Abstract
Purpose – The paper offers a general outline of four broad consumer categories or groups, in part distilled from the range of detailed and colourfully named descriptors used to differentiate fashion and clothing consumer groups, identify and recognize trends. The paper will offer the opportunity to look at the long-term impact of external forces on fashion and clothing purchasing decisions.
Design/methodology/approach – The method of research was diverse, but largely drawn from observation; media analysis and industry intelligence. In the course of the work, it was possible to draw on a varied range of sources to categorize purchasing decisions (illustrating consumer categories) into four main drivers.
Findings – Thus to highlight some of the major forces that might drive the consumer.
Practical implications – In reducing the detailed forecasts usually prepared for fashion and related products, the paper might be of interest to those considering the long term impacts of society, culture and politics on the purchasing decisions of fashion and clothing customers. Originality/value – An insight into the medium term future of fashion taking into consideration the consumer.
1. Introduction
Amongst the functions of fashion is to create uniformity amongst equals whilst at the same time differentiating status and background, signposting preferences and commitments. Reflecting the resulting market complexity, fashion forecasters have developed a range of detailed and colourfully named descriptors to differentiate consumer groups, identify, and recognise trends. In response, clothing retailers have grown and proliferated, chasing the increasing £’s spent on the sector as consumerism has raged across the UK and private consumption has become one of the prime movers in the British economy.
4. Conclusion
The UK market for clothing and fashion continues to be excited and exciting, although it is clear that real growth may lie elsewhere in Europe. The mass market and recognition drive uniformity, but differentiation and individualism is growing. Changes in the spending patterns of (western) consumers may have an increasing impact on clothing and fashion if the final, influential, category lead the way to changed spending patterns for the future. That McFashion is global and continues to grow as the consumer society influences the developing world. Teenagers are as likely to be wearing McFashion as are 40, 50 and 60 some times. That International Super brands will protect their exclusivity whilst using aspiration and consumerism to attract a broader, multi level consumer market. That the UK regional attitude to ideas, eccentricity and creativity is the driving creative force for fashion within the UK, and to UK (London) style, and its influence on the International fashion industry. This category is increasingly replicated elsewhere and may be the major regional growth driver for fashion. The fourth category is a major driver for change. It size and influence is far reaching and is driven by the values and aspirations of an informed, opinionated group of individuals. The character and preferences of this group may hold the key to not just clothing and fashion within the UK, but to global consumption patterns.
