Professors Sidney Packard and Arthur A. Winters, and Nathan Axelrod, Fashion Buying and Merchandising, Fairchild Publications, 1976


Messages which are devised to persuade customers to make a decision to act should be a combination of valid information as well as persuasion. Customers demand more and more specific information about features, construction, and performance to aid them in making buying decisions.... Customers want a constant commentary on current fashion and contemporary life styles. In this sense customers will rely on a store to continue their education in fashion trends, innovative styling, and personal development. The retailer as communicator must also be a glamourizer, for information which is not attractive and appealing will not persuade.