Why of the Buy

Consumer behavior affects the fashion industry-in design, production, merchandising and promotion at all levels-as much as it affects retailing. The Second Edition of Why of the Buy: Consumer Behavior and Fashion Marketing continues to address how psychology, sociology, and culture all influence the how, what, when, where, and why of the buy. 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 - Expanded and updated coverage of technology, ethics, and social responsibility related to consumer behavior - Chapter mini-projects offer an opportunity to apply chapter concepts to a realistic fashion setting - Newly updated Case in Point and Point of View sidebars spotlight current examples of consumer behavior or consumer-driven marketing concepts in real-life situations - More than 20% new photographs in full color