Consumer Behaviour in Fashion - Literature review Example

Consumption Behaviour in Fashion Literature Review: Consumer Behaviour in Fashion Introduction The study of the behaviour of consumers is a vital segment that helps companies of firms to provide products that concide with the interest and need of the consumers. However, the dynamics of the society have complicated these needs as they tend to vary from one society to the other. There are several factors that have significantly influenced the behaviour of consumers in the fashion industry. This industry has been so competitive and those companies that have managed to comprehend the consumer behaviour have not only continued to annex huge profit margins but also improve their performance. The techniques of influencing the consumer behaviour include perspectives such as those deemed psychological, cultural, and political among others. These perspectives have been employed by marketers in the industry in the development of marketing strategies (Wells & Foxall, 2012). One of the most common trends in the fashion industry has been the fast fashion where prices of products are lowered. The beliefs in this concept is quite different from the luxury products where their life cycle tend to be higher that fast fashion. The strategy in the fast fashion is that which the consumers are deluded and lured into buying products to satisfy their immediate needs without considering how long the products are likely to last. Besides the fast fashion method, the other methods are the moderate and classical or slow fashion. However, there are areas in the industry that the researchers have not addressed in totality. One of those areas is factors that bring about the differences in consumption behaviour between males and females (Tyagi & Kumar, 2004). The Consumer psychological perspective in the fashion industry It is interesting to note that as other companies or retailers off goods at higher prices, others offering similar goods or designs may do so at a relatively cheaper price. This indicates that firms tend to create status level as a positioning strategy in the competitive market with the aim of optimizing their performance. Horowitz (2009) argues that venture with higher price points usually endure themselves to the consumers on psychological perspective especially after the traditional techniques have been rendered ineffective. High end firms or companies, as well as market researchers employ psychographics as the standards for studying the attitudes, values and opinions of the consumers. Venkatesh et al (2010) explain that individuals tend to be motivated to satisfy their self concept. They have the inherent desire to not only belong to a particular social class or group but also to boost their self-esteem. Lifestyle choices are the drivers of fashion. The choices include ambition, power and status orientation, materialism, and the desire to be famous or popular. The fashion researchers as Seyoum (2007) illuminates have the interest in not only the socials values but also in groups which are perceived to be influential. Their interests are more focused on groups that are organized because they have higher degree of influence. For an instant, they are conscious to the fact that cloths are worn in the public places hence individuals dress for others. According to Cleveland & Laroche (2007), retail stores create symbolism of both status and fashion through adhering to their positions as competitors in the market. For example youths especially the college students are some of the groups that are hugely influenced by fashion. The majority of individuals in this group are easily influenced, required, and pressured to wear particular or specific type of fashion (NewsOk, 2014). The fashion industry as the driver of consumer behavior The contemporary fashion industry is constructed on the basis of instant gratification. It is characterized by production of good in mass after which the perceived fashion goods are cheaply priced hence transforming the goods into consumables that are not expensive. This kind of psychological perspective is common with the fast fashion where the fashion retailers lower the prices of their products by using materials that are of low quality. These items or goods are subject to wear and tear after a short lifespan thus compelling the consumer to go back to the market. For an instant, there is an emerging trend especially in the fashion cloth industry where consumers frequently purchase clothes without putting into consideration whether the clothes are worth the prices embedded to them (NewsOk, 2014). Fast fashion is a term that is associated with collection of cloths or other items that depict the recent trends in fashion. It is in the context of the cycle of fashion is fast in terms of movement. Moreover, it is driven by technological innovation, internet, and globalization where the up-dated fashion is rapid in forming new field and market. Batra & Kazmi (2008) highlight that just like fashion, fast fashion also has life cycle. However, its life cycle is always shorter since its growth and consumption tends to be very fast. Solomon & Rabolt (2009) illustrate the life cycle of fashion to be consisting of the introduction stage; the acceptance stage; and regression