Fashion and luxury marketing book published by AUS professor

Dr. Mona Mrad, an assistant professor of marketing in American University of Sharjah’s School of Business Administration, has published a new textbook, Fashion and Luxury Marketing. The authoritative and comprehensive full-color textbook consists of accessible research and theory, along with real-world examples and case studies from brands including Prada, Gucci and Burberry. 

The book provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury. The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. An expanded view of fashion and luxury is given, moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology.

Dr. Mrad is well-placed to produce such a book, having a background in both fashion design and marketing. The marketing professor always had a goal of creating a book that combines the two disciplines she is passionate about. 

“Our aim with this book is to get to every person who is interested in fashion and luxury whether a student or a professional. This textbook is an essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. It is also suitable for fashion marketing and fashion consumer behavior courses,” she said. 

The publication of the book is timely, with the luxury marketing sector continuing to grow, despite downturns in other parts of the economy. Statista Consumer Market Outlook estimates that by 2025 revenue in the luxury sector will reach close to US $387 billion. With growth in the sector has come a rise in the number of educational institutions launching fashion and luxury programs. Dr. Mrad’s book will provide students of the field with a comprehensive resource allowing them to explore many different facets of luxury marketing. 

“My co-author and I noticed that with a rapid expansion in the number of luxury marketing courses being offered at universities, there was a gap in the market for an up-to-date textbook containing examples to which students can relate. We hope that this new book will fill this gap and play a valuable role in the learning experiences of luxury marketing students,” Dr. Mrad said. 

Fashion and Luxury Marketing is co-authored by Michael R. Soloman, Professor of Marketing at Saint Joseph’s University, Philadelphia, USA. The book is published by Sage Publishing.

The AUS School of Business Administration (SBA) offers courses in luxury brand management and is home to the Chalhoub Group Professorship in Luxury Brand Management. For more information, visit www.aus.edu/sba.