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fashion customer case study
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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 ?