Luxury Fashion Marketing and Branding

Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products. It covers sub‑jects including luxury fashion retailing, digital marketing and communication, data analytics, emerging technologies, consumer behaviour and PR. The textbook also offers a focused dis‑cussion of the challenges faced by luxury fashion brands to meet growing customer demand for ethical and sustainable practice, including concerns related to diversity, inclusivity and cultural sensitivity. This textbook is grounded in business practices, featuring real‑world examples and inter‑national case studies from both established and modern brands. Chapter objectives and summaries aid comprehension, whilst end‑of‑chapter questions and activities enable further research and discussion. Luxury Fashion Marketing and Branding is ideal for advanced undergraduate and post‑graduate students of fashion marketing and communications, luxury fashion business and luxury brand management. Its applied approach will also make it suitable for those study‑ing for an Executive MBA in Fashion and Luxury Management. Online resources include an instructor’s manual, lecture slides and a test bank.