Young-Adult Fashion Costumer Psychographic Segmentation: Bandung Case Study

Abstract

Abstract. Fashion had becomes one business commodity that promise high potential revenue for fashion company. In the development of fashion, there are some difficulty among Fashion Company / brand in targeting the appropriate market for their fashion products. This condition occur due to the complex fashion dynamics that is strongly influenced by social and psychological condition that pretty hard to predicted (Malcolm Barnard, 1969). Segmentation process as one way to understand the dynamics of the market by simplify the markets into several segment becomes the promising framework in understand the market. Psychographics approach in segmentation process that segmenting the market based on psychological / lifestyle perspective surely becomes the appropriate framework in fashion industry condition.By applicate the psychographics framework to Bandung Young-Adult demographics segments (as young adult segment becomes one of segments that really influenced by the movement of fashion) as studied case in this research, researcher adapted several preceding fashion industry psychographics segmentation outcomes, do some generalization process, and try to understand the meaning and characteristic of each segment to generate hypothetical segment that will be assessed in this research to find the distinct characteristic.This research using cluster analysis in segmentation process with motives, traits toward trend, and traits toward judgement as categorical variables. To understand the condition and distinct characteristic of each segment more deeply, researcher using cross tabulation descriptive analysis into adapted AIO framework variables that suitable with the condition of the fashion market.Finally the result of this study shows that motives and attitudes toward trend have high significance to segmenting the fashion markets. This research generated a customer profiles with hipster, fashionista, mainstreamer, and apathetic fashion as existed segment in the case. Each segment also shows distinct characteristic in several AIO variables such as work, social condition, shopping intensity, interest priority, self-opinion, cultural aspect in fashion industry, and cultural pressure in fashion industry. The served costumer profiles hopefully can give several contribution for Fashion Company, brand or practitioner to understand and generated appropriate marketing strategy for the appropriate market.

Keywords: Psychographic Segmentation, Fashion Industry, Consumer Behavior, Fashion Lifestyle