Appropriate for Introduction to Fashion courses. The approach of Fashion Now is to emphasize fashion and marketing. By using this book students will learn that one of the keys to becoming successful in the fashion business is through decision making based on the marketing approach. First, find out what customers want and then provide a product of service to meet these needs or wants. The basic language and principles of fashion are presented early in the text so that students can apply these to more advanced marketing and merchandising discussions. The globalization of fashion is a pervasive theme presented in many ways including history, international sourcing and trade and retailing.

Table of Contents

UNIT I: FASHION THEN AND NOW Chapter 1 Overview and Global View of the Fashion Industry Chapter 2 European Fashion Influences Chapter 3 Early American Clothing Influences Chapter 4 Fashion Retrospection: 100+ Years of Fashion UNIT II: THE UNIQUENESS OF FASHION Chapter 5 Fundamentals of Fashion Chapter 6 Fashion Principles, Perspectives, and Theories Chapter 7 Marketing Terminology and the 4 Ps of Fashion Marketing Chapter 8 Fashion Analysis and Prediction Chapter 9 Fashion Branding UNIT III: FASHION MARKETING SUPPLY CHAIN Chapter 10 Textile Producers and Suppliers Chapter 11 Designers, Product Developers, and Fashion Manufacturers Chapter 12 Fashion Market Centers, Wholesalers, and Intermediaries Chapter 13 Textile and Apparel Legislation Chapter 14 Fashion Retailing Formats UNIT IV: CAREERS AND OPPORTUNITIES Chapter 15 Creative Fashion Careers and Enrichment Opportunities APPENDICES Appendix A: Basic Apparel Styles Appendix B Small Business Fashion Marketing Plan Appendix C Fashion Retail Promotional Plan Appendix D Resumes and Interview Questions GLOSSARY BIBLIOGRAPHY INDEX