FAS 301 Lecture Notes - Lecture 9: Delayed Gratification, Disposable And Discretionary Income
Document Summary
Entire process of research, planning, promoting, and distributing the raw materials, apparel, and accessories. Consumers have: better and cheaper products, constant availability, convenience, pleasant shop experiences. Women spend more on clothing than any other group. Radically diverse, fashion oriented, passion for clothes. Crisis will affect apparel, sales in apparel dropped . 6% in 2011. Poor expectations for apparel in france over forecast period. Limit spending on apparel and prefer economy brands. Men will choose quality, women will choose affordable. 70% of japanese people report that they like/love shopping sales in apparel decreased 9. 6% from 2006-11. Bright outlook for apparel industry over the forecast period. Gov"t restrictions have prevented global retail growth. Fashion consumer groups: fashion innovators- actually create fashion, fashion motivators/role models- celebrities, fashion followers- fashion needs followers or it wouldn"t exist, fashion victim- blindly/stupidly follow a brand without any discernment. Motives for consumer buying to fill an emotional need.
