Abstract
The volume argues that the growth of the fashion industry in emerging markets has created new ecosystems, socio-economic structures and niche markets that contribute to our understanding of under-researched demographics. This volume explores concepts that underpin the emergence of fashion in these economies as well as presents empirical data that demonstrates this expansion in Africa, Asia and South America. These chapters provide theoretical and practical insights into consumer behaviour and the power of neuromarketing and highlight the huge possibilities of taking luxury fashion marketing to a whole new level. These chapters also highlight fashion as a means of communicating and expressing identity and confidence as well as effectiveness of advanced data-driven marketing practices. This book provides timely information for managers and policy makers on growing areas of fashion such as sustainability, luxury, digital, trends and psychology.
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Brooksworth, F., Mogaji, E., Bosah, G. (2023). Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives. In: Brooksworth, F., Mogaji, E., Bosah, G. (eds) Fashion Marketing in Emerging Economies Volume II. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-07078-5_1
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