De Gruyter Handbook of Fashion Marketing

Fashion is a behemoth industry, predicted to grow by close to 5% annually, which would result in a projected market volume of US $1.16 trillion in 2030 (Statista, 2025). The success of the industry is supported by a kaleidoscope of traditional and contemporary marketing strategies that are rapidly evolving into a digital future. There is plenty of literature available on how to implement marketing and marketing in fashion, but very little has been published to offer a progressive and holistic reference work. Furthermore, marketing as a discipline has the potential to cause harm due to its manipulative nature, and therefore, it is of utmost importance to be fully aware of its ethical implications. In this handbook, ethical considerations are woven throughout, and each chapter contemplates implications for the wider industry and society. As a result, you will find a much-needed nuanced discussion of research and progress in the field of fashion marketing that differentiates itself from classic marketing literature and is both academically rigorous while being practical and applicable to real-life scenarios.

The authors of this handbook are leading experts and academics from around the world who have been carefully selected to each contribute a chapter and empower a much-needed discourse, filling the gap in the literature. Each chapter carefully curates its content to offer the experienced and novice reader an understanding of the background, existing literature, or applications, followed by new approaches, experimentations, and views. There are theoretical studies, experiences, contemplations, case studies, and practical applications.

As a collective volume, the handbook offers a truly multipolar and balanced overview of fashion marketing, covering a field of opportunities and tensions across global markets, generation studies, culture and subculture, luxury, ultrafast fashion, celebrity marketing, digital progress, ownership, law, and many more. The handbook is divided into four curated sections that broadly cover fashion marketing from the angles of sociology, diversity and inclusion, luxury studies, and digital technologies.