THE CONSUMER OF FASHION
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PRODUCT DEVELOPMENT
Clothing is typically designed and produced with a
specific target customer in mind.
Knowledge concerning what the customer eats, where they
live, what they drive, where they holiday, etc. and how
these habits relate to their lifestyle and value system is
relevant and essential information when designing and
producing apparel.
MARKET SEGMENTS
There are many different types of fashion consumers, separated by a variety of
characteristics:
Age
Occupation
Income
Education
Lifestyle
By separating consumers into segments, fashion producers and retailers are able to make
more reliable and economical decisions about what to offer their customer. Both
demographics and psychographics are used by professionals to gather and analyse
consumer data to assist them when making business decisions.
DEMOGRAPHICS INCLUDE: A FOCUS ON OBJECT CHARACTERISTICS
OF A POPULATION
Age: Fashion designers, manufacturers, producers and retailers ensure their styles cater to a specific
age group.
Occupation: Apparel is being produced which is suitable for workplace attire, expanding career
dress departments.
Education: Individuals with higher formal education earn substantial incomes, education determines
one’s income level and therefore influences their apparel needs.
Income: Socioeconomic status and social class impact price point and merchandise quality. Two
income households have higher incomes.
Geographic Location: Where one lives affects clothing needs; environmental and climate changes
contribute to clothing choices.
Population: Fashion manufacturers study population distribution to see if there is an abundance of
any particular age group in a particular area. If there is a high birth rate than there is a need for
infant clothing.
FAMILY LIFE CYCLE
People are categorized according to their place in the
family life cycle and is another means by which fashion
producers and retailers determine customer needs.
Each stage in the life cycle is met by different clothing
needs.
Review the Family Life Cycle in Relation to Clothing Needs
and Resources for a better understanding.
PSYCHOGRAPHICS INCLUDE: A FOCUS ON SUBJECTIVE
STUDY OF A POPULATION’S CHARACTERISTICS
A psychographic study will typically isolate a consumer group's motivations to buy or consumption
patterns by considering:
Personality
Ethnicity
Attitudes
Life style
Interests
Opinions
For example, when considering age and consumer needs, not all female twenty year olds are the
same. Some twenty year old women are raising a family, while others are working, and still others
are involved in post secondary education. The fashion needs and discretionary income of each of
these specific groups is very different.
CONSUMER BUYING MOTIVES
Price
Quality
Label/Prestige
Some reasons for buying a product are rational and others can be emotional.
Fashion merchandise has the ability to appeal to an individual's emotional motives for
buying, especially when status and prestige are connected to the product
Some consumers purchase clothing based on quality, durability of material,
laundering method, and price point.
Such considerations are termed rational motives. As well, this consumer is not
influenced by trends but rather by the way the garment looks and fits the body.
Designer names and labels do not influence this consumer. Retailers who offer private
label merchandise cater to this market segment as do manufacturers who specialize
in knockoffs
SOCIAL INFLUENCES ON A FASHION CONSUMER:
Mink Rath, Bay, Petrizzi, & Gill (2008, pg. 188) have
defined social influence as:
. . . the information or pressure that an individual, group,
or type of media presents or exerts on consumers.
SOCIAL CLASS:
In relation to fashion, one of the major social influences is social class or socioeconomic status (SES).
Studying and understanding the values and characteristics of the different social
classes is yet another tool by which to target one's customer.
Canadian and American population is categorized into: upper, middle, and lower
classes. (can be subdivided into more specific groupings)
Social class is hierarchical and often depends on level of opportunity and prosperity.
In fashion, each class exhibits specific clothing behaviour. For example, the upperupper class who have inherited their wealth, dress in a very understated and elegant
manner. Cost, trendiness, and visible labels are not important to this consumer group.
In contrast the lower-upper class counterpart; they are referred to as the nouveau
riche (new rich) and although cost may not be important, the label is everything.
Diamond & Diamond (1997).
THE AVERAGE CANADIAN CONSUMER:
Most Canadians fall into the middle class.
For the purpose of marketing is segmented into the upper-middle
class and lower-middle class.
Such segmentation is important because each segment exhibits
different consumer and spending behaviours.
For example, although the upper-middle class prefer designer
labels and fashion forward merchandise (Diamond & Diamond,
1997, pg. 71), they will also shop at off price stores such as
Winners and T.J. Max.
FURTHER EXAMPLES:
Donna Karan satisfies this consumer group with her DKNY
line as does Perry Ellis with the Perry Ellis Portfolio line.
