In the study, "Allure of Style: The Impact of Contemporary Fashion Marketing on Consumer Behaviour," we explore the influential role of modern marketing strategies within the fashion industry and their impact on consumer decision-making processes. Drawing upon empirical data, case studies, and theoretical analyses, we dive deep into prevalent trends such as market segmentation, digital marketing, influencer endorsement, fast fashion dynamics, and sustainability. We further analyze their psychological underpinnings and consequent behavior modifications in consumers. This paper not only illuminates the significant power of fashion marketing tactics but also emphasizes their multi-layered societal implications, ultimately contributing to broader conversations about consumer culture, ethical consumption, and sustainable practices in fashion marketing.

Sustainability has become a vital concern for both consumers and businesses in the ever-changing world of fashion. This research explores how artificial intelligence (AI) technology is being used to promote sustainable fashion and develop creative strategies for successful promotions. We evaluate the possibilities for AI-powered marketing tactics to raise customer engagement, cut down on waste, and maximise resource usage in the sector. Through a comprehensive analysis of case studies and the latest research, we offer a forward-looking perspective on the transforming landscape of fashion marketing and its growing emphasis on sustainability. Our findings detail novel approaches, opportunities, and considerations to build intelligent, eco-friendly campaigns in a time of rapid technological and environmental change.

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