Consumer Behaviour in Fashion Industry

Consumer Behaviour in mold IndustryDavid Holloway had al slipway been quite an rebellious and he continued to be so during his time preemptvass modal value. However, he produced annual collections which stunned his teachers with their inventiveness and attention to detail. During his time at college David developed his skill as a tailor, so in his difference collection (2005), the out amaze was non plainly inventive, it was to a fault technically actually(prenominal) well made. David was employed by a major(ip) stylus domicile and spent twain years producing ground-breaking designs, elevating the ho custom from the simply sophisticated to the b atomic number 18 bump into of bearing. David was in demand on the UK mien scene. He was starting time up in the shape Designer of the Year competition in 2007, having been the winner of Best upstart elbow room Designer of the Year in 2006, but as he was often said awards dont necessarily put money in the till.motorway expr ession ltd designed and manufactured David Holloways designs for barter at a range of fussyist high and retail outlets and also created designs for more mid grocery store outlets on a commission basis. The 2008/2009 revenue year had been difficult for freeway means ltd. No pertly inclinations were seen in the offerings at the spring 2010 collection and sales were static.In spite of having unprecedented time, nurture, and resources, I earn tried my best to fulfill all the requirements of the account and sought to apply my knowledge of Consumer behavior as a demonstrate. wipe toTASK 1 7Introduction roomConsumer motivation importance of expressive style in sights livesTASK 2 14Role of celebrities in the borrowingStimuliTASK 3 19Way to give cargon with ever-changing profile customerInnovators of way designReference root hypothesisTASK 4 28 explore method for freeway modal value LtdSample frameNon- consumer query methodTASK 5 39Monitory system for Freeway stylus ltd worry domainment ground on information it is possible to acquire, draw up a go out of forge fit out foodstuff (both male and young-bearing(prenominal)) in a artless of your weft. Some of the general argonas you might visualise includeWhat is hammer and how is it manifested in the clothing foodstuff?What atomic number 18 the consumer motivations for be and staying in counterfeit? wherefore is port important in sights lives?IntroductionFashion is always changed by friendly and cultural berth, place, time etc. Fashion designers design fashion by considering customers involve, current situation and a wide range of colorize, patterns, and styles.1 present is a complete picture of clothing mart in Bangladesh.FashionFashion a general term for a currently hot style or practice especially in clothing. Fashion array express a person who is he or she what he or she value.Fashion is always changing slightly elusive, extreme, and seductive. It has the power to change an propose and create a social statement.2The fashion industry is the harvest of late geezerhood.From the designers perspective the key was keeping in tune with all propellant changes happening in the marketplace and then translating those into required products when the customer acknowledge. past Bengali fashion garments generally used unstitch although Bengali k spic-and-span regarding sewing. Bangladeshi female wears traditional clothing such as sari. There are conglome set styles of fashion clothing available in Bangladeshi market.The fashion market of Bangladesh is witnessing untroubled growth owing to a young population, an increase in disposable incomes, which is leading to increase in consumption and thus the speedy growth in organisation retail.Characteristics to manifest fashion in clothing marketClothing is one of the codes for reading society. Selecting the right vesture is the offshoot and foremost step in creating an overall style statement. The fashion magazine s and the fashion shows are of great help determining what is chosen or not.3Fashion is manifested by constant change in form where the function remain constant. In clothing market, fashion is always change by consumers buy motivation instruments and decision making process.In Bangladesh, the fashion clothing is manifested by the disparate ways of thinking, social free radicals, and motivation factors etc. the culture of fashion is inextricably linked to a place or social senses to a community and in clothing market. Fashion is concerned, time and space matter. The fashion market is apposite for exploring the problem posed by market conduct as it disturbs to creative thinking. The fashion industry is manifested in several ways. The external sociological factors create crooks on customer such as family, friends, neighbor, other loose and noncommercial sources, social class and cultural and subcultural memberships.Demographic characteristics will go both the type of clothing that soulfulnesss will consume fashion4 maturate this remains one of the main determinants of peoples buying behaviour despite social changes which have taken place, such as the slump in puerile fashion.Gender also an important factor affecting a persons choice of clothing, gender remains important since there are very a few(prenominal) genuinely unisex fashion item even jeans are announce as either feminine or mascu enclosure.Occupation clothing low animateness be chosen to reflect ones professional status and choice of buying. economic science circumstancesSocial classConsumer motivationConsumer motivation is an internal state that derives person to choose and buy products or services which fulfill apprised and unconscious zest or implys. The fulfillment of those demands fuel then locomote them to make a repeat acquire or to find distinguishable goods and services to better fulfillment those desires.5In Bangladesh, the fashion clothing market depends on how necessary a barter for is to an individual his motivational directs may vary from low to high. Motivational factors include familiarity with purchase, status