Chapter 4 - Pearson

dia76827_ch04.qxd 11/29/04 7:55 PM Page 85
CHAPTER 4 The Fashion Consumer: Identification and Analysis 85
tion, background, educational levels, and other factors. Studies show that the different groups
have different shopping preferences and merchandise needs.
Traditionally, the most popular approach to social class groupings is to divide the population
into three distinct classes with two subdivisions within each one.
UPPER CLASS
The most socially prominent group in the three classes is the upper class. This wealthiest segment
accounts for approximately 3 percent of the population. It includes in its numbers both
wealthy families that have inherited their wealth from past generations and the “nouveau
riche,” who have come into their own wealth as a result of their own successes.
Upper-Upper Class. This segment represents about 1 percent of the population. It has
among its constituents such family dynasties as the Rockefellers and the Vanderbilts, who are
considered to be the socially elite in the United States. Members of this segment make purchases
that are often understated and without thought to cost. Their main requirement is quality.
In terms of fashion, they prefer understated designs for casual wear and couturier designs
for the many social functions that they attend. Some people in this class, in fact, have been
known to be the catalysts in bringing new designers to the forefront of the fashion world.
This class patronizes such prestigious specialized department stores as Bergdorf Goodman,
Neiman Marcus, and Saks Fifth Avenue and boutiques for both men and women that
include labels by Calvin Klein, Ralph Lauren, Yves Saint Laurent, Gucci, Ferragamo, Dolce
& Gabbana, and Fendi. They frequent such famous American fashion streets as Worth
Avenue, in Palm Beach, FL; Madison and Fifth Avenues, in New York City; Rodeo Drive, in
Beverly Hills, CA; and overseas venues that include Avenue Foch, Paris, and Rue Antibes,
Cannes. Fabulous jewelry from such world-renowned companies as Harry Winston, Van
Cleef & Arpels, and Tiffany’s are also part of their fashion purchases.
Lower-Upper Class. The remainder of this upper class strata accounts for 2 percent
of the population. These are the new rich Americans. Unlike their counterparts of the upperupper
class, these people are business executives in major corporations, owners of companies,
professionals, and entertainers who have amassed their own fortunes without inheriting
them. In terms of spending, price is not a major factor. They are conspicuous spenders and
shop at the finest boutiques and specialty stores around the globe. Fashion purchases are often
for products that will make them stand out in a crowd.
MIDDLE CLASS
Comprising approximately 42 percent of the population, the middle class is the second
largest segment. Unlike the upper class, where the two subdivisions have spending similarities,
the upper- and lower-middle class have distinctly different habits.
Upper-Middle Class. The smaller of the middle-class segments accounts for approximately
12 percent of the population. These people are concerned with prestige and status and
seem to want to make the transition to the lower-upper class. They are professionals and owners
of businesses and spend their leisure time trying to emulate those in the classes above them.
Although many in this class are high earners, their wealth is sometimes less than they
need to enable them to purchase as freely as they would like. To satisfy their fashion needs
with designer clothing and other prestigious merchandise, this group regularly visits wellknown
fashion department and specialty stores at times when markdowns enable them to
purchase upscale, high-fashion goods at reduced prices. Off-price shops such as Loehmann’s,
closeout centers such as Last Call by Neiman Marcus, and designer outlets of companies
such as Ralph Lauren and Anne Klein are regular haunts for this class. Shopping in these
places allows them to buy the same fashion labels that are found in the traditional stores but
to spend less money. Since recognition, by way of their fashionable wardrobes, is important
to this class, they are the best customers for quality merchandise at bargain prices.
Lower-Middle Class. Significantly larger than the upper level of this class, this
segment accounts for 30 percent of the population. Members of this class are primarily