Fashion Marketing - by Jo Wiltshire & Catrin Cousins

About the Book

Book Synopsis

Taking a holistic view of the fashion landscape, from fast fashion to high-end, understand marketing principles, practices and the vital role marketing plays within the context of fashion.

Fashion Marketing caters to undergraduate students and is also ideal for any student needing a comprehensive introduction to the world of fashion marketing. Covering:

- Consumer and customer motivations
- E-commerce and social commerce
- Digital and technological advancements
- Global perspectives
- Sustainability and the product lifecycle
- Marketing channels

Students will understand the key concepts and fundamentals of fashion marketing, by engaging with practical insights, exercises and various real-world examples throughout this book. Examples include various companies including Marks and Spencer's, Matalan, Chanel, Paynter, Puma and GymShark. In-text resources also include a glossary, key concepts and learning outcomes and exercise questions. Online resources include PowerPoint slides for lecturers, short audio clips and a lecturers' manual.

About the Author

Jo Wiltshire is Senior Lecturer of Fashion Marketing at Cardiff Metropolitan University, UK, With over 15 years of industry experience, Jo has built a comprehensive career in fashion, specializing in visual merchandising, store design, brand management and visual communications.

Catrin Cousins is Senior Lecturer of Fashion Marketing, with over 18 years of experience as a fashion buyer, bringing extensive industry knowledge to her teaching. Her expertise spans fashion buying, product development and brand management. She is based at Cardiff Metropolitan University, UK.