fashion customer case study

1. Case Study On Fashion
Customer
By Neha (010)
Mamta (012)

2.  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

3. Different types of Fashion
customer….
 Fashion enthusiast
 Style seeker
 Classic
 Timid
 Uninvolved
Market Share
fashion
enthusiast
style seeker
classic
timid
uninvolved
29%
21%
12 %
8
%
30
%

4. Based On These Questions
 Who she is ?
 Her life style ?
 What influences her ?
 Where she shops ?

5. 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

6. 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

7. 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

8. 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

9. 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.

10. 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

11. Personal
 Unique to a particular person.
Demographic Factors.
Gender, Race, Age etc.
 Young people purchase things for
different reasons than older people.

12. Psychological
Psychological factors include:
 Motives
 Perception
 Ability and Knowledge
 Attitudes
 Personality

13. Social Group
 Opinion leaders
 Roles and Family Influences
 Reference Groups
 Social Class
 Culture and Sub-culture

14. 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

15. 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

16. 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

17. What role might consumer
involvement and self image play
in purchase decision among these
segments ?