Consumer Behaviour in Fashion Industry

Published Date: 23 Mar 2015 Last Modified: 10 Jul 2017

Keywords: consumer behaviour in fashion, fashion consumers

David Holloway had always been rather rebellious and he continued to be so during his time studying fashion. However, he produced annual collections which stunned his teachers with their inventiveness and attention to detail. During his time at college David developed his skill as a tailor, so in his leaving collection (2005), the output was not only inventive, it was also technically very well made. David was employed by a major fashion house and spent two years producing ground-breaking designs, elevating the house from the simply sophisticated to the cutting edge of fashion. David was in demand on the UK fashion scene. He was runner up in the "Fashion Designer of the Year" competition in 2007, having been the winner of Best New Fashion Designer of the Year" in 2006, but as he was often said "awards don't necessarily put money in the till.

Freeway fashion ltd designed and manufactured David Holloway's designs for sale at a range of specialist high and retail outlets and also created designs for more mid market outlets on a commission basis. The 2008/2009 revenue year had been difficult for freeway fashion ltd. No new ideas were seen in the offerings at the spring 2010 collection and sales were static.

In spite of having scarce time, information, and resources, I have tried my best to fulfill all the requirements of the report and sought to apply my knowledge of Consumer behavior as a process.

Jump to: 

 

• TASK 1 7

Introduction

Fashion

Consumer motivation

Importance of fashion in people's lives

• TASK 2 14

Role of celebrities in the adoption

Stimuli

• TASK 3 19

Way to deal with changing profile customer

Innovators of fashion design

Reference group theory

• TASK 4 28

Research method for Freeway Fashion Ltd

Sample frame

Non- consumer research method

• TASK 5 39

Monitory system for Freeway fashion ltd

 

 

Problem statement:

Based on information it is possible to acquire, draw up a picture of fashion clothing market (both male and female) in a country of your choice. Some of the general areas you might consider include:

• What is fashion and how is it manifested in the clothing market?
• What are the consumer motivations for being and staying in fashion?
• Why is fashion important in people's lives?

Introduction:

Fashion is always changed by social and cultural attitude, place, time etc. Fashion designers design fashion by considering customers needs, current situation and a wide range of colors, patterns, and styles. [1] Here is a complete picture of clothing market in Bangladesh.

Fashion:

• Fashion a general term for a currently popular style or practice especially in clothing. Fashion clothes express a person who is he or she what he or she value.
• Fashion is always changing slightly elusive, extreme, and seductive. It has the power to change an image and create a social statement. [2] The fashion industry is the product of modern age.
• From the designers perspective the key was keeping in tune with all dynamic changes happening in the market and then translating those into required products when the customer acknowledge.
• Ancient Bengali fashion garments generally used unstitch although Bengali knew regarding sewing. Bangladeshi female wears traditional clothing such as sari. There are various styles of fashion clothing available in Bangladeshi market.
• The fashion market of Bangladesh is witnessing strong growth owing to a young population, an increase in disposable incomes, which is leading to increase in consumption and thus the rapid growth in organisation retail.

Characteristics to manifest fashion in clothing market:

Clothing is one of the codes for reading society. Selecting the right clothes is the first and foremost step in creating an overall style statement. The fashion magazines and the fashion shows are of great help determining what is chosen or not. [3] 

Fashion is manifested by constant change in form where the function remains constant. In clothing market, fashion is always change by consumers buying motivation factors and decision making process.

In Bangladesh, the fashion clothing is manifested by the different ways of thinking, social groups, and motivation factors etc. the culture of fashion is inextricably linked to a place or social senses to a community and in clothing market. Fashion is concerned, time and space matter. The fashion market is apposite for exploring the problem posed by market behaviour as it relates to creativity. The fashion industry is manifested in several ways. The external sociological factors have influences on customer such as family, friends, neighbor, other informal and noncommercial sources, social class and cultural and subcultural memberships.

Demographic characteristics will affect both the type of clothing that individuals will consume fashion: [4] 

Age: this remains one of the main determinants of people's buying behaviour despite social changes which have taken place, such as the slump in "teenage fashion.'

