Chapter 4 - Pearson
Chapter 4 - Pearson
Chapter 4 - Pearson
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dia76827_ch04.qxd 11/29/04 7:55 PM Page 83<br />
CHAPTER 4 The Fashion Consumer: Identification and Analysis 83<br />
Except for a relatively small number, the elderly are not devotees of fashion merchandise.<br />
(Ken Karp, <strong>Pearson</strong> Education/PH College)<br />
TABLE 4.2<br />
Age Group Segments<br />
Classification<br />
Age Range<br />
Fashion Needs<br />
Retail Patronage<br />
Children<br />
Teenagers<br />
Young adults<br />
Young middle-aged<br />
Older middle-aged<br />
Elderly<br />
Under 13<br />
13–19<br />
20–34<br />
35–49<br />
50–64<br />
65 and over<br />
Younger portion opts for<br />
“character” clothing; older group<br />
prefers dress of television stars<br />
Trendy merchandise<br />
Sportswear, career dress, leisure<br />
apparel<br />
Upscale fashion apparel and<br />
accessories, designer labels<br />
Still working: career clothing, afterhours<br />
apparel. Retired: sportswear<br />
Functional clothing and accessories<br />
GapKids, Baby Gap, Limited Too<br />
Express, Wet Seal, Abercrombie<br />
& Fitch; on-line<br />
Ann Taylor, Banana Republic,<br />
The Gap; on-line<br />
Neiman Marcus, Saks Fifth<br />
Avenue, fashion designer<br />
boutiques; catalogs and on-line<br />
Department stores such as Macy’s<br />
and Bloomingdale’s; catalogs<br />
Discounter such as Target and<br />
Wal-Mart; catalogs<br />
OCCUPATIONS<br />
Today’s consumer marketplace is quite different from that of the past. Women, for instance,<br />
have made the transition from homemakers to business executives and professionals and<br />
have joined the ranks of the male members of society as viable players in the workplace. As<br />
a combined group, they are an extremely important segment of the population for fashion retailers.<br />
However, a major portion of those employed work in blue-collar jobs. While female<br />
office workers and nonoffice workers both have clothing needs, their requirements are quite<br />
different. The former segment is interested in a wide assortment of suits, accessories, and<br />
other fashion merchandise. The latter’s needs are more basic and functional, and except for<br />
special occasions, they have little interest in fashion merchandise.