Fashion

This book adopts a case study based research approach to examine the contemporary issues in the fashion industry. It documents real-world practices in fashion business from production, marketing to operations.

This book aims to analyze the logics and instruments by which fashion companies create collections, taking into account the variety of companies' characteristics and business models. The collection development process is a critical activity for fashion, that must continuously renew its products, and is subject to increasingly strict time, cost and quality goals.

The topics covered include mood/fabric boards development, creation of original and innovative textiles as well as fashion silhouettes and garment details development through extensive research, quick design sketching, fabric manipulation, and draping experimentation.

This book provides a comprehensive overview of digital trends, innovations, and strategies in fashion retailing. As consumers adopt new technologies and ways of shopping, fashion brands are constantly looking for ways to innovate and achieve digital transformation. Combining theory with practice, the authors take a deep dive into the impact of digital technologies on fashion brands communication and social media strategies; on consumer behaviour and customer participation strategies; and on entrepreneurship and e-tailing strategies.