HIGH
29/30
= 97%
Trends in Fashion
Customer Behaviour Analysis
Article 1: Sizing issue in Fashion
based on the article “One Size fits None - The fight to take back the fitting room” by Time
Magazine
Fit vs. Fad
Issue: Vanity Sizing
Brand's way of appealing to a customer's ego
Reasons:
• Increased body proportions • Brands want shoppers to
feel skinnier than they are
Size 8 through the ages
Changing measurements since the 1950’s due to
vanity sizing
Quick facts:
Return rate
40%
67% of
American ($96 Billion)
women wear
a size 14
Online sales
64%
$240 Billion consumers
complained of
incorrect fit
What does the consumer think?
● Shoppers are walking away from brands that
market a single way to be sexy
● Emergence of different shoppers like
genderqueer, transgenders and agenders are
rejecting labels, from sexual orientation to
gender and even size.
● Consumers demand fast fashion chains carry
larger sizes.
● Prefer labeled brands with small sizes to
boost their self esteem
Solution
● Branding Body positivity
○ Beyonce and Melissa McCarthy calling out brands
● Universal sizing
○ Gwyneth Paltrow – Universal Standard
Are retailers listening?
● Most retailers still feel:
○ Fashionable = Skinny
● Biases are breaking down:
○ Victoria’s Secret, is attempting to rebrand
itself to emphasize comfort and authenticity
○ Nike is using a plus-size model to sell sports bras.
○ H&M is expanding its plus-size collection.
○ Designers are starting to embrace a broader
array of body shapes.
Article 2: Labour regulations in Fashion and
Fast Fashion
based on the article “The Zara workers’ protest shows why fast fashion should worry all of us”
by The Guardian
What does the consumer think?
• How Fast fashion is putting pressure
on brands to exploit labour to meet
demands.
• How clothes are becoming more
disposable than before.
What will happen?
• With the brand?
• With the consumer?
• With the relationship
between the brand and the
consumer?
Article 3: Brand Ambassadors in Fashion
based on the article “Ten celebrities - Approved contemporary labels that made it big in 2017”
by Vogue
10 new brands reach certain success and
gain prominence in 2017 after being
adopted by celebrities.
● Rihanna
● Gigi Hadid
● Selena Gomez
● Bela Hadid
● Kendal Jenner
● Sienna Miller
Group of Influence
● Celebrities are the source of the
massage and can influence the
understanding of the viewer:
● Branding:
○ Advertisings campaigns.
○ Lend their famous names to brand
products.
○ Using brands products in their
privates lives.
The behaviour of the celebrities is copied by
the public, it is assimilated by the audience
and brand take advantages.
Influence groups send massage to
consumers:
● Likeability
● Attractiveness
● Expertise
● Trustworthiness
Satisfy the consumer psychological and
fashion sense.
Article 4: Diversity
based on the article “To Avoid More Racist Hoodies, Retailers Seek Diversity” by NY Times
Diversity
● Fashion and media are responsible for
creating beauty standards
● Social media is helping the minorities to
get voice
● Besides striving for representativeness,
people have taken a more ethical stance
of brands
H&M Case
● Protests
● Celebrities posting messages
against the brand
● Image damage
Why
should
brands
care?
Not only mistakes make the brand lose consumers!
The lack of representation causes minorities to move
away and militate against the brands.
Article 5: Fashion retailor and their Brands
based on the article “The Secret of Zara’s Success: A Culture of Customer Co-creation” by
Martin Roll
Primary focus on “Fast Fashion”
Core Strategy: Catering to Customer needs and offerings are made as fast
as possible.
Market Segmentation: built
successful brands based on
different styling requirements of
consumers; it is well segmented
in the fashion category.
Business Model
CHINA AFRICA EUROPE MIDDLE EAST
Adoption of global consumer culture
Importance of Co-Creation?
● Consumer Inputs are valuable
● Insights lead to unique
product development
● Empowering Customers to
make choices
Value Exchange
Value Creators
Influencing Consumer Perception
Co-Created product
• Attractive
• Innovative
• Unique
• Customized
Non Co-created Product
Consumer Behavior and Co-Creation
Thank you
Group members:
Student Name Student ID:
Aditya Nair C0723086
Alessandra Temporal C0718900
Julia Freitas C0724145
Mariana Veiga C0724460
Praveen Kumar Badulla C0714066
