BRAND POWERinfluence of advertisements

Consumer Influences

We’d like to think we’re very independent minded when it

comes to making fashion decisions. . .

Cultural and Economic Conditions Weather CultureAffordability

WeatherWeather will help determine

what is in style in a particular area.

Culture

Culture

Affordability Not everyone can afford the high

priced fashions that the celebrities are wearing.

Media and AdvertisingWhat is advertizing?

Paid promotional message by an identified sponsor.

Where do we see advertizing?

CommercialsAll it takes is 30 seconds to

make an impression. What do the commercials do to

appeal to their audience? Mandee

http://www.youtube.com/watch?v=lyWZUITmWRg&NR=1

GAP http://www.youtube.com/watch?v=uXA1d4vnYjU

TV Shows Shows that we watch every week, we

come to love the characters and want to be friends with them, want to act like them, AND want to dress like them. . .

Brady Bunch http://www.youtube.com/watch?v=pM-0Pwgr7-E&feature=related

Dawson’s Creek http://www.youtube.com/watch?v=Ef9qfidX1Kg&feature=related

Friends http://www.youtube.com/watch?v=iKP8nset6oA&feature=related

TV ShowsWhat are some of your favorite TV shows that have influenced the way you dress?

MoviesMovies are much like TV

shows, but they have much less time to capture our attention and hearts. .

What movies have influenced the way you dress?

MagazinesTell us how to dress based on:

Figure flatteryThe latest trendsThe best deals

Magazines

Technology With technology comes the

availability of new fibers and materials.

Light Shirts http://www.youtube.com/watch?

v=Yd99gyE4jCk&feature=PlayList&p=1B65D6630C17C9F5&index=1

30’s Futuristic Fashion http://www.youtube.com/watch?v=txaR2HvnwVg

TechnologyIn the 40’s, a technologically made fibers influenced clothing greatly.

What was this fiber?

Nylon!!Women’s Nylon

stockings were first produced in 1940.

TechnologyIn the 70’s, technologically made fibers influenced clothing greatly.

What was this fiber?

Polyester!!!

TechnologyWhat other ways has technology influenced our fashion?

Velcro

Purchasing Influences

Purchasing What influences you to make a purchase?

Conformity Peer pressure Social (media, culture, religion) Individuality

Purchasing Influence Conformity:

Obeying or agreeing with a given standard or authority

Peer Pressure: Force that makes people want to be like others in

their social group.

Purchasing Influence Social

Culture, religion, media and other factors that influence a consumer’s purchasing habit

Individuality The quality that distinguishes one person from

another.

Types of Purchasing Options

Where do you buy your clothing?

RETAIL STORES AVAILABLEChain Stores: Groups of stores that are owned,

managed, and controlled by a central office without a main flagship store.

Department Stores: A retail establishment that offers a large variety of many types of merchandise organized into separate departments. Specifically must be employ 25 or more and have at least three departments – home furnishings, household linens, and apparel for the entire family.

Retail Stores

Specialty StoresRetail outlet that handles a specific kind of merchandize or one category of goods, such as children’s wear, shoes, plus sizes, etc…

Discount StoresRetail outlet that sells merchandise at consistently low prices.

Retail Stores

Manufacturer-Owned StoreA store that carries clothing from one specific brand or manufacturer

Outlet StoreRetail store associated with a specific manufacturer that sells seconds and overruns.

Other Purchasing Options Catalog Retailing

Traditionally called “mail order retailing” involves sending a catalog to potential customers through the mail, customers place orders by mail or phone. The company then delivers the merchandise by mail or other carrier

Internet Who has bought clothing off of the internet?

Purchasing DecisionsWhat should you look for when

looking at the quality of clothing?

PERSONAL SHOPPING Decisions Quality of the clothing or garment

Look for the following Basic construction Seams Matching plaid Attachment of fasteners (buttons, zippers,

etc.) Proper Fit: different brands sized

differently-try on before you buy

PERSONAL SHOPPING Decisions Cost per wear

A method of calculating the value of a purchase by dividing the cost of an item by the number of times the item is worn.

PERSONAL SHOPPING Decisions What is smart shopping?

Shop Sales (seasonal sales) Comparison Shop

$14 (Walmart) $25 (American Eagle) $42 Nordstrom

Care LABEL INFORMATION Care label

Tag attached to the inside of clothing that must identify the fiber content and directions for cleaning the garment.

The tag must have on it: fiber content care instructions location of manufacture size

Labels must be permanently attached & remain legible for the life of the garment

Label Information Before you buy a garment: READ THE LABELS

You’ll learn useful information that will help you make better buying decisions. Cotton/Polyester Blends Cotton/Spandex Acrylic vs Wool

Hang Tags Hang Tags

A detachable ‘sign’ that provides information such as: brand name size price warrantee

HANG TAGS Should be securely affixed

& readily accessible May include more complete

information than affixed label & not conflict

Trademark, store name, logos, signature labels, size, price etc.

Laundry Care International Care

Symbols General Trade

Commission Trade Regulation

In effect since July 1972 Labels must be

permanently attached & remain legible of life of the garment.

When to Shop?

You may want to shop at different times of the season for different items. Fashion timing can be used in a practical way.

For a wide variety of colors, sizes, and styles shop early in the season.

For lower prices, shop late in the season, Shop ahead when you will need an item. This will allow you to

watch for sales, and to shop smartly. Example: a prom dress, ski jacket, etc.

Shop well in advance of a holiday to get the best service and selection.

Morning hours are great times to avoid crowds and get good service

The best time to shop for shoes is after you have done some walking.