Understanding Consumers ' Perception Of Digital Branding

From consumer’s perspective, the motivation of their purchasing high-end products is complicated. According to the report of Mintel (Academic.mintel.com, 2013), which showed that the reason why a large number of customs have purchased luxury merchandise in UK. There were 44 percent of female interviewees and 48 percent of male interviewees bought high-end goods due to the good quality. In addition, 31 percent of men and 18 percent of women consider the sophisticated technique

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.

Lately, there have been issues of brand management on the internet. The new digital tools require a lot of adjustments at the executional stage. According to Chaffey (2000) Internet marketing success depends on the sites interactivity features. Also added that a brand’s presence online should be conceived in a way that is sympathetic to the technology and the environment. Many brands fail in the execution of different features resulting in customers’ needs and expectations not being met says Hewson and Coles (2001) The consumer still looks up to the luxury brands although the bond is presently being evolved beyond the existing “top-down” model. (Okonkowo, 2009) The percentage of online shoppers and the sales of luxury brands have been on a positive growth. In spite of the growth, it’s not clear that what drives the consumers to shop online and whether they would be interested in shopping if attractive online stores were introduced. Therefore, what factors affect consumers to shop online will be examined here. A framework is necessary to develop the complex system and determine these factors, influences and buying behaviors of the consumer. (Perea, 2004) Affluent consumers use the internet as their powerful source of information about the luxury products and it is necessary that they have an online presence.

First, Baudrillard’ (1993, 1994, 1998) theory, symbolic consumption, as a focal notion of the study, is found to be a good foundation to understand consumers’ purchasing decisions for fashion brands. The findings show that consumers choose brands which have relevance or desired ‘symbolic value’ for them. Not only Baudrillard, the findings are also in line with the studies of Dittmar (1992, 1994, 2004, 2008), Elliott & Wattanasuwan (1998a) and Wattanasuwan (2003, 2005) regarding how consumers use fashion products; symbolic consumption is used to represent actual self-identity, and also to create ideal self-identity.

This report investigates the fashion clothing purchase behavior by examines the drivers such as perception and motivation. Four adults have participated in this research, in order to complete an interview which conducted under QUT guidelines, and transcripts collected have been used as thematic analysis for further process. Some major findings and recommendations generate after data analysis of interview transcript. Notwithstanding that fashion is subjective, Researcher discovered commonality that consumers tend to perceive a brand value with its price, and higher price implicates better quality and value. However most of the consumers reveal the

The Internet is a tool that allows any user to command his future with the click of a mouse. It has made possible connections and interconnections that grow into a wonderful web community. The Internet has revolutionized career development for personal empowerment, self-management and networking. It allows us to discover, create, communicate and maintain out personal brand for our future. The Web gives us the opportunity to promote “our brand” for ourselves by joining a social network and using our page as a billboard to advertise our talents and goals. Developing a personal brand makes us a more valuable asset, whether to the company we work for, a potential employer, or your own enterprise. This paper discusses the development and

In “Marketing to the Millennials”, Suzy Menkes addresses the importance of every luxury fashion brands to shift their marketing tactics within technology, particularly to market to the Millennials. Menkes asserts a concern to these luxury brand that they will be unrecognized to the Millennials if they do not advertise in a way that allures them. Millennials is the generation that has been actively interacting with the immense increase of technology. She recommends if these companies want to stay a popular functional company they will have to adjust to a different kind of marketing, which targets Millennials. While the increase of technology has had an increasing impact to the recent generations, companies should market to all generations instead of Menkes suggested targeted consumers, which is misdirected.

In order to better visualize the realm of brand's position in the market, fashion managers should execute VALS Model. Through Values, Attitudes, and Lifestyles System for Maison Martin Margiela we are able to precisely measure company's target consumers and their buying motivation that stimulates consumer behavior. This system allows to deep into humans psychology and examines consumers' values, lifestyles, and attitudes. VALS is based on two dimensions: resources and self-orientation. It classifies people into eight groups: innovators, thinkers, achievers, experiencers, makers, believers, strivers and survivors. It is critical that fashion managers analyze population shifts, market size, age groups, gender, family status, social classes, income, education, attitudes, lifestyles and nationalities in order to collect an appropriate information to enter inside their potential markets. While conducting research, it is obvious that in fashion industry innovators, achievers, experiencers and strivers are the most important groups that fashion managers have to consider and attract their attention. Each of these group willingly spend money on products that are beyond their needs, but satisfy their egos. These four groups that MMM should focus on, as they are striving to achieve prestige, status, excitement, and they are giving a huge credit for their appealing. These types of consumers' who are successful, wealthy and aren't hesitate of the high prices on tag so that they can be socially accepted as the image is an important aspect for them, and a prestige afforded them with such purchases. Interestingly, the Country of Origin and Manufacture plays a tremendous role in choosing a brand to satisfy their self-esteem as well. Obviously, France and Italy are known as the most