Gender: also an important factor affecting a person's choice of clothing, gender remains important since there are very few genuinely unisex fashion item - even jeans are advertised as either feminine or masculine.

Occupation: clothing can be chosen to reflect one's professional status and choice of buying.

Economics circumstances

Social class

Consumer motivation:

Consumer motivation is an internal state that derives person to choose and buy products or services which fulfill conscious and unconscious desire or needs. The fulfillment of those demands can then motivate them to make a repeat purchase or to find different goods and services to better fulfillment those desires. [5] 

In Bangladesh, the fashion clothing market depends on how necessary a purchase is to an individual his motivational levels may vary from low to high. Motivational factors include familiarity with purchase, status factors and overall expense and value.

The hierarchy of needs of Maslow (1970) provides a framework within which to explore the role that fashion plays in driving and motivating.

Maslow's hierarchy of needs

• Physiological needs:

Physiological needs are those required to sustain life. These is prompt the purchase of a winter coat in winter season by a person. This model may appear slightly out dated in today's fashion society continually consumers are finding it easier to satisfy this lower level need leading to greater emphasis being placed upon how they are viewed in fashion society.

• Safety needs:

These relate to both physical and emotional safety, although this may in general be a minor issue for fashion marketers. Some purchases will involve a high level of safety consciousness, such as taking into account the flammability of children nightwear. Here consumers feels to purchase good clothes.

• Social groups:

Consumer social needs includes love, affection, belonging and acceptance from:

• Groups
• Family
• Roles and status

Social needs can exert a powerful influence on fashion purchase, as is exemplified by the complex issues involved in the teenage purchase of T-shirts. [6] 

Esteem needs:

This implies the need for recognition from others. Prestige or the wish to enhance consumer's reputation is a motivating force across the whole fashion spectrum, from street fashion to haute couture. [7] 

Need for self-actualisation:

This is often interpreted as the expression of creativity or some type of spiritual fulfillment. The fashion consumers can be observed by this motivational force at work in both the creative dresser. Consumer maintains the high

• Image enhancement
• Social uniqueness

Importance of fashion in people's lives:

Fashion seems to be ubiquities and a permanent dimension of human behaviour. Fashion is new delight for consumer. Fashion is something which is special we deal with everyday. Clothes create a wordless means of communication that we all understand. [8] 

Express personality: Fashion is a way by which consumers can express their personality. So it is easier to judge and realize others personality by the help of fashion.

Social uniqueness: people always seek to be unique. It is easier to express or act uniquely if one strongly maintain own fashion avoided criticism.

Image enhancement: fashion is important because it allows consumers to project the image that they want others to see. Consumer can enhance their beauty by wearing fashion clothes.

Spread culture: Fashion play an important part in our culture. In Bangladesh, women think of saris - sari is not only worn in Bangladesh these days but others countries such as Mexico and African people love to wear saris to get the feel of Indian subcontinent culture.

Increasing confident: Fashion is required to make the consumer feel the best. When somebody wears fashionable clothes that fit his or her properly and it can add a boost of confidence.

Position in society: fashion is required to make position the consumer in his or her society. Fashion clothes increases the social status of a consumer who wears fashionable clothes.

Fashion has become a part of our life. Nobody can remain untouched without fashion. People must have some idea and kind of fashion to show their existence in present society. It is very important at all the time and no one can't think or stay without fashion whoever is conscious.

Task 2

Problem statement:

• What is the role of celebrity and peer pressure in the adoption of fashion clothing?
• What are the stimuli for purchase?
• What is the role played by the mass media?

Adoption of fashion: fashion adoption is an important concept in the fashion industry. Fashion is defines as a style of clothes or behaviour in the latest style. Fashion adoption is not related to age, education or marital status, i.e. demographic variables, but is corrected with fashion purchasing, magazine, readership, and frequency of shopping for clothes.

Role of celebrities in the adoption of fashion clothing:

Celebrities have greatly influenced consumers in this decade. International stars like Medona, Beyonce and Sara Jessica Parker have become more influential role models for customers.

Celebrities provide role models by which people can judge themselves and can be used as images to which they can aspire. [9] 

Brand awareness: celebrities create brand awareness among consumers and peoples life style.

