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CONSUMER MARKETS AND PRODUCT POSITIONING
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THINK OF A SHOPPING CENTER OR DOWNTOWN AREA YOU KNOW, AND NAME THREE/FOUR POPULAR STORES THERE. WHICH INCOME AND AGE GROUPS DO THESE STORES CATER TO?
http://hk.louisvuitton.com/eng-hk/articles/louis-vuitton-celebrates-the-opening-of-its-new-store-at-times-square.
CONSUMERISM
VALUES DRIVE CONSUMPTION
- MOVEMENT PROTECTING CONSUMERS BY REQUIRING HONEST PACKAGING AND PRODUCT GUARANTEES
- THEORY THAT THE GREATER CONSUMPTION OF GOODS IS ECONOMICALLY BENEFICIAL
- ATTACHMENT TO MATERIALISTIC VALUES AND POSSESSIONS
VALUES - Ideas that are important in life which become our principles for behavior
MATERIALISM VS CONSUMERISM
Brand POSITIONING
- HOW YOUR GARMENT RELATES TO OTHERS LIKE IT IN STYLE, COMPLEXITY OF DESIGN, FABRIC, QUALITY AND PRICE.
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PSYCHOGRAPHICS
- INCOME
- DISCRETIONARY INCOME
- DISPOSABLE INCOME
DEMOGRAPHICS
STUDY OF CONSUMER PERSONALITY AND LIFESTYLE
- Lifestyle include our values and the way we express them in what we consume
Demographics are quantifiable characteristics of a given population. Demographic analysis can cover whole societies, or groups defined by criteria such as education, nationality, religion and ethnicity.
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- age range
- what they spend
- what kinds of products they are buying or looking at
- where they live
- are your products a consumable or a one-time purchase
https://www.ipsos-retailperformance.com/solutions/customer-behaviour-insights/who/
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COMBINES DEMOGRAPHIC INFORMATION SUCH AS INCOME AND FAMILY WITH LIFESTYLE
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WHAT WE WILL DISCUSS...
- DEMOGRAPHICS IN RELATIONSHIP TO FASHION CONSUMER BEHAVIOR AND VISUAL MERCHANDISING
- PSYCHOGRAPHICS IN RELATIONSHIP TO CONSUMER LIFESTYLES
- PRICE CATEGORIES
- EFFECTS OF BRANDING