Author: Cindy Quinlan and Mary G. Wolfe

Fashion Marketing & Merchandising brings to life the fast-paced, ever-changing fashion and apparel industry and its vast array of challenging and exciting careers. The text presents an in-depth, comprehensive study of fashion principles, such as textiles and designing, and the business of fashion, such as retailing, promoting, and selling. With its fashion-centric approach, this offers the foundational knowledge and skills you need to jump-start your future in the 21st-century fashion industry.

Table of Contents

Abbreviated Contents

Fashion Marketing & Merchandising 6e, Online Textbook

• Fashion Marketing & Merchandising
• Copyright © 2026 by The Goodheart-Willcox Company, Inc.
• Preface
• About the Authors
• Reviewers
• New to This Edition
• Precision Exams by YouScience Certification
• Guided Tour
• Tools for Student and Instructor Success
• • Student Tools
  • Instructor Tools
• Brief Contents
• Contents
• Feature Contents
• • Project-Based Learning
  • CTSO Event Prep
  • Critical Thinking Model
  • Career Clips
  • Fashion Investigation
  • Fashion Ethics
  • Fashion Math
• Part 1 Fashion Design & Production
• • Part 1 Chapters
  • Part 1 Project-Based Learning
• Chapter 1 Clothing & Fashion
• • Chapter 1 Essential Question
  • Chapter 1 Learning Outcomes
  • Chapter 1 Key Terms
  • Chapter 1 Reading Prep
  • CTSO Event Prep Career and Technical Student Organizations (CTSOs)
  • 1.1 The Reasons for Wearing Clothing
  • 1.2 Why People Select Certain Clothes
  • 1.3 Ongoing Fashion Perspectives
  • 1.4 Economic, Political, and Other Influences on Fashion
  • 1.5 Fashion Terminology
  • Chapter 1 Review and Assessment
• Chapter 2 Fashion Movement
• • Chapter 2 Essential Question
  • Chapter 2 Learning Outcomes
  • Chapter 2 Key Terms
  • Chapter 2 Reading Prep
  • CTSO Event Prep Recycling Event
  • 2.1 Understanding Fashion Movement
  • 2.2 Theories of Fashion Movement
  • 2.3 The Fashion Cycle
  • 2.4 Principles of Fashion Movement
  • 2.5 Factors That Speed or Slow Fashion Movement
  • Chapter 2 Review and Assessment
• Chapter 3 Basic Economic Concepts
• • Chapter 3 Essential Question
  • Chapter 3 Learning Outcomes
  • Chapter 3 Key Terms
  • Chapter 3 Reading Prep
  • CTSO Event Prep Entrepreneurship Events
  • 3.1 Goods versus Services
  • 3.2 The Free-Market System
  • 3.3 Competitive Market Structures
  • 3.4 Basic Forms of Business Organizations
  • 3.5 Business Cycles
  • 3.6 The Concept of Marketing
  • 3.7 The Concept of Merchandising
  • Chapter 3 Review and Assessment
• Chapter 4 Substance of the Fashion Industry
• • Chapter 4 Essential Question
  • Chapter 4 Learning Outcomes
  • Chapter 4 Key Terms
  • Chapter 4 Reading Prep
  • CTSO Event Prep Individual Role-Play Events
  • 4.1 Channels of Distribution
  • 4.2 Vertical Integration
  • 4.3 Commodity, Fashion, and Seasonal Goods
  • 4.4 Other Textile End-Use Industries
  • 4.5 Fashion Industry Associations and Publications
  • 4.6 Geographic Locations of Industry Segments
  • Chapter 4 Review and Assessment
• Chapter 5 Satisfying the Fashion Market
• • Chapter 5 Essential Question
  • Chapter 5 Learning Outcomes
  • Chapter 5 Key Terms
  • Chapter 5 Reading Prep
  • CTSO Event Prep Advocacy Events
  • 5.1 Market Growth and Share
  • 5.2 Market Research
  • 5.3 Product Development
  • 5.4 Using Information Technology
