Marketing Fashion Footwear: The Business of Shoes

by Tamsin McLaren, Fiona Armstrong-Gibbs

Overview

Marketing Fashion Footwear addresses the strategic issues surrounding the marketing and distribution of footwear, including brand identity, consumer behavior, production and manufacturing, and the impact of globalization and regional trends.

Detailed case studies explore the evolving retail and e-tail landscape while industry perspective interviews focus on the issues faced by designers, brands and retailers. You'll also learn the critical success factors for brand longevity, the scope of marketing communications, and the channels used to reach key opinion leaders and consumers. Beautifully illustrated with examples from some of the world's most influential footwear designers and retailers, this is the ultimate guide to a multi-billion dollar industry.

Featured contributors:
Margaret Briffa, Briffa
Marc Debieux, Cheaney&Sons
Jason Fulton, This Memento
Marc Goodman, Giancarlo Ricci
Simon Jobson, Dr. Martens
Tracey Neuls
Tricia Salcido, Soft Star Shoes
John Saunders, British Footwear Association
Joanne Stoker
Mary Stuart, mo Brog

Product Details

ISBN-13:	9781474262958
Publisher:	Bloomsbury Publishing
Publication date:	11/05/2020
Series:	Required Reading Range
Sold by:	Barnes & Noble
Format:	eBook
Pages:	208
File size:	115 MB
Note:	This product may take a few minutes to download.

About the Author

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.
Tamsin McLaren is a Senior Lecturer in Marketing at the University of Bath, UK. Her fashion industry experience in management roles with industry leading and global brands alongside consultancy informs her current teaching. Active research areas are the retail environment, brand management and student employability. Practitioner expertise in category and sales management, marketing, product and retail design, and visual merchandising support her current writing, teaching, and research.
Fiona Armstrong-Gibbs is Senior Lecturer in Fashion at Liverpool John Moores University, UK. She gained her professional experience through sales and marketing management positions with global fashion and footwear brands. Her research focuses on the ethics of manufacturing, supply chain, distribution and consumer behavior, and is informed by consultancy and advisory roles with established and emerging footwear companies.

Table of Contents

1. The Fashion Footwear Consumer
Introduction; 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 Terms

2. Footwear Design, Construction, and Production
Introduction; 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 Terms

3. The Global Footwear Trade
Introduction; 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 Terms

4. The Retail and e-Tail Landscape
Introduction; 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 Terms

5. Management Strategies for Retail Growth
Introduction; 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 Terms

6. Visual Merchandising and Design Concepts for Retail, E-tail, and Wholesale
Introduction; 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 Terms


7. Brand Identity and Protection
Introduction; 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 Terms

8: Brand Management
Introduction; 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 Terms

9. Marketing Communications: Media and PR
Introduction; 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 Terms

Bibliography
Further Resources
Index
Acknowledgments and Credits

Editorial Reviews

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

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.
Parsons Paris- The New School, EU

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.
Glasgow Caledonian University, UK

From the Publisher