How Can Clothing Shoppers Stimulate Consumer Demand?

As the saying goes, "women's wardrobe is always less than one.

"Women's desire and consumption for clothing are sustainable. Similarly, men have the same nature of" being new and old, "but the performance on clothing consumption is somewhat more convergent than that of women.

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

1993

The behavior of consumers in the field is defined as "the decision-making process and actual activities of individuals when evaluating, acquiring, using and processing goods and services."

In social life, there may be no better expression of people's values and lifestyles than choosing clothes.

Consumption behavior takes demand as the starting point, takes purchase type and mode as the center, and ends with purchase and consumption.

Because there is a need to generate interest in buying, forming a buying motive, so the consumer's need is the primary motivation for buying behavior.

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 and hospitality. Dress adornment pays attention to the evaluation and popularity of others.

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

Wisdom software believes that consumer 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.

Related reading:

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.

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, many strong clothing

Enterprises are spending a lot of time on the color and pattern of newly developed garments each 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.

Smart clothing software, usually observed in the store if customers observe the action of grasping or kneading clothing, indicating that customers have been satisfied with the color and style of clothing, and are judging the comfort of clothing fabrics, namely the comfort of 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.

Weapon: you can work hard in the fitting rooms of clothing shops and service during fitting.

For example, the women's clothing shop can tilt the fitting mirror about 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, the customer wants to see the whole body effect of wearing clothes must come out, stand in the shop, 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 and match with the clothes; even in the fitting room, equipped with the female cosmetic cotton, lipstick, etc., so as to make the clothes wear and remove the makeup of the female customers.