Fashion image: fashion image relates consumers' perception about fashion's favorable, unique, and strong related associated that fashion products might benefit from. Celebrities help consumers for enhancing their images.

In fashion, consumers follow a certain norm in order to get the majority style of trends. Celebrities take place the eye of the world updating on what fashion they have adopted.

New trend: latest fashion trends are always started on what fashion clothes are worn by the celebrities and models.

Enhance uniqueness: celebrities always have their own identity in creating their own style of fashion. So consumers try to make self uniqueness learning the celebrities life.

Role of peer pressure in the adoption of fashion clothing:

Peer is generally acknowledger siblings or friend. [10] They are some people that an individual keep in mind when making a purchase. Peer groups are important because they inform and make individuals aware of specific products and brand for adopting fashion.

• Peer influence on the attitudes, thoughts, and actions of an individual.
• Peer influence on products purchase decision.
• Encouraging the person to change their attitude and help to get the new fashion.
• Peer pressure is probably the strongest influence on adolescent brand choices which is symbolic good for clothes and adoption fashion. [11] 

Stimuli

Stimuli: Stimuli are events in environment that influence behaviour. [12] Consumer buying behaviour is influenced by numerous factors. Decision making questions such as what, why, how, where and when consumers buy are influenced by three major conditions.

Stimuli for purchase are a mechanism to bring into entropy the four different images of self defined by Freud. Freud's theory of personality is based on the idea that much of consumer behaviour in fashion is determined by forces outside awareness. Personality stereotypes may change overtime. [13] There are three levels of awareness: conscious mind, preconscious mind, subconscious mind. [14] 

• The id:

The id is the Freudian structure of personality that consists of unconscious nature. [15] This id is conceptualized as a warehouse of primitive and impulsive drives.

Here consumer has no real perception reality and seeks to satisfy his or her needs.

• The super ego:

The super ego is conceptualized as the individual's internal expression of society's moral and ethical codes of conduct. In this stage the individuals satisfies needs in a socially acceptable fashion.

• The ego:

The ego is a consumer's conscious control. The ego is based on the reality principle. [16] The ego functions in the conscious, preconscious, and unconscious mind.

Freud's personality theory of consumer personality believe that customer drives are largely unconscious and that consumers are primarily unaware of their true reasons for buying fashion products what they buy.

• The role of mass media:

The mass media, including all types of TV channels, radio, paper, newspaper always play a vital role in our modern fashion life. They have changed our life very much.

• Mass media affects consumer's fashion by showing celebrities fashion life, fashion shows etc
• Mass media have a great contribution to shape consumer's ways of thinking.
• Mass media increases our awareness about fashion by when we watch on TV, radio.

Task 3

Problem statement:

Fashionable products often have difficulty remaining fashionable. This question addresses:

• How do fashion based companies deal with changing customer profiles for their products?
• Who are the innovators and early users of fashion products?
• Explain the role of COO (country of origin) effect in relation to fashion design and outsourced manufacturing?
• What influence does reference group theory have on the possession and brand fashion goods?

Ways to deal with changing profile customer:

Fashion based companies need to deal with their changing profile customer for their existing and new products. These companies should consider ways to grow the fashion market via existing and new products, in existing and new markets.

Market penetration: (existing market and existing product)

This strategy is seeking a larger market share in a market in which organisation has already offerings. [17] 

Attracting buyers of competing offerings(fashionable product)

Stimulating fashion product trial among potential customers

Product

Existing new

Fashion Market penetration

Fashion Product development

Fashion Market development

Fashion Diversification Existing

Market

New

Fig: 4P's of marketing mix

Product development: ( existing market ands and new product)

Fashion companies create new offering for existing fashion markets.

Product augmentation- enhances the value to customer of existing fashion clothes.

Product line extension- broad the existing line of offering by adding different trend, sizes, forms, colors etc.

Fashion market development : (new market, existing product)

Fashion companies are introducing its existing offerings to customers than other those that the fashion company is currently serving.

Carefully consider competitor strengths and weakness and competitor relation potential

Modification of the basic offering

Change in sales effort and advertising

Diversification: (new market, new offering)

Fashion companies can develop of offerings new and introduce those offerings to new customers not previously served by these organisations.

