The Fashion Game by Gordon KendallThe Fashion Game by Gordon Kendall

The Fashion Game

byGordon Kendall

Paperback | March 28, 2014

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Innovative approach, current perspective.


The Fashion Game, 1e presents a new, relevant voice in fashion merchandising. This innovative text follows a unique “fashion in four” approach, which stresses the relationships among the various facets of fashion merchandising. This groundbreaking approach helps students understand how the fashion world functions and how fashion professionals pursue their careers. While many older texts have lost touch with current technologies, issues, and trends, Kendall offers keen insight into today ’s important issues, including social media, privacy concerns, counterfeit products, sweatshops, and sustainability, in addition to covering basic fashion fundamentals. The text’s straightforward approach and current insight will make it a favorite of both students and instructors.


Teaching and Learning Experience


This offers a current and comprehensive introduction to fashion merchandising. It provides:

  • An innovative Fashion in Four approach: This underlying theme emphasizes the strategic processes involved in merchandising.
  • A practical, hands-on focus: Chapter discussions and resources engage readers with material they can directly apply in their careers.
  • Up-to-date coverage of current trends: Students learn about the issues, technologies, and processes important in today ’s industry.
Title:The Fashion GameFormat:PaperbackDimensions:264 pages, 10.79 × 8.9 × 0.55 inPublished:March 28, 2014Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0135117895

ISBN - 13:9780135117897


Table of Contents

Overview of The Fashion Game


Part One: What is The Fashion Game About?  

Section 1—The Fashion Game and Its Players

Section 2—Consumers and The Fashion Game

Section 3--Rules of The Fashion Game


Part Two: Fashion Game Players in Action

Section 4—Providers: Supplying Fashion’s Components

Section 5—Producers: Designing and Manufacturing Fashion

Section 6—Purveyors: Bringing Fashion to You

Section 7—Promoters: Making Fashion Exciting


Part Three: Fashion Game Issues 

Section 8—Products, Practices, and Problems

Section 9—Consumers and Sustainability Concerns


Part Four: The Fashion Game in Motion

Section 10--The Fashion Game in the World

Section 11—Are You Ready for The Fashion Game?

Section 12—Making Your First Fashion Game Move


Bibliography of Selected Sources