I have always been interested in fashion, since I roamed all the small streets and famous brands stores in Paris as a child with my mother. When I had the opportunity to explore fashion’s world of perceptions as a buyer for Galeries Lafayette, a leading department store in Paris, I discovered the other side of fashion. That is, I came to understand the creation and diffusion process of fashion apparel and accessories, as well as the management of fashion trends. To grasp the theoretical aspects of this management, I pursued a doctoral degree, with a focus on fashion and, more specifically, on the concept of consumer-based fashion equity. In my research, I have highlighted the values that fashion adds to its related products, enabling customers to develop fashion loyalty.
Fashion is indeed an intriguing and challenging area, in which multiple actors interact and adapt to the changes reflected in different fashionable trends. This book captures my descriptions, analyses, and explanations, which I have gathered throughout my professional and academic career in relation to fashion marketing. It, thus, offers some new insights regarding this fascinating industry, its companies, and its shoppers.