Fashion Marketing: Contemporary Issues

Global markets and Global supplies Supply chain strategies, structures and relationships The challenges of fashion buying and merchandising Segmenting fashion consumers: Reconstructing the challenge of consumer complexity Developing a research agenda for the internationalization of fashion retailing Retail brand marketing in the fashion industry Competitive marketing strategies of luxury fashion companies Store environment of fashion retailers: A Hong Kong perspective The process of trend development leading to a fashion season Innovation management in creating new fashion Consumers and their negative selves, and the implications for fashion marketing Fashion retailer desired and perceived identity Fashion E-tailing The international flagship stores of luxury fashion retailers The making and marketing of a trend Approaches to doing research