Marketing Fashion: A Global Perspective offers a comprehensive guide to applying core marketing principles within the dynamic world of apparel, home goods, and other design-focused products. Drawing on traditional theories and real-world case studies, this text reveals how fashion marketers create strategies that satisfy consumer needs while delivering profit.
The book examines key areas such as:
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Consumer & Organizational Buying Behavior: Understanding motivations in fashion and design purchases
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Market Research & Segmentation: Identifying trends and target markets
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Product Planning & Positioning and Pricing Strategies
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Retailer Relationships and distribution channels
Beyond classic marketing topics, the text delves into contemporary challenges—technology integration, social responsibility, ethical sourcing, sustainability initiatives, and global market dynamics—offering strategies to navigate diverse economic climates.
Ideal for students, marketing professionals, and industry stakeholders, this edition equips readers with a global perspective on fashion marketing and the tools to develop effective, responsible strategies in a competitive landscape.
