Graduation Speech : College Students

College students as a young consumer group have gained significant importance from marketers in recent years because of their growing purchasing power. They have simple access to charge cards (Schor, 1998) and pay from low maintenance occupations to spend. Understudies have a tendency to burn through cash on dress and excellence items, and observe these

While on a shopping trip, a group of my friends had decided to purchase the more expensive designer clothing. I, on the other hand, was attracted to my favorite attire – a generic tee-shirt and a pair of athletic shorts.

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.

For this assignment, I decided to visit Target while I was in New Braunfels to examine how they use adjacencies within both their women’s and men’s clothing section. As well as, seeing the career wear section for both sexes and how it is merchandised for the shopper. The retail industry is the kind of business that has a very high level of competition. Knowing this, retailers realize the importance of these attributes and why they are needed in order to create an ambience that will attract the market they are targeting. Merchandisers have strategically placed items together in hopes that shoppers will choose to grab that cardigan because it would go perfectly with the lace top that is placed next to it or that pair of leggings because it

Our exploratory research was created to test the theory that college students might buy a sub brand of a major retailer if it was marketed to them correctly. We did this by testing some ideas with college aged students in a marketing research class at Iowa State

This week our speaker Ruby R. Dholakia, is from the University. She is a professor in the college of business. Understanding the evolving shopping experience from the past to now was the focal point of her lecture. The overall shopping experience is evolving globally due to what we have on hand. She brought to our attention many different industries that are evolving with the consumer changes. It’s all about adapting to the current consumer trends and expanding shopping areas to make it easier to buy. Companies are currently customizing to consumer needs, which she exampled using fashion and non-fashion related examples.

Growing trends towards contemporary apparel and accessories: customers started to look for practical and wearable items in everyday life rather than expensive statement outfits.

It would appear that fast fashion has had a detrimental effect on the role of the self and has perhaps lessened consumers’ levels of attachment to items; this will be a point of research within this dissertation as convincing consumers to value their clothing would be the initial stage in adapting disposal behaviours.

In today’s world, fashion can be considered a necessity to some people. Due to this attitude, the retail business is a popular stomping ground for customers. I, being a cashier at JC Penny, have seen quite a few people come through the store. Based on my experience in customer services, I have noticed all types of people. My experience has determined three common customers that you may find in any retail store; they are the list makers, the indecisive, and the roamers.

Classy Collegian seeks to provide a solution to the unmet need of affordable, professional clothing for college students. Due to our familiarity of the market, we will create the first store near the campus of The University of Texas at Austin. We have determined several factors that have led us to believe there is a huge economic benefit from opening a Classy Collegian store front such as:

Common theme from survey and interview: Floor length gown, department store shopping, both online shopping and in store shopping

The purpose of this paper was to observe the consumers of a retail store of my choice; I chose to observe Victoria’s Secret and Targets consumers, because I myself am consumers of those stores quite often, then to analyze the behavior of the consumers of Victoria’s Secret and Target. Victoria’s Secret and Target consumers differ because of the difference in type of retail they offer and sell. Victoria’s Secret consumers know what they are going to be shopping for women and certain needs or wants they are looking to satisfy. Target consumers shop for any age and any gender,

Materialistic items like the newest Michael Kors watch or the latest fashion trend can be exciting to buy or look at. These items can temporarily fill the void that some people might have. It might be fleeting, but buying a brand new item changes someone’s day. In today’s society, someone might be having a horrible day, but dressing nice changes a person’s attitude from a negative to a positive. Clothes and accessories can also build a person’s confidence. People feel like they are important because of the way they are dressed; whether they feel sophisticated or beautiful depends on the outfit. This confidence or feelings of beauty make a person happy. For instance, “materialistic people who evaluate their standard of living using reality-based expectations (e.g., ability expectations) are likely to feel more economically motivated than their non-materialistic counterparts, and this economic motivation is likely to contribute significantly and positively to life satisfaction” (Sirgy). People need a type of satisfaction to feel

Each students clothing reflected directly with the status, and in some cases, the social position they occupied. The kids with the full, matching, Nike outfits and other on-brand fine material had the wealthiest parents, lived in the more expensive homes, and occupied the most skilled areas in sports and organizations. In contrast, the few students with the cheapest clothing as far as quality and brand, had the least wealthy families, mostly part of the working class. Their status also reflects on each student’s roles.

Ferraro, Sands, and Brace-Govan conducted a quantitative study, which explored second-hand consumption in relation to consumption and motivation theory. Weis argued that “second-hand consumption has evolved over three distinct periods: emergence and expansion during the eighteenth and nineteenth centuries; decline and stigmatization in the twentieth century; and de-stigmatization and renewed popularity since the 2000s” (as cited in Ferraro et.al., 2016, p.262). The revival of second-hand consumption stems from a variety of motivating factors such as recreational, economic, and fashionable. Recreational motivation is a significant factor because consumers can have differing experiences from traditional retailers, by providing an authentic and nostalgic moment (Ferraro et al., 2016). Browsing a large assortment of merchandise and finding unplanned items is a factor to why people like to second-hand shop, it’s unpredictable and every second-hand shop is different than the next. The next factor is the economic benefits of second-hand consumption. Economic motivation encompasses bargaining and low-price points, whereas fashionable motivation is directed towards originality, enhancing personal fashion, or nonconformity to mainstream fashion directions. In the study, they divided participants into four segments, in which they surveyed shopping frequency, loyalty, demographics, psychographics, etc. Segment 1