Consumer Behaviour in Fashion Industry Management - Essay Example

The final decision to buy a product or the preference towards a particular brand is influenced by matching this self-image with the qualities endorsed by the brand. The degree of similarities between the self-image and the qualities endorsed by the brand ultimately acts as a boost to purchasing a particular brand.

Both the magazines, i.e., Vogue and Elle cater to the upwardly mobile female homogenous group. Such market segmentation on the part of these elite fashion magazines could be attributed to the differing perceptions on the constitution of the word ‘gender’ as applied in the field of marketing. In the field of marketing and management the concept of gender, especially about female consumers, is broadly classified into three key categories. This includes one whereby the female consumers are perceived and categorized as a post-modern view, which defines the gender role as a liberal and independent woman, contradictory to the historical-cultural definition of the term. This view is largely absent in terms of market segmentation strategies involving both Vogue as well as Elle. Both magazines cater to and define their target consumer groups as post-modern yet moderately liberal females whereby the distinction is based purely on biological factors (Moss, 2009).

Fashion is a multi-million dollar industry and growing. With the advent of globalization, the scope, extent, and outreach of fashion in general and fashion magazines, in particular, have catapulted to greater heights, than ever before. Both Vogue, as well as Elle magazines, are now available across the globe, albeit in localized versions to suit the cultural demographics. Globalization has contributed to the complete transformation of the fashion industry coaxing fashion magazines to cater to a wider consumer base, and include articles, editorials, and fashion insights that 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 the 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 the 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 young female consumers. 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 over the age of 35 and extending their target market segment, at the same time, successfully retaining its youthful appeal.

The premier fashion magazines, have also included innovative marketing tactics, by including intelligently scripted editorial sections, and simultaneously retaining their lavish fashion spreads by way of adverts featuring high-end lifestyle brands such as perfumes, and/or garment houses. The product mix offered by the two brands, discussed in the paper, ensures a wider customer outreach, making them carriers of global fashion trends. Each of the magazines described in this study carries a distinctive sense of style, elegance, and grace, which their prospective consumers aspire to, thus making their brands strategically appealing to them (Moeran, 2004; David, 2006). Since almost all 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 fashion stalwarts. 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. Read More