Scribd Logo
Upload

Welcome to Scribd!

  • 33 views

    Case Study On The Fashion Customer

    Uploaded by

    anil14bits87
    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.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Case Study On The Fashion Customer

    Uploaded by

    anil14bits87
    33 views18 pages
    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.

    Original Description:

    Case analysis _The fasion customer

    Original Title

    The Fashion Customer _Grp 03

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    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.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    33 views18 pages

    Case Study On The Fashion Customer

    Uploaded by

    anil14bits87
    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.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 18

    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 ?

    You might also like