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Full Description
This book demonstrates the multi-disciplinary nature of the contemporary fashion industry. Edited and authored by leading scholars and industry experts, this comprehensive volume explores how ethnicity influences every facet of fashion—from design and production to marketing and consumption. Drawing on theoretical frameworks, with practical application, this book examines how designers incorporate ethnic motifs and traditions into their collections while navigating issues of cultural appropriation and authenticity. The role of ethnicity in shaping fashion communication and business strategies, including advertising campaigns, social media branding, and runway presentations is further examined. Moreover, it sheds light on the business dynamics of ethnic fashion markets, exploring the challenges, opportunities and future directions faced by entrepreneurs and enterprises within diverse consumer market.
Contents
Introduction.- Part I: Design & Production.- Stakes of Globalization and the Aesthetic Challenges of Traditional Fashion Design in Tunisia: Traditional Clothing Design in Sfax as a Model.- Challenges of Fashion Entrepreneurs During Seasonal Festivities in Ghana: A Case Study of Fashion Designers in the Ghana National Tailors and Dressmakers' Association in the Accra Metropolis.- Exploring Influences of Regional and Tribal Heritage in Fashion Design and Local Brands: A Case Study of Saudi Arabia.- Ethnicity and Fashion in the Manufacturing Industry: Namibian Perspective from Dinapama.- The Competitive Situation of the Ghanaian Ethnic Fashion Industry Using Porter's Five Forces Competitive Strategy Model.- Part II: Fashion Communication.- Ethnicity and Fashion: Relationships? A Bibliometric Mapping.- Navigating Cultural Appropriation and Authenticity of the Namibian Aaawambo Tribe Fashion.- Visual Markers of Ethnicity: Exploring Cultural Representation in African Fashion Brands Online.- From Margins to Mainstream: Understanding Consumer Perceptions in Delivering Ethnic Minority Fashion in China.- Commodification of Ethnic Cultural Symbols in Fashion: A Social Sustainability Perspective.- What Boundaries Were Mediated or Eliminated Through Transhumanist Ethnicity? A Perspective from Chinese Virtual Fashion Influencers.- Part III: Business Strategies.- Berber Fashion in North Africa: Between Tradition, Management, Marketing, and Entrepreneurship.- Current Status and Future Prospects of Ethnic Fashion Industries in Sri Lanka.- Beyond the Threads: Navigating Consumer Perceptions of Ethnic Fashion Appropriation vs. Appreciation.- Honouring Tradition: Bow, Arrow, Animal Skin and Patchlappies in Namibia's Fashion Industry — A San/Khoe Khoe and Ovaherero Ethnic Perspective.- Cultural Dynamics and Consumer Behaviour: A Global Perspective on Ethnic Fashion.- Ethnic Diversified Brand Personality Perception.- 19. Heritage Meets Innovation: The Role of Ethnic Influence and Sustainability in Contemporary Fashion Design.- 20. Comparing the Effects of 'Showing Available Product' vs. 'Showing Unavailable Product' by Social Media Influencers for Luxury Fashion Brands in China.
