CFP: Integrating Design and Fashion Marketing – Planned and Implemented Strategies

Integrating Design and Fashion Marketing – Planned and Implemented Strategies Journal of Global Fashion Marketing Special Issue
Deadline: October 25, 2011

The business of fashion design and marketing are related under various perspectives. The team of business purchases of clothing are often made up of buyers and designers. Merchant offices are working closely with designers of the style offices. The timing of the activities of design and the role of the style are critical for the strategic groups such as the “planned fashion”, the “ready to wear fashion”, and “fast” or “quick fashion”.

The framework of competition in the textiles/clothing sector is traditionally described by dividing operators into two different strategic groups. Firstly, there is a group identifiable as clothing manufacturers characterized by elevated capability of forecasting and contributing to the molding of fashion trends. Such firms set themselves the task of manufacturing a product designed and proposed on the market long before the actual time of consumption. Second, there are firms who compete with one another on the basis of their ability to rapidly adjust to the fashion trends imposed by others, thereby ensuring speed to market and supplying products already known to be a market success. These firms compensate for the lack of product planning by virtue of a production management model whose main characteristics are rapidity and flexibility. Thus the key factors for success in these two different groups are different: in the first group, the ability to influence fashion trends is often associated with a strong brand image, while in the second, devising effective quick fashion formulas plays a much more important role.

Paper can be conceptual or empirical and indicative topics include:

  • The relationship between design and marketing in industrial marketing and purchasing in fashion.
  • The role of design and marketing in the conquest of preferences in consumption and the prevalence of the contribution of both (design and marketing as critical success factors distinct).
  • The marketing of the firm specialized in fashion design.
  • The contribution of design and marketing in the business models of companies in the fashion industry.
  • The contribution of design and production to marketing orientation and market orientation in the business of fashion.
  • The presence of design features in companies that integrate retail.
  • Companies based in the fashion design (bureau de style) and their relationship with the consumer market and the industrial market.
  • The organization of the activities of design and marketing firms in the fashion and the integration of the two organizational skills.
  • The contribution of the creative process of design and marketing companies in the fashion industry.
  • The strategies of firms in the field of fashion design.

Interested contributor are requested to submit the full paper (between 6,000 and 8,000 words maximum including cover page, abstract page, text pages and reference page, plus up to 8 tables and figures) by October 25th 2011.

Submission to:
Guest Editors: Simone Guercini (University of Florence)
Heewon Sung (Gyeongsang National University)
For Authors who are from America, Europe and Africa:
Simone Guercini, Professor of Marketing, Dept. of
Business Sciences, University of Florence, Via delle
Pandette 9, 50126 Florence,
Tel. 0039 055 4374704, Fax 0039 055 4374910,
For Authors who are from Asia and Oceania:
Heewon Sung, Professor of Fashion Marketing,
Dept. of Clothing and Textiles, Gyeongsang
National University, 900 Gajwa-Dong Jinju
Gyeongnam 660-701 Republic of Korea,
Tel. 82 55 751 5987, Fax. 82 55 753 9030,

Submission Guideline and More Information here

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1 Comment

  • adnan July 05, 2011 11.17 am

    This is a very interesting article, I really gained some insight into the fashion business,


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