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 ?