Emerging economies are an area of interest on account of the projected growth of these markets, and the resultant investment opportunities they present to both global and local businesses; as well as the research data they offer to the growing global fashion research community. This is the concluding chapter of Volume 2 of fashion marketing in emerging market, highlighting the plethora of information present in regions such as South Asia, Africa, South America and the Middle East. This chapter will highlight the key points of each chapter, elucidate the key findings in the chapter, discuss the implications of each respective study, identify limitations present in each work and present potential avenues for future research on the themes being discussed. We hope readers will find the chapters in this book both enriching and thought-provoking and that the insights provided in the collection of research materials will enhance the understanding in this area, inspire further interest in fashion marketing, provide a basis for sound management decisions and stimulate new ideas for future research.
The fashion industry is increasing in emerging markets. Marketing strategies, tools and technologies have also evolved. There is a growing demand for additional research, information, recommendations, insight from practitioners, entrepreneurs, students and academics. This chapter provides an overview of the book on fashion marketing in emerging economies. It documents a portfolio of sixteen published papers from twenty-seven authors who have presented their contributions to theories, knowledge and discussions around fashion marketing in developing markets. This chapter provides an understanding of effective marketing strategies employed by multinational fashion corporations within emerging markets. This academic research shines the light on the relatively neglected area of marketing activities happening in emerging markets and the growth of emerging economies in their entirety. This book provides timely information for managers and policymakers on the growing areas of fashion such as sustainability, luxury, digitalisation, trends and psychology.
Communication of CSR practices and apparel industry in India-Perspectives of companies and consumers. In F. Brooksworth, E. Mogaji, & G. Bosah (Eds.), Fashion marketing in emerging economies-Strategies, tools and insights for fashion brands. Springer. Google Scholar• Adjabeng, H. A. (2021). Sustainable fashion in Ghana: An exploratory study of fashion designers' knowledge, practices, and challenges. In F. Brooksworth, E. Mogaji, & G. Bosah (Eds.), Fashion marketing in emerging economies-Strategies, tools and insights for fashion brands. Springer. Google Scholar• Ala, M., Rasul, T., & Nair, S. (2021). The power of neuromarketing: Taking luxury fashion marketing in Southeast Asia markets to a whole new level. In F. Brooksworth, E. Mogaji, & G. Bosah (Eds.), Fashion marketing in emerging economies-Strategies, tools and insights for fashion brands. Springer. Google Scholar• Appiah-Nimo, K. ( 2021). South Africa: A snapshot of contemporary retail. In F.Brooksworth, E. Mogaji, & G. Bosah (Eds.), Fashion marketing in emerging economies-Strategies, tools and insights for fashion brands. Springer.
The chapters suggest a few conclusions, but overall, they present an understanding of the incredible transformations taking place in markets within emerging economies and the importance of the top marketing strategies considered to aid the fast rise. There are still many uncovered grounds about fashion marketing. While this book has made significant contributions, further research is still needed better to understand the market and marketing strategies for fashion brands, recognising the inherent challenges and opportunities in these emerging markets. In addressing these research agendas, it is essential to remember that one cap does not fit all; however, the focus is on emerging markets. Different countries and regions will still have unique features that shape fashion brands' marketing. Irrespective of this vast demography across these emerging markets, these seven strands of research are presented agenda for future research.
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