Even as the fashion industry changes rapidly with new technologies, styles and trendsetters, one thing remains constant: the customer is key. But with more competition than ever before, how do fashion brands reach elusive customers and even more crucially, establish loyalty? This thoroughly updated third edition introduces core concepts of consumer behavior through a unique fashion perspective. Ideal for fashion merchandising and marketing courses, this text explains the motivation behind consumer choice and purchase written in a clear manner with industry examples. This text will cover updates in technology and social media, which have changed the landscape of the fashion market. Discussion of the pandemic, diversity, sustainability, and ethical practices are also included. Student activities, mini-projects, and brand new "Just-in-Case" case studies promote application of the text concepts for a complete understanding of The Why of the Buy. STUDIO Features Include:- Self-assessment quizzes to test yourself on what you have just read- Flashcards of key terms and concepts covered in the book Instructor Resources- Instructor's Guide to help incorporate the text into your classroom-The Test Bank includes sample test questions for each chapter- PowerPoint Slides for every chapter

The Why of the Buy: Consumer Behavior and Fashion Marketing - Bundle Book + Studio Access Card

Arts & Photography

Divita, Lorynn

Mink Rath, Patricia

Bay, Stefani

Gill, Penny

Petrizzi, Richard

Graphic Design

Fairchild Books

International business, especially export–import trade, is no longer an option, but a necessity in today's global apparel industry. Essentials of Exporting and Importing provides merchandising, marketing, and business students with a basic, practical guide to importing and exporting products, services, or technology while maintaining compliance with government policies. Calling upon the knowledge and expertise of industry professionals and government officials, the authors focus on the policies, procedures, and practices essential for success in the dynamic and expanding field of international trade.

Essentials of Exporting and Importing: US Trade Policies, Procedures and Practices

Business & Money

Shoemack, Harvey

Industries

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, Marketing Fashion explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.

Marketing Fashion: A Global Perspective

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

The Why of the Buy: Consumer Behavior and Fashion Marketing

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