Fashion Marketing in Emerging Economies Volume I: Brand, Consumer and Sustainability Perspectives

286 Pages·2022·8.539 MB·English

by  Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah

PALGRAVE STUDIES OF
MARKETING IN EMERGING ECONOMIES
Fashion Marketing in Emerging
Economies Volume I
Brand, Consumer and Sustainability
Perspectives
Edited by Frederica Brooksworth
Emmanuel Mogaji · Genevieve Bosah
Palgrave Studies of Marketing
in Emerging Economies
Series Editors
Robert E Hinson
Dept of Marketing and Entrepreneurship
University of Ghana Business School
Accra, Ghana
Ogechi Adeola
Pan-Atlantic University
Lagos Business School
Lagos, Nigeria
This book series focuses on contemporary themes in marketing and mar-
keting management research in emerging markets and developing econo-
mies. Books in the series cover the BRICS (Brazil, Russia, India, China
and South Africa), MINT (Mexico, Indonesia, Nigeria and Turkey),
CIVETS (Colombia, Indonesia, Vietnam, Egypt, Turkey, and South
Africa); EAGLE economies (those which are expected to lead growth in
the next ten years, such as Brazil, China, India, Indonesia, South Korea,
Mexico, Russia, Taiwan, and Turkey) and all other African countries
(classified under developing countries), taking into consideration the
demographic, socio-cultural and macro-economic factors influencing
consumer choices in these markets. The series synthesizes key subject
areas in marketing, discuss marketing issues, processes, procedures and
strategies across communities, regions and continents, and also the way
digital innovation is changing the business landscape in emerging
economies.
Palgrave Studies of Marketing in Emerging Economies presents a unique
opportunity to examine and discuss marketing strategy and its implica-
tions in emerging economies, thereby filling a gap in current marketing
literature.
All chapter submissions to the series will undergo a double blind peer
review and all book proposals will undergo a single blind peer review.
Frederica Brooksworth
Emmanuel Mogaji • Genevieve Bosah
Editors
Fashion Marketing in
Emerging Economies
Volume I
Brand, Consumer and Sustainability
Perspectives
Editors
Frederica Brooksworth Emmanuel Mogaji
Fashion Education Group Greenwich Business School
London, UK University of Greenwich
London, UK
Genevieve Bosah
University of Hertfordshire
Hatfield, UK
ISSN 2730-5554 ISSN 2730-5562 (electronic)
Palgrave Studies of Marketing in Emerging Economies
ISBN 978-3-031-07325-0 ISBN 978-3-031-07326-7 (eBook)
https://doi.org/10.1007/978-3-031-07326-7
© The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature
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Contents
Part I I ntroduction 1
1 Fashion Marketing in Emerging Economies: An
Introduction 3
Frederica Brooksworth, Emmanuel Mogaji, and
Genevieve Bosah
Part II Fashion Marketing in Emerging Economies:
Consumer and Brand Building Perspectives 21
2 Fashion Brands and Emerging Markets’ Opportunities: A
Literature Review from a Consumer Behaviour and
Marketing Perspective 23
Andrea Sestino, Serena Di Matteo, and Cesare Amatulli
3 Fashion Weeks and Customer Experiences in Emerging
Markets 47
Ruth Jacob
v
vi Contents
4 Will I Follow My Ideal Self Everywhere? Exploring
Consumers’ Perceptions Towards Fast Fashion Influencers
on Instagram 77
Tanyatip Kharuhayothin and Yupin Patarapongsant
5 Emerging Economies in Fashion Global Value Chains:
Brand Positioning and Managerial Implications 109
Nguyen Phong Nguyen and Emmanuel Mogaji
Part III Fashion Marketing in Emerging Economies:
Sustainability and Social Responsibility Perspectives 135
6 Communication of CSR Practices and Apparel Industry
in India—Perspectives of Companies and Consumers 137
Sujana Adapa and Subba Reddy Yarram
7 Sustainability and the Supply Chain 163
Linda Mackie and Deborah Campbell
8 Sustainable Fashion in Ghana: An Exploratory Study of
Fashion Designers’ Knowledge, Practices and Challenges 221
Harriet Ann Adjabeng
9 Sustainable Fashion: The Case of a Mexican BCorp 237
Gloria Camacho
Part IV C onclusion 265
10 Brand, Consumer and Sustainability Perspectives in
Fashion Marketing: Conclusion and Research Agenda 267
Frederica Brooksworth, Emmanuel Mogaji, and
Genevieve Bosah
I ndex 279
Notes on Contributors
Sujana Adapa is the interim head of UNE Business School and is
Associate Professor of Management (Strategy & Marketing) at University
of New England, Australia. She principally teaches marketing units in the
UNE Business School. Her research expertise covers both marketing and
management areas. Her research interests include information and tech-
nology adoption, sustainable small business practices, regional entrepre-
neurship, gender studies covering leadership and entrepreneurship.
Harriet Ann Adjabeng is a freelance writer and a children's book author.
Harriet is passionate about fashion sustainability, on which most of her
works revolve around. She uses literacy interwoven with creative arts to
build confidence in children and young adults through the Quinsera
