The choice of clothing is closely related to our consumer preferences. This is how positively we evaluate the potential purchase object and how we plan to use it. In other words, if a thing is like and we know why it is needed, then it is among the potential purchases. The mood rises, the pulse quickens and we carry it to the cashier. This is especially true for the choice of fashionable clothes. After all, many are able to choose the familiar, familiar. But not everyone is able to decide on a new, fashionable, unusual one.
The most active followers of fashion around the world are representatives of the middle class. In Russia, the middle class appeared in the mid-90s, which is considered the period of origin of the main consumers. This is a group of people that are united not so much by social status and income level as by way of life and worldview. The results of various studies of psychologists confirm the fact that the so-called "average Russians" tend to expand the boundaries of their consumption (buy in other cities, countries, continents) rather than pay attention to new items in familiar places.
Quite often I hear questions from potential clients like “After all, in our city there is no choice, there is little clothing. It is impossible to dress beautifully. Here in Europe ...” This once again confirms the hypothesis that Russian consumers are more disposed to look for something new in less studied places than regularly visiting already known stores and finding fashionable items in a new assortment. It is not only about clothes, but also household goods.
And, if the Russian consumer is always trying to go beyond the existing range, then the situation is the opposite for foreign consumers. They prefer to find fashionable news in the studied places. Moreover, it is for residents of Western countries that it is characteristic to choose a product in accordance with personal priorities. And, if they do not find the product that was first on their list of importance, then they move on to the next in turn. This eliminates chaotic, spontaneous, rash purchases. Consumers with a Russian mentality often succumb to situations and are able to quickly change their buying decision in the process. I went for matches, bought a house. There are several types of the middle class:
- BUSINESS PEOPLE
The basis of the middle class is entrepreneurs, white-collar workers, top managers, and company executives. As a rule, these are men and women over 32 years old. When choosing clothes, they often turn to the opinion of spouses or use the services of personal stylists. Residents of large cities are well versed in brands, brands, prefer high-quality clothing. Representatives of business people from the regions are less picky about brands and just buy the highest quality possible. Such people pay attention to the composition of the fabric, like clear shapes, are demanding that the clothes fit perfectly on the figure. They love to order individual tailoring from foreign tailors. Prefer to have expensive piece accessories - watches, pen, cufflinks. Shoes as comfortable as possible, only from natural materials. Pay attention to the little things.
2. YAPPI
Career professionals with a priority to earn more, achieve success in professional activities, lead a healthy lifestyle, engage in self-education. Respect others, demanding a similar attitude to themselves. They value their time, ambitious, pragmatic, restrained. They love looking after their appearance, are interested in fashion and the latest trends in technology. Yuppies are active consumers of the new, modern, choose prestigious brands with status. Dress discreetly, but always with the prefix "expensive." BEGINNERS Low-level specialists and low-wage managers who strive to go the "business" path. Often use the principle of imitation, personal relationships. The main value is career growth, social growth, power. Preferring to look more status and prestige, they choose clothes that are demonstrative in nature. As a rule, in a business wardrobe they have several expensive things of a classic style. In everyday life, they choose clothes of affordable brands.
3. SIBARITES
Young people who already live independently, but are in search of professional activities. Not having a permanent job, are not married. In contrast to the "golden youth" (the general - youth and lack of work) have a significantly lower income. They choose for themselves unusual things that are not clear to most or an exotic way of styling. They are able to find interesting things in the most budget places. They are happy to explore and try new things.
4. FREE ARTISTS
Freedom-loving middle-class people are representatives of creative professions, qualified professionals, experts. These are the most unpredictable consumers, since in their choice they are guided by subjective perception. For them, the design of things, originality, rather than brand affiliation and status are important. They don’t attach much importance to clothes, more using individual things as elements of a single image. And everything goes to get hold of the habit of finding interesting things in well-known stores, studying a new assortment. Slowly and with the mood of the researcher.
But the main thing is that in Russia today you can dress beautifully. A matter of choice and stylization.B