The Conclusion Of Consumers' "Purchase Demand"

As the saying goes, "women's

Whether men, women, old or young, the rational needs and emotional needs of customers can be understood as "positive demand" and "negative demand" respectively.

The positive demand is often measurable and visible, such as the convenience of price and purchase.

Negative demand is often hidden in the unconscious, and consumers themselves are not even aware of, unable or unwilling to express directly in language, which is often referred to as "black box" of consumer purchasing decisions.

Negative demand is difficult to measure and difficult to express, but it often plays a decisive role in clothing purchase decision.

Types of consumer demand

In 1993, the clothing industry defined the behavior of consumers as "evaluation, acquisition, use and processing."

Consumer behavior takes demand as the starting point.

The basic needs of clothing consumers have two characteristics: emphasizing individuality and practicality.

Clothing consumers can be divided into six types: theoretical, economic, aesthetic, political, social and religious.

Theoretical type: thirst for knowledge, often asking for the truth, paying special attention to the comfort of clothing.

Economic type: pay attention to the performance of goods, and think that wearing only fashionable clothing is a waste.

Aesthetic type: paying attention to the perfection of form, showing a higher interest and accomplishment in dress adorning.

Political type: the pursuit of a successful career and power status, clothing is not only fashionable but also without identity, consistent with its political objectives.

Social type: friendship, enthusiasm for people, dress and dress to pay attention to the evaluation and popularity of others.

Religiosity: believing in a religion or philosophy, its costumes are often conservative or simple.

Consumption individuals often have two or more types of consumption at the same time, thus forming a value system that affects consumer behavior.

For example, a consumer with both economic and religious values tends to dress neatly, reject all luxuries and cosmetics, and oppose physical exposure.

The research findings on human psychological needs provide various theoretical support for exploring the psychology of clothing consumption. In 1943, the American human psychologist Maslow published the concept of "hierarchy of needs" for the first time in A.H.MASLOW.

Maslow believes that the common needs of human needs can be found regardless of nationality, gender and age.

Maslow's demand theory sums up the psychology of clothing consumption to a certain extent.

It must be pointed out that individuals with safety needs, love needs and respect need levels are closely related to clothing consumption.

With the evolution of consumer life from low level to high level, clothing consumption behavior generally has a tendency to identify itself (that is, to move towards higher level consumers), while high level consumers are looking for new clothes in order to distinguish from low-level consumers, so that fashion behavior is formed in the process of constant recognition, innovation, recognition and innovation.

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The law of demand being aroused

The Japanese Center for color research (PCCS) once conducted research on customers: 72.9% of consumers were very concerned about product color when customers consumed.

It can be said that the color of clothing is an important factor that affects customers' judgement of clothing. From the point of view of human physiology, customers' brains identify 65% of clothing, 25% of their styles and 10% of their fabrics.

And usually the customers who enter the clothing store accept the progress of the product in turn: look at the color, look at the money, and finally come to the fabric.

Customers judge clothing acceptance according to their different color preferences. In clothing shops, you can often find that when customers just walk to the door of the shop, their eyes are doing the whole radar scanning campaign.

When you find your favorite color or brighter colors, your eyes will pause for a very short time and give you a "flickering" light.

At this point, the customer will act immediately and walk to the product in a hurry. The walking process will be negligible for other products and colors.

Therefore, a lot of strong clothing brand enterprises spend a lot of effort in developing new colors and patterns of garments every quarter, striving to form the uniqueness of their own brands and the irreplaceable competition.

For example, some well-known clothing brands, in the development of new products every quarter, always have 5%-10%'s fabric spending, which is the independent purchase of the enterprise's orders, that is, in the market, other clothing brands can not have the fabric of this color.

This fully and effectively guarantees the purchase of the brand's customers, and its demand for the uniqueness and identity of clothing.

Secondly, style is the main means to express the style and shape of clothing, and it also expresses the dress intention of customers.

When customers scan the style of clothing carefully in the shop, what is the style of the dress? What elements or decorations Do I like? What kind of adornment can I match? When can I wear them? How long can I wear them? When can I wear them? How long can I wear them? For example, the lace performance in the costumes -- elegance; lotus leaves, lace - romance; fringes - "Bohemia" style; bow tie - cute, feminine; Pearl - intellectuality, quality; folds - elegant changes; clear lines - smooth lines; mosaic - collision personality; hollow out - sexy.

When the color and style are in line with the customers' taste, they begin to pay attention to the fabric and workmanship.

Therefore, it is usually observed in the store that if the customer has grasps or pinches the garment hand, it shows that the customer has been satisfied with the color and style of the garment, and is judging the feeling of the fabric, namely the comfort of the clothing.

Therefore, the fabric's touch and functionality (such as breathability, comfort, flexibility, abrasion resistance, warmth retention, tear resistance, etc.) are the key factors that affect the customer's purchase of clothing.

Next, when the customer asks for an attempt to try on or accept a shopping guide, the front elements of the garment have been analyzed and judged, and basically approved.

When trying on clothes, customers are more concerned about the size and type of clothing.

Whether the garment meets its wearing needs is judged by whether the garment is fit and whether it is improved or modified.

So, many customers will look again at the garment in the fitting room. How about the fabric and how about the price?

The cost performance of clothing, the convenience of wearing process, the beauty of wearing, the comfort of wearing and the sense of fit in clothing? After coming out from the fitting room, once again reviewing and judging the index just now, in the process, we will listen to the reference opinions of our companions, guide buyers or other customers, and make a comprehensive judgement based on our own ideas.

Therefore, many clothing brands will work hard in the fitting room of the store and service during the fitting period.

The brand will tilt the shopping mirror to a degree of 15 degrees, so that the overall dressing effect of the customer can be improved. In the fitting room, the whole body mirror is not set up. Customers want to see the whole body effect of wearing clothes must come out, stand in the store, contact with the shopping guide, accept the shopping guide's advice, adjust the fitting room's light, appear soft and warm, make the customer try on the comfortable process, reduce the irritability caused by the inconvenience of the product wearing, and configure the decoration shoes with beautiful decoration or high grade and comfortable clothes, so that the customers can match the clothes. Even in the fitting room, equipped with the female cosmetic cotton, lipstick and so on, so as to make the clothes wear and remove the makeup of the female customers. For example: Women