Fashion Marketing: Contemporary Issues

Abstract

Globalization: an introduction to fashion markets and fashion marketing From analogue to digital supply chains - implications for fashion marketing Developing a research agenda for the internationalization of fashion retailing Retail brand marketing in the new millennium The role of store image in the re-branding of Selfridges Store environment of fashion retailers - a Hong Kong perspective The process of fashion trend development leading to a season Innovation management in creating new fashions The mechanics of fashion Consumers and their negative selves, and the implications for fashion marketing B2C online strategies for fashion retailers The making and marketing of a trend

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