BRAND POWER influence of advertisements. Consumer Influences Wed like to think were very independent...
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Transcript of BRAND POWER influence of advertisements. Consumer Influences Wed like to think were very independent...
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.