· 2012
Fashion Marketing: Contemporary Issues
- 178citations
- 2012year
Short summary
This collection of essays explores contemporary issues in fashion marketing, covering globalization, digital supply chains, internationalization, retail brand marketing, store image, trend development, innovation, consumer psychology, and online strategies.
AI-generated from the title and abstract; the full text is not read.
Key points
- Globalization significantly shapes fashion markets and marketing strategies.
- Digitalization is transforming fashion supply chains and retail operations.
- Retail brand marketing and store image are critical for success in the new millennium.
- Understanding consumer psychology, particularly negative self-perceptions, offers insights for fashion marketing.
- Innovation and trend development are core processes in creating new fashions.
AI-generated from the title and abstract; the full text is not read.
Abstract
Globalization: an introduction to fashion markets and fashion marketing From analogue to digital supply chains - implications for fashion marketing Developing a research agenda for the internationalization of fashion retailing Retail brand marketing in the new millennium The role of store image in the re-branding of Selfridges Store environment of fashion retailers - a Hong Kong perspective The process of fashion trend development leading to a season Innovation management in creating new fashions The mechanics of fashion Consumers and their negative selves, and the implications for fashion marketing B2C online strategies for fashion retailers The making and marketing of a trend
The authors' abstract, as published at the source., 2012 · DOI ↗
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