- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Fashion & Luxury Marketing
About this book
Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury.
The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor's manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).
The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor's manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Fashion & Luxury Marketing by Michael R. Solomon,Mona Mrad in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Cover
- Half Title
- Publisher Note
- Title Page
- Copyright Page
- Endorsements
- Contents
- Table of Contents
- Sidebar List
- About the Authors
- Online Resources
- Section I Introduction to Fashion Marketing
- Chapter 1 Fashion Marketing: An Introduction
- Chapter 2 The BIG Picture of the Fashion Industry
- Chapter 3 Understanding Fashion Change
- Chapter 4 Ethical and Sustainable Fashion
- Section II Fashion Marketing Strategy
- Chapter 5 Strategic Planning and Marketing Insights
- Chapter 6 Strategic Planning and Marketing Insights
- Section III How Consumers Think About and Choose Fashion
- Chapter 7 Strategic Planning and Marketing Insights
- Chapter 8 Individual Consumer Dynamics: Motivation and the Self-Concept
- Chapter 9 Macro Factors: Group and Social Influence, and Fashion Opinion Leadership
- Section IV Applying the Marketing Mix
- Chapter 10 Product Development, Branding and Pricing
- Chapter 11 Fashion Marketing Communications
- Chapter 12 Fashion Retailing and Distribution
- Index