Overview

Often neglected by fashion academics, culture underpins diversity and inclusivity of fashion, and more socially aware consumers exhibit ways in which fashion can be displayed within culturally diverse contexts. This book develops an understanding of the role culture plays in fashion and how the fashion industry can embrace diversity and inclusivity in their marketing strategy. The book aims to combine the concept of consumer culture and society with the intricacies of fashion in the context of international marketing, messaging, and communications. With a particular emphasis on ethnic fashion design and distinct features across cultures, it explores theories and concepts relating to modest fashion, beach fashion, headgear fashion and plus-size fashion among others. Each chapter provides fashion-related stimulating activities for experiential learning. Underpinned by theory and supported by practical examples, the book offers an engaging and innovative study of ethnic fashion from cultural perspectives to demonstrate the importance of developing a truly global brand. Cross-Cultural Fashion Marketing is essential reading for scholars and postgraduate students interested in fashion marketing and management, cross cultural management, and consumer culture.

Full Product Details

9781032616711

Table of Contents

Reviews

""This book thoughtfully explores the multifaceted world of ethnic fashion marketing. It offers valuable insights into the intersections of culture and inclusivity within the ever-evolving fashion landscape. A timely and important read for anyone interested in the past, present and future of ethnic fashion."" Dr. Paurav Shukla, Professor of Marketing, University of Southampton, United Kingdom ""This book offers an exciting and timely account of ethnic fashion across a diverse range of categories including the important yet underexplored niches of modest, plus-size, headgear, and beachwear marketing. It provides a valuable roadmap to navigate the increasingly complex and diverse field of fashion marketing in today’s globalized world. A useful tool for academics and practitioners alike."" Dr. Roland Goldberg, Professor of Marketing, North West University, South Africa

Author Information

Satyendra Singh is Professor of Marketing and International Business, Faculty of Business and Economics, University of Winnipeg, Canada and Editor-in-Chief of the Journal of the Academy of Business and Emerging Markets (DOAJ).

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