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Consumer Influences

Consumer Influences

1.  Cultural and Economic Conditions 2.  Media and Advertising 3.  Technology 4.  Purchasing Influences

Cultural/Economic Conditions

•  Economy (production, trade, etc.) •  Weather, environmental conditions –  How does the weather influence your clothing

decisions? •  Culture-where you live, religion, etc. –  What part of your culture has influenced the

way you dress? •  Affordability-wearing what you can

afford –  Has affordability ever influenced the clothing

you select?

Media & Advertising

•  What does the media include? –  Magazines, TVs, Movies, etc.

•  What influences you the most to purchase your style of clothing?

•  How reliable is advertising?

Commercials

•  All it takes is 30 seconds to make an impression.

•  What to the commercials do to appeal to their audience?

TV Shows/movies

•  Shows that we watch every week we come to love the characters and want to be like them-including how we dress.

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Magazines

•  Tell us how to dress based on: –  Figure flattery –  The latest trends –  The best deals

3. Technology

•  Production of resources •  Production of garments (Mass produced

T-shirts!) •  Creation of fibers •  Ability/ease of advertising •  Shipping resources •  How else has technology changed Fashion?

Technology

•  This fiber was made in the 40s and was a strong, cheap replacement for the silk fiber for stockings. What fiber was it?

Women’s Nylon stockings were first produced by

DuPont in 1940

NYLON!

Technology

•  This fiber was made in the 60s and was a strong, cheap fiber for clothing. What fiber was it?

Polyester! Still widely used,

especially blended with cotton

4. Purchasing Influences

•  Conformity •  Peer Pressure •  Social Expectations •  Culture and Religion •  Individuality

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Conformity

•  Obeying or agreeing with a given standard or authority.

•  Example: Wearing a school uniform because it’s required

Peer Pressure

•  Force that makes people want to be like others in their social group

•  Example: Purchasing a shirt because your all of friends have one like it.

Social Expectations

•  Media and other factors that influence a consumer’s purchasing habit

•  Example: Purchasing clothing because its marketed for your age group.

Culture

•  Tradition, ethnicity or religion that influence a consumer’s purchasing habit.

•  Example: Wearing modest clothing because of your religion

Individuality

•  The quality that distinguishes one person from another.

•  Example: Purchasing a pair of pants because YOU like them.

STORE TYPES

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CHAIN STORES

•  Group of stores owned, managed and controlled by a central office.

•  Examples: Gap, Forever 21 American Eagle

DEPARTMENT STORE

•  Retail stores that offer lines of merchandise placed in appropriate departments

•  Examples: Dillards, JC Penney, Macy’s

Specialty Store

•  Stores that sell a specific type or limited line of apparel.

•  Examples: Foot Locker, Victoria’s Secret, Claire’s

DISCOUNT STORES

•  Stores that sell mass market merchandise in large, simple buildings with low overhead.

•  Examples: Target, Kohl’s, Wal-Mart

MANUFACTURER OWNED

•  Stores that carry merchandise made specifically for that label or brand

•  Examples: Nike, Ralph Lauren, Lululemon

OUTLET STORES

•  Manufacture owned discount stores which sells seconds and over-runs.

•  Examples: Nike Outlet, Gap Outlet

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ELECTRONIC SHOPPING

•  Shopping over the internet •  Customer can stay in the comfort of his/

her own home •  The customer can not try on items and

must pay shipping •  More likely for an impulse buy, but makes

comparison shopping easier!

Consumer Skills and

Purchasing Decisions

Before Shopping

•  Plan Ahead •  Make a list of clothing items/accessories

that are a priority •  Consider how much $$ you have to spend!

Where/When to Shop

•  Price vs. Quality and Service –  Walmart-low quality and low service, but low

price •  Do seasons make a difference? –  Wide selection-shop early in the season –  Lower prices-shop late in the season

Actual Shopping

•  Impulse buying-sudden and not carefully thought-out purchase

•  Sales Resistance-shopping control •  Stick to styles that flatter you •  Try clothes on!1

Smart Shopping Tips

1.  Shop the sales! 2.  Comparison shop (you might find it

cheaper in another store or online) before buying!

3.  Shop with Coupons or a Free Membership Club/Punch card

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Judging Quality

•  Inspect the garment before purchase •  Basic construction (won’t fall apart easily) •  Seams completely sewn •  Attachments and Fasteners •  Stains/Fabric inconsistencies

Labels

•  Permanently attached •  Labels are required by law and have to

include the following: –  Fiber Content –  Garment Care –  International Care Symbols –  Manufacturer Number –  Country of Origin

Hang Tags

•  Optional •  Include the brand name or logo of the

item •  Form of advertising

Have you heard these?

•  You get what you pay for •  You can have anything you can afford •  How often will you wear that?

Cost Per Wear •  Determining if the garment is worth the

purchase. •  Price of Garment divided by number of times

worn •  Example: I purchase a pair of jeans for $39. I

expect to wear them 2 times a week for 6 months. –  6 months x 4 weeks per month= 24 weeks x 2

times per week = 48 times. –  39/48=$0.81 per wear

•  Is my garment worth my purchase?

Another Example

•  Lisa buys a prom dress for $350. She wants to have a different dress every dance, so she only plans on wearing it once.

•  350/1= $350 •  Was it worth it to buy the dress?

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Creating Your Fashion

Logo

Why a Logo?

•  Makes a fashion brand recognizable •  Act as an identity of sorts •  Must be creative and catchy

Creating YOUR Logo

•  You logo should tell something about you! •  Use your name as inspiration and go from

there!

Step 1: Brainstorm

•  Create 9 different designs that could be your logo.

•  Remember-use your name as inspiration! •  Tip: Don’t make them too difficult! Create

logos that would be easy to recreate later!

Step 2: Narrow it Down

•  Choose your top two favorite logos and put a small start in the corner.

•  Re-imagine or tweak those two favorite logos and draw them again!

•  Tip: Even a small tweak can make a big difference!

Final Design

•  Now…pick your favorite! This is going to be your final design for your fashion line!

•  This design needs to be on each of your designs (as a signature to your work)

•  You also need to draw a large version and mount it in your portfolio and describe why the logo represents you and your personality.