Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandisin

Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of

‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the ris

Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles

This is the first book on the subject that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. I