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The influence of trends and fashion
Describe the factors that influence an identified fashion trend
Influence of fashion trends
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The fashion apparel retail market can be segmented using the following factors: geographic, demographic, and psychographic. American Apparel studied these factors to create segments. 1. Geographic segmentation American Apparel’s retail stores are usually located in life style streets of local folk who look for the basics rather than the fancy midtown sites. also, the stores are located in college towns such as Gainesville, Fla., and East Lansing, Mich., home to the University of Florida and Michigan State University. It’s because of the company’s target market that is young urbanites who see themselves as unique instead of as part of a generic, main-stream fashion culture. According to each place where the retail stores are located, American …show more content…
Psychographic segmentation -Personality: American Apparel targets young adults who see themselves as unique. they love to show their personality through fashion. They love to mix and match things to express their uniqueness. So American Apparel’s products which are basic but unique at the same time, apeal to them. -Motives: as American Apparel’ is known for “Made in USA”, the company targets customers with motives that when they buy American Apparel’s product, they not only buy a hip clothing but also support to create jobs in USA. -Lifestlyes: since the company focuses on young metropolitan adults as their target market, American Apparel produces comfortable and also fashionable items in reasonable prices. They have wide range of t-shirt lines for young adults who don’t dress up so much. As i mentioned above, American Apparel targets, “Young urbanites(20-35) who see themselves as unique instead of as part of a generic, main-stream fashion culture and who have disposable income.” The company uses concentrated targeting. For example, they advertise not only on the magazines and billboards but also on the fashion blogs that their target market can easily see. Also, their unique and eye-catching advertisements apeal to their target market. However, it may be “too unique” because a large amount of the public does not dress in the ways seen in their
Abercrombie and Fitch is an American retailer who has been facing many outstanding issues and is at risk of disappearing. For the past two decades, the company has been facing severe controversy. Abercrombie and Fitch has been long criticized for lack diversity and inclusion. The company excludes minorities and plus-sized customers from its stores. This controversy has brought many financial problems to Abercrombie and Fitch.
Advantage: Expanding the sale of products in foreign countries will help UA to become a global competitor in the world market for sport apparel and performance products; enhancing the global awareness of UA brand name and strengthening the appeal of UA products worldwide.
I would suggest that they incorporate more diversity in their ads and campaigns to reach different ethnicities if they want to continue to expand. Also, in stores, particularly the Willow Grove, PA location, is very large and spacious. Upon entering the store it is primarily women’s apparel and accessories, as well as men’s. Maybe the company can incorporate more of its products in this location, to provide consumers with more of a product assortment.
Facts of the Case: In 2008, Samantha Elauf applied for a job at Abercrombie & Fitch, Inc., who as part of their “Look Policy” prohibit the use of caps. Elauf, as part of her religious practice, wore a headscarf to the interview. She was interviewed by assistant manager Heather Cooke, who gave her a score that qualified her to be hired. Cooke, however, was worried that Elauf’s headscarf was against the store’s policy and called her district manager Randall Johnson. She informed Johnson of her belief that Elauf wore her headscarf because of her religion, and Johnson replied that headwear whether it was religious or not violated the “Look Policy” of the store. Elauf with the help of the EEOC sued Abercrombie on the grounds of religious discrimination. The U.S Equal Employment Opportunity Commission (EEOC) is an agency established by the government of the United States that imposes federal laws that make it
In “The man behind Abercrombie and Fitch.” An interview conducted by Benoit Denizet-Lewis displays a glimpse into the life of Mike Jeffries and his views of his company only hiring “good-looking” people and targeting “good-looking” people to wear his clothes. This has been done in order to force his audience to recognize that the issue of acceptance one’s peers and exclusion of a community mentioned by Mike Jeffries, is a result of cultural perceptions and individual self-image. Denizet-Lewis skillfully shows that while Jeffries remarks of not wanting the “not-so-popular” kids to shop in his stores, it poses a question to consumers asking what change in our attitudes will come or if there will be any change at all. Thus comes the issue of how consumers today have a shift in the reasoning behind why one buys clothing and the motivating factors that influence one to buy certain clothing. Denizet-Lewis also demonstrates the different messages that controversial advertisements and statements affect different groups of people and how what they project is really what people desire, though deemed by many people as unacceptable or inappropriate. The author also examines how in the news media, the image has become more important than the message and how images have taken precedent over actual issues and character. As a result of this, various communities have formed by the construct of selling to “beautiful people” and how popular appeal has become an extension of a person.
