CONSUMER BUYING BEHAVIORS FASHION DESIGN Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

OBJECTIVES The learner will do the following: The learner will do the following: Identify factors that lead to consumer purchasing decisions Identify factors that lead to consumer purchasing decisions Propose practices for effectively managing apparel Propose practices for effectively managing apparel and accessory costs, care, and maintenance and accessory costs, care, and maintenance Compare various sources for apparel purchases Compare various sources for apparel purchases Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

WHAT ARE CONSUMER BUYING BEHAVIORS? Consider an apparel item you are wearing today (ex: your shirt, pants, dress, shoes, etc.) Consider an apparel item you are wearing today (ex: your shirt, pants, dress, shoes, etc.) What factors led you to buy that item? What factors led you to buy that item? How much did it cost? (approximately) How much did it cost? (approximately) Are you happy with your purchase decision? Are you happy with your purchase decision? Consumer buying behaviors refer to the pattern of purchasing decisions a consumer makes. Consumer buying behaviors refer to the pattern of purchasing decisions a consumer makes. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

PURCHASING DECISIONS Consumers evaluate many factors when determining what apparel items to buy Consumers evaluate many factors when determining what apparel items to buy Purchasing decisions can happen in an instant, either consciously or unconsciously Purchasing decisions can happen in an instant, either consciously or unconsciously Consider the buying factors that led you to a purchase decision, and rank them in order of priority… Consider the buying factors that led you to a purchase decision, and rank them in order of priority… CostReputation Comfort Brand nameProduct life span Functionality QualityEmotional response Low maintenance Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

COST Ways to manage your apparel cost: Ways to manage your apparel cost: Complete a wardrobe inventory chart, identify needs in your wardrobe and focus on fulfilling those needs Complete a wardrobe inventory chart, identify needs in your wardrobe and focus on fulfilling those needs Shop off-season Shop off-season Utilize sales and promotions Utilize sales and promotions Shop at off-price retailers, thrift stores or Shop at off-price retailers, thrift stores or consignment shops consignment shops Analyze cost-per-wear Analyze cost-per-wear Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

BENEFIT FROM BUYING BEHAVIORS Once you identify buying behaviors, you can use the information to: Once you identify buying behaviors, you can use the information to: Advertise your products Advertise your products Market to your customers’ interests Market to your customers’ interests Make adjustments to products as needed Make adjustments to products as needed Have satisfied, returning customers Have satisfied, returning customers Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

STUDENT ASSIGNMENT Student Role-Play Imagine you are a professional fashion stylist. You have a new client who is in need of new apparel for an upcoming event. Use your knowledge of consumer buying behaviors to shop online for your client’s wardrobe needs. Keep a running total of how much each item will cost and what the grand total will be. You must stay within your client’s budget. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.