Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Chapter 4: The Fashion.

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Presentation transcript:

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Chapter 4: The Fashion Consumer: Identification and Analysis

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Consumer Buying Motives Rational motives Emotional motives Patronage motives

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Rational Motives Price Care Serviceability Practicality Warranties Safety

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Emotional Motives Prestige Status Romance Social acceptance Many fashion purchases satisfy an emotional need.

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Patronage Motives Service Price Sales associate attention Personal shopping availability Convenience Merchandise assortment The more a retailer offers the more likely shoppers will return for future needs.

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Maslow’s Hierarchy of Needs Survival Needs Safety Needs Social Needs Esteem and Status Needs Self-Actualization Needs

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Decision Making 1. Need awareness 2. Gather information 3. Evaluate choices 4. Make decision 5. Satisfaction with decision

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Self-Concept Theory Real Self What the person is in terms of ability and appearance. Ideal Self What the person would like to be and is trying to be. Other Self Combination of Real Self and Ideal Self. Ideal Other How others perceive the person and how the person is perceived.

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Demographics The study of population traits and characteristics. Includes: Population shifts Market size Family status Nationalities Age groups

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Psychographics People’s lifestyles and attitudes and the relationship to consumer products purchased. Includes lifestyle profiling and VALS.

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved The VALS Segments 1. Innovators 2. Thinkers 3. Achievers 4. Experiencers 5. Believers 6. Strivers 7. Makers 8. Survivors

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Demographic Factors Population concentrations Climate differences Age groups Occupations Income Education

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Age Groups Children Teenagers Young Adults Young middle-aged Older middle-aged Elderly

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Social Class Groupings Upper Class  Upper-Upper Class  Lower-Upper Class Middle Class  Upper-Middle Class  Lower-Middle Class Lower Class  Upper-Lower Class  Lower-Lower Class

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Family Life Cycle 1. Childless Singles under Childless Singles 45 and over 3. Single Parents 4. Multiple-Member/Shared Households 5. Single-Earner Couples with Children 6. Dual-Earner Married Couples with Children 7. Childless Married Couples 8. Empty Nesters

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved DuPont’s Cohort Study World War I Babies Roaring Twenties Babies Depression Babies World War II Babies Mature Boomers Mid-Boomers Young Boomers Mature Busters Young Busters Mature Boomlet

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Trends in Fashion Consumer Behavior and Status Assessment of on-line buying motivation Reexamination of demographics