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Case Study On The Fashion Customer

This document summarizes a 1990 study that identified 5 customer groups for fashion: Fashion Enthusiast, Style Seeker, Classic, Timid, and Uninvolved. It provides details on the characteristics and shopping behaviors of each group. Fashion Enthusiasts are status-conscious and not price sensitive. Style Seekers are trend-focused and price sensitive. Classics prioritize quality and timelessness. Timids are fashion-aware but unsure of their tastes. Uninvolveds are uninterested in trends and shop primarily out of necessity. The document also discusses factors that influence consumer buying behavior like personal, psychological, and social factors.

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60 views18 pages

Case Study On The Fashion Customer

This document summarizes a 1990 study that identified 5 customer groups for fashion: Fashion Enthusiast, Style Seeker, Classic, Timid, and Uninvolved. It provides details on the characteristics and shopping behaviors of each group. Fashion Enthusiasts are status-conscious and not price sensitive. Style Seekers are trend-focused and price sensitive. Classics prioritize quality and timelessness. Timids are fashion-aware but unsure of their tastes. Uninvolveds are uninterested in trends and shop primarily out of necessity. The document also discusses factors that influence consumer buying behavior like personal, psychological, and social factors.

Uploaded by

anil14bits87
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Case Study On The

Fashion Customer
Group 3:
MP13009 Anil Kumar
MP13023- Chandra Shekhar Mishra
MP13028- Jaydeep Bagchi
MP13033- Manoj Kumar

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 seeker
Market Share
Classic
8
%
Timid
fashion
enthusiast
12 %
Uninvolved
style seeker
30
%

21%
29%

classic
timid
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, shes 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 theres a sale

Uninvolved
She

is uninvolved because shes


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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