04 Retail/Marketing/Business Applications

04.3 Marketing

04.3.1 Wearable Art/Creative Clothing

Hoffman, B. & Hunt, B. (1993). Marketing and creative clothing. Boulder, CO: B & H Publishing Company, 70 pages, $18.95.

Reviewed by Nancy O'Bryant, Oregon State University

The authors are experienced in the business of selling limited edition women's apparel and accessories at retail through fashion shows and subsequently in the wholesale market.
This soft cover text provides a step-by-step guide for marketing a fashion-related product developed by an individual or small business. The focus is on limited production products in the higher price zones, but the information would be helpful also to those making moderately priced products. Chapter topics include: Setting up your Business, Your Product, Promotion, Targeting the Market, The Sale, The Follow-up and You Can't Do It All. It is written in an enthusiastic, conversational format, with straightforward pragmatic advice, resource lists, checklists, and examples such as sample order forms, invoices, hang tags, and press releases. Terms such as "line sheets" are explained, so readers without the trade jargon will not be lost. The authors talk to the reader through the marketing process, with sections such as "Presenting your Product to the Buyer" and "Confirmation and Credit Checks."
This book would be valuable for everyone beginning a small apparel business, in the early stages of developing an apparel business, or contemplating such a venture. Extension specialists may find this book to be an excellent resource.