Marketing Fashion Footwear

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.

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.

• 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 Terms 5. 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 ResourcesIndex Acknowledgments and Credits