Case Study On Fashion Customer

By Neha (010)Mamta (012)

1990 GLAMOUR national fashion study , conducted by Walter K. Levy Associates

Identifies 5 customer groups , based on their viewpoints regarding fashion and shopping

Age group 18-55 ,was surveyed

Different types of Fashion customer…. Fashion enthusiast Style seekerClassicTimidUninvolved

Market Share

fashion en-thusiaststyle seekerclassictimiduninvolved

29%

21%

12 %

8%

30 %

Based On These Questions Who she is ?Her life style ?What influences her ?Where she shops ?

Fashion Enthusiast she loves fashionSmallest segment of the marketThis women is a status conscious

sophisticate with confidence in her tasteTo her , price is minor concernthey keep her up to date on the latest

looks, heaviest reader of fashion magazines

She shops on specialty stores for style , quality and sophistication

Style Seeker Her quest is for the very latest looksPrice sensitiveThis women expresses herself through her clothesFull knowledge about where the best buys, the

sales and the discountTo some extent, she’s willing to sacrifice quality for

quantity All media with information on the latest trends

influences her fashion decisionsShe shops on department stores , boutiques &

local specialty stores

Classic Quality and timelessness are priorities that

define her character and guide her shopping patterns

She plan her purchase carefullyOccasionally updates her wardrobeFind the quality merchandise that appeals to

her

Timid Fully aware of the fashion world Represents highest percentage Biggest potential for new and increased

businessUnsure of her tasteHer aim is to look fashionable and

appropriate dressed Influenced by store display and friendsShe shops most often in department stores,

especially when there’s a sale

Uninvolved She is uninvolved because she’s

uninterested.Represents the least potential as a fashion

customerFashion trends are not important to this

womanHer spending reflects her priorities Her motivation to shop is the need for

something to wearShe does most of her shopping at broad

based department stores.

Consumer Buying behavior

Buying Behavior is the decision processes and acts of people involved in buying and using products.

Factors effect the consumer buying behavior:

Personal Psychologicalsocial

Personal Unique to a particular person.

Demographic Factors. Gender, Race, Age etc.

Young people purchase things for different reasons than older people.

PsychologicalPsychological factors include:MotivesPerceptionAbility and KnowledgeAttitudesPersonality

Social GroupOpinion leadersRoles and Family InfluencesReference GroupsSocial ClassCulture and Sub-culture

What fashion clothing ingredients will attract each segment ?Ans –

Fashion Enthusiast Brand Name

Style Seeker Quality

Classic Investment Value

Timid Well Accepted Looks

Uninvolved Replacement/ Need

What retailing strategies will be successful for each segment ?Ans –

Fashion Enthusiast Fashion Magazines

Style Seeker Sales / Promotions

Classic Departmental Stores

Timid Store Display

Uninvolved Newspaper , Advertisement And Bill Boards

How might the purchase decision process vary among these segments?

3 possibilities:From whom they buy; terms of sale past experience from the sellerWhen do they buy; time pressure saleThey do not buy

What role might consumer involvement and self image play in purchase decision among these segments ?