Overview
- Provides insight on growing areas such as sustainability, luxury, digital, trends and psychology
- Offers an understanding of the structure of the fashion industry and how this differs in emerging markets
- Offers a range of case studies and insights from emerging markets
Part of the book series: Palgrave Studies of Marketing in Emerging Economies (PSMEE)
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Table of contents (10 chapters)
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Front Matter
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Introduction
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Front Matter
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Fashion Marketing in Emerging Economies: Consumer and Brand Building Perspectives
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Front Matter
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Fashion Marketing in Emerging Economies: Sustainability and Social Responsibility Perspectives
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Front Matter
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Back Matter
Keywords
About this book
Over the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for women’s mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gain an understanding of the state of the industry, macro-environmental factors, traditions and religious beliefs. A one-size-fits-all approach to global fashion marketing strategy now requires a step-change; fashion firms require dedicated strategies which fit the need of the fashion brands that are operating or seeking to operate within emerging markets.
In this contributed volume, authors shed light on fashion marketing strategy for emerging economies and recognise these markets as major growth centres. Chapters explore core topics such as brand management, sustainability, digital marketing, analytics and data science. Covering a wide range of emerging markets, chaptersprovide case studies from China, India, Ethiopia, Romania, Turkey, Brazil and Nigeria, among others.
This book responds to the growing demand for research, information, recommendations and insight from practitioners, entrepreneurs and academics who are eager to understand marketing strategies, tools and technologies that will work within this unique industry.
Editors and Affiliations
About the editors
Frederica Brooksworth is an academic, researcher and strategist and a lecturer at the London College of Fashion. Brooksworth is also the Director of the Fashion Education Group and Founder of the Council for International African Fashion Education. She specialises in business management, marketing and branding, professional development, EdTech and Curriculum development.
Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich. Emmanuel’s primary area of interest is ABCDE of Marketing Communications - Advertising, Branding, Communications, Digital and Ethics. He has authored and edited over ten books on branding, fashion marketing and higher education.
Genevieve Bosah is a Senior Lecturer at the University of Hertfordshire, where she specialises in Public Relations, Media and Branding. Before coming to academia, she worked as a communications consultant for international organisationsand national governmental agencies. She held public relations advisory roles and developed communication and stakeholder management strategies.
Bibliographic Information
Book Title: Fashion Marketing in Emerging Economies Volume I
Book Subtitle: Brand, Consumer and Sustainability Perspectives
Editors: Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah
Series Title: Palgrave Studies of Marketing in Emerging Economies
DOI: https://doi.org/10.1007/978-3-031-07326-7
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023
Hardcover ISBN: 978-3-031-07325-0Published: 07 December 2022
Softcover ISBN: 978-3-031-07328-1Published: 07 December 2023
eBook ISBN: 978-3-031-07326-7Published: 06 December 2022
Series ISSN: 2730-5554
Series E-ISSN: 2730-5562
Edition Number: 1
Number of Pages: XIII, 281
Number of Illustrations: 31 b/w illustrations
Topics: Marketing, Emerging Markets/Globalization, Industries, International Business