Fashion Branding and Consumer Behaviors


Today I am reviewing Fashion Branding and Consumer Behaviors edited by Tsan-Ming Choi and published by Springer.


This book truly gives a complete and well-delivered overview of the process of fashion branding. The author explores the different concepts and strategies involved in the branding process in a way that is easy to understand and relate to. He also does an amazing job of posing questions and allowing the reader to understand the difficulties and challenges associated with the branding process. Considering the scope of the topic addressed, the delivery and progression throughout the book is easy to follow. The information is presented in a way that gives depth and contextualization for each of the areas discussed. The references he makes between chapters is very easy to follow and the knowledge presented in the book builds on itself.

While most of the graphics and tables used were relevant to the topic, some did not necessarily illustrate the points that were made in the text. Dealing with a subject such as fashion branding of course lends itself to relevant exposure to the stylistic aspects of the industry. While creativity was certainly addressed well in the text, due to the heavy focus on the social, economic, and business concepts related to branding, the photos of high fashion advertisement and runway shows were more difficult to explain in those contexts. Fortunately, they do not detract from the subject as much as they occasionally seem superfluous.

The author writing style is easy to follow and well-developed. Some familiarity with the fashion industry is necessary to place a lot of examples in the proper context, but he also poses new ways to understand the branding process that even a seasoned veteran of the industry would find interesting. The continuation of themes that he explores throughout the text was very consistent without being overdrawn. Some basic information felt a bit repetitious where a reference to an earlier chapter may have sufficed, but he did an excellent job of contextualizing each aspect of the branding process. I found the text to be the perfect length, giving enough attention to the history behind branding, the progression of the branding process through recent history, and the current ideas being explored and implemented in the current scheme of the fashion industry. The balance of graphics and text was perfect, and even the pictures I found irrelevant did not dominate any section of the book.

The layout of the text is great, and the cover and packaging is very attractive. The references, end notes, and index are well-organized and extremely relevant. Some of the discussion questions at the end of each chapter felt a bit mechanical, such as asking the reader to re-state a concept that was well-defined in the text, but they worked well to place focus on important concepts that would carry into further chapters.

I would recommend this book to anyone studying the fashion industry, especially those who want to understand the failures and triumphs of certain brands and how to use branding in a social and business context. Those with an interest in brand history and who want a larger overview of the entire industry may be disappointed, for that is not the aim of the book. The objective of the author is clearly stated, developed, and successfully explored.

  • Covers fashion branding from a consumer behaviors perspective
  • Includes theoretical and applied research results
  • Provides both analytical and empirical models

Fashion Branding and Consumer Behaviors presents eye-opening theory, literature review, and original research on the mutual influence of branding strategies and consumer response. Contributors use multiple methods to analyze consumers’ psychosocial needs and the extent that their fulfillment goes beyond the usefulness or value of the items they purchase as well as the fashion industry’s means of communicating brand identity and enhancing brand loyalty. Along the way, these studies raise important questions about consumer behaviors, consumer welfare, environmental ethics, and the future of consumer research. Included in the coverage:

  • A symbolic interactionist perspective on fashion brand personality and advertisement response.
  • Optimizing fashion branding strategies in a fluctuating market.
  • An analysis of fashion brand extensions by artificial neural networks.
  • Domestic or foreign luxury brands? A comparison of status-  and non-status- seeking teenagers.
  • The impact of consumers’ need for uniqueness on purchase perception.
  • How brand awareness relates to market outcome, brand equity, and the marketing mix.

A breakthrough volume on the complexities of how and why we buy, Fashion Branding and Consumer Behaviors will captivate researchers and practitioners in the fields of consumer psychology, marketing, and economics.

Content Level: Research

Keywords » Consumer Attitudes – Consumer Behavior Related Fashion Branding – Consumer Behaviors – Consumer-based Branding and Operations – Fashion Branding Strategies -Marketing Science