Table Of ContentPALGRAVE STUDIES OF
MARKETING IN EMERGING ECONOMIES
Fashion Marketing in
Emerging Economies
Volume II
South American, Asian and
African Perspectives
Edited by Frederica Brooksworth
Emmanuel Mogaji · Genevieve Bosah
Palgrave Studies of Marketing in Emerging
Economies
Series Editors
Robert E Hinson
Dept of Marketing and Entrepreneurship
University of Ghana Business School
Accra, Ghana
Ogechi Adeola
Pan-Atlantic University
Lagos Business School
Lagos, Nigeria
This book series focuses on contemporary themes in marketing and mar-
keting management research in emerging markets and developing econo-
mies. Books in the series cover the BRICS (Brazil, Russia, India, China
and South Africa), MINT (Mexico, Indonesia, Nigeria and Turkey),
CIVETS (Colombia, Indonesia, Vietnam, Egypt, Turkey, and South
Africa); EAGLE economies (those which are expected to lead growth in
the next ten years, such as Brazil, China, India, Indonesia, South Korea,
Mexico, Russia, Taiwan, and Turkey) and all other African countries
(classified under developing countries), taking into consideration the
demographic, socio-cultural and macro-economic factors influencing
consumer choices in these markets. The series synthesizes key subject
areas in marketing, discuss marketing issues, processes, procedures and
strategies across communities, regions and continents, and also the way
digital innovation is changing the business landscape in emerging
economies.
Palgrave Studies of Marketing in Emerging Economies presents a unique
opportunity to examine and discuss marketing strategy and its implica-
tions in emerging economies, thereby filling a gap in current marketing
literature.
All chapter submissions to the series will undergo a double blind peer
review and all book proposals will undergo a single blind peer review.
Frederica Brooksworth
Emmanuel Mogaji • Genevieve Bosah
Editors
Fashion Marketing in
Emerging Economies
Volume II
South American, Asian and African
Perspectives
Editors
Frederica Brooksworth Emmanuel Mogaji
Fashion Education Group Greenwich Business School
London, UK University of Greenwich
London, UK
Genevieve Bosah
University of Hertfordshire
Hatfield, UK
ISSN 2730-5554 ISSN 2730-5562 (electronic)
Palgrave Studies of Marketing in Emerging Economies
ISBN 978-3-031-07077-8 ISBN 978-3-031-07078-5 (eBook)
https://doi.org/10.1007/978-3-031-07078-5
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Contents
Part I An Introduction 1
1 Fashion Marketing in Emerging Economies Volume II:
South American, Asian and African Perspectives 3
Frederica Brooksworth, Emmanuel Mogaji, and
Genevieve Bosah
Part II Fashion Marketing in Emerging Economies: South
American and Asian Perspectives 17
2 Fashioning the Future Generation: Generation Z Indian
Consumers’ Attitudes Towards Western and Indian Fashion 19
Aurore Bardey, Utkarsha Mehdiratta, and Rose Turner
3 A Closer Look at the Menswear Market in Brazil 49
Fábio Shimabukuro Sandes
4 The Power of Neuromarketing: Taking Luxury Fashion
Marketing in Southeast Asia Markets to a Whole New Level 73
Mamun Ala, Sumesh Nair, and Tareq Rasul
v
vi Contents
5 Afloat in a Changing COVID-19 World: The Rise of
Artisanal Fashion in India for Brand Story Relevance
in Challenging Times 99
Pandora Kay and Caroline Young
Part III Fashion Marketing in Emerging Economies: African
Perspectives 161
6 Towards Understanding How Nigerian Fashion Brands
Influence Customer Purchasing Behaviour. A Case
Study of Nigerian Fashion Brands 163
Damilola Joseph
7 South Africa: A Snapshot of Contemporary Fashion Retail 189
Ken Kweku Nimo
8 The Rise of Female Empowerment in Egypt: The Fashion
Psychology Behind Their Attire and Armour 213
Yasmina Nessim and Aurore Bardey
9 Fashion Analytics in Africa and Middle East: Strategies,
Tools, and Insights for Fashion Brands 241
Coy Griffin
Part IV C onclusion 269
10 South American, Asian and African Perspectives in
Fashion Marketing: Conclusion and Research Agenda 271
Frederica Brooksworth, Emmanuel Mogaji, and
Genevieve Bosah
I ndex 287
Notes on Contributors
Mamun Ala is Lecturer in Strategic Management and International
Business at the Australian Institute of Business. He holds a PhD in
Applied Economics from the University of South Australia (UniSA) and
a GradCert in L&T from Swinburne University. He has long experience
in teaching in higher education institutions, including UniSA and
Flinders University. His research interests include teaching and learning,
entrepreneurship, international competitiveness, political economy and
industrial policy.
