Richard Petrizzi

While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships and additional classic marketing theories and practices as they relate to design. In addition, Marketing Fashion explores contemporary issues such as technology, social responsibility and ethics, sustainability and globalization in depth and considers effective strategies for various economic climates. View

Consumer behavior affects all aspects of design, production, merchandising, and promotion in the fashion industry. The Why of the Buy: Consumer Behavior and Fashion Marketing addresses how psychology, sociology, and culture influence what, when, where, why, and how consumers buy what they buy. With topics ranging from consumer attitudes, personality, and values to the global marketplace, ethics, and social responsibility, this text with more than 150 color photos and cartoons presents consumer behavior in an enthusiastic and relevant way that will attract and engage students. View