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Teenagers as Customers
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Against the background of an ongoing economic recession accompanied by an increase in international business competition and proceeding globalisation, the young fashion business faces a challenging economic situation. Moreover, the consolidation of a buyer's market calls for adjustment processes on the strategic as well as the tactical level of marketing management. As business success is highly dependent on customer satisfaction and retention,understanding young customers' core needs and further factors that influence their consumer behaviour becomes essential. The present book makes a contribution to the understanding of adolescents' purchase decisions in fashion. It combines expert knowledge from areas of research such as juvenile development, consumerism as well as marketing management for the first time and specifically examines it with a focus on clothing. Selected case studies depict how fashion companies found ways to react to the struggles they face in the youth market by designing matching marketing management strategies. This book is valuabe reading-not only for fashion marketers.
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