STRATEGIC FASHION MARKETING

MA Strategic Fashion Marketing

Dissertation Proposal

ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends and family for the support they provided me and their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, and this dissertation has not been submitted for any examination at academic as well as professional level, previously. It is also representing my very own views and not essentially those that are associated with the university.

Signed __________________ Date _________________

Table of Contents

ACKNOWLEDGEMENTii

DECLARATIONiii

Rationale for the Study1

Aims and Objectives of the Study1

CHAPTER 2: LITERATURE REVIEW2

CHAPTER 3: METHODOLOGY3

Research Design3

Literature Search3

CHAPTER 4: CONCLUSION4

REFERENCES5

CHAPTER 1: INTRODUCTION

Rationale for the Study

Over the years, the world of fashion has evolved greatly because everyone wants to develop a sense of style and that is what the fashion industry capitalized on. Fashion has changed our values and social standards. This dissertation will be focusing on the strategies involved in fashion marketing which is used for advertising of clothing lines by targeting a particular audience via creative techniques like story creation, celebrity testimonials, designing of creative ads and exhibiting the collection to the public and the role that in the fashion industry.

Aims and Objectives of the Study

This dissertation will have the following aims and objectives:

To analyze the current creative marketing techniques and strategies involved in the fashion industry;

To assess the way the internet has impacted the fashion marketing techniques with particular emphasis on online shopping;

CHAPTER 2: LITERATURE REVIEW

A literature on strategic fashion marketing will look into previous work carried out in the same area. The literature will assess the changing fashion trends and the old notion that fashion stories are only ...