Consumer Analysis Term Paper Example | Topics and Well Written Essays - 2000 words

Consumer Analysis - Term Paper ExampleResearch indicates that materialisation consumers strongly believe in fashion consumption as a tool by which to remediate their social status and social relevancy. To identify whether this was true, a primary study was constructed that surveyed 14 youth consumers to adjudicate whether they believed the curtain raising should or could provide for these needs. Findings indicated that conspicuous consumption is non a primary concern for jr. markets, leading to formulate a set of recommendations that The interruption should focus more on product in the marketing mix and select certain lifestyle-relevant celebrities to gain more interest from youth consumers. The puzzle of pair Promotions in the Apparel Industry Gap Inc. 1.0 Background Gap Inc., based in San Francisco, was founded in 1969 as a small retail store selling record albums and spirited jeans. By 1970, the Gap had achieved $2 million in revenues allowing the company to expand to 25 different stores by 1973. It was not until 1974, however, that the Gap began crack consumers private-label apparel and accessories, a tradition that has positioned the business as a stand-alone innovator able to respect strong sales volumes without reliance on various established apparel brands. 1.1 The Marketing Strategy Problem Gap Inc. has diversified its merchandise offerings from its original foundations of providing blue jeans and record albums to a variety of merchandise that maintains pickle market appeal. Gap not only provides apparel and accessory merchandise in the United States, yet in Europe as well, competing with major clothing retailers Zara (the fast-fashion company owned by Inditex) and H&M, cardinal retailers offering clothing that is generally targeted to the younger, trend-centric consumer markets. It is the European market that provides the majority of sales revenues to this business that is in a growth stage in Europe and in decline in the United States. The main task with Gap Inc. is the firms lack of focus on creating effective promotional strategies in gild to position the business properly with its desired target markets. When sales began to decline significantly in 2007, Gap executives attempted to modify its long-standing logo to make it fresher and more contemporary to a changing consumer audience. (See presage 1). However, the business received such a significant outpouring of consumer discontent about the modified logo that the business scrapped its 2010 modification to return to its iconic blue box logo (Fredrix, 2010). In fact, the Chief executive director who authorized the change swiftly resigned from the company allegedly due to the failed repositioning effort (Wahba & Sage, 2011). Gap wise to(p) a significant lesson that its legitimate marketing problem was not associated with its corporate image, as consumers had built attachments and loyalties to the blue box logo. The problem was inefficient promotional strate gy that could not outperform rival companies in the U.S. and Europe. From the consumer perspective, salvation intentions are based on stereotypes and physical appearances when interpreting marketing communications from a retailer (Schiffman & Kanuk, 2010). Internally, Gap had determined that it would need to seek out new markets in order to boost profitability, but did not take into consideration the cognition patterns of dedicated customers that already