International Fashion Marketing: Strategic Management and Promotion for Global Fashion Brands

Ideal for upper-level undergraduate and postgraduate students studying Fashion Marketing, Management and Merchandising, this textbook considers how fashion brands adapt their products and marketing strategies and campaigns to align with regional preferences and cultural differences.

International Fashion Marketing looks at how successful brands:
- Craft a distinct image, voice and aesthetic that reflects their values, whether it’s luxury, sustainable or trend-driven fashion
- Develop relationships with consumers and build communities through digital channels, retail and international exhibitions, experiences and events
- Consider the broader issues of sustainability and ethical fashion practices in line with brand ethos and consumer expectations

This textbook will help students to create impact through branding, marketing and consumer engagement in a global fashion industry. Real-world examples are included from fast-fashion to luxury brands, such as Shein, Uniqlo, Nike, Louis Vuitton and Jacquemus. Online resources offer additional support with PowerPoint lecturer slides and more real-world examples from leading fashion brands.

Kamilla Jones is a lecturer in Fashion Business and Management at the University of East London where she leads the BA (Hons) Fashion Studies Top Up (Level 6) and teaches on the MA International Fashion Business with Luxury Brand Management and the MA International Fashion Business with Marketing and Public Relations. She has over 15 years of experience in the fashion sector, including in brand consultancy, branding, marketing, international trade and business.