Divita, Lorynn
The why of the buy consumer behavior and fashion marketing
Buch

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:
- Self-assessment quizzes to test yourself on what you have just read
- Flashcards of key terms and concepts covered in the book

Instructor Resources
- Instructor's Guide to help incorporate the text into your classroom
-The Test Bank includes sample test questions for each chapter
- PowerPoint Slides for every chapter


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Medium erhältlich in:
1 Bibliothek der BSP Berlin, Berlin


Personen: Divita, Lorynn Rath, Patricia Mink Bay, Stefani Petrizzi, Richard Gill, Penny

Standort: BSP Drontheimer

Schlagwörter: Verbraucher Mode Kaufverhalten

Divita, Lorynn [Verfasser]:
The why of the buy : consumer behavior and fashion marketing / Lorynn Divita (Baylor University), Patricia Mink Rath (International Academy of Design and Technology, Chicago), Stefani Bay (The Illinois Institute of Art, Chicago), Richard Patrizzi (The Illinois Institute of Art, Chicago), Penny Gill (PWG Communications Inc., White Plains, NY). - Third edition. - New York : Fairchild Books, 2023. - XV, 302 Seiten : Illustrationen, graphische Darstellungen. - Literatur- und URL-Angaben
ISBN 978-1-5013-8228-4 kartoniert : EUR 149,20

Zugangsnummer: 00010913 - Barcode: 2-9394144-8-00019567-6
Hauswirtschaft und privater Verbrauch - Signatur: QW 300 D618 (3) - Buch