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Sneakers as a Symbol of Manhood: Wearing Masculinity on Their Feet

Yuniya Kawamura

Source: Sneakers. Fashion, Gender, and Subculture, 2018, Berg Fashion Library

Book chapter

There is a consensus among dress and fashion scholars that human footwear was not always gendered, but there are different accounts as to when footwear became gender-specific. The distinction between ladies’ shoemakers and men’s shoemakers in the eighteenth century clearly indicates that footwear was gendered.

What Is Visual Merchandising?

Judy Bell and Kate Ternus

Source: Silent Selling. Best Practices and Effective Strategies in Visual Merchandising, 5th Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

Visual merchandising, once called display, has evolved from its origins as a store’s decorative arts department to its current status as a sales-supportive entity that impacts store design, store signage, departmental merchandise placement and display, store atmospherics, and store brand image. Where once the display department was charged with “making pretty,” the visual merchandising department is now challenged with “making sales.” In a large corporate retail operation, it is generally part of

Grocery and Food Service Stores

Judy Bell and Kate Ternus

Source: Silent Selling. Best Practices and Effective Strategies in Visual Merchandising, 5th Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

Just as fashion has touched every item in the home, from trend-colored vegetable brushes to Zen-style bamboo place mats, fashion has reached out to food. Minneapolis-based Byerly’s said it best with its “You Are What You Eat” special event, which launched the opening of its Maple Grove, Minnesota, store. Byerly’s unusual promotional show featured fashion models dressed in outfits fabricated or trimmed in food products such as cinnamon sticks, chocolate pieces, and Coca-Cola cans. See Figure 10.1

Conducting Research on Dress

Sharron J. Lennon, Kim P. Johnson and Nancy A. Rudd

Source: Social Psychology of Dress, 2017, Fairchild Books Library

Book chapter + STUDIO

Dressing the body is an important phenomenon to study. So how do we learn about this behavior? We all dress our bodies, so we all know something about the process from our first-hand experiences. However, when approaching any topic in a scholarly manner, it is important to gather facts, determine relationships, and offer explanations via an active, thorough, and systematic process. The name of such a process is called research. Conducting research involves the formulation of questions, the gather

Capital of Luxury and Fashion

Valerie Steele

Source: Paris Fashion. A Cultural History, 3rd Edition, 2017, Berg Fashion Library

Book chapter

Je suis un grand artist, j’ai la couleur de Delacroix, et je compose. Une toilette vaut un tableau.

Why Is Consumer Behavior Important to the Fields of Fashion and Design?

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

Did you know that there is a group of young African men from the Republic of the Congo, known as Sapeurs, or members of the Société des Ambianceurs et des Personnes élégantes (Society of Tastemakers and Elegant People), who, although chronically unemployed and living in the worst poverty, devote themselves to purchasing and wearing expensive clothing, made in the design houses of Paris, London, and Milan? To possess these precious pieces, Sapeurs do whatever it takes to make enough money to buy a

Consumer Behavior, Marketing, and Fashion: A Working Relationship

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

As you learned in the first chapter, marketing is much more than just promoting a business, a product, or a service. Marketing includes a range of activities that span from the time a product or service is simply an idea, through its evaluation, purchase, use, and disposal by the customer. Businesses, and the marketers they employ, must integrate activities such as sales promotion, social media strategy, and community involvement (see Figure 1.3 in Chapter 1 for a more comprehensive list) to incr

How Fashion Consumers Perceive, Learn, and Remember

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

As noted earlier, we receive stimuli through our five senses: vision, touch, smell, hearing, and taste. Let's consider each and the role each plays in the world of fashion and design.

Attitude and the Fashion Consumer

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

Over the years, JCPenney customers had built a positive attitude toward the company, but with the arrival of new merchandising and pricing policies, that attitude clearly changed. But what does the term “attitude” really mean? An attitude is our settled opinion—either positive or negative—about people, places, ideas, or objects. By “settled opinion,” we mean that attitudes are formed after some thought, they are learned, and they occur within given circumstances. Fo

Age, Family, and Life Cycle Influences

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

It seems that every few months we hear about a new group of buyers with unique preferences and habits, along with new theories regarding the attitudes and motivations that lie behind those consumers' purchasing decisions. These groups are often identified by age— and by extension, by their current stage of life and family situation. You're surely familiar with many of these segments— designated by names like Millennials, GenXers, Boomers, and Tweens. What makes these segments important to the stu

Social Influences on Fashion Consumers

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

Question: What do friends, strangers, our family, a new movie, a post on Instagram, celebrities, a store display window, and any kind of media all have in common?

Demographics, Psychographics, and the Fashion Consumer

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

What does all this mean to marketers such as Home Depot, Gap, and Nike? Clearly, only a small fraction of the world's population are potential customers for goods offered by these international retailers; marketers, therefore, have to determine whom they can best serve in order to earn a profit. To locate their best customers, then, businesses segment markets (discussed in greater detail in Chapter 1). Among the oldest and most efficient methods of market segmentation is according to demographics

How Marketers Obtain and Use Consumer Information

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

Having studied the preceding chapters, you understand how complex consumer behavior is—and why marketers work hard to decipher those complexities so that they can best meet the needs and wants of their target customers. But how do they do that? In large part, they do it by collecting information from and about consumers through research.

