Michael R. Solomon & Mona Mrad 
Fashion & Luxury Marketing [PDF ebook] 

Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury.



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 Power Point 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).

Cuprins

SECTION I: Introduction to Fashion Marketing

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

Despre autor

Mona Mrad is an Assistant Professor in Marketing at the American University of Sharjah. She holds a Ph D in Marketing from the University of Manchester, UK. She has also obtained a degree in fashion design from ESMOD and attended fashion courses at the London College of Fashion in the UK. Mona′s research interests fall in the general area of consumer behaviour, technology and innovation, and fashion/luxury marketing. She is particularly interested in researching the consumer-brand relationship, as well as the excessive buying behaviour phenomena toward brands and products, in particular toward fashion and luxury brands. Her research has appeared in academic journals such as the Journal of Business Research, European Journal of Marketing, Journal of Retailing and Consumer Services, Journal of Brand Management, Technology Analysis & Strategic Management and Qualitative Market Research.