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Fashion & Luxury Marketing

Understanding the Global Fashion Industry and Consumer Behavior

Michael R Solomon author Mona Mrad author

Format:Hardback

Publisher:Sage Publications Ltd

Published:28th Apr '22

Currently unavailable, and unfortunately no date known when it will be back

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Fashion & Luxury Marketing cover

This textbook offers a thorough exploration of fashion marketing, strategy, and consumer behavior, making it an essential resource for students in the field of fashion and luxury.

In Fashion & Luxury Marketing, marketing experts present a detailed and engaging textbook that merges research and theory with real-world applications. This comprehensive resource explores the intricacies of the global fashion industry, delving into essential topics such as marketing strategies, branding, communication, retailing, and distribution. The book also examines the psychological aspects of consumer behavior in the realm of fashion and luxury, providing students with a well-rounded understanding of the subject matter.

The text addresses the significant influence of social media, celebrities, and influencers on fashion consumption, highlighting figures like Kim Kardashian and Lil Miquela. Additionally, it emphasizes the growing importance of ethical fashion and sustainability in today's market. By broadening the definition of fashion and luxury, the authors include various products and services beyond clothing, such as technology, thereby giving readers a richer perspective on the industry.

Illustrated with vibrant visuals from fashion and culture, Fashion & Luxury Marketing includes chapter summaries, questions, and exercises to enhance learning. It serves as an essential resource for students pursuing studies in fashion, luxury, marketing, management, retailing, branding, and communications. Educators benefit from supplementary PowerPoint slides and an instructor’s manual, making it an ideal choice for Fashion Marketing and Luxury programs at various academic levels.

What a fantastic book! All key fashion marketing concepts, models and strategies are covered and directly applied to the contemporary fashion industry, making it a rare and valuable resource. A must-have for all students and lecturers across all fashion business courses! -- Dr Rosy Boardman
This book is a tour de force in explaining and framing the specificities of fashion and luxury consumption. It combines classic marketing frameworks, such as the 4Ps, with ones specific to the industry, such as the Fashion Marketing Mix. The book features a wealth of case studies that reflect a diverse cultural landscape of fashion and luxury consumption practices. -- Professor Benjamin G. Voyer
Solomon and Mrad do an excellent job of distilling the complex, global fashion system through clear examples and case studies. Readers will come away with a focused understanding of the nuances of fashion industry within the context of marketing. -- Joshua Williams
Written in an accessible style and illustrated throughout with examples and case studies, this book covers a wide range of business strategy and consumer behaviour content across historical and contemporary fashion and luxury, providing insights into fashion as both a dynamic global industry and a significant cultural phenomenon. The authors’ approach reinforces the need to continually analyse the marketing environment by highlighting shifting industry and consumer trends and provides discussion starters on how consumers think about fashion’s contemporary issues including sustainable fashion, ethical business, technological innovations and data privacy. -- Professor Natascha Radclyffe-Thomas
The fashion system has its own rules of communication and marketing and, moreover, is subject to rapid changes and transformations. This book explains the intrinsic link between fashion and luxury both by explaining it from a historical point of view, also through case studies, and by dealing with contemporary changes. The result is an in-depth work from a historical, cultural and sociological, as well as marketing, point of view. A section entirely dedicated to consumer choices and their motivations completes the panorama of topics covered. In short, a work that sheds precious light on the crucial sectors of the fashion system and luxury. -- Mauro Ferraresi
Finally, a fashionable book about fashion: a must read for those aiming for a career in the industry, but not only! -- Roberto Donà
This textbook is born canonical since it very successfully reconciles fashion and luxury marketing that have long been viewed as opposite if not contradictory. It provides extremely powerful insights to both students and practitioners since it covers with precise examples and illustrations all the stages of fashion marketing. By embracing the many sides of this complex phenomenon called fashion, this book invites the reader on an a rich historical, sociological, behavioural and managerial journey. A real tour de force that should be praised since it fills an obvious gap in the literature. -- Professor Benoît Heilbrunn

ISBN: 9781526419248

Dimensions: unknown

Weight: 2460g

408 pages