  • 5.5 Tying Together Industry Segments
  • 5.6 Improving the Industry
  • Chapter 5 Review and Assessment
• Chapter 6 Textile Fibers and Yarns
• • Chapter 6 Essential Question
  • Chapter 6 Learning Outcomes
  • Chapter 6 Key Terms
  • Chapter 6 Reading Prep
  • CTSO Event Prep Public Speaking
  • 6.1 Natural Fibers
  • 6.2 Marketing Natural Fibers
  • 6.3 Leather and Fur
  • 6.4 Manufactured Fibers
  • 6.5 Marketing Manufactured Fibers
  • 6.6 Fiber Innovation
  • 6.7 Spinning Fibers into Yarns
  • Chapter 6 Review and Assessment
• Chapter 7 Textile Fabrics and Finishes
• • Chapter 7 Essential Question
  • Chapter 7 Learning Outcomes
  • Chapter 7 Key Terms
  • Chapter 7 Reading Prep
  • CTSO Event Prep Fundraising Events
  • 7.1 Fabric Design and Construction
  • 7.2 Fabric Finishing
  • 7.3 Quality and Performance Standards
  • 7.4 The Textile Industry
  • 7.5 Selling the Finished Fabrics
  • 7.6 Trade Information
  • 7.7 The Future of Textiles
  • Chapter 7 Review and Assessment
• Chapter 8 Using Design in Fashion
• • Chapter 8 Essential Question
  • Chapter 8 Learning Outcomes
  • Chapter 8 Key Terms
  • Chapter 8 Reading Prep
  • CTSO Event Prep Fashion Events
  • 8.1 Using the Elements of Design
  • 8.2 Using the Principles of Design
  • 8.3 Harmony
  • 8.4 Illusions Created by Design
  • Chapter 8 Review and Assessment
• Chapter 9 The Fashion Design Segment
• • Chapter 9 Essential Question
  • Chapter 9 Learning Outcomes
  • Chapter 9 Key Terms
  • Chapter 9 Reading Prep
  • CTSO Event Prep Leadership Events
  • 9.1 Price Market Categories of Apparel
  • 9.2 Collection Showings
  • 9.3 Capitalizing on Name Recognition
  • 9.4 The Designing Process
  • 9.5 World Fashion Design Centers
  • 9.6 Some Influential Fashion Designers
  • 9.7 US Fashion Awards and Associations
  • Chapter 9 Review and Assessment
• Chapter 10 Ready-to-Wear Manufacturing
• • Chapter 10 Essential Question
  • Chapter 10 Learning Outcomes
  • Chapter 10 Key Terms
  • Chapter 10 Reading Prep
  • CTSO Event Prep Public Awareness Events
  • 10.1 The Business of Apparel Manufacturing
  • 10.2 Inside and Outside Shops
  • 10.3 Preproduction Procedures
  • 10.4 Apparel Production
  • 10.5 Employer Concerns
  • 10.6 Offshore Production
  • Chapter 10 Review and Assessment
• Chapter 11 Wholesale Apparel Distribution
• • Chapter 11 Essential Question
  • Chapter 11 Learning Outcomes
  • Chapter 11 Key Terms
  • Chapter 11 Reading Prep
  • CTSO Event Prep Consulting Events
  • 11.1 Inventory Management
  • 11.2 Benchmarking for Quality Products
  • 11.3 Trademark Protection
  • 11.4 Technological Advances in Apparel Manufacturing
  • 11.5 Selling the Finished Apparel
  • 11.6 Distribution of the Finished Apparel
  • 11.7 Apparel Industry Trade Information
  • Chapter 11 Review and Assessment
• Part 2 Fashion and the Market
• • Part 2 Chapters
  • Part 2 Project-Based Learning
• Chapter 12 The Retail Segment
• • Chapter 12 Essential Question
  • Chapter 12 Learning Outcomes
  • Chapter 12 Key Terms
  • Chapter 12 Reading Prep
  • CTSO Event Prep Job Interview Events
  • 12.1 Retailing Basics
  • 12.2 Functional Areas of Fashion Retail Firms
  • 12.3 Main Types of Apparel Retailers
  • 12.4 Omnichannel Retailing
  • 12.5 Retail Trade Associations and Publications
  • Chapter 12 Review and Assessment
• Chapter 13 Retail Positioning
• • Chapter 13 Essential Question
  • Chapter 13 Learning Outcomes
