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Consumer Behavior and Fashion Marketing
Published: OCT 23, 2014
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
~ 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
U.S. Trade Policies, Procedures, and Practices
Published: AUG 14, 2014
Essentials of Exporting and Importing provides the merchandising, marketing, or business student a practical, basic guide for importing and exporting products, services, or technology in a global economy. This fashion industry focused text will help readers learn what is necessary to carefully and thoroughly analyze a company's internal and external resources in order to grown and generate profits in a global marketplace. Fully updated with information on recent changes in U.S. export-import trade policies and procedures, current trade trends, and key trade relationships, this edition discusses how to identify and enter emerging markets and covers how global trade issues-such as cultural political, and economic climates-affect the textile and apparel industry.
New to this Edition:
~New chapter opening vignettes provide real life examples from the fashion industry
~Brief case studies of companies and entrepreneurs highlight chapter content in practice. Examples include: "Hall & Madden: Providing Customers with Bespoke Shirts at Department Store Prices" (Ch 2), "Basics of Exporting: Health and Beauty Aids for Africa" (Ch 4), and "Patagonia's Support of Growth and Sustainability" (Ch 9)
~New Chapter 10 provides four longer case studies relevant to exporting and importing
A Global Perspective
Published: MAY 24, 2012
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, Fashion Marketing explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.