7.(1).(2).Type of your customer_
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| customers for your fashion brands business |
33Types of customers for your fashion brands business:
7.(1).(2).(1).Cheapskates:
The biggest opportunity for budget-conscious shoppers is to seek out discounts and promotions. According to retail analysts, nearly half of all U.S. shoppers look for deals on clothes or shoes, and about two-thirds look for deals on accessories. If you’re in a position to bargain hunt, seek out cheapskates—people who love deep discounts but aren’t too picky about their style choices.
7.(1).(2).(2).Quality Hunters:
As mass-market retailers have saturated most markets and seen their sales fall, a few have decided to fight back by focusing on quality instead of quantity. Customers for fashion brands don’t always shop for bargains—and that means higher margins for companies that focus on producing fewer items in higher-quality fabrics. The strategy has worked well for Louis Vuitton, which saw its operating profit rise by more than half last year.
7.(1).(2).(3).Brand Loyalists:
According to a recent report from Gartner, as much as 36% of sales for some fashion retailers are made to brand loyalists – those who have visited their websites and purchased in previous years. As you can imagine, these consumers are extremely valuable: not only do they make up an enormous portion of sales each year, but they also tend to spend more and visit your site more often than casual shoppers.
7.(1).(2).(4).Jaded Shoppers:
Fashion shopping is a hugely popular pastime, but it’s also one that can become incredibly expensive. Despite all its pitfalls, however, there are plenty of folks who love to shop—and who will put up with just about anything (including their bank accounts taking a hit) to do so. To get an idea of how many people fall into that camp, take a look at how much money we spend on clothes each year. Oh yes: It adds up fast!
7.(1).(2).(5).Wishy-Washy Crowds:
The image that comes to mind when we think about our typical clothing store customer is an older, upper-middle class woman. While she does make up a portion of clothing sales, her share isn’t exactly what we’d call generous. In fact, it’s downright lousy.
7.(1).(2).(6).Shy Guys:
If you were to guess who fashion’s most valuable customers are, you’d probably say teen girls, considering how much they obsess over their looks. But according to an in-depth study by NPD Group, male teens actually spend a greater percentage of their clothing budget on athletic and activewear than females do. NPD’s results don’t just show that young men want to look good—they also suggest that marketing efforts should focus on teens as well as tweens
7.(1).(2).(7).New customers:
Fashion is a $2 trillion industry, and shoppers around the world purchase roughly 1.7 billion garments every year. Even though everyone knows about fast-fashion giants like H&M and Zara, not everyone knows how these companies court new customers. Here’s a look at how companies attract new consumers to their products—and how you can do it, too.
7.(1).(2).(8).Impulse customers:
An impulse shopper is a customer who makes an impulsive purchase without planning ahead. This person typically uses credit or debit cards for convenience, not cash or checks. An impulse customer purchases an item on a whim, and these shoppers tend to frequent stores that offer low prices. Keep your eyes peeled for impulse buyers, as they tend to spend more than other types of shoppers.
7.(1).(2).(9).Angry customers:
In an age where people expect instant gratification, it’s easy to see why people get upset when they feel their needs aren’t being met. But if you’re trying to get ahead in your career and grow a business, learning how to deal with angry customers is a must. Here are a few quick tips
7.(1).(2).(10).Insistent customers:
Aside from a celebrity endorsement, customer reviews and word-of-mouth recommendations have been shown to have an enormous impact on purchasing decisions. According to research from Glam Media and Lightspeed Research, 84% of people trust customer reviews as much as (or more than) a personal recommendation from someone they know.
7.(1).(2).(11).Loyal customers:
It’s an older market than you think. Across all generations, Gen X and baby boomers (30 percent and 29 percent, respectively) identified themselves as loyal customers in greater numbers than millennials (26 percent). Women were more likely to say they were loyal consumers than men (35 percent vs. 28 percent), regardless of age group.
7.(1).(2).(12).Loving customer:
A customer that adores your brand. They want to do business with you and will make repeat purchases because they love your product so much. Loving customers aren’t always in it for loyalty or price; often, these people just really love what you do. Keeping loving customers is key for a growing business.
7.(1).(2).(13).Need-based customer:
The need-based customer is simply someone who needs clothes. They’re looking for a variety of styles, because they’ve got an array of outfits to wear to their various occasions and events. These types of consumers can include brides-to-be, teens on their way to prom, parents who need suits for work or church and more.
7.(1).(2).(14).Impulsive customer:
By her own admission, my mom is one of those customers. I don’t know what it is, but I want a new purse every year. It’s silly really. I have four that I can rotate through, but they all look brand new...and there aren’t four seasons in California! she said when I asked her why she buys so many purses.
7.(1).(2).(15).New customer:
what’s it mean to you? There is a big difference between being a customer and being a new customer. In order to grow your business, you will need to recruit new customers. It will be easier if you can appeal to existing customers, but how do you find them? What makes them buy from your company rather than another company in your niche market that is selling essentially identical products or services?
7.(1).(2).(16).Potential customer:
Women between 25 and 55 with a household income over $50,000. This is who typically shops at places like Banana Republic, Ann Taylor and Macy’s.
7.(1).(2).(17).Discount customer:
When you’re a discount customer, your focus is on price. And for many retailers, that’s a great thing. Consumers who tend to seek out cheap prices will do so in droves when they find it. But every marketer knows that there’s a point at which cheap equals cheesy, and part of your job as a fashion brand is to reach that sweet spot—where people see value even in your most discounted items.
