What Consumers Look For When It Comes To Apparel

textile sphere consumer behaviour and apparel

What Consumers Look For When It Comes To Apparel

Research has shown that consumer buying behavior is affected by four major factors; cultural, social, personal, and psychological. Cultural factors are the most important factor in consumer behavior. It is the most basic cause of a person’s wants and behavior.

These cultural factors are the one that causes us to have certain wants. The type of culture we belong to and the way we perceive things around us depends on our upbringing, places we have lived in, our norms and values.

The same goes for social factors which are also very important when it comes to consumer behaviour. Social factors include a person’s family, friends, reference groups, role, and status in society. These social factors can sometimes affect a person’s decision-making when it comes to buying clothes as well.

Personal factors also play an important role in deciding consumer behaviour while shopping for clothes. Personal factors such as age, gender, occupation, income, personality etc all contribute to consumer buying behavior while purchasing clothes.

The clothing industry is a highly competitive market. With so many brands and models to choose from, it is hard for the consumer to decide what type of clothes to buy. In order to understand what consumers like, companies must first look at their target market and the type of people they are trying to attract.

When we think about fashion trends, we often consider color, fabric, and style. However, one of the most important factors that can determine whether a garment is successful or not is the fit. A good fit can make the difference between a garment looking great or looking awful and can make all the difference to a customer who is trying to decide whether to buy it or not.

Target Market

When starting out in the clothing industry, fashion companies need to know who their target market will be (Young Men, Women in Business, Senior Citizens etc). Knowing who you are going after allows your company to develop an image that will attract these people. When developing this image, companies will look at what products are most popular, what style is currently trending and how much money people are willing to spend. Once you have decided on your target market and who you want to attract, the next step is figuring out how you’re going to get them interested in your product.

Consumer Behaviour

If we take a closer look at young men as a target market and see what they like in their clothes, it can be concluded that young men like clothes which fit well as opposed to older men who prefer loose fitting clothes (Kanzi, 2010). Young men are also more attracted by different colours and prints than older men.

Many factors that influence consumer behaviour have been studied over the years. Important factors include consumer needs, motivation, attitude and perception, learning and beliefs and values.

Consumer needs motivate consumer behaviour. The consumer's needs are the basic concept in understanding buyer behaviour. Needs are part of a hierarchy that ranges from basic physical needs such as hunger, thirst, warmth and shelter to higher level psychological needs such as self-esteem and self actualisation. Needs can also be categorised into two categories:

1) Biogenic (based on biological drives)

2) Sociogenic (based on social drives)

When a need is not satisfied, it creates tension which motivates the consumer to purchase products which will satisfy their unmet need. For example if a person is hungry they may purchase food product to satisfy their hunger. It is important for marketers to understand what needs drive consumers because they will use these needs to appeal to them in their marketing strategy.

The clothes you wear say a lot about your personality and lifestyle. Clothes represent your taste, your style and your attitude towards life. They can make or break your image in front of others (or yourself).

Unfortunately, most people do not pay attention to what they wear in the morning – they don’t care. They wear anything they find lying on their bed or wherever they store their clothes. They put no effort into looking good and thus end up looking dull and boring.

But there are some who dress with great care – matching colors, styles and themes, paying attention to every detail from shoes to accessories. They care about how others perceive them and do everything in their power to make a good impression on people around them. These people know what looking good means for them and how to achieve it.

Thus, consider the cloth purchasing journey of your customer as a whole and it becomes easier to design effective eCommerce solutions. Pay attention to your customer, who they are and what they value. You can use this information to make better strategic decisions with regards to how you will market and sell your products online. Online clothing stores do not need to abide by conventional rules; all that matters is that it positions itself right so as to fit the needs of their target audience. Consumers will flock the ones who understand them best.

The impact of the new kind of pattern for clothes is rising. The impact on the market and people is also rising! It is not just a pattern in the clothes but it is also as a sign to tell something about people. If you want to be better designer, you should know this kind of pattern and how people will react when they see different kinds of patterns.

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