2nd Edition

Fashion Marketing and Communications Theory and Practice Across the Fashion Industry

By Olga Mitterfellner Copyright 2025
    316 Pages 63 Color & 26 B/W Illustrations
    by Routledge

    316 Pages 63 Color & 26 B/W Illustrations
    by Routledge

    Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies to provide a comprehensive and honest understanding of the commercial and ethical functions marketing plays in the fashion industry.

    Offering a combination of theory and practice, the book covers subjects including historical advertising and PR, modern consumerism, contemporary marketing techniques, international, sustainable and inclusive marketing, outlining the opportunities and challenges facing the future of fashion marketers. This second edition has been fully revised to incorporate new chapters on sustainability marketing, digital marketing and future-facing trends. Interviews with practitioners have been refreshed and broadened to include a diverse range of perspectives from around the world. Brand new case studies showcase real-life examples from Abercrombie & Fitch, Freitag, LOEWE and SOLIT Japan. This book champions new actionable theory frameworks with embedded activity sheets that invite the reader to apply the frameworks in an educational or professional context.

    Examining the last 100 years of fashion marketing and communications and current theory and practice, this broad-ranging text is perfect for advanced undergraduate and postgraduate students of Fashion Marketing, Brand Management and Communications as well as practitioners. PowerPoint slides and exercise questions are available to support the book.

    1. Fashion marketing from a historical perspective: early days of advertising and consumerism 2. Fashion promotion and public relations 3. The Marketing Mix and communications tools 4. The Advertising Agency 5. Influencers, opinion-leaders and KOLs: who is leading your opinion? 6. Digital Marketing 7. Target market and segmentation 8. Target marketing and the international consumer: coding and decoding brand messages 9. Brand communication at the point- of- sale: sensory branding 10. A critical look at advertising: brands selling hopes, dreams and objectification 11. Sustainability and Marketing 12. Trend Forecasting and Innovation. Bibliography and further reading. Index


    Olga Mitterfellner, SFHEA is Senior Lecturer in Fashion Business Management at the University of Westminster, UK.

    "The fashion industry is the quintessential example of an industry whose marketing has profoundly shaped and manipulated consumer tastes and, indeed, society. In an update and revision of her important book on marketing in the fashion industry, Olga Mitterfellner, a London-based fashion professional and teacher, reviews marketing and communication strategies and methods used in fashion in a refreshing and interesting way."

    ­—Geoffrey T. Fong, OC, PhD, FRSC, FCAHS, University Professor of Psychology, University of Waterloo, Waterloo, Ontario, Canada

    "This book shows that to be a fashion lover and maintain an activist's heart are not mutually exclusive. The globally-minded concept speaks to an all-too-rare approach to fashion education for the student or professional. It has become commonplace to relate social responsibility to sustainability in the supply chain, but ethics plays a crucial role throughout the entire fashion industry. Olga's chapters blend history and modern practices in marketing to create a better understanding and support progressive change."

    —Monika Sklar, Associate Professor and Director/Curator of the Historic Clothing and Textiles Collection, UGA, USA

    "This impressive book has a refreshing look at the fundamentals of theory and practice coupled with the past and present developments of Fashion Marketing. Students and practitioners will learn, explore, and re-evaluate the industry as Olga Mitterfellner has expertly added a much-needed dialog on ethics in marketing, prompting us to think and work responsibly."

    —Ilan Alon (Professor), Dean of the School of Economics, The College of Management Academic Studies, Rishon LeZion, Israel