Full Description
This contributed volume captures some of the most current topics and trends in the fashion industry. It provides a theoretical and empirical analysis of the behaviour of firms in this fast-moving industry with a focus on their resources, capabilities and routines around communication and sustainability strategies in an international context. It covers hot topics such as the role of social media, sustainability, and luxury as well as brief mention on how the Covid-19 pandemic will impact fashion brands. With contributions from practitioners and academics, this book provides an overview of the debates, analysis and best practices, making it an invaluable resource for anyone studying or researching the fashion industry, branding, or luxury.
Contents
1 An overview of sustainability and firm's branding strategies in the fashion industry.- 2 Sustainability and heritage in practice; the case of Harris Tweed Hebrides.- 3 Quantitative analysis of the fashion industry comparing Spanish and British fashion companies.- 4 Luxury brands, consumer behaviour and sustainability.- 5 The role of social media in the fashion industry.- 6 Communication in the fashion industry: Sustainability focus.- 7 Conclusion.
