Consumer Behavior Analysis of Fashion SMEs in the Australian Market

This report analyzes consumer behavior within the context of Australian fashion SMEs, including The Iconic, Ally Fashion, The Bronze Snake Shop, and Milk Fashion Boutique. It examines their product offerings, buying behaviors of their target customers, and media consumption patterns. The report focuses on understanding the motivations, preferences, and purchasing habits of consumers in this market. It also provides a recommendation for DHL, suggesting a partnership to enhance logistics and customer service for these fashion businesses. The analysis considers factors like online presence, brand reputation, and the influence of social media on consumer choices. The study aims to provide insights into the competitive landscape and effective marketing strategies within the Australian fashion industry, with a focus on how businesses can better cater to their target demographics and improve customer satisfaction. The report uses secondary data sources to support the analysis and provide relevant recommendations.

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student
Name of the University
Author’s note

1CONSUMER BEHAVIOR
Contents
Segmentation and understanding the buying behavior of fashion SMEs........................................2
The Iconic........................................................................................................................................2
Ally fashion.....................................................................................................................................2
The Bronze Snake Shop...................................................................................................................3
Milk Fashion Boutique....................................................................................................................3
Recommendation for DHL..............................................................................................................4
Reference list:..................................................................................................................................5

2CONSUMER BEHAVIOR
Segmentation and understanding the buying behavior of fashion SMEs
The Iconic
Defining themselves as the future of retail this fashion and sportswear store has built its
unique identity in Australian and New Zealand market. The company boosts to have encouraged
and given a platform to more than 7000 brands and offering a plethora of choice in fashion.
Product
The Iconic offers its customers an unmatched selection of brands complemented with high
performance service. This is an online store that has more than ten million visits per month.
Buying behavior
The people who are the customers of the store are looking for fashionable and sauve clothing
options at a reasonable price point. As there are a lot of options the customers get a customizable
option to choose from the varied options that are available in the store.
Media consumption
The company has a significant online presence in the social media which increases its popularity
among the target market which is focused on the people who use internet extensively
(theiconic.com.au 2017).
Ally fashion
This is one of the most popular fashion stores in Australia which also has a significant
presence in the e-commerce sector.

3CONSUMER BEHAVIOR
Product
The store has a wide range of fashion garment collection for the fashionistas and the trend savvy
people who are looking for a high street fashion appearance.
Buying behavior
The company keeps renewing the stock every week to keep the trend fresh. The company
focuses on keeping garments only for women.
Media consumption
It is a popular store and has a huge media presence both online and offline (allyfashion.com
2017).
The Bronze Snake Shop
There are a number of small and medium enterprises in Australia that deal in fashion.
Though the scale of the business might not be huge but the web presence of these fashion brads
and retailers are prominent. One such example of a fashion SME is “The Bronze Snake Shop”
the first shop was opened in Melbourne and now they have stores in several other locations.
Product
This company was started by two friends fresh after college and now they have a store in
Melbourne along with an online store and a large following in Instagram (Cyr, Meier and Pacitto
2011).

4CONSUMER BEHAVIOR
Media consumption
The customers can buy form either the retail shops or they can opt to buy form the online store
there is also purchase option form the Instagram page of the company as well. The company
follows the simple rule of marketing offering good product and services at the most reasonable
price along with quality customer care service (Ellegaard 2009). The target market of the
company are people who are in the age group 18-30 as the style is more on the edgy and trendy
side than on the classy and sophisticated style, hence the people who are buying are looking for
trendy fashionable clothes at a reasonable price slab (Hunter et al. 2004).
Buying behavior
As the company has the policy to change the stock in accordance with the latest trend the people
who are a regular buyer are a fashion follower and also a person who likes to change the dressing
style with the new trends of fashion. As the company has a prominent presence in the social
media it is popular among the youngsters and fashion bloggers as well.
Milk Fashion Boutique
Another example of a fashion company in Australia is Milk Fashion boutique, this
company focuses on all types of clothing from classic to trendy or form boho to chic.
Product

5CONSUMER BEHAVIOR
As the company retails for small Australian designer labels the prices of the products are a little
high. The consumers of this company have a good taste and understanding in fashion and
designing and are also aware of the new and upcoming designers.
Buying behavior
The people are ready to pay a little more for the brand and the label as they understand the value
and quality associate with it. The web store of the company is relatively new and the customer
care service can be made better (Ozmen et al. 2014).
Media consumption
Like the other store this also has a prominent web presence and a social media following (Jansen
et al. 2013).
Recommendation for DHL
As the companies already has a web store and they do ship all over Australia on free
delivery or some minimum amount payable, the partnership with DHL will be a perfect option as
DHL is a trusted logistics and courier service the partnership can help the company gain
goodwill in the service sector as well. The customer service of the milk fashion boutique, which
is not much significant at present, will gain a boost if it has a name like DHL associated with it.
DHL can offer customized service on the basis of the payment and agreement of a deal they can
crack with each of these fashion outlets.

6CONSUMER BEHAVIOR
Reference list:
allyfashion.com. 2017. About Us. [online] Available at:
https://www.allyfashion.com/shop/content/4-about-us [Accessed 19 Sep. 2017].
Cyr, A., Meier, O. and Pacitto, J.C., 2011. “Method in their madness”: understanding the
behaviour of VSE owner-managers. Journal of small business and enterprise
development, 18(2), pp.331-351.
Ellegaard, C., 2009. The purchasing orientation of small company owners. Journal of Business &
Industrial Marketing, 24(3/4), pp.291-300.
Hunter, L.M., Kasouf, C.J., Celuch, K.G. and Curry, K.A., 2004. A classification of business-to-
business buying decisions: risk importance and probability as a framework for e-business
benefits. Industrial marketing management, 33(2), pp.145-154.
Jansen, R.J., Curşeu, P.L., Vermeulen, P.A., Geurts, J.L. and Gibcus, P., 2013. Information
processing and strategic decision-making in small and medium-sized enterprises: The role of

7CONSUMER BEHAVIOR
human and social capital in attaining decision effectiveness. International small business
journal, 31(2), pp.192-216.
Ozmen, E.S., Öner, M.A., Khosrowshahi, F. and Underwood, J., 2014. SMEs’ Purchasing
Habits: A Procurement Maturity Model for Stakeholders. SAGE Open, 4(2),
p.2158244014536405.
theiconic.com.au. 2017. About Us. [online] Available at: https://www.theiconic.com.au/about/
[Accessed 19 Sep. 2017].
McLennan, J., Paton, D. and Wright, L., 2015. At-risk householders' responses to potential and
actual bushfire threat: An analysis of findings from seven Australian post-bushfire interview
studies 2009–2014. International journal of disaster risk reduction, 12, pp.319-327.