Fashion Marketing (strategies, Trends And Innovation)

By (author) Wiltshire Jo; By (author) Cousins, Catrin
Short description/annotation:
With this undergraduate textbook, understand the general principles and practices of marketing within the world of fashion.
Description:
Taking a holistic view of the fashion landscape, from fast fashion to high-end, understand marketing principles, practices and the vital role marketing plays within the context of fashion. Fashion Marketing caters to undergraduate students and is also ideal for any student needing a comprehensive introduction to the world of fashion marketing. Covering: - Consumer and customer motivations - E-commerce and social commerce - Digital and technological advancements - Global perspectives - Sustainability and the product lifecycle - Marketing channels 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 also include a glossary, key concepts and learning outcomes and exercise questions. Online resources include PowerPoint slides for lecturers, short audio clips and a lecturers'' manual.
Table of contents:

• Section - ONE: Foundations of Fashion Marketing;
• • Chapter - 01: Introduction to fashion marketing;
  • Chapter - 02: Understanding the fashion consumer;
• Section - TWO: Building a Fashion Brand;
• • Chapter - 03: Brand identity and positioning;
  • Chapter - 04: Fashion product development and pricing;
• Section - THREE: Fashion Marketing Strategies;
• • Chapter - 05: Traditional marketing channels;
  • Chapter - 06: Digital marketing in fashion;
• Section - FOUR: Fashion Marketing Trends and Innovation;
• • Chapter - 07: Sustainability and ethical marketing;
  • Chapter - 08: Technological advancements in fashion marketing;
• Section - FIVE: Global Perspectives and Future Directions;
• • Chapter - 09: International fashion marketing;
  • Chapter - 10: The future of fashion marketing

Biographical note:
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.
Feature:
This textbook gives a foundational understanding of fashion marketing for undergraduate students
Feature:
Highlights several marketing strategies used within the fashion industry to capture attention such as analytics, analysing consumer behaviour and the fashion marketing mix
Feature:
Includes real-world examples from Marks and Spencer''s, Matalan, Chanel, Paynter, Puma, Gymshark and Peacocks
Feature:
Online resources: lecturer slides, instructor''s manual with answers to in-text exercises