The Case for Morals in Fashion Marketing Education: From 4Ps to 4Ds

Abstrak / Ringkasan

education, specifically in fashion marketing education, which is rooted in exploitative capitalist, colonial foundations and creates mindless consumerism as part of the fashion
system. Drawing on theoretical foundations including Marxism, Bronfenbrenner, and education through the lens of socialism and communism, this chapter exposes the historical and systemic inequalities driven by Western fashion marketing education.
The limitations and political origins of global frameworks such as the UN’s Sustainable Development Goals (SDGs) and Principles for Responsible Management Education are also interrogated, revealing their implicit neo-colonial agendas.
Neil Borden, together with Jerome McCarthy, is credited with inventing the marketing mix and the 4Ps, which are still commonly taught in higher education institutions.
Arguing that the widely taught 4Ps of the marketing mix (product, price, place, and promotion) reinforce consumerism and unsustainable practices, this chapter postulates
that change can be achieved through a different approach to fashion business education. This chapter introduces a revised framework – the 4Ds of the new marketing mix: design, desire, diversity, and digitalization. This new marketing mix aims to
embed ethics, inclusivity, and decolonial perspectives into fashion business curricula.
This chapter demonstrates how the 4Ds offer a more ethical, globally adaptable, and socially responsible model for teaching fashion marketing. It proposes that genuine
transformation in fashion marketing education requires not only updated frameworks but also a critical reassessment of inherited knowledge systems, enabling academics
and students to become conscientious professionals who prioritize pathways toward a decolonized, inclusive, and morally grounded fashion industry.

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