Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Jeans Insights

Interview 10 people on the jeans they are wearing and write three insightful conclusions related to marketing and advertising
by

Manisha Bhatia

on 13 April 2010

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Jeans Insights

Introduction
There’s something about jeans – It's quite amazing really, when you think how long they've been around. Workers in the 18th and 19th century wore them because the material was very strong and it did not wear out easily. Jeans started gaining popularity in the 1930’s when Hollywood began using them western movies to dress cowboys. Soon enough, the trend spread across continents and this form of clothing became universally known and worn. Although they continue to appeal across generational lines, a rather noticeable shift in trends has come about. Interviewing 10 people about the jeans they were wearing allowed me to reach three insightful conclusions that may be useful for marketers and advertisers. Insight 1:
Loyalty v/s Variety
From labor wear, jeans became a part of casual wear for its obvious reasons of comfort. Jeans only became a part of serious fashion in the 1980’s when famous designers thought of combining style with comfort and putting their labels on them. Sales of jeans went soaring high. Now, the whole mania has recently ratcheted up a gear. Styles now have the tendency to sell out. This is fueled from a combination of a fashion fetish and an abundance and frequency of different types of jeans. They are no longer about basic categories. This type of apparel now comes in varieties that promise to make the wearer look thinner, taller, younger, more intelligent, etc. Out of the ten people I spoke to, seven of them said they do not know what jeans they are going to buy before entering a jeans store. Some even agreed to leave the store of their preferred brand empty handed ending up going into another store while others head straight into a different store. However, once they pick up a pair, they tend to use it till they finally find one that supersedes the existing one. This shows the overall brand loyalty has reduced. If a brand is communicating their product better, the buyer is most likely to shift their preferences. Conclusion Companies have to realize the flexibility of their consumers and invest in marketing and communicating not only their brands but also their product. Marketing of the latest product at the beginning of the season is aimed at stimulating the curiosity of the consumer. Seeing unique offerings, the consumer is compelled to walk into the store to try the product. As a result, companies should be able to promote their image and effectively reinforce their position and brand loyalty by taking advantage of buyers' curiosity and uncertainty in purchases of jeans. For example, brands like diesel put their marketing budget in advertising campaigns without paying much heed to the product offering. While many remember the campaign for its edge factor and creativity, only a few visit the store to try their pairs of jeans because of it. Salsa, on the other hand, focuses on the product. Having displays of their new offerings pulls the consumer into the store. Insight 2
Real v/s virtual
Online stores have become an established part of the retailing world. Online shopping began in full swing since the year 1996 starting with ebay and amazon. Online shopping trends are showing a consistent rise due to the great response from people. A cheaper and more convenient option, consumers are getting used to buying products without stepping out of their homes. In the coming years, the numbers suggesting the development of the online shopping trends are expected to rise alarmingly. In any case, no matter how advanced our lives become due to technology, there is one thing that will not change – “try before buy”. Shopping for apparel on the internet has been tried and tested. When asked, the group confirmed to have purchased clothes online at least once in six months. However, not all have been satisfied with the experience. Most women on the group tend to purchase dresses while men have bought shoes. None purchased their jeans online. The reason is that people do not prefer buying jeans online is because the fit matters. A dress can be altered if it doesn’t fit perfectly, but a pair of jeans needs to fit to complement the body structure and id very difficult to alter because of its material.
Full transcript