In Stock
The why of the buy
Multiple-item retail product
€152.25
Collect 456 Reward Points
- Free Delivery from
- This Book Is Available Online Only
- 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: - 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
- About The Author
- Patricia Mink Rath, MS, is a consultant in marketing education in Winnetka, Illinois. 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. Fluent in French, she has led fashion merchandising classes in Paris and Provence. Mink Rath has traveled in Europe, Central America, and Asia and gives illustrated lectures on fashion in both English and French. She is a lifetime member of the Alliance Francaise du North Shore, Association for Career and Technical Education (ACTE) and the Marketing Education Association (MEA). She is co-author of a number of texts and other educational materials for students and teachers. Mink Rath is co-author of Marketing Fashion: A Global Perspective (Fairchild Books, 2012), Essentials of Exporting and Importing: U.S.Trade Policies, Procedures and Practices (Fairchild Books, 2010) and The Why of the Buy: Consumer Behavior and Fashion (Fairchild Books, 2008).
- Product Details
-
- ISBN
- 9781501382284
- Format
- Multiple-item retail product
- Publisher
- Fairchild Books, (18 May 2023)
- Weight
- 1187 grams
- Language
- English
- Dimensions
- 280 x 214 x 18 mm
- Categories: