Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury.
Inhaltsverzeichnis
SECTION I: Introduction to Fashion Marketing
Chapter 1: Fashion Marketing: An introduction
Chapter 2: The Big Picture of the Fashion Industry
Chapter 3: Understanding Fashion Change
Chapter 4: Ethical and Sustainable Fashion
SECTION II: Fashion Marketing Strategy
Chapter 5: Strategic Planning and Marketing Insights
Chapter 6: Segmentation, Targeting and Positioning
SECTION III: How Consumers Think About and Choose Fashion
Chapter 7: Micro Factors: Perception, Learning and Attitudes
Chapter 8: Individual Consumer Dynamics: Motivation and the Self-Concept
Chapter 9: Macro Factors: Group and Social Influence and Fashion Opinion Leadership
SECTION IV: Applying the Marketing Mix
Chapter 10: Product Development, Branding and Pricing
Chapter 11: Fashion Marketing Communications
Chapter 12: Fashion Retailing and Distribution
