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This book provides and sheds light on insights, challenges, and
opportunities to support the development and economic growth of the
fashion industries within emerging markets. The fashion industry is
growing rapidly in emerging markets; fashion marketers and
retailers are increasingly becoming aware of the benefits of this
market and are forced to seek their future growth potentials in
this part of the world; in addition, marketing strategies, tools
and technologies have also evolved. With a growing demand for
additional research, information, recommendations and insight from
practitioners, entrepreneurs, students, and academics, contributing
authors use multiple methods and theories to uncover, analyse,
demonstrate, and present the facts in their chapters and provide
integrated guideposts for future research. This book is intended to
satisfy the needs of stakeholders in the quest for practical
insights into fashion marketing in emerging economies, especially
in South America, Asia and Africa. It offers timely information on
growing areas such as sustainability, digital platforms, supply
chain and logistics and provides a good insight for anyone seeking
to explore opportunities in emerging market economies. The book
offers a much needed resource for students, scholars and
practitioners.
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
women's 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.
Drawing on the expertise of multi-disciplinary scholars from
emerging economies, this volume aims to share fascinating
perspectives on marketing communications by discussing the shift in
the power of public relations, and highlighting how the small and
local use communication effectively to improve performance and
shares useful lessons on how to communicate hope by responding to
customer emotions during uncertainties. The book contains valuable
lessons and insights on communicating corporate social
responsibility, effective social media communication, enacting
brand purpose through communication, and using aesthetics in
point-of-purchase advertising to drive purchase intention. It is
the first of its kind to highlight key conceptual issues and
provide critical empirical evidence on marketing communications in
and from emerging economies. Corporate executives, educators,
students, policymakers and businesses would find this book a useful
tool on marketing communication as it lays bare some important
strategic and operational insights specific to emerging markets.
Drawing on the expertise of multi-disciplinary scholars from
emerging economies, this volume aims to share fascinating
perspectives on marketing communications by discussing the shift in
the power of public relations, and highlighting how the small and
local use communication effectively to improve performance and
shares useful lessons on how to communicate hope by responding to
customer emotions during uncertainties. The book contains valuable
lessons and insights on communicating corporate social
responsibility, effective social media communication, enacting
brand purpose through communication, and using aesthetics in
point-of-purchase advertising to drive purchase intention. It is
the first of its kind to highlight key conceptual issues and
provide critical empirical evidence on marketing communications in
and from emerging economies. Corporate executives, educators,
students, policymakers and businesses would find this book a useful
tool on marketing communication as it lays bare some important
strategic and operational insights specific to emerging markets.
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