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. Founded on an extensive review of literature, these case studies discuss the challenges that are pertinent to the current business environment in this important industry, provide benchmarks and generate insights to practitioners as well as suggest future directions to researchers. The book serves as a nexus of the theories and the industrial practices that advances knowledge for both the academia and the private sector in fashion business.
Part I: Fashion Production.- Chapter 1: Technological advance in fashion product development.- Chapter 2: Sustainable fashion supply chains.- Part II: Fashion Retailing and Marketing.-?Chapter 3: Globalization and brand management.- Chapter 4: Retail franchising in emerging markets.- Chapter 5: Brand development in China.- Chapter 6: Social media marketing of fashion brands.- Chapter 7: Multi-channel strategy.- Part III: Fashion Business Operations.-?Chapter 8: Big data and business analytics in the fashion industry.- Chapter 9: RFID adoption in the fashion industry.- Chapter 10: Fashion business as a social enterprise.
Dr. Pui-Sze CHOW (Linda) was a Postdoctoral Research Associate and Adjunct Professor at?Centennial College, Hong Kong (a subsidiary of the University of Hong Kong). Adopting multi-?methodological approach, she has been actively participating in a number of research studies in?fashion supply chain management and sustainability. She has published in several top peer-?referred academic journals, including Annals of Operations Research, IEEE Transactions on?Systems, Man, and Cybernetics: Systems, International Journal of Production Economics,?Journal of Business Research and Omega. She also contributed to a number of book chapters?related to different functions il3(
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