Aurore Bardey is Associate Professor of Marketing at the Burgundy
School of Business. Having designed the BSc (Hons) Psychology of
Fashion, her expertise sits in applying psychology in fashion. Her research
interests fall into three topics: (1) applying cognitive and experimental
psychology concepts to enhance green consumer behaviour in fashion;
(2) applying social psychology concepts to assess the impact of inclusive
fashion on consumers; and (3) evaluating the impact of fashion on well-
being and cognitive performance.
Genevieve Bosah is a Senior Lecturer at the University of Hertfordshire
where she teaches and researches in Public Relations, Corporate
Communications, Media and Branding. She is the Programme Leader
vii
viii Notes on Contributors
for the MA Journalism and Media Communications and the newly
developed MA Public Relations and Digital Communications. She is the
Convenor/Founder of African PhD Scholars Network. She is a chartered
practitioner of the Chartered Institute of Public Relations (CIPR) UK
and board member of Public Relations and Communications Association
(PRCA) UK qualifications board.
Frederica Brooksworth is a British-Ghanaian academic, researcher, strate-
gist, editor and author. She is the executive director of the Fashion Education
Group which comprises initiatives such as the Council for International
African Fashion Education (CIAFE), Professional Development and the
Fashion Knowledge Challenge. Brooksworth is also regional editor (Africa)
of Bloomsbury Publishing for Fashion Business Cases.
Brooksworth has taught at numerous universities and is a lecturer at
the London College of Fashion, British School of Fashion, Hult
International Business School and Conde Nast College of Fashion and
Design. She is a board member at BlueCrest University College.
Coy Griffin is a TEDx speaker, fashion analyst and fashion-tech enthusi-
ast. Griffin is a guest lecturer specialising in fashion analytics, technology
and operations with experience in teaching at Virginia State University and
the London College of Fashion. She has also worked with Nike and Black
Girls Code. Griffin works with fashion organisations to integrate the latest
technological innovations with the creative world. She has been featured in
media outlets such as Blavity and New York Fashion Week and often par-
ticipates in educational and interactive events in Accra, Ghana.
Damilola Joseph holds a PhD in Strategy, Enterprise and Innovations
from Portsmouth Business School. She is a lecturer at Teesside University
Business School and teaches across a range of modules like research meth-
ods, enterprise and practice, and the relationship between buying and sell-
ing. She also supervises undergraduate, postgraduate and doctoral students.
Pandora Kay has a life-long passion for fashion and creative industries
and, as a marketing academic, is excited by recent research on intersec-
tions between them. She has first-hand experience in the arts, cultural
Notes on Contributors ix
and creative industries as a practitioner, as an administrator and recently
as a collector, patron, philanthropist and fundraiser.
Utkarsha Mehdiratta is a first-class honours graduate from London
College of Fashion, where she studied BSc (Hons) Psychology of Fashion.
She was born and brought up in India and is now pursuing her post-
graduate studies and research at Goldsmiths, University of London. She
was a recipient of the BPS Undergraduate Research Assistantship Scheme
Award in 2019. Her area of research includes understanding consumers’
attitudes and behaviour towards sustainability and inclusive fashion; the
psychological principles of effect and persuasion involved in consumer
decision-making; and the evolving relationship between technology,
data, and consumer behaviour.
Emmanuel Mogaji is Senior Lecturer in Advertising and Marketing
Communications at the University of Greenwich. His primary area of
interest is ABCDE of marketing communications—advertising, brand-
ing, communications, digital and ethics. He has authored and edited over
ten books on branding, fashion marketing and higher education.
Sumesh Nair works at the Australian Institute of Business as a senior
lecturer, and he previously worked with Monash and Murdoch
Universities for 11 years. His research appeared in the Journal of
Macromarketing, Journal of International Consumer Marketing, Business
Strategy and the Environment and Ergonomics, to name a few.
Yasmina Nessim is the founder and CEO of pstyled—the world’s first-
ever styling service that uses fashion psychology to optimise mood and
productivity. Her initial academic background is in business manage-
ment from King’s College London and an MSc in Strategic Marketing
from Imperial College in London. She holds a second MSc degree in
Applied Psychology of Fashion from the London College of Fashion. She
conducts her scientific research proving the significant correlation
between outfit curation and the human psyche, focusing on emotive fluc-
tuations, productivity levels and self-expression. Consequently, pstyled
