Fashion & Luxury Marketing
Autor Michael R. Solomon, Mona Mraden Limba Engleză Paperback – 27 apr 2022
The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor’s manual to support use of the textbook with students.Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).
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Specificații
ISBN-10: 1526419254
Pagini: 408
Dimensiuni: 189 x 246 x 25 mm
Greutate: 0.73 kg
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
Cuprins
Chapter 1: Fashion Marketing: An introduction
Chapter 2: The Big Picture of the Fashion Industry
Chapter 3: Understanding Fashion Change
Chapter 4: Ethical and Sustainable Fashion
SECTION II: Fashion Marketing Strategy
Chapter 5: Strategic Planning and Marketing Insights
Chapter 6: Segmentation, Targeting and Positioning
SECTION III: How Consumers Think About and Choose Fashion
Chapter 7: Micro Factors: Perception, Learning and Attitudes
Chapter 8: Individual Consumer Dynamics: Motivation and the Self-Concept
Chapter 9: Macro Factors: Group and Social Influence and Fashion Opinion Leadership
SECTION IV: Applying the Marketing Mix
Chapter 10: Product Development, Branding and Pricing
Chapter 11: Fashion Marketing Communications
Chapter 12: Fashion Retailing and Distribution
Notă biografică
Michael R. Solomon, Ph.D.,is the Dirk Warren ¿50 Sesquicentennial Chair and Professor of Marketing in the Haub School of Business at Saint Joseph¿s University in Philadelphia, U.S.A. Professor Solomon¿s primary research interests include consumer behavior and lifestyle issues, branding strategy, the psychology of fashion, and marketing applications of virtual worlds and other new media. Professor Solomon is frequently quoted in magazines and newspapers, including Newsweek, The New York Times, and The Wall Street Journal, and he is a Contributor at Forbes.com. He has served as a consultant to numerous fashion marketers, including Calvin Klein, UnderArmour, Timberland, H&M, LUSH Cosmetics and Levi Strauss. In a 2022 ranking of contributions of top scientists in Business and Management, Prof. Solomon was rated #466 in the U.S.A. and #1032 in the world.