BUSD 2190 Consumer Behaviour

BUSD 2190 Consumer Behaviour

BUSD 2190 Consumer Behaviour



1. Discuss how fashion relates to self-concept, specifically discuss real, ideal, multiple, and looking-glass selves.2. Discuss the positive and negative influences that the fashion industry can have on customers’ self-esteem. Identify andexplain one positive and two negative influences.3. Why did International Fashion choose Emma Hansen for the face of the Kersh brand? How does this choice relate to thebrand’s positioning strategy?4. Research a company that recognizes some of the negative influences of the fashion industry on customers’ self-esteem andprovide the following information. Identify the company. What negative aspect(s) did the company recognize? What specifically didthe company do (products, advertising and other communication activities, and/or CSR activities)? What were the results(revenue/profits or image)?5. What could International Fashion learn from this company as it expands into the younger market? What should the companyconsider when choosing models and images for these brands? 6. What other trends influencing consumer behavior (Ch.1) should the company consider in order to remain relevant? Identifyand explain two trends

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