Blog: Your consumer just evolved! Did you notice?
Leonie Barrie | 13 November 2003
So it’s not surprising that a whole range of tools has grown up to help the fashion machine get it right – from forecasting guides to fabric fairs – and that designers are constantly tapping into everything from the art world to the ‘street’ in an attempt to hit the right emotional temperature.
But as fashion gets faster and faster – consigned to sepia-tinted memory are the days of two annual fashion seasons and nine-month lead times – and a four-week turnaround from concept to store becomes the norm, the pressure to come up with a constant stream of newness has gone into overdrive. So much so, it seems that the current approach to forecasting is reaching breaking point.
Enter a new approach from French firm Style-Vision which has just published its latest report on ‘Life Attitudes to 2006.’ Its research is quite complex but basically looks at consumption based around moods and themes. So for marketing, targeting people is no longer about age, sex or other demographic data but more emotions, inner beliefs and social attitudes.
It also breaks away from the more familiar tactic of focusing on just one industry, believing quite rightly that whether consumers are buying food, fashion or cars the purchasing drivers are increasingly blurred. It’s different and thought-provoking, and well worth a look. Like so many good ideas it also begs the question: why hasn’t it been done before?
For more information on the style-vision report on Mega trends in global consumer moods to 2006 ‘click here.
Over the past month, Donald Trump and his team failed to offer any clear plan to ensure Americans would "Buy American, Hire American" - while the British government's attempts to clarify the specifics...
The Bangladesh government was forced to respond late last week to pressure over its crackdown on labour activists after a number of global brands and retailers, including H&M and Inditex announced pla...
Fresh from their disappointment at seeing the Trans-Pacific Partnership (TPP) free trade deal abandoned last month with an executive order by President Donald Trump, the US apparel and footwear sector...
With the ultimate aim of ensuring all the cotton in its products is sourced sustainably, value clothing retailer Primark is adamant that having a business model focused on offering the lowest prices o...
- What TTIP might mean for US, EU textiles & apparel
- Unlocks for the future fashion sourcing landscape
- EU eyes mandatory due diligence for apparel supply
- Four steps to reduce product defects
- Geo-political uncertainty and how to survive it
- US Q4 in brief – Finish Line, Oxford Industries
- H&M, VF Corp and Levi among most ethical companies
- Sears has "substantial doubt" of future
- Vietnam limits hazardous chemicals in apparel
- Target unveils "ambitious" store re-design plans
- Central and East Europe Report Package
- Central America strategic sourcing review - a focus on Guatemala, El Salvador and Honduras
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- When Things Go Wrong - A Practical Guide to Managing Common Problems in Apparel Sourcing
- Outdoor performance apparel 2016: A broader perspective