I have published 2 academic textbooks on fashion business management and marketing:
Luxury Fashion Brand Management: Unifying Fashion with Sustainability. 2023 (forthcoming in July)
This book is available for pre-order from Routledge.
Description:
This textbook examines fashion luxury brand management, providing students with a comprehensive understanding of its origins, unique components, current practices, global trade and, most importantly, the application of sustainable models to the industry. It also highlights what makes brands fail and how they can become more resilient.
The key content covers the heritage of luxury brands, the importance of craftsmanship and creative direction, the role of luxury conglomerates, cultural awareness and internationalisation, risks of failure and opportunities for revitalisation as well as the application of sustainable measures for a resilient and ethical brand future. Each chapter includes a combination of industry insights, case studies or expert interviews. Coupled with theoretical frameworks and business models, these examples and case studies show how sustainable models can be applied to existing luxury brands and how practices can be embedded into the brand concept. Students are encouraged to think about opportunities and solutions, unique to luxury brand management, and will gain knowledge and skills for a successful future career.
A truly global and holistic textbook, Luxury Fashion Brand Management and Sustainability should be core and recommended reading for advanced undergraduate and postgraduate students studying luxury fashion management, luxury brand management, sustainable fashion and responsible business and fashion marketing and communications. Supplementary online resources include chapter-by-chapter PowerPoint slides and a test bank.
Endorsements:
“Professor Mitterfellner has written a fascinating and thought-provoking academic text that demystifies luxury brand management and gives students a new insight into luxury fashion. Thanks to many interviews with experts, new ground-breaking theories, and an original and lively prose style, she builds up a picture of what luxury and sustainability mean in today’s fashion world. Although designed for academic research it should also have a broader public appeal – recommended.”
Dr John Altman, composer/ Emmy winner/ author.
“Olga Mitterfellner is a great voice in today’s world of brand management and luxury fashion and keeps a finger on the pulse of the fashion industry. Luxury Brand Management and Sustainability, splendidly adds to the discourse of luxury brand concepts and theories, whilst engaging readers in untold fashion history, new concepts, and a highlight of diverse and inclusive selection of fashion professionals in case studies. Definitely a must read for any academic, student or researcher seeking new insight into a historical and prominent segment of fashion.”
Sharon N. Hughes, Sr. Lecturer of Fashion Marketing, University of East London and Global Fashion Business Consultant
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Fashion Marketing and Communication: Theory and Practice across the Fashion Industry.
2019, 1st ed & 2020, Chinese version
Reviews:
“The fashion industry is the quintessential example of an industry whose marketing has profoundly shaped and manipulated consumer tastes and, indeed, society. In this intriguing new book, Olga Mitterfellner, a London-based fashion professional and teacher, reviews marketing and communication strategies and methods used in fashion in a refreshing and interesting way. This book includes a multitude of fascinating case studies, connecting fashion marketing to broader marketing principles, through historical and current examples as well as interviews with prominent figures in the fashion world.“ ― Geoffrey Fong, Professor of Psychology at the University of Waterloo, Canada
“This book shows that to be a fashion lover and maintain an activist’s heart are not mutually exclusive. The globally-minded concept speaks to an all-too-rare approach to fashion education for the student or professional. It has become commonplace to relate social responsibility to sustainability in the supply chain, but ethics plays a crucial role throughout the entire fashion industry. Olga’s chapters blend history and modern practices in marketing to create a better understanding and support progressive change.” ― Monica Sklar, Assistant Professor of Fashion History and Merchandising and Liaison to the Historic Clothing and Textiles Collection at the University of Georgia, USA
“Mitterfellner carefully takes us through traditional marketing structures, straight through their morph into current techniques of branding, all the while weaving ethical considerations throughout the discipline. Through the lens of an enterprise’s social responsibility, her sharp critical eye forces us to consider fashion’s journey and cultural impact on the market in which it operates. This book is required reading for any sustainability, fashion management or marketing student. For marketing practitioners, as a moral guide, it must live on one’s reference shelf.” ― Ellen Pabst von Ohain, Managing Director of Phoenix Sustainable Communications and Professor of Sustainability and Business, PR and Communications at the European Business School in Munich, Germany
“Olga Mitterfellner presents a refreshingly honest account of contemporary marketing practices in the global fashion industry that takes account of their historical origins and global application. Her account of this alluring but sometimes brutal sector presents a balanced perspective of the paradoxical relationship between commercial and ethical imperatives at play in fashion. This comprehensive, easy-to-read text is distinctive in the modern fashion setting and is a must-read for industry practitioners, students of fashion marketing and those keen to understand how we got to where we are now.” ― Tony Cooper, Lecturer in Fashion Marketing at the London College of Fashion, University of the Arts London, UK
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