Chapter 4 - Pearson

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dia76827_ch04.qxd 11/29/04 7:55 PM Page 80 80 SECTION I Introduction to Fashion Retailing Children. Ranging in age from birth to under thirteen, this group has become increasingly more important to the fashion retailer. Although newborns don’t count as purchasers, children from such early ages as three begin to be important as those who influence those who do buy the products. Because these young children watch television, they are regularly inundated with commercials for a wide range of products, and they often badger their parents until they get what they want. Older children are also influenced by their favorite television characters and often want to emulate their favorite personalities by dressing as they do. Companies such as Gap and Limited have taken their cues from the potential of this market and have expanded their operations. As the size of this age group grows Gap continues to open more units of Baby Gap and Gap Kids, as does the Limited with Limited Too. Teenagers. When it comes to purchasing trendy fashion merchandise, this age classification has no rival. Teenagers tend to embrace everything that comes onto the fashion scene. If short skirts are the order of the day, they opt for the shortest; if it is ankle-length skirts that are being touted, then they will wear skirts that drag on the floor. No matter the shoes’ color, the size, and the shape of its heel, teens will buy them if they’re in style. Teens are often influenced by what is being worn on their favorite television shows. For example, the 2002 program American Idol significantly impacted the styles teenagers bought. Young children have become increasingly more important to retailers, although they are not the direct purchasers. (Andy Crawford © Dorling Kindersley)
dia76827_ch04.qxd 11/29/04 7:55 PM Page 81 CHAPTER 4 The Fashion Consumer: Identification and Analysis 81 This group is a blessing for the merchant that primarily sells trendy fashions. Teenagers generally choose less-costly garments because they like to have a lot of clothes, but they stop wearing them once they are out of style. They make up their minds quickly because there are lots of styles in their sizes and they know what they want because their fashion appetites have been whetted by the fashion publications catering to them. Teens also buy in greater quantities than the other age groups. They patronize companies such as Old Navy, Abercrombie & Fitch, Wet Seal, and American Eagle. Young Adults. This age group is actually composed of two classifications: Those still in college, and those in the early stages of a career. Both have significant needs for fashion merchandise; however, the former group is more focused on relaxed clothing and accessories for classes and special attire for social occasions. The latter group spends on both career dress and after hours wardrobes. As a whole, they spend more on fashion merchandise than their teenage counterparts since they are usually in better financial situations. They usually shop in specialty shops where they can find merchandise assortments tailored to their needs and can get in and out faster than they can in department stores. Companies such as Ann Taylor, Banana Republic, Limited, Express, Victoria’s Secret, and The Gap pay close attention to the needs of this group. Young adults also do a lot of purchasing on-line. Preteens are made aware of fashion from the television shows they watch. (© Dorling Kindersley)
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Chapter 4 - Pearson

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