Blog: Leonie BarrieYou don't need that!

Leonie Barrie | 9 August 2004

Why do people buy things they don't need? It’s an interesting thought, and one that’s been tackled by market researcher and consultant Pamela Danziger in a new book: ‘Why do people buy things they don't need? Understanding and Predicting Consumer Behavior.’ Often quoted on, Pamela believes emotional spending is an integral part of any purchase consumers make. Spending is now based on wants, not needs, she says.

Another critical change? Consumers are now in the driver's seat and control the marketplace. Once marketers learn how what drives and directs consumer behaviour, they can learn how to get people to buy more things they don't need! A word of warning though: the basic consumer personality is fixed over time. Bargain shoppers who religiously clip coupons and are willing to drive 30 minutes to save $5 will always be bargain shoppers.


Ethiopia unrest a sourcing risk?

Fashion retailer H&M and UK based glove and leather manufacturer Pittards both say they are monitoring the situation in Ethiopia closely after the country's government declared a state of emergency af...


Asia facing up to increased competition

Increasing competition for garment sourcing contracts is seeing China not only being challenged by other countries in Asia, but by sub-Saharan African and even Russian suppliers too. And it is pushing...


Cambodia raises garment worker wages

The monthly minimum wage for workers in Cambodia's textile, garment and footwear sector is set to rise to $153 from January next year, following a vote on the issue last week. The increase marks a ris...


Sportswear initiatives start to take shape

The results of two highly-anticipated initiatives in the sportswear sphere were revealed last week: the launch of Under Armour’s new UAS lifestyle brand and the first pair of running shoes created at ...

just-style homepage

Forgot your password?