Fashion Marketing in Emerging Economies Volume I
- Springer International Publishing
- 2022
- Gebunden
- 296 Seiten
- ISBN 9783031073250
Over the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for women¿s mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gain an understanding of the state of the industry, macro-environmental factors, traditions and religious beliefs. A one-size-fits-all approach to global fashion marketing strategy now requires a step-change; fashion firms require dedicated strategies which fit the need of the fashion brands that are operating or seeking to operate within emerging markets. In this contributed volume, authors shed light on fashion marketing strategy
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