Routledge Studies in the Fashion Industry – serie

Fashion as a societal phenomenon has fascinated scholars in different disciplines such as history, sociology, anthropology, psychology, and marketing often from an interdisciplinary perspective. Fashion mirrors societal changes, cultural norms, and values over time. It can be interpreted as mundane everyday practices, constructions of identity and status as well as being associated with the art world. In this book, the focus lies on marketing and the role of marketers when fashion permeates society in deliberate and subtle ways. This edited collection critically reflects upon the power of fashion in contemporary society and the role marketing and marketers play in the process of defining, creating, and preserving fashion, but also in divesting fashion that is no longer up to date. It expands on existing knowledge to better understand the role marketers play as cultural agents in determining fashion and its markets. Contributors to the book are international, advanced scholars from a variety of disciplines such as anthropology, marketing, psychology and sociology, who challenge traditional ways of thinking about marketing. In a society where problems with overproduction and excessive consumption represent major challenges, the critical perspective of the role fashion plays in contemporary society and what influence marketing has for shaping fashion are not merely relevant, but necessary. This cutting-edge, interdisciplinary book will appeal to scholars across a broad range of fields including fashion marketing, fashion studies, and consumer culture research. It will also be valuable for students in advanced courses of study in a variety of disciplines besides marketing.

Fashion as a societal phenomenon has fascinated scholars in different disciplines such as history, sociology, anthropology, psychology, and marketing often from an interdisciplinary perspective. Fashion mirrors societal changes, cultural norms, and values over time. It can be interpreted as mundane everyday practices, constructions of identity and status as well as being associated with the art world. In this book, the focus lies on marketing and the role of marketers when fashion permeates society in deliberate and subtle ways. This edited collection critically reflects upon the power of fashion in contemporary society and the role marketing and marketers play in the process of defining, creating, and preserving fashion, but also in divesting fashion that is no longer up to date. It expands on existing knowledge to better understand the role marketers play as cultural agents in determining fashion and its markets. Contributors to the book are international, advanced scholars from a variety of disciplines such as anthropology, marketing, psychology and sociology, who challenge traditional ways of thinking about marketing. In a society where problems with overproduction and excessive consumption represent major challenges, the critical perspective of the role fashion plays in contemporary society and what influence marketing has for shaping fashion are not merely relevant, but necessary. This cutting-edge, interdisciplinary book will appeal to scholars across a broad range of fields including fashion marketing, fashion studies, and consumer culture research. It will also be valuable for students in advanced courses of study in a variety of disciplines besides marketing.

Often neglected by fashion academics, culture underpins diversity and inclusivity of fashion, and more socially aware consumers exhibit ways in which fashion can be displayed within culturally diverse contexts. This book develops an understanding of the role culture plays in fashion and how the fashion industry can embrace diversity and inclusivity in their marketing strategy. The book aims to combine the concept of consumer culture and society with the intricacies of fashion in the context of international marketing, messaging, and communications.With a particular emphasis on ethnic fashion design and distinct features across cultures, it explores theories and concepts relating to modest fashion, beach fashion, headgear fashion and plus-size fashion among others. Each chapter provides fashion-related stimulating activities for experiential learning. Underpinned by theory and supported by practical examples, the book offers an engaging and innovative study of ethnic fashion from cultural perspectives to demonstrate the importance of developing a truly global brand.Cross-Cultural Fashion Marketing is essential reading for scholars and postgraduate students interested in fashion marketing and management, cross cultural management, and consumer culture.

This book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context.Through a variety of academic and professional sources and by sharing the results of their own research, the authors present research methodologies, including netnography, visual, sentiment and argumentation analysis, for developing rigorous studies to gain social media insights that can be useful for decision-making and value creation. The book also discusses future trends regarding social media management in the fashion domain via interviews with senior fashion experts.This cutting-edge book that combines theory and practice will appeal to undergraduate and master students across a broad range of fields including fashion studies, marketing, digital marketing and communication and to young professionals who are starting to work in social media. In addition, this book is also developed for young researchers and PhD students employing social media analysis in their studies.

This book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context.Through a variety of academic and professional sources and by sharing the results of their own research, the authors present research methodologies, including netnography, visual, sentiment and argumentation analysis, for developing rigorous studies to gain social media insights that can be useful for decision-making and value creation. The book also discusses future trends regarding social media management in the fashion domain via interviews with senior fashion experts.This cutting-edge book that combines theory and practice will appeal to undergraduate and master students across a broad range of fields including fashion studies, marketing, digital marketing and communication and to young professionals who are starting to work in social media. In addition, this book is also developed for young researchers and PhD students employing social media analysis in their studies.

