Buyer Behavior Essay Example | Topics and Well Written Essays - 750 words

Buyer Behavior - Essay Example Globalization has contributed to the complete transformation of the fashion industry coaxing the fashion magazines to cater to a wider consumer base, and include articles, editorials and fashion insights which are globally competent and relevant. Vogue and Elle, are two of the oldest and most esteemed brands in the world of fashion which have the power to influence societal ideologies through their articles and depiction of women’s fashion. The magazines’ primary goal of catering to the huge female customer base, and their association with known international brands, by way of advertisements and sponsors, have contributed to the creation of a unique brand image. Clothes represent identity and the fashion magazines such as Vogue and Elle bank on their grasp on the industry, to promote their respective products by indulging in aspirational marketing tactics, and endorsing the concept of self-esteem and image of their female consumers (Tungate, 2008; Easey, 2009). Fashion, in contemporary times has assumed greater significance, and has become an inevitable part of our cultural identities. Clothes today are not mere pieces of garment but symbols of one’s self-image, personality, status and values as well (Craik, 2009). Recently there has been a slight shift in the target market segment for fashion magazines, which initially catered to a young female consumer. Due to changing cultural ideologies, the concept of fashion which was invariably associated with youth and beauty, has now begun to accommodate a wider age group, as is apparent from the marketing strategy of Vogue. Beauty and fashion are no longer restricted to age younger age groups. High end magazines such as Vogue for instance, are breaking this cultural conundrum by catering to women... The study of consumer behaviour that is presented in this essay helps the management in establishing a marketing strategies and in marketing their products to the specific target markets identified in the process. As observed in the case of Vogue and Elle magazines, that are used as examples in this essay, the fashion magazines mostly cater to high end fashion conscious female consumers, hence the target market for both the magazines, more or less, comprise of consumers with similar characteristics. The buying behaviour of the consumers is influenced by their perception of self, which is used as a fundamental frame of reference while buying any brand or a product. The final decision to buy a product is influenced by matching this self image with the qualities endorsed by the brand. The premier fashion magazines, have also included innovative marketing tactics, that were described in the essay, such as including intelligently scripted editorial sections, and simultaneously retaining t heir lavish fashion spreads by way of adverts featuring high end lifestyle brands such as perfumes. Almost all the fashion magazines bank on the revenues from advertising as their primary source of cash inflows, their brand positioning and market segmentation strategies, are of key significance to both the fashion stalwarts. In conclusion, the researcher states that Vogue and Elle, have so far successfully stayed afloat in the industry which is growing at a rapid rate, thus indicating their successful marketing strategies.