considering fashion: the role of consumer behavior
TRANSCRIPT
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Considering fashion: the role of consumer behavior
April Atwood, PhD, Faculty, Marketing & Sustainable Business
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• Sustainable Business
• Sustainability Consulting
• Sustainable Marketing
• MBA Certificate Program
• Consumer Behavior courses
My involvement in sustainability issues?
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TOPICS I’LL TOUCH ON TODAY:
• Influences on CB• Decision-making
processes• Informal input
from Millennials• Trends
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Influences on Consumer Behavior
CulturalCultureSubcultureSocial Class
PsychologicalMotivationPerceptionLearningBeliefsAttitudes
SocialReference groupsFamilyRoles, status
SituationalPurchaseUsage
PersonalDemographics
agelife cycle stageeconomics, etc.
Psychographicslifestylepersonalityself-concept
CONSUMER
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Culture/subculture influences
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Social influences
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Demographic influences
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Psychographics/lifestyle
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Motivation Perception
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Beliefs Attitudes
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Situation (purchase or usage)
MM.La Fleur – subscription ‘bento’ box
Business formal?Business casual?Fashion forward?Casual wear?What is appropriate work wear for women?
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Influences on Consumer Behavior
CulturalCultureSubcultureSocial Class
PsychologicalMotivationPerceptionLearningBeliefsAttitudes
SocialReference groupsFamilyRoles, status
SituationalPurchaseUsage
PersonalDemographics
agelife cycle stageeconomics, etc.
Psychographicslifestylepersonalityself-concept
CONSUMER
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Consumer Decision-Making
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Consumer Decision
Process Model (High Involvement)
Purchase
Need Recognition
Search for Information
Consumption
Post-consumption Evaluation
Divestment
Pre-purchase Evaluation of Alternatives
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Divestment / Disposition Options
Keep
Use it to serve original
purpose
Convert it to serve a
new purpose
Store it
Display it
Get rid of temporarily
Rent it
Lend it
Get rid of permanently
Throw it away---
trash
abandon
Destroy
Recycle it
Give it away---
to be sold / resold
to be used
Trade it
Sell it: C2C … or
through intermediary...or
to intermediary
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Key role of ‘involvement’
How involved in the decision is the consumer? Applies to more than just purchasing….*disposal *search *repurchase *attention to ads/information/websites
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Influences on consumer involvement
• Knowledge level? Complexity?
• Short-term (situational) or long-term (enduring)
• Financial, social, psychological, physical, functional
• Time available for decision?
• Affects important others?
• Social risks, impact; personal ‘brand’ impact
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Consumer decisionsunder LOW involvement
Purchase
Need Recognition
Search for Information--MINIMAL
Evaluation
Divestment
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Consumer decisions to
repeat a behavior
Purchase / behavior
Need Recognition
Search for Information—what have I done before? Was I satisfied? If yes…..
Post-consumption Evaluation: still satisfied!
Next time---do the same thing again……
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Repeat decisions…..
Can be due to ‘loyalty’
(belief that the choice is THE BEST!)
….or…..
can be due to ‘inertia’
(not given enough reason to change)
Which will be more open to change?
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Consumer approaches to decision-making
economic: rational, deliberate, cost/benefit focus, full information
passive: not actively involved; more influenced by marketing/ads
emotional: focus is on ‘feelings,’ moods; impulsive
cognitive: consumer as problem-solver, thoughtful AND influenced by feelings
*influenced by personal style + situation
cognitiveemotional
economic passive
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The bottom line
Predicting consumer behavior can be challenging since people are:
• varied (interests, involvement, decision process)
• influenced by many factors
• likely to change over time
So, to be more successful, communicators must
consider SEGMENTS, not one huge whole population
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recent informal survey: Millennials
• my class of Millennials (early to mid-20s)• varied!
• most typically spend $150 or less/month on clothing but several spend $300 or more per month, every month
• the majority did more than ½ of their clothes shopping in person at a store; <20% did a majority of clothes shopping online
• most donated unwanted clothes to a charity or thrift store or gave them away to friends/family
• most have never put old clothes in a recycle bin; some admitted to putting them in the trash
• most have NOT sold clothes online or at a consignment store (! ThredUp, Poshmark?)
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• most felt that clothing played an important role in:• being appropriate in any situation
• boosting self-confidence
• allowing a reflection of their individuality
• many admitted that they pay a significant amount of attention to what they wear
• almost none had heard of ‘capsule wardrobes’ though many thought they had heard of a minimalist approach to dressing
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Trends: fast fashion
• results in more and more clothing items
• psychologically SO appealing:
– buying new things
– at a LOW price
– knowing they will not be available for long
– and more new things will appear soon
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observing others shopping
or their finds =
entertainment
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https://www.theatlantic.com/entertainment/archive/2015/03/the-neurological-pleasures-of-modern-shopping/388577/
proliferation of choices: more alternatives? or overwhelm?
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my students continue to choose fast fashion for convenience and price…
(despite environmental, social impact...)
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…but awareness of impacts is growing
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Buy thrift/vintage: a step against fast fashion
…and widely accepted and popular among Millennials
thrift shop haul: 11 items for $44
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Trend: capsule wardrobe
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capsule wardrobe influencers
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on a budget…
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specialized segments
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an Indian capsule wardrobe
http://ethnicthread.com/blog/the-indian-capsule-wardrobe/
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Trend: shopping services
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Trend: slow fashion
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Trend: don’t buy…..rent!
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Trend: don’t buy…..rent!
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Trend: don’t buy…..rent!
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M&S + Oxfam
Shwopping
Trend: retailers getting involved
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M&S +
London College of Fashion, School of Sustainable Fashion
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Trend: repair