Integrating consumer behavior in

fashion and innovation

Asma Nasim
Strategic Marketing & Consumer Behaviour
Submitted to Sir Nabeel
Consumer behavior

 Consumer behavior is the study of how people are making purchase decisions to satisfy their needs, wants or
desires, and how their emotional, mental, and behavioral responses influence the buying decision. To analyze
consumer behavior, people are using concepts. There are four types of consumer behavior: habitual buying
behavior, variety-seeking behavior, dissonance-reducing buying behavior, complex buying behavior.
Consumer behavior types are determined by what kind of product a consumer needs, the level of
involvement, and the differences that exist between brands.
 By conducting consumer behavior study, a company saves a lot of resources that might otherwise be
allocated to produce a product that will not be sold in the market. For example, in summer a brand will not
waste its resources for producing a product that will not sell in summer. Based on consumer behavior the
company decides on production strategy which will save on warehouse costs and marketing costs.
 If you own an electronics store, high school or college students who buy a new laptop are more likely to
understand the features they’re looking for than a person buying his first computer. With the first
demographic, your service goal will be to provide information about the latest trends in technology, while
with the second demographic, you’ll need to spend more time educating the customer, finding out what his
specific needs are, and even teaching him how to use the features of his new electronic device
What is fashion and innovation?

 Fashion is a form of self-expression, at a particular period and place and in a specific context, of clothing,
footwear, lifestyle, accessories, makeup, hairstyle, and body posture. In its everyday use, the term implies a
look defined by the fashion industry as that which is trending.
 Innovation is a new or improved method of good or service, idea, or product. When it comes to fashion
innovation, consumer adoption and constant technological development are critical. As both industries (tech
and fashion) are future-driven and consumer-focused, adoption happens naturally.
What is fashion and innovation?

 Algiknit is a company that produces textile and fibers from kelp, a variety of seaweed. The extrusion process
turns the biopolymer mixture into a kelp-based thread that can be knitted, or 3D printed to minimize waste.
The final knitwear is biodegradable and can be dyed with natural pigments in a closed-loop cycle.
 Some companies are manufacturing bio-based alternative packaging materials made from wood. The
resulting material has similar properties to paper and plastic used in the retail sector. Yet, the material has
higher tear resistance than paper and can be recycled alongside cardboard.
 A shift in cultural values, consumer preferences and purchase intentions towards fashion product is the most
critical issue. Fashion apparel market has been highly influenced by fashion trends. Fashion apparel has built
an image in the market by positioning designs targeted at shoppers as erotically changed. Apparel products
are essentially designed with reference to features of the human body and season. Consumers lean towards
buying such apparel that are largely sold as fashion apparel.
Innovation
 Consumers will change their consumption behavior based on
a current change in their self-concepts (Banister & Hogg).
 So regarding this concept suppose if white T-shirts, which is
casually worn by people can be innovate keeping in mind
about fashion because product has high demand in market and
in region from summer weather condition it is clear that
product will be very comfortable. Also it will be sold with
high profit if we get into innovation.
 Off course, shirt is not a new inventory product, there are many
competitors in market so for this purpose innovation in our marketing
strategy will overcome our competitor.
 Because of co-vid everyone has to stay at home and wearing boring
clothes, but now we are launching a “Boring casual T-Shirt with
exciting customization” . Traditional Hand embroidery, prints, tie-die
and also a service of customization through website. Which means
customer can upload his/her own design on website.
 It is very important for any company to build the right relationship with
right customers. We will emphasize on customer’s demand and to product
quality by adding features we may create value in order to capture value
from customers in return.
 We will design our website technology with the features, : customers can
select size, color, print, design for embroidery or tie n die, or they can
upload their own design for customization.
 Our marketing strategy would be advertising the product through images on social media( Facebook,
Instagram and YouTube ).
 Mostly group will be targeted who actively purchase shirts. Because of covid people are spending more time
online, also PR packages will be sent to bloggers that will influence more of our customers with their
reviews. Also Surprise gifts would be giving to our first 10 costumers.
 consumers get a high pleasure from checking online platforms which drives in a higher involvement with a
product and enable a tie between consumer and fashion innovation that influence a planned behavior
towards a purchase as well as influence an impulsive behavior towards purchase and an individual feels
encountered at a specific moment.