Keywords
Citation
Lea‐Greenwood, G. (2002), "Fashion Buying", Journal of Fashion Marketing and Management, Vol. 6 No. 1, pp. 90-90. https://doi.org/10.1108/jfmm.2002.6.1.90.1
Publisher
:Emerald Group Publishing Limited
Copyright © 2002, MCB UP Limited
Just as I was bemoaning the fact that there were so few textbooks to assist those of us explaining and teaching fashion buying, along comes a rash of them; here is the latest one.
Although in parts there is a tendency to a bias towards the student studying pure “fashion”, this is an excellent text, well written and informative, with a refreshing personal rather than academic approach.
I particularly liked the glossary of terms, the case studies and the interview tips.
The text, and it should be recommended to students as a text, covers different types of buying situations for different sectors of the fashion market, reflecting the diversity of different organisations and end consumers. The case studies provide a sort of “day in the life” snapshot of the buyer’s role, responsibilities and relationships within a team, which is a key issue in the buying function. Other chapters concern the buying cycle, trend prediction, range planning and sourcing issues.
My main criticism is levelled at the publishers; the book has an eye‐catching colour cover, but where is the colour inside?
I understand costs have to be kept down but fashion buying is about colour!