Full Description
This edited collection introduces readers to current contemporary issues within the field of fashion marketing and consumption, exploring the main challenges and opportunities within the sector.
The fashion industry is typically characterised by continuous change, with issues ranging from the need for ethical and conscious decision-making around fashion supply chains and design, to how brands can adapt to the digital revolution.
Featuring the best research presented at the Fashion Marketing Consumption and Discourse Colloquium, this book features contributors from around the globe and is split into four sections covering retail, digital, luxury, and sustainability. With topics such as the democratization of fashion, omni-channel retailing, eco fashion, and product design, the collection offers insights and recommendations on this fast-moving industry.
Contents
Part 1: Digital.- Chapter 1: The Rise of Avatar Influencers in Fashion Retail.- Chapter 2: A New era of Fashion Consumption: How Digital Marketing is impacting the
Fashion Consumption Landscape.- Chapter 3: How Gucci Mixed Humour and High Culture and Put the Cool in Luxury Digital Marketing.- Part 2: Sustainability.- Chapter 4: Examining the Motivation Construct and its Influence on the 'Conscious Consumption' of Second-hand Luxury Fashion.- Chapter 5: Omnichannelling as the Key to Establishing Circularity in Fashion Retail.- Chapter 6: Translating 'Sustainability': Exploring the Impact of Language in the Fashion Context.- Part 3: Retail.- Chapter 7: Fashion ReTale: The Re-Telling of Retail Luxury Fashion.- Chapter 8: Sustainability in Fashion Retail: The Design of Fashion Retail Stores.- Chapter 9: Omni-Channel Fashion Retailing: New Horizons.- Part 4: Luxury.- Chapter 10: Luxury Zeitgeist: An investigation into the acceleration of the Luxury Fashion Re-commerce and Resale Market.- Chapter 11: The Transformative Power of Art via a Luxury Fashion Lens.
