Table of Contents

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

About the Author

Michael R. Solomon, Ph.D., is the Dirk Warren ′50 Sesquicentennial Chair and Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia, U.S.A. Professor Solomon’s primary research interests include consumer behavior and lifestyle issues, branding strategy, the psychology of fashion, and marketing applications of virtual worlds and other new media. Professor Solomon is frequently quoted in magazines and newspapers, including Newsweek, The New York Times, and The Wall Street Journal, and he is a Contributor at Forbes.com. He has served as a consultant to numerous fashion marketers, including Calvin Klein, UnderArmour, Timberland, H&M, LUSH Cosmetics and Levi Strauss. In a 2022 ranking of contributions of top scientists in Business and Management, Prof. Solomon was rated #466 in the U.S.A. and #1032 in the world.

Mona Mrad is an Assistant Professor in Marketing at the American University of Sharjah. She holds a PhD 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.

Reviews

What a fantastic book! All key fashion marketing concepts, models and strategies are covered and directly applied to the contemporary fashion industry, making it a rare and valuable resource. A must-have for all students and lecturers across all fashion business courses!
*Dr Rosy Boardman*

This book is a tour de force in explaining and framing the specificities of fashion and luxury consumption. It combines classic marketing frameworks, such as the 4Ps, with ones specific to the industry, such as the Fashion Marketing Mix. The book features a wealth of case studies that reflect a diverse cultural landscape of fashion and luxury consumption practices.
*Professor Benjamin G. Voyer*

Solomon and Mrad do an excellent job of distilling the complex, global fashion system through clear examples and case studies. Readers will come away with a focused understanding of the nuances of fashion industry within the context of marketing.
*Joshua Williams*

Written in an accessible style and illustrated throughout with examples and case studies, this book covers a wide range of business strategy and consumer behaviour content across historical and contemporary fashion and luxury, providing insights into fashion as both a dynamic global industry and a significant cultural phenomenon. The authors’ approach reinforces the need to continually analyse the marketing environment by highlighting shifting industry and consumer trends and provides discussion starters on how consumers think about fashion’s contemporary issues including sustainable fashion, ethical business, technological innovations and data privacy.
*Professor Natascha Radclyffe-Thomas*

The fashion system has its own rules of communication and marketing and, moreover, is subject to rapid changes and transformations. This book explains the intrinsic link between fashion and luxury both by explaining it from a historical point of view, also through case studies, and by dealing with contemporary changes. The result is an in-depth work from a historical, cultural and sociological, as well as marketing, point of view. A section entirely dedicated to consumer choices and their motivations completes the panorama of topics covered. In short, a work that sheds precious light on the crucial sectors of the fashion system and luxury.
*Mauro Ferraresi*

Finally, a fashionable book about fashion: a must read for those aiming for a career in the industry, but not only!
*Roberto Donà*

This textbook is born canonical since it very successfully reconciles fashion and luxury marketing that have long been viewed as opposite if not contradictory. It provides extremely powerful insights to both students and practitioners since it covers with precise examples and illustrations all the stages of fashion marketing. By embracing the many sides of this complex phenomenon called fashion, this book invites the reader on an a rich historical, sociological, behavioural and managerial journey. A real tour de force that should be praised since it fills an obvious gap in the literature.
*Professor Benoît Heilbrunn*