FASHION RETAIL MARKETING - AN OVERVIEW

Fashion involves change, accepted change, as a succession of short-term trends or fads. Styles do not become fashion unless they win acceptance among customers. Fashion is not just about clothing, something which is demand in the market is called as fashion [1]. Fashion marketing is the process of managing the flow of merchandise, from the initial selection of designs produced to the presentation of products to retail customers. The process includes sourcing materials, supply chain management, manufacturing, economic strategy, trend knowledge, consumer understanding and communication with stakeholders, analyzing, developing and researching current fashion trends into sales strategies of the fashion product.