Offers a non-technical overview for students of fashion retail and marketing Provides an interdisciplinary approach and will support courses in fashion, cultural studies, sociology, marketing and public relations Represents an ideal student text: each chapter includes key definitions, summaries, case studies, discussion questions and suggestions for further reading From the new Understanding Fashion series of short, accessible, introductory books designed to cover an entire module in subjects such as fashion marketing, buying, textiles, and theory Also available in paperback, 9781845207984 GBP17.99 (September, 2010)

This text introduces important concepts related to the consumption of fashion and clothing to beginning students. Designed to support teaching and learning, this book looks at the cultural and economic significance of the global fashion industry. Beginning with an historical overview of fashion consumption, the book then provides an analysis of both rational normative consumer decision-making as well as hedonic and alternative consumption patterns. It concludes with a look at ethical decision-making and social responsibility concerning design, production, and consumption. Each chapter contains definitions of the key concepts, overviews of the relevant theories, case studies, summary sections, a listing of key terms, questions for discussion, and assignments for class use. Combining insights and perspectives from a wide range of disciplinary approaches, including fashion, cultural studies, sociology, and business, this book will be of interest to students on a variety of courses studying consumer behavior.