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This book is an essential reference for understanding fashion marketing in a global, digital and sustainable age. Fashion Marketing by Joe Wiltshire and Catherine Cousins ​​provides undergraduate and postgraduate students with a comprehensive introduction to contemporary marketing principles, practices and challenges in the fashion industry. With a comprehensive look at the fashion landscape, this book explores the full spectrum of marketing activity, from consumer behavior and e-commerce to sustainability, product strategies and pricing. Students will learn how technology, cultural shifts, and the growing demand for transparency and responsible production are shaping marketing strategies. Real-life examples from organizations such as Zara, Primark, Stone Island, Calvin Klein and Glossier bring theory to life, helping students apply practical knowledge in the field. Designed to support both classroom teaching and self-study, this book includes:\- Frameworks and practical models for understanding fashion consumer behavior and marketing channels\- Learning objectives, key concepts and chapter summaries for clear understanding\- Discussion questions to encourage thinking and application\- Online lecturer resources including PowerPoint slides. Whether you are studying fashion marketing, retail management, or fashion business, _The Fashion Marketing Textbook_ equips students with the knowledge and skills needed to navigate and understand today's dynamic fashion market.