Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives

Contents
Notes on Contributors
List of Tables
Part I: An Introduction
1: Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives
Introduction
Fashion in Emerging Markets
Objective of the Book
Target Audience
The Book Outline
Conclusion
References
Part II: Fashion Marketing in Emerging Economies: South American and Asian Perspectives
2: Fashioning the Future Generation: Generation Z Indian Consumers’ Attitudes Towards Western and Indian Fashion
Introduction
Literature Review
Theoretical Background
Research Objectives and Rationale
Study 1
Participants
Methods
Data Analysis
Results
Fashion as a Communication Tool
Western Versus Indian Fashion
Study 2
Participants
Materials and Procedure
Data Analysis
Results
Discussion
General Discussion
Indian Consumers: The Authentic Self and the Cultural Self
Indian Consumers’ Opinion and Brand Equity: Western Fast Fashion Versus Traditional Indian Fashion
Indian Gen Z’s Behaviours and Attitudes Towards Sustainability
Implication of the Research
Study Evaluation and Future Work
Conclusion
References
3: A Closer Look at the Menswear Market in Brazil
Introduction
Method
Characteristics of Brazilian Menswear Market
Sexuality and Machismo Influence Behaviour
Shopping for Themselves Is a Novelty for Most Consumers
Shopping for Clothes Is a Rational (Rather than Emotional) Behaviour
Loyalty as a Way to Escape the Process of Shopping for Clothes
Fond of Technological Appeals and Comfort, Not So Much About Sustainability
Men Are Learning to Enjoy the Activity of Shopping
Formal Wear Is Restricted to Specific Professions and Occasions
The Influence of Pop-Cultural Icons
Regional Differences
Most Men Dress to Belong, Not to Stand Out
New Generations, Expressing Uniqueness
Changes After COVID-19
Discussion and Further Research
References
4: The Power of Neuromarketing: Taking Luxury Fashion Marketing in Southeast Asia Markets to a Whole New Level
Introduction
Neuromarketing Techniques and Tools
Electroencephalography (EEG)
Magnetoencephalography (MEG)
Steady State Topography (SST)
Positron Emission Tomography (PET)
Functional Magnetic Resonance Imaging (fMRI)
Galvanic Skin Response (GSR)
Eye Tracking (ET)
Facial Coding (FC)
Effective Strategies for Using Neuromarketing in e-Commerce and Social Commerce
The Application of Neuromarketing in Fashion Marketing in Southeast Asian Markets
Legal and Ethical Aspects of Neuromarketing
Suggestions for Future Research
Conclusion and Implications
References
5: Afloat in a Changing COVID-19 World: The Rise of Artisanal Fashion in India for Brand Story Relevance in Challenging Times
Introduction
India as an Emerging Market for Contemporary Fashion
Artisanal Fashion Within the Indian Context
The Relevance of Branding Within a Fashion Context in Crisis
Method
Findings and Discussion
Brand Portfolio and Brand Architecture for Artisanal Fashion in India
Artisanal Brand Story for Product
Artisanal Brand Story for Systems Involved Product Production
Artisanal Brand Story in the Wider Systems of Company and Community Engagement
Artisanal Fashion Collaborations and Co-branding
Conclusion
Appendix
References
Part III: Fashion Marketing in Emerging Economies: African Perspectives
6: Towards Understanding How Nigerian Fashion Brands Influence Customer Purchasing Behaviour. A Case Study of Nigerian Fashion Brands
Introduction
Literature Review
Nature of the Nigerian Fashion Industry
Consumer Purchase Behaviour
Review of Previous Research on the Nigerian Fashion Industry
Methodology
Findings
Product
Price
Promotion
Conclusion
References
7: South Africa: A Snapshot of Contemporary Fashion Retail
Introduction
Methodology
Literature Review
Contemporary Fashion Retail Outlook
A Blistering Storm
Addressing the Fundamentals
Embracing Digital
Collaboration over Competition
Less New, More Thrift
South Africa Fashion Retail Futures
The Social Window
Green Leap
Immersive Omnichannel Retail
The Rise of Independent Brands
Retail Technology
Summary
References
8: The Rise of Female Empowerment in Egypt: The Fashion Psychology Behind Their Attire and Armour
Introduction
Literature Review
Power in the Definition of ‘Empowerment’—Or Lack Thereof
Empowerment: A Redefined ‘E’ in MENA
Fashion in the Middle East and North Africa: What Does It MENA?
‘Walk Like an Egyptian’, But Make It Fashion
Fashion and Psychology: Torn at the Seams
Negotiating Selfhood: Expressing Aspects of the Self
Creating Sameness
Aims and Objectives
Methods
Participants
Materials
Procedure and Data Analysis
Results
Self-Expression
From Impress to Express: How Consumers Are Expressing Themselves Through Fashion
From Express to Empower: A Message from Designers to Their Consumers
Change in Consumption Patterns
Bye Mainstream, Buy Local
We Hear You: Designers to the Egyptian Women
Discussion
Self-Expression and Empowerment
Change in Consumption Patterns
Implication of the Research and Future Work
Conclusion
References
9: Fashion Analytics in Africa and Middle East: Strategies, Tools, and Insights for Fashion Brands
Introduction
Section 1: Cultural Decisions Needed to Consider Within the MEA Region
Section 2: Data Frameworks
Section 2.1: Data Framework Pre-COVID-19
Framework 1
Section 2.2: Data Framework Post-COVID
Framework 2
Framework 3
Section 3: How to Collect Qualitative and Quantitative SEO and Social Media Data in MEA Regions?
Section 3.1: Search Engine Data
Section 3.2: Social Media
Section 3.3: Successful Fashion Brands Leveraging Data
Section 3.3.1: Jumia Case Study
Section 4: Predicting Trends in the Data Landscape
Section 4.1: Artificial Intelligence
Section 4.2: Voice Recognition Technology
Section 4.3 Machine Learning
References
Part IV: Conclusion
10: South American, Asian and African Perspectives in Fashion Marketing: Conclusion and Research Agenda
Introduction
Summary of Chapters
Agenda for Future Research
Conclusion
References
Index