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Principles of Fashion Marketing

A Handbook for Design & Technology Students

By Kazi Abdul Mannan

A practical and contemporary guide connecting fashion creativity with modern marketing strategy. Covering consumer behaviour, branding, pricing, digital and social media marketing, retailing, sustainability, entrepreneurship, CRM, and fashion analytics, this book equips students with the knowledge to transform creative ideas into successful fashion brands.

An essential academic companion for students of Fashion Design, Textile Technology, Apparel Merchandising, Marketing, and related disciplines.

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Book Descriptions

Edition1st Edition
First Published2026
eBook PublishedAugust 23, 2026
Pub. LocationBangladesh
PublisherKMF Publishers
(ISIN: 000000050389326X)
ISBN978-984-35-9832-5
QR Code
Bar Code
DOIhttps://doi.org/10.64907/xkmf.book.b4.23.08.26
Content
PART I: FOUNDATIONS OF MARKETING………………………………………………………… 1
Session 1: Marketing & the Fashion Industry………………………………………………… 2
1. Introduction to Marketing & the Fashion Industry……………………………………. 2
1.1 Understand What Marketing Really Means (Beyond Selling)………………… 2
1.2 Understand Value Creation in Fashion……………………………………………………….. 3
1.3 Identify Differences Between Fashion Marketing and General Marketing….. 4
2. Key Topics…………………………………………………………………………………………………………… 4
2.1 What is Marketing?………………………………………………………………………………………… 4
2.2 Needs, Wants, and Demand in Fashion……………………………………………………… 5
2.3 Customer Value & Satisfaction………………………………………………………………………6
2.4 Fast Fashion vs Sustainable Fashion…………………………………………………………….. 6
3. Fashion Application…………………………………………………………………………………………… 6
3.1 Why Zara Launches Designs Quickly but Luxury Brands Don’t………………. 6
3.2 Who Is Their Customer?…………………………………………………………………………………. 7
3.2 What Value Do They Offer?…………………………………………………………………………… 7
Questions………………………………………………………………………………………………………………… 7
Session 2: Marketing Strategy & Planning in Fashion………………………………….. 8
1. Understand Mission, Vision, and Marketing Strategy………………………………… 8
1. Market Segmentation, Targeting, and Positioning (STP)……………………………. 9
1.1 Segmentation…………………………………………………………………………………………………… 9
1.2 Targeting…………………………………………………………………………………………………………… 9
1.3 Positioning……………………………………………………………………………………………………….. 10
2. Key Topics………………………………………………………………………………………………………….. 10
2.1 Market Segmentation (Age, Lifestyle, Income)………………………………………… 10
2.2 Target Market Selection…………………………………………………………………………………11
2.3 Brand Positioning in Fashion………………………………………………………………………. 11

3. Fashion Application………………………………………………………………………………………… 12
3.1 Luxury Brand Example: Gucci……………………………………………………………………… 12
3.2 Fast Fashion Brand Example: Zara……………………………………………………………… 12
Questions……………………………………………………………………………………………………………… 13
Session 3: The Marketing Environment………………………………………………………… 14
1. Analyse Internal and External Forces Affecting Fashion Brands…………….. 14
2. Key Topics…………………………………………………………………………………………………………. 15
2.1 Micro Environment (Suppliers, Competitors, Customers)……………………… 15
2.2 Macro Environment (Culture, Economy, Technology)……………………………. 15
3. Fashion Focus………………………………………………………………………………………………….. 16
3.1 Influence of Social Media Trends………………………………………………………………. 16
3.2 Impact of Sustainability Movements………………………………………………………… 16
Questions……………………………………………………………………………………………………………… 16
Session 4: Consumer Behaviour in Fashion………………………………………………….. 17
1. Understand How Fashion Consumers Make Decisions……………………………. 17
2. Key Topics…………………………………………………………………………………………………………. 18
2.1 Psychological Factors (Motivation, Perception)………………………………………. 18
2.2 Social Influences (Influencers, Celebrities)……………………………………………….. 18
2.3 Cultural Impact……………………………………………………………………………………………… 19
3. Fashion Application………………………………………………………………………………………… 19
3.1 Role of Instagram & TikTok in Shaping Fashion Demand…………………….. 19
4. Activity………………………………………………………………………………………………………………. 20
4.1 Map Buying Decision Process for a Wedding Dress……………………………….. 20
Questions………………………………………………………………………………………………………………. 20
Session 5: Business Markets & Global Fashion…………………………………………….. 21
1. Understand B2B in Fashion (Textile Suppliers, Wholesalers)……………………. 21
2. Explore Global Sourcing…………………………………………………………………………………. 22
2. Topics…………………………………………………………………………………………………………………. 22
2.1 Supply Chain in Fashion………………………………………………………………………………. 22

