Dynamic Fashion Marketing By Bai Huifeng

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.