How Fashion Consumers Buy Today

In 1968, three researchers came up with a model that became the industry standard for marketers trying to understand how consumers buy. And for decades, it was fairly accurate. In today’s world it’s not. In this interview, Brandon Roe and Michael Solomon, authors of the bestselling Why Fashion Brands Die, talk about the new model fashion brands need to follow if they want to sell more effectively to their current and future customers.


  • The key factor that has made the old buying process model obsolete
  • A look into the way consumers – especially younger digital native consumers – actually buy
  • A big opportunity for brands looking to increase profits generated per customer
About Our Guests

Michael Solomon

Michael Solomon literally wrote the book on consumer behavior. Hundreds of thousands of business students have learned about marketing from his books, which include Consumer Behavior: Buying, Having, and Being, the most widely used book on the subject in the world. He is also the co-author of Consumer Behavior in Fashion and has worked with some of the biggest names in fashion including Levi’s, H&M, Under Armour and Calvin Klein.

Brandon Roe

Brandon Roe is an author and the host of The Fashion Consumer, a popular podcast that offers fresh ideas and insights into the ever-changing fashion consumer. With a rare skill set that brings together cutting-edge technology and consumer-centered marketing, he has worked with clients in eight countries and three languages over the past two decades. 



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