stage. The introduction stage comprises of the innovation and rise where the innovation consist of how distinct the good or product is from the existing ones. The acceptance stage is a stage where the consumers begin embracing the products and after it has been adopted it gets to the culmination stage. Later, at the regression stage, the fashion declines with time to the extent that is disappears from sight or becomes obsolete. However, the shape and length of fashion cycle differ depending on the kind of fashion. Therefore, there are fashions that live long, others leave after a short period of time (Venkatesh, et al 2010). The different types of fashion depending on their life cycle are moderate, fast, and slow or classic fashion. Liz & Gaynor (2006) assert that fast fashion is a perspective concept used in business strategy to minimize the buying process through which new fashions are put into store to meet the peak demand of the consumers. The fast fashion aims at making sure the consumers purchase products within the fastest time possible. They are designed in a manner that makes shopping to be fun (Aron & Eric, 2008). In addition, the consumers are psychologically manipulated into not thinking of the likely life span of the product and instead focus on the immediate greatness of the product. Due to the speed of the fast fashion, the consumers hardly resist to be lured into making purchases. Admittedly, there are few academic researches into the fast fashion phenomenon. The three key factors that characterize fast fashion are cheap, dominance and cater. Bosshart (2006) argues that the fashion industry is relatively cheap in comparison to other industries due to the delocalization of production and distribution. As for the fast fashion, it is democratized by its speed and low price thus making cheap its vital component. When products are cheap, the consumers are likely to be stimulated which in turn accelerates the flow products. In reference to cater, the brands of the fast fashion tend to shorten the time of the products on the shelf. This is converse with the luxury brands. The fast fashion brands make timely response to the preference of the consumers by not being strict to certain beliefs (Jansson & Power, 2010). As for the dominance aspects, the fast fashion responds by producing products that capture the latest trends in a bid to lure the consumers. These techniques are employed so as to dominate the fashion market. However, there is a resurgent of trend in slow shopping where consumers shop less and instead incorporate more thoughts while making purchases. In turn they develop the feeling of having control on their money, as well as being happy for having purchased an item (Fuller & Matzler, 2008). If the trends are fast changing in the fashion market, the industry tends to take full advantage of the phenomenon by lowering the quality of the items that don’t last and convincing consumers on how desirable the products are. The consumer cultural perspective in the fashion industry According to Bhardwajn & Fairhurst (2010), the growth of fashion industry has been catalysed by globalization. Moreover, the attraction of the marketplace has driven the consumers’ cultural attributes across the numerous segments of the consumers. The contemporary marketing managers face the challenge of the changes in cultural values, preference of the consumers, and the intention of the consumers towards the purchase of fashion products. Sarangapani (2009) asserts that the homogeneity of the consumer behaviour across the global has been accelerated by globalisation while in the local market the homogeneity of the consumer behaviour has significantly been reduced. Most multinational firms that deal with fashion apparels have been integrating intercultural differences and developing or rather building a synchronised consumer culture across the entire globe. It is aimed at the stimulation of consumer interest towards the fashion apparel. One of the stimulants in the market that has been used is fashion shows. They are marketed through various media channels such as fashion adverts, television, fashion events, and displays in stores. These avenues have lead to the influence of consumers across cultures in the world. The interactive strategies in the marketing of fashion products have lead to the convergence of both the modern and traditional values, as well as, lifestyle in the development of consumer culture that is homogeneous. Before globalisation, icons in the society as convectional techniques were used as cultural drivers. However, global fashion players have replaced the convectional techniques where brands are used as a technique of positioning products in the market. The building of brands, as well as, differentiation of the brands has impacted significantly towards the orientation of consumers towards the fashion apparels (Fuller & Matzler, 2008). Firms and retailers in the fashion apparel industry are faced with the challenges induced by globalisation, the short life cycle of products in the industry, and the increase in competition. These factors not only cultivate the skewness of the consumers but also contribute to challenges in the market. The market for fashion products has been diversified through brands in