Decisive moment: the purchase

How does the consumer behave? Discover the process that leads them to your product.

Sales must exist within a fashion project. Yes, for your venture to become a true business, it's important that your investment is recovered, a profit margin exists, and little by little, you become part of the industry's broad value chain.

To achieve this, consider: from a grounded and achievable business model, to a product with a design proposal, a network of contacts, as well as a defined market to entice through various communication, branding, and marketing strategies.

If the above is under construction or you already have a solid structure, then it's time to start understanding a key process: what is consumer behavior? Why have they decided to buy at that moment and what is expected of them (or you) once the purchase is complete?

Well, let's review this interesting process.

Need or Impulse?

In a reality focused on digital experiences, the shopper is subject to multiple audiovisual stimuli that expose them to an endless number of fashion products. Sometimes, the desire to buy is motivated by an impulse (meaning, they don't need the product, but they want it), while at other times it's a necessity.

Search for alternatives

Information is within the consumer's reach. From a mobile device or within a trade show like Intermoda, shoppers can make multiple comparisons of price, design, and even shipping costs. On the other hand, they can also look for alternatives at physical points of sale (yes, fashion is a highly sensory sector, so trying on or physically seeing the garment can be necessary for a good portion of users).

Brand recognition and experience

Within the previous process, the potential buyer can find brands they connect with. And that's a great opportunity for designers, producers, or marketers. How? By offering value through branding and differentiating elements. Of course, concept stores or physical strategies add to these possibilities as strengths.

Sustainability?

If there is a clear trend towards sustainability within your fashion project, communicate it. Any process of this nature should be communicated to the consumer; currently, it is a relevant topic that cannot go unnoticed and, of course, generates value for brands.

Purchase decision

After going through all of the above, the potential buyer is also influenced by different factors. These can be personal or external. For example, age, lifestyle, personality, motivation, learning, budget, opinions of third parties, reference groups, and even social media content.

Follow-up

Part of the purchase process and customer service is the follow-up that you, as a company, provide to your buyer. If you have achieved a purchase, don't lose sight of them, provide after-sales service that allows you to generate loyalty and, of course, turn them into a frequent customer.

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