Fashion brand management : plan scale and market a successful fashion business How do you develop an effective strategy for launching a fashion brand What marketing activities do you need to undertake to identify and engage with your customers How are new technologies shaping business models This definitive guide explains the realities of the fashion industry. Fashion Brand Management is an introduction to how to operate a fashion business in a multi trillion revenue industry. Written by a leading innovator in the fashion industries its a guide to conceptualizing developing and building a successful brand. It explains key need to know marketing and branding models and shows you how to apply them successfully to your business such as Porters Five Forces and Generic Strategy Kapeferers Brand Identity Prism the 10 Ps of marketing how to differentiate your value proposition using Sineks Golden Circle and Greiners Growth Strategy. Fashion Brand Management looks at the key challenges facing todays fashion industry and explores the ways in which both micro brands and international businesses need to adapt. It explore issues such as an uneven recovery logistics gridlock the impact of the metaverse the circular economy digital only collections social selling and see now buy now. Using case studies from a range of brands and covering luxury mainstream and discount this textbook is supported by online resources which include questions extra resources and lecture notes