Brooksworth, F, Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 and Bosah, G (2022) Brand, consumer and sustainability perspectives in fashion marketing: Conclusion and research agenda. In: Brooksworth, F, Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 and Bosah, G, (eds.) Fashion Marketing in Emerging Economies: Brand, Consumer and Sustainability Perspectives. Palgrave Studies of Marketing in Emerging Economies book series (PSMEE), I . Palgrave Macmillan - Springer Nature, Cham, pp. 267-278. ISBN 978-3031073250; 978-3031073267; 978-3031073281 (doi:https://doi.org/10.1007/978-3-031-07326-7_10)

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Abstract

The chapters suggest a few conclusions, but overall, an understanding of the great 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 with regards to fashion marketing. While this book has made significant contributions, there are still opportunity for further research to better understand the market and marketing strategies for fashion brands, recognising the inherent challenges and opportunities in these emerging markets. In addressing these research agenda, it is important to recognize that one cap does not fit all, though the focus is on emerging markets, different countries and regions will still have unique features that shape the marketing of fashion brands. Irrespective of this vast demography across these mering markets, these seven strands of research are presented agenda for future research.

Item Type:	Book Section
Uncontrolled Keywords:	fashion marketing; emerging economies; developing countries; edited book; Conclusion
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Marketing Research Group (MRG)
Last Modified:	09 Jan 2023 13:20
URI:	http://gala.gre.ac.uk/id/eprint/37003

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