Theory and Practice Across the Fashion Industry
Interdisciplinary approaches from marketing, branding, and media studies illuminate the commercial and ethical implications of marketing within the fashion industry. This book offers a thorough exploration of how marketing strategies influence fashion, providing insights into both the promotional aspects and the critical challenges faced by the industry.
Focusing on fashion luxury brand management, this textbook offers an in-depth exploration of its origins and distinctive elements. It covers contemporary practices and the dynamics of global trade while emphasizing the importance of sustainable models within the industry. Students will gain a thorough understanding of the complexities and challenges faced in managing luxury fashion brands today.
This book draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable.