Notes

A definitive guide to the theories and strategies used to develop, manage and market fashion footwear.

Author Biography

Fiona Armstrong-Gibbs is Senior Lecturer in Fashion at Liverpool John Moores University, UK.Tamsin McLaren is a Lecturer in Marketing at the University of Bath, UK.

Table of Contents

1. The Fashion Footwear ConsumerIntroduction; Global Footwear Consumption; What Is Consumer Behavior?; Consumer Motivations; The Purchase Decision Process; Ethics in Action: Disposal and Recycling of Shoes; Research Emerging Consumer Behavior; The Role of Trend in Fashion Footwear; Case Study: Birkenstock; Industry Perspective: Jasmin Sanya Footwear Buyer for Harvey Nichols; Summary; Discussion Questions; Exercises; Key Terms2. Footwear Design, Construction, and ProductionIntroduction; Establishing the Footwear Supply Chain; Design Concepts; Sourcing Raw Materials and Components; Footwear Construction; Operational Processes; Range and Development of Styles; The Global Landscape of Footwear Production; Ethics in Action: People, Places and Production; Case Study: 3-D Printed Footwear; Industry Perspective: Tricia Salcido, Co-Owner, Soft Star Shoes; Summary; Discussion Questions; Exercises; Key Terms3. The Global Footwear TradeIntroduction; The Global Flow of Footwear via Continents; Trade Tariffs; Case Study: European Union Trade Tariffs in Footwear; Free Trade Agreements; Ethics in Action: The African Footwear Trade; The Buyer's Role in Sourcing Trend-Led Footwear; Logistics and Legalities; The Cost of Shoes; Wholesale Distribution; Case Study: Bata India Ltd; Industry Perspective: John Saunders, CEO, British Footwear Association; Summary; Discussion Questions; Exercises; Key Terms4. The Retail and e-Tail LandscapeIntroduction; Retail and Product Classifications for Fashion Footwear; Retail Channels and Key Players; Footwear Specialists; Nonspecialist Retailers; E-tailing; Multi- and Omni-Channel Retail; Modes of Market Entry; The Changing Face of Retail; Ethics in Action: The "Minimum" and "Living" Wage; Case Study: Sneakerboy; Industry Perspective: Mary Stuart, mo Brog; Summary; Discussion Questions; Exercises; Key Terms5. Management Strategies for Retail GrowthIntroduction; What Is Retail Strategy?; Strategic Development; Strategic Planning and Implementation; Strategic Action and Evaluation; Ethics in Action: International Cultural Considerations; Case Study: Retail strategy in a recession ; Industry Perspective: Marc Goodman, Managing Director, Giancarlo Ricci; Summary; Discussion Questions; Exercises; Key Terms6. Visual Merchandising and Design Concepts for Retail, E-tail, and WholesaleIntroduction; What Is Visual Merchandising for Fashion Footwear?; The Traditional Shoe Shop Environment Tested; Retail Design Fundamentals; Retail Theater; Challenges of Visual Merchandising Fashion Footwear; Consumer Experience—Customization and Personalization; Wholesale and PR Theater; Ethics in Action: THE ONE OFF Design Agency; Industry Perspective: Marc Debieux, Store Manager at Cheaney & Sons; Summary; Discussion Questions; Exercises; Key Terms7. Brand Identity and ProtectionIntroduction; What Is a Brand?; Categories of Footwear Brands; Semiotics, Brand Architecture, and Tiered Branding; Protecting the Brand; Ethics in Action: Christian Louboutin Versus Yves Saint Laurent; Global Counterfeit Culture; Case Study: UGG Australia; Industry Perspective: Margaret Briffa, Founding Partner of Briffa; Summary; Discussion Questions; Exercises; Key Terms8: Brand ManagementIntroduction; What Is Brand Management?; Measuring Success—Awareness and Adoption; What Makes Successful Brand Collaboration?; The Creation of a Footwear Icon; Ethics in Action: Social Enterprise; Case Study: Doctor Martens; Industry Perspective: Tracey Neuls, Designer; Summary; Discussion Questions; Exercises; Key Terms9. Marketing Communications: Media and PRIntroduction; What is Marketing Communications?; Market Research; Advertising; Public Relations; Case Study: Courting Hollywood; Events Management and Sponsorship; Direct Sales; Shoes on Screen—Digital Developments; Managing and Measuring Effectiveness Online; Trade Marketing Communications; Ethics in Action: Regulatory and Cultural Considerations; Case Study: Hunter; Industry Perspective: Michelle Crowe, Email Marketing Coordinator, Kurt Geiger; Summary; Discussion Questions; Exercises; Key TermsBibliographyFurther ResourcesIndexAcknowledgments and Credits

Review

Each colour-coded chapter considers a distinct area, examines ethics in action and the industry perspective, and closes with discussion questions and exercises. You don't have to be a student to find this interesting, though, just someone keen to learn more about global trade, consumer behaviour and, of course, the business of shoes. * Times Higher Education *
This is a unique book in the array of marketing texts dealing with the fashion industry. It has academic rigour and is comprehensive both in its approach to the subject matter and also in terms of being an accessible read. -- Ruth Marciniak * Glasgow Caledonian University, UK *
It is a welcome textbook that is needed as the footwear industry is increasingly becoming popular to study in. Especially from a marketing/ merchandising/ branding/ business approach with the design element being overpopulated. -- Jason McCarthy * Parsons Paris- The New School, EU *
An excellent book on an under researched topic...it has great industry information and case studies -- Julie McColl * Glasgow Caledonian University, UK *
This book is very needed as there is extreme interest in the footwear industry and no textbooks that address the industry in its entirety. Just being the first book to address the industry in this way is its strength. It also seems to be well thought out and very important information for people interested in the marketing and business side of footwear. -- Wevly Wilson * Parsons School of Design, US *
There really is nothing like it on the market. A godsend for teaching. -- Elizabeth Lambourn * De Montfort University, UK *

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The definitive guide to the theories and strategies used to develop, manage and market fashion footwear

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This is a unique book in the array of marketing texts dealing with the fashion industry. It has academic rigour and is comprehensive both in its approach to the subject matter and also in terms of being an accessible read.

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The definitive guide to the theories and strategies used to develop, manage and market fashion footwear

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There is no book that specifically focuses on the marketing and management of the footwear sector for HE students

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