Principles of Fashion Marketing

<jats:p>Principles of Fashion Marketing: A Handbook for Design &amp; Technology Students is a comprehensive academic guide that integrates fundamental marketing principles with the creative, technological, and commercial dimensions of the fashion industry. Designed primarily for students of Fashion Design, Textile Technology, Apparel Merchandising, Marketing, and related disciplines, the book provides a structured and practical understanding of how marketing contributes to the success of fashion products and brands. Organised into seventeen progressive sessions, the book covers key areas including marketing strategy, consumer behaviour, market segmentation, targeting and positioning, the marketing environment, global fashion markets, product and pricing strategies, distribution and retailing, promotion, branding, digital and social media marketing, sustainable and ethical fashion, visual merchandising, entrepreneurship, customer relationship management, and fashion marketing analytics. Contemporary issues such as e-commerce, influencer marketing, omnichannel retailing, sustainability, ethical sourcing, and data-driven decision-making are incorporated to reflect the rapidly changing global fashion environment. A distinctive feature of the book is its emphasis on connecting theoretical marketing concepts with practical fashion applications. Case examples, discussion topics, activities, questions, and a capstone marketing project encourage students to apply their knowledge to realistic fashion-business situations. Overall, the book aims to equip future fashion professionals with the marketing knowledge, strategic thinking, analytical ability, ethical awareness, and entrepreneurial perspective required to transform creative ideas into commercially viable and socially responsible fashion products and brands. It is suitable as a textbook, supplementary academic resource, and practical handbook for students, educators, researchers, and aspiring fashion entrepreneurs.</jats:p>