Year: 2018
Type: article
Abstract: In the study, "Allure of Style: The Impact of Contemporary Fashion Marketing on Consumer Behaviour," we explore the influential role of modern marketing strategies within the fashion industry and their impact on consumer decision-making processes. Drawing upon empirical data, case studies, and theoretical analyses, we dive deep into prevalent trends such as market segmentation, digital marketing, influencer endorsement, fast fashion dynamics, and sustainability. We further analyze their psychological underpinnings and consequent behavior modifications in consumers. This paper not only illuminates the significant power of fashion marketing tactics but also emphasizes their multi-layered societal implications, ultimately contributing to broader conversations about consumer culture, ethical consumption, and sustainable practices in fashion marketing.
Author: Bharati Rathore
Institution: University of Rajasthan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4385821706