Consumer behavior related to the fashion industry is influenced by numerous personal, psychological, economic, cultural, and social factors. Personal factors like age, occupation, and lifestyle affect consumers' fashion preferences and demands. Psychological factors such as motivation, perception, beliefs, and learning shape how consumers view and purchase fashion products. Economic considerations like income and family finances also impact consumer spending on clothing. Cultural norms and social class influence what fashion choices are deemed appropriate or desirable. Additionally, new social media platforms have transformed how consumers engage with and are exposed to fashion trends.
This Introduction to Fashion Marketing course from London College of Fashion is ideal if you've no previous marketing experience or some experience in a non-fashion sector and want to learn how marketing principles work in the context of fashion.
This Introduction to Fashion Marketing course from London College of Fashion is ideal if you've no previous marketing experience or some experience in a non-fashion sector and want to learn how marketing principles work in the context of fashion.
this presentation first define what is visual merchandising then deal about design elements and principle that basically support how to apply on retail store exterior and interior parts.
Visual Merchandising is the activity of maximizing the impact of Retail Display space and has become an important element in retailing. Visual Merchandisers create displays using color, lighting, space, product information, sensory inputs such as smell, touch, and sound as well as technologies such as digital displays and interactive installations. The objective of this highly practical program is to ensure that attendees are furnished with the core concepts and skills used in visual merchandising. Hamstech course will enable students to identify, select and pursue their career opportunities in the retail industry. The retail sector is a major employer and requires skilled staff in a range of jobs such as: Shop Floor Planning and Display, Window Display, Sales, Buying, Staff Management and Supervision.
Model in a modern gown reflecting the current fashion trend at a Haute couture fashion show, Paris, 2011
Fashion is a popular style, especially in clothing, footwear, lifestyle, accessories, makeup, hairstyle and body.Fashion is a distinctive and often constant trend in the style in which people present themselves. A fashion can become the prevailing style in behaviour or manifest the newest creations of designers, technologists, engineers, and design managers
Cashgate Scandal Malawi:Introduction On Fashion And Designing Concepts In Fas...Joseph Jacob Esther
The short answer is yes. The extraordinary success of Karl Ove Knausgård and Elena Ferrante in recent years is proof that fiction from other lands has a global following. Last year a new report from Literature Across Frontiers (LAF) finally put some figures on this. The statistics show a steady growth of literary translations over the past two decades, both in absolute numbers and as a share of the whole. The number of literary translations into English grew by two-thirds between 1990 and 2012, accounting for a peak of 5.23% of the whole in 2011 against an average of just 3%. Specialist foreign-fiction publishers, such as Quercus, Pereine and Pushkin, have all sprung up in the past decade or so.
The document brushes the topics of Forecasting, Fashion forecasting, Fundamental principles of forecasting, Methods of forecasting (qualitative, quantitative, casual, judgemental, time series), Categories of fashion forecast (long term, short term), Forecast errors, and Causes of fashion forecast errors.
this presentation first define what is visual merchandising then deal about design elements and principle that basically support how to apply on retail store exterior and interior parts.
Visual Merchandising is the activity of maximizing the impact of Retail Display space and has become an important element in retailing. Visual Merchandisers create displays using color, lighting, space, product information, sensory inputs such as smell, touch, and sound as well as technologies such as digital displays and interactive installations. The objective of this highly practical program is to ensure that attendees are furnished with the core concepts and skills used in visual merchandising. Hamstech course will enable students to identify, select and pursue their career opportunities in the retail industry. The retail sector is a major employer and requires skilled staff in a range of jobs such as: Shop Floor Planning and Display, Window Display, Sales, Buying, Staff Management and Supervision.
Model in a modern gown reflecting the current fashion trend at a Haute couture fashion show, Paris, 2011
Fashion is a popular style, especially in clothing, footwear, lifestyle, accessories, makeup, hairstyle and body.Fashion is a distinctive and often constant trend in the style in which people present themselves. A fashion can become the prevailing style in behaviour or manifest the newest creations of designers, technologists, engineers, and design managers
Cashgate Scandal Malawi:Introduction On Fashion And Designing Concepts In Fas...Joseph Jacob Esther
The short answer is yes. The extraordinary success of Karl Ove Knausgård and Elena Ferrante in recent years is proof that fiction from other lands has a global following. Last year a new report from Literature Across Frontiers (LAF) finally put some figures on this. The statistics show a steady growth of literary translations over the past two decades, both in absolute numbers and as a share of the whole. The number of literary translations into English grew by two-thirds between 1990 and 2012, accounting for a peak of 5.23% of the whole in 2011 against an average of just 3%. Specialist foreign-fiction publishers, such as Quercus, Pereine and Pushkin, have all sprung up in the past decade or so.
The document brushes the topics of Forecasting, Fashion forecasting, Fundamental principles of forecasting, Methods of forecasting (qualitative, quantitative, casual, judgemental, time series), Categories of fashion forecast (long term, short term), Forecast errors, and Causes of fashion forecast errors.
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Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
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Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
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2. Who is a consumer?
The consumer, The KING of the market is the one
that dominates the market and the market trends.
