The Why of the Buy: Consumer Behavior and Fashion Marketing

481 Pages·2014·14.04 MB·English

by  Patricia Mink Rath

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THE
WHY
OF THE
BUY
Second Edition
9781609018986.indb 1 8/18/14 2:57 PM
9781609018986.indb 2 8/18/14 2:57 PM
THE
WHY
OF THE
BUY
CONSUMER BEHAVIOR AND FASHION MARKETING
Patricia Mink Rath
Marketing Education Consultant—Winnetka, IL
Stefani Bay
The Illinois Institute of Art— Chicago
Richard Petrizzi
The Illinois Institute of Art— Chicago
Penny Gill
PWG Communications Inc.— White Plains, NY
FAIRCHILD BOOKS, INC.
NEW YORK
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Fairchild Books
An imprint of Bloomsbury Publishing Inc.
1385 Broadway 50 Bedford Square
New York London
NY 10018 WC1B 3DP
USA UK
www.bloomsbury.com
First published in 2015
© Bloomsbury Publishing Inc, 2015
All rights reserved. No part of this publication may be reproduced or transmitted in any form or
by any means, electronic or mechanical, including photocopying, recording, or any information
storage or retrieval system, without prior permission in writing from the publishers.
No responsibility for loss caused to any individual or organization acting on or
refraining from action as a result of the material in this publication can be
accepted by Bloomsbury Publishing Inc or the author.
Library of Congress Cataloging-in-Publication Data
Rath, Patricia Mink.
The why of the buy : consumer behavior and fashion marketing / Patricia Mink Rath,
International Academy of Design and Technology, Chicago, Stefani Bay, The Illinois Institute
of Art, Chicago, Richard Petrizzi, The Illinois Institute of Art, Chicago, Penny Gill, PWG
Communications Inc., White Plains, NY. -- Second Edition.
pages cm
Includes bibliographical references and index.
ISBN 978-1-60901-898-6 (alk. paper)
1. Fashion merchandising--United States. 2. Consumer behavior--United States. I. Title.
HD9940.U4R38 2014
746.9’20688--dc23
2014008262
ISBN: 978-1-60901-898-6
Typeset by Precision Graphics
Cover Design by Paul Burgess
Text Design by Cara David Design
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Contents
Extended Contents vi
Preface xiii
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
Chapter 2 Consumer Behavior, Marketing, and Fashion: A Working Relationship 34
PART II: INTERNAL FACTORS INFLUENCE FASHION CONSUMERS 56
Chapter 3 How Fashion Consumers Perceive, Learn, and Remember 59
Chapter 4 Motivation and the Fashion Consumer 79
Chapter 5 Attitude and the Fashion Consumer 101
Chapter 6 Personality and the Fashion Consumer 127
PART III: EXTERNAL FACTORS INFLUENCE FASHION CONSUMERS 152
Chapter 7 Age, Family, and Life Cycle Influences 155
Chapter 8 Social Influences on Fashion Consumers 177
Chapter 9 Demographics, Psychographics, and the Fashion Consumer 198
PART IV: HOW FASHION MARKETERS COMMUNICATE AND CONSUMERS DECIDE 232
Chapter 10 How Marketers Obtain and Use Consumer Information 235
Chapter 11 Social Media and the Fashion Consumer 259
Chapter 12 Consumer Decision Making 286
Chapter 13 How Fashion Consumers Buy 304
Chapter 14 Global Consumers of Fashion and Design 332
PART V: FASHION CONSUMERS AND RESPONSIBLE CITIZENSHIP 356
Chapter 15 How Ethics and Social Responsibility Impact Consumer Behavior 359
Chapter 16 The Role of Government for Fashion Consumers 387
Glossary 417
Credits 433
Index 435
v
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Extended Contents
Preface xiii Summary 29
Acknowledgments xvii Key Terms 30
Introduction xviii Questions for Review 30
Activities 31
PART I Mini-Projects 31
References 32
We Are All Consumers 2
Additional Resources 32
Chapter 1 Why Is Consumer
Chapter 2 Consumer Behavior,
Behavior Important to the Fields
Marketing, and Fashion:
of Fashion and Design? 5
A Working Relationship 34
Fashion and Design Purchases Are Unique 7
Understanding the Marketplace 34
How Marketing Influences the Purchase
Value versus Cost 35
of Designed Goods 8
Buyer Requirements 36
Case in Point 1.1:
Case in Point 2.1:
Moen Transforms Faucets into Jewelry 9
Personalizing Online Shopping 39
Coordinating Marketing Efforts 11
Staying on Track 40
Recent Approaches to Marketing 12
Approaching the Marketplace 42
Point of View 1.1:
Case in Point 2.2:
Putting the “Buzz” into Marketing 14
Fashion Designers Sway Consumers
Case in Point 1.2:
with More than Just Apparel 43
Guerilla Marketing: Battling
Point of View 2.1:
for Consumers’ Attention 18
Modernizing the Marketing Mix? 50
Case in Point 1.3:
Summary 52
Why Don’t Millennials Shop More Online? 20
Key Terms 52
Point of View 1.2:
Questions for Review 53
What Does “Luxury” Really Mean? 22
Activities 53
Case in Point 1.4:
Mini-Project 54
Tweeting Up a Firestorm 24
References 54
Point of View 1.3:
Additional Resources 55
“Newism” Accelerates Innovation 26
vi
EXTENDED CONTENTS
