Fashion Marketing: The Contemporary Marketing Mix (en Inglés) - Laura Costin

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 marketing has faced an era of fast-paced change characterised by the rise of fashion influencers, the impact of technology, and the complexity of consumer needs, which has never been so great. As such, there is a need to examine the concept of fashion marketing in this contemporary setting.

Featuring a range of contributions from international experts in the field, the book is split into sections broadly covering fashion marketing as a concept, internationalization, digital fashion marketing, and contemporary thinking. In doing so it covers topics such as fashion social media, luxury fashion marketing, fashion marketing and the pandemic, sustainability, AI and omnichannel fashion retail.

A definitive resource for students, researchers and practitioners, this book offers a truly contemporary lens that pushes the boundaries of current and future thinking.