Fashion & Music

1. Front Matter

   Pages i-xi

   PDF

2. An Introductory Viewpoint to Fashion and Music

   • Jochen Strähle

   Pages 1-5

3. Fashion and Music: A Literature Review

   • Jochen Strähle, Anna-Christina Kriegel

   Pages 7-30

4. Music as Key-Influencer of Fashion Trends

   • Jochen Strähle, Jennifer Rödel

   Pages 31-49

5. Case Study: Grunge Music and Grunge Style

   • Jochen Strähle, Noemi Jahne-Warrior

   Pages 51-69

6. In-Store Music in Fashion Stores

   • Jochen Strähle, Ronja Hohls

   Pages 71-92

7. Music in Fashion Communication

   • Jochen Strähle, Mara Keibel

   Pages 93-115

8. Co-design and Endorsement

   • Jochen Strähle, Gabriele Strobl

   Pages 117-133

9. Creating Differentiation by Style

   • Jochen Strähle, Patricia Dürr

   Pages 135-158

10. Merchandising in the Music Business

    • Jochen Strähle, Charline Susan Jackson

    Pages 159-176

11. Case Study: EMP

    • Jochen Strähle, Myriam Töpfer

    Pages 177-199

12. How Digital Changed the Music Industry

    • Jochen Strähle, Lukas Köhneke

    Pages 201-221

13. Crowdfunding: Learnings from the Music Business

    • Jochen Strähle, Franziska Lang

    Pages 223-243

14. Case Study: Marillion

    • Jochen Strähle, Lena Bulling

    Pages 245-264

This book will broaden readers’ understanding of the links between the music and fashion industries. It highlights the challenges currently facing the fashion industry in terms of hyper-competition, definition of ever-faster trends, changing consumer demands etc. In fact, the fashion industry is heavily influenced by the digital revolution in the music industry, which has changed the face of individual music consumption and social reference, and therefore, also has impacts on fashion consumption and social reference. This understanding is crucial in order to realign any fashion company’s strategies to the demands of modern fashion consumers. 
In terms of content, the book first discusses the social perspective of fashion and music. This includes an analysis of music as a key influencer of fashion trends, both theoretically and on the basis of a case study on grunge music. Then the role of music in the fashion business is addressed, and cover


s in-store music and the role of music in fashion communication. Following up, the role of fashion in the music business is analyzed. This includes the trend of co-design of fashion collections, music artists’ role of differentiation by style, and the market for music fashion merchandise articles (both theoretically and drawing on a case study). In closing, potential lessons learned from the music industry are developed for the fashion industry. This includes an analysis of the digital revolution and the advent of the crowdfunding idea (both theoretically and in a case study).

• Fashion in the music business
• Music in the fashion business
• Influence of music on fashion trends
• hypercompetition of fashion industry
• cosumer demands
• grunge music
• social aspect of fashion and music

• Reutlingen University, Reutlingen, Germany

  Jochen Strähle

Professor Jochen Strähle is an international fashion management & marketing expert trained at Friedrich-Schiller-University Jena (G), Universidade de Coimbra (PT), and the University of London/Paris (UK/F). He holds a Master and a Ph.D. in Business Administration/ Intercultural Management. He is considered as one of the key influencers on fashion retailing and is famous for his key-notes. Strähle is a full-professor for International Fashion Management at Reutlingen University in Germany. Prior to his current position he was full-professor for Retail Management at the University of Cooperative Education in Germany. He has been visiting professor at the University of Southampton (UK) and the Haaga Helia University in Helsinki (FI), has been appointed guest-professor at the Xi’an Polytechnic University Xi’an (PRC) and has been guest-lecturer at the London College of Fashion, (UK) the ITC of the Hong Kong Polytechnic University (HKG), Donghua University (PRC), and Bunka Gakuen University(JP).  Prior to joining Reutlingen University, Jochen Strähle was CEO of the biggest fashion online retailer in Central Eastern Europe. He attended several management positions in the fashion industry in Germany, Austria, Slovakia, and has been working and living in more than eight different countries. Professor Strähle has authored courses on international marketing, fashion management, strategic co-operations, and international trade. He has published five books and several articles on international fashion management and online business and is a well-known speaker on conferences.

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