Fashion Marketing in Emerging Economies


Strategies, Tools and Insights for Fashion Brands, Edited book; Chapter proposal deadline 15 Sep

POSTING TYPE: Calls: Other

Author: Emmanuel Mogaji

Call for Contributing Chapter Authors

Fashion Marketing in Emerging Economies – Strategies, Tools and Insights for Fashion Brands


  • Frederica Brooksworth, London College of Fashion, UK
  • Emmanuel Mogaji, University of Greenwich, UK
  • Genevieve Bosah, University of Hertfordshire, UK


In the past decade, we have seen a rise in Emerging Markets acquiring an increased share of the global manufacturing service (Guercini and Runfola, 2019). Traditional Industrial Powers (the United States and Europe) are no longer a companies’ first choice to seek service from. The rise of Emerging Powers such as Brazil, Mexico, Russia, Indonesia, India and China have provided new opportunities. Fundamentally this comes down to corporations cutting costs. In 1998 Peter Dicken coined this the ‘Manufacturing Shift’ in his book Global Shift; Transforming the World Economy.

Previously, the International Fashion Market was primarily categorised into three divisions; The Global Fashion Hubs (the UK, USA, Italy and France) where the main fashion weeks take place. Growing Markets (Brazil, Russia, Mexico and Singapore), followed by the Emerging Fashion Markets (India, Middle East and South Africa), Busnaina (2014).

Within the Emerging Markets, there are specific cities which are growing rapidly becoming targets for the Fashion Industry as growth centres (BOF, 2018). According to McKinsey (2014), Emerging Markets are responsible for 37 percent of the women’s mid-market apparel market. It is also anticipated that there will be a growth to 50 percent in 2025. McKinsey also reports that Emerging Markets will account for 25 percent of the luxury apparel market by 2025 up from 14% today. This could be due to the increase of the middle-class population in Emerging Economies with growing income, who demand new services and products (Del Giudice, Della Peruta and Carayannis, 2011).

For corporations entering these new markets it is crucial for them to understand the current state of the industry but be mindful of macro-environmental factors, traditions and religious beliefs. This will determine the right marketing practices to use when engaging their potential targeted audience. The speed at which the Fashion Industry is moving is disrupting the fashion system as a whole. Leading corporations are investing their resources into data analytics to better understand consumer behaviour and to ensure they meet the needs of their audience and most importantly find the best communication and marketing tools to reach them (BOF, 2018)

It is not only companies who are interested in exploring emerging markets. For many years now there has been an increase of marketing scholars researching in this field (Dawar & Chattopadhyay, 2000; Burgees & Steenkamp, 2006; Sheth, 2011) however many of these studies are focused on individual countries. However, many recommendations point out that marketing activities practised in developed markets are not suitable for Emerging Markets. This is also in line with Bang, Joshi and Singh (2017) who emphasise that marketing in an Emerging Market requires a new approach.

Although studies have recognised Marketing in Emerging Markets, research has yet to systematically explore Fashion Marketing strategies, theories and activities. Alpat and Aksu (2014) emphasise that fashion is ambivalent therefore marketing should not be monotonous. Fashion is a unique industry and for this very reason, its marketing strategies differ to other industries.

Objective of the book

To date there are no books which have been published on the topic of fashion marketing and emerging markets, there is very little academic and contemporary research on this subject. The Fashion Industry is growing rapidly in emerging markets in addition to this, marketing strategies, tools and technologies have also evolved. There is a growing demand for additional research, information, recommendations and insight from practitioners, entrepreneurs, students and academics.

The book will aim to provide and shed light on insights, barriers and opportunities to support the development and economical growth of the fashion industries within emerging markets.

Target Audience

This book will aim to satisfy the needs of our audience by providing timely information on growing areas such as sustainability, luxury, digital, trends and psychology.

The book could be implemented as a manual to help with a firm’s activities.

This book will be relevant for policy makers as it can contribute to their decisions and strategic planning.

The book will also satisfy the needs of scholars by filling in a research gap for research papers, case studies, journal articles and pursuing their own personal projects.

For undergraduate and postgraduate students this will also be very useful to support them with research for their thesis and assignments. Additionally, it will give them insight into various job roles within the industry and educate them on opportunities within the emerging market.

Invited Contributions (below are topics to be covered within the book):

  • Fashion in Emerging Markets – Emerging Market Marketplace – The Fashion System
  • Branding
  • Digital Marketing
  • Public Relations, Advertising & Communications
  • Consumer Behaviour and Psychology
  • Neuromarketing
  • Data Science and Analytics
  • Market Research
  • Strategic Business Planning
  • Trend Forecasting
  • Sustainability
  • Supply Chain
  • Fashion Events and Experiences
  • Retail and Ecommerce
  • Distribution Channels
  • Fashion Marketing Trends

Submission Process

Potential contributors are invited to submit, on or before September 15, 2020, an abstract of 300 – 400 words proposal (excluding references) that presents the intended contributions of their chapter, intended approach and methodology and how their intended chapters will critically engage with fashion marketing in emerging economies.

In addition, authors should provide the following:

  • Proposed titles of their chapters
  • The theme (see above) of their intended chapters
  • Full names
  • E-mail addresses and
  • Affiliations

Chapters submitted must not have been published, accepted for publication, or under consideration for publication anywhere else.

Proposals should be submitted to

Key deadlines:

  • September 15, 2020 Proposal submission deadline (300-400 words)
  • October 1, 2020 Notification of acceptance of the proposal
  • November 30, 2020 First draft of full chapter submission
  • December 22, 2020 First round of peer review completed
  • January 30, 2021 Revision submission
  • February 26, 2021 Final acceptance notification
  • May 2021 Publication


The publisher for this book is Palgrave.