My company of choice for this report is Macy 's. 'The Magic of Macy 's ', as the company advertises it, has inspired me to shop there, take advantage of their incomparable discounts and great online shopping experience. Macy 's, Inc. is one of the largest department store chains in the United States of America. Macy 's manages stores under the Macy 's and Bloomingdale 's brands. I enjoy shopping at both of the company 's store brands, Macy 's and Bloomingdales. Bloomingdales provides a more personalized experience
Case Study: Victoria's Secret OVERVIEW Victoria's Secret, one of the world's most recognizable fashion brands, established itself in the Bay Area in the early 1970s. Originally owned by an ambitious Stanford graduate looking for a comfortable and high-end retailer to buy his wife lingerie, Roy Raymond opened the first store at Stanford Shopping Center. Styled after a Victorian boudoir, Raymond's success prompted him to open three other locations, a catalog business, and a corporate headquarters within a few years. His inability to balance finances with his creative vision, Roy Raymond fell into trouble and was forced to sell his company for the small sum of $1 million dollars to The Limited, an Ohio-based conglomerate owned by Les Wexner.
Today's young people are generally unresponsive to traditional brand marketing messages. Teens spent $12 billion dollars last year according to a recent study of Teen Marketing Trends. Teens not only use their money on small purchases such as music, clothes and food but also have the power to influence high-end purchases of their parents. Every year younger teens are being marketed because that they are the future teenagers and brand loyalty is an important thing to many companies. If you can get an older child hooked on a product, they’ll generally love it for life. These younger age demographics are being marketed to because more and more kids have increasing spending power and authority over what is purchased in their household.
American Eagle Outfitters is a fairly new company but they are doing extremely well because they have a clear grasp of who their target market is. They posses a fresh new hip look with great quality clothing at a reasonable price for consumers (http://www.prism.gatech.edu/~gte201w/aeostrat.html). This is one of the main reasons why teenagers and young adults are so attracted to the company. American Eagle is aiming to appeal not only to the targeted 20 year old but also consumers between the ages of 16 and 34 years old. This will widen the gap between their major competitors because they are trying to appeal to more segments than just one. American Eagle seeks to be assessable, fashion orientated, and has a strong value proposition, which has allowed the company to thrive and take shares from competitors over the past five years. Not only is their clothing line very comfortable, bold and fresh, the store layout and atmosphere is also major key factors in American Eagle’s success over the recent years. AE also has a strong competitive advantage because of their short lead times and their ability to position themselves in high-visibility, high-profile locations in key markets. American Eagle’s cycle time is about five months from design to delivery, versus about nine months for The Gap and six months for Abercrombie. AEOS minimizes lead times by maintaining sourcing relationships with a few key manufacturers and producing much of the merchandise in North America, versus 9% for The Gap and a minimal amount for Abercrombie. AEOS has the ability to quick-source some of its simpler product categories in order to react quickly to sales trends. (http...
Many factors should be addressed when defining a target market. These factors include market segmentation, product life cycle, and the four "P's" that make the marketing mix. Market segmentation is the process of dividing a total market into market groups consisting of people who have relatively similar product wants and needs. There are four major segmentation variables: geographic, demographic, psychographic, and behavioral. Geographic segmentation includes world region, country region, city, density, or climate. Demographic segmentation can consist of age, gender, income, occupation, education, race, religion, or nationality. Social class, lifestyle, and personality fall into the psychographic segment. The behavioral segment divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product (Bethel, 2007). Once the market segment is identified, that market can be targeted.
It is necessary to identify fashion and explain the systems apparel industry uses before I start explore the essentiality of fast fashion. According to Dictionary.com, fashion is defined as the prevailing style or custom that is in a current mode and used to express oneself. It can be clothing, accessories, hair, etc. Why certain people like to frequently shop in malls and keep updating apparels in their closets every season? Form psychological perspective, people usually consider clothing as a symbol to show their values, personality and lifestyles to others. Critically, a rapid imaginative change and symbolic expression supports a sense people have about fashion. People believe that an ideal self-identity can be communicated to others through clothing, so figuring out how people make decision when they perceive clothing among different brands and understanding their needs and desires can help apparel industries expending and maintaining market s...
Once segments of customers have been defined, marketers need to select and evaluate which segments will be worth targeting. Cui and Choudhury (2003) define market targeting as marketing a product to a segment of customers due to the magnetism, for example size or growth, of the group. Marketers are able to select segments using undifferentiated, differentiated and concentrated marketing. By ignoring segment differences ...
Consumers today continue to be fascinated by personal appearance and fashion styles. Fashion, and the way we present ourselves through clothing
There have been many instances where I am stopped and commented on what I’m wearing. Depending on a single item of clothing, I am either a “certified hippie”, “lesbian”, or “law student”. This has brought me to raise an important social question: How have fashion and advertising built identity stereotypes? Stereotyping can have a strong and negative impact on a person, especially younger generations that are now at an influential stage in their mental development. By subjecting them to these stereotypes based on what they wear, they may begin to think of and see themselves as society claims, rather than who they are or aspire to be. By conducting further research on stereotyping in fashion designs through their advertisements, the aim of this research is to understand the history and social ideas behind fashion. By thoroughly understanding the problem, a solution would be easier to reach. In order to gain further insight on the matter, two practitioners have been selected: Dr. Rebecca Arnold and Dr. Roman Meinhold.
in this segment are often brand conscious and enjoy the latest fads and trends. They...