factors and overall expense and value.The hierarchy of submits of Maslow (1970) provides a framework within which to explore the region that fashion plays in driving and motivating.Maslows hierarchy of needsPhysiological needsPhysiological needs are those required to sustain look. These is prompt the purchase of a winter coat in winter season by a person. This model may appear slightly out engagement in todays fashion society continually consumers are finding it easier to get together this lower level need leading to greater emphasis being placed upon how they are viewed in fashion society.Safety needsThese relate to both physical and emotional safety, although this may in general be a minor issue for fashion marketers. Some purchases will lead a high level of safety consciousness, such as victorious into account the flammabil ity of children nightwear. hither consumers feels to purchase good garments.Social groupsConsumer social needs includes love, affection, belonging and acceptance fromGroupsFamilyRoles and statusSocial needs can handle a powerful lick on fashion purchase, as is exemplified by the complex issues involved in the teenage purchase of T-shirts.6Esteem needsThis implies the need for recognition from others. Prestige or the wish to enhance consumers spirit is a motivating force across the whole fashion spectrum, from track fashion to haute couture.7Need for self-actualisationThis is often interpreted as the expression of creativity or some type of spiritual fulfillment. The fashion consumers can be observed by this motivational force at work in both the creative dresser. Consumer suffers the highImage enhancementSocial singularityImportance of fashion in peoples livesFashion seems to be ubiquities and a eonian dimension of human behaviour. Fashion is revolutionary delight for consu mer. Fashion is something which is special we deliberate with everyday. Clothes create a wordless means of communication that we all understand.8Express character Fashion is a way by which consumers can express their personality. So it is easier to judge and realize others personality by the help of fashion.Social singularity people always seek to be unique. It is easier to express or act uniquely if one strongly maintain admit fashion avoided criticism.Image enhancement fashion is important because it allows consumers to externalise the image that they want others to see. Consumer can enhance their beauty by clothing fashion clothes.Spread culture Fashion play an important interpreter in our culture. In Bangladesh, women think of saris sari is not only purposeless in Bangladesh these days but others countries such as Mexico and African people love to wear saris to get the feel of Indian subcontinent culture.Increasing overconfident Fashion is required to make the consumer feel the best. When somebody wears fashionable clothes that fit his or her properly and it can add a bring forward of confidence.Position in society fashion is required to make dapple the consumer in his or her society. Fashion clothes increases the social status of a consumer who wears fashionable clothes.Fashion has become a part of our life. Nobody can remain untouched without fashion. People must have some idea and kind of fashion to show their existence in present society. It is very important at all the time and no one gear think or stay without fashion whoever is conscious.Task 2Problem statementWhat is the section of celebrity and peer pressure in the adoption of fashion clothing?What are the stimuli for purchase?What is the role played by the rush media?Adoption of fashion fashion adoption is an important idea in the fashion industry. Fashion is defines as a style of clothes or behaviour in the latest style. Fashion adoption is not related to age, education or marita l status, i.e. demographic variables, but is reverse with fashion purchasing, magazine, readership, and frequency of shopping for clothes.Role of celebrities in the adoption of fashion clothingCelebrities have greatly biasd consumers in this decade. International stars like Medona, Beyonce and Sara Jessica Parker have become more influential role models for customers.Celebrities provide role models by which people can judge themselves and can be used as images to which they can aspire.9 injury awareness celebrities create blur awareness among consumers and peoples life style.Fashion image fashion image relates consumers perception virtually fashions favorable, unique, and strong related associated that fashion products might benefit from. Celebrities help consumers for enhancing their images.In fashion, consumers add up a certain norm in order to get the majority style of trends. Celebrities take place the eye of the world updating on what fashion they have adopted.New trend l atest fashion trends are always started on what fashion clothes are worn by the celebrities and models.Enhance uniqueness celebrities always have their own identity in creating their own style of fashion. So consumers try to make self uniqueness learning the celebrities life.Role of peer pressure in the adoption of fashion clothing ally is generally acknowledger siblings or friend.10They are some people that an individual keep in mind when making a purchase. Peer groups are important because they inform and make individuals aware of specific products and defect for adopting fashion.Peer influence on the attitudes, thoughts, and actions of an individual.Peer influence on products purchase decision.Encouraging the person to change their attitude and help to get the clean fashion.Peer pressure is probably the strongest influence on adolescent sign choices which is symbolic good for clothes and adoption fashion.11StimuliStimuli Stimuli are events in milieu that influence behaviour.1 2Consumer buying behaviour is influenced by numerous factors. Decision making questions such as what, why, how, where and when consumers buy are influenced by three major conditions.Stimuli for purchase are a mechanism to bring into entropy the four different images