Wardrobe Consultant Clientele: Identifying and Describing Three Market Segments

Abstract

This study examined department store customers who seek additional advice from wardrobe consultants in making purchase decisions. Shopping attitudes of these customers were measured and analyzed to identify different consumer types. Using cluster analysis, three distinct market segments were found among consumers who engage the services of a wardrobe consultant: cautious consumers, recreational consumers, and convenience consumers. Demographic profiles were developed using personal characteristics and expenditure patterns for each of the three consumer types. Differences among the three market segments were then analyzed to suggest ways of developing marketing strategiesfor each segment. Of the three market segments the convenience consumerproduces the greatest opportunityforservice-oriented retailers. In addition to being the largest group, their demographic profile indicates a slightly younger group with higher incomes and a willingness to delegate shopping to a surrogate.

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