This is a key textbook for understanding fashion marketing in a global, digital and sustainable era. Fashion Marketing by Jo Wiltshire and Catrin Cousins offers undergraduate and postgraduate students a comprehensive introduction to the principles, practices and contemporary challenges of marketing within the fashion industry. Taking a holistic view of the fashion landscape, this textbook explores the full spectrum of marketing activity, from consumer behaviour and e-commerce to sustainability and product and pricing strategies. Students will learn how marketing strategies are shaped by technology, cultural shifts and the growing demand for transparency and responsible production. Real-world examples from organizations such as Zara, Primark, Stone Island, Calvin Klein and Glossier bring theory to life, helping students apply practical knowledge to industry. Designed to support both classroom teaching and independent study, this book includes: - Practical frameworks and models for understanding fashion consumer behaviour and marketing channels - Learning objectives, key concepts and chapter summaries for clear comprehension - Discussion questions to encourage reflection and application - Online lecturer resources include PowerPoint slides Whether studying fashion marketing, retail management, or fashion business, Fashion Marketing equips students with the knowledge and skills to navigate and understand today's dynamic fashion marketplace.

"This book provides a fresh perspective on fashion marketing - it covers all the essentials of consumers, the marketing mix, branding and communication from both academic and industry perspectives, as well as taking a much-needed future focus around critical areas of innovation and technology, sustainability and global contexts to prepare students for academic study and a fast-evolving industry." - Dr Patsy Perry, Reader in Fashion Marketing, Manchester Metropolitan University

"This book provides a rigorous and timely reappraisal of fashion marketing. It moves beyond theory by applying updated models and real industry examples. Designed to equip students with the insight and confidence to navigate and shape an ever-evolving environment, it is essential reading for those seeking to understand and influence the future of fashion marketing." - Paul Mackie, Head of Department, Fashion & Textiles, University of Southampton

"This book is a must-read, offering a fresh and relevant perspective on fashion marketing in today's dynamic landscape. It blends strong theoretical foundations with practical insights and current industry examples, making it both informative and engaging for anyone aspiring to study or build a career in the fashion industry." - Usha Mistry Link Tutor & Lecturer University for the Creative Arts

"Thorough, contemporary, and highly readable, this book offers a strong foundation in fashion marketing while addressing the realities of an evolving industry. It is an insightful and practical resource that directly addresses the needs of fashion marketing professionals, offering clarity, direction, and real-world relevance." - Demetra Kolakis, Course Leader BA Fashion Retail Design & Brand Experience University of the Arts London

"It's is an invaluable toolkit for anyone seeking to understand the theories and current best practice behind campaigns that truly engage today's fashion consumer. Full of academic insights and practical guidance, both aspiring and experienced fashion marketers will benefit from tips for building authentic relationships between brands and consumers that create value and meaning for both." - Kristin Brewe, Marketing Communications Consultant and Course Leader BA Advertising and Public Relations, University of West London