Chanel, Prada, and Kenzo are just some names that are synonymous with fashion. However, UWinnipeg’s Dr. Satyendra Singh has recently published a scholarly book on another world of fashion. Dr. Singh’s new book looks at ethnic fashion that celebrates diversity and inclusion.
His book, Cross-Cultural Fashion Marketing, stems from many years of observation and travel in Asia and Africa, and the belief that ethnic fashion has not only aesthetic value but also contributes to diversity and inclusivity.
This book thoughtfully explores the multifaceted world of ethnic fashion marketing.
Dr. Paurav Shukla
“Ethnic fashion has the power to bring people, culture, and their identity together, contributing further to harmony in society,” shared Dr. Singh. “It brings cultural fashion elements to the forefront of mainstream conversation, showing how color, symbol/pattern, fabric, and design interact differently across cultures to make a powerful, aesthetic, communicative, and traditional visual statement.”
Through a cross-cultural lens, the book explores unique insights into the new proposed positioning and marketing of plus size, modest, headgear, and beachwear fashion.
Dr. Singh argues within a global context that ethnic fashion in a cross-cultural setting has socially embedded shapes and symbols that highlight identity, convey meaning, and form narratives for nonverbal communication.
“This book thoughtfully explores the multifaceted world of ethnic fashion marketing,” endorsed Dr. Paurav Shukla, Professor of Marketing, University of Southampton, United Kingdom. “It offers valuable insights into the intersections of culture and inclusivity within the ever-evolving fashion landscape. A timely and important read for anyone interested in the past, present and future of ethnic fashion.”
His previous book, Luxury and Fashion Marketing: The Global Perspective, examines the elements of luxury marketing that contribute to superior luxury brand performance.
The Social Sciences and Humanities Research Council (SSHRC) Explore Grant supported the research for Cross-Cultural Fashion Marketing.
Dr. Singh has been teaching marketing and international business courses at UWinnipeg for over 20 years. This publication builds on his extensive research into market orientation and business performance in emerging markets, which is his specialized field of study. If you have any questions, please contact him at s.singh@uwinnipeg.ca.
