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Full Description
This is the textbook for understanding fashion marketing in a global, digital and sustainable era.
How can marketers navigate the fast-changing world of fashion - from high-street to haute couture - while balancing creativity, commerce and ethics? Fashion Marketing by Jo Wiltshire and Catrin Cousins offers undergraduate and postgraduate students a comprehensive introduction to the principles, practices and contemporary challenges of marketing within the fashion industry.
Taking a holistic view of the fashion landscape, this textbook explores the full spectrum of marketing activity, from consumer behaviour and e-commerce to sustainability and product and pricing strategies. Students will learn how marketing strategies are shaped by technology, cultural shifts and the growing demand for transparency and responsible production. Real-world examples from organizations such as Zara, Primark, Stone Island, Calvin Klein, and Glossier bring theory to life, helping students apply practical knowledge to industry.
Designed to support both classroom teaching and independent study, this book includes:
· Practical frameworks and models for understanding fashion consumer behaviour and marketing channels
· Learning objectives, key concepts and chapter summaries for clear comprehension
· Discussion questions to encourage reflection and application
· Online lecturer resources include PowerPoint slides
Whether studying fashion marketing, retail management, or fashion business, Fashion Marketing equips students with the knowledge and skills to navigate and understand today's dynamic fashion marketplace.
Contents
Section - ONE: Foundations of Fashion Marketing;
Chapter - 01: Introduction to fashion marketing;
Chapter - 02: Understanding the fashion consumer;
Section - TWO: Building a Fashion Brand;
Chapter - 03: Brand identity and positioning;
Chapter - 04: Fashion product development and pricing;
Section - THREE: Fashion Marketing Strategies;
Chapter - 05: Traditional marketing channels;
Chapter - 06: Digital marketing in fashion;
Section - FOUR: Fashion Marketing Trends and Innovation;
Chapter - 07: Sustainability and ethical marketing;
Chapter - 08: Technological advancements in fashion marketing;
Section - FIVE: Global Perspectives and Future Directions;
Chapter - 09: International fashion marketing;
Chapter - 10: The future of fashion marketing
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