Overview

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.

Full Product Details

9781398624764

Table of Contents

Reviews

""This book provides a fresh perspective on fashion marketing - it covers all the essentials of consumers, the marketing mix, branding and communication from both academic and industry perspectives, as well as taking a much-needed future focus around critical areas of innovation and technology, sustainability and global contexts to prepare students for academic study and a fast-evolving industry."" * Dr Patsy Perry, Reader in Fashion Marketing, Manchester Metropolitan University * ""This book provides a rigorous and timely reappraisal of fashion marketing. It moves beyond theory by applying updated models and real industry examples. Designed to equip students with the insight and confidence to navigate and shape an ever-evolving environment, it is essential reading for those seeking to understand and influence the future of fashion marketing."" * Paul Mackie, Head of Department, Fashion & Textiles, University of Southampton * ""This book is a must-read, offering a fresh and relevant perspective on fashion marketing in today's dynamic landscape. It blends strong theoretical foundations with practical insights and current industry examples, making it both informative and engaging for anyone aspiring to study or build a career in the fashion industry."" * Usha Mistry Link Tutor & Lecturer University for the Creative Arts * ""Thorough, contemporary, and highly readable, this book offers a strong foundation in fashion marketing while addressing the realities of an evolving industry. It is an insightful and practical resource that directly addresses the needs of fashion marketing professionals, offering clarity, direction, and real-world relevance."" * Demetra Kolakis, Course Leader BA Fashion Retail Design & Brand Experience University of the Arts London * ""It's is an invaluable toolkit for anyone seeking to understand the theories and current best practice behind campaigns that truly engage today's fashion consumer. Full of academic insights and practical guidance, both aspiring and experienced fashion marketers will benefit from tips for building authentic relationships between brands and consumers that create value and meaning for both."" * Kristin Brewe, Marketing Communications Consultant and Course Leader BA Advertising and Public Relations, University of West London *

Author Information

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.

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