International Fashion Marketing : Strategic Management and Promotion for Global Fashion Brands

Learn to create lasting impact for global fashion brands through branding, marketing and consumer engagement.

<p><b>Ideal for upper-level undergraduate and postgraduate students studying Fashion Marketing, Management and Merchandising, this textbook considers how fashion brands</b><b> adapt their products and marketing strategies and campaigns to align with regional preferences and cultural differences. </b><br><br><b><i>International Fashion Marketing </i></b>looks at how successful brands:<br>- Craft a distinct image, voice and aesthetic that reflects their values, whether it's luxury, sustainable or trend-driven fashion<br>- Develop relationships with consumers and build communities through digital channels, retail and international exhibitions, experiences and events<br>- Consider the broader issues of sustainability and ethical fashion practices in line with brand ethos and consumer expectations<br><br>This textbook will help students to create impact through branding, marketing and consumer engagement in a global fashion industry. Real-world examples are included from fast-fashion to luxury brands, such as Shein, Uniqlo, Nike, Louis Vuitton and Jacquemus. Online resources offer additional support with PowerPoint lecturer slides and more real-world examples from leading fashion brands.</p>