Match Amazing Speakers
With Great Clients
You Really ARE What You Wear!
How Fashion Influences Consumer Behavior – and Why Marketers Should Care
We buy products because of what they mean, not because of what they do.
That insight is crucial for every industry – whether a traditionally fashion-oriented business like apparel, or categories such as food, technology, financial services or travel. Customers often choose from hundreds of options – and most of them have very little to do with functionality. Powerful fashion forces are operating, even if they’re not always obvious to the outside observer.
That doesn’t make these decisions trivial or mysterious. A consumer’s selection of a car, a couch, a cosmetic, a cracker, a credit card, or a camisole reflects deep-seated values and beliefs about his or her identity. We can think of each consumer as a blank canvas, where he or she chooses from a “palette” of apparel, home furnishings, cosmetics, electronic gadgets, food and beverages, travel destinations, universities, real estate, and many other products and services to paint a picture s/he wants the world to see at a fixed moment in time. Fashion is too important a marketing concept to be left to fashion editors!
In this presentation, we’ll look at some of the powerful cultural and psychological forces that drive these “fashion statements”:
We buy what we are and we are what we buy.
Michael Solomon “wrote the book” on understanding consumers. Literally. Hundreds of thousands of business students have learned about Marketing from his books including Consumer Behavior: Buying, Having, and Being -- the most widely used book on the subject in the world.
Much in demand as a keynote speaker, Michael often is asked to provide briefings to global executive teams who want significant increases in their bottom line and who understand that’s accomplished by a deeper connection with their customers.
Michael’s mantra: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients in leading industries such as apparel (Levi Strauss, Under Armour), financial services and e-commerce (eBay, Progressive), retailing (H&M), manufacturing (DuPont, PP&G) and transportation (BMW, United Airlines) on marketing strategies to make them more consumer-centric.
He regularly appears on television shows including The Today Show, Good Morning America and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time.
As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia) and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies. He helps managers get inside the heads of their customers so they can anticipate and satisfy their deepest and most pressing needs – today and tomorrow. An executive at Subaru said it best: “The man is a scholar who is current and street-wise.”
Michael’s most requested keynote, “Earth Shaking Trends: What You Need To Know Now About Keeping Your Top Consumers,” will help you to reach – and engage – fickle customers. He will show you how to harness the power of collaborative consumption. He will inspire you to turn customers from pawns into partners as you develop new products and communications strategies. Michael also shares his insights about current issues and challenges in consumer behavior in his other speeches:
• The Young and the Restless: Capturing the Hearts, Minds and Wallets of Millennials
• The Psychology of Fashion
• The Future of Social Media and Shopping
• Gamification and Other Ways to Energize Sleepy Customers (and Employees)
Michael is passionate about the extraordinary world of the ordinary consumer. He brings humor and arresting visuals to his keynotes to show how everyday behaviors are much more meaningful than you thought – and an essential pathway to grabbing the attention and loyalty of your customers. The marketing guru Philip Kotler summed it up when he stated, “Solomon has the mind of a scientist and the writing flair of a journalist.”