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

This book provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the fashion industries within emerging markets. The fashion industry is growing rapidly in emerging markets; fashion marketers and retailers are increasingly becoming aware of the benefits of this market and are forced to seek their future growth potentials in this part of the world; in addition, marketing strategies, tools and technologies have also evolved.

With a growing demand for additional research, information, recommendations and insight from practitioners, entrepreneurs, students, and academics, contributing authors use multiple methods and theories to uncover, analyse, demonstrate, and present the facts in their chapters and provide integrated guideposts for future research. This book is intended to satisfy the needs of stakeholders in the quest for practical insights into fashion marketing in emerging economies, especially in South America, Asia and Africa.

It offers timely information on growing areas such as sustainability, digital platforms, supply chain and logistics and provides a good insight for anyone seeking to explore opportunities in emerging market economies. The book offers a much needed resource for students, scholars and practitioners.

Section 1 - An Introduction.- Chapter 1: Fashion Marketing in Emerging Economies Volume II: South American, Asian and African perspectives.- Section 2 - Fashion Marketing in Emerging Economies: South American and Asian Perspectives.- Chapter 2: Fashioning the future generation: Generation Z Indian consumers’ attitudes towards Western and Indian Fashion.- Chapter 3: A Closer Look at the Menswear Market in Brazil.- Chapter 4: The power of neuromarketing: taking luxury fashion marketing in Southeast Asia markets to a whole new level.- Chapter 5: Afloat in a changing COVID-19 world: The rise of artisanal fashion in India for brand story relevance in challenging times.- Section 3 - Fashion Marketing in Emerging Economies: African Perspectives.- Chapter 6: Towards Understanding how Nigerian Fashion brands Influence Customer Purchasing Behaviour. A case study of Nigerian Fashion Brands.- Chapter 7: South Africa: A Snapshot of Contemporary Fashion Retail.- Chapter 8: The Rise of Female Empowerment in Egypt: The Fashion Psychology behind their Attire and Armour.- Chapter 9: Fashion Analytics in Africa & Middle East: Strategies, Tools and, Insights for Fashion Brands.- Section 4 - Conclusion.- Chapter 10: South American, Asian and African Perspectives in Fashion Marketing: Conclusion and Research Agenda.

Frederica Brooksworth is an academic, researcher and strategist and a lecturer at the London College of Fashion. Brooksworth is also the Director of the Fashion Education Group and Founder of the Council for International African Fashion Education. She specialises in business management, marketing and branding, professional development, EdTech and Curriculum development.

Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich. Emmanuel’s primary area of interest is ABCDE of Marketing Communications - Advertising, Branding, Communications, Digital and Ethics. He has authored and edited over ten books on branding, fashion marketing and higher education.

Genevieve Bosah is a Senior Lecturer at the University of Hertfordshire, where she specialises in Public Relations, Media and Branding. Before coming to academia, she worked as a communications consultant for international organisationsand national governmental agencies. She held public relations advisory roles and developed communication and stakeholder management strategies.