As the saying goes: “Women always have less clothes in their wardrobes.†Women have a strong desire for clothing and consumption. Similarly, men also have the nature of “newness and disgustâ€, but they are only relatively women in terms of clothing consumption. To converge some.
Irrespective of men, women and children, the rational and emotional needs of customers can be understood as "positive needs" and "negative needs" respectively. Positive needs are often measured and visible, such as price and convenience of purchase.
Negative needs are often hidden in the subconscious. Consumers do not even perceive themselves, and they are unable or unwilling to express them directly. This is often called the “black box†of consumer purchasing decisions. Negative needs are difficult to measure and difficult to express, but often play a decisive role in the decision-making of clothing purchase.
Types of Consumer Purchase Needs In 1993, the behavior of the apparel industry for consumers was defined as: "The decision-making process and actual activities used by individuals in evaluating, acquiring, using, and processing goods and services." In human social life, perhaps There is no better way to express people’s values ​​and lifestyle than to choose to wear them.
Consumer behavior starts with demand, centered on the type of purchase and model, and ends with purchase and consumption. Because there is a need, there will be a buying interest and a purchasing motivation. Therefore, the needs of consumers are the primary motives for buying behavior.
The basic needs of apparel consumers have two major characteristics: emphasis on personality and practicality.
Clothing consumers can be divided into six types: theoretical, economic, aesthetic, political, social, and religious.
Theoretical type: strong desire for knowledge, often follow the bottom, with particular emphasis on the comfort of clothing.
Economy: Focusing on the use of the product, it is considered wasteful to wear clothing that can only be worn for a while.
Aesthetic: Focus on the perfect form, showing a high degree of fun and accomplishment on clothing.
Political: The pursuit of a successful career and power position, wearing clothing that is both stylish and without losing its identity, consistent with its political goals.
Social type: Friendship, enthusiasm, costumes pay attention to the evaluation and popularity of others.
Religious: Religious believes in a religion or philosophy, and its clothing is often conservative or plain.
Consumer individuals often have two or more types of consumption at the same time, thus forming a value system that influences consumer behavior. For example, a consumer who has both economic and religious values ​​tends to dress neatly, abandon all luxury goods and cosmetics, and oppose the nakedness of the body.
The research results on human psychological needs provide various theoretical support for exploring clothing consumer psychology, among which the “human motivation theory†published by Maslow (A. H. MASLOW), an American-American psychologist, first proposed in 1943. The concept of "level of needs" is an important concept. Maslow believes that the common ground of human needs can be found regardless of ethnicity, gender, or age.
Maslow's demand theory to a certain extent summarizes the clothing consumer psychology. It must be pointed out that individuals who are in need of security, love needs and respect needs are closely related to their clothing consumption. As consumer life evolves from low-level to high-level, apparel consumption behavior generally has a tendency to identify (ie, move toward high-level consumers), while high-level consumers seek to differentiate themselves from clothing of low-level consumers. The new clothing, in the process of constant identification, innovation, re-identification, and newness, has formed the popular behavior of clothing.
The “needed†pattern of demand The Japan Color Research Center (PCCS) once conducted research on customers: When customers spend money, 72.9% of them are very concerned about product colors. It can be said that the color of clothing is an important factor influencing the customer's judgement of clothing. From the point of view of the human body's physiological laws, the customer's brain recognizes the garments contacted for the first time, with colors accounting for 65%, models 25%, and fabrics 10%.
The order of acceptance of products by customers who normally enter clothing stores is: look far, look at the money, and finally touch the fabric. The customer judges the acceptability of clothing according to their own preferences for different colors. In the clothing store, you can often find that when the customer just walks to the door of the store, the eyes are doing “radio scanning motion†in the audience. When you find your favorite color or a brighter color, the eyeball pauses for a short period of time and emits a "flashing" light. At this point, the customer will immediately act, walked quickly in front of the product, walking relative to other products and colors ignored.
Therefore, many powerful clothing brand companies spend a lot of time on the color and pattern of newly-developed clothing every season, and strive to form the uniqueness of their own brand and the irreplaceability of competition. For example, for some well-known clothing brands, in the development of new products in each season, there is always 5%-10% of the fabric spending is independent order buyout by the company, that is, in the market, other clothing brands may not have the color of the flower. Fabrics. This fully and effectively protects the purchase of the brand's customers, their unique performance, identity, performance requirements.
