The Awareness of Fashion and Price within Different Generations are the Cause of the Different Preferences in Fashion Styling and Prices

• Main Authors: Wenching Chiang, 姜文靜
• Other Authors: Hsu, Ta-Kuang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/89773750309210555444

碩士 === 輔仁大學 === 織品服裝學系 === 93 === Due to the fast development of fashion industry and the availability of information in the last decade consumers` preferences have been enriched dramatically. Consumers can obtain information about fashion style from different sources. The price awareness and price perception of the consumers have also been changed. The different generations have its own perception in searching, in evaluating the fashion information. Such development should be taken under consideration by fashion maker. The major goal of this research is to segment clearly the different consumers’ perceptions of different generations. The different perceptions are for example the esteem for fashion, the perception of styling and the different perception of pricing The stakeholder of this research is the fashion makers in Taiwan. This should provide a better insight about the fashion style, and impact of the information About fashion in different decades to the consumer’s behavior This information might very useful for fashion maker, manufacture and traders. The procedure: 1) Pre-briefing with different fashion experts about the areas of focus 2) Based on the collected information a re-assessment and segmentation of the data together with the experts have been taken 3) To prove the validity of the hypothesis 140 interviews with consumers of different generations have been carried out The conclusion: There is a close correlation between speed of fashion development in one generation and availability of information in this generation. Consumers of different generations can access differently to the fashion information, thus their awareness of fashion styles and price perceptions are different. This statement confirms that the mentioned hypothesis is valid This might help fashion makers and consumers to get better insight. The better insight is important to be pre-active in this very competitive and fast develop fashion market.