Chapter 4 - Pearson

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90 SECTION I Introduction to Fashion Retailing
Depression Babies. Having spent a great deal of money on college education for their children, the time is
ripe for members of this group to spend on entertainment, travel, and some luxury items.Those with considerable
money are status spenders and are the prime targets for designer labels.They are likely to shop at upscale department
and specialty stores, boutiques, and designer shops.
World War II Babies. While a large percentage of this class is still paying for their children’s college education,
members of this group are often devotees of fashion products. Many of the women are in the work force and require
fashionable clothing and accessories. Since their careers provide them with less time to shop in department
stores,those who still enjoy a hands-on approach to purchasing often head for the specialty chains and boutiques.Many
in the group purchase through catalogs and Internet Web sites during their free time.This group accounts for a number
of divorces, which means that they have less money to spend on fashion merchandise. Both divorced men and
women shop at off-price outlets that feature designer labels at prices below those of the traditional department stores.
Mature Boomers. At ages forty-five to fifty-five, the mature boomers would like to spend on fashionable
clothing, but many are often preoccupied with the costs of raising their families.They like nice things but cannot always
buy in the amounts that they would like. Merchandise for members of this group is fashionable but functional,
and they usually shop at chains, off-price centers, and specialty department stores.
Mid-Boomers. This age segment is from thirty-three to forty-four years of age. Mid-boomers spend more
on fashion merchandise than any other group. Many are dual-income families, therefore significantly increasing their
overall finances, and spend to reflect their increased income. Making fashion statements is a must for many of them.
They shop at boutiques, specialty stores, upscale department stores, and other brick-and-mortar operations where
their fashion appetites can be satisfied. Many of them also make significant use of catalogs and Internet Web sites to
make their purchases.
Young Boomers. These twenty-six to thirty-two year-olds are often focused on making money and spending
it as quickly as they earn it. Young boomers’ fashion requirements are often trendy, and they shop at the specialty
chains, from catalogs, and on-line resources.
Mature Busters. The twenty-to-twenty-five year-olds are generally influenced by their peers when it comes
to purchasing fashion items. Mature busters are also greatly inspired by the fashion publications they regularly read
and the personalities they see on their favorite television shows.They patronize lower-price point stores because
their incomes are usually too low to afford better. Quantity is more important than quality in terms of their clothing
and accessories purchases.
Young Busters. At ages fourteen to nineteen, these shoppers are not self-sufficient. Young busters have
part-time earnings that go toward fashion purchases at chains such as Express.
Mature Boomlets. Although they are only eight to thirteen-years of age, mature boomlets are the ones
whose members are highly indulged by their parents. Many are already aware of style and fashion and influence their
parents to purchase such merchandise for them.They are more “sophisticated” in terms of fashion than any others
in that age group that came before them, due in part to their fascination with television.Their needs are primarily
satisfied by the chains such as GapKids and Limited II.
TRENDS IN FASHION CONSUMER BEHAVIOR AND STATUS
In the coming years, competition for consumers is expected to increase at significant rates.
To make certain that they continue to get their fair share of the consumer’s dollars, many
fashion merchants will continue to study the trends that will affect consumer spending. Some
of these trends are described in the following sections.
Assessment of On-line Buying Motivation
The enormous increase in the use of the Internet for fashion purchasing will prompt merchants
to explore the motives of those who buy apparel and accessories on-line. More and