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This book targets at both physical stores and virtual stores plus the social-commerce model meantime offers case studies of Chinese companies which is inspirational for Western retailers in Western markets.

The contents start from the general background of today’s fashion industry and its trends and how the trends are affecting the work of fashion buyers and merchandisers today; followed by the introduction to the very diversified sales channels today; and math for senior buyers and merchandisers; how clothing companies can forecast its sales revenue if without  the assistance of a comprehensive I.T system;  how brands can select the ‘right’ trend and ‘products’ for their consumers; and how we shall manage the generation Y and Z in a digital time.