Entrepreneurial Marketing

This chapter explores the strategic role of marketing in the success of fashion entrepreneurs and small businesses operating in a competitive, globalised industry. It introduces the principles of entrepreneurial marketing, highlighting how ventures with limited resources can effectively differentiate themselves through targeted, creative and data-driven approaches. Students will gain a comprehensive understanding of the 7Ps marketing mix, market segmentation, targeting and positioning strategies tailored to the fashion context. The chapter also provides practical guidance on developing communication strategies and budgeting techniques, with a focus on digital and integrated marketing communications. Key performance metrics and analytics are discussed to help entrepreneurs measure their impact and refine their approach. By engaging with this chapter, students will be equipped with the foundational tools to build and sustain a distinctive fashion brand in today’s dynamic marketplace.