Fashion market has always been one of the most diverse and quickly developing. The changes in fashion trends and people`s tastes happen so often that fashion service marketers should be very flexible to meet all of them. Knowing the extreme speed of such changes, there is a question, whether the marketers should try to address all customers` expectations, which might be unrealistic quite often. This paper gives an answer to the mentioned question about fashion service marketing and customers` expectations.
In fact, fashion service marketers really should delight their customers as the goal of their work is to attract customers and inspire them to buying. Nowadays, when the market is overloaded with similar-purpose clothes of different price range, fashion marketers really should try their best to attract customers` attention. In other words, it is like a bottomless bowl of desires: people always want more and better. The same is true for fashionable clothes. (Ko, and Megehee 1395).
Talking about service expectations, they are rather unrealistic sometimes. It is said that “mass behavior is often fragile in the sense that small shocks can frequently lead to large shifts in behavior” (Bikhchandani et al. 993). However, all the unrealistic expectations tend to fade away very quickly. So, it is possible to state that fashion industry service expectations are mostly realistic. And that is called fashion market demand (Abrahamson 273). For example, people`s desire to have personally designed and smart closes, or visit shops with extra service are just a logical strategies of fashion market development.
At the end it is necessary to say that fashion service markets should address those customers` expectations, which are expressed by a certain critical mass of people. Of course, some expectations might look like a weird caprice. But if many people state that that is not a caprice but a necessity, then fashion market should address it. Actually, fashion market now has everything, that people may need for living. That is why, now it should pay attention to making not basic clothes, but exclusive ones.
Works Cited
Abrahamson, Eric. "Management fashion." Academy of management review 21.1 (1996): 254-285.
Bikhchandani, Sushil, David Hirshleifer, and Ivo Welch. "A theory of fads, fashion, custom, and cultural change as informational cascades." Journal of political Economy (1992): 992-1026.
Ko, Eunju, and Carol M. Megehee. "Fashion marketing of luxury brands: Recent research issues and contributions." Journal of Business Research 65.10 (2012): 1395-1398.
