1st Edition
Dynamic Fashion Marketing Internationalisation, Sustainability and Technology
1. Introduction
Huifeng Bai and Vito Tassiello
Part I: Dynamic Fashion Business
2. Fashion Brand Marketing in an Era of Pseudo-Modernity: Who Controls the Brand Narrative?
Elaine L. Ritch and Millie Ashworth-Ritch
3. Opportunities and Challenges in Emerging Markets for Luxury Fashion Brands
Huifeng Bai, Louise McBride and Jin Shi
4. Emerging Elegance: Marketing Luxury Fashion in Africa’s Diverse Markets
Adnane Alaoui Mhamdi
5. Building Dynamic Capabilities for Fashion Retailer Internationalisation
Louise McBride, Julie McColl and Stan Paliwoda
6. China’s Luxury Fashion Landscape: Unravelling the Dynamic Strategies of Internationalisation for Luxury Fashion Retailers
Hui Liu
7. New Challengers in International Luxury Fashion Markets
Huifeng Bai, Jin Shi and Bin Gao
Part II: Sustainability and Ethical Consumption of Fashion Marketing
8. Gen Z and Beyond: Luxury and Sustainability – Change, Adaptation and Transformation
Yan Sun and Eleonora Cattaneo
9. Consumer Perspectives on Denim: The Power of The ‘Micro Trend’ and Its Impact on Sustainability
Rose Marroncelli
10. Circular Fashion Consumer Engagement in Sustainable Retail Environments – A Case Study of ReTuna Återbruksgalleria
Mary-Ann Ball
11. Upcycling and Fashion Brands: Fast Fashion or Luxury Brands Only?
Carmela Donato and Feray Adiguzel
12. Convergence of Brand Activism and Social Sustainability: Critical Perspectives, Challenges, and the Imperative of Social Praxis
Pratibha Ram
13. The Three Cs of Sustainability Communication by B-Corp Fashion Brands on Instagram: Commitment, Circular Economy, and Community
Olga Kolotouchkina, Mónica Diaz-Bustamante, Sonia Carcelén-García and Paloma Díaz-Soloaga
Part III: Digital Transformation and Embracing Technology
14. Is Omni-Channel Retailing the Future of Luxury Fashion Brands?
Huifeng Bai, Jin Shi, Julie McColl and Christopher Moore
15. Fashion Analytics: Harnessing Quantitative Methods for Market Success
Vito Tassiello
16. The Use of Voice Assistants for Fashion Shopping: Implications for Ethnic Consumers
Pascal Chimimba, Arooj Rashid, Feray Adiguzel and Margaret Grzegorczyk
17. Tune into Style: The Power of Music in Fashion e-tail Experiences
Ayane Fujiwara
18. Autoethnography and Its Potential for Creating Fashion Business and Marketing Knowledge
Ciandra Birnbaum, Ruth Marciniak and Abhilash Nair
Biography
Huifeng Bai is Senior Lecturer in Marketing and Public Relations at Liverpool John Moores University, UK.
Vito Tassiello is Senior Lecturer in Marketing at Liverpool Business School, Liverpool John Moores University, UK, and Adjunct Professor at LUISS University in Rome, Italy.