  • Chapter 13 Key Terms
  • Chapter 13 Reading Prep
  • CTSO Event Prep Marketing Campaign Events
  • 13.1 Targeting a Specific Market
  • 13.2 Understanding Buying Motives
  • 13.3 Differentiating from Competitors
  • 13.4 Product Strategy
  • 13.5 Price Strategy
  • 13.6 Place Strategy
  • 13.7 Promotion Strategy
  • 13.8 Trends in Retail Positioning
  • Chapter 13 Review and Assessment
• Chapter 14 Retail Merchandise
• • Chapter 14 Essential Question
  • Chapter 14 Learning Outcomes
  • Chapter 14 Key Terms
  • Chapter 14 Reading Prep
  • CTSO Event Prep Community Service Events
  • 14.1 Merchandise Lines
  • 14.2 Women’s Apparel
  • 14.3 Men’s Apparel
  • 14.4 Infants’ and Children’s Apparel
  • 14.5 Accessories
  • 14.6 Cosmetics Industry Products
  • Chapter 14 Review and Assessment
• Chapter 15 Planning to Buy
• • Chapter 15 Essential Question
  • Chapter 15 Learning Outcomes
  • Chapter 15 Key Terms
  • Chapter 15 Reading Prep
  • CTSO Event Prep Impromptu Speaking Events
  • 15.1 The Merchandising Cycle
  • 15.2 The Merchandise Planning Function
  • 15.3 Gathering Planning Information
  • 15.4 Preparing Buying Plans
  • 15.5 Ongoing Inventory Management
  • 15.6 Selecting Merchandise Sources
  • Chapter 15 Review and Assessment
• Chapter 16 Merchandise Buying
• • Chapter 16 Essential Question
  • Chapter 16 Learning Outcomes
  • Chapter 16 Key Terms
  • Chapter 16 Reading Prep
  • CTSO Event Prep Research Events
  • 16.1 Market Weeks
  • 16.2 Trade Shows
  • 16.3 Apparel Marts
  • 16.4 Domestic Fashion Markets
  • 16.5 Buying Offshore Goods
  • 16.6 Helpful Buying Resources
  • 16.7 Market Trip Strategies
  • 16.8 Writing the Orders
  • Chapter 16 Review and Assessment
• Chapter 17 Communications & Technology
• • Chapter 17 Essential Question
  • Chapter 17 Learning Outcomes
  • Chapter 17 Key Terms
  • Chapter 17 Reading Prep
  • CTSO Event Prep Presentation Events
  • 17.1 Internal Business Communication
  • 17.2 The Communication Process
  • 17.3 Nonverbal Communication in Business
  • 17.4 Verbal Communication in Business
  • 17.5 Technology for Communicating Information
  • 17.6 Staying Current with Business Communication
  • Chapter 17 Review and Assessment
• Chapter 18 Selling Fashion
• • Chapter 18 Essential Question
  • Chapter 18 Learning Outcomes
  • Chapter 18 Key Terms
  • Chapter 18 Reading Prep
  • CTSO Event Prep Personal Selling Events
  • 18.1 The Direct Selling Function
  • 18.2 Creating a Selling Environment
  • 18.3 Using the Selling Steps Effectively
  • 18.4 Merchandise Sales Transactions
  • Chapter 18 Review and Assessment
• Chapter 19 Fashion & Finances
• • Chapter 19 Essential Question
  • Chapter 19 Learning Outcomes
  • Chapter 19 Key Terms
  • Chapter 19 Reading Prep
  • CTSO Event Prep Testing Events
  • 19.1 Financial Records
  • 19.2 The Income Statement
  • 19.3 Comparative Analysis
  • 19.4 Pricing Considerations
  • 19.5 Pricing Calculations
  • 19.6 Various Pricing Strategies
  • Chapter 19 Review and Assessment
• Chapter 20 Service, Safety, and Security
• • Chapter 20 Essential Question
  • Chapter 20 Learning Outcomes
  • Chapter 20 Key Terms
  • Chapter 20 Reading Prep
  • CTSO Event Prep Personal Finance Events
  • 20.1 Customer Service
  • 20.2 Service Features
  • 20.3 Loyalty Programs
  • 20.4 Credit and Other Noncash Payment Services
  • 20.5 Safety
  • 20.6 Security and Loss Prevention
