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Fairchild Books

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Title: Fairchild Books Author: Sherrie Morgan Last modified by: YLam Created Date: 7/7/2001 1:20:01 AM Document presentation format: On-screen Show – PowerPoint PPT presentation

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Title: Fairchild Books


1
?2007 Fairchild Publications, Inc.
2
The Environment of Fashion
The four major environmental factors that affect
fashion interest and demand
  1. Market Segmentation by geographics, demographics,
    psychographics, and behavior
  2. The degree of economic development and
    well-being of a country or society
  3. The sociological characteristics of the class
    structure
  4. The psychological attitudes of consume

3
Marketing Segmentation
Target Markets are specific groups of potential
customers that a business is attempting to turn
into regular customers. These markets are divided
into four major segments.
  • Geographics In what type of climate does the
    consumer live?
  • Demographics What is the educational, income,
    age, race or gender of the consumer?
  • Psychographics How do social class and lifestyle
    affect the mind of the consumer?
  • Behavioral Is the purchase about an occasion,
    benefit, status, or attitude?

4
The Economic Environment
Fashion demand depends on a high level of
economic development, which is reflected in
consumer income, population characterisitics, and
technological advances.
5
The Economic Environment
Consumer Income
  • PERSONAL
  • Total income of a group,
  • i.e., before taxes.

DISPOSABLE
Take home pay. Used to buy food, shelter,
clothing and other necessities.
DISCRETIONARY
What remains for the consumer to spend after
taxes and necessities.
Most Important Income for Fashion Demand
6
Population United States
The U.S. population has increased dramatically
and will continue to grow.
1920
2000
2025 (estimated)
  • BABY BOOMERS are an aging population with
    income.
  • Conversely, education and different lifestyles
    form a large YOUTH MARKET.

7
The Sociological Factors
  • The key sociological factors influencing fashion
    today are leisure time, ethnic influences, status
    of women, social and physical mobility, instant
    communications, wars, disasters, and crises.
  • Leisure time and suburbs greatly influence the
    fashions in todays America.

8
U.S. Population Percents by Ethnicity
9
Status of Women
  • At the beginning of the 20th century, women could
    not vote, rarely worked outside the home or
    attended college, and enjoyed little social
    freedom.
  • As the century progressed, advanced education
    became available to increasing numbers of women.
  • More than half of todays college students are
    female.
  • As womens rights advanced throughout the 20th
    century, the marketing of fashion evolves

10
Status of Women
  • Work
  • Women have progressively achieved more social
    freedoms and entered areas formerly the sole
    domain of men.
  • This affects fashion from planning to production
    through retailing.

11
Social Mobility
  • Many sociologists relate fashion change to
    changes in social mobility and the effort to
    associate with a higher class by imitation.
  • The middle class tends to follow the upper
    classs fashion choices however, the size of the
    middle class has a great economic influence on
    fashion.

12
Physical Mobility
Driving
  • The great American pastime takes people all over
    the continent, exposing them to different
    lifestyles.
  • This exposure creates the desire to emulate
    lifestyles, which can be achieved through donning
    the clothing of different regions.

13
Physical Mobility
Vacation Travel
  • Formerly an entitlement of the wealthy,
    decreasing airfares and enhanced flights allow
    the middle class to experience different cultures
    within the U.S. and internationally.
  • The effect is similar to the automobile
    domestically, but with greater range and economic
    punch. It also enhances the need for clothing
    that is easy to maintain and pack.

14
Physical Mobility
Moving
  • Americans move often and live in different parts
    of a vast country.
  • This exposes people to different cultures,
    economies and weather patterns.

15
Faster Communications
  • The Internet
  • The instantaneous medium with interactive
    capacity. You can learn what others are wearing
    in distant parts of the globe at the speed of
    light.
  • The medium shines as the newest marketing
    opportunity for the fashion industry.

16
Faster Communications
  • Television
  • A ubiquitous media engine which propels ads at
    the consumer.
  • It informs us about fashion on a national and
    international scale
  • Celebrities often act as spokespersons in
    infomercials (program length advertising on
    television).

17
The Psychological Environment
  • Boredom, the greatest ally of the fashion
    industry.
  • Curiosity curious consumers like to experiment.
  • New is often the quality that brings the
    consumer to the shop.

18
Psychological
Reaction to convention comes in two forms
  • Each new generation establishes independence by
    asserting values in opposition to the
    establishment.
  • Conversely, acceptance by the majority is an
    important part of the definition of fashion.

19
Psychological
Self assurance
  • Fashionistas have an armor that gives them
    self-assurance.
  • In a way, the fashion conscious are secure
    knowing they are wearing the most current look.
  • Those who know their clothes are dated are at a
    psychological disadvantage.

20
Psychological
  • Companionshipall humans seek companionship.
  • Uniforms, or conformity in dress, put people in
    tribes, or certain groups.
  • Tribes create psychological comfort.
  • We all balance individuality with the need to
    belong.
  • People conform to the dress of certain groups in
    order to be accepted in that group.
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