What makes someone want to spend $500 on a pair of shoes or $200 on a T-shirt?
The main reason is Marketing. After the designers come up with the latest trends, it is up to fashion marketers to figure out how to get people to buy the stuff. So the Fashion Marketing aim is to move products from the catwalks to the customers’ closets.
As any specific industry marketing application, the plan based marketers begins with the environmental scan process. The information provides a platform for moving forwards and knowing where you can compete in the market and who you are trying to sell to.
But, despite of this primitive ideas, there is something taking part in the Fashion Marketing World that we must be concern of: Emotions.
Ever since the society began to believe in Fashion as a sign of class distinction, The clothes and accessories industry became an emotional need. Belief still nowadays, if we would develop the algebraic formula of “Fashion”, there would be no excused absence for the following items:
F. = Timeless + Universal + Veering + Socially + Quenching
Therefore, the Fashion Marketing needs to be the key to satisfy the needs of consumers and firms. But these needs to be covered are highly convoluted, which means is easy for firms to get confuse and also for not been able to positioning themselves and to adequately reach customers.
Related specially to fashion, one theory groups potential customers into four main categories:
Fashion equivalence to the fast food: cheap and chic, available all over the globe. This market is pretty focus on value for money.
- International superbrands
Opposite end of market to McFashion. Firms led by notion of couture, which are the drivers behind the aspirational elements of fashion.
- London, NY and Paris style
Fashion scenes recognized internationally for their creativity and flourishing market. Style icons.
- Micro Markets
Most directional in regards to the future of clothing and fashion. Meaning multi dimensional and multi style group and related to consumer moods or customized clothing.
Pretending to answer the question with which I began this post, the fact that makes people want to spent a considerable amount of money on fashion is the materialistic need, to became part of a distinctive, luxury, society class because of the acceptance, imitation and belonging.
Feelings and emotions created by marketing strategies that position the firm and recovered the brand, because the product will never be important, what matters is to fill that need for acceptance, mark it and exploit it.