Fashion Marketing

Fashion marketing is the application of traditional marketing theories and techniques to the fashion business (i.e., companies that produce clothing and apparel accessories). It is characterized by peculiar features (e.g., the primary importance of aesthetic factors), which derive from the distinctive nature of fashion products. Fashion marketing strategies combine the creativity of designers and the need for rationality by managers. In fashion marketing, consumption is particularly characterized by symbolic and hedonic rather than concrete and utilitarian consumption of products. Thus, consumer behaviors tend to be emotional and aspirational rather than rational and functional. In particular, the symbolic value assumes an even more marked connotation for fashion luxury goods. In fact, in the sphere of consumption of luxury fashion products, the purchasing determinants can be linked to personal motivations (i.e., individual style) or interpersonal motivations (i.e., status).

Advertising · Aesthetics · Art · Business · Clothing · Connotation · Consumption (sociology) · Political science · Purchasing · Rationality · Value (mathematics) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Packaging Perceptions and Trends · Fashion and Cultural Textiles · Marketing