Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives

Contents
Notes on Contributors
List of Tables
Part I: An Introduction
	1: Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives
		Introduction
		Fashion in Emerging Markets
		Objective of the Book
		Target Audience
		The Book Outline
		Conclusion
		References
Part II: Fashion Marketing in Emerging Economies: South American and Asian Perspectives
	2: Fashioning the Future Generation: Generation Z Indian Consumers’ Attitudes Towards Western and Indian Fashion
		Introduction
		Literature Review
			Theoretical Background
			Research Objectives and Rationale
		Study 1
			Participants
			Methods
			Data Analysis
			Results
				Fashion as a Communication Tool
				Western Versus Indian Fashion
		Study 2
			Participants
			Materials and Procedure
			Data Analysis
			Results
		Discussion
			General Discussion
				Indian Consumers: The Authentic Self and the Cultural Self
				Indian Consumers’ Opinion and Brand Equity: Western Fast Fashion Versus Traditional Indian Fashion
				Indian Gen Z’s Behaviours and Attitudes Towards Sustainability
			Implication of the Research
			Study Evaluation and Future Work
			Conclusion
		References
	3: A Closer Look at the Menswear Market in Brazil
		Introduction
		Method
		Characteristics of Brazilian Menswear Market
		Sexuality and Machismo Influence Behaviour
		Shopping for Themselves Is a Novelty for Most Consumers
		Shopping for Clothes Is a Rational (Rather than Emotional) Behaviour
		Loyalty as a Way to Escape the Process of Shopping for Clothes
		Fond of Technological Appeals and Comfort, Not So Much About Sustainability
		Men Are Learning to Enjoy the Activity of Shopping
		Formal Wear Is Restricted to Specific Professions and Occasions
		The Influence of Pop-Cultural Icons
		Regional Differences
		Most Men Dress to Belong, Not to Stand Out
		New Generations, Expressing Uniqueness
		Changes After COVID-19
		Discussion and Further Research
		References
	4: The Power of Neuromarketing: Taking Luxury Fashion Marketing in Southeast Asia Markets to a Whole New Level
		Introduction
		Neuromarketing Techniques and Tools
			Electroencephalography (EEG)
			Magnetoencephalography (MEG)
			Steady State Topography (SST)
			Positron Emission Tomography (PET)
			Functional Magnetic Resonance Imaging (fMRI)
			Galvanic Skin Response (GSR)
			Eye Tracking (ET)
			Facial Coding (FC)
		Effective Strategies for Using Neuromarketing in e-Commerce and Social Commerce
		The Application of Neuromarketing in Fashion Marketing in Southeast Asian Markets
		Legal and Ethical Aspects of Neuromarketing
		Suggestions for Future Research
		Conclusion and Implications
		References
	5: Afloat in a Changing COVID-19 World: The Rise of Artisanal Fashion in India for Brand Story Relevance in Challenging Times
		Introduction
		India as an Emerging Market for Contemporary Fashion
		Artisanal Fashion Within the Indian Context
		The Relevance of Branding Within a Fashion Context in Crisis
		Method
		Findings and Discussion
		Brand Portfolio and Brand Architecture for Artisanal Fashion in India
		Artisanal Brand Story for Product
		Artisanal Brand Story for Systems Involved Product Production
		Artisanal Brand Story in the Wider Systems of Company and Community Engagement
		Artisanal Fashion Collaborations and Co-branding
		Conclusion
		Appendix
		References
Part III: Fashion Marketing in Emerging Economies: African Perspectives
	6: Towards Understanding How Nigerian Fashion Brands Influence Customer Purchasing Behaviour. A Case Study of Nigerian Fashion Brands
		Introduction
		Literature Review
			Nature of the Nigerian Fashion Industry
			Consumer Purchase Behaviour
		Review of Previous Research on the Nigerian Fashion Industry
		Methodology
		Findings
			Product
			Price
			Promotion
		Conclusion
		References
	7: South Africa: A Snapshot of Contemporary Fashion Retail
		Introduction
		Methodology
		Literature Review
		Contemporary Fashion Retail Outlook
		A Blistering Storm
		Addressing the Fundamentals
		Embracing Digital
		Collaboration over Competition
		Less New, More Thrift
		South Africa Fashion Retail Futures
		The Social Window
		Green Leap
		Immersive Omnichannel Retail
		The Rise of Independent Brands
		Retail Technology
		Summary
		References
	8: The Rise of Female Empowerment in Egypt: The Fashion Psychology Behind Their Attire and Armour
		Introduction
		Literature Review
			Power in the Definition of ‘Empowerment’—Or Lack Thereof
				Empowerment: A Redefined ‘E’ in MENA
			Fashion in the Middle East and North Africa: What Does It MENA?
			‘Walk Like an Egyptian’, But Make It Fashion
			Fashion and Psychology: Torn at the Seams
				Negotiating Selfhood: Expressing Aspects of the Self
				Creating Sameness
			Aims and Objectives
		Methods
			Participants
			Materials
			Procedure and Data Analysis
		Results
			Self-Expression
				From Impress to Express: How Consumers Are Expressing Themselves Through Fashion
				From Express to Empower: A Message from Designers to Their Consumers
			Change in Consumption Patterns
				Bye Mainstream, Buy Local
				We Hear You: Designers to the Egyptian Women
		Discussion
			Self-Expression and Empowerment
			Change in Consumption Patterns
			Implication of the Research and Future Work
		Conclusion
		References
	9: Fashion Analytics in Africa and Middle East: Strategies, Tools, and Insights for Fashion Brands
		Introduction
		Section 1: Cultural Decisions Needed to Consider Within the MEA Region
		Section 2: Data Frameworks
			Section 2.1: Data Framework Pre-COVID-19
				Framework 1
			Section 2.2: Data Framework Post-COVID
				Framework 2
				Framework 3
		Section 3: How to Collect Qualitative and Quantitative SEO and Social Media Data in MEA Regions?
			Section 3.1: Search Engine Data
			Section 3.2: Social Media
			Section 3.3: Successful Fashion Brands Leveraging Data
				Section 3.3.1: Jumia Case Study
		Section 4: Predicting Trends in the Data Landscape
			Section 4.1: Artificial Intelligence
			Section 4.2: Voice Recognition Technology
			Section 4.3 Machine Learning
		References
Part IV: Conclusion
	10: South American, Asian and African Perspectives in Fashion Marketing: Conclusion and Research Agenda
		Introduction
		Summary of Chapters
		Agenda for Future Research
		Conclusion
		References
Index