Brand, Consumer and Sustainability Perspectives in Fashion Marketing: Conclusion and Research Agenda

Brooksworth, Frederica; Mogaji, Emmanuel; Bosah, Genevieve

Abstract

The chapters suggest a few conclusions, but overall, they present an understanding of the incredible transformations taking place in markets within emerging economies and the importance of the top marketing strategies considered to aid the fast rise. There are still many uncovered grounds about fashion marketing. While this book has made significant contributions, further research is still needed better to understand the market and marketing strategies for fashion brands, recognising the inherent challenges and opportunities in these emerging markets. In addressing these research agendas, it is essential to remember that one cap does not fit all; however, the focus is on emerging markets. Different countries and regions will still have unique features that shape fashion brands’ marketing. Irrespective of this vast demography across these emerging markets, these seven strands of research are presented agenda for future research.

Citation

Brooksworth, F., Mogaji, E., & Bosah, G. (2022). Brand, Consumer and Sustainability Perspectives in Fashion Marketing: Conclusion and Research Agenda. In Fashion Marketing in Emerging Economies Volume (267-278). (1). Palgrave Macmillan. https://doi.org/10.1007/978-3-031-07326-7_10

• Online Publication Date: Dec 6, 2022
• Publication Date: Dec 7, 2022
• Deposit Date: May 31, 2023
• Publisher: Palgrave Macmillan
• Pages: 267-278
• Series Title: Palgrave Studies of Marketing in Emerging Economies
• Series ISSN: 2730-5554
• Edition: 1
• Book Title: Fashion Marketing in Emerging Economies Volume
• Chapter Number: 10
• ISBN: 9783031073250; 978-3-031-07328-1
• DOI: https://doi.org/10.1007/978-3-031-07326-7_10
• Keywords: Fashion marketing; Emerging economies; Developing countries edited book; Conclusion
• Publisher URL: https://link.springer.com/chapter/10.1007/978-3-031-07326-7_10
• Related Public URLs: https://link.springer.com/book/10.1007/978-3-031-07326-7
• Additional Information: First Online: 7 December 2022