TY  - BOOK
AU  - Solomon,Michael R.
AU  - Mrad,Mona
TI  - Fashion & luxury marketing
SN  - 9781526419248
AV  - HD9940.A2 S625 2022
U1  - 746.9/20688 23
PY  - 2022///]
CY  - London
PB  - SAGE Publications Ltd
KW  - Fashion merchandising
KW  - Luxuries
KW  - Marketing
KW  - Mode
KW  - Marchandisage
KW  - fast
N1  - 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
ER  -