Growing trend in recent years.

Fashion companies also include following factors to deal with customers:

Branding:

Positioning is how a product appears in relation to other products in market. [18] Brand can be positioned against competitor's brand.

Observational research:

It is a social research technique that involves the direct observation in natural setting. It is very flexible to researchers because they can change their approach whenever they want. Fashion based company can deal with this strategy by researching the actual wants and needs of customer. [19] 

CRM (Customer relationship management):

CRM strategy helps the fashion based companies improve the profitability of their interaction with customers. To succeed with CRM companies need to match products and campaigns to prospects and customers life cycle. Fashion companies can gather customer data by CRM

Market analysis:

Fashion companies should analyse the market by following dimension:

Market size

Market growth rate

Market profitability

Distribution channel

Trend

Key factor success

Decision:

Fashion based company always need to deal with present customer and also they want to cope the new customer or competitor customer. to increase the customer growth rate, company should make perfect strategy for staying core customer and changing fashion image of organisation.

Innovators of fashion products:

Innovators are early users of fashion products. The adoption process begins with a tiny numbers of visionary, imaginative innovations. They are the first individual to adopt an innovation.

Innovators are: [20] 

• Willing to take risk
• Youngest in age
• Have the highest social status
• Have great financial lucidity
• Social
• Closest contact to scientific sources
• More cosmopolitan
• More self confident
• Better educated
• More active outside of their community, etc.

Early users of fashion products:

Early users are the second fastest category of individuals who adopt fashion products.

Early users are:

• Younger in age
• Higher social class or status
• Well educated
• Socially forward than late adopters
• Reliant on group norms and values than innovators.
• More likely to be opinion leaders because of their close affiliation groups.

Country of Origin:

Country of origin is the country of manufacture, production or growth where products comes from. [21] 

Role of COO effect in fashion design:

Differentiating products from the competitors [22] 

Impact on consumers' quality perceptions of products: brand image, brand personality, brand associations, communication messages - influence the perception of customers about the quality of a brand. [23] 

Preference for and willingness to buy products

Effect of affinity and animosity toward the country of origin: country associations do lead to customer bias. Such bias is based on the image of the country in customer's minds. Economy, technology, wealth index, regulatory mechanisms, government, business history of any country makes up the image of a country on the customer's mind.

Consumers' product evaluations and choice: The very reason a company indulges in branding is to assist customers in making purchase decisions by providing cues on quality, credibility and value about a product.

Effect of country-of-association

Consumers' state of familiarity about the product: As the COO information is available, consumers will view it as relevant information and deliberately use it in their evaluation of products.

Whether fashion clothing is considered as luxury good to the consumers

Exert its influence on product judgment. [24] 

Role of Country of Origin (COO) in outsourced manufacturing:

Decrease in production costs [25] 

Flexibility

Technological advantages

Use of advanced skills

Global competition

Reference group theory:

A reference group is group of people (or even one person) which provides a point of comparison or reference for the consumer in the formation of values and attitudes, which in turn affect buying behaviour. [26] 

Reference-group theory asserts that people's self-evaluations are determined not only by their objective position but also by their standing relative to specific persons with whom they compare. Because an individual's self-evaluations can rise or fall depending on which group he looks to when making comparative judgments, specifying the conditions under which people select one or another comparative reference-group would appear to be vital to a more complete elaboration of reference-group theory. [27] 

Influences of reference group theory on the possession and brand of fashion goods:

Reference group influence has been treated as a multinational construct based on the assumption that influence can occur for different motivational reasons. The two types of social influence systems are:

Normative social influence: it is the desire to confirm to the expectations of another person or group. [28] 

Informational social influence: it is an influence to accept information obtained from another as evidence about reality. [29] 

Influences of reference group theory are:

• Influence on marketing studies
• Influence on the attitudes of those individuals who apply it as a reference point for evaluating their own fashion. [30] 
• Influence on consumers evaluation, aspirations, or behavior [31] 
• Influence on product selection, brand evaluation and choice, brand loyalty, and perceptions of product quality.
• Reference groups can be critical source of brand meaning. Consumers use reference group as a source of information for adopting fashion.
• Consumers may form self brand connections to the brands used by reference groups to which they belong.
• Consumer may avoid associations derived from groups to which reference groups do not belong.

