Tuesday, February 20, 2007

"Buying behaviour of "tweenage" girls and key societal communicating factors influencing their purchasing of fashion clothing"

This article looks at what drives fashion consumerism in "tween-age" girls ages 12-13. The goal was to provide a specific conclusion for marketing in the fashion industry to help advertisers understand the purchasing motives of young girls who are key consumers in the fashion industry. They describe these "tweens" as very powerful and wealthy consumers, who have become serious targets for marketing campaigns in many industries. The article talks about the importance of brands making clothing and trends easily identifiable. Tween-age girls identify what they wear by brand names of companies and stores which drive what is considered cool. This group of pre-adolescents are very consumed with fitting in socially. An integral part of fitting in socially, is wearing the right clothes that are considered cool. The researchers form several focus groups of girls in this age range to see what motivates them to use their purchasing power in very specific ways. This article is useful for me and my studies because it allows me study brands and study a marketing target group that is very powerful in the fashion industry.

Grant, Isabel J, and Graeme R Stephen. “Buying behaviour of "tweenage" girls and key societal communicating factors influencing their purchasing of fashion clothing.” Journal of Fashion Marketing and Management. 9.4 (2005): 450. 20 February 2007 .

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