Fashion Brands and Emerging Markets’ Opportunities: A Literature Review from a Consumer Behaviour and Marketing Perspective

The successful traditional marketing strategies applied in mature fashion markets, such as in the United Kingdom, the United States, Italy or France, could be ineffective when used in emerging markets (Bang et al., 2016). Moreover, geopolitical instability and the inflammation of trade tensions also represent a potential barrier in entering such emerging markets (Cheng & Chiu, 2018). However, despite valuable scientific contributions in fashion marketing in emerging economies (e.g., Burgess & Steenkamp, 2006; Dawar & Chattopadhyay, 2002; Sheth, 2011), no studies have been carried out to underline the scientific knowledge regarding fashion consumption in emerging markets. Therefore, the purpose of this chapter is to fill this gap through a sys tematic review of scientific insights related to fashion marketing in emerging markets. We examined relevant academic research related to consumer behaviour in fashion published in the last decade (2010–2020). The present chapter provides a comprehensive overview of the litera ture related to consumer behaviour in emerging markets from a theoretical perspective. It synthesises prior studies to strengthen the foundation of knowledge in this field. The chapter identifies potential marketing strategies that fashion brands could successfully apply to enter such mar kets from a managerial perspective.