Información General

• Autores: Laura Costin, Liz Barnes
• Editores: Palgrave Macmillan : Springer Nature Switzerland AG
• Año de publicación: 2025
• País: Suiza
• Idioma: español
• ISBN: 978-3-031-82570-5, 978-3-031-82571-2, 978-3-031-82573-6
• Texto completo no disponible (Saber más ...)

Resumen

• This book offers a comprehensive overview of key topics, debates and issues in the field of fashion marketing.

  The purpose of fashion marketing is to understand the needs of consumers and to orientate both strategic and operational activities to satisfy those needs. In recent times, fashion marketing has faced an era of fast-paced change characterised by the rise of fashion influencers, the impact of technology, and the complexity of consumer needs, which has never been so great. As such, there is a need to examine the concept of fashion marketing in this contemporary setting.

  Featuring a range of contributions from international experts in the field, the book is split into sections broadly covering fashion marketing as a concept, internationalization, digital fashion marketing, and contemporary thinking. In doing so it covers topics such as fashion social media, luxury fashion marketing, fashion marketing and the pandemic, sustainability, AI and omnichannel fashion retail.

  A definitive resource for students, researchers and practitioners, this book offers a truly contemporary lens that pushes the boundaries of current and future thinking.

Otros catálogos

• Red de Bibliotecas Universitarias (REBIUN)

Listado de artículos

• • Introduction

    Laura Costin, Liz Barnes

    págs. 1-10

    

  • Fashion Marketing Concept

    • The evolving nature of fashion product development and the importance of product in fashion marketing

      Rachel Parker Strak, Rosy Boardman, Rachel Studd

      págs. 13-45

      

    • Brand experience and its role in fashion retailing

      Neetu Singh

      págs. 47-76

      

    • The allure of the luxury fashion brand publication: consuming the fashion product as media

      Elizabeth Kealy Morris

      págs. 77-107

      

    • Lifestyle brand communications: a theoretical conceptualization and applied study of spanish fashion sme brands online

      Teresa Pérez del Castillo

      págs. 109-135

      

  • International Marketing

    • The impact of country of origin marketing on fashion brands

      Sibichan K. Mathew, Astha Garg

      págs. 139-178

      

    • Circularity in indian fashion brands: perspectives and digital branding orientations

      Harleen Sahni, Priti Gadhavi, Nupur Chopra

      págs. 179-207

      

  • Digital Marketing

    • Social media and fashion marketing

      Amy Zhou

      págs. 211-242

      

    • Personalisation in fashion marketing

      Anthony M. Kent

      págs. 243-265

      

    • Retail technologies

      Jackie L. Rayner

      págs. 267-294

      

    • Hype or reality: AI as a disruptor of fashion retail

      Ruth Marciniak

      págs. 295-324

      

    • Reinventing fashion business: Big data analytics

      Sibichan K. Mathew, Shelly Rathee, Michael Burns

      págs. 325-358

      

  • Contemporary Issues in Fashion Marketing

    • Assessing the factors mediating the attitude-behaviour gap in sustainable fashion consumerism

      Philippa James, Aurore Bardey

      págs. 361-388

      

    • Luxury fashion brands greenfluence: GUCCI vault and Valentino Vintage CSR digital communications

      Gemma Muñoz Domínguez, Paloma Díaz Soloaga

      págs. 389-419

      

    • Integrating pop-up stores in fashion brand strategies: a guerilla marketing approach

      Ghalia Boustani

      págs. 421-454

      

    • Second-hand luxury fashion

      Katharina A. Schuck, Jens K. Perret, Audrey Mehn, Kerstin Lehmann

      págs. 455-488