Marketing Fashion Third Edition

Marketing Fashion, Third Edition is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. Examples drawn from a broad range of fashion, textile and retail have been updated to include more on digital and emerging technologies, with an increased focus on sustainability issues. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. This extensively revised edition includes updated material on social media and digital technology including AI/AR/VR/UX and fashion in the metaverse, while also following recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and collaborations.