Customer types in the fashion sector

In fashion, sale is as important as in any other business. Thus, knowing your consumer and their behaviour is key. When it comes to the fashion consumer, first of all you have to consider their social behaviour. But that’s not all; you also need to keep in mind aspects such as their needs, desires, consumption habits, communication style and more. When you understand what is behind your customers’ actions, you will be able to run more effective marketing campaigns. What’s more, you will also improve your sales and know who to target with your brand.

The average consumer is more aware of common issues than ever before. Social media provides customers with overwhelming information on many aspects that were previously hidden from the public, such as how fashion brands treat their employees or how sustainable their products are.

Now let’s look at the most popular types of customers who purchase fashion products:

1. The pioneer

This type of customer is very interested in fashion, knows the latest trends and follows them, and is always up to date. He/she reads fashion blogs and/or magazines and is able to spend a lot on exclusive clothing. They wait for new proposals from companies and designers. They are adventurous and buy any kind of design or distinctive clothes. They are waiting for new proposals from brands and designers, so in order to win their favour, brand designers must stand out from the crowd.

2. The innovative

This type of customer is also well acquainted with fashion, knows the trends, and creates their own. It is said that they are the ones who “create fashion”. In addition, they also look for exclusive clothing in the stores they visit. Just like a “pioneer,” you can attract them through a distinctive brand campaign.

3. The follower

This consumer is a copycat pioneer or innovator. He/she does not immediately acquire clothes from the latest collections, but does so only after some time, usually during the phase of their greatest success (popularity). Also, they are willing to pay high prices, but not as exorbitant as in the launch phase of fashion collections.

4. The fashion-dependent

Simply defined, this type of customer adapts to what is currently trending in the fashion market. He/she can be compared to a “fashion slave”.

5. The liabilities

He/she does not pay exorbitant prices for clothes, but rather is able to spend as much on clothing as any average person. When the product has become known and is popular with many consumers, he/she purchases it too.

6. The laggy back

They are also known as price controllers or mobile innovators. They usually do not have sufficient financial resources to purchase a fashionable product. Most often they buy it after some time, for example, at a sale, when the initial price drops significantly due to decreasing demand.

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Some other types of consumers that can be distinguished are:

1. Traditional

Such people are loyal to their proven brands and their lifetime stores; innovation is not in their nature. They rely on classic clothing, follow the dress code and dress simply appropriately for the occasion. This type of consumer does not engage in the fast-paced world of fashion.

2. Neo-traditional

This customer uses a mix of classic and innovative. They are more connected to the latest trends or technology than the traditional ones.  As a result, they are more up-to-date.

3. Contemporary

They are people who perform different daily activities, are up-to-date, usually well-informed and multicultural. Above all, they are looking for practical solutions, and therefore fashion that works for them.

4. Conscious technology

This is a type of consumer that is connected to the virtual world. This type of consumer is characterized by the fact that he/she is concerned about issues related to nature. Therefore they are involved in global situations and the environment[1].

What kind of customer are you?

Source: https://www.freepik.com/premium-photo/young-women-with-shopping-white-background_13569872.htm

[1] BluCactus “Fashion consumers: Get to know them for the success of your brand” https://blucactus.blue/types-of-fashion-consumers/