Consumer Behaviour Report: Macro and Micro Influences on Fashion

This report delves into the multifaceted realm of consumer behavior within the fashion industry, meticulously examining both macro and micro influences that shape purchasing decisions. The study commences with an exploration of macro factors, including the impact of cultural norms, social contexts, and the pervasive influence of digital media and e-commerce on consumer choices. It also highlights the effect of economic conditions on consumer buying behavior. The analysis then transitions to micro factors, dissecting how individual perceptions, learning processes, and personality traits influence consumer preferences and brand choices. The report underscores the competitive nature of the fashion industry and the importance of understanding evolving consumer trends. Furthermore, it emphasizes the need for brands to adapt their strategies to align with changing consumer attitudes and behaviors. The conclusion highlights the necessity for brands to focus on consumer needs and adapt to changing trends to ensure sustained growth within the industry. This report provides valuable insights into the dynamics of consumer behavior and its implications for the fashion industry, offering a comprehensive understanding of the factors that drive consumer choices and the strategies that brands can employ to succeed in a competitive market.

Consumer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................4
Macro influencing factors............................................................................................................4
PART 2............................................................................................................................................7
Micro influencing factors............................................................................................................7
PART 3..........................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Present study is based on consumer behaviour, it is essential for companies to understand
behaviour of customers so that satisfactory goods can be provided to them in order to retain them
in business. Study will explain macro, micro factors that influence their behaviour.

PART 1
Macro influencing factors
Macro environment which influence the working condition of the fashion industry which is
dependent on the factors which can be used to evaluate the by the buying behaviour of the
customers. With the social context which can be used to evaluate the consumer right of the
customers which can help in detection of the buying behaviour of the customer’s which can help
in evaluation of the economic growth scale of the organization. With the evaluation of the
fashion industry. There is a drastic change in the buying behaviours of the costumers(Horner and
Swarbrooke, 2016).
With the increase in the global change of the fashion it has gradually affected the buying
behaviour of the customer. There are great impact of fashion industry on the buying behaviour of
the customers as there are many emerging trends which rapidly increases with the change in the
buying behaviour of the customers (Parsa, Dutta and Njite, 2017). There is a change in fashion
industry in every three months. Many of the customers are influenced by the digital media which
has given rise to the change in beauty trends. With the emerging trends of social media affect
consumer choice, which has changed. As in fashion industry there are many trends which
opposes social considerations which society does not accept. There are many fashion styles
Illustration 1: revenue generation from fashion industry

which are not accepted by the many of the society. With the change in trends there are many
such issues which are affecting the mindset of the people.
Culture is the major factor that influence consumer buying behaviour, each culture has its
own preferences and consumers like to use items that suits to their culture. If they are not getting
the same material, then it may affect their choice and they move to other brand to get satisfactory
products. Social context is another element that influence consumer’s choice, as people make
connection with other buyers and if someone gives them negative response for product then it
changes their mind and think to not to buy that item.
With the rise of fashion industries there are many issues which are changing with the
fashion industry there are much misconduct which gives instances of sexual misconduct, many
behavioural misconducts models are not treated as they must be, there is no proper wage division
which affects social well-being of the person(Kaur and Singh, 2017). There is unregulated work
opposed on the labours which leads to ill manner of the work. There is a difference in the race,
culture and appropriations as many of the fashion technology which has a wide effect on the
fashion industry. There are many fashion types which has affected the culture of many countries.
Docle and Gabbana has offended Chinese consumers because of its use of Chinese stereotypes
which has changed the working culture(Gatautis and et.al., 2016).
With the consumer research process and the information collected there there is a diverse
effect on the person and belonging which has influence over customers this influence are to be
evaluated of carry out the market planning for the development of the customers. Culture has
influenced the most with the rapid increase in the buying behaviour of the customers many of the
cultural changes has been accepted which is not appropriate for cultural affection. There are
many factors which are affected due to change in trends of fashion like religious beliefs are
affected which is a common issue, knowledge, language, social customs, work patterns have
been affected by the change in fashion industry(Sharmila and Isvarya, 2020). This change in
culture has affected the lives of the people as it shapes personality of the individuals. In diverse
countries where beliefs and customs of various religion are welcomed are affected by the change
in the behaviour of the people. There is a change in the nature of the customers with the change
in culture the mindset of the workers are changing the culture set up this is rapidly changing day
by day. The change in culture is seen day by day which has changed by behaviour of the
customers. With the change in the shopping trend there is a change in the work culture and usage

