Consumer Behaviour for Fashion

Learning Outcomes

Upon successful completion of this course, students are expected to be able to : Explain the principal theories of consumer behavior, consumer decision process and consumer protection; identify and explain internal and external factors that influence fashion consumption behavior; analyze how consumer behavior affects fashion business; apply knowledge of consumer fashion buying behavior to enhance strategic decision making; describe how a brand’s communication strategy influences the target market; communicate effectively in fashion’s brand marketing.

Topics

The consumer behavior course studies how marketers are influenced by the consumers and how the consumers are influence by the action of marketers. Consumer behavior in fashion will discuss more specific information on the retail and fashion world which is a dynamic and fast moving industry. Fashion trend is created for the consumers by retailers, media, and influences. It is fundamental for students to be aware of the consumer dynamics in order to forecast the market trend in the future and to come out with appropriate marketing strategies, and generate satisfactory design products.

The students will be active observers learning by doing market research on specific topics so they can learn to analyze problems and construct critical thinking in relation to the market environment. This course is linked to Fashion Trend Forecasting.