This 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 and Farrelly (2011) refer to stereotypical views of designers as ‘impractical idealists’ concentrating on the shape of products and looking to the future, whereas marketers can be perceived as lacking imagination and focusing mainly on how products fit with consumer needs at the present time. As a result of their research, Beverland and Farrelly (2011) proposed that improved relations between marketers and designers via the deployment of ‘cultural intelligence’ should contribute to improvements in New Product Development (NPD). Similarly Svengren Holm and Johansson (2005) identified differences in the mindsets of designers and marketers and identified five key factors of co-operation between the two specialisms: 1) attitude towards the product 2) professional identity 3) attitudes towards corporate identity 4) relation to value creation and 5) approach to consumer and market research. Other researchers have proposed practical solutions to integrate design and marketing effectively, e.g. by locating these departments in close proximity and conducting cross-functional reviews (Leenders and Wierenga, 2002). However, previous research in this field has concentrated largely on product design, rather than fashion, with limited reference to design in relation to other aspects of the marketing mix, hence the requirement for a journal issue on this topic.

中文翻译：

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时尚界设计与营销的关系

本期特刊调查了在管理角色中设计师和营销人员之间关系的关键因素。之前的几项研究调查了营销和设计之间关系的性质，将它们视为存在于不同文化和思维模式中。例如，Roberts-Lombard 和 Holland (2011) 确定了工作实践方法的主要差异，因为他们研究中的设计师通过设计具有创新性和创造性，并且以非营利为导向，而营销人员的创造力则更多以利润为导向，以目标客户的需求为驱动。同样，Beverland 和 Farrelly (2011) 将设计师的陈规定型观点称为“不切实际的理想主义者”，他们专注于产品的形状并展望未来，而营销人员可能被认为缺乏想象力，主要关注产品如何满足当前消费者的需求。作为他们的研究结果，Beverland 和 Farrelly (2011) 提出，通过部署“文化智能”来改善营销人员和设计师之间的关系应该有助于改进新产品开发 (NPD)。同样，Svengren Holm 和 Johansson (2005) 确定了设计师和营销人员思维方式的差异，并确定了两个专业之间合作的五个关键因素：1) 对产品的态度 2) 专业身份 3) 对企业身份的态度 4) 关系价值创造和 5) 消费者和市场研究方法。其他研究人员提出了有效整合设计和营销的实用解决方案，例如 通过将这些部门靠近并进行跨职能审查（Leenders 和 Wierenga，2002 年）。然而，该领域以前的研究主要集中在产品设计上，而不是时尚上，对与营销组合其他方面相关的设计的参考有限，因此需要就此主题出版期刊。