Journal of Fashion Marketing and Management: An International Journal

The Relationship Between Design and Marketing in the Fashion IndustryThis Special Issue investigates key factors in the relationship between designers and marketers in management roles.Several previous studies have investigated the nature of the relationship between marketing and design, viewing them as existing within different cultures and modes of thinking.For example, Roberts-Lombard and Holland (2011) identified key differences in approaches to working practice, in that designers in their study were innovative and creative via design, as well as non-profit-orientated, in contrast to marketers whose creativity was more profit-orientated, driven by the requirements of target customers.Similarly, Beverland…