Isaac Mizrahi followed suit with his Isaac label as did
Giorgio Armani with his Mani label.
These lines pay attention to silhouette and garment design
yet are lower priced, thus satisfying this group's cautious
nature towards money and appetite for status labels.
SOCIAL CLASS CONTINUED
The lower-middle class purchasing behaviour tends to focus on merchandise of lesser
quality.
This consumer group purchases mass produced items while the upper-middle class
purchases both RTW and mass produced apparel.
The lower class is again divided into the upper-lower class and the lower-lower class.
Upper – Lower Class = price is extremely important and hence clothing purchases
are typically made at value discount retailers such as Wal-Mart, Zellers, and off
price stores.
This consumer group purchases fashion items, these purchases are made when the
fashions have reached their lowest price.
This consumer group is also the target for the Shopping Channel where inexpensive,
lower quality items are available.
Lower-lower class = survival over fashion; clothing is purchased out of necessity
rather than want or desire.
FASHION AND CONSUMER RESEARCH:
Research Process:
1. Identify the Problem: develop and define the problem, refine the problem; often the
problem is written as a question.
2. Data Collection: Data may be gathered from two possible sources; primary sources and
secondary sources. Typically in the fashion industry, secondary sources are examined first, as
this approach is more cost effective. Secondary data are typically available from the
following sources:
Company records and archives including sales reports, price point analyses, product returns,
etc.
Government agencies such as Statistics Canada
Trade associations such as the Canadian Apparel Association
Periodicals such as Style (the Canadian trade publication) and Women's Wear Daily, WWD
(the American trade publication).
RESEARCH PROCESS CONTINUED:
Questionnaire:
The questionnaire method collects data via personal interview, telephone interview, or by mail. The
method used is dependent on market size and location, and how quickly a response is required. When
developing a questionnaire the following must be considered:
The length of the form should be brief, 5 minutes to complete
Appropriate language must always be used. Avoid the use of slang and technical language.
Specific language, not general language should always be used. Avoid words such as usually and
generally.
Questions should contain a single idea. In other words avoid asking two questions together.
Avoid developing questions which will give only a yes or no response. This information is not useful.
Questions should be ordered in a sequential manner so that there is a flow from one question to the next.
Whenever possible provide choices for possible answers so that the data collected does not require
interpretation.
Always include demographic questions.
Always provide specific directions.
OTHER METHODS:
Focus Group
The focus group method collects data by recording information from a small group or
panel of people (ten to fifteen people).
This data collecting method is becoming more popular as it produces reliable results
for manufacturers, fashion producers, and retailers.
Typically the focus group will evaluate promotions and advertising campaigns,
customer service, addition of a fashion item to the store's merchandise mix, addition
of another manufacturing line such as knockoffs, etc. and their responses are
recorded or videotaped.
The important part of using focus groups is the composition of the group and the
competence of the recorder/moderator.
OTHER METHODS:
Observation
Through the observation method one can make some judgments about consumers'
fashion preferences.
The fashion section of a newspaper will often report on who wore what to a major
event.
Manufacturers and fashion producers will often use the observation method to
conduct fashion counts which determine what people are wearing.
For example, a count that focuses on women's skirts may find that women are wearing
shorter skirts with a straight silhouette than longer skirts. A manufacturer may decide
to conduct a count that focuses on colour direction.
RESEARCH PROCESS CONTINUED:
3. Sampling: Once you have determined the appropriate methodology for your study, you
must determine the number of responses you require in your sample and the sampling
technique you will employ. It is essential that the sample selected be truly representative of the
market group being studied. The different sampling techniques used by researchers are as
follows:
Random Sampling: This sampling technique means that every individual in a predetermined
group has an equal chance of being selected.
Non-random Sampling: This sampling technique is similar to random sampling except the
sample is restricted. For example, you may choose to collect data from retail establishments
who sell merchandise at a price point of greater than $800.00.
Area Sampling: This sampling technique might restrict data being collected from retail
establishments which fall within a predetermined boundary.
Once the sampling selection has been determined the data collection process can begin.
RESEARCH PROCESS CONTINUED:
4. Data Analysis: Once data has been collected it is analyzed, summarized, and
conclusions are drawn.
It is imperative that the data be tabulated and analysed without bias.
Data analysis is an extremely important step in the research process because the
conclusions drawn from such an analysis will determine the direction in which the
manufacturer, fashion producer, or retailer wishes to move.
Because costly business decisions are made based on the analysis of the data, a
report is typically written which outlines all the stages of the study and possible
options.
Charts, graphs, and other supporting materials are typically included in such a
report.