Description
Fashion forecasting is a global career that focuses on upcoming trends. A fashion forecaster predicts the colors, fabrics and styles that will be presented on the runway and in the stores for the upcoming seasons
Fashion Consumers
Identification & Analysis
Rational Motives
• • • • • • Price Care Serviceability Warranties Safety Effective during the Recession time. Value Formats works in ie Spinach, more, margin free • Value for money.
A Rational Motive Customer shopping……….!
Rational Shopping Merchandise @ 99 in 99 Zone
Emotional Motives
• • • • • STATUS Prestige Social Acceptane Emotionally Driven A significant number of consumer are willing to pay higher prices for the benefits of status.
Fashion Trends
Patronage Motives
• • • • • Purchase made on Net Cable TV Catalog These motives works because of the services price,attention;convenience,& mercahandise assortment.
Promotion Through Fashion Shows
Shopping Process
• • • • • • Stimulus………….. (Wedding Card) Problem Awareness Information Search Evaluation Of Alternatives Purchase Post Purchase Behaviors
Shopping Behaviour
• Blinkered Mode. Shopping is automatic,LOW VALUE, REPEAT PURCHASE. • Magpie Mode Distracted with Display, (Customer Seeking change)eg at Food. • Browser Mode.About products Attributes,Camparisons spl with high value items
The Self Concept Theory
………on how the Consumer perceives themselves. • Real Self person really is in term of ablity , apperarance, interest. • IDEAL SELF would like to be (merchandise help to attain their desired image. • Other SelfReal+other Self • Ideal other how a person like to be perceived by others.
Life style profiling
• Vals Segementation.Value & Lifestyle.
…Specific individual characteristics of each list what motivates these types,& describes the nature of the purchase they are likely to make.
Vals Segment
Segment Innovator Thinker Achivers Experiencer Characteristics High esteem, sophisticated Mature, Satisfied Goal,Lifestyle Family Young Motivation New idea, Tech open to new idea Image stability Variety Purchase Niche pdt Ser value pdt,Durable Estd,Prestige peers
fashion Merchandise. Familiar Pdt
Stylish basic Practical,Value Brands, Discount prices
Belivers
Strivers Makers Survivors
Conservative
TRENDY /Active Practically self sufficiently cautious
Ideal
Achievement Money Self expression tradional Safety
Demographics
• • • • • • • Population density Life expectancy (67.8) Age segment (40.2 % 20-44) The middle class Rural shoppers.70% House hold & House size. Changing profile of the shoppers
Age Group Segment
Classification Age Fashion need Character clothing Retail Patronage
Children Teenager
Young Adult Young middle age Older Middle aged elderly
Under 13 13-19
20-34 35-49 50-64 65 Over
Jinni& jonny, lilliput. Boot cuts low waist
Gap, reebok, nike Zod Reid and taylor,Bal colour plus Stiched,.. Tradional
Trendy
Career dress,sports Designer label, Still working clothes Functional Clothing
Other factors
• Income
• Education
Changes through Education
doc_826416356.ppt
Fashion forecasting is a global career that focuses on upcoming trends. A fashion forecaster predicts the colors, fabrics and styles that will be presented on the runway and in the stores for the upcoming seasons
Fashion Consumers
Identification & Analysis
Rational Motives
• • • • • • Price Care Serviceability Warranties Safety Effective during the Recession time. Value Formats works in ie Spinach, more, margin free • Value for money.
A Rational Motive Customer shopping……….!
Rational Shopping Merchandise @ 99 in 99 Zone
Emotional Motives
• • • • • STATUS Prestige Social Acceptane Emotionally Driven A significant number of consumer are willing to pay higher prices for the benefits of status.
Fashion Trends
Patronage Motives
• • • • • Purchase made on Net Cable TV Catalog These motives works because of the services price,attention;convenience,& mercahandise assortment.
Promotion Through Fashion Shows
Shopping Process
• • • • • • Stimulus………….. (Wedding Card) Problem Awareness Information Search Evaluation Of Alternatives Purchase Post Purchase Behaviors
Shopping Behaviour
• Blinkered Mode. Shopping is automatic,LOW VALUE, REPEAT PURCHASE. • Magpie Mode Distracted with Display, (Customer Seeking change)eg at Food. • Browser Mode.About products Attributes,Camparisons spl with high value items
The Self Concept Theory
………on how the Consumer perceives themselves. • Real Self person really is in term of ablity , apperarance, interest. • IDEAL SELF would like to be (merchandise help to attain their desired image. • Other SelfReal+other Self • Ideal other how a person like to be perceived by others.
Life style profiling
• Vals Segementation.Value & Lifestyle.
…Specific individual characteristics of each list what motivates these types,& describes the nature of the purchase they are likely to make.
Vals Segment
Segment Innovator Thinker Achivers Experiencer Characteristics High esteem, sophisticated Mature, Satisfied Goal,Lifestyle Family Young Motivation New idea, Tech open to new idea Image stability Variety Purchase Niche pdt Ser value pdt,Durable Estd,Prestige peers
fashion Merchandise. Familiar Pdt
Stylish basic Practical,Value Brands, Discount prices
Belivers
Strivers Makers Survivors
Conservative
TRENDY /Active Practically self sufficiently cautious
Ideal
Achievement Money Self expression tradional Safety
Demographics
• • • • • • • Population density Life expectancy (67.8) Age segment (40.2 % 20-44) The middle class Rural shoppers.70% House hold & House size. Changing profile of the shoppers
Age Group Segment
Classification Age Fashion need Character clothing Retail Patronage
Children Teenager
Young Adult Young middle age Older Middle aged elderly
Under 13 13-19
20-34 35-49 50-64 65 Over
Jinni& jonny, lilliput. Boot cuts low waist
Gap, reebok, nike Zod Reid and taylor,Bal colour plus Stiched,.. Tradional
Trendy
Career dress,sports Designer label, Still working clothes Functional Clothing
Other factors
• Income
• Education
Changes through Education
doc_826416356.ppt