7.(1).(2).(18).Wandering customers:
People who like to take their time shopping, enjoy browsing a store, and will likely try on different items. They make up about 35% of all shoppers. Then there’s another group: Impulse shoppers, who account for about 60% of consumers. These folks like to go into stores with specific ideas in mind; they have something in mind that they want to buy and leave when they find it.
7.(1).(2).(20).Disinterested:
Everyone knows who designs expensive high-end fashion pieces. It’s Giorgio Armani, Anna Wintour, and Calvin Klein—the people you read about in magazines. But not all clothing consumers care about luxury designers. In fact, a recent study suggests that 60% of us believe affordable is more important than brand name when it comes to buying clothes and shoes. So who exactly is shopping at H&M and Forever 21?
7.(1).(2).(21).Detached:
One helpful way to think about who your target customer is is to separate them into two groups: Detached and Attached. A detached customer has never purchased a product like yours, but they would like to. On the other hand, an attached customer has purchased a product like yours in a past, but would not consider purchasing it again. By looking at your ideal customer in terms of detachment or attachment, you can better determine what marketing strategies will resonate with your target audience and help you reach more people.
7.(1).(2).(22).Delighted:
The most important thing a business can do is deliver delight to its customers. This, in fact, is one of only three ways to build customer loyalty (the other two being convenience and speed). Delight means exceeding your customer’s expectations by delivering value beyond their purchase. The higher up you go on Maslow’s hierarchy of needs—where esteem, self-actualization, and belonging all reside—the more excited people get about you.
7.(1).(2).(23).Devoted:
One critical aspect of any business is figuring out who your customers will be. But when you start looking at customer demographics, it’s easy to get caught up in whether or not they have enough money or time to spend on your product. Sure, those factors play into it—but what if we told you that even with limited income and an incredibly busy schedule, people would still buy your products? That’s right; not everyone fits into a box when it comes to their buying habits.
7.(1).(2).(24).Disappointed:
If you’re one of those people who hates going shopping and would rather order things online, take a moment to think about your friends and family. Chances are they like nothing more than to get together with their closest friends, chat over a cup of coffee and pick out some new clothes. It doesn’t matter if they’re women or men – that love affair with fashion runs deep in everyone’s psyche, so try to remember that when designing your store.
7.(1).(2).(25).Disaffected:
If you’re feeling particularly jaded about what you’re wearing and who made it, consider shopping secondhand or at smaller, independent boutiques. The vast majority of clothing—upwards of 80 percent—is still purchased in brick-and-mortar stores rather than online, so it’s easy to see where your clothing comes from.
7.(1).(2).(26).Dormant:
The truth is, there’s a dormant market for practically any kind of product or service. The trick is tapping into it. Before you go looking for your target audience, however, make sure you have a strong grasp on who they really are and what exactly they want. The more specific you can get here—age, occupation, socio-economic status, family structure—the better your chances at reaching them through your marketing efforts.
7.(1).(2).(27).Draining:
Try to put yourself in your customer’s shoes. I’m not saying that you need to spend hours and hours with them, but you should get a feel for what their life is like and what challenges they face on a daily basis. No matter how much research you do, there’s nothing like actually walking in their shoes for a little while to help identify who your best fit customers will be.
7.(1).(2).(28).Decisive customer:
Decisive consumers aren’t hesitant about their purchases. They don’t need to think about what they want or need. Rather, they know exactly what they want and how to get it—and fast. This means that decisive shoppers tend to prefer brands that meet their needs at a moment’s notice. If you can provide a high-quality product at an affordable price, decisive consumers may turn into loyal customers who come back again and again for more products.
7.(1).(2).(29).learning customer:
Identifying your customer and learning everything you can about them is essential to creating a successful fashion brand. If you don’t know who they are, how will you know what they want or need? How will you communicate with them or even why they like your products? Not knowing who your customer is has disastrous consequences for a clothing brand, especially if it was unexpected.
7.(1).(2).(30).Impulsive customer:
The quickest way to blow your budget is by being impulsive and buying something you don’t really need. So it may come as a surprise that many impulsively spend $50–$100 on clothes, but then will go out of their way to avoid spending more than $10 on food or gas.
7.(1).(2).(31).Price buyers:
The biggest and most common mistake made by newbie entrepreneurs is to forget that they’re selling to people who, first and foremost, have one goal: to buy something at a price that’s affordable. No matter how beautiful or fashionable your line may be, if you can’t get people past their wallet, you won’t sell.
7.(1).(2).(32).Relationship buyers:
These types of buyers aren’t concerned with what you do or how you do it. They’re interested in your relationship as it applies to them and their network. Relationship buying is all about how your products or services fit into a larger ecosystem. These types of buyers care about who they buy from, why they buy from that person, and how their interaction will benefit everyone involved. To them, buying isn’t transactional; it’s a way to build community.
7.(1).(2).(33).Value buyers:
Money makes people do funny things. Some buyers will buy a brand simply because it is expensive. That's where value buying comes in. Value shoppers focus on what they can afford to pay, rather than choosing products solely by their perceived value (or price). When they go shopping, value shoppers look for a good deal and won't spend more than they can afford.
