Analyzing a Consumer Fashion Purchase

Cʼest Si Bon – The Maxi Skirt

Completed by: Ghazal Elhaei – Group H

Consumer Profile Ghazal Elhaei

I am a 20-year-old student, currently earning my diploma in Fashion Merchandising and I am currently working part time through out the school year. My current income stands at 15,000 - 20,000 for the year. Although, I am young and unmarried and living at home, I still have quite a few responsibilities to hold myself accountable to. I am an extremely ambitious person and if there is free time that I have I try to utilize it by volunteering or gaining more work experience.

When it comes to timeless pieces - I am not status-conscious and as long as I feel good in what I'm wearing; that's all that matters. My sense of style is a no-fuss, comfortable approach with a bit of edge. I like to put it as a 'pretty young thing' with attitude. I am constantly on the move and so my clothes need to be as versatile as my schedule. I need to be able to adjust from day-to-night without carrying a 'Mary Poppins' type bag with me around town. Although my discretionary income is limited, I continually aim to maintain an up-to-date and on trend wardrobe. I invest in classic fashion pieces and am much more willing to pay more for a good quality product that will last me a long time. When confronted with trends and fads, I become much more price conscious than quality-focused.

I recently purchased a midnight black maxi skirt from Winners® for $27.99.

The silhouette of the skirt is straight; slightly mermaid and with a touch of Yves Saint Laurentʼsʼ ʻle smokingʼ cut which elongates the legs when paired with a V-neck tee, tank or blouse. The color of the skirt allows the skirt to become a versatile piece. Because of its simplicity, it becomes a go-to for any occasion because you could pair it with heels or sneakers, a leather jacket or a crisp and structured blazer. The color compliments the silhouette through the continuing illusion of slimmer legs. The skirt is made of 95% polyester and 5% spandex. With a slight luster, it adds a sense of glamour to the basic piece as well. With its minimalistic approach, maxi-floor length cut and the way it sits on the female form makes this skirt an incredibly smart purchase.

When looking at the black maxi skirt and where it stands upon the life cycle – believe it is still at its peak and will continue to stay there. I believe that this item has longevity regardless of seasons and times and stands a solid staple in wardrobes.

To Buy or Not to Buy I have held my best friendʼs black maxi skirt hostage ever since I borrowed it a few weeks ago for a trip I was taking to Whistler. Truthfully, I havenʼt had a chance to see her to return the skirt… And yes, I have worn it a few times since returning from my trip. Realizing that maybe I should stop holding the skirt hostage, Iʼve kept it aside and made a conscious decision to purchase my own. In my current financial and overall state, (student, broke, hustling) I understood that I had to limit my budget and make use of my only day off for a few weeks to come wisely. I spoke with my best friend to figure out where she went to purchase her skirt and try there first. Naturally, I headed to the Winners® location at Madison Mall, the closest one to my home, and the place where my best friend purchased the skirt. I found nothing. Only printed skirts, asymmetrical skirts and mini skirts. So, I ventured downtown. Brand name was not a big concern of mine – for this piece, I wanted to find something affordable. And so I checked my usual go to places: H&M, Urban Outfitters, Sears, and the Bay but I couldnʼt find anything that fit within my vision. Feeling a bit in defeat, I ended up going into Future Shop to pick up a cable for my brother and figured I should give one last try at the Winners® on Robson and Granville before venturing towards the e-commerce world to find my perfect skirt. Lo and behold, hidden amongst the sea of bottoms, and after a relentless 20-minute search, was my perfect black maxi skirt. I tried it on, fell in love and lived happily ever after; at least for the rest of that day. I am extremely satisfied with the fact that I actually found a skirt that not only fits well, is a nice cut and fabric but something that sat well below my target budget. Itʼs also incredibly comfortable which fits perfectly with my sense of style because I love to be comfortable. Iʼve already worn the skirt three times and I know for a fact that it will end up becoming a key piece in my wardrobe.

Winners® is a subsidiary of TJX Companies; a corporate-held, publicly owned company. Winners® is a chain of off-price Canadian department stores. The store offers brand name clothing, footwear, bedding, furniture, beauty products and house wares at a reduced price. The maxi skirt purchased was by a brand called 'Grace' and can be found in various department stores besides Winners. This product isn't an exclusive product to Winners; it is readily available at a variety of department stores. Retailers that carry the item include Marshalls, Target and Wal-Mart. I believe that Winners® should stock this item in depth because it is a timeless and a seamless transitional piece for any season.

LA FIN