2.2 International Fashion Markets……………………………………………………………………. 23
3. Discussion………………………………………………………………………………………………………… 24
3.1 Made in Bangladesh Garments for EU/US Markets……………………………….. 24
Questions……………………………………………………………………………………………………………… 24
Session 6: Product Strategy in Fashion…………………………………………………………. 25
1. Understand Product Life Cycle in Fashion…………………………………………………. 25
2. Brand Development………………………………………………………………………………………. 26
3. Topics………………………………………………………………………………………………………………. 26
3.1 Product Levels (Core, Actual, Augmented)…………………………………………….. 26
3.2 New Product Development………………………………………………………………………. 27
3.3 Fashion Cycles…………………………………………………………………………………………….. 27
4. Fashion Application………………………………………………………………………………………. 27
4.1 Seasonal Collections (Spring/Summer, Fall/Winter)………………………………………… 27
Questions………………………………………………………………………………………………………… 28
Session 7: Pricing Strategy in Fashion………………………………………………………………….. 29
1. Pricing Approaches…………………………………………………………………………………….. 29
2. Understand Psychological Pricing…………………………………………………………………… 30
3. Topics……………………………………………………………………………………………………… 30
3.1 Cost-Based Pricing………………………………………………………………………………… 30
3.2 Value-Based Pricing………………………………………………………………………………. 31
3.3 Prestige Pricing…………………………………………………………………………………….. 31
4. Case Study……………………………………………………………………………………………….. 31
4.1 Why Is Louis Vuitton Expensive?………………………………………………………………. 31
Questions………………………………………………………………………………………………………… 32
Session 8: Distribution & Retailing in Fashion……………………………………………………….. 33
1. Understand Retail Channels…………………………………………………………………………… 33
2. Online vs Offline Fashion Retail…………………………………………………………………….. 34
2.1 Offline Retail……………………………………………………………………………………….. 34
2.2 Online Retail………………………………………………………………………………………… 34

3. Topics……………………………………………………………………………………………………… 35
3.1 Direct-to-Consumer (DTC)………………………………………………………………………. 35
3.2 Fashion Boutiques…………………………………………………………………………………. 35
3.3 E-Commerce Platforms…………………………………………………………………………… 35
4. Discussion………………………………………………………………………………………………… 36
4.1 Omnichannel Retailing in Modern Fashion…………………………………………………… 36
Questions………………………………………………………………………………………………………… 37
PART II: APPLIED FASHION MARKETING……………………………………………………… 38
Session 9: Promotion & Fashion Communication……………………………………………………. 39
1. Advertising……………………………………………………………………………………………….. 39
2. Social Media Marketing……………………………………………………………………………….. 40
3. Fashion Shows…………………………………………………………………………………………… 40
4. Influencer Marketing…………………………………………………………………………………… 41
5. Case Study……………………………………………………………………………………………….. 41
5.1 Impact of Fashion Weeks in Paris and Milan…………………………………………………. 41
Questions………………………………………………………………………………………………………… 42
Session 10: Branding in the Fashion Industry………………………………………………………… 43
1. Brand Identity……………………………………………………………………………………………. 43
2. Brand Equity…………………………………………………………………………………………….. 44
3. Brand Personality……………………………………………………………………………………….. 45
4. Design a Brand Identity Board……………………………………………………………………….. 45
Questions………………………………………………………………………………………………………… 46
Session 11: Digital Marketing for Fashion…………………………………………………47
1. Instagram Marketing………………………………………………………………………………….47
2. Fashion E-Commerce………………………………………………………………………………….48
3. SEO Basics…………………………………………………………………………………………………… 49
4. Content Marketing………………………………………………………………………………………49
5. Create an Instagram Campaign Plan for a New Clothing Line………….. 50
Questions………………………………………………………………………………………………………… 51

Session 12: Sustainable & Ethical Fashion Marketing……………………………………………… 52
1. Green Marketing………………………………………………………………………………………… 52
2. Ethical Sourcing…………………………………………………………………………………………. 53
3. Consumer Awareness………………………………………………………………………………….. 53
4. Sustainable Fashion Campaigns……………………………………………………………………… 54
Questions………………………………………………………………………………………………………… 55
Session 13: Fashion Merchandising & Visual Marketing………………………………………….. 56
1. Store Layout……………………………………………………………………………………………… 56
2. Window Display………………………………………………………………………………………… 57
3. Visual Storytelling………………………………………………………………………………………. 58
4. Design a Window Display Concept for Eid Collection………………………………………….. 58
Questions………………………………………………………………………………………………………… 59
Session 14: Fashion Entrepreneurship………………………………………………………………….. 60
1. Starting a Fashion Brand………………………………………………………………………………. 60
2. Business Model Canvas……………………………………………………………………………….. 62
3. Funding Strategies………………………………………………………………………………………. 62
4. Develop a Mini Business Plan………………………………………………………………………… 63
Questions………………………………………………………………………………………………………… 64
Session 15: Customer Relationship & Loyalty in Fashion…………………………………………. 65
1. Customer Relationship Management (CRM)………………………………………………………. 65
2. Loyalty Programs……………………………………………………………………………………….. 66
3. Personalisation…………………………………………………………………………………………… 67
4. Luxury Client Relationship Management…………………………………………………………… 67
Questions………………………………………………………………………………………………………… 68
Session 16: Fashion Marketing Analytics………………………………………………………………. 69
1. Sales Forecasting……………………………………………………………………………………….. 69
2. Trend Analysis…………………………………………………………………………………………… 70
3. Consumer Data Usage………………………………………………………………………………….. 71
4. Analyse Mock Sales Data……………………………………………………………………………… 71

Questions………………………………………………………………………………………………………… 73
Session 17: Capstone Project Presentation…………………………………………………………….. 74
1. Capstone Project 1: Marketing Plan for a New Fashion Brand…………………………………. 75
1.1 Brand Concept: “UrbanWeave”…………………………………………………………………. 75
2. Capstone Project 2: Marketing Plan for a Sustainable Fashion Line………………………….. 76
2.1 Brand Concept: “EarthThread”………………………………………………………………….. 76
Questions………………………………………………………………………………………………………… 78
Bibliography…………………………………………………………………………………………………….. 79
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