Designers, merchandisers, and other executives in the fashion industry try to understand consumer motivations. In earlier times people bought new clothes on special occasion or for basic requirement of clothing. In today’s society discretionary income is larger, and people can buy new clothes rather frequently. Many apparel brands encourages the consumer by giving membership and offering discounts and various services. Every Friday most of the brands send emails to the members offering them discount up to 50 percent on purchase of clothes.
Buying motives vary from consumer to consumer and from day to day. The motives are both rational and emotional.
TO BE ATTRACTIVE: Consumers want to wear clothes that are flattering and make them look best or show off their physical attributes.
TO BE FASHIONABLE: Consumers may buy clothes from the section “new arrival” in their favorite retail outlet to feel they are trendy or at least in the mainstream of fashion. The may discard clothing that is still wearable only because it is out of fashion.
TO IMPRESS OTHERS: Every consumer wants to project a successful image. They may want to exhibit their taste level or income level through clothing. Expensive brands have ever served as status symbols.
TO BE ACCEPTED BY PEER GROUPS: Acceptance among friends, colleagues and peer groups is very important. The consumer wants peers to accept them as part of a certain lifestyle. Buying patterns suggest that consumers like some direction as a framework of their choices.
TO FEEL AN EMOTIONAL NEED: Buying and wearing new clothes help the consumer fell better psychologically. Being fashionable boosts their self confidence. This motive may often lead to impulse buying of clothes.