Second, style is the main means of expressing the style and shape of the clothing, and it also critically expresses the customer's willingness to dress. When the customer carefully browses the clothing style in the store, his or her brain is analyzing the information about the dress: What is the style of the dress? What element or decoration is my favorite? What kind of clothing can be used with the home? When to wear? How long can you wear? For example: Lace performance in clothing - elegant elegance; lotus leaf, lace - romance; tassel - "Bohemian" style; bow - lovely, feminine; pearl - intellectual, quality; fold - elegant Change; series of open lines - smooth lines; mosaic - collision personality; hollow - sexy and so on.
When the color and style are more in line with the customer's "taste", they began to enter the focus on apparel fabrics, workmanship and evaluation procedures. Therefore, if the customer observes that the customer is performing hand-scratching or pinching on the garment in the shop, it means that the customer is already satisfied with the color and style of the garment, and is making a judgment on the feel of the fabric, that is, wearing comfort. Therefore, the touch and functionality of the fabric at this time (such as: breathability, comfort, flexibility, wear resistance, warmth, tear resistance, etc.) have become a key factor affecting the customer to buy clothing. Next, when the customer submits an invitation to try on or accept the shopping guide, the preceding elements of the clothing have been analyzed and judged, and basically approved.
When trying on clothing, customers pay more attention to the type and size of clothing. Whether or not the garment satisfies its own wearing needs is determined by whether the garment is fit and whether it is improved or modified. Therefore, many customers will once again carefully review and look at the clothing in the fitting room: How are the fabric ingredients? How does it feel? price?
Cost-effective clothing? The convenience of wearing process? Put on the beauty? The comfort of wearing? Wear fit? After coming out of the fitting room, the indicator is reviewed and judged again. During this process, the reference opinions of the peers, shopping guides or other customers will be heard, and a comprehensive judgment will be made based on their own ideas.
Therefore, many clothing brands will make efforts to set up the fitting room in the store and to provide services during fitting. For example: women's clothing brands will be slightly tilted about 15 degrees to buy a dressing mirror, so that the overall dress effect of the customer wearing clothes to enhance; in the fitting room does not set full-length mirror, the customer wants to see the body effect of wearing clothing must come out, stand In the store, contact with shopping guides, accept shopping advice; adjust the light fitting room, it appears soft and warm, allowing customers to try on the process of comfort, reduce the irritability caused by wearing the product inconvenience; configuration with decorative beauty or high-end, comfortable Try fitting shoes so that the customer can coordinate with the clothing; even in the fitting room with women's cotton, lipstick, etc., in order to wear clothing during the wear, take off the makeup of female customers. (Zhou Zhou)
Irrespective of men, women and children, the rational and emotional needs of customers can be understood as "positive needs" and "negative needs" respectively. Positive needs are often measured and visible, such as price and convenience of purchase.
Negative needs are often hidden in the subconscious. Consumers do not even perceive themselves, and they are unable or unwilling to express them directly. This is often called the “black box†of consumer purchasing decisions. Negative needs are difficult to measure and difficult to express, but often play a decisive role in the decision-making of clothing purchase.
Types of Consumer Purchase Needs In 1993, the behavior of the apparel industry for consumers was defined as: "The decision-making process and actual activities used by individuals in evaluating, acquiring, using, and processing goods and services." In human social life, perhaps There is no better way to express people’s values ​​and lifestyle than to choose to wear them.
Consumer behavior starts with demand, centered on the type of purchase and model, and ends with purchase and consumption. Because there is a need, there will be a buying interest and a purchasing motivation. Therefore, the needs of consumers are the primary motives for buying behavior.
The basic needs of apparel consumers have two major characteristics: emphasis on personality and practicality.
Clothing consumers can be divided into six types: theoretical, economic, aesthetic, political, social, and religious.
Theoretical type: strong desire for knowledge, often follow the bottom, with particular emphasis on the comfort of clothing.
Economy: Focusing on the use of the product, it is considered wasteful to wear clothing that can only be worn for a while.
Aesthetic: Focus on the perfect form, showing a high degree of fun and accomplishment on clothing.
Political: The pursuit of a successful career and power position, wearing clothing that is both stylish and without losing its identity, consistent with its political goals.
Social type: Friendship, enthusiasm, costumes pay attention to the evaluation and popularity of others.
Religious: Religious believes in a religion or philosophy, and its clothing is often conservative or plain.
Consumer individuals often have two or more types of consumption at the same time, thus forming a value system that influences consumer behavior. For example, a consumer who has both economic and religious values ​​tends to dress neatly, abandon all luxury goods and cosmetics, and oppose the nakedness of the body.
The research results on human psychological needs provide various theoretical support for exploring clothing consumer psychology, among which the “human motivation theory†published by Maslow (A. H. MASLOW), an American-American psychologist, first proposed in 1943. The concept of "level of needs" is an important concept. Maslow believes that the common ground of human needs can be found regardless of ethnicity, gender, or age.
