2. For Let’s Rage Clothing partner Mike Krilivsky, the products
are all about the people. The clothing in his store represents
more than just something fun to wear, but rather reflects a
mindset shared by the wearers to live life to the fullest. In this
vein, many Let’s Rage customers make purchases based on
a VALS philosophy.
3. VALS stands for Values and Lifestyle. This approach to
understanding consumer trends argues that people express
their personality through purchasing power. If a customer
finds a product that they feel defines them, then they will
make the decision to posses it.
4. Attitudes, beliefs, demographics, needs, and wants all play a
role in the VALS theory and accordingly can be used as
predictors of intent in the marketplace. For the retail clothing
business, this idea can be used to market to a specific
population segment that most closely aligns with the brand’s
image.
5. Knowing how and what customers think based on their
inherent value system is important for niche clothing retailers
such as Mike Krilivsky who understand that a VALS
philosophy can grow their business.
