Fashion and the Consumer

Fashion and the Consumer

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This text introduces important concepts related to the consumption of fashion and clothing to beginning students. Designed to support teaching and learning, this book looks at the cultural and economic significance of the global fashion industry.

Beginning with an historical overview of fashion consumption, the book then provides an analysis of both rational normative consumer decision-making as well as hedonic and alternative consumption patterns. It concludes with a look at ethical decision-making and social responsibility concerning design, production, and consumption.

Each chapter contain definitions of the key concepts, overviews of the relevant theories, case studies, summary sections, a listing of key terms, questions for discussion, and assignments for class use.

Combining insights and perspectives from a wide range of disciplinary approaches, including fashion, cultural studies, sociology, and business, this book will be of interest to students on a variety of courses studying consumer behavior.

Product Details

ISBN-13: 9781845207984
Publisher: Berg Publishers
Publication date: 10/01/2010
Series: Understanding Fashion
Edition description: New Edition
Pages: 224
Sales rank: 894,877
Product dimensions: 6.70(w) x 9.50(h) x 0.40(d)

About the Author

Jennifer Yurchisin is Assistant Professor at the Department of Consumer, Apparel, and Retail Studies, University of North Carolina at Greensboro.
Kim K. P. Johnson is a Professor in the Retail Merchandising Program at the University of Minnesota.

Table of Contents

List of Illustrations ix

Acknowledgements xi

Introduction xiii

1 What Is Fashion Consumption? 1

Introduction to the Concept of Fashion 1

Scope of Fashion 2

Fashion Acceptance 2

The Fashion Cycle 3

Alternatives to the Typical Fashion Cycle 7

Related Terms 8

The Changing Nature of Fashion 8

Fashion and the Marketplace 12

Introduction to the Concept of Consumption 13

Normative versus Nonnormative Consumption 14

Learning about Consumers 15

Chapter Summary 23

Key Terms 23

Questions for Review and Discussion 24

Notes 24

Suggested Readings 24

Chapter References 25

2 Historical Overview of Apparel Consumption 27

The Evolution of Shopping Arenas 27

Shopping in Ancient Times (3500 to 300 B.C.) 27

Shopping Prior to the Industrial Revolution (300 B.C. to 1700) 30

The Industrial Revolution and the Introduction of the Department Store (1700 to 1900) 32

Shopping in the Twentieth Century (1900 to 1980) 34

Shopping at the End of the Twentieth Century (1980 to 2000) 35

Meeting a Variety of Consumer Wants and Needs in the Twenty-first Century 39

Shopping across Cultures 47

Chapter Summary 52

Key Terms 52

Questions for Review and Discussion 53

Note 53

Suggested Readings 53

Chapter References 54

3 Normative Fashion Consumer Decision Making: Prepurchase to Purchase Steps 57

The Fashion Consumer Decision Process Model 57

Step 1 Problem Recognition for Consumption of Apparel Products 59

Step 2 Information Search for Consumption of Apparel Products 65

Step 3 Alternative Evaluation for Consumption of Apparel Products 68

Step 4 Purchase Decision for Consumption of Apparel Products 69

The Mehrabian-Russell Model 73

Impulse Buying 75

Chapter Summary 79

Key Terms 80

Questions for Review and Discussion 80

Notes 81

Suggested Readings 81

Chapter References 81

4 Factors Influencing Decision Making among Apparel Consumers 85

Fashion Consumption: Demographics 86

Fashion Consumption: Psychographics 96

Fashion Consumption: Cultural Influences 99

Fashion Consumption: Economic Influences 100

Chapter Summary 104

Key Terms 104

Questions for Review and Discussion 105

Suggested Readings 105

Chapter References 105

5 Normative Fashion Consumer Decision Making: Postpurchase Steps 109

Your First Moments Together 109

Step 5 Use, Care, and Storage of Apparel Products 111

Step 6 Postpurchase Evaluation of Apparel Products 118

Step 7 Disposal of Apparel Products 122

Chapter Summary 126

Key Terms 126

Questions for Review and Discussion 126

Suggested Readings 127

Chapter References 127

6 Nonnormative Apparel Consumption: Misbehavior 129

Consumer Misbehavior 129

Consumer Misbehavior versus Consumer Unfairness 130

Types of Consumer Misbehavior 132

What General Factors Motivate Consumer Misbehavior? 132

Consumer Misbehavior: Buying Counterfeits or Pirated Products 134

Consumer Misbehavior: Merchandise Borrowing 139

Consumer Misbehavior: Shoplifting 143

Consumer Misbehavior: Extreme Consumption 147

Chapter Summary 150

Key Terms 150

Questions for Review and Discussion 151

Note 151

Suggested Readings 151

Chapter References 151

7 Social Responsibility Related to Fashion Consumption 155

Environmental Impact of Fashion Consumption 157

Fair Trade Apparel Consumption 159

Cause-related Fashion Consumption 163

Overconsumption 164

Voluntary Simplicity 165

Chapter Summary 167

Key Terms 167

Questions for Review and Discussion 168

Note 168

Suggested Readings 168

Chapter References 169

Index 171

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