Fashion Marketing

Strategies, Trends and Innovation
1. Auflage 2026
ISBN: 978-1-3986-2476-4
Verlag: Kogan Page

Buch, Englisch, 344 Seiten, Format (B × H): 170 mm x 244 mm, Gewicht: 595 g

This is a key textbook for understanding fashion marketing in a global, digital and sustainable era. Fashion Marketing by Jo Wiltshire and Catrin Cousins offers undergraduate and postgraduate students a comprehensive introduction to the principles, practices and contemporary challenges of marketing within the fashion industry. Taking a holistic view of the fashion landscape, this textbook explores the full spectrum of marketing activity, from consumer behaviour and e-commerce to sustainability and product and pricing strategies. Students will learn how marketing strategies are shaped by technology, cultural shifts and the growing demand for transparency and responsible production. Real-world examples from organizations such as Zara, Primark, Stone Island, Calvin Klein and Glossier bring theory to life, helping students apply practical knowledge to industry. Designed to support both classroom teaching and independent study, this book includes: - Practical frameworks and models for understanding fashion consumer behaviour and marketing channels - Learning objectives, key concepts and chapter summaries for clear comprehension - Discussion questions to encourage reflection and application - Online lecturer resources include PowerPoint slides Whether studying fashion marketing, retail management, or fashion business, Fashion Marketing equips students with the knowledge and skills to navigate and understand today's dynamic fashion marketplace.

Autoren/Hrsg.

Wiltshire, Jo

Cousins, Catrin

Fachgebiete

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

Inhaltsverzeichnis

• • Chapter - 01: Introduction to fashion marketing;
• Section - ONE: Foundations of Fashion Marketing;
• • Chapter - 02: The fundamentals of marketing;
• Section - TWO: Fashion Brand Development;
• • Chapter - 03: Understanding the fashion consumer;
  • Chapter - 04: Brand Identity and story telling;
  • Chapter - 05: Product and pricing strategies;
• Section - THREE: Fashion Marketing Strategies and Tactics;
• • Chapter - 06: Traditional fashion marketing channels;
  • Chapter - 07: Digital fashion marketing approaches;
• Section - FOUR: Fashion Marketing Trends and Innovation;
• • Chapter - 08: Sustainable and ethical marketing;
  • Chapter - 09: 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.