Today power is in the hands of consumers. Technology is revolutionizing our products, how we learn about them, and how we buy them. Increasing regulations constrain their design, production, and marketing. A concept-to-consumer value chain approach to business brings current and future business leaders a vitally important, customer-first, value-driven marketing perspective not offered by the traditional make-and-deliver textile and apparel supply chain approach.
This textbook explains the apparel and home textile value chains for students and working professionals. It examines the role and process of textile marketing throughout. This 2nd edition includes changes in regulations, technology, and retailers happening through late 2018. It includes a new chapter on Market Segmentation, and newly re-written B2B and B2C Marketing chapters.
Readers explore an array of contemporary issues and technology to facilitate and safeguard marketing success. Because design, raw materials, production, and sourcing are thoroughly intertwined in the process of creating and delivering the goods today's consumers want, at a price they can afford, this book addresses these topics. Sustainability is an overarching theme infused throughout; it is also covered in detail in its own chapter.
With the apparel and home textiles industries spanning six continents, this textbook includes an overview of importing, trade agreements, non-tariff barriers, and government regulations. As the key to protecting reputation, brand compliance and regulatory compliance are reviewed.
Readers will explore leading practices in market analytics, branding, and communications vehicles necessary for success in today's apparel and home textile B2B and B2C marketing.
From product concept and raw materials to end consumer, this book provides the reader with an up-to-the-minute understanding of product development, production, sourcing, and marketing across the textile, apparel, and home textiles value chains.
|Imprint||Glasstree Academic Publishing|
|Copyright||2019, Margaret L. Bishop|
|Copyright License||Standard Copyright License|
|Product Details||8.5 x 11 Premium Color Matte Perfect Bound|
|Page Count||456 pages|
|Type of Publication||Textbook|
|Peer Review Status||Single blind, Under Review|
|Keywords||Textile, apparel, home textiles, value chain, B2B, B2C, e-commerce, sustainability, supply chain, consumer, market segmentation, positioning, brand, analytics, sourcing, raw materials, production, trade, trade agreements, compliance|