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    Madhu Kumari Vaswani
    The document analyzes consumer behavior and preferences related to modern fashion wear. Some key findings include: - 67% of consumers buy fashion items monthly, while 25% buy seasonally and 8% every 3 months. 56% wear items daily. - 57% of consumers are aged 14-25 and in a university/college setting. 66% of males and 92% of females value nice fits and brand image. - Instagram and Facebook are the most used social media platforms, used by 80% of consumers. Influencers impact 46% of brand discoveries. - Top preferred brands are Outfitters, MEME & Break out. In-store experiences and variety/styles drive brand loyalty

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    Download as XLSX, PDF, TXT or read online from Scribd

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    Uploaded by

    Madhu Kumari Vaswani
    10 views7 pages
    The document analyzes consumer behavior and preferences related to modern fashion wear. Some key findings include: - 67% of consumers buy fashion items monthly, while 25% buy seasonally and 8% every 3 months. 56% wear items daily. - 57% of consumers are aged 14-25 and in a university/college setting. 66% of males and 92% of females value nice fits and brand image. - Instagram and Facebook are the most used social media platforms, used by 80% of consumers. Influencers impact 46% of brand discoveries. - Top preferred brands are Outfitters, MEME & Break out. In-store experiences and variety/styles drive brand loyalty

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    The document analyzes consumer behavior and preferences related to modern fashion wear. Some key findings include: - 67% of consumers buy fashion items monthly, while 25% buy seasonally and 8% every 3 months. 56% wear items daily. - 57% of consumers are aged 14-25 and in a university/college setting. 66% of males and 92% of females value nice fits and brand image. - Instagram and Facebook are the most used social media platforms, used by 80% of consumers. Influencers impact 46% of brand discoveries. - Top preferred brands are Outfitters, MEME & Break out. In-store experiences and variety/styles drive brand loyalty

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
    10 views7 pages

    Data Adding

    Uploaded by

    Madhu Kumari Vaswani
    The document analyzes consumer behavior and preferences related to modern fashion wear. Some key findings include: - 67% of consumers buy fashion items monthly, while 25% buy seasonally and 8% every 3 months. 56% wear items daily. - 57% of consumers are aged 14-25 and in a university/college setting. 66% of males and 92% of females value nice fits and brand image. - Instagram and Facebook are the most used social media platforms, used by 80% of consumers. Influencers impact 46% of brand discoveries. - Top preferred brands are Outfitters, MEME & Break out. In-store experiences and variety/styles drive brand loyalty

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
    of 7

    Table 1

    Modern Fashion Wear Frequency of Buying


    Monthly 67%
    Seasonal Buying 25%
    After every 3 months 8%

    Modern Fashion Wear Frequency of Wearing


    Daily 56%
    2-3 times in a week 23%
    Fortnightly 21%

    Age between 14 & 25


    University & College Setting 57.00%
    Office Attire
    Events & Parties

    Male
    Valued factors like nice fits, quality, brand image, and a range of colors, 66%
    Good prices, affordable with quality 34%

    Female
    emphasized the significance of nice fits, comfort, brand image, various prin 92%
    prices as first priority than other factoirs 8%

    Media Usage

    Brand Discovery Factors


    Influencers and social media platforms 46%
    Physical Stores & Outlets 38%
    Through WOM , FnF 16.66%

    High Usage Social Media Platform for Modern Fashion Wear


    Instagram & Facebook 80%
    Snapchat, TikTok and Pinterest 20%

    Preferable Brands
    Outfitters,MEME & Break out 100%
    Eden Robe & Diner's 73%
    Cambridge , Furor & Levis 20.80%
    Salt & LAMA & Saphhire and ethnic west , Mantra 31.25%
    Influential Digital Media Content
    Influencer posts, reels, and brand sale announcements on Instagram and 71%
    Brand campaigns, model representations, and broader social media activi 29.00%

    Purchase Influence by Social Media Advertisment


    Yes , Impacted their purchase decision 75%
    No, rely more on look and feel concept , product trial 25%

    Impact of Ad on Purchasing Modern Fashion Wear


    Yes 75%, underlining the persuasive impact of these platf
    No 25% remain unaffected& preferring hands-on experie

