YOUNG-ADULT FASHION COSTUMER PSYCHOGRAPHICS SEGMENTATION; BANDUNG CASE STUDY

• Main Author: Dwi Putra, Aditya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66694
• Institution: Institut Teknologi Bandung

Fashion had becomes one business commodity that promise high potential revenue for fashion company. The development of fashion, from just basic human needs to become human lifestyle becomes the background of this situation. But in the development of fashion, there are some difficulty among fashion brand / company in targeting the appropriate market for their fashion products because the fashion market behavior and preference moves very unpredictable. This condition occur due to the fashion dynamics 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 due to the condition of the fashion market that very related with lifestyle aspect. 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) researcher adapted several preceding fashion psychographics segmentation outcomes by several academic and marketing research, 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. This research using cluster analysis in lifestyle segmentation process to segmenting the sample into one of hypothetical segment with motives, traits toward trend, and traits toward judgement as categorical variables. To understand the condition and emphasize the 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. AIO analysis is one of common psychographics segmentation process that assessed activity, interest, and opinion to classify the market. Finally the result of this study shows that motives and attitudes toward trend have high significance to segmenting Bandung young-adult fashion markets. This research generated a customer profiles with hipster, fashionista, mainstreamer, and apathetic fashion as the existed segment in Bandung young-adult fashion market. 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 customer profiles as the conclusion of this research hopefully can give contribution to Indonesia fashion brand / company to generated appropriate marketing strategy to appropriate target market by using the psychographics profile of each segment. Also, the conclusion of this research hopefully can give additional information into Indonesia fashion branding body of knowledge, about Bandung young-adult fashion market psychographics condition in 20th century. Compared to other fashion segmentation outcomes, this research result offer pretty stable outcomes due to the variable that used to segmenting the markets is basic psychological variable that pretty hard to change and affected.