Week Three - September 10

The Powerful Consumer

Does the designer or the consumer determine the direction that fashion will take?

In the past, designers have dictated the direction of fashion like...dictators.

1947 - Dior's New Look

Sometimes designers dictate a look that consumers reject:

Midi skirts  - the 1970s

Gaucho Pants

Skirts for men

To understand what consumers want it is necessary to understand what motivates the to buy.

Market Segmentation

1. Demographics

- Age

- Occupation

- Family Life Cycle

•young unmarried •newly married • full nest I • full nest II • full nest III • empty nest I

•empty nest II • sole survivor I • sole survivor II

- Geography

- Education

- Income

2. Psychographics
 Personality, lifestyle, ethnicity, attitudes, interests, opinions

3. Buying Motives - Rational vs Emotional

• purchase purpose

• product benefits

• usage level and commitment

4. Sociology

- Social classes -

• upper upper

• upper

• upper middle

• lower middle

• upper lower

• lower lower

(Further reading - here and here)

Diverse and Changing Markets

Market Research

-Surveys

- Consumer Panels

- Focus Groups

- Consumer Databases

- Electronic Feedback