viii
Text Organization
• Unit 1 introduces students to essential fashion
and business concepts including theories of
fashion movement, the fashion cycle, princi-
ples of fashion movement, economic concepts
essential to business, marketing and merchan-
dising concepts, market research and segmenta-
tion, and more.
• Unit 2 provides an overview of textile fibers,
yarns, and fabrics—the most basic building
blocks that begin the process toward finished
apparel and accessories.
• Unit 3 introduces students to the fashion design
and production segments of the fashion industry,
ranging from design to ready-to-wear manufac-
turing to wholesale distribution.
• Unit 4 provides coverage on retail business
fundamentals for the retail segment, retail
positioning and marketing strategies, retail
merchandising, and planning for and buying
merchandise.
• Unit 5 introduces business communications with
emphasis on technology for information manage-
ment, examines selling techniques and creating a
successful selling environment, explains finan-
cial aspects of retail operations, and also includes
coverage on customer service and security and
loss prevention.
• Unit 6 explores aspects of fashion promotion—
planning, allocating resources, and promotion
ethics introduces types of advertising, advertis-
ing media forms, and a focus on visual merchan-
dising and special event fashion shows.
• Unit 7 introduces students to concepts related to
international trade trends and policies, changes
and ongoing developments in the fashion indus-
try as it moves forward, and an introduction to
careers in all areas of the industry.
New to This Edition
The text is divided into seven units and 26 chapters. The units may be covered in any order that meets the
requirements of the class. It is suggested, however, that Unit 1 be the first unit introduced.
The specifi units follow a sequential progression through the fashion-industry pipeline. The following pro- fic
vides a brief overview of concepts covered in these units.
The fi fth edition of Fashion Marketing &Merchandising reflects g the latest concepts, practices, and trends as they fl
relate to the fashion industry. To encourage students to dig deep into fashion industry concepts, a new Think
Critically feature has been added to every chapter of the text, focusing on various industry issues.
• Chapter 1 The Importance of Clothing and
Fashion changes discuss the importance of the
fashion/apparel industry, the trend of wearable
art, and the fusion of apparel with science in a
discussion of STEM. Includes revised title.
• Chapter 2 Fashion Movement includes
minor updates.
• Chapter 3 Basic Economic Concepts provides
an overview of economic concepts and the
impact of the fashion industry. Updates include
discussion of consumer confi and the fidence
impact of e-commerce on the marketing mix.
Text Organization
• Unit 1 introduces students to essential fashion
and business concepts including theories of
fashion movement, the fashion cycle, princi-
ples of fashion movement, economic concepts
essential to business, marketing and merchan-
dising concepts, market research and segmenta-
tion, and more.
• Unit 2 provides an overview of textile fibers,
yarns, and fabrics—the most basic building
blocks that begin the process toward finished
apparel and accessories.
• Unit 3 introduces students to the fashion design
and production segments of the fashion industry,
ranging from design to ready-to-wear manufac-
turing to wholesale distribution.
• Unit 4 provides coverage on retail business
fundamentals for the retail segment, retail
positioning and marketing strategies, retail
merchandising, and planning for and buying
merchandise.
• Unit 5 introduces business communications with
emphasis on technology for information manage-
ment, examines selling techniques and creating a
successful selling environment, explains finan-
cial aspects of retail operations, and also includes
coverage on customer service and security and
loss prevention.
• Unit 6 explores aspects of fashion promotion—
planning, allocating resources, and promotion
ethics introduces types of advertising, advertis-
ing media forms, and a focus on visual merchan-
dising and special event fashion shows.
• Unit 7 introduces students to concepts related to
international trade trends and policies, changes
and ongoing developments in the fashion indus-
try as it moves forward, and an introduction to
careers in all areas of the industry.
New to This Edition
The text is divided into seven units and 26 chapters. The units may be covered in any order that meets the
requirements of the class. It is suggested, however, that Unit 1 be the first unit introduced.
The specifi units follow a sequential progression through the fashion-industry pipeline. The following pro- fic
vides a brief overview of concepts covered in these units.
The fi fth edition of Fashion Marketing &Merchandising reflects g the latest concepts, practices, and trends as they fl
relate to the fashion industry. To encourage students to dig deep into fashion industry concepts, a new Think
Critically feature has been added to every chapter of the text, focusing on various industry issues.
• Chapter 1 The Importance of Clothing and
Fashion changes discuss the importance of the
fashion/apparel industry, the trend of wearable
art, and the fusion of apparel with science in a
discussion of STEM. Includes revised title.
• Chapter 2 Fashion Movement includes
minor updates.
• Chapter 3 Basic Economic Concepts provides
an overview of economic concepts and the
impact of the fashion industry. Updates include
discussion of consumer confi and the fidence
impact of e-commerce on the marketing mix.