Fashion Marketing

Preface

I have always been interested in fashion, since I roamed all the small streets and famous brands stores in Paris as a child with my mother. When I had the opportunity to explore fashion’s world of perceptions as a buyer for Galeries Lafayette, a leading department store in Paris, I discovered the other side of fashion. That is, I came to understand the creation and diffusion process of fashion apparel and accessories, as well as the management of fashion trends. To grasp the theoretical aspects of this management, I pursued a doctoral degree, with a focus on fashion and, more specifically, on the concept of consumer-based fashion equity. In my research, I have highlighted the values that fashion adds to its related products, enabling ...