Dynamic Fashion Marketing

Internationalisation, Sustainability and Technology

Huifeng Bai, Vito Tassiello

$371.95 $297.42

Hardback

Forthcoming
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English

Routledge
22 January 2026

Research & development management; Market research; Fashion & beauty industries

Series: Routledge Studies in the Fashion Industry

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.

Edited by: Huifeng Bai, Vito Tassiello
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
ISBN: 9781032857640
ISBN 10: 1032857641
Series: Routledge Studies in the Fashion Industry
Pages: 262
Publication Date: 22 January 2026
Audience: College/higher education , Primary , Further / Higher Education
Format: Hardback
Publisher's Status: Active

1. Introduction Part I: Dynamic Fashion Business 2. Fashion Brand Marketing in an Era of Pseudo-Modernity: Who Controls the Brand Narrative? 3. Opportunities and Challenges in Emerging Markets for Luxury Fashion Brands 4. Emerging Elegance: Marketing Luxury Fashion in Africa’s Diverse Markets 5. Building Dynamic Capabilities for Fashion Retailer Internationalisation 6. China’s Luxury Fashion Landscape: Unravelling the Dynamic Strategies of Internationalisation for Luxury Fashion Retailers 7. New Challengers in International Luxury Fashion Markets Part II: Sustainability and Ethical Consumption of Fashion Marketing 8. Gen Z and Beyond: Luxury and Sustainability – Change, Adaptation and Transformation 9. Consumer Perspectives on Denim: The Power of The ‘Micro Trend’ and Its Impact on Sustainability 10. Circular Fashion Consumer Engagement in Sustainable Retail Environments – A Case Study of ReTuna Återbruksgalleria 11. Upcycling and Fashion Brands: Fast Fashion or Luxury Brands Only? 12. Convergence of Brand Activism and Social Sustainability: Critical Perspectives, Challenges, and the Imperative of Social Praxis 13. The Three Cs of Sustainability Communication by B-Corp Fashion Brands on Instagram: Commitment, Circular Economy, and Community Part III: Digital Transformation and Embracing Technology 14. Is Omni-Channel Retailing the Future of Luxury Fashion Brands? 15. Fashion Analytics: Harnessing Quantitative Methods for Market Success 16. The Use of Voice Assistants for Fashion Shopping: Implications for Ethic Consumers 17. Tune into Style: The Power of Music in Fashion e-tail Experiences 18. Autoethnography and Its Potential for Creating Fashion Business and Marketing Knowledge

Huifeng Bai is Senior Lecturer in Marketing and Public Relations at Liverpool John Moores University, UK. Vito Tassiello is Senior Lecturer in Marketing at Liverpool Business School, Liverpool John Moores University, UK, and Adjunct Professor at LUISS University in Rome, Italy.