Fashion: Books/AV

Updated and featuring an all-new color insert, a must-have for the thousands of talented designers who want to see their dream of creating an independent fashion line become a reality. Mary Gehlhar, author, industry authority, and consultant to hundreds of designers, including Zac Posen, Twinkle by Wenlan, Rebecca Taylor, and Cloak, gives readers behind-the-scenes insights and essential business information on creating and sustaining a successful career as an independent designer. With advice from fashion luminaries including Donna Karan, Tommy Hilfiger, Cynthia Rowley, Diane von Furstenberg, Richard Tyler, and top executives from Saks Fifth Avenue and Barneys New York, this fully updated and revised edition ofThe Fashion Designer Survival Guideaddresses the latest trends in apparel and accessories, the newest designers, an updated introduction, and a new foreword by Diane von Furstenberg, Designer and President of the Council of Fashion Designers of America (CFDA). The Fashion Designer Survival Guideprovides the necessary tools to get a fashion line or label up and moving on the right track, including: How to create a viable business plan Figuring out how much money you need, where and how to get it, and how to make it last, including the latest on private equity The best sources for fabric and materials Navigating the pitfalls of production both at home and abroad Marketing, branding, and getting the product into the stores and into the customer’s closets Romancing the press, dressing celebrities, and creative publicity techniques Producing a runway show that will get results

Mr. Chazen is known as an innovator and even a revolutionary, whose ideas changed the face of the apparel industry and retailing forever. The book will provide lessons for everyone in business, as it shows how he and his executives at Liz broke the rules time after time in their pursuit of success -- Pioneering overseas production by American corporations Making consumer choice easier by creating coordinated clothing collections Offering women alternatives to traditional, male-oriented business styles Popularizing designer branding and quality on affordable merchandise Focusing on the end consumer rather than the middleman (in this case the department stores) Growing without advertising Many of his innovations are reflected today in the shopping experience of millions of people around the world: specialized boutiques within larger stores, upscale outlet malls, designer branding on everything, and more. Mr. Chazen's penchant for rule breaking is not limited to business practices but rather extends to career and retirement ideas. For example, he shows how careers are often better nurtured and built up in the hinterlands and away from the New York spotlight. His ideas on a satisfying retirement reflect a never stop working approach, and on estate planning a die broke philosophy. The book will captivate fashion industry insiders, intrigue general business readers, and enlighten anyone interested in devoting themselves to the entrepreneurial life. In this business memoir, Jerome A. Chazen, tells an extraordinary success story - how, together with designer Liz Claiborne, he took a small startup business and grew it into the largest apparel company in the world. Chazen is one of the most celebrated fashion executives of all time. Through his inventive management of Liz Claiborne, Inc., he created a company beloved by generations of women who enthusiastically dressed themselves for both the workplace and leisure time in Liz Claiborne clothing and accessories. In this book, for the first time, Chazen tells the inside story of the founding of the company, the management tactics and strategies he utilized to propel it into the Fortune 500, the internal struggles and tensions that marked the business' phenomenal growth, an inside look at the processes that made Liz a rock star in her time, and revealing insights into what it takes to navigate successfully in one of the most competitive industries in the world. Mr. Chazen shows readers how design and creativity is never enough to ensure success. Only by joining the creative processes to savvy marketing and sales strategies can any company achieve great success. He illustrates how he did it at Liz and shows by example how other companies can do the same and flourish as well.

This text provides the foundation for a wide range of careers in the fashion business. Incorporating the experience of the author and her five earlier editions of Fashion Merchandising: An Introduction, this book covers product development, home fashions, retailing strategies, and examines how communication trends and technological advances impact the fashion world.

You thought Facebook, YouTube, and Twitter were big? Pinterest is outpacing them all. As a marketer, you can't afford to ignore this amazing new platform.

Hidden among the chaos and hype, there are secrets to success on the web. Globally renowned internet expert Chad Barr and business strategist and bestselling author Alan Weiss, reveal them - and show you how to use them to amploify your web presence and profits.Using the unmatched reach of the web, entrepreneurs are empowered to take a more tactical, brand-driven approach to attracting new clients and reinforcing the relationships with their current clientele-quickly raising the bar to produce better results for their brand and their business.Starting with their website, Weiss and Barr reveal five critical areas that can be immediately enhanced to emphasize creditability and instantly build trust among visitors. Entrepreneurs also discover how to outfit their site with new tools, products and offerings that pull visitors in, keep them captivated, and compel them to keep coming back. Weiss and Barr then coach thought leaders in capitalizing on today's social web, delivering a strategic plan to uncovering opportunity in online communities, social networks, and other popular platforms-allowing them to showcase their greatest business draw: their expertise. Entrepreneurs also learn which components are critical to their success as a thought leader, gaining valuable insight into trending technologies like mobile devices to help them in determining which avenues are of the greatest gain.Offering support such as assessments, real-life examples, screen shots, and access to free downloads, tutorials, and more, Weiss and Barr deliver a comprehensive plan to help entrepreneurs enhance their online efforts and strategically elevate their brand, and ultimately, their business.

Critics of this new book might argue the election of President Obama is proof that racial, ethnic, gender and sexual preference barriers have been torn down, and marketing to these attributes isn't all that important anymore.

This book takes the position that instead of getting pushed to the background, multicultural segmentation needs to become more sophisticated, and take its rightful place--front and center.

With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake.

Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides EIGHT basic rules that should guide you through the process of marketing as diversity becomes mainstream. Recommended, for all levels of management and any student of marketing or advertising.