Why of the Buy Consumer Behavior and Fashion Marketing

ISBN-10: 1609018982
ISBN-13: 9781609018986
Edition: 2nd 2014
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Description: Consumer behavior affects all aspects of the fashion industry, design, production, and merchandising and promotion at all levels, as much as it affects retailing. The Second Edition of Why of the Buy: Consumer Behavior and Fashion Marketing  More...

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Book details

Edition: 2nd
Copyright year: 2014
Publisher: Bloomsbury Academic
Publication date: 10/27/2014
Binding: Paperback
Pages: 480
Size: 8.00" wide x 10.00" long x 1.25" tall
Weight: 3.498
Language: English

Consumer behavior affects all aspects of the fashion industry, design, production, and merchandising and promotion at all levels, as much as it affects retailing. The Second Edition of Why of the Buy: Consumer Behavior and Fashion Marketing continues to address how psychology, sociology, and culture all influence the how, what, when, where, and why of the buy. 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, especially with the new chapter on social media and its role in consumer behavior. Chapter opening vignettes place the chapter topics in real world settings that students can relate to, and as these stories are revisited throught the chapter, students can see how theory derives from actual consumer behavior. Longer cases at the end of each unit cover all of the chapter topics within the unit, providing further examples of the relevance of the text to their own behavior as consumers and as future professionals in the fashion industry.

Patricia M. Rath, International Academy of Design and Technology, Chicago. Stefani Bay Illinois Institute of Art, Chicago. Richard Petrizzi Illinois Institute of Art, Chicago. Penny Gill Writer/Journalist.

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