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Fashion as a societal phenomenon has fascinated scholars in different disciplines such as history, sociology, anthropology, psychology, and marketing often from an interdisciplinary perspective. Fashion mirrors societal changes, cultural norms, and values over time. It can be interpreted as mundane everyday practices, constructions of identity and status as well as being associated with the art world. In this book, the focus lies on marketing and the role of marketers when fashion permeates society in deliberate and subtle ways.
This edited collection critically reflects upon the power of fashion in contemporary society and the role marketing and marketers play in the process of defining, creating, and preserving fashion, but also in divesting fashion that is no longer up to date. It expands on existing knowledge to better understand the role marketers play as cultural agents in determining fashion and its markets. Contributors to the book are international, advanced scholars from a variety of disciplines such as anthropology, marketing, psychology and sociology, who challenge traditional ways of thinking about marketing. In a society where problems with overproduction and excessive consumption represent major challenges, the critical perspective of the role fashion plays in contemporary society and what influence marketing has for shaping fashion are not merely relevant, but necessary.
This cutting-edge, interdisciplinary book will appeal to scholars across a broad range of fields including fashion marketing, fashion studies, and consumer culture research. It will also be valuable for students in advanced courses of study in a variety of disciplines besides marketing.
List of contents
Introduction
Karin M. Ekström
Part IFashion and Marketing in Society
1. Fashion, Self, and Identity
Colin Campbell
2. Fashion Police to Fast Fashion: "Slow Down and Pull Over!"
Russell Belk3. Fashioning Marketing and its Consequences
A. Fuat Firat, Deniz Atik, and Zeynep Ozdamar ErtekinPart II
Social Change and Marketing
4. Embracing Diversity and Body Positivity: The Role of Marketing in Fashion Markets
and Culture
Stefano Prestini, Stefania Borghini, and Antonella Carù
5. From Sanitary to Fashionable Masks: Lessons from Crisis Marketing
Franck Cochoy, Anaïs Daniau, and Alexandre Mallard
6. Marketing Gun Identities Through Firearm Fashions
Terrence H. WitkowskiPart III
Fashion and Brands
7. A Social Practice Perspective on Fashion Branding
Marcus Gianneschi and Johanna Moisander 8.
Museums as Channels for Marketing Fashion: Reflections on Marketization and
Artification
Karin M. Ekström9. A Community in Love: The Relationship and Dynamic between Odd Molly and
its Community
Hanna WittrockPart IV
Fashion, Waste, Sustainability and Ethics
10. Consumption of Clothes and the Problems of Waste in Affluent Societies - Understanding the Driving Forces of Consumption and Waste
Karin M. Ekström 11. Sustainable Fashion Marketing: Green or Greenwash?
Elaine L. Ritch 12. 'Ethical Fashion' is a Fiction
Efrat TseëlonAfterword - Growing Demands of Ethics and Aesthetics Francesco Morace
About the author
Karin M. Ekström is Professor in Marketing at the Department of Business Administration and Textile Management, University of Borås, Sweden, where she heads the Marketing, Fashion and Sustainable Consumption Research Group. She has been involved in research on consumption for many years, frequently in multidisciplinary projects. Her research focuses on consumer culture, with a particular focus on the meaning(s) of consumption and sustainable consumption of food, clothing, and wood. She has recently edited
Museum Marketization: Cultural Institutions in the Neoliberal Era (2020). Examples of other edited volumes related to consumption and sustainability are
Waste Management and Sustainable Consumption: Reflections on Consumer Waste (2015),
Beyond the Consumption Bubble (2011, coedited with Kay Glans) and
Elusive Consumption (2004, coedited with Helene Brembeck).
Summary
This edited collection critically reflects upon the power of fashion in contemporary society and the role marketing and marketers have in the process of defining, creating and preserving fashion, but also for divesting fashion that is no longer up to date.
