The Why of the Buy: Consumer Behavior and Fashion Marketing, 2nd Edition
By Patricia Mink Rath, Stefani Bay, Richard Petrizzi and Penny Gill
By Patricia Mink Rath, Stefani Bay, Richard Petrizzi and Penny Gill
Contents
Preface xiii
Acknowledgments xvii
Introduction xviii
Acknowledgments xvii
Introduction xviii
PART I
We Are All Consumers 2
Chapter 1 Why Is Consumer
Behavior Important to the Fields
of Fashion and Design? 5
Fashion and Design Purchases Are Unique 7
How Marketing Influences the Purchase
of Designed Goods 8
Case in Point 1.1:
Moen Transforms Faucets into Jewelry 9
Coordinating Fashion Marketing Efforts 11
Recent Approaches to Marketing 12
Point of View 1.1:
Putting the “Buzz” into Marketing 14
Case in Point 1.2:
Guerilla Marketing: Battling
for Consumers’ Attention 18
Case in Point 1.3:
Why Don’t Millennials Shop More Online? 20
Point of View 1.2:
What Does “Luxury” Really Mean? 22
Case in Point 1.4:
Tweeting Up a Firestorm 24
Point of View 1.3:
“Newism” Accelerates Innovation 26
Summary 29
Key Terms 30
Questions for Review 30
Activities 31
Mini-Projects 31
References 32
Additional Resources 32
Chapter 2 Consumer Behavior,
Marketing, and Fashion:
A Working Relationship 34
Understanding the Marketplace 34
Value versus Cost 35
Buyer Requirements 36
Case in Point 2.1:
Personalizing Online Shopping 39
Staying on Track 40
Approaching the Marketplace 42
Case in Point 2.2:
Fashion Designers Sway Consumers
with More than Just Apparel 43
Point of View 2.1:
Modernizing the Marketing Mix? 50
Summary 52
Key Terms 52
Questions for Review 53
Activities 53
Mini-Project 54
References 54
Additional Resources 55
PART II
Internal Factors Influence
Fashion Consumers 56
Chapter 3 How Fashion Consumers
Perceive, Learn, and Remember 59
How Stimuli Influence Our Five Senses 60
Point of View 3.1:
Can You Tell What Smells Good? 63
How We Perceive 64
Case in Point 3.1:
Virtual Seeing, Hearing, and Tasting
by Aiming Ultrasound at the Brain 66
How We Pay Attention 67
How We Process 69
How We Learn 70
Point of View 3.2:
How Marketers Use the Learning
Process in Selling Homes 72
How We Remember 73
Summary 76
Key Terms 76
Questions for Review 77
Activities 77
Mini-Project 78
References 78
Chapter 4 Motivation and the
Fashion Consumer 79
Point of View 4.1:
Shoppers as Modern Hunter-Gatherers 80
Understanding Human Behavior 82
How Motivation Works 82
Motivation Is Complex 85
Point of View 4.2:
How Emotions Influence What We Buy 89
The Power of Motivation 90
Case in Point 4.1:
Selling a Luxury Experience 92
Case in Point 4.2:
Charlotte Russe Finds Texts
“Gr8” Way to Reach Teens 94
Motivation and Design 95
Point of View 4.3:
Are You Defined by What You Do,
or by What You Own? 96
Summary 97
Key Terms 97
Questions for Review 98
Activities 98
Mini-Projects 99
References 99
Additional Resources 99
Chapter 5 Attitude and the Fashion
Consumer 101
What Is “Attitude”? 102
What Goes into Our Attitudes? 103
The Hierarchy of Effects 106
Case in Point 5.1:
Target Corporation: Influencing
Consumer Attitude through Design 108
How Do Attitudes Serve Us? 111
What Influences Our Attitude Formation? 111
Case in Point 5.2:
Sean John Changes Puff Daddy Attitude 114
How Do Marketers Use Attitudes? 115
What Is the Effect of Attitudes
on Our Buying Behavior? 116
Point of View 5.1:
Are Fashion Marketers Doing Enough
to Sway Consumers’ Attitudes? 122
Summary 124
Key Terms 124
Questions for Review 125
Activities 125
Mini-Project 126
References 126
Chapter 6 Personality and the
Fashion Consumer 127
What Is Personality? 127
Effect of Personality on the
Fashion Consumer 128
Major Personality Theories 128
Point of View 6.1:
Fashion Sizing: Paying Attention
to Larger Personalities 132
Case in Point 6.1:
Celebrating Diversity Lets Authentic
Personalities Shine Through 135
Products and Their Personalities 141
Point of View 6.2:
Fashion and Semiotics: The Hidden
Meanings of a Style 142
Summary 147
Key Terms 148
Questions for Review 148
Activities 148
Mini-Project 149
References 149
PART III
External Factors Influence
Fashion Consumers 152
Chapter 7 Age, Family,
and Life Cycle Influences 155
The Changing Face of the
American Consumer 156
Point of View 7.1:
Children in Marketers’ Crosshairs 158
Case in Point 7.1:
Teens to Parents: Get Off My
Social Network 160
Today’s Family 162
Case in Point 7.2:
The Changing Face of American Families 164
Household Decision Making Today 169
Case in Point 7.3:
The Rise of the “Mansumer” 170
Point of View 7.2:
Consumers Beat the Blues
with Retail Therapy 172
Summary 173
Key Terms 173
Questions for Review 173
Activities 174
Mini-Projects 174
References 174
Additional Resources 175
Chapter 8 Social Influences
on Fashion Consumers 177
Forces That Influence Behavior 178
What Is Social Influence? 178
Influences on Fashion and Design 180
Social Influences and Fashion Diffusion 181
Case in Point 8.1:
Tracking Social Influence in a Digital World 182
Case in Point 8.2:
Influencing Consumer Behavior
