Fashion and lifestyle category in gold!
Identifying demand moments in
The fashion and lifestyle category!
While consumer segments help us identify who to target and how, women do not behave consistently from one purchase occasion to another-their needs will change according to the moment. We need to understand the occasions, these ‘demand moments’, as they are experienced by women, and pinpoint the underlying needs of each in order to develop products, services and communications that will effectively meet those needs.
We have identified five distinct global demand moments, based on the benefits that consumers were looking for on a specific occasion when they bought a product from the high-end fashion and lifestyle category. As with the consumer segments, all five demand moments apply universally to each of the global markets we surveyed, but there are specific market distinctions in terms of size and behaviour, as well as cultural nuances.
all five demand moments are 1: Creative Self-Expression, 2: Traditional Value, 3: Emotional Connectedness, 4: Socially Minded, 5: Signalling status.
1: Creative Self-Expression is an occasion where consumers are looking for modern branded products that will help them express their individuality and have fun with their style.
2: Traditional Value is an occasion where consumers invest in products rooted in tradition – heirlooms that they can hold on to or pass on to the family and use as a way of demonstrating prosperity.
3: Emotional Connectedness is an occasion where consumers want something that is versatile, modern and durable - suitable for special occasions. They must be acceptable to the family and represent love.
4: Socially Minded is an occasion where consumers are looking for ethical and environmentally friendly products that are durable and versatile.
5: Signalling status this occasion is about following the latest trends and trendsetters. Consumers opt for popular products and brands that help them fit in with their friends and display their wealth.
