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9781350180185

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A very comprehensive text, which makes a positive contribution to the subject knowledge of fashion business, offering a truly global viewpoint. From a teaching viewpoint, pedagogic features are excellent, providing opportunities for lecturers to draw upon the case studies and suggested class activities to engage students in quality discussions. -- Ruth Marciniak, Glasgow Caledonian University, UK

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Byoungho Ellie Jin is the Albert Myers Distinguished Professor in the Department of Textile and Apparel, Technology and Management at North Carolina State University, USA. Her contribution to the global fashion marketing and branding discipline can be found in more than 140 journal articles and numerous funded research projects. She is the co-author of Fashion Business (2002) as well as Brands Rule the World (2015), and co-editor of Fashion Brand Internationalization (2016), Fashion Branding and Communication (2017) and Process Innovation in the Global Fashion Industry (2019). Dr. Jin served as president of International Textile and Apparel Association (ITAA) in 2021.

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