This book introduces the reader to the business of clothes, with flashbacks into the past, business models of today, and ideas for a sustainable future. Historical perspectives discuss the cotton industry in India, Bangladesh, Greece, and Central Asia, which help trace the evolution of the clothing industry during the 20th century. Chapters also discuss fashion marketing, greenwashing, blockchain in the fashion supply chain, social media, sustainability issues, and sensory models. Several business models are explained; topics covered include blue ocean strategy, the unstitched market, the luxury sector, access-based consumption, and ethics. Among other topics explored are the future retail experience, consumer value creation, technology, and the impact of virtual atmospheres. The book also includes helpful case studies in understanding the country and culture-specific nuances of the clothing business.

Includes teaching cases and sample examination topics for classroom use Provides an overview over the newest developments in clothing business Examines a variety of business models for the clothing business

Autorentext

Michelle Brandstrup studied at Kingston University and obtained her post-graduate education at the Designskolen Kolding, Denmark. With a diploma in tailoring, and also degrees in fashion design, she has been employed in Berlin, Paris and at Christianshavn, in Copenhagen. She is currently a fashion designer at Kabooki, where she has been heading the launch of a new brand. She was nominated for the Scandinavian Designers Nest award.

Léo-Paul Dana is a professor at ICD Business School, and affiliated with LUT School of Business and Management, Lappeenranta University of Technology, Finland as well as with Sorbonne Business School, Université Paris 1 Panthéon-Sorbonne. A graduate of the Faculty of Management at McGill University and of HEC-Montreal, he has served as Marie Curie Fellow at Princeton University and visiting professor at INSEAD. He has published extensively in a variety of journals and is the author of several books.

Daniella Ryding (Ph.D.) is a Senior Lecturer in Fashion Marketing, and is both editor and author of several fashion business text books for the Palgrave Series in Luxury Fashion Retailing and Palgrave Springer Nature. The author has published over 50 peer reviewed papers in leading business journals within the field of marketing, including, but not limited to the Journal of Retailing and Consumer Services, the European Business Review, the International Journal of Consumer Studies, and the Journal of Fashion Marketing and Management. The author enjoys collaborating with a network of international academics to develop contemporary marketing thought. Daniella has a passion for researching consumers in their locations and environments within the areas of digital marketing and the circular economy.

Gianpaolo Vignali is Senior Lecturer in Fashion Business at the University of Manchester (UK). With a first degree in Mathematics, and then a Master's in Strategic Management, his career stages involved Manchester Metropolitan University and Leeds Metropolitan University. He then became the Programme Leader for Fashion Buying & Merchandising at Manchester Metropolitan University until he achieved his Ph.D. and moved to Manchester University working in the School of Materials where he delivers on both undergraduate and post-graduate programs. He has written over 40 papers and books in the field of Marketing and Management and presented at numerous international conferences. His current research focuses on the case study technique in the service sector.

Myriam Caratù, Ph.D. is Assistant Professor of Marketing & Management at the Faculty of Economics of UNINT - Università degli Studi Internazionali di Roma (Italy). Dr. Caratú is teacher of the courses "Green Management" and "Digital Marketing & E-Commerce" and co-teacher of the course "Marketing for Made in Italy". She holds a Bachelor's degree in Italian Studies and two Master's degrees (one in Italian Philology and one in Marketing and Communication), as well as a Master of Fine Arts in Creative Writing.

Dr. Caratú also holds a Ph.D. in Sociology of Communication and has been a Visiting Professor at City University of New York (USA) and University of Mons (Belgium), as well as a Research Fellow at Sapienza University of Rome and University of Perugia. Among her research interests there are fashion and digital strategies, about which she wrote several peer-reviewed papers.

Inhalt
Part I: Introductory chapters.- Chapter 1 Introduction to the Garment Economy.- Chapter 2 The History of Bedouin Clothing Made for Traditional Nomadic Lifestyle.- Chapter 3 The Garments Economy: An African Perspective.- Chapter 4 Indian Clothing: Its Evolution and Development.- Chapter 5 Jewish Entrepreneurial Patterns in Greece's Clothing Industry, 19231940.- Part II: The Garment Business Today.- Chapter 6 Greenwashing in the Fashion Industry: Definitions, Consequences, and the Role of Digital Technologies in Enabling Consumers to Spot Greenwashing.- Chapter 7 Modest Fashion and Sustainability: Research Trends by Bibliometric and Content Analysis.- Chapter 8 The Evolution of the Applications of Influencers for Fashion Brands on Social Media.- Chapter 9 Re-use of Pre-loved Garments Pain or Gain?.- Chapter 10 Sharing is Caring - the History of "Sharing" Re-interpreted.- Chapter 11 How to Promote and Communicate an Effective Green and Sustainable Communication: A Neuromarketing Study.- Chapter 12 The Influence of Sensory Marketing on Consumers with Different Characteristics Regarding Physical Store Shopping.- Part III: Business Models.- Chapter 13 Blue Ocean Strategy in the Fashion Textiles Business.- Chapter 14 Mass Customisation Business Model by Incorporating Web 3.0 Interactive Marketing Fashion E-Commerce Tools: A Study of the Unstitched Market.- Chapter 15 Managing the Digital Customer Experience (e-CRM) for the fashion Industry.- Chapter 16 Readymade Garment (RMG)Industry in Bangladesh with Computer Information Systems (CIS): Applications, Challenges and Suggestions.- Part IV: Toward the Future.- Chapter 17 Enhancing female clothing shopping experience by the use of the 3D Body scanning technology.- Chapter 18 Simulating the Synergistic Experiences of Customers in Showroom and Web-Rooming Retail Channels.- Chapter 19 Understanding the Application of AI-enabled chatbot in the Fashion Industry.- Chapter 20 The Opportunities & Challenges of the Metaverse for Fashion Brands.- Chapter 21 Understanding Social Media and Future Experience.- Chapter 22 The Impact of Virtual Atmospheres on Shopper Consumer Behaviour.- Chapter 23 Exploring the influence of experiential characteristics in fashion pop-ups on retail experience of UK millennial consumers.- Chapter 24 Exploring Perceptions of Climate-Aware Generation-Z towards Fast-Fashion's Greenwashing for the Climate Crisis.- Pedagogical Exercises.- Case 1 The Role of Islamic Culture on Social Media Marketing: Case Study in Saudi Arabia.- Case 2 Paul Smith.- Case 3 Vegan Fashion: One Cause, Many Questions.- Case 4 Cotton Textiles Industry in Ancient India: Tools, Techniques, and Organisation.