Assignment Help on Fashion Clothing
Fashion clothing has become one of the essential parts of an adult’s life these days. They prefer fashionable brands and want something that is affordable and trendy. The media with its portrayal of the image of a perfect man and woman has made adults very conscious about their looks and what they wear. Knowledge about fashion clothing is inescapably everywhere spreading through not just television and billboards but through friends, family, relatives and colleague. Middle class adults have a very fashion conscious environment around them.
Given the global economic downturn there is fierce competition amongst brands for market share. Everyone is trying to come up with new fads and extensive research goes into what and how to develop and market to what sectors of society. The scope of this research is rather broad and attempts to answer the age old question of which approach is most suited to the marketing of fashion clothing? What are the drivers of purchasing behaviour associated with fashion clothing? Do these drivers differ across market segments or are they generally similar across segments?
Through our research we aim to uncover what and why consumers find fashionable, understand what part society plays in influencing buying decisions and lastly what the personal motivators for adult buyers are. This raw knowledge of consumers psyche will then be translated into advice for managers and will be the key in laying groundwork in the development of marketing strategy.
We premise our research on a few basic assumptions:
We assume that the person(s) sampled represent the general public i.e. what they find trendy so does the general public.
We also assume that our questions were neutral in nature and our body language, tone and gestures did not in any way influence the interviewee’s answers.
Thus in choosing the sample of candidates we strove to find the perfect “average Joes” who had a taste, wallet size and outlook as close as possible to the mean of the adult population. However even though there is margin for individual differences for the sake of this paper we have assumed that our sample was indeed average.
The candidates are going to be interviewed on a one on one basis in half hour long interviews consisting of almost 15 questions. The interviews are to be recorded so they may be transcribed later. We will look at commonalities in the answers given attempting to find underlying patterns that could ultimately point us to the right form of marketing strategy.
Even though all interviewees were legally adults who volunteered for the interviews, understood what they were doing and signed ethical clearance forms, every effort is made to keep them anonymous so that no harm may come to them in any way as a result of their cooperation. Amongst other concerns is the fear of misuse of this information by the company who might exploit consumers with predatory pricing or attempt to manipulate them with misleading promotional campaigns and sales tactics. (Marketing 2002)
From the data gathered the first and foremost thing that stands apart is the fact that the average middle class status conscious adult will go for local brands over more famous international ones. Normally people will buy clothes that suit their personalities, which are modern and en vogue among their peers or higher society people.
Next if we look at answers given we see a trend emerging it seems there is a great deal of intrinsic values attached to the buying of these high end fashion cloths because they seem to give the buyer at the time of purchase hope that they will bring added satisfaction, confidence and pleasure.
People really love to buy fashion clothes in which they feel comfortable even though it doesn’t seem to be the users prime concern the trend seems to show that users would lean in favor of what was more comfortable. On the other hand, there are many people who purchase fashion clothing only to be apprised to by others, these people hope that those around them will notice and compliment them on how they look based on what they are wearing and it thus seems that this segment of people would be more inclined to wear price tags and so the cloths have an extrinsic value to these people.
Another Celebrities, models, politicians, actors are all the source of information about fashion clothing. There are several people who like to wear those dresses that their favorite celebrities wear. It is often true that those clothes are highly fashionable as well (Richins 1987, pp.352-256).
After the complete review of all the interviews conducted, it can be stated that there are fluctuations in the opinion of interviewees regarding the purchase of fashion clothing. Each segment has almost identical decisions regarding purchase of fashion clothing. Those with high income levels consider their price tag fashion and tend to go for international brands. While others who are fashion conscious people but at the same time price conscious want highly modern fashion clothing, something that is the perfect combination of class, style and price. When the consumer goes to a shopping complex looking to buy fashion clothes he considers several things such as reasonability of price, design, color, popularity of brand, self-image and comfort (Flynn & Goldsmith 1993, pp.129-142).
There are different segments in the fashion clothing industry. Fashion clothing is not only the name of modern luxury high priced popular brands but of self-image and national pride for all the adults of Australia. (O’cass & Julian 2001). So, many segments can be made for fashion clothing by keeping in mind the purchasing behaviors of various individuals because it depends on so many factors i.e. the income level, personality traits, self-image and class.
It is my understanding from this research that there are so many different segments within the English speaking adult population of Australia, that it is very important for the current fashion brands and companies to tailor make strategies that cater to the needs of all these segments. Strategies need to be uniquely designed for each segment very sensibly. There are so many other segments can be designed but these are general segments that can be helpful to refine the segments as per the situation and locations (Laczniak & Andrews 1993).
Although, interviewing is a good technique there are some limitations associated with this method of getting opinions on products, service and people especially when it comes to human behavior and understanding the complexities of buying fashion clothes. First of all, it is far too costly and time consuming to get interviews of people, the interviews done for this paper took half an hour each. Next sorting the interviews as per age, income, gender, locations is another hassel that adds to the cost. Such a long collection, compilation and analysis time in a fast changing industry like the fashion clothing market can essentially mean that by the time a product is produced it is already obsolete and out of fashion. The most visible limitation was the number of people interviewed. Far too few people were interviewed and they cannot represent accurately the whole of Australia thus geographical profiling of consumer behavior was not possible at this stage of the research. Lastly the issue faced was the last open ended question in the questionnaires used in the interviews. Most people just didn’t have anything to say and it was a mere waste of time but the few who did actually have something to say can be divided into two categories those who said something irrelevant which was again a waste of time or those who did actually shed pearls of wisdom but the interviewer could not factor in their inputs into our analyses.
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