Social Media and the Fashion Consumer

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

The term social media encompasses a broad swath of Internet communications, and those communications channels are in an almost constant state of flux and evolution. But in essence, we can define social media as the collection of online spaces and tools that allow individuals and groups to generate content and engage in interactive, peer-to-peer conversations and content exchange. Just as traditional media span a variety of types and categories (see Chapter 10), the same is true of social media, w

Consumer Decision Making

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

You'll remember from Chapter 4 that consumers are motivated to make a purchase after they recognize some type of need. We don't have what we'd like or need to have, so we make the decision to buy. Decisions are required because we have options. If we didn't have options (and ones that might lead to favorable results), we'd probably live very simplified lives. Imagine having just one possible shirt or a single pair of shoes available for you to buy when you needed them. Shopping would be very quic

How Fashion Consumers Buy

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

Where and how people buy products is as much a part of consumer behavior as what they buy and why, especially with the wealth of shopping options made possible by today's technology. No longer are consumers willing to settle for the selection of goods they can find at the local mall—and retailers know it. In 2013, the National Retail Federation's NRF Foundation released a report, entitled “Retail Insight: Spotlight on Modern Retail,” to highlight the transformational shift taking place this decad

Global Consumers of Fashion and Design

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

Source: The Why Of The Buy. Consumer Behavior and Fashion Marketing, 2nd Edition, 2015, Fairchild Books Library

Book chapter

To be successful, marketers need to understand how people differ from place to place, especially in today's interconnected world. In the United States alone, people of different nationalities, religions, locations, political parties, and social classes have beliefs and customs that are unique. Can they all want the same products among the dizzying array of goods available? (see Figure 14.1.)

Fashion, Costume and Narrative Tropes in TV Drama

Helen Warner

Source: Fashion on Television. Identity and Celebrity Culture, 2014, Berg Fashion Library

Book chapter

The use of fashion in Sex and the City and Ugly Betty is bound up with notions of performativity and ‘excess’. Ugly Betty relies upon an ‘excessive’, ‘camp’ aesthetic which foregrounds its own construction and in so doing adopts an ambiguous attitude towards the notion of the ‘authentic’ self—at times entirely rejecting it in favour of an ‘image-based’ identity. This image-based identity is presented as potentially subversive and resistive, challenging the assumption that the so-called postmodern

The Branding Process, Phase Two: Communicating, Launching, and Evaluating the Brand

Kaled K. Hameide

Source: Fashion Branding. Unraveled, 2011, Fairchild Books Library

Book chapter

Communication channels play one or more of the following roles in the life of any brand:

Luxury Fashion Brands

Kaled K. Hameide

Source: Fashion Branding. Unraveled, 2011, Fairchild Books Library

Book chapter

The term LUXURY is actually a relative one. What may be luxury to one person or one culture may not be so to another, and what used to be luxury in the past may not be so in the future— in fact, it may even be considered standard. Nevertheless, we all seem to share some common understanding of what luxury ought to be. Just mention the word “luxury” and a mental image is automatically triggered. A few descriptions pop into most people’s minds, such as expensive, creative, trendy, exclusive, high q

Mass-Market Fashion Brands

Kaled K. Hameide

Source: Fashion Branding. Unraveled, 2011, Fairchild Books Library

Book chapter

MASS-MARKET brands are ones that are mass produced. They range in price from low-priced budget brands to high-priced premium brands with mid-priced consumer brands in between. Mass-market fashion brands are generally fashion followers and not trendsetters. They may suffer from sameness, indistinguishable differences, or lack of creativity compared to luxury brands; thus, they are rarely positioned on creativity but on values derived from price, and convenience. Accordingly, these brands’ values u

Retail Brands

Kaled K. Hameide

Source: Fashion Branding. Unraveled, 2011, Fairchild Books Library

Book chapter

In spite of the common grounds among them, there are a few important differences between a product and a service that should impact the branding decisions and process:

Television

Patricia A. Cunningham

Source: Berg Encyclopedia of World Dress and Fashion. The United States and Canada, 2010, Berg Fashion Library

Encyclopedia entry

In 1948, when Wayne Cox of the Federal Communications Commission (FCC) pronounced that television is here to stay, he could not have predicted the real impact this new force unleashed. Writing in 1964, Marshall McLuhan had a better grasp of the situation, claiming that television had potential to transform the world into a “global village.” Television is a powerful tool that gains its power through its ability to express ideas through sight and sound. Fashion and television began a symbiotic rela

Polish Urban Dress in Transition from Socialism to Post-Socialism

Bogna Dowgiałło and Agnieszka Burska

Source: Berg Encyclopedia of World Dress and Fashion. East Europe, Russia, and the Caucasus, 2010, Berg Fashion Library

Encyclopedia entry

Material poverty and dramatically changed social structures influenced most Polish dress in the immediate postwar period. Because ethnic minorities had been either deported or exterminated and because both the Nazis and the Soviets had taken steps to eliminate the prewar elite, Polish society had become nearly homogenous.

Department Store

Bronwen Edwards

Source: The Berg Companion to Fashion, 2010, Berg Fashion Library

Encyclopedia entry

An important innovation of department stores was their wide variety of merchandise, breaching the boundaries of previously largely trade-specific shop-keeping. Many of the early department stores actually developed from smaller existing shops, most commonly drapers. They grew department by department, taking over neighboring properties to house the expanding businesses, until it was necessary to provide a new building or reface the existing ones to provide coherence. Department store pioneer Will

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