Fashion Marketing in Emerging Economies Volume I: Brand, Consumer and Sustainability Perspectives

Contents
Notes on Contributors
List of Figures
List of Tables
Part I: Introduction
	1: Fashion Marketing in Emerging Economies: An Introduction
		Introduction
		Defining Emerging Markets
		Fashion in Emerging Markets
		The Objective of the Book
		Target Audience
		Outline of the Book
		Conclusion
		References
Part II: Fashion Marketing in Emerging Economies: Consumer and Brand Building Perspectives
	2: Fashion Brands and Emerging Markets’ Opportunities: A Literature Review from a Consumer Behaviour and Marketing Perspective
		Introduction
		Methodology
		Results and Discussions
			Fashion Consumption in Emerging Markets (EMs)
				The New Middle Class
				Approach to Fashion and Purchasing Intentions
			Luxury Consumption
				Luxury as a Status Signal in EMs
				Luxury Experience: The New Consumer’s Generation
			Fashion Products’ Perception in Emerging Markets (EMs)
				The Impact of Country-Related Cues
				Counterfeit Issues
			African Inspiration
		Conclusions
		Appendix: Alphabetical List of the Journals Considered for the Literature Review
		References
	3: Fashion Weeks and Customer Experiences in Emerging Markets
		Introduction
		Research Methodology
		Literature Review
		History and Development of Fashion Weeks Shows
		Fashion Weeks and Customer Experiences in Emerging Markets
		Consumer Experiences
			Analysis of Research and Findings
		Theoretical Considerations
			Two-Step Model of Communication and Interaction Model of Communication
		Conclusion and Recommendation
			Political Stability and Support
			Supporting Domestic Manufacture
			Supporting Fashion Education
			Partnerships and Sponsorships
			National Design Councils and Organisations
			Implementing Technologies and Stronger Digital Presence
			Collaborative Events
			Cultural Events
			Consistency of Shows
			Promoting Domestic Fashion
		References
	4: Will I Follow My Ideal Self Everywhere? Exploring Consumers’ Perceptions Towards Fast Fashion Influencers on Instagram
		Introduction
		Literature Review
			The Growing Popularity of “Fast Fashion”
			The Rise of Social Media Influencers
			Opinion Leaders
			Social Influence Theory
			Para-Social Relationships and Wishful Identification
			Self-Concept and Perceived Congruence
		The Research Objective
		Research Methodology
		Findings
		Fashion Leadership and Trends
			Outfit Inspiration
			Browsing for New Fashion Trends
		Self-Concept and Fit
			Ideal Personality and Lifestyle
			Relatable Influencers
			Perceived Unrelatability
		Sponsorship Effect
			No Effect
			Perceived Loss of Sense of Style
		Conclusion and Implications
		References
	5: Emerging Economies in Fashion Global Value Chains: Brand Positioning and Managerial Implications
		Introduction
		Fashion in Emerging Economies
		Emerging Economies in Fashion Global Value Chain
		Recommendations for Fashion Marketing in Emerging Economies
			Positioning the Brand
			Communicating the Brand
			Engaging the Stakeholders
			Engaging with Experts
			Exploring Creative Options
		Conclusion
		References
Part III: Fashion Marketing in Emerging Economies: Sustainability and Social Responsibility Perspectives
	6: Communication of CSR Practices and Apparel Industry in India—Perspectives of Companies and Consumers
		Introduction
		Literature Review
		Methods
		Results and Discussion
			CSR Practices—Apparel Companies Websites
			CSR Practices—Online Consumer Reviews
		Conclusion
		References
	7: Sustainability and the Supply Chain
		Introduction
		The Rise of Emerging Economies
			Exploring the Issues: Fast-Paced Growth Leading to Shifting Power
			Challenges in Cost and Rising Inflation
			Trade and Tariff Uncertainty
			The Impact of Governing Bodies and Stakeholders
		Green Marketing and Greenwashing
			Green Marketing Where ‘Net Green’ Is Explored in the Emerging Market of India
				Case Study
			The Lack of Regulation and Possible Solutions
		Sourcing—Sustainable Supply Chains in Emerging Economies
			The Barriers and Potential Solution of Reducing Carbon Emissions in Indian Cotton Production
		Garment Manufacturing in Emerging Economies
			Workers’ Rights and the Pay Gap
			Auditing Garment Manufacturers
			Global Commitment on Living Wages
			Sustainable Futures in Garment Manufacturing
				Future Focus on New Areas for Development in Emerging Economies
				Development of Artisan Craftsmanship as a Partnership or Collaboration
				Knowledge Partnership and Collaboration
				Supply Management Technological Innovations
		Sustainable Business Models in the Supply Chain
			The Value Chain
			Collaborative Business Strategies in Emerging Economies
		Circularity and the Value Chain
		Corporate Social Responsibility
		Conclusion
		Appendix
		References
	8: Sustainable Fashion in Ghana: An Exploratory Study of Fashion Designers’ Knowledge, Practices and Challenges
		Introduction
		Materials and Methods
		Results
			Demographic Background Characteristics of Respondents
			Knowledge of Sustainable Fashion
			Importance of Slow Fashion
			Practices of Sustainable Fashion in Ghana
			Challenges
			Discussion
		Conclusion
		References
	9: Sustainable Fashion: The Case of a Mexican BCorp
		Introduction
		Social Media in the Fashion Industry
		Sustainability in the Fashion Industry
		Sustainable Fashion
		BCorps and Sustainable Fashion
		Methodology
		Someone Somewhere: The Mexican Case of a BCorp
			Mexico and Sustainable Fashion
			Someone Somewhere’s Profile
		The Marketing Mix
			Product
			Price
			Supply Chain and Distribution Channels
			Someone Somewhere and Its Online Presence
			Website
		Social Media Presence
			Facebook
			Twitter
			Instagram
			YouTube
		Discussion
		Conclusion
		References
Part IV: Conclusion
	10: Brand, Consumer and Sustainability Perspectives in Fashion Marketing: Conclusion and Research Agenda
		Introduction
		References
Index