Patricia Mink Rath,Stefani Bay,Penny Gill,Richard Petrizzi,LorynnDivita
The Why of the Buy: Consumer Behavior and Fashion Marketing - Bundle Book + Studio Access Card
The Why of the Buy: Consumer Behavior and Fashion Marketing - Bundle Book + Studio Access Card
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The customer is the key to the fashion industry, and this third edition introduces core concepts of consumer behavior through a fashion perspective. It covers updates in technology and social media, the pandemic, diversity, sustainability, and ethical practices, and includes student activities, mini-projects, and "Just-in-Case" case studies.
Format: Mixed media product
Publication date: 18 May 2023
Publisher: Bloomsbury Publishing PLC
The fashion industry is constantly evolving, driven by new technologies, styles, and trendsetters. However, one aspect remains unwavering: the customer holds the key to success. In a highly competitive market, fashion brands face the challenge of reaching elusive customers and fostering loyalty. This third edition of the text, extensively revised and updated, introduces core concepts of consumer behavior through a unique fashion perspective. It is an ideal resource for fashion merchandising and marketing courses, providing a clear and concise explanation of the motivation behind consumer choice and purchase.
The text will delve into the latest updates in technology and social media, which have reshaped the fashion market. It will also address the impact of the pandemic, diversity, sustainability, and ethical practices on the industry. To enhance student learning, the text includes self-assessment quizzes, flashcards, an instructor's guide, a test bank, and PowerPoint slides for each chapter.
The book aims to provide a comprehensive understanding of consumer behavior in the fashion context. It explores the factors that influence consumer choices, such as personal preferences, cultural influences, and social media. It also discusses the importance of brand image, marketing strategies, and customer service in building loyalty and retaining customers.
By incorporating a fashion perspective, the text offers a fresh and engaging approach to studying consumer behavior. It helps students connect the theoretical concepts with real-world examples and applications, making it relevant and applicable to the fashion industry. Whether you are a fashion student, professional, or simply interested in understanding consumer behavior, this text is a valuable resource for gaining a deeper understanding of the why behind the buy.
Weight: 1178g
Dimension: 216 x 285 x 20 (mm)
ISBN-13: 9781501382284
Edition number: 3 ed
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