Fashion Marketing in Emerging Economies Volume I

The fashion industry is increasing in emerging markets. Marketing strategies, tools and technologies have also evolved. There is a growing demand for additional research, information, recommendations, insight from practitioners, entrepreneurs, students and academics. This chapter provides an overview of the book on fashion marketing in emerging economies. It documents a portfolio of sixteen published papers from twenty-seven authors who have presented their contributions to theories, knowledge and discussions around fashion marketing in developing markets. This chapter provides an understanding of effective marketing strategies employed by multinational fashion corporations within emerging markets. This academic research shines the light on the relatively neglected area of marketing activities happening in emerging markets and the growth of emerging economies in their entirety. This book provides timely information for managers and policymakers on the growing areas of fashion such as sustainability, luxury, digitalisation, trends and psychology.

This chapter investigates current issues and opportunities for fashion brands in emerging markets. A systematic literature review conducted within the past decade (2010–2020) on academic research in the marketing field was carried out to identify the most prominent topics, highlighting the main findings of extensive study and implications for marketers from a consumer behaviour perspective. Results have mainly shed light on four issues: fashion consumption in emerging markets, luxury consumption, the perception of fashion products in the emerging markets (EMs) and African inspiration. The current study highlights the need to consider emerging countries as new markets for the most influential fashion brands, as in the case of the emerging New Middle Class (NMC) made by their specific characteristics. Indeed, such emerging markets should be recognised as markets in which fashion brand managers and designers acquire new inspirations for their brands by leveraging the consumers’ values and lifestyles, as in one of the most promising continents such as Africa. Finally, the role of marketing strategies in approaching such markets and consumers is discussed, together with implications for companies to consider these consumers’ actual needs and specificities.

Fashion weeks have long been the preferred platform for designers and labels to showcase their interpretations of seasonal trends and styles. In this chapter, the presence and development of fashion houses and fashion week organisations that originate in emerging markets and the schemes they implement to foster growth within their respective domestic economies and externally, beyond their home borders, will be explored. The chapter also considers developments and alternative steps that fashion week organisations and individual labels can consider, and will suggest recommendations on a micro- and macroeconomic level in emerging markets that will lead to sustained growth, an increased presence and a greater awareness of fashion week shows that display the creative abilities and skill sets of design houses based within their respective emerging markets. A significant factor of this research is the global COVID-19 pandemic, which has caused definite effects on the presentation and experiences attributed to fashion weeks. The consequences of the pandemic are evident and have been described by interactions between the chapter author and various fashion week organisers. In addition, alternatives to traditional face-to-face shows and experiences, such as utilising digital platforms and outdoor venues as presentation methods for designer collections, will be explored in this chapter.

Fast fashion buyers often rely on information they receive from Instagram influencers when selecting their outfits or fashion items. The objective of this study is to explore quick fashion consumers’ views on Instagram influencers. We have conducted an existential-phenomenological interview with sixteen consumers. The findings revealed that consumers view social media influencers as experts in fast fashion and trendsetters. They consciously follow influencers who reflect with their ideal self, which is the crucial persuading factor for consumers to buy fast fashion brands they have seen on influencers’ Instagram accounts. Moreover, consumers have reportedly increased their positive attitude towards the fast fashion brands and still opt in for fashion items regardless of sponsorship. This research contributes to our understanding of the influence of fast fashion social media influencers from the consumers’ perspectives.

Looking at the fashion global value chain (GVC), there is not much vertical integration in the overall industry; most production processes are outsourced to large factories in developing countries. However, beyond just production, there leaves a gap in the market for independent fashion brands in the emerging countries that can take responsibilities for the design, production and marketing of their brands, albeit on a small scale, not competing with global fashion brands. This chapter theoretically examines fashion marketing in emerging economies, recognising the inherent challenges with these economies and how it can influence fashion marketing. This study extends the Smile Curve of high-value activities in global value chains, focusing on independent fashion brands in developing countries. The study also provides theoretical contributions relevant for academic researchers, scholars and students. In addition, there are pertinent managerial implications for business owners, fashion tech developers and policymakers.

