GUIDE TO
Guide to Fashion Entrepreneurship: The Plan, the Product, the Process 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 industry professionals will gain critical business and creative knowledge to move a product from concept to consumer—and learn how to start a new fashion business venture.
• Case studies and featured boxes provide relevant industry topics and distinguish global, national, and local fashion and beauty brands to strengthen comprehension • Create-A-Minute Tips are integrated to inform conscientious inquiries, provide valuable guidance, inspire creativity, and emphasize key points in each chapter • More than 150 full color photographs and illustrations bring exciting fashion examples to life • Chapter features include Key Concepts, Trade Terms, and Online Resources to guide readers through chapters • Activities are application simulations that culminate in an entrepreneurial action plan
Instructor’s Resources: • Instructor’s Guide with Test Bank provides suggestions for planning the course and using the text in the classroom, supplemental assignments, and sample exams with multiple choice and essay questions. • PowerPoint® presentations provide a frame work for lecture and discussions.
Carr Hopkins Newell
ENTREPRENEURSHIP / FASHION CAREERS / FASHION MERCHANDISING & RETAILING / BRANDING ISBN 978-1-60901-493-3
9 781609 014933
90100
Cover design by Simon Levy | Cover images: Top left: Pasha Antonov, shoes, Top right: Robert Mitra, Vera Wang, Center right: Thomas Iannaccone, gold ring, Bottom right: Thomas Iannaccone, Jason Wu, Bottom center: John Aquino, Louis Vuitton handbag, Bottom left: John Aquino, Kelly Wearstler with model. All images © Condé Nast Publications. Also available from Bloomsbury
FASHION
GUIDE TO
Features:
FASHIONENTREPRENEURSHIP
ENTREPRENEURSHIP THE PLAN, THE PRODUCT, THE PROCESS
Melissa G. Carr and Lisa Hopkins Newell