Fashion Marketing

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 channelsStudents 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.