"Even as the fashion industry changes rapidly with new technologies, styles and trendsetters, one thing remains constant: the customer is key. But with more competition than ever before, how do fashion brands reach elusive customers and even more crucially, establish loyalty? And how do consumers ultimately decide what to buy--and why? This thoroughly updated third edition introduces core concepts of consumer behavior through a unique fashion perspective. Ideal for fashion merchandising and marketing courses. The Why of the Buy explains the motivation behind consumer choice and purchase in a clear manner using industry examples." -- Back cover.