Fashion Marketing: Strategies and Innovative Practices for Brand Positioning

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.

Authors: Jo Wiltshire Tidy, Catrin Cousins

Format: Paperback

Pages: 344

ISBN-13: 9781398624764

Publication date: 20260605