This study provides how desire stimulates fashion consumption. The research data already show what are the reason make person buy fashion products and how the desire influences their buying behavior. In the research, I have interview person who always focus on fashion. I designed 15 interview questions by myself and went to People Square to select the suitable person to answer all the questions. After the interview, according the data to analysis and prove my study how desire stimulates fashion consumption. People purchase and consume, not only to obtain basic products use value, more is self-expression, self-concept and identity desire through consumer to express and publicity. The desire of the enterprise marketing cannot only rely on the use value of the product; they should reach out to consumers to seeking emotional and psychological appeal. Not only needs to satisfy the consumer’s material interest and desire, to meet the consumer on the spiritual pursuit of the interests. Only in this way, can really use the desire to stimulate consumption.
How the Desire Stimulate Fashion Consumption
Today’s societies, with the development of economy, people’s basic needs are addressed, not worry about the problem of food and clothing, but more and more care about the personal image of the dress.” Fashion is a general term for a popular style or practice, especially in clothing, footwear, accessories, makeup, body piercing or furniture. And fashion consumption is kind of expense, a lifestyle and consumer culture.”(http://www.hudong.com/wiki/) In consumer activity, fashion consumption to incarnate the public quest for material of follow and simulate non-physical objects. It’s also people who use fashion consumption psychology factors, and it is all about desire. The product we buy in the fashion consumption, we do not really demand in our life. Actually, we do not demand that many magnificent dresses, beautiful jewelry to keep our life. Except for the food which filling and the clothes which warming our body, these are demand in our life. And after that, people will have higher level need. In this paper, I will discuss how desire stimulates fashion consumption. In the research, I used the survey to understand the buying behavior and the reason of buying, the respondent who are always focusing on fashion and follow the new trend. According to the findings, connect my school study use the Maslow’s hierarchy of need to analysis.
Participants included 30 fashion peoples spend money on fashion product. There are included 20 females, 10 males. The volunteers did the research question when they went shopping in People Square (shopping mall). Materials
Interview has 15 questions. The purpose of the interview is to know what is the reason makes them to purchase the fashion product and how the desire influence customer-buying behavior. Every volunteer only need spend 6 minutes to complete the interview questions. The question design by myself, I have study NLP and COACH for one year, these courses are belong to system of psychology. Procedure
Most of the participants said, they like to choose in the weekend shopping. Common will also focus on fashion magazines, such as ELLE, VOGUE, learn more new trend information and find a suitable way to dress up. In addition, most respondents said they preferred and friends go shopping together, purchasing behavior and purchasing decision will also praised by peer influence. While in the luxury goods purchase, most women are very fascinating, into more than 6 of female respondents buy brand handbags, they believe that the use of luxury brands to make himself more confidence, meet the shopping desire, is also a kind of motivation to work.
When completed the interview question, get through organize data for study paper and to generate the final results. Participants age range between 18-31 years old, focus on fashion and when every new season coming. More than 50 % respondents express they spent over 40% of wage on fashion every month. Most of them are female. Moreover，there are 57% respondents indicate make themselves beautiful or be a trendy person can make them feel confident, satisfaction and catch other person’s eyes. Some of them are work in the fashion; therefore they must dress up themselves to fit the work environment. Individual respondents expiree they will save for few month to get a fashion product that they took a fancy. Exceeded 57% respondent were motivate desire when they in the store, even if they do not need the product or already have alternative. And 60 present were influenced buying decision and behavior by their friends. Discussion
The purpose of my study is to know how the desire influence customer-buying behavior and why people love to spend money on fashion. According to the data I found out people who always focus on fashion most of them take care about outward appearance, go for brand name products, full of fashion desire, even wan buy to luxury product. I will use Chinese current situation in recent years luxury development phenomenon to explain is how to stimulate the consumption desire. On the related report, I found the fashion consumption development along with Chinese economic development and political development in the change. “Chinese market in the past 18 years, great changes have taken place, from planned economy to market economy, the internal political situation loose, the government encourages wealth and consumption, the rapid concentration of wealth in the wealthy class, plus Hong Kong, Taiwan, mainland China’s influence, luxury consumption to grow quickly” (Eastman et al, 1997).
In recent years, with the development of economy of China luxury industry development is very rapid. AnYong((2005)come to summary this condition. “At present, the Chinese luxury goods market with annual sales of about $2,000,000,000, the total global sales of 12 %, is the world of high fashion, jewelry and other luxury goods consumption in China third, the rise of the first in the world. By 2008, China’s luxury market year increase rate is 20%, after the 2015 annual growth rate is 10present, then the amount of consumption will exceed $11,500,000,000”. The British “Financial Times” the latest reports, around 2015, Chinese market luxury sales will total global sales of around 29 present, and equal to Japan, China and Japan will be equally important to the world’s largest luxury goods market. In the face of such a huge luxury fashion consumption market, as well as the people to pursue fashion fever, people pursuit on inner desires above the influence is very big. Here the desire, is refers to the positive, people to meet the basic needs, for their intrinsic and extrinsic to pursue a higher level. In China, a person on the luxury attitude with a few years ago has undergone a fundamental change.
A few years ago, people also opposed the people and boasting nature of the luxury goods, luxury goods consumption is seen as a kind of extravagance and waste, not affected by social traditional concept of recognition. But today’s Chinese, especially the young people, like to show off their social status (Eastman et al, 1997). The phenomenon of the change, because Chinese economy obtained the very good development, people’s basic needs are met after the start of the pursuit of better and more exquisite life. According to Maslow’s hierarchy of needs, we can see that people must meet basic needs will want to pursue the intrinsic desire. While the inner desires to one of the most can be embodied in the pursuit of fashion and luxury goods.
The luxury fashion desire in Maslow’s hierarchy of needs, belonging to the third or fourth layer. The third level is the meet the love and belonging needs desires. This is a kind of social needs, mainly refers to the consumers want to belong, and friendship relations with others. The fourth level is the desire to meet the esteem needs. Including self-esteem and from the respect of others. To gain confidence, self-esteem, achievement, ability of independent and free desires. From the respect of others including the prestige, recognition, acceptance, care, status, reputation and appreciation. Desire is the satisfaction of basic needs after the extension, for the pursuit of fashion and luxury are in meet the foods and clothing after the life demands a higher level. We hope to make ourselves beautiful, the pursuit of the latest trends, wish to be the most dazzling the crowd, so that it can attract attention, attention, is a kind of satisfy the need to belong expression of love. At the same time, we also hope that in the context of a recognition and affirmation. In conclusion, the results of this paper provide how desire stimulates fashion consumption. And the research data already show what are the reason make person buy fashion products and how the desire influences their buying behavior.
In the fashion industry, fashion products especially for the marketing of luxuries, marketer can use within people on beautiful, self-confidence, and the pursuit of perfection to create beyond more benefits. Through the analysis of lust and desire the choice of target market, brand on consumer desire for radical mining, and according to the design of the corresponding marketing strategy, meet consumer business and pleasure. On the surface, people are buying to consumer, but consumer is behind the human desire, the desire of people behind is the self-existence significance confirmation. (Commercial Research, 2005/22) People purchase and consumption, not only to obtain basic products use value, more is self-expression, self-concept and identity desire through consumer to express and publicity. The desire of the enterprise marketing cannot only stay in the use value of the article level, should reach out to consumers seeking mental level. Not only needs to satisfy the consumer to the material interest and desire, to meet the consumer on the spiritual pursuit of the interests. Only in this way, can really use the desire to stimulate consumption.
AnYong(2005,May 3) Ernst & Young Global Review 2010
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