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Full Description
Even as the fashion industry changes rapidly with new technologies, styles and trendsetters, one thing remains constant: the customer is key. But with more competition than ever before, how do fashion brands reach elusive customers and even more crucially, establish loyalty? This thoroughly updated third edition introduces core concepts of consumer behavior through a unique fashion perspective. Ideal for fashion merchandising and marketing courses, this text explains the motivation behind consumer choice and purchase written in a clear manner with industry examples. This text will cover updates in technology and social media, which have changed the landscape of the fashion market. Discussion of the pandemic, diversity, sustainability, and ethical practices are also included. Student activities, mini-projects, and brand new "Just-in-Case" case studies promote application of the text concepts for a complete understanding of The Why of the Buy.
STUDIO Features Include:
- Self-assessment quizzes to test yourself on what you have just read
- Flashcards of key terms and concepts covered in the book
Instructor Resources
- Instructor's Guide to help incorporate the text into your classroom
-The Test Bank includes sample test questions for each chapter
- PowerPoint Slides for every chapter
Contents
Preface
Acknowledgments
Introduction
Part I: We Are All Consumers
Chapter 1 Why Is Consumer Behavior Important to the Fields of Fashion and Design?
Chapter 2 Consumer Behavior, Marketing, and Fashion: A Working Relationship
Part II: Internal Factors Influence Fashion Consumers
Chapter 3 How Fashion Consumers Perceive, Learn, and Remember
Chapter 4 Motivation and the Fashion Consumer
Chapter 5 Attitude and the Fashion Consumer
Chapter 6 Personality and the Fashion Consumer
Part III: External Factors Influence Fashion Consumers
Chapter 7 Age, Family, and Life Cycle Influences
Chapter 8 Social Influences on Fashion Consumers
Chapter 9 Demographics, Psychographics, and the Fashion Consumer
Part IV: How Fashion Marketers Communicate and Consumers Decide
Chapter 10 How Marketers Obtain and Use Consumer Information
Chapter 11 Social Media and the Fashion Consumer
Chapter 12 Consumer Decision Making
Chapter 13 How Fashion Consumers Buy
Chapter 14 Global Consumers of Fashion and Design
Part V: Fashion Consumers and Responsible Citizenship
Chapter 15 How Ethics and Social Responsibility Impact Consumer Behavior
Chapter 16 The Role of Government for Fashion Consumers
Glossary
Credits
Index
