Full Description
This book offers a comprehensive overview of key topics, debates and issues in the field of fashion marketing.
The purpose of fashion marketing is to understand the needs of consumers and to orientate both strategic and operational activities to satisfy those needs. In recent times, fashion marketing has faced an era of fast-paced change characterised by the rise of fashion influencers, the impact of technology, and the complexity of consumer needs, which has never been so great. As such, there is a need to examine the concept of fashion marketing in this contemporary setting.
Featuring a range of contributions from international experts in the field, the book is split into sections broadly covering fashion marketing as a concept, internationalization, digital fashion marketing, and contemporary thinking. In doing so it covers topics such as fashion social media, luxury fashion marketing, fashion marketing and the pandemic, sustainability, AI and omnichannel fashion retail.
A definitive resource for students, researchers and practitioners, this book offers a truly contemporary lens that pushes the boundaries of current and future thinking.
Contents
Ch 1: The Evolving Nature of Fashion Product Development and The Importance of Product in Fashion Marketing.- Ch 2: Brand Experience and its Role in Fashion Retailing.- Ch 3: The Allure of the Luxury Fashion Brand Publication Consuming the Fashion Product as Media.- Ch 4: Lifestyle Brand Communications A Theoretical Conceptualization and Applied Study of Spanish Fashion SME Brands Online.- Ch 5: The Impact of Country of Origin Marketing on Fashion Brands.- Ch 6: Circularity in Indian fashion brands Perspectives and Digital Branding Orientations.- Ch 7: Social Media and Fashion Marketing.- Ch 8: Personalisation in Fashion Marketing.- Ch 9: Retail Technology.- Ch 10: Hype or Reality AI as a Disruptor of Fashion Retail.- Ch 11: Reinventing Fashion Business Big Data Analytics.- Ch 12: Contemporary Issues in Fashion Marketing.- Ch 13: Assessing the Factors Mediating the Attitude.- Ch 14: Behaviour Gap in Sustainable Fashion Consumerism.- Ch 15: Luxury Fashion Brands Greenfluence GUCCI Vault and Valentino Vintage CSR Digital Communications.- Ch 16: Integrating Pop-Up Stores in Fashion Brand Strategies A Guerilla Marketing Approach.- Ch 17: Second Hand Luxury Fashion.- Ch 18: Fashion Marketing in The Era of Equality Diversity and Inclusivity.