by Just Being There 188
Point of View 8.1:
Millennials Find Their Own Fashion
Influence 190
Consumer Socialization Process 193
Summary 194
Key Terms 194
Questions for Review 195
Activities 195
Mini-Projects 195
References 196
Additional Resources 197
Chapter 9 Demographics, Psychographics,
and the Fashion Consumer 198
What Are Demographics? 199
Examples of Typical Demographics 201
Point of View 9.1:
Reading the Trends to Predict
Future Consumer Spending 214
Values Driving Consumption 219
Case in Point 9.1:
Using Demographics to Give Consumers
What They Want, When They Want It 221
What Are Psychographics? 223
Case in Point 9.2:
Social Media Offer Goldmine
of Psychographic Data 224
Geodemographic Measurements:
An Example (PRIZM) 226
Summary 228
Key Terms 229
Questions for Review 229
Activities 229
Mini-Project 230
References 230
Additional Resources 231
PART IV
How Fashion Marketers
Communicate and
Consumers Decide 232
Chapter 10 How Marketers Obtain
and Use Consumer Information 235
Conducting Market and Marketing
Research 236
Case in Point 10.1:
Smile—The
Mannequin May Be
Watching You 244
Putting Marketing Research to Work 247
Point of View 10.1:
Marketers Tap into Advanced Social
Intelligence for Goldmine of
Consumer Data 248
Case in Point 10.2:
Shopping Magazines Revamp
to Regain Success 251
Summary 255
Key Terms 256
Questions for Review 256
Activities 256
Mini-Project 257
References 257
Chapter 11 Social Media
and the Fashion Consumer 259
What Is Social Media? 260
How Consumers Use Social Media 268
Case in Point 11.1:
Fashion Shoppers Go Social
for Inspiration 268
How Marketers Use Social Media 272
Case in Point 11.2:
Macy’s Stars in YouTube Videos 274
Challenges of Social Media Use 277
Point of View 11.1:
Monetizing Word of Mouth—at
the Expense of Privacy 278
Summary 280
Key Terms 280
Questions for Review 280
Activities 281
Mini-Project 281
References 281
Additional Resources 283
Chapter 12 Consumer Decision Making 286
How Consumers Make Their Choice 287
Point of View 12.1:
Choosing the Right Fragrance:
The Nose Knows 288
Case in Point 12.1:
When Consumers Choose Online
Alternatives to Stores,
the Emporium Strikes Back 294
Types of Decision Making 297
Case in Point 12.2:
Customer Reviews Gain Clout 298
Consumers’ Effort Level
in Decision Making 299
Summary 301
Key Terms 302
Questions for Review 302
Activities 302
Mini-Projects 303
References 303
Additional Resources 303
Chapter 13 How Fashion
Consumers Buy 304
Changes in Fashion and
Fashion Consumption 305
Point of View 13.1:
Consumers Like Their Fashion Fast—
But Do They Also Want It to Last? 311
Case in Point 13.1:
Burberry Brings Digital Shopping to Life 314
Case in Point 13.2:
Renting Glamour 320
Case in Point 13.3:
Hointer Gives Consumers a Glimpse
of the Store of the Future 323
Summary 326
Key Terms 327
Questions for Review 328
Activities 328
Mini-Project 329
References 329
Chapter 14 Global Consumers
of Fashion and Design 332
Are We All Alike? 333
Subcultural Differences Influence
American Buying Habits 333
Case in Point 14.1:
A Look at Three Key American
Subcultural Groups 335
Point of View 14.1:
A British View of American Consumers 338
Point of View 14.2:
Cultural Anthropology Plays a Role
in Cross-Cultural Marketing 341
Fashion and Design as Unifying Forces 342
Case in Point 14.2:
What Do Fashionistas in Los Angeles,
Paris, and Shanghai Have in Common? 343
Case in Point 14.3:
Asos.com Conquers the World
with Fashion 345
Point of View 14.3:
Going “Glocal”: How Smart Brands
Adapt to Foreign Markets 349
Case in Point 14.4:
Asia Goes “Cheap Chic” 350
Summary 352
Key Terms 352
Questions for Review 353
Activities 353
Mini-Projects 353
References 354
Additional Resources 354
PART V
Fashion Consumers
and Responsible Citizenship 356
Chapter 15 How Ethics and Social
Responsibility Impact
Consumer Behavior 359
Defining Ethics 360
Consumer Theft 361
Counterfeiting 363
Case in Point 15.1:
Retailers Change Tactics to Combat
“Wardrobing” 364
Point of View 15.1:
How to Spot a Fake 366
Business Ethics 367
Point of View 15.2:
Connecting the Dots on
Consumers’ Private Data 370
Case in Point 15.2:
Here Comes the Sun—and
It’s Lighting Up Retail Stores 378
Case in Point 15.3:
Patagonia Ups the Ante
on Social Responsibility 380
Summary 382
Key Terms 383
Questions for Review 383
Activities 383
Mini-Project 384
References 384
Chapter 16 The Role of Government
for Fashion Consumers 387
Federal Agencies 388
Case in Point 16.1:
Smokescreen Surrounds Fire Safety
Standard for Upholstery 392
Point of View 16.1:
Consumer Advocates Take
on the Cosmetics Industry 396
Case in Point 16.2:
Is That Fido in Your Fur Coat? 402
Other Government Programs 409
Case in Point 16.3:
Courts Dress Down Abercrombie & Fitch
for Its Discriminatory Dress Code 410
Independent Agencies and Services 412
Summary 412
Key Terms 413
Questions for Review 414
Activities 414
Mini-Project 414
References 415
Glossary 417
Credits 433
Index 435