of self defined by Freud. Freuds surmisal of personality is ground on the idea that much of consumer behaviour in fashion is dictated by forces outdoor(a) awareness. Personality stereotypes may change overtime.13There are three levels of awareness conscious mind, preconscious mind, subconscious mind.14The idThe id is the Freudian structure of personality that consists of unconscious nature.15This id is conceptualized as a warehouse of primitive and impulsive drives.Here consumer has no real perception reality and seeks to satisfy his or her needs.The superior egoThe super ego is conceptualized as the individuals internal expression of societys object lesson and ethical codes of conduct. In this stage the individ uals satisfies needs in a socially acceptable fashion.The egoThe ego is a consumers conscious control. The ego is found on the reality principle.16The ego functions in the conscious, preconscious, and unconscious mind.Freuds personality theory of consumer personality believe that customer drives are largely unconscious and that consumers are primarily unaware of their true reasons for buying fashion products what they buy.The role of mass mediaThe mass media, including all types of TV channels, radio, paper, nakedspaper always play a alert role in our modern fashion life. They have changed our life very much.Mass media affects consumers fashion by showing celebrities fashion life, fashion shows etcMass media have a great contribution to shape consumers ways of thinking.Mass media increases our awareness about fashion by when we watch on TV, radio.Task 3Problem statementFashionable products often have difficulty remaining fashionable. This question addressesHow do fashion based co mpanies deal with changing customer profiles for their products?Who are the innovators and early users of fashion products?Explain the role of COO ( field of origin) effect in relation to fashion design and outsourced manufacturing?What influence does quotation group theory have on the possession and smear fashion goods?Ways to deal with changing profile customerFashion based companies need to deal with their changing profile customer for their actual and new products. These companies should consider ways to grow the fashion market via alert and new products, in existing and new markets.Market penetration (existing market and existing product)This dodge is seeking a larger market carry on in a market in which organisation has already offerings.17Attracting buyers of competing offerings(fashionable product) stimulating fashion product trial among potential customersProductExisting newFashion Market penetrationFashion Product developmentFashion Market developmentFashion diversif ication ExistingMarketNewFig 4Ps of marketing mixProduct development ( existing market ands and new product)Fashion companies create new offering for existing fashion markets.Product augmentation- enhances the value to customer of existing fashion clothes.Product line extension- broad the existing line of offering by adding different trend, sizes, forms, colors etc.Fashion market development (new market, existing product)Fashion companies are introducing its existing offerings to customers than other those that the fashion partnership is currently serving.Carefully consider competitor strengths and weakness and competitor relation potentialModification of the prefatory offeringChange in sales effort and advertisingDiversification (new market, new offering)Fashion companies can develop of offerings new and introduce those offerings to new customers not previously served by these organisations.Growing trend in upstart years.Fashion companies also include quest factors to deal wit h customersBranding spatial relation is how a product appears in relation to other products in market.18Brand can be positioned against competitors check.Observational lookIt is a social research technique that involves the direct observation in natural setting. It is very pliable to researchers because they can change their approach whenever they want. Fashion based company can deal with this strategy by researching the actual wants and needs of customer.19CRM (Customer relationship management)CRM strategy helps the fashion based companies improve the profitability of their interaction with customers. To succeed with CRM companies need to match products and campaigns to prospects and customers life cycle. Fashion companies can gather customer grantive information by CRMMarket analysisFashion companies should analyse the market by following dimensionMarket sizeMarket growth rateMarket profitabilityDistribution channelTrendKey factor successDecisionFashion based company always ne ed to deal with present customer and also they want to cope the new customer or competitor customer. to increase the customer growth rate, company should make perfect strategy for staying core customer and changing fashion image of organisation.Innovators of fashion productsInnovators are early users of fashion products. The adoption process begins with a tiny numbers of visionary, imaginative innovations. They are the first base individual to adopt an innovation.Innovators are20Willing to take riskYoungest in ageHave the highest social statusHave great financial claritySocialClosest contact to scientific sourcesto a greater extent cosmopolitanMore self confidentBetter educatedMore active outside of their community, etc.Early users of fashion productsEarly users are the second speedy category of individuals who adopt fashion products.Early users areYounger in ageHigher social class or status considerably educatedSocially forward than late adoptersReliant on group norms and values than innovators.More likely to be opinion leaders because of their windup affiliation groups.Country of OriginCountry of origin is the country of manufacture, achievement or growth where products comes from.21Role of COO effect in fashion designDifferentiating products from the competitors22Impact on consumers quality perceptions of products brand image, brand personality, brand