A consumer need not just be an individual; a
consumer can also be an organization.
A consumer can be someone who will buy either
goods or services or you can also specify the
goods and services as economic services or
products, or good or commodities.
3. What is consumer Behaviour?
Consumer behaviour is the study of
Individuals
Groups, or organizations
All the activities associated with the purchase, use and
disposal of goods and services
Consumer's emotional, mental and behavioural
responses
5. How consumer behavior affects fashion industry?
Design
Design which appealing to consumer
Production
Production according to consumer demand
Merchandising
Visual merchandising, or visual presentation, is used to
communicate fashion, value and quality attributes of a
store to its prospective customers
Promotion
Sales promotion to influence consumers.
6.
7. Personal Factor : Age Group
People of different age have different needs
Particularly the young Indians in the age of 15 – 25 like to shop more.
8. Customer Segmentation Based on Age
Age Group: 15-36
• Always up to date on
latest trends and
embrace new fashion
trends
• Frequent shoppers
• Top preference Style,
proper fit, and discounts
offered
• Spend significant
portion of income on
clothes
Age Group: 25-44
• Simplicity but
occasional wardrobe
update
• Professional career
person
• Proper fit, style, price,
ability to mix/match
• Looks for versatile,
modern clothing
• Less likely to jump on
anything trendy
Age Group: 35+
• Sticks to basics
• Occasional shopper
• Desire to save money
on clothes
• Looks for all-in-one
store at good price
• Does not follow latest
trends
• Little desire to stand out
or make statement
9. Personal Factors
Occupation
Professionals, businessman, salaried-workers have different demands.
Life Cycle Stage
Newly born, Teenager, Bachelor, Married, Parent, Grand Parent
Lifestyle
Personality
Aggressive, Shy, Introvert, Extrovert, Conservative, Experimental
Self-Concept
One`s perceptions towards themselves.
10. Economical Factors
Personal Income
Total Income of the consumer
Available Income
Income available to a consumer after deducting taxes and basic cost of living
Income available with consumer to spend according to his/her wishes
Family Income
Income of the family. Lower income families have less demand than
prosperous families
A consumer demands more, and spends more with increase in his/her income or
expectations of future profits or availability of liquid cash or availability of credit but
saves and demands less in its absence. The nature of consumption and buying pattern of
a consumer is also affected by the income of the family and the level of standard of
living.
12. Psychological factors: Motivation
• A motive is an internal force that drives a person to do something i.e. fulfill a need, achieve a
goal, solve a problem.
• The level of motivation also affects the buying behavior of customers.
• Every person has different needs such as physiological needs, biological needs, social needs
etc.
13. Psychological factors: Perception
It is a process of selecting, organizing, and interpreting information from our
internal and external environment to form a meaningful picture. All consumers
perceive the same product differently according to their own perceptions.
There are three different perceptual processes
selective attention
selective distortion
selective retention
In case of selective attention, marketers try to attract the customer attention.
Whereas. in case of selective distortion, customers try to interpret the information
in a way that will support what the customers already believe.
Similarly, in case of selective retention, marketers try to retain information that
supports their beliefs.
14. Other Psychological factors
Beliefs and Attitudes
Customer possesses specific belief and attitude towards various products. Since
such beliefs and attitudes makeup brand image and affect consumer buying
behaviour, therefore, marketers are interested in them. Marketers can change
the beliefs and attitudes of customers by launching special campaigns in this
regard.
Learning
It is a process which brings a permanent change in the behaviour of a person.
People generally learn through past experiences and develop a certain
behaviour towards a product or service.
15. Cultural Factors
Culture exists to satisfy the needs of people within a society.
It offers order, direction, and guidance in all phases of human problem
solving by providing tried and true methods of satisfying physiological,
personal, and social needs. Similarly, culture also provides insights as to
suitable dress for specific occasions (e.g., what to wear around the
house, what to wear to wedding, etc.).
Cultural beliefs, values, and customs continue to be followed as long as
they yield satisfaction. In a cultural context, when a product is no longer
acceptable because it’s related value or custom does not adequately
satisfy human needs, it must be modified.
The influence of culture on buying behaviour varies from
country to country therefore marketers have to be very careful
in analysing the culture of different groups, regions or even
countries.
16. Social Factors: Social Class
Social class refers to divisions of members of a society on the basis of education,
occupation, income etc. Usually people belonging to the same social class have
similar preferences in case of choice of residence, entertainment, luxury products,
etc.
They will be focused
on style and
comfortable rather
than price of product.
They will be focused
on affordable fashion
They will just try to
fulfil there needs
Upper Class Middle Class Lower Class
17. Social Factors : Social Media
Social Media
social media and digital media have drastically changed
how people consume content, especially in the fashion
industry.
The media plays a significant role when it comes to
fashion.
Editorial critique, guidelines, and commentary can be
found on television and in magazines, newspapers,
fashion websites, Social network, and fashion blogs. In
recent years, fashion blogging and YouTube videos have
become a major outlet for spreading trends and fashion
tips.
Social media marketing is a significantly effective
marketing medium.