Fashion Brand Management - 2nd Edition by Alison Lowe

About the Book

With this undergraduate textbook, understand the essentials about developing, launching and scaling a successful fashion brand with this practical guide to the realities of the fashion industry.

Book Synopsis

Learn how to develop, launch and build a successful fashion brand with this comprehensive textbook which explores the realities of the contemporary fashion industry.

This new edition of Fashion Brand Management is for all fashion undergraduate students, as well as postgraduates, needing guidance on how to operate a fashion business in a multi-trillion revenue industry. Written and updated by a leading innovator in the space, it describes how to gain competitive advantage and meaningfully embrace sustainability examining:

- Business foundations and fashion supply chain management
- Entrepreneurial advantages for fashion brands
- Product development and branding
- Technological innovations

This second edition includes new content that balances theory with practical applications throughout, exploring artificial intelligence, legislation, fast fashion, regenerative fashion, social and ethical considerations. It highlights key financial management processes and metrics used in the industry to drive sales, and includes new long and short real-world examples from a range of innovative global brands including Ecoalf, MWHQ, KORLEIKE and Hollerose. In-text features also include learning objectives, updated key terms, review questions and activities. With supporting lecture slides and a new lecturers' manual, this is an essential resource for fashion students.

About the Author

Alison Lowe is a leading expert on fashion brand development and growth, based at the University of East London, UK, She is a regular international conference speaker, a consult for brands across the globe, a judge for the Great British Entrepreneur Awards and has been awarded an MBE for Services to the Fashion Industry. She founded and leads a fashion incubator agency and an online support platform, Start Your Own Fashion Label, and develops and teaches courses at the London College of Fashion, University of East London, University of the Arts London and Emlyon Business School, France.