Fashion & Consumer Satisfaction

1. Fashion & Consumer Satisfaction Contributing Factors

2. Buying Apparel • Buying apparel is influenced by many factors (brand, colour, price, size, image, status, style, etc.) • All of these elements, together, need to satisfy the consumer

3. Consumer Satisfaction • A designer needs to do extensive market research to ensure the needs of his/her target market is met. • It is wise to invest in marketing research since it unlocks the key to what your consumer is looking for when buying apparel. • Specifically, information about product, price, promotion and place are sought.

4. Product • To design an appropriate apparel collection, one needs to consider these design elements: • Colour • Style • Fabrication (construction) • Fabric • Finishing details (seams, buttons, trims, etc.) • Most of the above will depend on trends

5. Price • Research will uncover what your potential customers are willing to spend on apparel items. • Competitive research analysis – how much are competing brands selling their items for?

6. Promotion • how one reaches the consumer • Through advertisements, word-of-mouth, personal selling, etc. • Any form of communication with potential customers • You must know: • Where customers shop, • Where they live, • What malls they visit, • What t.v. shows they watch, • What magazines they read, • What they do in their spare time,etc…,

7. Place • how one reaches the consumer physically • You must know: • Where customers shop and • Where they live • Which cities (population/demographics) • How will you be able to get your merchandise to the customer • Retail – what stores will carry your collection?

8. Consumer Satisfaction • Knowing your target market is essential • The 4Ps (product, price, promotion and place) must be perfectly aligned to meeting the needs/wants of your target market • This is they way consumer satisfaction is achieved