Fashion Marketing

Strategies, Trends and Innovation
1. Auflage 2026
ISBN: 978-1-3986-2478-8
Verlag: Kogan Page Ltd

Buch, Englisch, 328 Seiten, Format (B × H): 156 mm x 234 mm

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.

Autoren/Hrsg.

Cousins, Catrin

Wiltshire, Jo

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Textilindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Jo Wiltshire is Senior Lecturer of Fashion Marketing at Cardiff Metropolitan University, UK, With over 15 years of industry experience, Jo has built a comprehensive career in fashion, specializing in visual merchandising, store design, brand management and visual communications.

Catrin Cousins is Senior Lecturer of Fashion Marketing, with over 18 years of experience as a fashion buyer, bringing extensive industry knowledge to her teaching. Her expertise spans fashion buying, product development and brand management. She is based at Cardiff Metropolitan University, UK.