ABSTRACT
Introduction This introductory chapter is structured to provide an overview of the impact of globalization upon fashion markets and fashion marketing. In this context, it is essential to understanding the competitive landscape for this important international industry before examining some of the key themes and contemporary issues that consume time and effort of policy makers, managers, consultants and researchers. The chapter begins by examining meanings of fashion markets and fashion marketing before examining in detail the changing business environment. Globalization is then explored through two key industries that underpin fashion markets – textiles and clothing. Structures and conditions that have caused the phenomenon of globalization are examined before moving on to identify consequences for textiles and clothing, and subsequently fashion markets and fashion marketing.
