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    Case Study On Fashion Customer: by Neha (010) Mamta

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    kerry
    The document summarizes the findings of a 1990 fashion study that identified 5 customer groups based on their views of fashion and shopping: 1) Fashion enthusiasts are status-conscious and keep up with the latest looks, shopping at specialty stores. 2) Style seekers seek the latest trends but are price sensitive, shopping at department stores and boutiques. 3) Classics prioritize quality and timelessness, occasionally updating their wardrobes. 4) Timids are unsure of their taste and influenced by store displays and friends when shopping at department stores. 5) Uninvolveds are uninterested in fashion and shop based on need at broad department stores.

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    Case Study On Fashion Customer: by Neha (010) Mamta

    Uploaded by

    kerry
    23 views18 pages
    The document summarizes the findings of a 1990 fashion study that identified 5 customer groups based on their views of fashion and shopping: 1) Fashion enthusiasts are status-conscious and keep up with the latest looks, shopping at specialty stores. 2) Style seekers seek the latest trends but are price sensitive, shopping at department stores and boutiques. 3) Classics prioritize quality and timelessness, occasionally updating their wardrobes. 4) Timids are unsure of their taste and influenced by store displays and friends when shopping at department stores. 5) Uninvolveds are uninterested in fashion and shop based on need at broad department stores.

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    The document summarizes the findings of a 1990 fashion study that identified 5 customer groups based on their views of fashion and shopping: 1) Fashion enthusiasts are status-conscious and keep up with the latest looks, shopping at specialty stores. 2) Style seekers seek the latest trends but are price sensitive, shopping at department stores and boutiques. 3) Classics prioritize quality and timelessness, occasionally updating their wardrobes. 4) Timids are unsure of their taste and influenced by store displays and friends when shopping at department stores. 5) Uninvolveds are uninterested in fashion and shop based on need at broad department stores.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    23 views18 pages

    Case Study On Fashion Customer: by Neha (010) Mamta

    Uploaded by

    kerry
    The document summarizes the findings of a 1990 fashion study that identified 5 customer groups based on their views of fashion and shopping: 1) Fashion enthusiasts are status-conscious and keep up with the latest looks, shopping at specialty stores. 2) Style seekers seek the latest trends but are price sensitive, shopping at department stores and boutiques. 3) Classics prioritize quality and timelessness, occasionally updating their wardrobes. 4) Timids are unsure of their taste and influenced by store displays and friends when shopping at department stores. 5) Uninvolveds are uninterested in fashion and shop based on need at broad department stores.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 18

    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
    Market Share
     Style seeker
     Classic
    8 fashion
     Timid % enthusiast
    12 % style seeker
     Uninvolved 30
    % classic
    21%
    timid
    29%
    uninvolved
    Based On These Questions
     Who she is ?
     Her life style ?
     What influences her ?
     Where she shops ?
    Fashion Enthusiast
     she loves fashion
     Smallest segment of the market
     This women is a status conscious
    sophisticate with confidence in her taste
     To her , price is minor concern
     they 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 looks
     Price sensitive
     This women expresses herself through her clothes
     Full knowledge about where the best buys, the sales
    and the discount
     To some extent, she’s willing to sacrifice quality for
    quantity
     All media with information on the latest trends influences
    her fashion decisions
     She 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 carefully
     Occasionally updates her wardrobe
     Find the quality merchandise that appeals to her
    Timid
     Fully aware of the fashion world
     Represents highest percentage
     Biggest potential for new and increased business
     Unsure of her taste
     Her aim is to look fashionable and appropriate
    dressed
     Influenced by store display and friends
     She 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
    customer
     Fashion trends are not important to this woman
     Her spending reflects her priorities
     Her motivation to shop is the need for something
    to wear
     She 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
     Psychological
     social
    Personal
     Unique to a particular person.
    Demographic Factors.
    Gender, Race, Age etc.
     Young people purchase things for
    different reasons than older people.
    Psychological
    Psychological factors include:
     Motives
     Perception
     Ability and Knowledge
     Attitudes
     Personality
    Social Group
     Opinion leaders
     Roles and Family Influences
     Reference Groups
     Social Class
     Culture 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 seller
     When do they buy;
    time pressure
    sale
     They do not buy
    What role might consumer
    involvement and self image play
    in purchase decision among these
    segments ?

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