In this book, fashion retailers won't find any complicated management models. The author has turned the complex world of marketing strategy into a number of concrete easy-to read tips, all free from jargon, with a step-by-step approach, the knowledge of the right techniques and a clear view of the fashion sector. With this book as a guide, every fashion retailer will soon be ready to write and implement a powerful marketing strategy to make them stand out.The independent fashion retailer is under pressureThey definitely cannot take part in the ruthless promotion race and price wars the big retailers revel in. And since most fashion retailers choose service above price as a strategic weapon, they're more vulnerable when the economy starts to look bad. Moreover, they need to live with consumers who are becoming increasingly critical and less faithful, deal with competition from domestic and foreign web-shops and attempt to follow the incredible tempo with which new marketing techniques are appearing.Marketing success in 22 stepsThe first nine tips focus on the business model. Learn how and why every fashion retailer puts together an offer of products or services, launches it to a clearly determined target group and then positions itself against one or more competitors. Discover how a business model is able to create extra 'value' for your clients. It's the basis for successful marketing communication and the heart of any successful marketing policy.Tips 10 through to 21 put the fundamentals of communication on the board. You're shown the techniques for creative and flexible communication, so you can keep on top of changes in the future.When the business model and the communication mix are written down, the marketing strategy is ready to go. In the last tip, you're told how you can learn to keep on keeping on, through successes and mistakes, and how you can make adjustments to your marketing strategy to ensure you remain on top of anything and everything.