Fashion & luxury marketing

By:

Solomon, Michael R

Contributor(s):

Mrad, Mona

Material type: Text

TextPublication details: Sage Publication Ltd London 2022Description: xviii, 384 pISBN:

9781526419255

Subject(s):

DDC classification:

658.8 SOL

Summary: 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). (https://us.sagepub.com/en-us/nam/fashion-luxury-marketing/book255328)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 SOL (Browse shelf(Opens below))	1	Checked out	03/20/2025	006810

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Previous	658.8 SIN Brands and consumers:	658.8 SIN Marketing to the poor: creating value	658.8 SMI Customer-driven marketing: lessons from entrepreneurial technology companies	658.8 SOL Fashion & luxury marketing	658.8 SRI Mindful marketing: the first of its kind cartoon book to master modern marketing	658.8 STE Chief marketing officers at work	658.8 TRE The discipline of market leaders: choose your customers, narrow your focus, dominate your market	Next

Table of content:
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: Segmentation, Targeting and Positioning
SECTION III: How Consumers Think About and Choose Fashion
Chapter 7: Micro Factors: Perception, Learning and Attitudes 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
[https://us.sagepub.com/en-us/nam/fashion-luxury-marketing/book255328#contents]

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).

(https://us.sagepub.com/en-us/nam/fashion-luxury-marketing/book255328)

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