The Why of the Buy Consumer Behavior and Fashion Marketing

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 What Do I Need to Know About …? feature lists the objectives of each chapter, providing a roadmap for study
- 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
- New discussion of Omnichannel retailing in Ch. 13

Patricia Mink Rath is a consultant in marketing education in Illinois, USA. 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. Mink Rath is also co-author of Marketing Fashion: A Global Perspective (Fairchild Books, 2012), and Essentials of Exporting and Importing: U.S.Trade Policies, Procedures and Practices (Fairchild Books, 2010).

Stefani Bay is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art - Chicago, USA. 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.

Richard Petrizzi is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art - Chicago, USA. 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. Petrizzi is also co-author of Marketing Fashion: A Global Perspective (Fairchild Books, 2012).

Penny Gill is a writer/editor and President of PWG Communications Inc. marketing communications consultants based in White Plains, New York, USA. 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. Gill is also co-author of Marketing Fashion: A Global Perspective (Fairchild Books, 2012).

Preface
Acknowledgments
Introduction
Part One 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 Two 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 Three 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 Four How Fashion Marketers Communicate and Consumers Decide
Chapter 10 How Marketers Obtain and Use Consumer Information
Chapter 11 Social Media and the Fashion Consumer (New chapter)
Chapter 12 Decision Making
Chapter 13 How Fashion Consumers Buy
Chapter 14 Global Consumers of Fashion and Design
Part Five Fashion Consumers and Responsible Citizenship
Chapter 15 Ethics and Social Responsibility
Chapter 16 The Role of Government
Glossary
Credits
Index