Huifeng Bai is Senior Lecturer in Marketing and Public Relations at Liverpool John Moores University, UK.Vito Tassiello is Senior Lecturer in Marketing at Liverpool Business School, Liverpool John Moores University, UK, and Adjunct Professor at LUISS University in Rome, Italy.

• 1. Introduction Part I: Dynamic Fashion Business 2. Fashion Brand Marketing in an Era of Pseudo-Modernity: Who Controls the Brand Narrative? 3. Opportunities and Challenges in Emerging Markets for Luxury Fashion Brands 4. Emerging Elegance: Marketing Luxury Fashion in Africa’s Diverse Markets 5. Building Dynamic Capabilities for Fashion Retailer Internationalisation 6. China’s Luxury Fashion Landscape: Unravelling the Dynamic Strategies of Internationalisation for Luxury Fashion Retailers 7. New Challengers in International Luxury Fashion Markets Part II: Sustainability and Ethical Consumption of Fashion Marketing 8. Gen Z and Beyond: Luxury and Sustainability – Change, Adaptation and Transformation 9. Consumer Perspectives on Denim: The Power of The ‘Micro Trend’ and Its Impact on Sustainability 10. Circular Fashion Consumer Engagement in Sustainable Retail Environments – A Case Study of ReTuna Återbruksgalleria 11. Upcycling and Fashion Brands: Fast Fashion or Luxury Brands Only? 12. Convergence of Brand Activism and Social Sustainability: Critical Perspectives, Challenges, and the Imperative of Social Praxis 13. The Three Cs of Sustainability Communication by B-Corp Fashion Brands on Instagram: Commitment, Circular Economy, and Community Part III: Digital Transformation and Embracing Technology 14. Is Omni-Channel Retailing the Future of Luxury Fashion Brands? 15. Fashion Analytics: Harnessing Quantitative Methods for Market Success 16. The Use of Voice Assistants for Fashion Shopping: Implications for Ethic Consumers 17. Tune into Style: The Power of Music in Fashion e-tail Experiences 18. Autoethnography and Its Potential for Creating Fashion Business and Marketing Knowledge

Huifeng Bai is Senior Lecturer in Marketing and Public Relations at Liverpool John Moores University, UK.Vito Tassiello is Senior Lecturer in Marketing at Liverpool Business School, Liverpool John Moores University, UK, and Adjunct Professor at LUISS University in Rome, Italy.

• 1. Introduction Part I: Dynamic Fashion Business 2. Fashion Brand Marketing in an Era of Pseudo-Modernity: Who Controls the Brand Narrative? 3. Opportunities and Challenges in Emerging Markets for Luxury Fashion Brands 4. Emerging Elegance: Marketing Luxury Fashion in Africa’s Diverse Markets 5. Building Dynamic Capabilities for Fashion Retailer Internationalisation 6. China’s Luxury Fashion Landscape: Unravelling the Dynamic Strategies of Internationalisation for Luxury Fashion Retailers 7. New Challengers in International Luxury Fashion Markets Part II: Sustainability and Ethical Consumption of Fashion Marketing 8. Gen Z and Beyond: Luxury and Sustainability – Change, Adaptation and Transformation 9. Consumer Perspectives on Denim: The Power of The ‘Micro Trend’ and Its Impact on Sustainability 10. Circular Fashion Consumer Engagement in Sustainable Retail Environments – A Case Study of ReTuna Återbruksgalleria 11. Upcycling and Fashion Brands: Fast Fashion or Luxury Brands Only? 12. Convergence of Brand Activism and Social Sustainability: Critical Perspectives, Challenges, and the Imperative of Social Praxis 13. The Three Cs of Sustainability Communication by B-Corp Fashion Brands on Instagram: Commitment, Circular Economy, and Community Part III: Digital Transformation and Embracing Technology 14. Is Omni-Channel Retailing the Future of Luxury Fashion Brands? 15. Fashion Analytics: Harnessing Quantitative Methods for Market Success 16. The Use of Voice Assistants for Fashion Shopping: Implications for Ethic Consumers 17. Tune into Style: The Power of Music in Fashion e-tail Experiences 18. Autoethnography and Its Potential for Creating Fashion Business and Marketing Knowledge

Huifeng Bai is Senior Lecturer in Marketing and Public Relations at Liverpool John Moores University, UK.Vito Tassiello is Senior Lecturer in Marketing at Liverpool Business School, Liverpool John Moores University, UK, and Adjunct Professor at LUISS University in Rome, Italy.

• 1. Introduction Part I: Dynamic Fashion Business 2. Fashion Brand Marketing in an Era of Pseudo-Modernity: Who Controls the Brand Narrative? 3. Opportunities and Challenges in Emerging Markets for Luxury Fashion Brands 4. Emerging Elegance: Marketing Luxury Fashion in Africa’s Diverse Markets 5. Building Dynamic Capabilities for Fashion Retailer Internationalisation 6. China’s Luxury Fashion Landscape: Unravelling the Dynamic Strategies of Internationalisation for Luxury Fashion Retailers 7. New Challengers in International Luxury Fashion Markets Part II: Sustainability and Ethical Consumption of Fashion Marketing 8. Gen Z and Beyond: Luxury and Sustainability – Change, Adaptation and Transformation 9. Consumer Perspectives on Denim: The Power of The ‘Micro Trend’ and Its Impact on Sustainability 10. Circular Fashion Consumer Engagement in Sustainable Retail Environments – A Case Study of ReTuna Återbruksgalleria 11. Upcycling and Fashion Brands: Fast Fashion or Luxury Brands Only? 12. Convergence of Brand Activism and Social Sustainability: Critical Perspectives, Challenges, and the Imperative of Social Praxis 13. The Three Cs of Sustainability Communication by B-Corp Fashion Brands on Instagram: Commitment, Circular Economy, and Community Part III: Digital Transformation and Embracing Technology 14. Is Omni-Channel Retailing the Future of Luxury Fashion Brands? 15. Fashion Analytics: Harnessing Quantitative Methods for Market Success 16. The Use of Voice Assistants for Fashion Shopping: Implications for Ethic Consumers 17. Tune into Style: The Power of Music in Fashion e-tail Experiences 18. Autoethnography and Its Potential for Creating Fashion Business and Marketing Knowledge