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
Bay, Stefani: - "Stefani Bay, MA, ITAA, is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art - Chicago. Her interests include the psycho-social/cultural implications of dress and their connection to the formation of consumption patterns. She is currently a freelance writer and speaker, as well as owner and head designer of Stefani B jewelry. Bay previously owned and operated a chain of vertically integrated retail stores that sold her exclusive line of women's wear, and served as Public Relations Director for several upscale restaurant groups, all of which have enabled her to deliver experience-based education to her students. Bay is co-author of The Why of the Buy: Consumer Behavior and Fashion (Fairchild Books, 2008)."
Gill, Penny: - Penny Gill is a writer/editor and President of PWG Communications Inc. marketing communications consultants based in White Plains, New York. Her experience in both trade journalism and public relations/marketing communications encompasses the apparel/accessories, home furnishings, and retailing fields, among other industries. She has contributed to publications including Stores, HFN, Apparel Industry Magazine, and Furniture Today, and has provided PR/marketing communications services to clients in the fashion, healthcare, non-profit, and other fields, including Du Pont Textile Fibers division, Fisher-Price, National Retail Federation, and many others. She holds a BA from Sarah Lawrence College. Gill is co-author of Marketing Fashion: A Global Perspective (Fairchild Books, 2012) and The Why of the Buy: Consumer Behavior and Fashion (Fairchild Books, 2008).
Mink Rath, Patricia: - Patricia Mink Rath, MS, is a consultant in marketing education in Winnetka, Illinois. Her fashion merchandising experience includes work as a retail executive in the fashion departments of specialty and department stores in the Chicago area, Boston, and San Francisco. She has taught college level courses in fashion marketing and merchandising, consumer behavior, retail buying and management, French culture and language for over three decades. Fluent in French, she has led fashion merchandising classes in Paris and Provence. Mink Rath has traveled in Europe, Central America, and Asia and gives illustrated lectures on fashion in both English and French. She is a lifetime member of the Alliance Francaise du North Shore, Association for Career and Technical Education (ACTE) and the Marketing Education Association (MEA). She is co-author of a number of texts and other educational materials for students and teachers. Mink Rath is co-author of Marketing Fashion: A Global Perspective (Fairchild Books, 2012), Essentials of Exporting and Importing: U.S.Trade Policies, Procedures and Practices (Fairchild Books, 2010) and The Why of the Buy: Consumer Behavior and Fashion (Fairchild Books, 2008).
Petrizzi, Richard: - "Richard Petrizzi, MBA, is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art - Chicago. He is a member of the American Society for Training and Development (ASTD), the National Speakers Association (NSA), the International Textile and Apparel Association (ITAA), and Who's Who Among America's Teachers. Petrizzi's experiences as an entrepreneur, contract trainer, and administrator have provided him with a strong foundation for creating a results-driven and learner-centered pedagogical environment. His research interests include topics in communications, negotiations, consumer behavior, professional selling, and emotional intelligence. Petrizzi is co-author of Marketing Fashion: A Global Perspective (Fairchild Books, 2012) and The Why of the Buy: Consumer Behavior and Fashion (Fairchild Books, 2008)."
