Chapter 4 - Pearson
Chapter 4 - Pearson
Chapter 4 - Pearson
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dia76827_ch04.qxd 11/29/04 7:55 PM Page 81<br />
CHAPTER 4 The Fashion Consumer: Identification and Analysis 81<br />
This group is a blessing for the merchant that primarily sells trendy fashions. Teenagers<br />
generally choose less-costly garments because they like to have a lot of clothes, but they stop<br />
wearing them once they are out of style. They make up their minds quickly because there are<br />
lots of styles in their sizes and they know what they want because their fashion appetites have<br />
been whetted by the fashion publications catering to them. Teens also buy in greater quantities<br />
than the other age groups. They patronize companies such as Old Navy, Abercrombie &<br />
Fitch, Wet Seal, and American Eagle.<br />
Young Adults. This age group is actually composed of two classifications: Those still<br />
in college, and those in the early stages of a career. Both have significant needs for fashion<br />
merchandise; however, the former group is more focused on relaxed clothing and accessories<br />
for classes and special attire for social occasions. The latter group spends on both career dress<br />
and after hours wardrobes. As a whole, they spend more on fashion merchandise than their<br />
teenage counterparts since they are usually in better financial situations. They usually shop<br />
in specialty shops where they can find merchandise assortments tailored to their needs and<br />
can get in and out faster than they can in department stores. Companies such as Ann Taylor,<br />
Banana Republic, Limited, Express, Victoria’s Secret, and The Gap pay close attention to the<br />
needs of this group. Young adults also do a lot of purchasing on-line.<br />
Preteens are made aware of fashion from the television shows they watch.<br />
(© Dorling Kindersley)