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Luxury Fashion Brand Management and Sustainability
"This textbook examines fashion luxury brand management, providing students with a comprehensive understanding of its origins, unique components, current practices, global trade and most importantly, the application of sustainable models to the industry. It also highlights what makes brands fail and how they can become more resilient. The key content covers the heritage of luxury brands, the importance of craftsmanship and creative direction, the role of luxury conglomerates, cultural awareness and internationalisation, risks of failure and opportunities for revitalisation as well as the application of sustainable measures for a resilient and ethical brand future. Each chapter includes a com...
Fashion Marketing and Communication
Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse. This book, in contrast, draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies as tools for understanding the way in which fashion works today, and re-evaluates what makes certain fashion marketing tactics fashionable. Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars an...
Fashion Marketing and Communications
Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies to provide a comprehensive and honest understanding of the commercial and ethical functions marketing plays in the fashion industry. Offering a combination of theory and practice, the book covers subjects including historical advertising and public relations, modern consumerism, contemporary marketing techniques, international markets, and sustainable and inclusive marketing, outlining the opportunities and challenges facing the future of fashion marketers. This second edition has been fully revised to incorporate new chapters on sustainability marke...
Luxury Fashion Brand Management
This textbook examines fashion luxury brand management, providing students with a comprehensive understanding of its origins, unique components, current practices, global trade and, most importantly, the application of sustainable models to the industry. It also highlights what makes brands fail and how they can become more resilient. The key content covers the heritage of luxury brands, the importance of craftsmanship and creative direction, the role of luxury conglomerates, cultural awareness and internationalisation, risks of failure and opportunities for revitalisation as well as the application of sustainable measures for a resilient and ethical brand future. Each chapter includes a com...
Sustainable Fashion Management
This book provides a holistic and accessible approach to sustainable fashion management. It offers an interdisciplinary and practical outlook, combining theory with practical application from a management perspective and underpinned by the Sustainable Development Goals throughout. The book helps students to gain a better understanding of what sustainable fashion is and how it is implemented across the fashion industry, through business model innovations, innovative designs, new technology and digital approaches, and material innovations. Global case studies are employed throughout each chapter, including fashion companies and events of all sizes, alongside other pedagogical features to aid l...
Fashion Trends and Forecasting
Fashion Trends and Forecasting explores how designers, merchandisers, buyers, marketers and strategists use fashion trend forecasting to predict upcoming trends and understand past or current ones. It explains the importance of trend forecasting for businesses and how technology such as artificial intelligence can help to advance it for the future. Addressing both macro- and micro-trends, including fashion styles, textiles and colour trends as well as the impact of technology such as AI and the metaverse, the book offers guidance on how fashion students can address fast-changing consumer needs and demands and identify wider shifts in the cultural, environmental, political and technological w...
Luxury Fashion Marketing and Branding
Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products. It covers subjects including luxury fashion retailing, digital marketing and communication, data analytics, emerging technologies, consumer behaviour and PR. The textbook also offers a focused discussion of the challenges faced by luxury fashion brands to meet growing customer demand for ethical and sustainable practice, including concerns related to diversity, inclusivity, and cultural sensitivity. This textbook is grounded in business practices, featuring real-world examples and international case studies from both established...
Fashion Supply Chain Management
Fashion Supply Chain Management: Integrating Sustainability through the Fashion Supply Chain provides a comprehensive guide to the entire supply chain management process as it relates to the fashion industry; how fashion supply chains work from raw material to finished product, and how generic supply chain concepts are applied in the fashion context. It focuses on contemporary strategic issues with which the sector is currently confronted, some of its current challenges and the innovative ways the sector has developed to respond to these challenges. Concepts such as sustainability, fast fashion, raw materials, logistics and reverse logistics, costing, lean and agile manufacturing and other s...
Fashion Business and Digital Transformation
Fashion Business and Digital Transformation provides a practical and holistic overview of the fashion industry and the key technologies impacting the fashion supply chain. It covers product design and development, production, sales and customer experiences in physical, online and virtual environments. The key technologies impacting the ecosystem are explored, including artificial intelligence, virtual reality, augmented reality, digital fashion design, NFTs, 3D textiles, and blockchain. Strategic concepts such as ‘retail-tainment’, ‘phygital’, gamification and e-commerce, are analysed, alongside the effect of these key strategies for both the retailer and the customer. Theoretical fo...
Responsible Fashion Business in Practice
This unique text offers a holistic, insightful and timely exploration of sustainable practices across the fashion industry. The book takes the reader logically through each part of the authors’ new Responsible 9 FrameworkTM, providing a clear perspective and examples for each component. The framework thoroughly explains the move away from a singular product commercial focus to a Conscious Item approach and Circular Services business mindset. An organisation’s people are at the heart of the new framework and have therefore been rebranded as Community. Next addressed is the Perceived Value of an item or brand, and how sustainable pricing initiatives actively influence consumer purchase. In...
