Η συμπεριφορά του καταναλωτή στο χώρο του fashion marketing. Μελέτες περίπτωσης από τον ελληνικό και διεθνή χώρο
The image presenting through clothing and footwear comprises an important factor of everyday life for a lot of people. However, consumer behavior regarding fashion varies and depends on various factors. For these reasons, many researchers have thoroughly studied consumer behavior in recent years. The purpose of this paper is to examine the issues related to consumer behavior in the field of fashion marketing, as well as the factors determining it. A sub-objective of this research is the study of how consumers perceive the concept of fashion products. Meanwhile, an attempt is made to explore, in terms of marketing, the consumer behavior and the degree of impact of such behavior through specific variables of marketing according to a case study, the Benetton Group. The choice of Benetton Group was made due to the fact that it is an internationally renown company with business in our country as well.