Fashion Marketing : Strategies, Trends and Innovation

Understand the key principles and practices of fashion marketing and how to navigate marketing challenges that arise within the ever-evolving world of fashion, with this undergraduate textbook.

<p><b>This is a key textbook for understanding fashion marketing in a global, digital and sustainable era.</b><br><br><b><i>Fashion Marketing</i></b> by <b>Jo Wiltshire</b> and <b>Catrin Cousins</b> offers undergraduate and postgraduate students a comprehensive introduction to the principles, practices and contemporary challenges of marketing within the fashion industry.<br><br>Taking a holistic view of the fashion landscape, this textbook explores the full spectrum of marketing activity, from consumer behaviour and e-commerce to sustainability and product and pricing strategies. Students will learn how marketing strategies are shaped by technology, cultural shifts and the growing demand for transparency and responsible production. Real-world examples from organizations such as Zara, Primark, Stone Island, Calvin Klein and Glossier bring theory to life, helping students apply practical knowledge to industry.<br><br>Designed to support both classroom teaching and independent study, this book includes:<br>- Practical frameworks and models for understanding fashion consumer behaviour and marketing channels<br>- Learning objectives, key concepts and chapter summaries for clear comprehension<br>- Discussion questions to encourage reflection and application<br>- Online lecturer resources include PowerPoint slides<br><br>Whether studying fashion marketing, retail management, or fashion business, <b><i>Fashion Marketing</i></b> equips students with the knowledge and skills to navigate and understand today's dynamic fashion marketplace.</p>