Podcast
Questions and Answers
Which of the following is NOT a demographic factor used in customer profiling?
Which of the following is NOT a demographic factor used in customer profiling?
- Purchasing power (correct)
- Age
- Income
- Gender
What is a main purpose of customer profiling in fashion marketing?
What is a main purpose of customer profiling in fashion marketing?
- To reduce inventory costs
- To maximize production capabilities
- To predict economic trends
- To create a portrait of the customers (correct)
Which segmentation method focuses on customers' shared characteristics and behaviors?
Which segmentation method focuses on customers' shared characteristics and behaviors?
- Physio-graphic segmentation
- Purchasing behavior (correct)
- Geographic segmentation
- Demographic segmentation
What is important for marketers to consider when selecting a market segmentation base?
What is important for marketers to consider when selecting a market segmentation base?
Which of the following is an example of psychographic segmentation?
Which of the following is an example of psychographic segmentation?
What type of segmentation is represented by the division of a market based on geography?
What type of segmentation is represented by the division of a market based on geography?
Which of the following customer characteristics is relevant to the stage of family life cycle?
Which of the following customer characteristics is relevant to the stage of family life cycle?
Fabindia targets which demographic group?
Fabindia targets which demographic group?
Which avant-garde movement is primarily focused on innovations of form?
Which avant-garde movement is primarily focused on innovations of form?
What are the four major stages of a product's life cycle?
What are the four major stages of a product's life cycle?
How does the fashion industry's product life cycle generally differ from other industries?
How does the fashion industry's product life cycle generally differ from other industries?
During which stage of the fashion life cycle are costs often high due to low sales?
During which stage of the fashion life cycle are costs often high due to low sales?
What is the primary aim of promotion during the Introduction stage of fashion?
What is the primary aim of promotion during the Introduction stage of fashion?
Which characteristic describes the distribution approach during the Introduction stage of a fashion?
Which characteristic describes the distribution approach during the Introduction stage of a fashion?
What impact does competition have during the Growth stage of the fashion life cycle?
What impact does competition have during the Growth stage of the fashion life cycle?
What distinguishes classic garments in the context of fashion trends?
What distinguishes classic garments in the context of fashion trends?
What factor is most likely to affect the price customers are willing to pay for a brand's outfits?
What factor is most likely to affect the price customers are willing to pay for a brand's outfits?
Which of the following traits reflects a customer's readiness to buy?
Which of the following traits reflects a customer's readiness to buy?
How does geographic location influence clothing purchases?
How does geographic location influence clothing purchases?
What type of customers would a brand that sells sports clothing most likely want to target?
What type of customers would a brand that sells sports clothing most likely want to target?
Which statement is true regarding urgency in the buying process?
Which statement is true regarding urgency in the buying process?
What is an important consideration for brands when selling online?
What is an important consideration for brands when selling online?
Customers who are champions of environmental sustainability are likely to prefer brands that:
Customers who are champions of environmental sustainability are likely to prefer brands that:
Which psychographic factor is vital for a brand that produces club wear?
Which psychographic factor is vital for a brand that produces club wear?
What is the primary characteristic of fashion according to the given content?
What is the primary characteristic of fashion according to the given content?
What does planned obsolescence refer to in the fashion industry?
What does planned obsolescence refer to in the fashion industry?
How does the fashion industry adapt to customer needs?
How does the fashion industry adapt to customer needs?
Which factors drive the competitive ethos in the fashion industry?
Which factors drive the competitive ethos in the fashion industry?
What role does design play in fashion?
What role does design play in fashion?
Which designer is NOT mentioned as an influential figure in fashion design?
Which designer is NOT mentioned as an influential figure in fashion design?
In which countries is the notion of fashion design as an art form more widely supported?
In which countries is the notion of fashion design as an art form more widely supported?
What is a common customer response to the concept of planned obsolescence in fashion?
What is a common customer response to the concept of planned obsolescence in fashion?
What happens to prices during the maturity/peak stage of fashion?
What happens to prices during the maturity/peak stage of fashion?
Which fashion adoption theory describes the flow of trends from high fashion to mass market?
Which fashion adoption theory describes the flow of trends from high fashion to mass market?
In the decline stage of fashion, what is a common strategy for selling remaining stock?
In the decline stage of fashion, what is a common strategy for selling remaining stock?
At which stage is the fashion most likely to achieve mass appeal?
At which stage is the fashion most likely to achieve mass appeal?
What characterizes the trickle up theory in fashion adoption?
What characterizes the trickle up theory in fashion adoption?
Which of the following best describes the role of distribution during the maturity/peak stage?
Which of the following best describes the role of distribution during the maturity/peak stage?
What happens to profit potential in the maturity/peak phase of fashion?
What happens to profit potential in the maturity/peak phase of fashion?
What is likely to occur during the decline stage of a fashion product?
What is likely to occur during the decline stage of a fashion product?
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Study Notes
What is Fashion
- Fashion is about change, involving trends and fads that constantly evolve.
- The fashion industry thrives on creating new products, often through planned obsolescence.
- This change in fashion requires a constant creative design process.
- Fashion involves marketing and understanding customer needs.
- The avant-garde movement emphasizes originality in art, which can be applied to fashion.
Fashion Evolution
- The concept of the product life cycle applies to fashion, with products going through introduction, growth, maturity, and decline.
- Fashion trends have a life cycle and typically follow a bell-shaped curve: introduction with high prices, growth with wider appeal and lower prices, maturity with mass appeal and falling prices, and decline with fading popularity.
Adoption of Fashion
- Trickle down: This theory proposes that high fashion trends trickle down from Haute Couture to the mass market through copying and adaptation.
- Trickle up: Fashion inspiration starts from the street and is adopted by designers.
- Trickle across: Different socioeconomic groups adopt fashion simultaneously, with styles appearing in different levels of the market.
Customer Profile with Segmentation
- Customer profiling helps fashion brands understand and target specific customers.
- Demographics, purchasing behavior, geography, and psychographics are key segmentation factors.
- Demographics: age, gender, family size, income, occupation, etc.
- Purchasing behavior: user occasion, desired benefits, loyalty level, readiness to buy, urgency.
- Geographic: country, city, climate.
- Psychographics: social class, lifestyle, spending attitude.
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