Fashion Trends: consumer

perception and how it affects their
buying behaviour
Presented By,
Mohd. Aaquib Qureshi
1903722
Introduction
“Fashion is not something that exists in dresses only.
Fashion is in the sky, in the street, fashion has to do
with ideas, the way we live, what is happening”- Coco
Chanel (Fashion icon).
we can say that fashion trend is the designers’ creation
and development which adopted and appreciated by
many peoples.
Fast fashion is a new term used to describe clothing
collections that are based on the most recent fashion
trends. It emerges in the context of that the fashion
cycle is moving faster than ever before.
Introduction
This research addresses the fashion trend influences on the
consumers; their styling and buying of clothes. This analyses the
general consumer behaviour towards fast fashion, what the
underlying causes that form the behaviours and consumer
perception towards fashion trends. The analyses are based on
combination of consumer behaviour theories, descriptive and
empirical study that is found from questionnaires conducted in
Agra.
The main results from the analyses are respectively obtained in 4
main terms: fashion trend: consumer perception and styling,
Decision making process and involvement, Individual
differences, and Group influences. Outcome can be further
developed into marketing implications.
Objectives
To examine the consumer perception towards fashion
trends and the fast fashion.
To identify the willingness of styling and adoption of
fashion trends by consumers.
To identify the buying behaviour of consumers
towards fast fashion.
Need of the study
The people of Agra are very much concern about fashion
trend demanding the fashion clothes according to
flowing fashion. The youth generation go to Delhi and
other cities to purchase the fashionable clothes so there
is a need to study the fashion trends marketing and how
it is changing the buying behaviour of the consumer and
the response of the cloth retailing industry of Agra.
This study will cover the various aspects and perceptions
of consumers towards fashion trends that can be used in
marketing campaign of different brands for compete in
the market
Research gap
Though several researchers attempted to conduct a
detailed study on the fashion trends but in recent time
none of the researcher focused on the fashion trend
influences and impacts on the general consumers and
their buying behaviour. Other studies neglect the
consumer perception towards fashion trends, and
styling. Hence, it seems to appropriate to conduct on
the study, “Fashion Trends: consumer perception and
how it affects their buying behaviour”.
Reserch Methodology
Title of the study: “Fashion Trends: consumer perception and how it
affects their buying behaviour” (with special reference to Agra
district).
Sample: 72
Research design: This is the descriptive & empirical study on the
fashion trends and how this affects the buying behaviour of consumer.
The betterment of marketing implications of the brands and retailers
for the fashion trends in Agra for profitability.
Universe: consumers of Agra district.
Primary data: The main goal is to achieve in the primary research is
to developing a practical knowledge, understanding the present trend,
get response of the questionnaire.
Customer Survey: For customer survey, we make a questionnaire for
20 questions and give it to individuals. Age group of (18-35) years old
Secondary data: internet, books, magazines, journal etc.
Findings & Analysis
Fashion trend
• Consumer perception : consumers follow the internet
for assessing the information about the fashion trend
and want to intimidate the styling of the celebrities.
They follow them and influenced by them as well as
from social influencers.
• Styling adoption : Consumers are willing to adopt the
fashion trend in their styling and more focused to
change their styling more often as per their convenience.
Brand campaigns can create curiosity and hype among
the consumers regarding the fashion trend.
Contd.
Decision Making Process and Involvement
• Decision Making Process: To be specific, consumer
decision process varies, for fashion trends and happens in
following 3 patterns: (1) Purchasing in accordance with
certain expectation. (2) Purchasing some unexpected
item during the shopping with certain expectation.
• Degree of Involvement: Fashion trends has bit
significant meaning to consumers’ self-image, the
information for consumers are not in lack, the risk to
purchase is not high, and it also has some social
importance, therefore, fashion trends can be regarded to
belong to the bit less degree of involvement.
Contd.
• Alternative Evaluation: In the evaluation of alternatives
between fast fashion brands and other fashion brands or
stores, consumers regard price as a very important
criterion, thereby fast fashion gaining more scores when
consumers making decision, and especially when there is
no relation between price and whether trendy, since
trendiness is also a key criterion in this case.
• Individual Differences
• Knowledge: It does not play a very important role in fast
fashion purchase.
• Attitude: Consumers already have some attitudes, or
beliefs, towards the two different involved fast fashion
brands, H&M and Zara and other brands.
Contd.
• Self-Concept: It will be much easier to attract the target
group if a brand does well to stress the match between
consumers’ self-image and brand image. Thus, only
when the three images: the brand’s target consumers’
self-image, the brand image. Most consumers think
fashion trend is important for their self image.
• Lifestyle: Today lifestyle becomes a popular concept,
and the marketers use it very commonly to build
relationship of their products with the target consumers’
daily life. Consumer chose Indian and western fashion
according to their convenience and occasion.
Contd.
Group Influences
• Reference Group Influence: The most reference sources
is Internet, then also media sources like TV & Movies,
magazines, newspapers and people around. Firstly, the
way to get product information from people around is very
different from the rest ways, because the information is
actually conveyed by individuals on an informal basis,
which is very often used in our everyday experience, also
called “word-of-Mouth communication”.
• Word-of-Mouth Influence and Opinion Leadership:
Mostly peoples like to talk about the fashion with friends
and take their opinion on the fashion trends , here WOM
works to influence their purchase decisions.
Conclusion & suggestions
The main results we got from the above analysis, which
are valuable for marketing strategies, will be further
developed into marketing implications as:
• More focused on Internet, celebrities and social
influencers for setting your fashion & style to be go in
trend
• Brand campaigns and promote fashion trend
• Get more consumers to be involved
• Improve the store situation
• Influence consumers’ attitudes to the brand or fashion
trends.
Thank You