Fashion Marketing : The Contemporary Marketing Mix
This book offers a comprehensive overview of key topics, debates and issues in the field of fashion marketing. The purpose of fashion marketing is to understand the needs of consumers and to orientate both strategic and operational activities to satisfy those needs. In recent times, fashion marketin...
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| Main Author | |
|---|---|
| Other Authors | |
| Format | Electronic eBook |
| Language | English |
| Published |
Cham :
Springer Nature Switzerland : Imprint: Palgrave Macmillan,
2025.
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| Edition | 1st ed. 2025 |
| Subjects | |
| Online Access | Full text |
| ISBN | 9783031825712 9783031825705 |
| Physical Description | 1 online zdroj |
Cover
Table of Contents:
- Ch 1: The Evolving Nature of Fashion Product Development and The Importance of Product in Fashion Marketing
- Ch 2: Brand Experience and its Role in Fashion Retailing
- Ch 3: The Allure of the Luxury Fashion Brand Publication Consuming the Fashion Product as Media
- Ch 4: Lifestyle Brand Communications A Theoretical Conceptualization and Applied Study of Spanish Fashion SME Brands Online
- Ch 5: The Impact of Country of Origin Marketing on Fashion Brands
- Ch 6: Circularity in Indian fashion brands Perspectives and Digital Branding Orientations
- Ch 7: Social Media and Fashion Marketing
- Ch 8: Personalisation in Fashion Marketing
- Ch 9: Retail Technology
- Ch 10: Hype or Reality AI as a Disruptor of Fashion Retail
- Ch 11: Reinventing Fashion Business Big Data Analytics
- Ch 12: Contemporary Issues in Fashion Marketing
- Ch 13: Assessing the Factors Mediating the Attitude
- Ch 14: Behaviour Gap in Sustainable Fashion Consumerism
- Ch 15: Luxury Fashion Brands Greenfluence GUCCI Vault and Valentino Vintage CSR Digital Communications
- Ch 16: Integrating Pop-Up Stores in Fashion Brand Strategies A Guerilla Marketing Approach
- Ch 17: Second Hand Luxury Fashion
- Ch 18: Fashion Marketing in The Era of Equality Diversity and Inclusivity.