Task 4

Problem statement:

• Based on where Freeway Fashions are positioned in the market, what forms of market research would you recommend they use in order to stay up to date with cutting edge fashion trends?
• How you would derive your customer sample frame(s) and what might they be asked? How would you deal with trade and retail opinion?
• What forms of additional non customer research would you recommend to the company? Should Delphi method type research techniques be consider?

Research method for freeway fashion Ltd:

Freeway fashion ltd was born in September 2007.freeway fashion designed and manufactured David Holloway's designs for sale at a range of specialist high and retail outlets and also created designs for mid market outlets on a commission basis. The economic regression began to affect the fashion industry and David's second year was no lucrative as first years. The two reasons for declined the profit are - people were more careful in their purchase and David's design was attracting only a different types of people.

From the above evaluation of positioned market of Freeway Fashion ltd, I have to recommend following research method for this fashion company to stay up to date with cutting edge fashion trends. Consumer researchers today use two different types of research methodology:

Quantitative research:

It is descriptive in nature and is used to by researchers to understand the effects of various promotional inputs on the consumer, thus enabling researchers to predict the consumer behaviour. [32] Freeway fashion ltd enable to predict the consumer demand by using quantitative research method. This method consists of:

• experiments,
• survey techniques,
• and observation

Qualitative method:

Qualitative research method includes depth interview, focus group, metaphor analysis, collage research and projective techniques. Freeway fashion ltd administer this techniques by highly trained interviewer. This method helps to find out new ideas, develop promotional strategy. [34] 

The major steps in the consumer market research include [35] 

Define the objectives of research: it is first and difficult step for Freeway Fashion ltd to carefully design the objective. Objectives help to define the type and level of information needed. [36] 

• To segment the market for Freeway Fashion ltd offerings
• To assess consumers attitude towards this organisation services and quality

Collecting secondary data: secondary data includes both external and internal data. It can be obtained cheaply. Freeway fashion ltd should collect the data from buyer and also from external fashion consumer market.

The sources of secondary data:

• Internal sources
• Governmental sources
• Periodicals, magazines, books
• Commercial data

Designing primary research: if Freeway fashion ltd needs descriptive information then it undertakes quantitative method.

If this organisation needs new ideas such as positioning or repositioning of fashion clothing then it undertakes qualitative research. [37] 

Observational research

Experimental research

survey

Collecting primary data: data collection instrument include questionnaires, personal inventories, and attitude scale.

Analysis the data: Freeway Fashion Ltd has to analyse the qualitative data and supervise the analysis in quantitative research.

Preparing a report on the finding: after analysing data, Freeway Fashion ltd should have to prepare a report. [38] 

Freeway Fashion Ltd should include extensive review of following factors in its market research:

Gather information about the competitors' designer offerings.

Collection new idea about international trend

Check customers' sales growth in fashion clothing market

Observe customer's response and behaviour

Observing customers expectations

Take market experiment

Give importance in innovation

Monitoring the customers sales in the UK and globally

Measurement consumer satisfaction

Organized sampling and survey method etc.

b)

Sampling: sampling is the method in which participants are chosen. A sample is a subset of the population that is used to estimate the characteristics of the entire population. [39] 

There are two broad types of sampling:

Random or probability sample-

Non-probability sample.

Sample frame: this refers to lists, indexes, maps or other records of population from which a sample can be selected. The sampling frame should coincide with the population of interest. [40] 

A customer sample frame(s) of Freeway Fashion Ltd is given below:

Sample Frame

Freeway Fashion Ltd

Survey Date:

Please complete below(optional):

Name:

Address :

City: state: zip:

Phone(H): phone(w):

e-mail:

Marital status: single married others

Age: sex: male/female

Present customer's section:

Object

Excellent(E)

Adequate(A)

Not good(N)

Quality of the product

Design of the product

Consistency of product

Length of life of the product

Speed of delivery

Friendliness of sales stuff

After sales service

Product price

Market price

Complaint resolution

Suggestion: (if any)

Past customer(lapsed) section:

Object

Excellent(E)

Adequate (A)

Not good (N)

Quality of the product

Design of the product

Consistency of product

Length of life of the product

Speed of delivery

Friendliness of sales stuff

After sales service

Product price

Market price

Complaint solution

Complaint:

Competitor's customer section:

Which fashion product do you like or want?

