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What do we know about fashion advertising? A review of the literature and suggested research directions

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  • Charles R. Taylor
  • John P. Costello

Abstract

This paper’s aim is to provide a comprehensive review of the literature on fashion advertising. Toward this end, the paper describes major theoretical perspectives that have been used in fashion advertising research; discusses major findings that the cumulative body of research has produced in key sub-areas of fashion advertising research; and provides directions for future research. Key sub-areas of the field which are discussed include what factors lead to effective advertisements; how different types of models affect consumers and influence the effectiveness of ads; how consumers can be segmented potentially across nations; how social media advertising can be used to produce positive marketing outcomes; and how controversial fashion advertising impacts consumers. Future areas of research in the area of fashion advertising are identified and explored.

Suggested Citation

  • Charles R. Taylor & John P. Costello, 2017. "What do we know about fashion advertising? A review of the literature and suggested research directions," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 8(1), pages 1-20, January.
    • Handle: RePEc:taf:rgfmxx:v:8:y:2017:i:1:p:1-20
    DOI: 10.1080/20932685.2016.1255855
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