Fashion Marketing

FASHION MARKETING: A LITERATURE REVIEW
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Table of Contents 1. Introduction. 2 2. Literature Review.. 2 2.1 Company Background. 5 3. Evaluating Company. 5 4. Conclusion (Recommendations) 7 References. 9 1. Introduction
Fashion marketing is an emerging concept in the global fashion industry. Fashion labels worldwide are becoming sensitive toward sustainability while performing brand communications with diversified stakeholders. Fashion marketing is not limited to the traditional marketing mix. They are, instead, leading fashion labels to integrate corporate mix in the branding strategies to position brands as sustainable and trusted among the stakeholders (Milanesi et al. 2022). The rise of Generation Z (Gen-Z) influences the marketing communication practices among fashion labels. Fashion labels follow a different communication plan to retain customers, expand into emerging marketplaces, and maintain sustainability in the corporate mix to ensure brand relevance (Sailer et al. 2022). This paper will conduct a systematic literature review on fashion marketing, focusing on different parameters, such as corporate mix, sustainability, branding, and talent retention. The investigation would apply findings while evaluating a leading fashion label to measure branding relevance and identify gaps for proposing strategic solutions.
2. Literature Review
Traditional fashion marketing and brand communication practices focused on four essential parameters: product, price, place, and promotion. Fashion labels would manufacture distinct apparel and accessories for mass customers. Brand communication would focus more on price orientation to attract customers (Strydom et al. 2022). However, fashion marketing practices have evolved rapidly since the digital era. Brands would expand their marketing mix by integrating corporate identity constructs to establish a solid relationship with the target audiences. Most fashion labels today follow a corporate mix instead of a marketing mix in their fashion marketing practices. Brands would use different factors, such as Corporate Social Responsibility (CSR) prospects, sustainability actions, and other contributions towards socioeconomic problems, to offer value propositions to customers (Fuxman et al. 2022). Corporate mix connects fashion labels with customers by creating a personal exchange in brand practices.
According to (Chan et al. 2022), fashion marketing experienced a paradigm shift since the COVID-19 outbreak. The emergence of digital channels and virtual interactions between fashion labels and target audiences transformed fashion marketing practices worldwide. Fashion labels align operational prospects with marketing mix to maintain brand relevance among customers (Chan et al. 2022). Camacho (2022) further explained the paradigm shifts in marketing communication by focusing on sustainability. The research found that fashion labels transformed operational practices by integrating sustainability measures, particularly in manufacturing processes and supply chain activities, to attract more customers during the pandemic. The author claimed that fashion marketin...