H100
Terms
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- Demographic
- age, sex, income, occupation
- Psychographics
- Interests in clothing, music, etc
- Market Segmentation Strategies
- Targeting a brand only to specific groups of consumers rather than to everybody.
- Contextdependent
- the same item can be interpreted differently by different consumers in different situations
- Semiotic
- how we interpet the meanings of symbols
- Fiber Research
- natural and synthetic fibers
- Color & Fashion Forecasting
- 18-20 mos. of extensive research before co.'s buy a new product
- Fabric Mills
- knitting and weaving
- Converters
- finish the fabric with dyes, prints, and finishes
- Designers/Manufacturers of Apparel
- U.S. design other countries assemble
- Support Services
- WWD, advertising agents
- Representatives
- for manufacturers and designers who sell to retail buyers
- Fashion Process
- characterized by social diffusion (which a new style is adopted by a group or groups of consumers.)
- Fashion
- a style that is accepted by a large group of people at a given time.
- Style
- combo of attributes that distinguish it from others
- Bridge Lines
- (secondary lines) interpretations of designers primary lines in a less-expensive execution
- Better Goods
- carry a lower price than bridge lines
- Moderate GOods
- lower in price and quality than better goods and are sold at many dept. stores
- Budget Goods
- popular goods at even lower prices, offered at discount stores
- Mass Fashion
- accounts fo majority of fashion sales in U.S.
- Fashion Cycle
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1. Innovation
2. Rise
3. Acceleration
4. General Acceptance
5. Decline
6. Obsolescence - Role Theory
- Much of consumer behavior resembles actions in a play
- Relationship Marketing
- interaction w/ customer, giving them reasons to maintain a bond with the company
- Popular Culture
- consisting of clothes, music, movies, sports, books, celebrities, and other forms of entertainment consumed by the mass market
- Self-concept Attachment
- product helps identify users identity
- Nostalgic Attachment
- Product serves as a link w/ a past self
- Interdependence
- Product is part of the users daily routine
- Love
- Product elicits emotional bonds of warmth, passion or other strong emotions
- Global Consumer Culture
- people in world are united by their common devotion to brand name consumer goods, movie stars, and musical celebs
- Ecology
- the way in which a system is adapted to its habitat
- Social Structure
- the way in which orderly social life is maintained
- Ideology
- mental characteristics of a people and the way in which they relate to their environment and social groups
- Worldview
- certain ideas about principles of order and fairness
- Ethos
- a set of moral and aesthetic principles
- Material
- handmade material items
- Nonmaterial
- patterns of thought, feeling, and behavior shared by members of a group who regularly interact with each other
- Power Distance
- way in which interpersonal relationships form when differences in power are perceived
- Uncertainty Avoidance
- degree to which people feel threatened by ambiguous situations and have beliefs and institutions that help them to avoid this uncertainty
- Masculinity/Feminity
- degree to which sex roles are clearly delineated
- Individualism
- extent to which welfare of individual versus that group is valued
- Values
- Very general standards about what is good and bad
- Norms
- rules dictating what is right or wrong
- Custom
- Norm/Practice handed down from past, that is slow to change
- More
- custom with a strong moral overtone
- Conventions
- norms regarding conduct of everyday life
- Sacralization
- occurs when ordinary objects events and people take on sacred meanings to a culture or to a specific group within a culture
- objectification
- occurs when sacred qualifies are attributed to mundane items
- fusion
- mix things that already exist
- etic perspective
- global strategy focuses upon commalities across cultures
- emic perspective
- different strategies for different groups
- Creolization
- foreign influences are absorbed and integrated with local meanings
- Myth
- a story containing symbolic elements that expresses the shared emotions and ideals of a culture
- Metaphysical
- explain origins of existence
- Cosmological
- emphasize all components of the universe are part of a single picture
- Sociological
- maintain social order by authorizing a social code
- Psychological
- provide models for personal conduct
- Binary Conduct
- where two opposing ends of some dimension are represented
- Monomyth
- a myth that's common to many cultures
- Rituals
- set of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically.
- Cooptation
- where original product meanings are transformed by outsiders
- Cultural Production System
- set of individuals and organizations responsible for creating and marketing a cultural product
- Cultural Gatekeeper
- responsible for filtering the overflow of information and materials intended for consumers.
- Product Placement
- insertion of specific products in movies and tvs
- Innovation
- is any product or service that is perceived to be new by consumers
- fashion innovation
- style design or look perceived as new by the consumer
- diffusion of innovations
- a new product, service, or idea spreads through a population