Fashion consumer motives Flashcards
Fashion consumer motives
Manufacturers and retailers must be aware of the criteria used by consumers when selecting clothes. All criteria will not be equally important to all customers and they can also differ from customer to customer. The colour of a garment is usually the first and most important factor. A couple of years ago a large and very well-known chain of South African clothing retailers suffered heavy losses when their new summer range contained only garments in pale, pastel colours. Only a small percentage of our population looks good in these pale colours. The customers reacted by not buying and the company nearly went bankrupt.
Other fashion factors such as texture and style, as well as practical aspects such as price, fit, appropriateness, brand, fabric and fibre properties and workmanship also play a role.
