The world is a large market where individuals need to purchase various products in other to survive. We all can be referred to as ‘customers’ because every individual at one point or the other has been a customer to another individual, a company or a business.
In the present time, an individual is open to make a choice because there are varieties of every product so basically marketers need to understand customers. Fashion marketers need to understand what a customer wants and the service needed.
I am fashion business enthusiast and over time I have grown to understand my target market and my customers. I have made mistakes and with every mistake I have learnt how to serve better.
I have learnt that customers don’t but what a business sells rather they buy what those goods and services do for them. In fashion, individuals but ‘the sharp appearance, the style and the attractiveness’.
Basically, fashion customers exchange their money for two major things; The good feeling and Solutions to problems. The success of a fashion business depends on how many individuals it rewards with those things and how well it does it.
THE GOOD FEELING- Fashion customers want a happy feeling when purchasing a piece. People purchase goods when they feel glad and feelings can be contagious. It is necessary to be the carrier and not the catcher.
According to Mark Cuban,
“it is much easier to be respectful, to put yourself in your customer’s shoes and try to understand how you might help them before they ask for help, than it is to mend a broken customer relationship.” Basically, Customers unknowingly desire to know that you care not just about the product and service but about them.
SOLUTIONS TO PROBLEMS- The primary aim of any business is to solve problems. A very popular marketing axiom states “people don’t buy goods, they buy solutions to problems.”
Fashion customers want solutions which might come in form of a perfect outfit for an event, for work or for a date. Every time, I have a customer, i try to understand what my customer has and what my customer wants. You don’t want to give customers what they already have, you need to give customers what they want.
The success of any business largely depends on what the customers want.
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