Ch. 6 - Consumer Decision Making

Many factors can influence whether or not a consumer purchases a product ,one factor is social visibility. In 2003 Alexander McQueen created it's skull silk chiffon scarf. It quickly became the brand's most recognizable and coveted piece. Many celebrities wore the scarf which increased it's popularity and owning the scarf became more than just a fashion accessory, it became about status, which ties into social risks. Owning and wearing the skull scarf meant that you were a fashionista, that you were cool.  Granted the scarfs could cost anywhere between $200 to almost $800. Yet the scarfs were still selling and increased the brands revenue by 20%, making it's overall profit in 2013 $442 million dollars.