The Why of the Buy: Consumer Behavior and Fashion Marketing

by Patricia Mink Rath, Stefani Bay, Penny Gill, Richard Petrizzi

Overview

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

Product Details

ISBN-13:	9781609018986
Publisher:	Bloomsbury Academic
Publication date:	10/27/2014
Edition description:	New Edition
Pages:	480
Product dimensions:	7.90(w) x 9.90(h) x 1.10(d)

About the Author

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).

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).

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).

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).

Table of Contents

Preface
Acknowledgments
Introduction
Part I: We Are All Consumers
Chapter 1 Why Is Consumer Behavior Important to the Fields of Fashion and Design?
Chapter 2 Consumer Behavior, Marketing, and Fashion: A Working Relationship
Part II: Internal Factors Influence Fashion Consumers
Chapter 3 How Fashion Consumers Perceive, Learn, and Remember
Chapter 4 Motivation and the Fashion Consumer
Chapter 5 Attitude and the Fashion Consumer
Chapter 6 Personality and the Fashion Consumer
Part III: External Factors Influence Fashion Consumers
Chapter 7 Age, Family, and Life Cycle Influences
Chapter 8 Social Influences on Fashion Consumers
Chapter 9 Demographics, Psychographics, and the Fashion Consumer
Part IV: How Fashion Marketers Communicate and Consumers Decide
Chapter 10 How Marketers Obtain and Use Consumer Information
Chapter 11 Social Media and the Fashion Consumer
Chapter 12 Consumer Decision Making
Chapter 13 How Fashion Consumers Buy
Chapter 14 Global Consumers of Fashion and Design
Part V: Fashion Consumers and Responsible Citizenship
Chapter 15 How Ethics and Social Responsibility Impact Consumer Behavior
Chapter 16 The Role of Government for Fashion Consumers
Glossary
Credits
Index

Editorial Reviews

“. . . if you LOVE fashion, you want a fashion focus which is the strength of Fairchild. If you require a Fairchild book you know you have a fashion focus.”” —Deborah Fowler, Texas Tech, USA

“The Why of the Buy is the only text that focuses primarily on the fashion consumer in depth.” —Wanda Dooley, Wood Tobe-Coburn, USA

“The book covers consumer behavior theory specifically in the context of the fashion industry.” —Patricia Warrington, Texas Christian University, USA

From the Publisher