Confidence Campaign Initiative, which she founded.
Cesare Amatulli is Associate Professor of Marketing at the University of
Bari Aldo Moro, Italy, and Adjunct Professor of Branding at LUISS
University, Rome, Italy. He has taught at EMC Business School, Paris,
and International University of Monaco (IUM), Monte Carlo. He has
been a visiting researcher at the Ross School of Business, USA. His
research focuses on consumer behaviour, luxury consumption and sus-
tainable consumption. He has written three books and several articles in
major academic journals.
vii
viii Notes on Contributors
Genevieve Bosah is a Senior Lecturer at the University of Hertfordshire
where she teaches and researches in Public Relations, Corporate
Communications, Media and Branding. She is the Programme Leader
for the MA Journalism and Media Communications and the newly
developed MA Public Relations and Digital Communications. She is the
Convenor/Founder of African PhD Scholars Network. She is a chartered
practitioner of the Chartered Institute of Public Relations (CIPR) UK
and board member of Public Relations and Communications Association
(PRCA) UK qualifications board.
Frederica  Brooksworth is a British-Ghanaian academic, researcher,
strategist, editor and author. She is the executive director of the Fashion
Education Group which comprises initiatives such as the Council for
International African Fashion Education (CIAFE), Professional
Development and the Fashion Knowledge Challenge. Brooksworth is
also regional editor (Africa) of Bloomsbury Publishing for Fashion
Business Cases.
Brooksworth has taught at numerous universities and is a lecturer at
the London College of Fashion, British School of Fashion, Hult
International Business School and Conde Nast College of Fashion and
Design. She is a board member at BlueCrest University College.
Gloria Camacho is Professor of Marketing at Tecnológico de Monterrey,
Campus Monterrey, Mexico. She holds a PhD in Business Administration
and a Master’s Degree in Marketing from EGADE Business School. Her
research focuses on sustainable marketing and related topics such as sus-
tainable supply chains, corporate sustainability, corporate social responsi-
bility and social entrepreneurship.
Deborah Campbell is a visiting lecturer at Winchester School of Art
specialising in responsible fashion marketing and communication, inclu-
sive design and sustainable supply–chain management. Equity and inclu-
sion underpin her teaching and research methods drawn from living with
ADHD and as co-founder of Born Equal Consults Ltd.
Serena Di Matteo works in the production office of a prominent Italian
men’s clothing brand. After receiving her MSc in Foreign Languages and
Literatures from the University of Bari Aldo Moro, Italy, she specialised
Notes on Contributors ix
in fashion consulting and luxury fashion marketing. She worked with
several fashion firms related to Italian and foreign brands.
Ruth Jacob lectures in the area of fashion marketing. Following under-
graduate and initial postgraduate studies in journalism, she completed a
further MA in Fashion and held a PGCE (Postgraduate Certificate in
Education) in Post-Compulsory Education. She is a senior fellow of the
Higher Education Academy (HEA) and lectures at the London College
of Fashion on the MA strategic fashion marketing.
Tanyatip Kharuhayothin is Lecturer in Marketing at School of Business
and Communication Arts, University of Phayao, Thailand. She holds a
PhD in Business and Management from Alliance Manchester Business
School, University of Manchester, UK. Her work has been published in
Advances in Consumer Research and European Journal of Marketing.
Linda  Mackie is Senior Teaching Fellow in Fashion Marketing/
Management at Winchester School of Art, University of Southampton,
UK. Linda’s career has enabled her to work with key retailers, designers
and manufacturers in high street fashion. She has also conducted exten-
sive travel overseas to develop collections and product ranges in fashion
and home products. Range planning, product development and brand
management have been an essential part of her role. Her particular inter-
ests are fast fashion, sourcing and CSR strategies in design and contem-
porary issues in fashion.
Emmanuel Mogaji is Senior Lecturer in Advertising and Marketing
Communications at the University of Greenwich, UK. Emmanuel’s pri-
mary area of interest is ABCDE of marketing communications—adver-
tising, branding, communications, digital and ethics. He has authored
and edited over ten books on branding, fashion marketing and higher
education.
Nguyen Phong Nguyen is a lecturer at the School of Accounting,
University of Economics Ho Chi Minh City, Ho Chi Minh City,
Vietnam. Nguyen is also a member of Certified Practising Accountants,
Australia. His publications have appeared in the Journal of Accounting
and Public Policy, Industrial Marketing Management, European Journal of
Marketing, Public Management Review, Journal of Product and Brand