Consumer behavior affects all aspects of the fashion industry, design, production, and merchandising and promotion at all levels, as much as it affects retailing. The Why of the Buy: Consumer Behavior and Fashion Marketing addresses how psychology, sociology, and culture all influence the how, what, when, where, and why of the buy. The unifying element of this text is its presentation of current knowledge of consumer behavior applied to the fields of fashion and design in an enthusiastic and relevant way that will attract and engage students. Chapter-opening vignettes place the chapter topics in real world settings that students can relate to, and as these stories are revisited throughout the chapter, students can see how theory derives from actual consumer behavior. Longer cases at the end of each unit cover all of the chapters within the unit, providing further examples of the relevance of the text to their own behavior as consumers and as future professionals in the fashion industry.
J. Alexander Martin
J. Alexander Martin, an accomplished designer, has successfully given the fashion industry a unique line of clothing through FUBU (For Us By Us), which currently reports over $6B in sales. As Owner Vice President and Creative Director of FuBu/FB and Crown Holder, J’s stylish market trends and industry techniques reflect his strong eye for color coordination, fabric and embellishments have made him a definite one to watch on any runway. He is currently working on his own brand called “J. Alexander” featuring designer men’s suits and dress shirts. In 1991, J. worked in Macy’s beginning as a salesperson and quickly became one of their best fashion coordinators in the men’s wear department. While working to become a Buyer for Macy’s, J, along with three of his friends started the clothing company FUBU in Queens, New York. Now the company’s products, based on urban wear fashion, is sold worldwide. He quickly broadened the then primarily hat making company’s focus to include a variety of fashionable sportswear and other related apparel. J. was born and raised in Hollis Queens New York. He attended Fashion Institute of Technology in 1992 and served his country in the United States Navy, where he served in Desert Storm. His work in the fashion industry has taken him to a number of countries including China, India, Korea, Germany, Holland, Sweden, Paris, London and South America. He comes from a strong background of business management and entrepreneurship. His father worked as a Vice President for what is now the nation’s primary Securities Depository and his mother is a successful Entrepreneur in business administration and event planning. J’s creativity and fashion savvy transcends far beyond just urban wear. He has acted as art director for several photo shoots including “My Little Star, as well as FUBU.” His clothing designs range from urban-contemporary styles to high-end men’s suits, dress shirts, women’s wear – And it doesn’t stop there – he has also lent his passion for fashion to interior decorating. J has worked with such well-known fashion brands as Kappa, Ted Baker, Coogi, Married to the Mob, Heatherette and Drunkenmonkey. He is Editor and Chief of Afashionmind.com and author of a coffee-table book called Afashionmind. There are many sides to J’s personality. Besides being a workaholic, he is very family oriented, philanthropic, philosophical and has a wonderful sense of humor. He is a member of BRAG (Black Retail Action Group) and Fashion 2.0. He is an honorary member of Phi Beta Sigma Fraternity and graduate of Scott Powers Television Hosting ( Hosting,TelePrompTer , Ear Piece , Greenscreen). In recognition of J’s contributions to the fashion industry and his business management skills he has been honored with many prestigious awards including the Ernst & Young’s Entrepreneur of the Year Award (2003); Crain’s Business of 40 Under 40 Award (2002). FuBu the Collection became the first recipient of the Essence Achievement Award given to a company, and in 2004, the FuBu partners/owners were the first to receive the Asper Award for Global Entrepreneurship from Brandeis University. J. is an excellent public speaker Black Expo Colleges and high schools and has appeared on the Anada Show, Morning Shows Atlanta Chicago, Bloomberg TV,BET, TV One Lisa Ray Show Kendra &Hank Show,Kids Love Cooking NBC, Space TV Interior Design Show and Montel Williams Show. J’s style, charm and never-ending creativity will certainly continue to flourish throughout the fashion industry. He is destined for many more great experiences J.Alexander Martin Exec VP FUBU (201)3287847 2019421394 J@Afashionmind.com Afashionmind.com http:www.twitter.com/jalexanderm http:www.facebook.com/jalexandermartin