Prior to the 1970s and 1980s, fashion marketing focused heavily (and
perhaps solely) on women's fashions. Today, fashion marketing influences
all products and how consumers use these products. How products are
marketed, when products are marketed, the evolution of products into
different sizes, shapes, colors, and uses are all influenced by fashion
marketers. Fashion marketing is taken to different levels from branding
a person (e.g., Ralph Lauren, the person), a line of products (e.g.,
Lexus luxury cars), or a single product (e.g., Coach handbag). This
much-needed text introduces new methods and technologies to apply
today's principles to future practices of fashion marketing.