Noire Magazine

SUMMER 2020
In fashion trends and forecasting, consumer
is king. What does a consumer really want?
Understanding the consumer is a vital part
of the fashion world, without them products
cannot be sold. First, it is important to note
the difference between a consumer’s needs
and a consumer’s wants. A need of a consumer
is a desire to obtain a product or service,
that is either for an emotional or functional
reason. A ‘want’ differs from a consumer’s
‘need’ by the consumer’s desire to have a
product or service that is not necessary, the
consumer just wishes they had it.[41] The success
of a fashion company and the prediction
of future trends is dependent on addressing
its consumers’ needs.
A person’s needs change frequently, which
is why fashion trends even exist. An important
factor to take into consideration when
thinking of consumers’ needs is the key demographics
of the customer. Gender, age,
income, and even profes In fashion trends
and forecasting, consumer is king. What does
a consumer really want? Understanding the
consumer is a vital part of the fashion world,
without them products cannot be sold. First,
it is important to note the difference between
a consumer’s needs and a consumer’s wants.
A need of a consumer is a desire to obtain a
product or service, that is either for an emotional
or functional reason. A ‘want’ differs
from a consumer’s ‘need’ by the consumer’s
desire to have a product or service that is not
necessary, the consumer just wishes they had
it.[41] The success of a fashion company and
the prediction of future trends is dependent
on addressing its consumers’ needs. Consumers
all have different needs and demands
that have to be suited.
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