Understanding the Customer
Researching and understanding the customer is central to marketing. Indeed, recognizing the requirements and needs of the customer is essential for those tasked with creating and selling fashion products. This issue concerns business at every point in the supply chain from manufacturer to retailer – without customers there is no business, so detailed knowledge of their preferences, motivations and purchasing behaviour is crucial. This knowledge better equips designers, manufacturers and retailers to design, produce and sell products and services that fulfil or exceed consumer requirements.
Not all consumers are the same – each individual will have their own complex set of motivations and shopping behaviour ...