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A New Era of Fashion Consumption: How Digital Marketing Is Impacting the Fashion Consumption Landscape

In: New Horizons in Fashion and Marketing

Author

Listed:
  • Michal Krupien

    (Independent Marketing Specialist)

  • Edwin Chinzupe Phiri

    (London College of Fashion: UAL)

Abstract

The purpose of this chapter is to outline the transformation that has taken place within the fashion consumption landscape brought about by digital marketing. It examines the many forms of digital platforms and technologies and the changed dynamic between fashion marketers and consumers giving consumers and brands various advantages.

Suggested Citation

  • Michal Krupien & Edwin Chinzupe Phiri, 2025. "A New Era of Fashion Consumption: How Digital Marketing Is Impacting the Fashion Consumption Landscape," Springer Books, in: Kate Armstrong (ed.), New Horizons in Fashion and Marketing, pages 23-48, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-94196-2_2
    DOI: 10.1007/978-3-031-94196-2_2
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