Marketing Fashion is a practical guide that covers the fundamental principles of marketing, branding, and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and shows how they are applied in the global fashion and retail industry, from haute couture to the mass market.

In the third edition, examples drawn from a wide range of fashion, textiles, and retail have been updated to include more information about social media and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues while also tracking recent upheavals in traditional marketing frameworks, such as degrowth. More examples from global fashion weeks and brand collaborations are also included.

The book is intended for undergraduate or foundation-level students, as well as those considering a career in the fashion industry.

Chapters:
Marketing Theory
The Fashion Market
Research & Design
Understanding the Customer
Branding
Promotion

Pages: 288, Year of Publication: 1029, Dimensions: 19x19cm