Today more than ever, due to internet, globalization, and especially influencers and social media, consumers are fully "in control". They now have several tools such as online reviews and social media posts, which ensure their interests are central to every successful company's strategy, whether in fashion or any other industry.

In this course, students learn the importance of both sensory marketing and perception, as well as communication and ethics in determining why customers remain loyal to a certain product or brand. They evaluate the ethical and social issues related to fast fashion and its unsustainability for both people and planet. Students also examine the motivation behind fashion purchasing, the decision-making process leading up to it, and the factors which generate brand loyalty.

The key concepts of consumer behavior are explored and students learn to identify cultural influences while analyzing demographics, psychographics, economics and consumer dynamics. Students will analyze actual research data and apply findings to the study of target consumer segments.

The course is cross-listed with FM325.

***The course is pending approval from CEA CAPA's School of Record.***