behaviour has changes in the great manner. With the interactions with the people there is a
change in the fashion sense of the individual which changes the ideas and way of thinking,
performance standards changes and there is a change in the interpersonal changes(Pantano,
Priporas and Foroudi, 2019).
Source: UK fashion industry statistics, 2020
With the change in culture and social background there has been an impact on the family
as many of the family does not support the cultural changes which can affect the values of the
family with the fashion there can be many conflicts with the change in culture and change in the
nature. With the fashion which is not appropriate can change the values of the family. Fashion
has changed the concept of understanding of the people which can affect the change in the
culture. Various social norms are changed which has diversely affected the nature and the
development of the individuals(Salmivaara and Lankoski, 2019). Many of the families restricts
adapt to change of the trends which can affect the mindset of the people and effect the change in
the culture of the industry. With the change in the working patterns. There is a change in the
buying behaviour of the customers the pre-decision changes with the influence of the culture
there is a great impact on the purchasing patterns of the customers there are many fashion trends
which are not followed due to the barrier of the culture influence which can minimise the pace of
the fashion industry. There are many cases where post purchase are affected which has
influenced the fashion industry and streamlined the growth of the fashion industry. Social and
cultural norms are to be kept in mind with the growth and development of fashion industry.

PART 2
Micro influencing factors
There has been a rapid expansion in the fashion industry with the change in the fashion trends
there are many changes in the micro influences that with the people working in the fashion
industry there is a change in the nature of the working of workers as many of the workers are not
respected as they must be there is always overburdened on the workers wit the minimum wages
there are always a change in the fashion industry with many popular and high end brands there is
a competition of achieve better and aim higher with the change in the fashion industry(Bishno
and Mittal, 2017). There are many competitors and rivals available in the industry which can
affect the change in the working scenario in the industry. With the rise of E-commerce there is a
rapid expansion in the fashion industry there are many websites and the one which evolves tastes
the success. There are many issues in the industry as with the perception and the learning
capabilities there is a change in the industry if the learning and the evaluation of the market is
stopped there is a decline in the fashion industry the organization declines and the growth stops.
With the learning capability there is a change in the fashion environment the fashion industries
needs to work.
Source: E-commerce in the United Kingdom (UK) - Statistics & Facts, 2020

It is the behaviour of customer that can be changed with the new things which relates to
the psychological and cultural behaviour of the customers that are used to evaluate in shaping up
the business models which are used to be done for the future perspective (Ekström, Ottosson and
Parment, 2017). Consumer behaviour is being a cognitive and behavioural trait of human beings
it can be evaluated to identify the techniques but the implementation is difficult for achievements
it is a major concern with the fashion industry which are concerned with the fashion industry that
emerging market has various choices and tastes of fashion. Fashion has grown up to a greater
extent than the way of covering self it has been a statement of influencing others with the
fashion. There is a change in attitude with what you wear there is a change in the personality by
the attire someone carries, they are treated in same manner how they reflect with the outfit. For
the change in the behaviour and attitude towards others fashion is another big step which defines
how you present yourself in front of others. These things reflect the personality. It is said the
person who carry outfit of a brand is a billboard representing the brand. There is a change in
consumers behaviour with the change in the fashion industry. This way of reflection affects the
pre-decision making. This has an impact on the brand with the values. With the expansion of the
industry there is a change in the buying behaviour of the customers for which company needs to

