Gender Differences In Clothing Essay

Gender

Retailers can decide whether they want to appear to only one or both sections of the market. For examples Hobbs London, is predominately known for its clothing mainly just to target women. Another retailer that generally applies to both genders for example would be: Topshop as it splits its genders into two sections e.g. selling clothing for teenage girls and for women, the other known as Topman sells clothing for boys and men only.

Personal characteristics (size & height)

Personal characteristics can be down to a person’s size and height. That is why some retailers cater for certain sizes e.g. Karen Millen would be more focus for the sliming size range from sizes 4 upwards as well as them selling petite clothing wear to tall clothing

wear for different heights.

Lifecycle stage
The Lifecycle stage involves the growth of family stages such as young couples, with or without children and adults with or without children again as it can repeat with any age type.
Lifestyle
Lifestyle reflects what choices a person makes e.g. what they do in their spare time to how much income they earn. It is classifying people according to their values, beliefs, opinions, and interests.
Psychographic segmentation
Psychographic segmentation is based upon Socio-economic factors, which means splitting the population into groups, based on the occupation of low income, medium income and high income, e.g. such as age groups of 16-24 who are working and who are in a part-time job. It also looks at, how a person can decide what portion of their income can be afford for more luxury items. Retailers must evaluate the various income levels of what are people are earning in a daily basis.
Socio-economic groups
A: Upper middle class: Such as higher managerial.
B: Middle class: Administrative or professional banker.
C1: Lower middle class: Junior managerial and supervisory.
C2: Skilled works such as skilled manual workers.
D: Semi - skilled manual workers.
E: Causal labours: those are the lowest level such as pensioners, casual or lowest grade workers
[John Bevan, Helen Coupland-Smith, Rob Dranfield, John Goymer, Catherine Richards 2010]
Buying Motivation
It happens when the person feels that they need to purchase an item, which has influence them to choose that particular product. Buyer motivation is created by the buyer’s actual situation and a desired situation. When customers become aware of a job that needs doing, they look for products that are for the most effective and which are affordable solutions.
•Making an investment to create an opportunity.
[Wiefels, P. (2002). The Chasm Companion. Harper Business, pp. 121-127. Christensen, C.M, & Raynor, M.E. (2003). The Innovator’s Solution. Viardot, E. (2004). Successful Marketing Strategy for High-tech Firms. Artech House, 73-74.Mohr, J., Sengupta, S., & Slater, S. (2005). Marketing of High Technology Products and Innovations.
Behavioural segmentation
Behavioural segmentation means looking at sections of the target market into groups based on their knowledge and responses to the product.

Purchasing habits
Purchasing habits mean when a person buy’s the same brand over again. It can be from different or particular products customer usually buy and where they buy them from. Shops then do research on this for e.g. how much do you spend? How often? Do you shop independently? Online? In store? And so on.
Zara
Age: Zara ages are between 0-40 years. Zara market segmentation is mostly aged between the ages of 18-34.
Gender: Male/Children/Female. But mostly Zara target Women around the ages between 25 to 40.
Personal characteristics: Zara don’t really focus more on height, its more about sizes. Zara cater for different sizes e.g. XS/ S/M/L/XL to suit everyone’s needs.
Socio- economic factors: Zara consumers are usually occupation people who are in full to part time job and Zara’s socio-economic groups are classed as B, C1 & C2.
Lifestyle: Zara target customers that want to be well dressed to work and in leisure time e.g. customers want to be able to wear fitted and comfortable clothing at the same time.
Purchasing habits: Zara have a different strategy when it comes to consumer trends, embracing the fast-changing tastes of its customers, occasional shopper who buys their all the time e.g.(regular) staff get to know them and then they have customers who are impulse buyers meaning they see something they like in store and purchase it unplanned.
Purchasing motivation: Zara tend to get customers at many ages who are into their fashion and trying to fit in.

e.g. wearing fashionable/trendy clothing but for less the price. It makes Zara aware of their latest trends and collections for everyone tastes.

Primark

Age: Primark age groups are between the under- 35’s. They don’t really have a specific target age range.

Gender: Primark marketing target is Women/Men/Children. Compared to Zara they don’t focus on one specific target e.g.; women clothes wear, Primark focus on all.

Personal characteristics: Primark cover every size shape and height. Primark don’t go out and market a certain kind of target based on a person characteristics in what case Zara do. For example, ladies’ dresses come in all sizes. < 6, 8, 10 , 12, 14, 16, 18, 20, 22.

Socio- economic factors: Primark prices are set for lower income. There socio-economic factors are around income groups such as group E. They consider themselves to target young families and also a single person and large families. This may be the case due to a person’s certain type of benefit which they are earning and allow what they can and can’t afford.

Lifestyle: Primark does offer a wide range of products with a mixture of their trends, clothing and casual everyday wear to suit everyone needs and offer high quality fashion basics at value for

money.