Consumers And The Factors Of Environment

This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.

and/or the brand and those interested in price (Birtwistle and Freathy, 1998). The clothing market can be segmented into fashion-conscious

“Music, fashion, cosmetics, and video games are important in terms of peer acceptance and fitting in.” (Williams & Page, n.d.) When marketing, these are factors that need to be played upon along with haircuts and clothing. Clothing is a way to socially fit in. Name brand clothes are more widely worn because they are more “socially acceptable” amongst teenagers.

There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.

In the fashion industry, fashion brands are highly associated with branding, because of the intensive competitive fashion markets. Moreover, fashion brands are self-expressing to some extent (Carroll, 2008). Building creative brand image is important for the fashion brands. In addition, Carroll (2008) said that social responsibility and potential risks are the two aspects related to the fashion brands. Just as

“Brands are everything.” “What you wear is who you are.” “The cool kids are wearing this.” These are sayings that some students use in everyday life. In many of their minds if they aren’t wearing the brand that is the coolest then they are missing out. In many ways, they think that to be themselves they must be the coolest self they can be. In order to achieve that they must wear what the cool people wear. “The top high school basketball teams have sponsorship deals with Nike and Adidas, wich deck out teenagers in swoosh- and stripe-festooned shoes, warm-ups, and gym bags,” (Klein 104). If the most talented high school players wear those brands, then maybe that’s what it takes to be the best. Teens, and especially insecure teens want to fit in and be cool. So they wear the same clothes. To the middle-class teen brands are majorly important. It can be the turning factor if

What are needs and behaviour of male and female customers in purchasing old brands in apparel?

These discussions helped us narrow our list of attributes to the more important ones from the above list. The selected attributes are price, fit, design, fabric, color and brand. Also we were able to map the perception of the brand Levi’s to the customers. Some results were derived on the basis of this focus group discussion. Consumer doesn’t mind moving towards other cheaper brands in clothing. There is lack of differentiating factor in the branded jeans of Levi’s as compared to other lower brands. The Levi’s brand for jeans does not belong to the premium club of jeans brand anymore. The value of the brand is gradually declining in the mind of the customers. This result of the focus group discussion is the basis for preparing our survey questionnaire for market

The project analysis the potential consumer of ready-to-wear ethnic wear for hypermarket format in terms of demographic and psychographic. The journey starts with designing of a questionnaire so as to conduct a primary survey which would help to develop the demographic and psychographic profile. The questionnaire developed was in a way that the target audience can be categorized and the audience with highest potential was selected and studied in detail. The final outcome of the research was drawing promotional strategies for the target segment categorized into ATL and BTL strategies.

The concept of marketing is the action or business of bringing or sending a product or commodity to the market. (Oxford English Dictionary) Fashion Marketing differs from the marketing of other goods because of the uniqueness of the merchandise. “According to the Parson’s School of Design, fashion marketing is the process of analyzing, developing, and marketing current fashion trends into sales strategies.” (IJMBT) In fashion marketing, consumers are the creators by virtue of their adoption and rejection of new trends and styles. Furthermore, fashion is integral to the construction and communication of one’s social identity, helping to define the class, ethnicity, class, age, and the gender of the wearer as a reflection of individuality. Fashion marketers must position products based on consumer’s design preference. “Fashion advertisements have their own stylistic modes and spheres of production and consumption, involving the interrelationship of word and image among other things.” (Encyclopedia of Clothing and Fashion) This paper will use Gilles Lipovetsky’s, The Empire of Fashion, Ruth Iskin’s “The Pan- European Flâneuse in Fin-de-Siècle Posters: Advertising Modern Women in the City”, Yuniya Kawamura’s “Japanese Teens as Producers of Street Fashion”, and an article titled “Contesting the social impact of marketing: A re-characterization of women’s fashion advertising” to examine the research topic of: The power and evolution of marketing and advertising in contemporary

Quote A and Quote B show a connection between consumer’s behavior and the environmental changes. Thus, the unsustainable patterns of natural resources production and consumption are having social and environmental impacts in America. The urbanization and industrialization requires huge amount of resources for sustainability and development. Coal mining, coal processing, and iron and steel industries, and now natural gas particularly have far-reaching consequences for ecosystems due to the large amount of greenhouse gas emissions. In addition, wasted product from these industry contaminated the land, air, and water while the act of mining destroy the land structure as well as the ecosystem. Furthermore, these acts create social problem and

During the information search stage of their decision-making process, the consumer stated that they constantly looked at online shops and magazines to improve their personal understanding of fashion. It was noted that the consumer’s awareness set consisted of ten different brands. However, the size of her

Adidas makes high end, high quality products both sports and fashion related. For sports related merchandise, Adidas targets customers in the age group of 13-40 years, majority of its customers are of 15-30 years of age who are predominantly male, in a working-middle class families or individuals. A small percentage purchase their product as a fashion statement, and this is popular between the ages of 16-25 years in the middle-class population for both genders. Kotler and Zaltman (1976) stated, that in terms of launching a new product buying habits should be analyzed to reinforce different strategies that can increase the likelihood of customer purchase. Buying habits includes frequency and the kind of buyer a customer is; are they likely to buy when a product is reduced or does price not matter? Do they have a preferential brand of choice? Are they likely to buy online or in store? These factors need be considered and is particularly important when setting up a customer profile. “The marketer should attempt to identify the characteristics of

Modern marketing management works hard to resolve the common problems of consumption of products. The study of consumer behavior is therefore very significant in marketing in ensuring survivability of the firm. There is a lot of rivalry in every industry, and the company needs to be very innovative and recognize the latest tastes and the need for the consumers. The information gained in studying consumer behavior can be extremely crucial in helping to exploit the available market opportunities. This report analyzes the consumer behavior using two fashion apparel brands, Gucci and Gap. Gucci and Gap are international companies with their bases in different countries and continents. They have both been ranked in Forbes Global 2000 list of largest companies worldwide. The market segment of the two companies is different with Gucci targeting the wealthy folks (including children, youth and old people) and Gap targeting twenty-five to thirty-five middle-class consumer. Due to the difference in the nature of the products sold by the two brands, their consumers portray different kind of behavior. These different behaviors provide the fantastic scenario to analyze and understand consumer behavior.

In chapter 2, this paper will explain the “brand” in general with put the light forward on the related topics like- brand equity, brand image , brand loyalty , brand awareness, brand association etc, and allow the reader to understand the broad concept of the branding , its impact and importance in the industry. Then research product look in to the importance of growing a brand strategy for the products. Then researcher