Which facility do you want?

How often do you visit our service?

What product price do you need?

Have you any query about Freeway Fashion Ltd?

Please provide any other comments you feel would make our fashion service to you better:

THANK YOU

Deal with trade and retail opinion:

The buying of goods resale is a opinion of retail trade establishment. [41] Market competition drives Freeway Fashion ltd at searching for new retailers or trade. Medium size retail and trade practically analyse their gross margin so this fashion organisation try to handle these companies. [42] Freeway Fashion ltd enables to deal with trade and retail opinion by sampling method.

Non-consumer Research method:

Some of the major type's methods that can be considered:

Focus group interview:

Focus group interview is a qualitative research method in which a small sample of respondents discusses selected topics as a group. [43] They are focused in two ways. First, the persons being interviewed are similar in some way. Second the purpose of the interview is to gather information about a particular topic guided by a set of focused questions.

Advantages:

• Interaction among group members refines opinions, giving more detailed, accurate information
• The technique is stimulating enhancing the likelihood of obtaining more meaningful comments [44] 
• Respondents in a crowd can be encouraged to speak out more than they might individually
• Spontaneity is enhanced , with less pressure to give desired answers

Disadvantages:

• Securing responses from a random sample can be difficult.
• People may hide behind majority view
• Strong opinions can eclipse those of others.
• Like interviews, the moderator may introduce bias [45] 
• They can be expensive- securing a sample, playing participants, using a central location and paying the moderator

In-Depth Interviews:

In depth interview is a research technique in which consumers are interviewed one at a time or a small group. It is designed to uncover a consumer's underlying attitudes and / or motivation through lengthy and relatively unstructured interview. [46] 

Advantages:

• Eliciting individuals experiences, opinions, feelings
• Addressing sensitive topics
• Provide a shortcut to community norms
• Develop research tools
• Provide a history of behaviour [47] 
• Easier
• More details

Disadvantages:

• Needs a skilled interviewer
• High cost
• Difficult to analyse the information and data [48] 

Projection techniques:

Some of more common types of projective techniques being used in motivational research are:

• Third person test
• Word association test
• Sentence completion test
• Thematic apperception test
• Story completion test etc.

Consideration of Delphi method:

The Delphi method is well known method for forecasting. A panel of carefully selected experts is asked to reply to a series of questionnaires. The technique can be adapted for using in face-to-face meetings. [49] 

The following key characteristics of the Delphi method help Freeway Fashion Ltd to focus on the issues at hand and separate Delphi from other methodologies:

Structuring of information flow:

The primary contributions from the specialists are collected in the form of answers to questionnaires and their observations to these answers. The panel director of Freeway Fashion Ltd manages the interactions among the participants by processing the information and filtering out unrelated content. This avoids the harmful effects of face-to-face panel discussions and resolves the usual problems of group dynamics. [50] 

• Inexpensive
• Free of social pressure, individuals influence, personal dominance
• Allows sharing of data and information among participants
• A well selected respondent panel

Task 5

Problem statement:

• Gathering together all the information from the previous tasks, and on the basis of my analysis of the patterns of retail consumer behaviour toward fashion type products, consider:
• How you might establish a monitoring system to ensure fashion based companies, such as Freeway, do not miss out on trends happening in the market?
• Who is the purchasing unit and what specific competitive benefits do they require?
• How would you deal with any specific CB blockers in the introduction of fashion based products, particularly given the considerable price premiums involved?
• What marketing strategies might you put in place to make sure all potential customers are aware of your offer?

Monitory system for Freeway Fashion Ltd:

As a fashion based company, the Freeway Fashion Ltd needs to develop a fashion market monitory system. In modern markets risk minimization is similarly obtained by diversification of fashion markets. The market monitory factors are described below:

Legitimate sources of competitive information include:

Freeway Fashion Ltd Company should gather information from public sources, such as

• News paper
• Fashion magazines
• Fashion articles
• Fashion show
• Advertisement
• Fashion based web site
• E commerce link [51] 

Conversations with customers:

This fashion based company should gather information from their existing customer by sampling.

