CONSUMER BEHAVIOUR (EXAM PREPARATION) Essay Example | Topics and Well Written Essays - 750 words

CONSUMER BEHAVIOUR (EXAM PREPARATION) - Essay Example It generates a complete consumption experience that makes customers engrossed in their shopping endeavor. There are various experiential retailing environments determining consumer behavior; however, in this paper, selected environment is a flagship brand store, specifically, Abercrombie & Fitch corporations. The paper illustrates how a flagship brand store like Abercrombie fit in an experiential environment. As economy and innovation increases, retailers are changing the flagship brand store into innovative criteria like the themed retail brand environments (Kozinets et al. 2002). The paper analyzes Abercrombie & Fitch Corporation as one of the experiential retailing environment. The analysis concerns the approaches the corporation uses to influence consumer behavior. Abercrombie & Fitch Corporation is a themed retail Brand Corporation that creates sexiness as the symbolic dress code for young adults. The young adult customers are lured into Abercrombie & Fitch stores because of the store’s sex attraction (Pahler 2009). It has created a body symbol that promotes and implies erotic and sexual lifestyles. The symbolic meaning of the store coincides with the targeted consumers, young adults’ population, who are attracted by sexy attires. It is a store competent of sustaining the highly challenging fashion customs. However, the store’s implied lifestyle has its ramifica tions. It is seen as too offensive and even unpleasant. However, the store-targeted consumers identify with store’s objective. The store’s culture is shown through the seductive and enticing exhibitions of models in their clothing (Pahler 2009). Because young adults are considerably more suggestible than the older population, the store targets this consumer group with their sexual promotions. The symbolic meaning of Abercrombie and Fitch clothing store is an attraction option for young adults with sex affiliations and great

Women like Chanel Bags Essay Example | Topics and Well Written Essays - 750 words - 1

Women like Chanel Bags - Essay Example In a period when luxury products have been the subject of intensive discussion and debate, current consumers are willing to offer considerably higher amounts of money for luxury products as a display of a particular product brings prestige to the owner apart from the functional utility. Luxury items are becoming a necessity as more than 51 percent women in Tokyo purchase Chanel bags. It is further important to mention that luxury consumption is influenced by factors such as brand image, quality, fashion, store atmosphere and patron status. There are contrasting views from Vigneron and Johnson who believe that categorization of luxury products, hedonist and perfectionists are more interested in pleasure derived from the use of luxury products and less interested in price rather than the quality of product, and its performance which leaves the debate open for discussion whether luxury products are bought for quality or just for the sake of prestige. The market for a luxury product is increasing with increasing income among the middle and high society which forces the manufacturers to provide fashionable items to its consumers which are durable and utilized optimally. Schroeder (1291) mentioned that typical turns in an art, artists, and aesthetics in management and marketing often involve ill-defined groping for innovation, creativity or play. The viability of a fashion brand is dependent upon the efficacy and appropriateness of the decisions of those responsible for its management.