FASH 214 Targeting Customers

In Targeting Customers you will study consumer buyer behavior, analyzing its relationship to how consumers purchase fashion products and brands. The course will focus on research into consumer attributes and trends that inspire and influence the purchase of fashion products. You will develop an understanding of how cultural, social, personal and psychological characteristics of consumers affect their buyer behavior. You will develop an understanding about how customer attributes including geo-demographics, social class, life cycle, reference groups, lifestyles, values and attributes affect the development and marketing of international fashion product and brands. You will learn how market researchers effectively communicate their findings to others, through statistical, biographical and visual formats.