ARTD1078 Consuming Fashion
GENERATION X affluent male shoppers
Hannah Tagulao
Contents 1. Introduction
pg 1
2. Generation X – Moodboard
pg 2
3. Generation X
pg 3
Affluent Male Shoppers 4. Demographics and Psychographics
pg 4
5. Lifestyle Behaviour
pg 5
6. Key motivations and Buying Behaviour
pg 6
7. Moodboard
pg 9
8. Pen Portrait
pg 10
9. Future Marketing/Promotional Opportunities and Challenges
pg 11
10. Conclusion
pg 13
11. Appendix
pg 14
12. Bibliography
pg 15
1.
introduction
As all consumers are different, marketers segment similar groups together in order to help strategise better marketing plans. A form of demographic segmentation is looking at a particular consumer generation; in this case, the report looks at Generation X and has a closer insight of the affluent male shopper.
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Generation xMOODBOARD
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GENERATION X Born between the years of 1965 to 1976, Xers are currently around their mid-30s to their late-40s. Whilst growing up, society was reshaped becoming more multicultural and incorporating different family structures with increasing divorce rates, decline in births, recession and the risk of unemployment leading them to become realistic, self-reliant and sceptical. Today, the majority of Xers are in the parenting life stage with 7 out of 10 owning their own homes. Career-wise, Xers are still moving up the ladder despite the economical climate altering career paths and expectations. They aim to work smarter and are task-driven striving to learn more and develop themselves personally. To a Xer, maintaining a strong work-life balance is important as they value family a lot with 77% of Xers feeling closer to their children under 18 than other people (Yankelovich Monitor Live 2008). Unlike the previous generation, Xers are more technology-savvy growing up with continuous developing technology and the introduction of the internet. In terms of marketing, Xers tend to be more cynical compared to other generations, although they seem to possess a more individual fashion style that shows off their creativity. As well as this individual style, Xers are more generally independent focused more on themselves and others who share similar values (this being considered their style tribe). The 1980s and early 1990s influenced Generation X the most generating the likes of successful fashion designers of Stella McCartney, Phillip Lim and Nicolas GhesquiĂŠre.
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affluent male shoppers As highlighted previously, this report delves into the consumer group of affluent male shoppers taking a look at demographics, psychographics, lifestyle behaviour, key motivations, buying behaviour and future marketing/promotional opportunities and challenges.
4. Demographics
+ PSYCHOGRAPHICS
A commonly used method of segmentation is looking at the demographic and psychographic variables of different types of consumers. Demographic segmentation looks at age, gender, income, education etc, whereas psychographic focuses more on lifestyle, spending attitude and personality. The affluent male shopper within the Generation X category falls into the age bracket of 36 to 47. Family being an importance, he is married and in the parent life stage. He has achieved a lot regarding education and career where he has gained a degree, and worked his way up to gain a managerial position earning himself a high salary of around ÂŁ70,000. He spends this paying the mortgage, bills and providing for his family, however he still remains to have a high disposable income. Belonging to the upper class, these men are accustomed to wealth and like to use various brands to portray their extravagant lifestyle and personality. They have a want to own apparel that possesses unique qualities, willing to pay for the additional costs. In addition to spending money on apparel, they like to buy other luxury items such as technology and invest their money into stocks and shares. As they came from higher levels of education, they tend to be more fashion savvy and have a more individual style that showcase their high status in society.
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affluent male shoppers
LIFESTYLE BEHAVIOUR
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Looking at how a person lives their life can help determine a certain consumer’s opinions, interests and attitudes that help a marketer have a better insight into their underlying motivations and needs. From the VALS system1, the affluent male shopper is Fulfilleds in the Principle-oriented fashion consumers category, and Actualisers in Status-oriented fashion consumers. This means he tends to be more responsible, mature and welleducated where he is open to the latest fashion, and is not fussed about spending money on clothing so long as the quality is high and is longlasting in style and durability. An affluent male shopper lives a life of luxury able to afford clothing and other luxury items that show off their wealth. Having a high disposable income allows them to go on holiday at least twice a year, where perhaps they may own a family home abroad. As Xers tend to want a work-life balance, he is family-orientated and likes to spend time with them; 61% of Xers feel good about themselves when they at least spend 3 hours with their family (Yankelovich Monitor 2008). As he is a confident user of technology and the internet, he regularly browses, communicates and shops online whether at home or on the move. In his spare time, he likes to maintain his health and wellness as they like to look smart to others where they are not so concerned about weight loss. Sports like golf and tennis are example activities he likes to participate and he also enjoys the arts, theatre and music. He tends to live in large suburban house with easy access to public transport, although he is most likely to own at least two cars between himself and his spouse.
