Consumption in the Fashion System

The different meanings of consumption can not be understood except by taking account of the explicitly social nature of the process from which they originate. This means that each product has its history inscribed in it, which is constantly put into play in all possible relationships. In the act of communicating products, they perform actions that interact with inter-individual practices and contribute to the constitution and transformation of socially shared meanings and the roles and relationships of each individual.

The consumerin fact, they tend to become disenchanted and no longer make rigid and a priori choices, but rather variable and occasional. It is observed that the consumer assumes more and more transversal behaviors, not classifiable, nor describable with a single model of behavior; it is not infrequent that the consumer himself purchases high-end products and low-end products depending on the use function. 

This current nature of consumer behavior makes them apparently conflictual, while in reality they are complementary and harmonize within the personal journey of the individual. The cause of this phenomenon is represented above all by the traumatic disintegration of values, norms and traditional reference areas, which creates in the subject an obsessive need to define one's own identity. The result is that in this new world without "great models" of reference each one chooses a "small model": a socio-cultural group to which belong, or perhaps just a look, that, once chosen, allows him to cut out within the great variety of ways of being and products to buy those "that are good for him". 

This turns every product into a niche product: that is, disappears on the horizon the object that is good for everyone, the family car disappears, the scooter for young people, the kitchen table, but products linked to specific needs appear. and specific consumers. allows him to cut the "variety of ways of being and products to buy those that are good for him". 

This turns every product into a niche product: that is, disappears on the horizon the object that is good for everyone, the family car disappears, the scooter for young people, the kitchen table, but products linked to specific needs appear. and specific consumers. allows him to cut the "variety of ways of being and products to buy those that are good for him". This turns every product into a niche product: that is, disappears on the horizon the object that is good for everyone, the family car disappears, the scooter for young people, the kitchen table, but products linked to specific needs appear. and specific consumers.

An orientation aimed at the physical components of the product, the structural performance that is combined with the intangible attributes in a new dimension of quality, the concept of " total quality " is becoming one of the most important buzzwords within companies.

Certainly for quality it is not to be understood that apparently objective that establish the technicians of the production, since the market possesses a perception of the quality very different from theirs. The overall quality is defined by a mix of objective and subjective indicators whose reference source can only be the consumer: " perceived quality ". What appears to be relevant and synonymous with quality for a segment of the population may be irrelevant or even counterproductive for another, some characteristics may theoretically also be mutually exclusive, such as duration and fashion content.

"Behind" fashion is an even more complex system , the Fashion System , which according to the ministerial definition includes all the sectors, upstream and downstream, which produce goods intended to "dress the person" in the broadest sense. Therefore, in the classification of economic activities, in addition to the textile and clothing industries, it also includes the leather, footwear, eyewear, cosmetics and jewelery industries. Upstream, spinning, dyeing, finishing, tanneries, and even the accessory manufacturing industries can be identified.

In recent years every " actor ""Of this system has evolved – in progression or in regression – its own role and function, both active and passive. What has changed most is the consumer in particular: the role and the proximity to the consumer market have been reconsidered by the players in the supply chain and each one has started to go downstream, trying to get as close as possible to the final consumer. The general objective has become to seek a direct link to the final consumption market, the only one able to generate sales growth and stability and to promptly capture changes in market trends. At the same time the final consumer has also undergone an evolution, in fact he has started to modify his own reference market and to develop his own influence towards the other subjects of the supply chain.

Today perhaps it is more appropriate and appropriate to speak rather than consumer, ConsumACTORE , a being that is not easy to manage and with which to relate.

Moving in this variable and unpredictable scenario is certainly not easy for system operators. The reticulates are endless and finding solutions and proposals becomes a nodal issue, in every sense.

The possible approaches and ways to go, check and implement are made of relational and experiential marketing – bringing consumers into long-term paths – and knowledge management , as knowledge is increasingly critical to success. To this must be added sensitivity for beauty, a wise management and use of community networks , and a strong orientation to the melting pot, to contamination. Finally, a good dose of ethics and being able to manage connectivity at the highest level will be essential to achieve good goals.

It is essential to have the know-how and the right flow of information available in order to be able to withstand the full range of changes and to respond promptly to the external request. Essential for the first requirement is a brand and brand policy , which creates a strong image of the company's product. While for a good flow of information it is important to organize a quick response process, which allows a careful control of the whole channel. The general objective is to achieve an optimal degree of coordination along the entire value chain, through an efficient level of business capacity, combined with an equally efficient exchange of information, leading to a model of vertical integration.

Winning examples of optimal coordination have been achieved by chains such as Inditex (Zara), the French Etam and Hennes & Mauritz (H & M): their strength has been to continuously reinvest the economic resources that are generated. These companies also enjoy a strong identity as a sign and an offer, whose convenience is visibly greater than that of independent specialist distribution.

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