Fashion Marketing in Emerging Economies Volume I

Brand, Consumer and Sustainability Perspectives

Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah

• Publisher: Palgrave Macmillan
• Year: 2022
• Print ISBN: 9783031073250
• eBook ISBN: 9783031073267
• Topic: Business
• Subtopic: Business General
• Index: Business

Over the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for women's mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gain an understanding of the state of the industry, macro-environmental factors, traditions and religious beliefs. A one-size-fits-all approach to global fashion marketing strategy now requires a step-change; fashion firms require dedicated strategies which fit the need of the fashion brands that are operating or seeking to operate within emerging markets.

In this contributed volume, authors shed light on fashion marketing strategy for emerging economies and recognise these markets as major growth centres. Chapters explore core topics such as brand management, sustainability, digital marketing, analytics and data science. Covering a wide range of emerging markets, chaptersprovide case studies from China, India, Ethiopia, Romania, Turkey, Brazil and Nigeria, among others.

This book responds to the growing demand for research, information, recommendations and insight from practitioners, entrepreneurs and academics who are eager to understand marketing strategies, tools and technologies that will work within this unique industry.

Table of contents

• Cover
• Front Matter
• Part I. Introduction
• Part II. Fashion Marketing in Emerging Economies: Consumer and Brand Building Perspectives
• Part III. Fashion Marketing in Emerging Economies: Sustainability and Social Responsibility Perspectives
• Part IV. Conclusion
• Back Matter