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Fashion & luxury marketing / Michael R. Solomon and Mona Mrad.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: London ; Thousand Oaks CA ; New Delhi ; Singapore : SAGE Publications, 2022.Description: xviii, 384 pages : illustrations, portraits (color) ; 25 cm.ISBN:
  • 9781526419255
Other title:
  • Fashion and luxury marketing
Subject(s): LOC classification:
  • HD9999.L852 S65 2022
Contents:
Introduction to fashion marketing. Fashion marketing : an introduction — The big picture of the fashion industry — Understanding fashion change — Ethical and sustainable fashion — Fashion marketing strategy. Strategic planning and marketing insights — Segmentation, targeting and positioning — How consumers think about and choose fashion. Micro factors : perception, learning and attitudes — Individual consumer dynamics : motivation and the self-concept — Macro factors : group and social influence and fashion opinion leadership — Applying the marketing mix. Product development, branding and pricing — Fashion marketing communications — Fashion retailing and distribution.
Summary: Written by marketing experts, this authoritative and comprehensive full-color textbook is made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry. It 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. 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.

Includes bibliographical references and index.

Introduction to fashion marketing. Fashion marketing : an introduction — The big picture of the fashion industry — Understanding fashion change — Ethical and sustainable fashion — Fashion marketing strategy. Strategic planning and marketing insights — Segmentation, targeting and positioning — How consumers think about and choose fashion. Micro factors : perception, learning and attitudes — Individual consumer dynamics : motivation and the self-concept — Macro factors : group and social influence and fashion opinion leadership — Applying the marketing mix. Product development, branding and pricing — Fashion marketing communications — Fashion retailing and distribution.

Written by marketing experts, this authoritative and comprehensive full-color textbook is made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry. It 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.

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.

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