associations, communication messages influence the perception of customers about the quality of a brand.23 gustatory sensation for and willingness to buy productsEffect of affinity and animosity toward the country of origin country associations do lead to customer bias. Such bias is based on the image of the country in customers minds. Economy, technology, wealth index, regulatory mechanisms, government, business score of any country makes up the image of a country on the customers mind.Consumers product paygrades and choice The very reason a company indulges in branding is to assist customers in makin g purchase decisions by providing cues on quality, credibility and value about a product.Effect of country-of-associationConsumers state of familiarity about the product As the COO information is available, consumers will view it as relevant information and deliberately use it in their evaluation of products.Whether fashion clothing is considered as luxury good to the consumersExert its influence on product judgment.24Role of Country of Origin (COO) in outsourced manufacturingDecrease in production costs25FlexibilityTechnological advantagesUse of advanced skills global competitionReference group theoryA reference group is group of people (or even one person) which provides a point of affinity or reference for the consumer in the formation of values and attitudes, which in convolute affect buying behaviour.26Reference-group theory asserts that peoples self-evaluations are determined not only by their objective position but also by their rest relative to specific persons with whom they compare. Because an individuals self-evaluations can rise or fall depending on which group he looks to when making comparative judgments, specifying the conditions under which people select one or another comparative reference-group would appear to be vital to a more complete elaboration of reference-group theory.27 acts of reference group theory on the possession and brand of fashion goodsReference group influence has been treated as a multinational construct based on the assumption that influence can occur for different motivational reasons. The two types of social influence systems areNormative social influence it is the desire to confirm to the expectations of another person or group.28Informational social influence it is an influence to accept information obtained from another as evidence about reality.29Influences of reference group theory areInfluence on marketing studiesInfluence on the attitudes of those individuals who apply it as a reference point for evaluating thei r own fashion.30Influence on consumers evaluation, aspirations, or behavior31Influence on product selection, brand evaluation and choice, brand loyalty, and perceptions of product quality.Reference groups can be critical source of brand meaning. Consumers use reference group as a source of information for adopting fashion.Consumers may form self brand connections to the brands used by reference groups to which they belong.Consumer may avoid associations derived from groups to which reference groups do not belong.Task 4Problem statementBased on where Freeway Fashions are positioned in the market, what forms of market research would you recommend they use in order to stay up to date with cutting edge fashion trends?How you would derive your customer sample frame(s) and what might they be asked? How would you deal with trade and retail opinion?What forms of additional non customer research would you recommend to the company? Should Delphi method type research techniques be consider?Re search method for freeway fashion LtdFreeway fashion ltd was born in September 2007.freeway fashion designed and manufactured David Holloways designs for sale at a range of specialist high and retail outlets and also created designs for mid market outlets on a commission basis. The economic regression began to affect the fashion industry and Davids second year was no lucrative as first years. The two reasons for declined the profit are people were more careful in their purchase and Davids design was attracting only a different types of people.From the above evaluation of positioned market of Freeway Fashion ltd, I have to recommend following research method for this fashion company to stay up to date with cutting edge fashion trends. Consumer researchers today use two different types of research methodologyQuantitative researchIt is descriptive in nature and is used to by researchers to understand the effects of various promotional inputs on the consumer, thus enabling researchers to look for the consumer behaviour.32Freeway fashion ltd enable to predict the consumer demand by using quantitative research method. This method consists ofexperiments, succeed techniques,and observationQualitative methodQualitative research method includes shrewdness interview, focus group, metaphor analysis, collage research and projective techniques. Freeway fashion ltd serve up this techniques by highly trained interviewer. This method helps to find out new ideas, develop promotional strategy.34The major steps in the consumer market research include35Define the objectives of research it is first and difficult step for Freeway Fashion ltd to carefully design the objective. Objectives help to define the type and level of information needed.36To segment the market for Freeway Fashion ltd offeringsTo assess consumers attitude towards this organisation services and qualityCollecting secondhand data secondary data includes both external and internal data. It can be obtained cheap ly. Freeway fashion ltd should collect the data from buyer and also from external fashion consumer market.The sources of secondary dataInternal sourcesGovernmental sourcesPeriodicals, magazines, booksCommercial data invention primary research if Freeway fashion ltd needs descriptive information then it undertakes quantitative method.If this organisation needs new ideas such as positioning or repositioning of fashion clothing then it undertakes qualitative research.