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Fashion & luxury marketing /

Solomon, Michael R.,

Fashion & luxury marketing / Fashion and luxury marketing Michael R. Solomon and Mona Mrad. - xviii, 384 pages : color illustrations ; 25 cm

P.B P.B

Includes bibliographical references and index.

Introduction to fashion marketing. Fashion marketing: an introduction -- The big picture of the fashion industry -- Understanding fashion change -- Ethical and sustainable fashion -- Fashion marketing strategy. Strategic planning and marketing insights -- Segmentation, targeting and positioning -- How consumers think about and choose fashion. Micro factors: perception, learning and attitudes -- Individual consumer dynamics: motivation and the self-concept -- Macro factors: group and social influence and fashion opinion leadership -- Applying the marketing mix. Product development, branding and pricing -- Fashion marketing communications -- Fashion retailing and distribution.

ISBN: 9781526419248 1526419246 9781526419255 1526419254

Nat. Bib. No.: GBC239573 bnb

Nat. Bib. Agency Control No.: 020509827 Uk

Subjects--Topical Terms:
Fashion merchandising.
Luxuries--Marketing.
Mode--Marchandisage.
Fashion merchandising.
Luxuries--Marketing.

LC Class. No.: HD9940.A2 / S625 2022

Dewey Class. No.: 746.9/20688