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Full Description
Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury.
The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor's manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).
Contents
SECTION I: Introduction to Fashion Marketing
Chapter 1: Fashion Marketing: An introduction
Chapter 2: The Big Picture of the Fashion Industry
Chapter 3: Understanding Fashion Change
Chapter 4: Ethical and Sustainable Fashion
SECTION II: Fashion Marketing Strategy
Chapter 5: Strategic Planning and Marketing Insights
Chapter 6: Segmentation, Targeting and Positioning
SECTION III: How Consumers Think About and Choose Fashion
Chapter 7: Micro Factors: Perception, Learning and Attitudes
Chapter 8: Individual Consumer Dynamics: Motivation and the Self-Concept
Chapter 9: Macro Factors: Group and Social Influence and Fashion Opinion Leadership
SECTION IV: Applying the Marketing Mix
Chapter 10: Product Development, Branding and Pricing
Chapter 11: Fashion Marketing Communications
Chapter 12: Fashion Retailing and Distribution
