Dimensions
170 x 240 x 15mm
Learn the vital role marketing plays within the fashion industry, with this fashion-focused textbook.
This textbook is aim at undergraduate students that need a comprehensive introduction to the world of fashion marketing.
Fashion Marketing explores:
- Consumer and customer motivations
- E-commerce and social commerce
- Digital and technological advancements
- Global perspectives
- Sustainability and the product lifecycle
- Marketing channels
Taking a holistic view at the fashion landscape, this textbook covers traditional and new marketing strategies of fashion brands from fast fashion to high-end and luxury. 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 include a glossary, key concepts and learning outcomes, exercise questions and real-world examples. Online resources include PowerPoint slides for lecturers, short audio clips and a lecturers' manual.
