Description

How do consumers make a decision what to shop for for their wardrobes and their homes? What drives them to make a choice 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 in the end 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 a good way to 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 up to date coverage of technology, ethics, and social responsibility
~ What Do I Want to Know About …? list the objectives of each and every chapter and provide a roadmap for study
~ More than 20% new photos all in full color

Chapter Features
~ Let’s Talk features right through each and every chapter encourage students to relate the topic to their experiences and observations
~ Case in Point and Point of View box features in each and every chapter offer real life case studies or current viewpoints on relevant consumer behavior and marketing topics
~ Chapter mini-projects offer a possibility to apply chapter concepts to realistic fashion settings
~ Summaries, Key Terms, Questions for Review and Activities

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