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"Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness"--P. [4] of cover

"This book explores the concept of the celebrity as a human fashion brand, and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers. Beginning with an overview of the background and context of the fashion celebrity, the authors consider celebrity fashion classifications, fashion influencers, explore existing theory, models and tools, and the role of technology, and explain how celebrity-endorsed products impact on fashion consumers and trends. The book defines and develops a 'Human Fashion Brand Model', which describes the relationship between the fashion celebrity, fashion celebrity marketers and fashion consumer behaviour choices in celebrity fashion emulation. Coupled with reflective questions to aid learning, every chapter is illustrated by case studies of celebrities as fashion brands, as well as their impact on fashion, including Kylie Jenner and Kim Kardashian West, Beyoncé and Madonna. Providing a holistic understanding of the celebrity as a human fashion brand and celebrity-inspired fashion consumption, Celebrity Fashion Marketing should be recommended reading for advanced undergraduate and postgraduate students studying Celebrity Fashion and Influencer Marketing, Fashion Marketing, Fashion Brand Management and Consumer Behaviour"--

Conference Theme: The Global Politics of Fashion ; Session 4A: The Global Politics of Muslim Fashion ; By revisiting the socioeconomic conditions across Greater China, the researcher looks at whether fashion marketing communication is done on a top-down or bottom-up basis in the Chinese fashion marketing industry, and also determines if such notion of fashion represents merely the original predetermined Western style or also involves an adaptation and appropriation of Chinese culture. The interdisciplinary research reviewed case studies on various socio-historical, economic and cultural influences on the Chinese fashion industry, and applied theories of media and communication studies. Primary research data was acquired through participant observation in the Chinese high fashion . ; published_or_final_version

During the later decades of the previous century and the first decade of this century, the global textile market saw considerable changes, in today's market, which is defined by fierce rivalry, understanding and applying marketing principles is critical for achieving great business results in the fashion industry, that is why fashion marketing is becoming more important and playing a significant part in the management of upcoming developments, and Because of the applicability of marketing to fashion products and services, a new discipline of marketing known as fashion marketing has emerged. The development of the market through the history of fashion in the beginning occurred due primarily important inventions, technological innovation, the socially large-scale events and global processes and phenomena in various spheres of life, especially in the field of culture, and politics. Thanks to technological advancements, fashion visual perception aspects, and other factors, modern fashion design has attained average function and performance, they sell as a sign of social and cultural connectedness by demonstrating modern people's sensitivity and readiness to express themselves. This article will attempt to bring together both the practical and conceptual aspects of fashion marketing leading to a set of guidelines which may be used to emphasize the role of digital lightening fashion technique and the conceptual aspects of fashion marketing otherwise, designers of digital lighting clothes do not invent new lighting technologies but dynamically integrate them into developed models. The range of lighting and electronic devices applied in clothes design, is very broad: from tiny light emitting diodes to liquid crystal (LC) screens, from diode lasers to electro fluorescent radiators. Integration of such devices into modern clothes design increases the esthetic, ergonomic, information and biological parameters.

Abstract
Through five cases from high-end fashion brands, this article explores the use of models in contemporary fashion marketing. The models represent subversive beauty ideals, and the aim of the analysis is to determine whether these 'faces' are intended to challenge stereotypes concerning age, gender, body and sexuality or whether they are examples of marketing absorbing consumer behaviour to appeal to contemporary consumers. The research is based on fashion campaigns and runway shows in mainly luxury fashion brands in the Euro-American market in the period 2009–2012. The article concludes that while greater diversity may be a positive side effect of the use of subversive beauty ideals the stereotypes are also the prerequisite for the social strategy at play. This strategy deals with the Logic of Wrong where social distinction is created through literally doing something that is considered socially or culturally wrong.

Over the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for womens mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gain an understanding of the state of the industry, macro-environmental factors, traditions and religious beliefs. A one-size-fits-all approach to global fashion marketing strategy now requires a step-change; fashion firms require dedicated strategies which fit the need of the fashion brands that are operating or seeking to operate within emerging markets. In this contributed volume, authors shed light on fashion marketing strategy for emerging economies and recognise these markets as major growth centres. Chapters explore core topics such as brand management, sustainability, digital marketing, analytics and data science. Covering a wide range of emerging markets, chapters provide case studies from China, India, Ethiopia, Romania, Turkey, Brazil and Nigeria, among others. This book responds to the growing demand for research, information, recommendations and insight from practitioners, entrepreneurs and academics who are eager to understand marketing strategies, tools and technologies that will work within this unique industry. Frederica Brooksworth is an academic, researcher and strategist and a lecturer at the London College of Fashion. Brooksworth is also the Director of the Fashion Education Group and Founder of the Council for International African Fashion Education. She specialises in business management, marketing and branding, professional development, EdTech and Curriculum development. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich. Emmanuels primary area of interest is ABCDE of Marketing Communications - Advertising, Branding, Communications, Digital and Ethics. He has authored and edited over ten books on branding, fashion marketing and higher education. Genevieve Bosah is a Senior Lecturer at the University of Hertfordshire, where she specialises in Public Relations, Media and Branding. Before coming to academia, she worked as a communications consultant for international organisations and national governmental agencies. She held public relations advisory roles and developed communication and stakeholder management strategies.