Revisit: Design and Fashion Marketing


Integrating Design and Fashion Marketing: Planned and Implemented Strategies, Special Issue of the J Global Fashion Marketing, Edited by Simone Guercini and Heewon Sung; Deadline now 25 Oct 2011

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Call for Papers: 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.

Fashion is articulated on various industries and pipelines. Textile and clothing is the largest pipeline in the fashion system, where design processes are traditionally conceived as generated by upstream actors intended to impose the style. The design work is then divided up the various levels of the textile-apparel pipeline (design of the fibers, trends compiled by the bureau de style, textile design, clothing design, the set design and retail environments). The design activities are integrated with those of marketing and purchasing of industrial marketing through the dynamics defined by time patterns (seasons, collections, flash) established or newly formed but still well known to the operators of the fashion system.

The relationship between design and marketing in the fashion business is comparable to that between R & D and marketing companies in the high technology sectors. In fashion marketing orientation to production and product lasted longer than in other sectors. Today is much stronger than in the past a market orientation expressed by consumers and retailers. The design can thus oppose the marketing in the fashion in the sense that the prevalence of one of the reasons may be contrary to the reasoning of others. But the design and marketing instead may reinforce each other, when the design can help create marketing resources, as well as marketing can help give the creative design. Moreover, if the trend is indicated in advance of a market orientation in the fashion chains, such as to overcome the traditional approach to production and product (Taplin 1999), this requires a great effort to design, connected to the power represented by ’emergence of a very wide variety of trend (in the past fifty years – Abernathy et al 1992, Richardson 1996), which is required by marketing it is sustainable only through great effort design.

As well as conceived in terms of R & D as opposed to marketing in fashion, the design concept can be contrasted directly with that of fashion where the first is an element of taste underlying timeless (aesthetics and functionality as canon), while the concept of fashion is fed to the definition of change between differentiation and imitation of the elite of the masses (Simmel 1911).

Paper can be conceptual or empirical and indicative topics include:

  1. The relationship between design and marketing in industrial marketing and purchasing in fashion.
  2. 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).
  3. The marketing of the firm specialized in fashion design.
  4. The contribution of design and marketing in the business models of companies in the fashion industry.
  5. The contribution of design and production to marketing orientation and market orientation in the business of fashion.
  6. The presence of design features in companies that integrate retail.
  7. Companies based in the fashion design (bureau de style) and their relationship with the consumer market and the industrial market.
  8. The organization of the activities of design and marketing firms in the fashion and the integration of the two organizational skills.
  9. The contribution of the creative process of design and marketing companies in the fashion industry.
  10. The strategies of firms in the field of fashion design.

Time schedule:

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,

For Submission Guideline and More Information: