Introduction
Mitterfellner, O. 2026. Introduction. in: Mitterfellner, O. (ed.) De Gruyter Handbook of Fashion Marketing Berlin De Gruyter Brill. pp. 1-14
Mitterfellner, O. 2026. Introduction. in: Mitterfellner, O. (ed.) De Gruyter Handbook of Fashion Marketing Berlin De Gruyter Brill. pp. 1-14
| Chapter title | Introduction |
|---|---|
| Authors | Mitterfellner, O. |
| Editors | Mitterfellner, O. |
| Abstract | This introductory chapter to the Handbook of Fashion Marketing is written by the editor and laments that traditional fashion marketing as a discipline has the potential to cause harm due to its manipulative nature. Therefore, it is of utmost importance to be fully aware of its ethical implications and the handbook has been constructed so that ethical considerations are woven throughout. Each chapter contemplates implications for the wider industry and society and fuels a much-needed nuanced discussion of research and progress in the field of fashion marketing that differentiates itself from classic marketing literature. It is both academically rigorous while being practical and applicable to real-life scenarios. The introduction gives an overview of each of the 20 chapters featuring 27 authors and abstracts.The 27 authors of this handbook are leading experts and academics from around the world who have been carefully selected, and empower a much-needed discourse, filling the gap in the literature. Each chapter carefully curates its content to offer the experienced and novice reader an understanding of the background, existing literature, or applications, followed by new approaches, experimentations, and views. There are theoretical studies, experiences, contemplations, case studies, and practical applications. |
| Keywords | fashion marketing, sociology of dress, diversity, inclusion, luxury studies, digital technologies, education, AI, NFT, |
| Book title | De Gruyter Handbook of Fashion Marketing |
| Page range | 1-14 |
| Year | 2026 |
| Publisher | De Gruyter Brill |
| Publication dates | |
| Published | 21 May 2026 |
| Place of publication | Berlin |
| Edition | 1st |
| ISBN | 9783111564630 |
| Digital Object Identifier (DOI) | https://doi.org/10.1515/9783111564876-001 |
| Web address (URL) | https://www.degruyterbrill.com/document/isbn/9783111564876/html?lang=en&srsltid=AfmBOoo1xVRDFvlVpaY10DC0nxrxaf0B0kQSeBlOQYFO4CLE726146gY#overview |