1Refer
to Appendix
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affluent male shoppers
6. Key motivations
+buying behaviour What motivates a consumer to purchase something relies on an array of influences that are internal and external relating to personality, self-image, perception and motivation. Factors that are cultural, social, economic, personal, psychological and geographic all affect the motivations that drive a person’s buying behaviour. In terms of fashion, motivation is more because of desire and the need is psychological. Despite having access to a lot of money, affluent male shoppers still follow the same principles another male shopper approaches when it comes to buying. Men are considered to be “hunter-gatherers� where decisions are due to a need to replace a previous item. In particular, men do not enjoy shopping and only shop when necessary tending to stick to brands they have bought from before. Unlike women, men do not buy in advance in terms of seasons where they have shorter goals such as buying a shirt for an event in an upcoming week or month.
When it comes to an affluent male shopper, they tend to spend less time browsing in a store where they already have a product in mind. He likes to be able to find the section he acquires quickly and without distraction, if not, he is most likely to give up and leave the store without asking for assistance. In addition to this, shopping with the opposite makes the experience more enjoyable for him. A recent trend is that more men are shopping from discount retailers and supermarkets with 38% buying in supermarkets (British Lifestyles 2011, Mintel 2011) showing more consumers are buying apparel whilst doing their weekly shop.
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affluent male shoppers
6. Key motivations
+ buying behaviour Moreover, as the role of digital marketing expands further in today’s society, an affluent male is very tech-savvy where 67% of Xer men purchase a product or service online frequently (Yankelovich MONITOR 2009). Before buying an item however, an affluent male shopper will undertake research with 75% of men reading an online review about a product (British Lifestyles 2011, Mintel 2011), and can be put off if there are at least 3 bad reviews. While most men initially ignores the price tag of a product in bricks-and-mortar stores, and are less likely to wait for apparel to go on sale and bargain-shop, as mobile price comparisons are becoming increasingly popular, men are becoming more smarter with spending their money. With the internet, they feel more satisfied with a brand’s service online and the ability to connect with them through social media. Affluent male shoppers want to maintain their fashion style through buying brands that they feel represent their personality, shows off their success and makes a statement about them. Men tend to have a strong brand loyalty where brands such as John Lewis, Next, M&S and Gap are favourites. Spending a bit more on more premium brands such as Aubin and Wills, Ralph Lauren, Barbour, Armani and Toast is deems popular to this specific consumer group. They also turn to brands such as T.M. Lewin and Moss Bros to upkeep their professional, business appearance for their career. They want a “members only” and exclusive feel to the products they purchase with less than 60% of Xer men wanting unique items (Yankelovich MONITOR 2009) and the ability to customise to flatter their lifestyle. 7
affluent male shoppers
6. Key motivations
+ buying behaviour An affluent male shopper wants to lead with his style and feel confident, though subconsciously he wants to fit in with the crowd and is not as daring as a woman, so he chooses to stick to wardrobe staple pieces such as various styles of t-shirts and jeans. He is prepared to shop at various places, though they often have a certain style they consider to be unique which they tend to stick to regardless of trends. Only 30% of men turn to fashion magazines for inspiration (Mywardrobe.com 2012), but they do want assistance to help influence their fashion decisions such as knowing the basics, what the current trends are, and having tips and hints. He looks for smaller detail and variation in apparel such as the fit and the fabric; the ones that are more engaged and confident tend to be more impulsive when buying.
Increasing interest and confidence regarding shopping is becoming apparent with one in two men buying clothing for himself in the past month (Lifestyle Monitor 2008). Back in 1985, 60% of women were responsible for buying men’s clothing (The Why of the Buy 2008) whereas recently men have started to shop a lot more for themselves as opposed to their spouse or mother. Men are not only buying for themselves now, but their confidence has increased so much that they are now even shopping for partners and their children, where nearly 9 in 10 males shopped for their children’s clothing (Lifestyle Monitor 2008). An affluent male shopper is now more aware and fashion conscious where his decisions to purchase is likely to also be for his family.
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affluent male shoppers
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AFFLUENT MALE SHOPPER MOODBOARD
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affluent male shoppers
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Pen portrait
A conventional affluent male shopper is in his early 40s where he lives in a large suburban home in the location of Kingston-upon-Thames with his wife and two children that are still under 18. He went through higher levels of education earning him a university degree and now he currently works as a CEO for a large firm earning him a large income of £65,000. He tends to travel mostly by car, his black BMW. He has a large disposable income which he uses to pay the mortgage, bills, and his children’s private school education but also uses this for recreational and personal purposes such as holidays, technology and apparel. Brands he likes to purchase are an array of stores such as John Lewis, Ralph Lauren, T.M. Lewin, Barbour and even at his local supermarket. He is an avid user of the computer always browsing the internet keeping up to date with the news, watching videos etc., as well as keeping in contact with family and work. He enjoys the arts, watching sport, reading, keeping healthy, playing golf, and perhaps rugby. His family is a big priority to him where he tries his best to provide for them as well as maintain strong relationships through spending time together.
