Description
Provides the most contemporary resource for understanding consumer behavior theory and practice in the context of the fashion industry.
About the Author
Patricia Mink Rath is a consultant in fashion, marketing education, and consumer behavior. She is the author of a number of college texts and has taught courses such as Introduction to Fashion Merchandising, Retail Management, Buying, and Consumer Behavior. Her professional experience in fashion includes management in retailing and wholesaling in Boston, Chicago, and San Francisco. Stefani Bay, M.A. is an Associate Professor at The Illinois Institute of Art-Chicago, USA, where she teaches Global Marketing and Entrepreneurship. She is co-author of The Why of the Buy and In an Influential Fashion: An Encyclopedia of 19th & 20th Century Designers and Retailers Who Transformed Dress (Greenwood Publishing). Her background includes the 10-year ownership and operation of a chain of retail stores and multi-level marketing company as well as an engagement as Director of Public Relations for several well-known restaurant chains. Richard Petrizzi is an Associate Professor in the Marketing / Management department at The Illinois Institute of Art - Chicago. Penny Gill is a writer and marketing communications consultant, and president of PWG Communications Inc., based in White Plains, NY. Gill has co-authored three textbooks on fashion merchandising, fashion marketing, and consumer behavior in fashion, as well as contributing new material and chapter rewrites for revised editions of several other fashion/retailing textbooks. In addition, she has developed and implemented marketing communications/public relations programs for companies including Du Pont (Textile Fibers division), F. Schumacher, Fisher-Price, National Retail Federation, and 3M's DIY division. Her work on press materials and a fashion show for the grand opening at a major mall in Nanuet, NY, won the Clarion Award, Gold Commendation, from Women In Communications, Inc., Westchester Chapter.
Reviews
". . . if you LOVE fashion, you want a fashion focus which is the strength of Fairchild. If you require a Fairchild book you know you have a fashion focus." -- Deborah Fowler, Texas Tech, USA
The Why of the Buy is the only text that focuses primarily on the fashion consumer in depth. -- Wanda Dooley, Wood Tobe-Coburn, USA
The book covers consumer behavior theory specifically in the context of the fashion industry. -- Patricia Warrington, Texas Christian University, USA
Book Information
ISBN 9781609018986
Author Patricia Mink Rath
Format Paperback
Page Count 480
Imprint Fairchild Books
Publisher Bloomsbury Publishing PLC
Weight(grams) 1464g