Journal of Global Fashion Marketing
Scope & Guideline
Connecting Theory with Practice in Fashion Marketing
Introduction
Aims and Scopes
- Luxury Fashion Marketing:
The journal emphasizes research that explores marketing strategies employed by luxury fashion brands, including brand positioning, consumer perceptions, and the impact of luxury branding on consumer behavior. - Sustainability in Fashion:
A core focus of the journal is on sustainable practices within the fashion industry, examining how sustainability influences consumer behavior, brand loyalty, and marketing strategies. - Digital Marketing and Technology:
The journal investigates the role of digital technologies, including social media, e-commerce, and the metaverse, in shaping marketing practices and consumer interactions in the fashion sector. - Consumer Behavior and Trends:
Research on consumer behavior, particularly among younger demographics like Gen Z, is central to the journal, focusing on their purchasing intentions, motivations, and the influence of social factors. - Cultural Influences and Global Perspectives:
The journal explores how cultural contexts shape fashion marketing strategies and consumer behavior, offering insights into diverse markets and the global fashion landscape.
Trending and Emerging
- Integration of the Metaverse in Fashion Marketing:
Research surrounding the metaverse and its implications for fashion marketing has exploded, exploring how digital environments reshape consumer experiences and brand interactions. - Sustainable Fashion Innovations:
There is a growing emphasis on innovations in sustainable fashion practices, including the use of eco-friendly materials and ethical production processes, as the industry grapples with climate concerns. - Influence of Non-Fungible Tokens (NFTs):
The application of NFTs in fashion branding and marketing strategies is a trending topic, highlighting how digital assets can create new consumer engagement and brand loyalty opportunities. - Gen Z and Collaborative Consumption:
Understanding the consumption patterns of Gen Z, particularly in the context of second-hand and collaborative consumption models, is increasingly relevant as these consumers reshape the market. - Social Media as a Marketing Tool:
The influence of social media on fashion marketing strategies and consumer behavior continues to rise, with research focusing on how platforms can be leveraged for sustainable fashion advocacy and brand storytelling.
Declining or Waning
- Traditional Retail Strategies:
Research focusing on conventional retail marketing strategies has diminished as the industry shifts towards digital and omnichannel approaches, indicating a transition in how brands engage with consumers. - Counterfeit Fashion Consumption:
While previously a significant area of study, the exploration of counterfeit luxury goods and consumer attitudes towards them has become less frequent, possibly overshadowed by more pressing issues like sustainability and digital innovation. - Static Brand Loyalty Models:
Earlier frameworks of brand loyalty that did not account for dynamic consumer behaviors in the digital age are becoming less relevant, as new models that incorporate social media and community engagement gain traction. - Fashion Trends without Technological Context:
Research that explores fashion trends without considering their technological implications has seen a decrease, as the integration of technology in fashion marketing becomes increasingly vital. - Traditional Demographic Studies:
Studies focusing on broad demographic characteristics without a nuanced understanding of consumer psychographics and behaviors are less common, reflecting a shift towards more targeted, behavior-driven research.
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