International Fashion Marketing

Fast-fashion and sportswear brands, luxury houses and independent designers all contribute to a multi-billion-pound market that is constantly growing. They are competing to meet the needs of a global audience, while maintaining brand identity and adapting to diverse markets.

International Fashion Marketing looks at how successful brands:

• Craft a distinct image, voice and aesthetic that reflects their values, whether it's luxury, sustainability or trend-driven fashion

• Translate their brands into foreign markets, adapting their products and marketing strategies and campaigns to align with regional preferences and cultural differences

• Develop relationships with consumers and build communities through digital channels, retail and international exhibitions, experiences and events

• Consider the broader issues of sustainability and ethical fashion practices in line with brand ethos and consumer expectations

With in-text learning features such as learning outcomes and chapter summaries, reflective questions and a glossary of key terms, this textbook will equip students to create impact through branding, marketing and consumer engagement in a global fashion industry. Real-world examples are included from a variety of contemporary fashion segments from fast-fashion to luxury brands, such as Shein, Uniqlo, Veja, Telfar, Dior and Jacquemus.

International Fashion Marketing is ideal for upper-level and postgraduate students studying Fashion Marketing, Management and Merchandising.