Consumer types in fashion

Fashion massively affects the existences of individuals alongside society all in all by characterizing style and culture. Fashion likewise has an impact on how individuals see themselves.



It is only one piece of what characterizes a culture. Every part of the world has an alternate style of dress, and it regularly depicts the traditions of upsides of the religion, culture or country being referred to.

Fashion additionally adds to an individual's certainty and confidence consistently. As an approach to communicate character and style, fashion assumes a part in the vast majority, as it assists them with fitting in or stands apart from the crowd.

The fashion industry holds an immense impact on our world now. Being one of the largest industries worldwide, it comes as no surprise that 1 out of 6 people living today, work in some part of the world's fashion industry. Marketers cannot overlook this fact as well the love and the interest shown by consumers, because they are continually striving to make their products look more desirable than others.

Marketers should always keep in mind some best practices, in social media marketing.

In order to connect with the right audience, it is required first to fully understand it. Fashion brands need to personalize their communication. So, the correct targeting and personalization is important now more than ever. 

There are different types of fashion consumers and all of them have different characteristics. Four have been identified in the fashion industry which are the Fashion leaders, Showy consumers of fashion products, Impression seekers and the Social followers. 

Fashion leaders

Fashion leaders: This market segment consists of consumers who are very concerned with appearance and brand and much less with the usability of the products they buy.

They tend to lead and direct other consumers to the "right" stylistic choices. They buy expensive and cheap clothes with the aim of originality.


Showy consumers of fashion products

The conspicuous fashion consumers consume fashion items for the purpose of show high income or wealth. Also in mind an ostentatious consumer, these markets serve as a means of achieving or maintaining social status.

Usually, the products consumed are luxurious and addressed to higher social classes.

Impression seekers

Sensational seekers are innovative fashion consumers and prefer fashion products that are unusual and original. Not interested in the high (or low) price, brand and opinion of others when choose and buy fashion products.

Social followers

Sociable followers are the largest segment of the market, following the suggestions of fashion leaders. A large part of the social followers pay great attention to the purchase price and prefer the products with the lowest price or the best price / benefit ratio.

Additionally, the buyer may not necessarily be the user of the fashion product. There are five different roles that the consumer can take on in the fashion buying process. It is also important to know them before choosing and implementing a marketing strategy.

  • The Rapporteur: person who encourages or initiates the purchasing decision process.
  • The Influencer: person who influences the one who buys the product or decides to buy it).
  • The Decision-maker: person making the final purchase decision.
  • The Buyer: person making the purchase.
  • The User: person using the purchased product.

Today’s customers are unique and there is a continuous need for personalization as they also have access to unlimited information and they are well-informed. Consumers have special demands and brands need to understand them. Brands are shaped by them, as they are their true supporters.

Businesses need to imagine the types of consumers when creating new collections and products. This is the only way that they will truly connect with their customers and build long-lasting bonds.

Τhe article was written by Giannis Doukas

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