The fashion and apparel industry in India undeniably presents employment opportunities for many and adds to the national economy. Yet, the challenges presented by the fashion and apparel industry in India outweigh the benefits. Therefore, the overarching aim of this book chapter is to explore the communication of corporate social responsibility (CSR) practices followed by apparel companies and also to draw upon the consumers’ perceptions towards sustainable apparel purchase and use. Website analysis (n = 15) and content analysis of apparel companies revealed the emphasis placed on the communication of social and environmental dimensions of CSR to various stakeholders. Online consumer reviews (n = 250) and netnographic analysis outlined the variability in the development of consumer orientations, sentiments and intentions. The study presents important theoretical, methodological, practical, social and societal implications to apparel companies in publicising their CSR practices meaningfully.

The development of the global manufacturing supply chain in the fashion industry has had a significant impact on the people and the planet with powerful brands, retailers and designers driving impactful marketing campaigns and pushing consumption to unprecedented levels. In a world that is using resources, almost to depletion, for the pursuit of fashion newness, and with consumers on a mission to obtain absolute value, many countries are still being exploited and left in poverty with obsolete business contracts due to demand forecasting. Net sales for many top brands, such as Adidas, are rising substantially in ‘New Emerging Markets’. The questions, however, remain: what is the impact on these economies, who are the wider stakeholders and how far in the fashion chain is this profit felt? What does value mean in the supply chain? By working and developing much more closely relationships, skill sharing and collaborations a new perspective and economy can be generated in the fashion industry. 

Sustainability is an emerging trend in the fashion landscape whereby sustainable fashion becomes increasingly mainstream. This is in line with Sustainable Development Goals (SDGs) 12 and 13, which task the fashion industry to take urgent actions to combat activities that cause climate and environmental change. That notwithstanding, there appears to be a paucity in the literature in respect of approaches taken by Ghanaian fashion brands to ensure a more ethical and sustainable supply chain. It is therefore imperative for this study to explore sustainable fashion in Ghana. The study relied on the interpretive paradigm on the backdrop that this provides a better way of exploring sustainable fashion in Ghana regarding the knowledge and practices of fashion designers. The data collection was done in Accra, Ghana’s capital, and Kumasi, one of the largest metropolitan areas and business hubs in Ghana. Fashion designers who were residing and running their businesses in Accra or Kumasi were purposefully selected for this study. These designers were included in the study to help ascertain their knowledge and practices of sustainable fashion. Findings from this study will help formulate useful interventions and strategies in ensuring a more sustainable fashion industry in Ghana.

The fashion industry contributes $2.4 trillion to global manufacturing and employs about 60 million people worldwide, mostly women (UN Alliance for Sustainable Fashion, UN Alliance for sustainable fashion. Retrieved September 15, 2020, from https://​unfashionallianc​e.​org/​, 2020). Fast fashion has increased consumption, negative social impacts, and adverse environmental effects (Todeschini et al., Innovative and sustainable business models in fashion industry: Entrepreneurial drivers, opportunities and challenges. Business Horizons, 60, 759–770, 2017). Therefore, this chapter aims to explore the adoption of sustainability initiatives in the fashion industry in Mexico. Based on secondary sources, this chapter presents the case of Someone Somewhere, which is a Certified B Corporation located in Mexico. Someone Somewhere works with Mexican artisans from the country’s poorest regions and offers their products to consumers through fair trade. This case illustrates how sustainable fashion is implemented in emerging markets. It shows how a BCorp promotes social quality, ecological integrity, and human flourishing (Fletcher, 2013 cited in Guedes, B., Paillard-Bardey, A. C., & Schat, A., Improving sustainable fashion marketing and advertising: A reflection on framing message and target audience. International Journal of Market Research, 62 (2), 124–126, 2020) and contributes to Sustainable Development Goals 1, 5, 8, 10, and 17.

The chapters suggest a few conclusions, but overall, they present an understanding of the incredible transformations taking place in markets within emerging economies and the importance of the top marketing strategies considered to aid the fast rise. There are still many uncovered grounds about fashion marketing. While this book has made significant contributions, further research is still needed better to understand the market and marketing strategies for fashion brands, recognising the inherent challenges and opportunities in these emerging markets. In addressing these research agendas, it is essential to remember that one cap does not fit all; however, the focus is on emerging markets. Different countries and regions will still have unique features that shape fashion brands’ marketing. Irrespective of this vast demography across these emerging markets, these seven strands of research are presented agenda for future research.