stores, adverts, personalisation and different ethnicity and races across the planet. For companies and firms in the fashion industry to thrive, they should identify specific preference targets of the consumers in order to attract the targeted consumer groups and maintain them. Evidently, the culture of consumers towards fashion has significantly shifted. However, the cultural consumer behaviour tends to differ in terms of gender. The preference of stereotypical females and males is crucial for the players in the fashion industry in making informed decision concerning the targeted consumers in the market. Caterall & MacLaran (2002) illuminates that the consumption and behaviour of males and females differ and these differences have the potential of influencing their behaviours as consumers. Bhardwaj & Fairhurst (2010) suggest that individuals who are oriented communally such as the females tend to enjoy shopping because they are psychologically identified with the community. This shopping behaviour can be coined in the consumption of fashion products. Critical evaluation In reference to the above review of literature, the past work on the fashion industry related to the behavior of consumers has focused on the following perspectives: psychological perspective, cultural perspective; gender perspective; and types of fashion model. For an instant, in the psychological perspective, the pricing of fashion products have been based on psychological manipulation of the consumers which in turn triggers them into making purchase. For example, some companies price their products high since high products are usually associated with quality which is never. The other firms position themselves strategically by offering products at reduced costs with the aim of maximising sales and performance. The psychographic studies which fashion companies employ is conscious to the fact that human being love self gratification and hence if offered products that elevate these concerns, they have higher chance of making purchases in return. The desire to belong to a particular social status and have higher self-esteem is a concept that fashion industry has extremely exploited and still does so to their advantage. Moreover, lifestyle choices have been incorporated into the psychological perspectives by the fashion players in the industry to meet the needs of the consumers. Interestingly, the industry has been a major driver of the behavoiur of the consumers. The industry influences the behaviour of the consumers through their products that promise the consumers instant gratification of their needs (Pentecost & Andrews, 2010). However, this is more common with the fast fashion model where the prices of the products are low. It is constructed in such a way that the consumers are lure into making purchase without considering the lifespan of the product purchased. Moreover, these products do not last in the market in that they tend to be rendered obsolete or disappear in the market. The other perspective that has been widely and wildly researched on in the past is the consumer cultural perspective in fashion. In this perspective, factors such as globalisation and increase in competition of fashion products have influenced the behaviour of the consumers to a considerable level. Global corporations have made all cultures to be homogeneous in terms of the behaviour of the consumers. Consequently, the consumption culture of consumers has been shifting gradually (Pentecost & Andrews, 2010). The psychological perspective is ideal in illuminating the evolution of psychology in reference to the behaviour of consumers which in turn can be employed into the development of marketing strategies that are effective and profitable. It is a vital tool for marketers in the study of the consumer behaviour (Jansson & Power, 2010). Moreover, it aids the marketers in the comprehension of cultures in the markets that are supposed to be utilised so that the fashion products can conform or rather can be aligned with the needs and expectations of the prospective consumers. On the other hand, the culture of a society or a community is a great determinant of the consumer bahaviour. Culture affects the buying decisions of consumer. Wells & Foxall (2012) elaborate that culture at time define what women and men purchase in the fashion market. Since cultures vary from region to region and country to country, the marketers of fashion products have to establish marketing communication techniques that commensurate with the cultural factors in the local and global market. The comprehension of culture in the industry helps in the satisfaction of needs of consumers since cultural beliefs and practices are usually coined to satisfy the needs of the society (Jansson & Power, 2010). Future research work should focus more on the political perspective and influence of consumer behaviour. Moreover, more emphasis should be aimed at giving insights unto what brings about the difference in the consumption behaiour of females and males in the fashion industry. The extensions into studying the factors that bring about these differences are likely to aid in the construction of effective marketing strategies of fashion products. Reference List: Aron, O & Eric, C (2008). 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