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Marketing Fashion: A Cross-Cultural Perspective
Textbook

Marketing Fashion: A Cross-Cultural Perspective

Joseph H Hancock, Penny Gill, Richard Petrizzi and Patricia Mink Rath
01 Jan 2025
DOI: https://doi.org/10.5040/9798765109380

Abstract

Fashion merchandising Target marketing Fashion or Textiles Design Marketing
While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Cross-Cultural Perspective, Second Edition, presents marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs. This includes topics such as: Research, Relationships and Branding, Products; Prices and Distribution; Sales, Promotion, and Communications; and Careers. A brand-new Appendix on Careers helps students better identify potential jobs in the ever-evolving division of marketing. Readers will begin to understand how marketing impacts consumer and organizational buying behavior, research, a diversified consumer base, product planning and positioning, pricing, supply chain management, wholesale, retail, and personal sales. Rooted in historical ideology with examples of classic marketing and fashion theories readers will become well-rounded with practices as they relate to contemporary design. Marketing Fashion, Second Edition explores in depth contemporary issues such as technology, social media, market diversity, social responsibility and ethics, ecological production, and considers effective strategies for various economic climates. This text explores those who work in this area of fashion and explores opportunities for readers to pursue in the areas of marketing fashion products.

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