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International Fashion Marketing

Strategic Management and Promotion for Global Fashion Brands

Kamilla Jones

Learn to create lasting impact for global fashion brands through branding, marketing and consumer engagement.

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EAN: 9781398623880

Edition: 1

Published: 03 Jan 2026

Format: 240 x 170

328 pages

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About the book

Ideal for upper-level undergraduate and postgraduate students studying Fashion Marketing, Management and Merchandising, this textbook considers how fashion brands adapt their products and marketing strategies and campaigns to align with regional preferences and cultural differences.

International Fashion Marketing looks at how successful brands:
- Craft a distinct image, voice and aesthetic that reflects their values, whether it's luxury, sustainable or trend-driven fashion
- Develop relationships with consumers and build communities through digital channels, retail and international exhibitions, experiences and events
- Consider the broader issues of sustainability and ethical fashion practices in line with brand ethos and consumer expectations

This textbook will help students to create impact through branding, marketing and consumer engagement in a global fashion industry. Real-world examples are included from fast-fashion to luxury brands, such as Shein, Uniqlo, Nike, Louis Vuitton and Jacquemus. Online resources offer additional support with PowerPoint lecturer slides and more real-world examples from leading fashion brands.

About the authors

Kamilla Jones is a lecturer in Fashion Business and Management at the University of East London where she leads the BA (Hons) Fashion Studies Top Up and teaches on the MA International Fashion Business with Luxury Brand Management and the MA International Fashion Business with Marketing and Public Relations. She has over 15 years of experience in the fashion sector, including in brand consultancy, branding, marketing, international trade and business.

Kamilla Jones

- Chapter - 01: The Globalized Fashion Industry: Marketing and Strategic Insights;
- Chapter - 02: Fashion Business;
- Chapter - 03: International Consumers and Brand Consumer Relationship;
- Chapter - 04: Market Segmentation;
- Chapter - 05: Promotion for Global Fashion Brands;
- Chapter - 06: Strategic Management, Promotion and Collaborations for Global;
- Chapter - 07: Fashion Retail;
- Chapter - 08: International Fashion Travel, Experiences and Events;
- Chapter - 09: International Trade and Intellectual Property;
- Chapter - 10: Digital Fashion;
- Chapter - 11: Sustainability and Ethical Practices in Fashion

Reviews

Dr Gokhan Aydin, Senior Lecturer, University of Brighton, UK

International Fashion Marketing fills a crucial gap by offering a comprehensive and contemporary view of how fashion brands navigate global markets in today's rapidly evolving landscape. What sets this book apart is its integration of strategic theory with practical application. Through compelling real-world examples, readers gain actionable insights into the challenges and opportunities facing international fashion brands. This is an indispensable resource for students, educators and practitioners who seek not only to understand international fashion marketing but to actively shape its future in a more responsible and globally-conscious direction.

La-Toyah Young, Lecturer for Fashion Business and Retail, The Fashion Retail Academy, UK

An insightful guide to international fashion marketing for students and academics within fashion disciplines and studies. This book is an engaging and comprehensive introduction to the dynamic world of fashion marketing in a global fashion context. The book provides a balanced blend of theory, case studies and practical applications that helps its readers to understand how cultural, economic and technological factors shape the international fashion landscape. One of the strongest qualities is its ability to bridge the gap between academic concepts and real-world practice. Complex marketing theories are explained with simplicity and relevance, making it ideal for undergraduate readers or those new to the subject.

Linda Laderman, Managing Director, PR Ltd

This book goes a long way to ensuring a greater understanding of the fundamentals of successful international fashion marketing - for students and fashion practitioners.

Ezme Haywood, PR Account Executive, Ingenuity

It's no surprise that Jones has written this fundamental text; she has always had a knack for cutting through the noise and getting straight to what works. By blending academic frameworks with real-world examples and focusing on ethical practice, this book is the critical resource I wish we had when we were students together.

Heather Roberts, Professional Certificates Manager, Bayswater College, UK

This textbook fills a clear gap in the market. It treats international fashion marketing as both a strategic discipline and a cultural practice. It's smart, current, and well-structured, with the right balance of case studies, critical reflection and real-world relevance. I'll be recommending it to colleagues across both academic and commercial sectors.

Michelle Noël, Director, MNN Agency

An excellently researched, composed and accessible insight into all facets of marketing and management. This is an essential body of work for academia and for entrepreneurs who contribute to the global fashion industry.

International Fashion Marketing fills a crucial gap by offering a comprehensive and contemporary view of how fashion brands navigate global markets in today's rapidly evolving landscape. What sets this book apart is its integration of strategic theory with practical application. Through compelling real-world examples, readers gain actionable insights into the challenges and opportunities facing international fashion brands. This is an indispensable resource for students, educators and practitioners who seek not only to understand international fashion marketing but to actively shape its future in a more responsible and globally-conscious direction.
Dr Gokhan Aydin, Senior Lecturer, University of Brighton, UK

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