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affluent male shoppers
9. Future market/promotional
Opportunities + challenges In order for brands to continue to succeed in the fashion industry, they must continue to plan and look at the future aspects regarding their target consumer. Opportunities to connect better with consumers are continually rising but as this can happen, challenges to find a successful way to do so can surface. The affluent male shopper is a great target to create new marketing opportunities as marketing to males still needs development in the fashion industry, and more males are showing engagement through digital marketing.
In terms of fashion promotion and imagery, brands are falling short and are potentially alienating their male consumer base as they feel they cannot relate to the models used. It is reported that 63% of US men feel that the way men are advertised is completely out of touch of how they really are (Futures Company Y Report 2009). By delving into further research regarding the affluent male, better model casting could be taken out to improve fashion imagery creating looks that would inspire and would want to aspire to be more like rather than still using the typical stereotypes; this would draw in the consumer group more effectively. As stated, the affluent male shopper is savvy when it comes to marketing and is quite cynical when it comes to advertising, so it is best to market towards them with caution and honesty as they appreciate no hidden motives and clear messages. The idea of using less is more is vital as having too much may scare away any potential consumers as men prefer things to be more simplified when it comes to buying. Perhaps, by a brand advertising on television through commercial breaks that attract large male audiences such as sport or even sponsoring shows that an affluent male is more likely to watch, they are able to raise more awareness about the brand or reinforce brand loyalty.
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affluent male shoppers
9. Future market/promotional
Opportunities + challenges The utmost opportunity any fashion brand can expand into is using digital space to create a deeper connection with affluent male shoppers. They are readily using the internet to communicate, research, browse and purchase online than turn to brick-and-mortar shops, however there is still a massive gap in engaging them in a stronger way compared to female consumers. For one, a brand can develop their website by making it easier to navigate and purchase, emphasising on product detail and variation. By offering hints and tips, and giving them the latest information regarding fashion trends, they will feel more secure when shopping; a brand should be more informative than treat fashion like entertainment or they will alienate the affluent male consumer as they are not as interested compared to women, though they must not be so boring when doing so. Another major marketing and promotional opportunity is taking advantage of their tech-savvy nature and design smart phone apps that will engage the affluent male shopper more, as it seems to be more of a tangible marketing tool than focusing on location. This proves useful to those who have lack of time due to work and family commitments allowing them to keep fashion-conscious and buy on the move. Men still have the same “hunter� approach of trying to buy effectively using as little time possible meandering. A challenge a fashion house can face is offering uniqueness with their apparel, because men tend to keep to wardrobe staple pieces which can limit their creativity and may put off customers if they go a bit too far with design. Furthermore, with more and more accessible price comparisons, this poses a threat to any affluent male who may be weary with spending on apparel as they would rather prioritise it on home improvements, holidays or his children’s education so a business may lose out. This can be tackled though by trying to enforce a high level of service and stressing the best quality in their products as men are more willing to spend more on the basis of these factors. 12
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Conclusion
Affluent male shoppers within Generation X prove to be an interesting group to market towards as they have a high disposable income that makes them desirable to any brand. They are still thriving in terms of career and tend to have a family to provide for. It is evident that through the use of technology, these men are becoming more connected and aware with fashion gaining a stronger confidence when buying for themselves and their families. They have the ability to spend a lot on a brand if they feel that the product is of a good quality and is able to exhibit their personality, style and success effectively whether that be for work or for play. However, fundamentally, they tend to only buy apparel when it is necessary and would rather not experience shopping trying to complete the task in the quickest amount of time possible. In order to continue to market successfully with this group in the future, it is important to develop digital platforms making them simple and allows browsing without any distraction.
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Appendix
1. THE VALS SYSTEM Originally created in the 1970s by a consumer futurist, Arnold Mitchells, the system shown below has been developed and changed further by Taylor-Nelsen (VALS 2 SYSTEM). This system is used by marketers to help segment different lifestyles, however as lifestyle consists of many different elements, trying to fit a certain type of consumer in only one type of group is difficult, especially as today, lifestyles and culture are becoming increasingly more complex.