Hiring third parties to obtain fashion:

This company should hire third parties such as focus group, a few of competitors who will give information. [52] 

Cutting services:

Freeway fashion ltd try to get the cutting services from various types of fashion magazines to assess new trend and design.

Network development:

Freeway fashion can be developed their fashion design network by organizing fashion shows where many fashion house and designers are performed.

Liaison with fashion school:

Freeway Fashion Company should make relation with fashion schools which are situated in UK and also make contact with the international fashion school by mailing or using internet to get the latest information about fashion products.

b)

The success of fashion business of Freeway Fashion Ltd relies on how well it sells its design. The fashion industry can be divided [53] many buying unit. These are:

Ultimate customer:

Freeway fashion ltd sells its fashion product to direct customer. the direct customers buy product by observing the overall fashion market. They have enough knowledge about fashion market, so when they buy fashion offerings from Freeway Fashion company by carefully. This company should maintain product processing factors carefully. Company should:

Ensure the longevity of product

Quality product

Less price than others competitors

Provide innovative design

Segmentation of product

Well sales service

Good cut etc

Wholesaler:

Wholesaler sells their lines to retailers, who then market the fashions to the end users. Wholesalers are closer to the markets they supplied than the source they got the products. [54] Wholesaler is a distributor who sells product mainly to retailers. Wholesaler wants:

Speedy delivery

Good profit margin

Conformance of order in term of size

Conformance of order in color

Discount gift

Transportation facility

Quality goods

Quality fashion offerings

Innovative fashion design clothing

Retailers:

Retailers are a business which sells products to the end customer. Retailer includes large business chain. [55] Retailers differ in size, organisation and target market. Department stores are large retailers that sell a wide range of products. Departments are important to fashion industry. Retailers required:

Large sales

Good margin

Limited clearways

Limited sizes of offering

Less frequency in changing design, etc [56] 

Maximize category profit

c)

Way to deal with CB blockers:

CB blockers usually influence the customer behaviour, market strategy, buyer behaviour, emotional intelligence etc. These blockers have a great influence of purchasing and non purchasing activities. Fashion are entered a very crowded market with products that are design different, different brand, but technically identical to others on the market, and aiming premium position. [57] 

CB blockers influence the customers when they buy brand product. Blockers always give the product information through the mass media. Others competitors sometimes play role as CB blockers, they offer suitable price of fashion clothing product to the customer for attracting. So Freeway Fashion company should try to offer a minimum suitable price to keep the present customer and also target the new customer.

Freeway fashion should build up new market segments to target the overall fashion customer of UK. Because CB blockers always get the knowledge about customer expectation and they try to fulfill customers demand.

Competitors always try innovating new design with low prices so Freeway Fashion ltd should make a monitoring system to deal with customer by innovating new design with less competitive price.

CB blockers influence the extravagance behaviour through advertising.

If Customers pay extra price for brand image then they seek alternative goods for fulfilling demand, CB blockers usually get this scope to cope up these customer by providing alternate goods through mass media.

d)

Marketing strategy for freeway fashion ltd:

Marketing strategy is a process that can allow an organisation to concentrate its limited resources to increase sales and competitive advantage. Customer satisfaction is the main goal of marketing strategy. The marketing strategy for Freeway Fashion Ltd is :

Using mass media:

Freeway fashion Ltd has to use the mass media to provide new product information to tha ultimate consumer.

Using social networking site:

Now young generations are using social networking site. So this fashion company should use these types of sites advertiseing their fashion clothing product.

Social media enables

Share this company's expertise and knowledge

Tap into the wisdom of consumers

Enables customers helping customers

Engages prospects through customer evangelism

Instant messages: Freeway Fashion has to use mobile networking system to give instant messages to the customer.

Sponsor: freeway Fashion ltd try to sponsor in sports, indoor game, outdoor game, etc.

Using celebrity image: Freeway fashion ltd can enhance their product sales by using the celebrity image.

Organized fashion program: It is a very effective way to enhance business reputation by organizing fashion event, fashion show, fashion completion.