Description

Book Synopsis

Even as the fashion industry changes rapidly with new technologies, styles and trendsetters, one thing remains constant: the customer is key. But with more competition than ever before, how do fashion brands reach elusive customers and even more crucially, establish loyalty? This thoroughly updated third edition introduces core concepts of consumer behavior through a unique fashion perspective. Ideal for fashion merchandising and marketing courses, this text explains the motivation behind consumer choice and purchase written in a clear manner with industry examples. This text will cover updates in technology and social media, which have changed the landscape of the fashion market. Discussion of the pandemic, diversity, sustainability, and ethical practices are also included. Student activities, mini-projects, and brand new Just-in-Case case studies promote application of the text concepts for a complete understanding of The Why of the Buy.

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The Why of the Buy

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    By Lorynn Divita

    £95.00

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    RRP £100.00 – you save £5.00 (5%)

    Order before 4pm today for delivery by Sat 5 Sep 2026.

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      Book details

      Publisher Bloomsbury
      Imprint Bloomsbury Publishing PLC
      Published 1/18/2023
      ISBN-13 9781501382284
      978-1501382284
      ISBN-10 1501382284
      Also in:
      Business, Finance & Law Apparel, garment and textile industries

      Description

      Book Synopsis

      Even as the fashion industry changes rapidly with new technologies, styles and trendsetters, one thing remains constant: the customer is key. But with more competition than ever before, how do fashion brands reach elusive customers and even more crucially, establish loyalty? This thoroughly updated third edition introduces core concepts of consumer behavior through a unique fashion perspective. Ideal for fashion merchandising and marketing courses, this text explains the motivation behind consumer choice and purchase written in a clear manner with industry examples. This text will cover updates in technology and social media, which have changed the landscape of the fashion market. Discussion of the pandemic, diversity, sustainability, and ethical practices are also included. Student activities, mini-projects, and brand new Just-in-Case case studies promote application of the text concepts for a complete understanding of The Why of the Buy.

      STUDIO Features Include:

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