Fashion & luxury marketing /
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
London :
SAGE Publications Ltd,
[2022]
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| Subjects: |
Table of 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.