Cross-Cultural Fashion Marketing

Ethnic Fashion, Diversity and Inclusion
1. Auflage 2025
ISBN: 978-1-032-61671-1
Verlag: Routledge

Buch, Englisch, 102 Seiten, Format (B × H): 145 mm x 222 mm, Gewicht: 270 g

Reihe: Routledge Studies in the Fashion Industry

Often neglected by fashion academics, culture underpins diversity and inclusivity of fashion, and more socially aware consumers exhibit ways in which fashion can be displayed within culturally diverse contexts. This book develops an understanding of the role culture plays in fashion and how the fashion industry can embrace diversity and inclusivity in their marketing strategy. The book aims to combine the concept of consumer culture and society with the intricacies of fashion in the context of international marketing, messaging, and communications.

With a particular emphasis on ethnic fashion design and distinct features across cultures, it explores theories and concepts relating to modest fashion, beach fashion, headgear fashion and plus-size fashion among others. Each chapter provides fashion-related stimulating activities for experiential learning. Underpinned by theory and supported by practical examples, the book offers an engaging and innovative study of ethnic fashion from cultural perspectives to demonstrate the importance of developing a truly global brand.

Cross-Cultural Fashion Marketing is essential reading for scholars and postgraduate students interested in fashion marketing and management, cross cultural management, and consumer culture.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Singh, Satyendra

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Textilindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1. Introduction  2. Ethnic Fashion Marketing  3. Cross-Cultural Fashion Marketing  4. Modest Fashion Marketing  5. Plus-Size Fashion Marketing  6. Headgear Fashion Marketing  7. Beachwear Fashion Marketing  8. Conclusion

Über Autor(innen)

Satyendra Singh is Professor of Marketing and International Business, Faculty of Business and Economics, University of Winnipeg, Canada and Editor-in-Chief of the Journal of the Academy of Business and Emerging Markets (DOAJ).