(The VALS2 Liffestyle System, Jackson and Shaw 2009 p.66)
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BIBLIOGRAPHY BOOKS • Jackson, T. and Shaw, D. (2009), Mastering Fashion Marketing, Palgrave Macmillan. • Posner, H. (2011), Marketing Fashion, London: Laurence King. • Bay, S., Gill, P., Petrizzi, R. And Rath, P. M. (2008), The Why of the Buy: Consumer Behaviour and Fashion Marketing, Fairchild Books. • Rabolt, N. J. and Solomon, M. R. (2004), Consumer Behaviour in Fashion, Prentice Hall. • Underhill, P. (2009), Why We Buy: The Science of Shopping, Simon and Schuster E BOOKS • Ball, K. And Gotsill, G. (2010), Surviving the Baby Boomer Exodus: Capturing Knowledge for Gen X and Y Employees, Course Technology. Available from: http://site.ebrary.com/lib/soton/home.action?force=1 [Accessed 1 March 2012] • McCrindle, M. And Wolfinger, E. (2009), The ABC of XYZ: Understanding the Global Generations, University of New South Wales Press (UNSW). Available from: http://site.ebrary.com/lib/soton/home.action?force=1 [Accessed 1 March 2012] • Rosen, B. C. (2001), Masks and Mirrors: Generation X and the Chameleon Personality, Greenwood Press. Available from: http://site.ebrary.com/lib/soton/home.action?force=1 [Accessed 1 March 2012] • S.L. (2009}, User Guide. Available from: http://www.caci.co.uk/acorn2009/CACI.htm [Accessed 2 March 2012] ONLINE CONFERENCE PAPERS • Moore, H (2008). 10 Things About Generation X, August 13, 2008. The Futures Company, Yankelovich MONITOR. Available from: http://www.warc.com/PDFFilesTmp/e599afe6-0213-4184-a875366c05e47d07.pdf [Accessed 8 March 2012] WEB PAGES • Clark, N. (2011), Male shoppers, reaching the new hunter-gatherers, WGSN. Available from: http://www.wgsn.com/content/report/Marketing/Consumer_Insight/201 1/November/reaching_the_newhuntergatherers.html [Accessed 29 February 2012] • Don’t You (Forget About Me} – Marketing to Generation X, WARC: The Futures Company, Yankelovich MONITOR. Available from: http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=7 90d0b63-a158-4299-a8a3-f129eb3ecc5a&q=generation+x [Accessed 6 March 2012] 15
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BIBLIOGRAPHY WEB PAGES • Clark, N. (2011), Male shoppers, reaching the new hunter-gatherers, WGSN. Available from: http://www.wgsn.com/content/report/Marketing/Consumer_Insight/201 1/November/reaching_the_newhuntergatherers.html [Accessed 29 February 2012] • Don’t You (Forget About Me} – Marketing to Generation X, WARC: The Futures Company, Yankelovich MONITOR. Available from: http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=7 90d0b63-a158-4299-a8a3-f129eb3ecc5a&q=generation+x [Accessed 6 March 2012] • Men, Brands and the Internet, The Futures Company, Yankelovich MONITOR. Available from: http://www.warc.com/PDFFilesTmp/57f2d746-6075-4a28-b52c9b5f010c311a.pdf [Accessed 8 March 2012] • Meredith, G. E. and Schewe, C. D. (2002), Marketing To My Generation – and Yours, WARC: ANA Magazine. Available from: http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=d ec827f2-23f2-49f4-8927-8eef314a0395&q=generation+x [Accessed 4 March 2012] • Miller, L. (2011), Shopping behaviour: British Lifestyles 2011, WGSN. Avaiable from: http://www.wgsn.com/content/report/Marketing/Consumer_Insight/201 1/October/british_lifestyles2011.html [Accessed 29 February 2012] • Salary for Chief Executive Officer (CEO) Jobs, PayScale. Available from: http://www.payscale.com/research/UK/Job=Chief_Executive_Officer_(C EO)/Salary [Accessed 9 March 2012] • The Alpha Shopper, WGSN: Lifestyle Monitor Reports. Available from: http://www.wgsn.com/content/wgsn-ms/cottoninc/reports/2008/jun/ci2008jun04_000325.html [Accessed 3 March 2012] • Warc Briefing: Men, WARC. Available from: http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=1 4163779-faf7-4e01-957b-d507913008c6&q=%22warc+briefing%22 [Accessed 7 March 2012] • Y Reports – Generations: The Scoop on Boomers, Xers and Echoes, WARC: The Futures Company, Yankelovich MONITOR. Available from: http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=5 cce7783-5783-45d6-a7a2-2fca530c5e1e&q=generation+x [Accessed 25 February 2012] • Y Reports – Health and Wellness for 25-40s, WARC: The Futures Company, Yankelovich MONITOR. Available from: http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=8 dd79990-f864-4f85-b2eb-f000a1b4518b&q=generation+x [Accessed 25 February 2012] 16
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