Guide to Fashion Entrepreneurship: The Plan, the Product, the Process - Softcover

My favorite part of this proposal is that the authors are putting together the entire process of merchandise planning and product development. -- Joseph Hancock, Drexel University, US Exceptionally clear and easy to understand. . . It is modern in its approach and format and covers an enormous amount of ground. -- Derek W. Cockle, LIM College, US Guide to Fashion Entrepreneurship: The Plan, the Product, the Process is a comprehensive and authoritative textbook designed for fashion and/or business courses...It is definitely a book that deserves a spot on the shelves of any library that has a focus on fashion, business, art, or any combination thereof. -- Katya Pereyaslavska, Project Manager, Accessible Texts Repository, Scholars Portal, Ontario Council of University Libraries * ARLIS * The book is, however, extensively laden with scholarly apparatuses, with bibliographies and notes at the end of every chapter, an extensive glossary, index, and basic and extended tables of contents. This gives the book much utility as a reference work, allowing for quick and easy navigation to relevant subject areas, and these are an enormously value-added benefit to the text. It is definitely a book that deserves a spot on the shelves of any library that has a focus on fashion, business, art, or any combination thereof. -- Katya Pereyaslavska * ARLIS *

Guide to Fashion Entrepreneurship delves into a comprehensive, step-by-step entrepreneurial action plan that investigates how fashion product concepts are created, branded, sourced, marketed, channeled, and merchandised. Each chapter delivers the essential tools to successfully identify market opportunities, execute product differentiation, and market a new brand or brand extension in a multichannel retail environment to achieve a profitable business. Fashion students and aspiring fashion professionals will gain critical business and creative knowledge to move a product from concept to consumer--and learn how to launch a brand or fashion business.