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How do consumers decide what to buy for their wardrobes and their
homes? What drives them to choose one brand over another? This
current textbook tells all about how consumer behavior theory and
practice is applied in the fashion industry. The second edition of
Why of the Buy: Consumer Behavior and Fashion Marketing updates its
presentation of how psychology, sociology, and culture influences
consumers' fashion purchase decisions-and ultimately impacts the
success of global fashion enterprises. The unifying element of this
text is its presentation of current knowledge of consumer behavior
applied to the fields of fashion and design in an enthusiastic and
relevant way that will attract and engage students. New to this
Edition ~ New Chapter 11, Social Media and the Fashion Consumer,
explores how the relationship between marketers, retailers, and
consumers is aided by social media and the internet ~ Added
discussion of Omnichannel retailing in Chapter 13 ~ Expanded and
updated coverage of technology, ethics, and social responsibility ~
What Do I Need to Know About ...? list the objectives of each
chapter and provide a roadmap for study ~ More than 20% new photos
all in full color Chapter Features ~ Let's Talk features throughout
each chapter encourage students to relate the topic to their
experiences and observations ~ Case in Point and Point of View box
features in each chapter offer real life case studies or current
viewpoints on relevant consumer behavior and marketing topics ~
Chapter mini-projects offer an opportunity to apply chapter
concepts to realistic fashion settings ~ Summaries, Key Terms,
Questions for Review and Activities
While rooted in traditional marketing principles, successful
fashion marketing presents a unique set of opportunities and
challenges. Marketing Fashion: A Global Perspective is the first
text to engagingly present marketing theories and practices as they
specifically relate to apparel, home goods, and other design-driven
products. Using a variety of contemporary examples, the text
details how fashion marketers develop and apply marketing
strategies that meet consumer needs at a profit. Topics covered
include: consumer and organizational buying behavior, market
research, market segmentation, product planning and positioning,
pricing, retailer relationships, and additional classic marketing
theories and practices as they relate to design. In addition,
Fashion Marketing explores in depth contemporary issues such as
technology, social responsibility and ethics, sustainability, and
globalization, and considers effective strategies for various
economic climates.
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