Fashion is a behemoth industry, predicted to grow by close to 5% annually, which would result in a projected market volume of US $1.16 trillion in 2030 (Statista, 2025). The success of the industry is supported by a kaleidoscope of traditional and contemporary marketing strategies that are rapidly evolving into a digital future. There is plenty of literature available on how to implement marketing and marketing in fashion, but very little has been published to offer a progressive and holistic reference work. Furthermore, marketing as a discipline has the potential to cause harm due to its manipulative nature, and therefore, it is of utmost importance to be fully aware of its ethical implications. In this handbook, ethical considerations are woven throughout, and each chapter contemplates implications for the wider industry and society. As a result, you will find a much-needed nuanced discussion of research and progress in the field of fashion marketing that differentiates itself from classic marketing literature and is both academically rigorous while being practical and applicable to real-life scenarios.
The authors of this handbook are leading experts and academics from around the world who have been carefully selected to each contribute a chapter and empower a much-needed discourse, filling the gap in the literature. Each chapter carefully curates its content to offer the experienced and novice reader an understanding of the background, existing literature, or applications, followed by new approaches, experimentations, and views. There are theoretical studies, experiences, contemplations, case studies, and practical applications.
As a collective volume, the handbook offers a truly multipolar and balanced overview of fashion marketing, covering a field of opportunities and tensions across global markets, generation studies, culture and subculture, luxury, ultrafast fashion, celebrity marketing, digital progress, ownership, law, and many more. The handbook is divided into four curated sections that broadly cover fashion marketing from the angles of sociology, diversity and inclusion, luxury studies, and digital technologies.
Olga Mitterfellner is Senior Lecturer in Fashion Business Management at the University of Westminster, UK, and an internationally recognised author and scholar specialising in fashion marketing, branding, and sustainable fashion systems. She has taught at leading institutions including London College of Fashion, University of the Arts London, and Mediadesign Hochschule in Munich, where she was awarded an honorary Professorship.
She is the author of the internationally adopted textbook Fashion Marketing and Communication: Theory and Practice across the Fashion Industry (Routledge, 2019; second edition 2024), published in multiple languages, and Luxury Fashion Brand Management: Unifying Fashion with Sustainability (2023). Her work critically examines the cultural, ethical, and systemic dimensions of fashion marketing, advancing more responsible, inclusive, ethical and sustainable approaches to fashion business practice and education.
Her research and editorial work focus on the evolving role of fashion marketing within global, multipolar, sociocultural, technological, and digital contexts, with particular emphasis on ethics, decolonisation, and systemic change.
Olga is a Senior Fellow of the Higher Education Academy and Fellow of the Textile Institute. Educated at Central Saint Martins, her international and multilingual background informs her global and interdisciplinary approach to fashion scholarship. She also holds numerous professional certificates and specialist training in areas including sustainability, business strategy and fashion law.
Prior to joining academia in 2015, Olga worked internationally in fashion and creative industries, including design, trend forecasting, strategic communication and marketing.