work harder for various changes which needs to bring in the fashion industries for a change in
culture. Various change in the personality of the individuals which change in the behaviour of
the firm. There are patterns which change in the consuming patterns which has brought a
substantial change in the nature of the workers(Horner and Swarbrooke, 2016). There are various
competitors which can affect the working environment of the companies. There is a rapid change
in the fashion trends in the industry which has changed over a shorter span of time. With the
various change in the customer behaviour there is a change in the influence of the personality of
the workers. There is a pattern of buyer which are followed which are affected with the change in
trend of the behaviour of the buyer which can be affected for the generation of the trends.
Change in trends leads to the buying behaviour of the customers which has affected the society.
With the change in attitudes of the personalities of the customers there is a change in the pre-
decision techniques which has affected the working environment of the fashion industry. This
change can be brought up by the fashion industry has affected the personality traits of the
workers. This change in the mindset has affected the working conditions of the fashion
industry(Kaur and Singh, 2017).
Personality is the main component that have influence over customer’s choice, if
someone like to use fashionable costly items then individual will buy that kind of fashionable
products only hence companies that provide simple daily routine cloths will not be preferred
choice of them. Social class is the factor that influence consumers behaviour of buying, if
someone belong to high class background then it may encourage them to buy some quality
material without looking at price but if someone belongs to medium class family then individual
will think for need and accordingly pay for the goods and services. In this manner these micro
element affect buying behaviour of customers.

PART 3
For the growth of a brand using various micro and macro environment which are capable to
execute the shopping market implications and the expansion of the brand is carried out with the
evaluation of the various factors:
1. There must be a substantial focus of the brands which can change the working culture of
the organization. There must be shift in the trends which can help the growth and stability
of the particular brand. There are various crucial focus on the brands which needs to be
followed in the working culture. With the effect of the environment there is a change in
the nature and trends which changes with the time being(Sharmila and Isvarya, 2020).
There are various industries in the fashion technology which has shifted towards the
sustainability standards which are taken for development of sustainability of the
environment. Levis has taken in initiative towards a change in the promoting sustainable
environment. They have taken an initiative which used the plastics for the development
of fabrics for stitching. For sustainability there has to be a market which can be changed
with the invention of the technology.
2. Store concepts keep rolling- there must be an attractive store which attracts various
customers which can change the working environment. There must be a change in the
key concept which can affect the working behaviour of the workers. There must be a
change in the working concept which can be changed with the change in the working
culture of the shop which can bring the change in the trends and attract more of
customers. With the concept of the changing the trends there are various changes which
needs to be developed to bring about the change in the working culture and to bring about
the change in the working environment(Salmivaara and Lankoski, 2019). There are many
changes which needs to be done in the online web designing and make the online site to
be presentable to attract more customers. Company should come into ecommerce and
also offer services to buyers online. This would help in dealing with customers in most
effective manner and interacting with global buyers.
3. Digital channel convergence- digital channel does not need to provide a pre- purchase
information they are the platforms which stands alone for the presentation of a brand in
online marketing. With the rapid change in the global market there is a change in the rate
of shopping experience which has changed over time. Fashion customers have a large

shopping experience which presents bigger challenges to the various retailers and other
brands. Burberry a well known clothing brand has equipped the stores with the i-pads to
make the customer experience better. With the innovation the human efforts have
reduced which have provided a better experience of the workers. Things are better
experienced with the better technological updates.
4. Urbanization- with the increase in concern with the change in the fashion industry there
has been a development of the there is a growth of apparel industry. There is a change in
the mindset of the people changes which changes the mindset of the people which can
affect the change in the work culture of the organization. There is a growth in the
technology which has affected the rapid expansion of fashion technology (Sharmila and
Isvarya, 2020). Urbanization has led the growth of various industries and increased the
profitability of the organization. There is an increase in the global revenue of the fashion
industry with the advancement in the urbanization.
Brand can be grow by following several techniques. Marketers need to follow guidelines of
Byron Sharp to reach to mass audience. Communication and distribution of company must be
effective that would help firm in reaching to large audience. If firm is silent in front of
consumers then it would create problem in growing well in market (How Brands Grow [Speed
Summary], 2012).
Firm has to ensure that it creates such platform so that consumers can buy products easily;
they have to make them aware that how company is meeting needs of consumers. That will help
business unit in encouraging people to buy products. Firm needs to build refresh memories by
giving respect to consumers that is better in growing well in market. Stay in competition is
another great tactic, firm need to target the right person and have to avoid excuses that will
develop confidence of consumers and will motivate them to shop.
CONCLUSION
From the above study it can be concluded that consumers behaviour plays significant role
in business, entities have to serve consumers well according to their requirements so that they
can become positive.