The Environment of Fashion
Target Market – a group of potential customers that a business is trying to turn into regular customers
Geographics – population studies that focus on where people live
Demographics – population studies that divide broad groups of consumers into smaller market
- Family size
Psychographics – studies that focus more on personal portraits of potential customers and their
lifestyles. Includes social status, values and lifestyles, and personality.
IN THE FASHION SPOTLIGHT – Donna Karan
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The Economic Environment
Personal Income – total income received by a person.
Disposable Income – the amount a person has left to spend after taxes
Discretionary Income – the money a person can spend after buying necessities (food, clothing, shelter,
transportation) -> most important for fashion demand
TIMELESS TREASURES – Tobe
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