Maslow's demand theory to a certain extent summarizes the clothing consumer psychology. It must be pointed out that individuals who are in need of security, love needs and respect needs are closely related to their clothing consumption. As consumer life evolves from low-level to high-level, apparel consumption behavior generally has a tendency to identify (ie, move toward high-level consumers), while high-level consumers seek to differentiate themselves from clothing of low-level consumers. The new clothing, in the process of constant identification, innovation, re-identification, and newness, has formed the popular behavior of clothing.
The “needed†pattern of demand The Japan Color Research Center (PCCS) once conducted research on customers: When customers spend money, 72.9% of them are very concerned about product colors. It can be said that the color of clothing is an important factor influencing the customer's judgement of clothing. From the point of view of the human body's physiological laws, the customer's brain recognizes the garments contacted for the first time, with colors accounting for 65%, models 25%, and fabrics 10%.
The order of acceptance of products by customers who normally enter clothing stores is: look far, look at the money, and finally touch the fabric. The customer judges the acceptability of clothing according to their own preferences for different colors. In the clothing store, you can often find that when the customer just walks to the door of the store, the eyes are doing “radio scanning motion†in the audience. When you find your favorite color or a brighter color, the eyeball pauses for a short period of time and emits a "flashing" light. At this point, the customer will immediately act, walked quickly in front of the product, walking relative to other products and colors ignored.
Therefore, many powerful clothing brand companies spend a lot of time on the color and pattern of newly-developed clothing every season, and strive to form the uniqueness of their own brand and the irreplaceability of competition. For example, for some well-known clothing brands, in the development of new products in each season, there is always 5%-10% of the fabric spending is independent order buyout by the company, that is, in the market, other clothing brands may not have the color of the flower. Fabrics. This fully and effectively protects the purchase of the brand's customers, their unique performance, identity, performance requirements.
Second, style is the main means of expressing the style and shape of the clothing, and it also critically expresses the customer's willingness to dress. When the customer carefully browses the clothing style in the store, his or her brain is analyzing the information about the dress: What is the style of the dress? What element or decoration is my favorite? What kind of clothing can be used with the home? When to wear? How long can you wear? For example: Lace performance in clothing - elegant elegance; lotus leaf, lace - romance; tassel - "Bohemian" style; bow - lovely, feminine; pearl - intellectual, quality; fold - elegant Change; series of open lines - smooth lines; mosaic - collision personality; hollow - sexy and so on.
When the color and style are more in line with the customer's "taste", they began to enter the focus on apparel fabrics, workmanship and evaluation procedures. Therefore, if the customer observes that the customer is performing hand-scratching or pinching on the garment in the shop, it means that the customer is already satisfied with the color and style of the garment, and is making a judgment on the feel of the fabric, that is, wearing comfort. Therefore, the touch and functionality of the fabric at this time (such as: breathability, comfort, flexibility, wear resistance, warmth, tear resistance, etc.) have become a key factor affecting the customer to buy clothing. Next, when the customer submits an invitation to try on or accept the shopping guide, the preceding elements of the clothing have been analyzed and judged, and basically approved.
When trying on clothing, customers pay more attention to the type and size of clothing. Whether or not the garment satisfies its own wearing needs is determined by whether the garment is fit and whether it is improved or modified. Therefore, many customers will once again carefully review and look at the clothing in the fitting room: How are the fabric ingredients? How does it feel? price?
Cost-effective clothing? The convenience of wearing process? Put on the beauty? The comfort of wearing? Wear fit? After coming out of the fitting room, the indicator is reviewed and judged again. During this process, the reference opinions of the peers, shopping guides or other customers will be heard, and a comprehensive judgment will be made based on their own ideas.
Therefore, many clothing brands will make efforts to set up the fitting room in the store and to provide services during fitting. For example: women's clothing brands will be slightly tilted about 15 degrees to buy a dressing mirror, so that the overall dress effect of the customer wearing clothes to enhance; in the fitting room does not set full-length mirror, the customer wants to see the body effect of wearing clothing must come out, stand In the store, contact with shopping guides, accept shopping advice; adjust the light fitting room, it appears soft and warm, allowing customers to try on the process of comfort, reduce the irritability caused by wearing the product inconvenience; configuration with decorative beauty or high-end, comfortable Try fitting shoes so that the customer can coordinate with the clothing; even in the fitting room with women's cotton, lipstick, etc., in order to wear clothing during the wear, take off the makeup of female customers. (Zhou Zhou)
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