South American, Asian and African perspectives in fashion marketing: Introduction

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 present empirical data that demonstrates this expansion in Africa, Asia and South America. The chapters provide theoretical and practical insights into the consumer behaviour, the power of neuromarketing and highlighting the huge possibilities of taking luxury fashion marketing into a whole new level. The chapters also highlight fashion as a means of communicating and expressing the identity and confidence as well as effectiveness of advanced data-driven marketing practices. This book provides a timely information for managers and policy makers on growing areas of fashion such as sustainability, luxury, digital, trends and psychology