FSN 221 Lecture Notes - Postmodernity, Mass Customization, Baby Boomers
Document Summary
Who they are, how they"re different from you, what themes you will be exploring. What makes an entrepreneur: personal attributes, environmental factors, sociological factors. Conceptual shifts: navigate creative-business tension, redefine enterprise as collaborative, expand ideas to accommodate taste of others. Process of subdividing a market into distinct subsets of customers that behave in the same way or have the same need. Why segment: focus on likely consumers, effectively allocate resources, develop suitable marketing. Problems of segmentation: perspective of marketers, approximation of reality, leakages in market, changes in consumption patterns. Why age matters conditions of postmodernity: destabilization of normative life course, consumption of identities, the anxiety of consumer culture. Baby boomers late 40s early 60s. Account for more than half of fashion spending. Generally for 99% of fashion brands, size is not a part of their segmenation stragety. Values (how people like to spend their money) A person"s thoughts and feelings of the aesthetics and attractiveness of her/his own body.