In cash of fashion industry teen generation is the vital model which companies should hit. The loyal customer is ready to spend more money for a product of his liked brand if require so the company has to take care of its brand image and the customers likings and preferences. The customer loyalty program creates emotional bonding between the company and consumer which enhances the brand name and growth of the company. It builds long term customer relationship. This results in selective shopping and consumer becomes more careful. Gucci should concentrate on increasing its fashion brand and enhance its fashion market. Through their creative strategies the retailers have learn to manage these attitude. In fashion business, the customer loyalty program along with creativity proves to be the main basic factor for generating more revenue and enhance growth. The marketing strategies of Gucci are to incorporate controversial issues in order to enhance brand imagery. This creates a mark on overall experience and attracts the consumer. Technology is the main source for entertainment and connection between producer and consumer. Some of such technologies are ecommerce, television, internet, word of mouth through internet where companies can make brand promotions. The promotions of brand can also done through social network sites like Facebook, twitter

The research hypothesis is that teenagers can identify themselves through the brands, which offer them a social recognition among the others; thus, it encourages them to purchase some brands. Furthermore, teenagers represent the buyers of tomorrow and can influence the purchase behaviour of their family, that is why the firms want to secure the loyalty of them.

Youth consumers’ rising demands for contemporary labels are hard to miss. Nowadays, contemporary labels receive a high level of attention when it comes to the Generation Y. As contemporary labels consumers make very distinct purchase decision in this product domain that they differ from the respective mass-market consumers. They are subconsciously also forming a sort of consumer behavior that was known in society as conspicuous consumption. By linking conspicuous consumption with contemporary labels, this essay will investigate the relationship between the two elements and how did it equate together in this marketing environment. Examples of contemporary labels that China’s youth consumers like to conduct conspicuous consumption includes brands like Alexander Wang that has been successful in addressing the need for minimalism that references athleticism in its appearance (Walker, 2011:178). The rationale behind formulating this essay is aimed to define the contemporary labels and the concept of conspicuous consumption that is currently widespread and on going in China after its modernization and the rise of the “super-rich”. Furthermore, it will serve as an investigation to the extent which purchasing contemporary labels represent a form of conspicuous consumption. Consumers actively seeking products that differ from mainstream and companies regard this consumer behavior as an opportunity beyond saturated mass market.

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

Although a lot of research has been done on luxury branding, the subject of luxury branding in an Asian context still needs further attention to better understand the motives behind why Asian consumers crave such international brands? Branding is important for business development and increasing consumer awareness in Asian countries, as customers prefer to feel that they are dealing with an established, reliable business when it comes to making costlier purchases. Peng and Chen (2011) stressed that the critical success factors for luxury brands, which particularly aim to explore the Asian market (Moore and Birtwistle, 2004) are to manage consumer perceptions internationally. Consumer market like India or China includes diverse demographic and geographic characters affecting brand awareness and loyalty. This rising demand of luxury goods in Asian countries and multiple consumer perspective are worth investigating to help businesses understand their potential customers and build strategies considering the varying consumer behaviour particularly in the Asian market.

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.

The fashion industry can be described as a billion-dollar industry that has employed millions of people all over the world. The growth to a global industry has affected many consumers. Currently, fashion industry can be defined as a fundamental industry for many reasons: first, because of its economic value and also due to the social function; meaning that apparel provide the consumers’ existence. However, due to the growing level, particularly on both expectations and variety of fashion clothing products from the latest fashion consumers, businesses are facing a severe problem in predicting what consumers are seeking for, when, and also, for what price. As a result, it is difficult to discover how marketer and retailers manage to find innovative techniques to increase both sales and profit. The entire meaning that fashion clothing has for most consumers usually vary, and an individual’s engagement may be different from their relative as well as friends in the sense of intensity and nature. In this report, I will consider the consumer's behavior toward fast fashion (Holmber & Öhnfeldt, 2010).