Taking a holistic view of the fashion landscape, from fast fashion to high-end, understand marketing principles, practices and the vital role marketing plays within the context of fashion.
Fashion Marketing caters to undergraduate students and is also ideal for any student needing a comprehensive introduction to the world of fashion marketing. Covering:
- Consumer and customer motivations
- E-commerce and social commerce
- Digital and technological advancements
- Global perspectives
- Sustainability and the product lifecycle
- Marketing channels
Students will understand the key concepts and fundamentals of fashion marketing, by engaging with practical insights, exercises and various real-world examples throughout this book. Examples include various companies including Marks and Spencer's, Matalan, Chanel, Paynter, Puma and GymShark. In-text resources also include a glossary, key concepts and learning outcomes and exercise questions. Online resources include PowerPoint slides for lecturers, short audio clips and a lecturers' manual.
Section - ONE: Foundations of Fashion Marketing;
Chapter - 01: Introduction to fashion marketing;
Chapter - 02: Understanding the fashion consumer;
Section - TWO: Building a Fashion Brand;
Chapter - 03: Brand identity and positioning;
Chapter - 04: Fashion product development and pricing;
Section - THREE: Fashion Marketing Strategies;
Chapter - 05: Traditional marketing channels;
Chapter - 06: Digital marketing in fashion;
Section - FOUR: Fashion Marketing Trends and Innovation;
Chapter - 07: Sustainability and ethical marketing;
Chapter - 08: Technological advancements in fashion marketing;
Section - FIVE: Global Perspectives and Future Directions;
Chapter - 09: International fashion marketing;
Chapter - 10: The future of fashion marketing
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