This book explores what happens when fashion discourse migrates from specialised media to mainstream newspapers. Analysis of 2,263 texts across five Dutch and international case studies (animal welfare, disability, repair practices, smart wearables, and metaverse fashion) demonstrates systematic reversal: instead of creating desire, it provokes aversion; instead of fostering inclusion, it reinforces marginalisation; instead of encouraging creativity, it stokes speculative investment appetites.Drawing on Barthes's semiology of fashion, Foucault’s discourse theory, and Lotman’s concept of the semiosphere, the book introduces critical discursive matrix analysis as a method for examining fashion at its periphery. The findings reveal that when fashion intersects with social issues in mainstream media, it becomes colonised by other discursive systems - medical, civic, technology, and financial - while fashion industry voices retreat, replaced by NGOs, activists, and technology companies pursuing non-fashion agendas. The volume provides insights into why sustainability efforts fail despite awareness, how media representation shapes consumer behaviour, and why fashion discourse cannot evolve within its commercial framework.Public Discourse and the Fashion Industry will engage a diverse audience, including fashion studies scholars, discourse analysts, media researchers, sustainability practitioners, policymakers, fashion industry strategists, and communication specialists.

Fashion and luxury fashion marketing represents a significant area of discussion and transformation for academicians and practitioners. This book bridges the gap between academia and business to provide new evidence and findings in fashion marketing from the perspectives of internationalisation, sustainability and technology.Contributors examine how fashion is evolving and offer in-depth analyses of consumer behaviour under the influence of sustainability and technology. With a particular emphasis on post-pandemic recovery, the book offers methodological advancements and epistemological insights to open the conversation on the future of fashion marketing through a critical lens.This edited collection will appeal to scholars across fashion marketing, fashion business and consumer behaviour research and is an insightful resource for astute practitioners working at the intersection of fashion, sustainability and technology.

This book offers an interdisciplinary exploration of consumer behaviour in the fashion industry and the factors driving consumer decision-making.Divided into four key themes, international contributors at the forefront of fashion and consumer insight investigate the cultural evolution and attributes of fashion consumption, the individual characteristics of consumers that influence the purchase of fashion garments, online fashion behaviours and the emergence of second-hand shopping and sustainability on fashion choices. Chapters explore the use of fashion as an extension of self, the role of augmented reality as well as the impact that ideological shifts, such as veganism, have on fashion consumption.This book will be an essential resource for scholars across fashion, consumer psychology and marketing. It will also appeal to students pursuing advanced courses in fashion.

Exploring the intersection between traditional textile crafts and modern fashion practices, this book brings together leading scholars and practitioners to delve into how ancient techniques, designs and cultural heritage can inform and inspire sustainable innovation in the contemporary fashion industry. From revitalising unprotected crafts to integrating cultural symbols into modern apparel, the book provides a comprehensive look at how fashion can serve as a tool for preservation and progress.Each chapter presents case studies and practical examples from India and the Middle East, ranging from using eco-friendly materials and zero-waste practices to empowering marginalised communities through craft. This book is designed to equip readers with actionable insights, showcasing how tradition and innovation can create a more sustainable and equitable future for fashion.Drawing from a rich tapestry of interdisciplinary perspectives, Cultural Heritage in the Fashion Industry offers valuable insights for scholars of fashion and textiles, cultural studies, and anthropology in particular.

Extended Reality and the Fashion Industry: Driving Engagement through Immersive Experience offers a comprehensive and forward-looking exploration of how immersive technologies are transforming fashion. Covering virtual, augmented and mixed reality, the book examines how XR reshapes design, storytelling, retail, identity, and consumer psychology. It traces the historical evolution of fashion technologies, unpacks the emotional and behavioural dynamics of immersive environments, and analyses real-world case studies from leading brands experimenting with digital fashion, avatars, metaverse activations and phygital experiences.By bridging theory, technology and practice, this book equips readers to navigate the rapidly evolving landscape of immersive fashion. It highlights strategic pathways for innovation, offers tools for evaluating consumer engagement, and demonstrates how XR can deepen emotional resonance and brand value. Readers gain insight into key theories – including presence, embodiment, flow, and narrative transportation – while also engaging with critical issues such as privacy, inclusivity, sustainability, digital labour, and algorithmic influence.Written for fashion researchers, students, educators, digital designers, marketers, technologists, and industry innovators, the book provides a clear, accessible framework for understanding the opportunities and challenges presented by XR. Ultimately, this book empowers readers to design, implement and critique immersive experiences in ways that are creative, ethical and future-focused.

This book delves into historical insights, contemporary and future dynamics of circular processes that shape the material, knowledge, and financial flows within the fashion and textile industry. The chapters move beyond studies of drivers and barriers to circular economy adoption in the sector. Instead, they focus on mapping the industry's transition, offering a nuanced exploration of both successes and failures to guide strategic planning and decision-making for stakeholders striving for sustainable futures.Through a diverse range of methodological approaches, this collection offers a comprehensive perspective on established and novel approaches to circulation of textiles and market opportunities and highlights innovative strategies for addressing the complexities of textile reuse, recycling, and re-commerce. It aims to support a paradigm shift in management, marketing, and business strategy approaches towards a circular system.This book will be of interest to academics, scholars, and advanced students in particular, as well as industry executives and sustainability advocates interested in the intersection of fashion, innovations, business, and sustainability. It will also appeal to those who want to understand how circular economies are reshaping the fashion and textile industry, and how multiplicity of stakeholders can contribute to this process. Readers will gain insight into global best practices, failures, and transformative pathways, providing guidance for policymakers, businesses, and researchers.