Copyright Goodheart-Willcox Co., Inc. Chapter 5 Satisfying the Fashion Market 75
There are several ways to segment markets. The most popular involve
demographics and psychographics.
Demographics
Demographics are the vital statistics of human populations, broken down by
such factors as age, gender, race, education, religion, income, occupation, and
geographic location. Rates of changes, or shifts, in any of these factors within
a market area are especially important. The U.S. population is expected to
increase in racial and ethnic diversity. With medical breakthroughs, older age
groups will expand. These groups have distinct tastes and values. Marketers
sometimes label demographic groups, such as the following:
• Seniors or Elders: born 1945 and earlier (before the end of WWII)
• Baby Boomers: born 1946–1964 (a swell in the population after WWII)
• Generation X: born mid-1960s to late-1970s
• Generation Y: born early-1980s to 2000 (also called the Digital Generation or
Millennials largest segment of the U.S. population have spending power)
• Generation Z: born 2001 and after (social media, self-image, demand for
experiences, immediacy)
Some fashion marketers subscribe to services that report on demographic
trends. Another useful source for demographic information is the U.S. Census
Bureau, which is a national population count. Businesses use this information
to fi nd out where their customers are living, what they are doing, and how
much money they have to spend on consumer goods. Figure 5.2 shows census
statistics of age demographics in the future, which can be used to estimate
major apparel markets.
Other demographic information, not shown in the chart, tells us that there
are more women in the workforce, and with higher levels of education. This
creates more need for both tailored and casual women’s career apparel.
Double-income families can also afford more expensive merchandise.
With everyone working, however, consumers are very busy and require quick
and convenient shopping, as well as easy clothing care. In addition, with the
largest part of the population passing middle age, comfort and dressing ease
are prime considerations.
Geographic areas of the U.S. have different tastes in colors and styles.
Recent studies show that women in the Northeast prefer patterns rather than
solids. Midwesterners have conservative tastes and Southern women prefer
brighter colors than other parts of the country. Western consumers prefer to
buy and own a variety of looks.
Recent demographics also show that larger populations are migrating to
southern states, increasing the need for more sunbelt apparel at the expense of
snowbelt clothing. Minority groups are increasing in size, resulting in more cul- t
tural diversity and market complexity. Additionally, family structures are chang-
ing, resulting in fewer traditional family households. Implications of these trends
are very helpful to fashion fi rms and other businesses that try to market to and
please the demographic groups. Companies are trying to instill brand loyalty to
keep their existing customers, plus fi nd ways to gain new customers.
There are several ways to segment markets. The most popular involve
demographics and psychographics.
Demographics
Demographics are the vital statistics of human populations, broken down by
such factors as age, gender, race, education, religion, income, occupation, and
geographic location. Rates of changes, or shifts, in any of these factors within
a market area are especially important. The U.S. population is expected to
increase in racial and ethnic diversity. With medical breakthroughs, older age
groups will expand. These groups have distinct tastes and values. Marketers
sometimes label demographic groups, such as the following:
• Seniors or Elders: born 1945 and earlier (before the end of WWII)
• Baby Boomers: born 1946–1964 (a swell in the population after WWII)
• Generation X: born mid-1960s to late-1970s
• Generation Y: born early-1980s to 2000 (also called the Digital Generation or
Millennials largest segment of the U.S. population have spending power)
• Generation Z: born 2001 and after (social media, self-image, demand for
experiences, immediacy)
Some fashion marketers subscribe to services that report on demographic
trends. Another useful source for demographic information is the U.S. Census
Bureau, which is a national population count. Businesses use this information
to fi nd out where their customers are living, what they are doing, and how
much money they have to spend on consumer goods. Figure 5.2 shows census
statistics of age demographics in the future, which can be used to estimate
major apparel markets.
Other demographic information, not shown in the chart, tells us that there
are more women in the workforce, and with higher levels of education. This
creates more need for both tailored and casual women’s career apparel.
Double-income families can also afford more expensive merchandise.
With everyone working, however, consumers are very busy and require quick
and convenient shopping, as well as easy clothing care. In addition, with the
largest part of the population passing middle age, comfort and dressing ease
are prime considerations.
Geographic areas of the U.S. have different tastes in colors and styles.
Recent studies show that women in the Northeast prefer patterns rather than
solids. Midwesterners have conservative tastes and Southern women prefer
brighter colors than other parts of the country. Western consumers prefer to
buy and own a variety of looks.
Recent demographics also show that larger populations are migrating to
southern states, increasing the need for more sunbelt apparel at the expense of
snowbelt clothing. Minority groups are increasing in size, resulting in more cul- t
tural diversity and market complexity. Additionally, family structures are chang-
ing, resulting in fewer traditional family households. Implications of these trends
are very helpful to fashion fi rms and other businesses that try to market to and
please the demographic groups. Companies are trying to instill brand loyalty to
keep their existing customers, plus fi nd ways to gain new customers.