    Consumer Experience & Loyalty

    First thing to notice while visiting Physical store


    Storeplay Display & Window Arrangement 73%
    Sales Promotion 63%
    Attitiude of salespersons 52%
    Signage & Brand Logo 71%

    Brand Loyalty Factors


    highlight the importance of an enjoyable in-store experience with helpf 73%
    loyalty stems from a brand's wide variety, styles, prints, and how it res 27%

    Brand Purchasing Preferences Online vs Offline


    they value convenience, smooth purchase process, and reliable shipping 55%
    trust in the online platform, leaning on customer reviews and ratings for 45%
    They prefer physical stores due to the opportunity to physically engage 99%

    Price
    6000 to 8000 pkr 64.00%
    2000 to 6000 pkr 15.00%
    10000 to 15000 pkr 21%

    Perception of MEME
    Due to sales promotion visited the store and bought few collection as s 59.00%
    Good Social media presence, nice styles , comfort fits , variety and ranges 41.00%
    First Learn about MEME
    WOM, particularly from FnFs, notably during recent clearance and Blessed 68.70%
    sponsored ads and visiting physical stores, indicating the influence of bo 31.25%

    Advertisment Strategies
    Innovative Designs & Captivating Visuals 47.90%
    Art of Storyteling 55%
    Inclusivity of presenting diverse body types and cultures 31.25%
    Clear CTA & Tailored Content 20.80%

    How MEME can perform well?


    Advertisement showcasing unique styles , comfort fit, quality clothes 28%
    the influence of positive WOM or good reviews from friends or online sour 23%
    positive in-store experience with engaging salespersons and ambiance 11%
    personal style alignment, expressing that MEME's fashion 9%

    Awareness Level of Sleepwear Category


    No 73%
    Yes,discovered while browsing physical stores and exploring online platf 27%

    Suggesting Promotional Strategies for sleepwear

    Influener Led Campaigns


    Targeted Advertising
    Balance between quality and affordability
    Mall Promotion Campaigns and Discounts

    Suggestions for overall MEME

    Interactive social media campaigns, collaborations, and improved social media presence emerged, aiming to target younger de
    Recommendations included running contests, showcasing success stories, and creating behind-the-scenes content to illustrate
    Consumers highlighted the need for improved sizing options, energetic store staff, and increased hype for MEME. While many

    Important factors for choosing sleepwear & activewear

    Soft, breathable fabrics that promote air circulation for a cool and dry sl 37.50%
    loose-fitting designs and tagless styles to prevent discomfort during sleep 12.50%
    comfort stood alongside price as crucial factors in choosing sleepwear 50%

    Sleepwear purchase frequency


    monthly frequent purchases reported due to to style updates or preferenc 21%
    Every six months 17%
    every three months, due to prioritizing durability or less frequent shop 63%

    Places to buy sleepwear&activewear

    Branded Sleepwear and Activewear 31.25%


    Local city places like play house or zainab market 68.75%

    Switching to other economical brand?

    No,They perceive local marketplaces to offer similar attributes in economi 31.25%


    Yes,prioritized brand-specific features like quality, variety in styles, sizes 68.70%

    Suggetsions for MEME brand awareness

    interactive social media campaigns, collaborations, and better targeting 58.30%


    No suggestion due to lack of awareness 41.66%

    Consumer Journey for Purchasing modern wear

    Reviewing brand details but transition to casual visits after trying products.

    Brand Purchasing Online or offline Preferences

    offline as well as online is prefered due to convenience, ease of purchase 40%


    physical purchases are preferred due to the ability to physically inspect 100%

    Recommendations,Word-of-mouth referrals and alignment with personality 52%


    personality of brand shown in social media,value for money , alongside po 60.10%
    Age between 23 & 33 Age between 26 & 40

    56.00%
    14%
    rsuasive impact of these platforms.
    & preferring hands-on experiences and product trials over relying on online content alone.
    d, aiming to target younger demographics.
    he-scenes content to illustrate clothing versatility
    hype for MEME. While many expressed a likelihood to recommend MEME,

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