Marketing Fashion: Critical Perspectives on the Power of Fashion in Contemporary Culture

Fashion as a societal phenomenon has fascinated scholars from various disciplines, and this book explores the role of marketing in shaping fashion. It critically reflects on the power of fashion in contemporary society and the challenges of overproduction and excessive consumption. Contributors from diverse fields challenge traditional ways of thinking about marketing and provide a critical perspective on the influence of marketing on fashion. The book is valuable for scholars and students in fashion marketing, fashion studies, and consumer culture research.

Format: Paperback / softback
Length: 250 pages
Publication date: 16 June 2023
Publisher: Taylor & Francis Ltd

Fashion, as a societal phenomenon, has captivated scholars from various disciplines, including history, sociology, anthropology, psychology, and marketing, often approached from an interdisciplinary lens. Fashion serves as a reflection of societal transformations, cultural norms, and values, evolving over time. It can be perceived as mundane daily practices, constructions of identity and status, and even intertwined with the art world.

In this book, the primary focus lies on marketing and the crucial role marketers play in the deliberate and subtle infiltration of fashion into society. The collection critically examines the power of fashion in contemporary society and the intricate ways in which marketing and marketers shape, create, and preserve fashion, as well as divest outdated fashion. It expands on existing knowledge to enhance our understanding of the marketers' role as cultural agents in determining fashion and its markets.

Contributors to this book are international, advanced scholars from diverse disciplines such as anthropology, marketing, psychology, and sociology, who challenge traditional notions of marketing. In a society grappling with issues of overproduction and excessive consumption, the critical perspective of fashion's role in contemporary society and the influence marketing wields in shaping fashion becomes indispensable.

This cutting-edge, interdisciplinary book appeals to scholars across a wide spectrum, including fashion marketing, fashion studies, and consumer culture research. It is also valuable for students enrolled in advanced courses of study in disciplines beyond marketing.

Weight: 414g
Dimension: 155 x 235 x 18 (mm)
ISBN-13: 9781032204802