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PART II Chapter 4 Motivation and the
Fashion Consumer 79
Internal Factors Influence
Point of View 4.1:
Fashion Consumers 56
Shoppers as Modern Hunter-Gatherers 80
Understanding Human Behavior 82
Chapter 3 How Fashion Consumers
How Motivation Works 82
Perceive, Learn, and Remember 59
Motivation Is Complex 85
How Stimuli Influence Our Five Senses 60
Point of View 4.2:
Point of View 3.1:
How Emotions Influence What We Buy 89
Can You Tell What Smells Good? 63
The Power of Motivation 90
How We Perceive 64
Case in Point 4.1:
Case in Point 3.1:
Selling a Luxury Experience 92
Virtual Seeing, Hearing, and Tasting
Case in Point 4.2:
by Aiming Ultrasound at the Brain 66
Charlotte Russe Finds Texts
How We Pay Attention 67
“Gr8” Way to Reach Teens 94
How We Process 69
Motivation and Design 95
How We Learn 70
Point of View 4.3:
Point of View 3.2:
Are You Defined by What You Do,
How Marketers Use the Learning
or by What You Own? 96
Process in Selling Homes 72
Summary 97
How We Remember 73
Key Terms 97
Summary 76
Questions for Review 98
Key Terms 76
Activities 98
Questions for Review 77
Mini-Projects 99
Activities 77
References 99
Mini-Project 78
Additional Resources 99
References 78
vii
EXTENDED CONTENTS
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Chapter 5 Attitude and the Fashion Products and Their Personalities 141
Consumer 101 Point of View 6.2:
What Is “Attitude”? 102 Fashion and Semiotics: The Hidden
What Goes into Our Attitudes? 103 Meanings of a Style 142
The Hierarchy of Effects 106 Summary 147
Case in Point 5.1: Key Terms 148
Target Corporation: Influencing Questions for Review 148
Consumer Attitude through Design 108 Activities 148
How Do Attitudes Serve Us? 111 Mini-Project 149
What Influences Our Attitude Formation? 111 References 149
Case in Point 5.2:
PART III
Sean John Changes Puff Daddy Attitude 114
How Do Marketers Use Attitudes? 115
External Factors Influence
What Is the Effect of Attitudes
Fashion Consumers 152
on Our Buying Behavior? 116
Point of View 5.1:
Chapter 7 Age, Family,
Are Fashion Marketers Doing Enough
and Life Cycle Influences 155
to Sway Consumers’ Attitudes? 122
The Changing Face of the
Summary 124
American Consumer 156
Key Terms 124
Point of View 7.1:
Questions for Review 125
Children in Marketers’ Crosshairs 158
Activities 125
Case in Point 7.1:
Mini-Project 126
Teens to Parents: Get Off My
References 126
Social Network 160
Today’s Family 162
Chapter 6 Personality and the
Case in Point 7.2:
Fashion Consumer 127
The Changing Face of American Families 164
What Is Personality? 127
Household Decision Making Today 169
Effect of Personality on the
Case in Point 7.3:
Fashion Consumer 128
The Rise of the “Mansumer” 170
Major Personality Theories 128
Point of View 7.2:
Point of View 6.1:
Consumers Beat the Blues
Fashion Sizing: Paying Attention
with Retail Therapy 172
to Larger Personalities 132
Summary 173
Case in Point 6.1:
Key Terms 173
Celebrating Diversity Lets Authentic
Questions for Review 173
Personalities Shine Through 135
viii
EXTENDED CONTENTS EXTENDED CONTENTS
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Activities 174 Case in Point 9.1:
Mini- Projects 174 Using Demographics to Give Consumers
References 174 What They Want, When They Want It 221
Additional Resources 175 What Are Psychographics? 223
Case in Point 9.2:
Chapter 8 Social Influences
Social Media Offer Goldmine
on Fashion Consumers 177
of Psychographic Data 224
Forces That Influence Behavior 178
Geodemographic Measurements:
What Is Social Influence? 178
An Example (PRIZM) 226
Influences on Fashion and Design 180
Summary 228
Social Influences and Fashion Diffusion 181
Key Terms 229
Case in Point 8.1:
Questions for Review 229
Tracking Social Influence in a Digital World 182
Activities 229
Case in Point 8.2:
Mini- Project 230
Influencing Consumer Behavior
References 230
by Just Being There 188
Additional Resources 231
Point of View 8.1:
Millennials Find Their Own Fashion PART IV
Influence 190
How Fashion Marketers
Consumer Socialization Process 193
Communicate and
Summary 194
Consumers Decide 232
Key Terms 194
Questions for Review 195
Chapter 10 How Marketers Obtain
Activities 195
and Use Consumer Information 235
Mini- Projects 195
Conducting Market and Marketing
References 196
Research 236
Additional Resources 197
Case in Point 10.1:
Chapter 9 Demographics, Psychographics, Smile—T he Mannequin May Be
and the Fashion Consumer 198 Watching You 244
What Are Demographics? 199 Putting Marketing Research to Work 247
Examples of Typical Demographics 201 Point of View 10.1:
Point of View 9.1: Marketers Tap into Advanced Social
Reading the Trends to Predict Intelligence for Goldmine of
Future Consumer Spending 214 Consumer Data 248
Values Driving Consumption 219
ix
EXTENDED CONTENTS EXTENDED CONTENTS
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