Copyright Goodheart-Willcox Co., Inc. 76 Fashion Marketing &Merchandising
Psychographics
Psychographics are statistics that try to explain consumer behavior through
such variables as lifestyle, values, attitudes, and self-concept—what people
are thinking and feeling. These behaviors stem from cultural backgrounds,
social groups, or personalities.
Psychographics complement and expand on demographics. A demo-
graphic of an Asian-American male, age 25–44, married and employed, could
be much more closely identifi by adding psychographics. For instance, he fied
might be a jogger, a father and Boy Scout leader, a pro football fan, and a fiscal
conservative. People share such information via social networks, credit card
purchases, and their associations. This gives marketers an opportunity to col-
lect information about people’s activities, opinions, and interests. Resulting
marketing efforts can be more specific, which benefits fi both consumers and fi
retailers.
By evaluating psychographics, along with demographic data, companies
try to predict buying patterns. Knowing these variables, companies can antic-
ipate certain responses to products, advertising, and other selling approaches.
Recent psychographics in the U.S. show that there are more relaxed social
patterns today, which means that popular clothing styles are increasingly
more casual. People are wearing softer fabrics and more comfortable garments
Source: Population Division, U.S. Census Bureau
Figure 5.2 Th ese demographics show when and how much the population will increase by age group, which can indicate
future demand for apparel. Th e total U.S. population is expected to increase by about 25 percent through 2040. By percentage,
growth in the older populations will outpace all other groups.
Expected U.S. Demographics for Apparel Markets
Population Figures in Thousands by Years
Markets 2015 2020 2025 2030 2035 2040 %change
(2015–2040)
Children under age 5 22,076 22,846 23,484 24,161 25,056 26,117 +18.3
Girls ages 5–14 21,191 22,193 23,133 23,918 24,652 25,506 +20.4
Boys ages 5–14 22,075 23,111 24,082 24,889 25,642 26,518 +20.1
Women ages 15–24 21,379 21,771 22,955 24,033 25,106 26,010 +21.7
Men ages 15–24 22,271 22,585 23,772 24,873 25,961 26,871 +20.7
Women ages 25–44 42,514 44,446 45,930 47,318 48,738 50,511 +18.8
Men ages 25–44 43,287 45,278 46,682 47,924 49,224 50,881 +17.5
Women ages 45–64 42,939 43,065 42,498 42,747 44,373 46,573 +8.5
Men ages 45–64 40,972 41,292 41,013 41,549 43,236 45,428 +10.9
Women ages 65–84 22,165 26,228 30,761 34,337 35,731 36,125 +63.0
Men ages 65–84 18,379 21,979 25,908 29,010 30,362 30,915 +68.2
Women ages 85+ 4,130 4,253 4,587 5,461 7,063 8,717 +111.1
Men ages 85+ 2,163 2,344 2,652 3,284 4,387 5,481 +153.4
Total all ages 325,541 341,391 357,457 373,504 389,531 405,653 +24.6
Psychographics
Psychographics are statistics that try to explain consumer behavior through
such variables as lifestyle, values, attitudes, and self-concept—what people
are thinking and feeling. These behaviors stem from cultural backgrounds,
social groups, or personalities.
Psychographics complement and expand on demographics. A demo-
graphic of an Asian-American male, age 25–44, married and employed, could
be much more closely identifi by adding psychographics. For instance, he fied
might be a jogger, a father and Boy Scout leader, a pro football fan, and a fiscal
conservative. People share such information via social networks, credit card
purchases, and their associations. This gives marketers an opportunity to col-
lect information about people’s activities, opinions, and interests. Resulting
marketing efforts can be more specific, which benefits fi both consumers and fi
retailers.
By evaluating psychographics, along with demographic data, companies
try to predict buying patterns. Knowing these variables, companies can antic-
ipate certain responses to products, advertising, and other selling approaches.
Recent psychographics in the U.S. show that there are more relaxed social
patterns today, which means that popular clothing styles are increasingly
more casual. People are wearing softer fabrics and more comfortable garments
Source: Population Division, U.S. Census Bureau
Figure 5.2 Th ese demographics show when and how much the population will increase by age group, which can indicate
future demand for apparel. Th e total U.S. population is expected to increase by about 25 percent through 2040. By percentage,
growth in the older populations will outpace all other groups.
Expected U.S. Demographics for Apparel Markets
Population Figures in Thousands by Years
Markets 2015 2020 2025 2030 2035 2040 %change
(2015–2040)
Children under age 5 22,076 22,846 23,484 24,161 25,056 26,117 +18.3
Girls ages 5–14 21,191 22,193 23,133 23,918 24,652 25,506 +20.4
Boys ages 5–14 22,075 23,111 24,082 24,889 25,642 26,518 +20.1
Women ages 15–24 21,379 21,771 22,955 24,033 25,106 26,010 +21.7
Men ages 15–24 22,271 22,585 23,772 24,873 25,961 26,871 +20.7
Women ages 25–44 42,514 44,446 45,930 47,318 48,738 50,511 +18.8
Men ages 25–44 43,287 45,278 46,682 47,924 49,224 50,881 +17.5
Women ages 45–64 42,939 43,065 42,498 42,747 44,373 46,573 +8.5
Men ages 45–64 40,972 41,292 41,013 41,549 43,236 45,428 +10.9
Women ages 65–84 22,165 26,228 30,761 34,337 35,731 36,125 +63.0
Men ages 65–84 18,379 21,979 25,908 29,010 30,362 30,915 +68.2
Women ages 85+ 4,130 4,253 4,587 5,461 7,063 8,717 +111.1
Men ages 85+ 2,163 2,344 2,652 3,284 4,387 5,481 +153.4
Total all ages 325,541 341,391 357,457 373,504 389,531 405,653 +24.6