“Mastering Fashion Marketing” by Tim Jackson and David Shaw (2008) provides a comprehensive exploration of marketing within the fashion industry. The book addresses how traditional marketing principles must be adapted for fashion’s unique characteristics: rapid trend changes, seasonal cycles, visual communication importance, and the emotional consumer-brand connection.
This groundbreaking book explores the concept of the celebrity as a “Human Fashion Brand” and examines how celebrities effectively promote fashions while shaping consumer identity and purchasing decisions. Authors Dr. Fykaa Caan and Professor Angela Lee investigate the symbiotic relationship between three key stakeholders (termed “symbionts”): the fashion celebrity, the fashion celebrity marketer, and the fashion consumer.
Alice Dallabona’s “Luxury Fashion Marketing and Branding: A Strategic Approach” provides a comprehensive analysis of the luxury fashion industry, examining how brands create value, maintain prestige, and navigate contemporary challenges. Published in 2025, the textbook addresses everything from brand identity and heritage to digital marketing, sustainability, and cultural sensitivity.