  • Chapter 20 Review and Assessment
• Chapter 21 Fashion Promotion
• • Chapter 21 Essential Question
  • Chapter 21 Learning Outcomes
  • Chapter 21 Key Terms
  • Chapter 21 Reading Prep
  • CTSO Event Prep Team Case Study Events
  • 21.1 Fashion Promotion
  • 21.2 Promotion Planning
  • 21.3 Advertising
  • 21.4 Forms of Advertising Media
  • 21.5 Developing Effective Advertisements
  • 21.6 Changes in Advertising
  • 21.7 Public Relations
  • 21.8 The Fashion Press
  • Chapter 21 Review and Assessment
• Chapter 22 Visual Merchandising
• • Chapter 22 Essential Question
  • Chapter 22 Learning Outcomes
  • Chapter 22 Key Terms
  • Chapter 22 Reading Prep
  • CTSO Event Prep Business Management Events
  • 22.1 The Importance of Visual Merchandising
  • 22.2 The Store Interior
  • 22.3 Merchandise Presentation
  • 22.4 Interior Displays
  • 22.5 Window Displays
  • 22.6 Nonstore Visual Merchandising
  • Chapter 22 Review and Assessment
• Chapter 23 Fashion Shows
• • Chapter 23 Essential Question
  • Chapter 23 Learning Outcomes
  • Chapter 23 Key Terms
  • Chapter 23 Reading Prep
  • CTSO Event Prep Event Planning
  • 23.1 Fashion Shows Serve Many Purposes
  • 23.2 Types of Fashion Shows
  • 23.3 Planning Fashion Shows
  • 23.4 Coordinating Merchandise and Models
  • 23.5 Coordinating All Aspects of the Show
  • 23.6 Promoting and Presenting the Show
  • Chapter 23 Review and Assessment
• Part 3 The Business of Fashion
• • Part 3 Chapters
  • Part 3 Project-Based Learning
• Chapter 24 A Global Perspective
• • Chapter 24 Essential Question
  • Chapter 24 Learning Outcomes
  • Chapter 24 Key Terms
  • Chapter 24 Reading Prep
  • CTSO Event Prep International Business Plan Events
  • 24.1 Trade Trends and Policy
  • 24.2 Relating Textiles/Apparel to Developing Nations
  • 24.3 The World’s Major Trade Regions
  • 24.4 International Sourcing for US Fashion Importing
  • 24.5 Methods of Offshore Sourcing
  • 24.6 Exporting Opportunities for US Fashions
  • 24.7 Discovering Offshore Sources and Opportunities
  • Chapter 24 Review and Assessment
• Chapter 25 The Fashion Industry—Moving Forward
• • Chapter 25 Essential Question
  • Chapter 25 Learning Outcomes
  • Chapter 25 Key Terms
  • Chapter 25 Reading Prep
  • CTSO Event Prep Career Planning Events
  • 25.1 The Explosion of Technology
  • 25.2 The New Consumer
  • 25.3 The Retail Shakeout
  • 25.4 The Importance of Employees
  • 25.5 Cybersecurity
  • 25.6 Corporate Social Responsibility and Sustainability
  • Chapter 25 Review and Assessment
• Chapter 26 Fashion Careers
• • Chapter 26 Essential Question
  • Chapter 26 Learning Outcomes
  • Chapter 26 Key Terms
  • Chapter 26 Reading Prep
  • CTSO Event Prep Preparing for Success
  • 26.1 The Field of Fashion
  • 26.2 Selecting a Career Path
  • 26.3 Evaluate Fashion Careers
  • 26.4 Education, Training, and Experience
  • 26.5 What Compensation Can You Expect?
  • 26.6 Ethical and Legal Issues of Employment
  • 26.7 Fashion Industry Future for Employment
  • Chapter 26 Review and Assessment
• Glossary
• • A
  • B
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  • F
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  • P
  • Q
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  • S
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• Index
• • A
  • B
  • C
  • D
  • E
  • F
  • G
  • H
  • I
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