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.

Dr. Christine Tsui is an independent fashion researcher, commentator, writer and consultant based in Shanghai now. Tsui was a Fulbright scholar at Parsons the New School for Design in 2013-14. She worked in clothing industry in China for nearly 15 years. Her primary publications include: China Fashion: Conversations with Designers (in both English and Chinese) and Workbook for Fashion Buyers (Workbook, Chinese). The Workbook has been reprinted multiple times and its third edition will be launched in Sept. 2020. She has nearly 180,000 followers on social media in China