El perfil emocional del consumidor de moda

Carmen Llovet Rodriguez

Resumen


El perfil emocional del consumidor actual, especialmente necesitado de emociones, se presenta favorable al consumo de moda, una industria como la textil que se propone cubrir expectativas de especial significado simbólico: definirse a uno mismo, vivir una experiencia, recuperar la certeza perdida ante la saturación de información, pasarlo bien e ir a la moda. Las marcas están especialmente interesadas en mejorar las relaciones que otorgan valor a través de una conexión con el consumidor. En este artículo se pretenden analizar las características del perfil del consumidor emocional, que propicia la compra de moda. La metodología utilizada ha sido la revisión de la literatura. Entre los resultados destacan tres factores que explicarían la vinculación entre el consumidor de moda y el consumidor de emociones: comprar moda se entiende como una experiencia de ocio; las motivaciones del comprador son hedonistas; y los consumidores están especialmente influidos por razones psicológicas. Por ejemplo, afectan a la formación de la imagen de la tienda. Como consecuencia, la tienda pasa de constituir un punto de venta de la ropa a ser una poderosa herramienta de comunicación de imagen de marca que pretende conectar emocionalmente con un tipo de consumidor que le gusta ir de tiendas.


Palabras clave


moda, emoción, consumo simbólico, imagen, valores, hedonista, psicológico, lúdico.

Texto completo:

PDF

Referencias


Aaker, D. (2002). Construir marcas poderosas (2 ed.). Barcelona: Gestión 2000. (Original en inglés, 1996).

Aceprensa (30 de mayo de 2011). Del consumidor racional a la experiencia emocional. La emoción está en la moda. Aceprensa. Recuperado de: http://www.aceprensa.com/articles/print/id/18651/

Aires, C. (2008). Ver para vender: enséñame tu escaparate y te diré lo claro que lo tienes. Distribución Actualidad, 395.

Alfaro, E. (2011). Customer experience Management (I): Vender más en tiempos de crisis. Marketing + ventas para directivos, 264, 20-27.

Alfaro, E. (2012). Abercrombie & Fitch y el retail enterteinment. Marketing + ventas, 280, 8-16. Recuperado de: http://www.elenaalfaro.com/blog/wpcontent/uploads/2012/06/Art%C3%ADculo.pdf

Arnould, E.J. & Thompson, C.J. (2005). Consumer cultures theory (CCT): twenty years of research. Journal of Consumer Research, 31 (4), 868-882.

Arora, R. (1986). Consumer involvement in retail store positioning. Journal of the Academy of Marketing science, 10 (2), 109-124.

Babin, B.J., Darden, W.R. & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20 (4), 644-656.

Ballantyne, R.; Warren, A. & Nobbs, K. (2006). The evolution of brand choice. The Journal of Brand management, 13 (4/5), 339-352.

Barnes, L. & Lea-Greenwood, G. (2010). Fast fashion in the retail store environment. International Journal of Retail & Distribution Management, 38 (10), 760-772.

Batey, M. (2008). Brand meaning. London: Routledge.

Baudrillard, J. (2009). La sociedad del consumo: Sus mitos y estructuras. Madrid: Siglo XXI de España editores. (Primera edición 1974. Madrid. Plaza Janés).

Bauman, Z (2007). Vida de consumo. Madrid: Fondo de Cultura Económica.

Belk, R.W. (1988). Possessions and the extended self. Journal of consumer research, 15 (2), 139-168.

Bianchi, C. & Birtwistle, G. (2011). Consumer clothing disposal behaviour: a comparative study. International Journal of Consumer Studies, 36 (3), 335-341.

Birtwistle, G., Clarke, I. & Freathy, P. (1998). Customer decision making in fashion retailing: a segmentation analysis. International Journal of Retail & Distribution Management, 26 (4), 147-154.

Birtwistle, G., Clarke, I. & Freathy, P. (1999). Practitioner papers: Customer segmentation in fashion retailing: A conjoint study. Journal of Fashion Marketing and Management, 3 (3), 245-254.

Birtwistle, G. & Tsim, C. (2005). Consumer purchasing behaviour: An investigation of the UK mature women’s clothing market, Journal of Consumer Behaviour, 4 (6), 453-64.

Bordanova, X. (2007). Gestión de tiendas: de la transacción a la experiencial de compra. Harvard-Deusto Marketing y ventas, 82, 50-56.

Bourdieu, P. (1984). Distinction: a social critique of the judgment of taste, translated by Nice, R. London: Routledge.

Brengman, M. & Willems, K. (2009). Determinants of fashion stores personality: a consumer perspective. Journal of Product & Brand Management, 18 (5), 346-355.

Carpenter, J.M. & Moore, M. & Fairhust, A. E. (2005). Consumer shopping for retail brands. Journal of Fashion Marketing and Management, 9 (1), 43-53.

Carù, A. & Cova, B. (2003). Revisiting consumption experience. A more humble but complete view of concept. Marketing Theory, 3 (2), 267-286.

Easey, M. (2009). Fashion marketing. Oxford: Ed. Blackwell.

Equipo Vértice (2012). Diseño de interiores en espacios comerciales. Málaga: Vértice.

Erdem, O., Oumlil, A.B & Tuncalp, S. (1999). Consumer values and the importance of store attributes. International Journal of Retail & Distribution Management, 27 (4), 137-144.

Estrategias (2010). Dossier punto de venta, 198, 17-27.

Fenollar, P. (2003). Estilos de vida: paradigma del mercado. Memoria presentada para optar al grado de doctor, Facultad de Ciencias políticas y Sociología, Universidad Complutense de Madrid.

Frampton, J. (2015). Las nuevas normas del liderazgo de marca. Recuperado de: http://www.mejoresmarcasinterbrand.com/las-nuevas-normas-del-liderazgo-de-marca/

García Ruiz, P. (2005). Comunidades de marca. El consumo como relación social. Política y Sociedad, 42 (1), 257-272.

García Ruiz, P. (2009). El concepto de reflexividad en la sociología del consumo: algunas propuestas. RES, 12, 85-102.

González, A.M. (2003). Pensar la moda. Nuestro Tiempo, 594, 14-27.

González, A. M. y García, A.N. (Coords.). (2007). Distinción social y moda. Pamplona: Ediciones Universidad de Navarra (EUNSA).

Jackson, T. & Shaw, D. (2001). Mastering Fashion Buying and Merchandising. London: Palgrave Mac Millan.

Johar, J.S. & Sirgy, M.J. (1991). Value-expressive versus utilitarian advertising appeals: when and why to use which appeal. Journal of Advertising, 20(3), 23-33.

Jones, M.A. (1999). Entertaining shopping experiences: an exploratory investigation. Journal of Retail and Consumer Services, 6, 129-139.

Hoban, S. (1997). Retail entertainment: new developments are making shopping fun again. Commercial Investment Real Estate Journal, March/April, 24-29.

Holman, R. H. (1980). Clothing as communication empirical investigation. Advances in consumer research, 7, 372-377.

Hyatt, E.M. (1992). Consumer stereotyping: The cognitive bases of the social symbolism of products. Advances in Consumer Research, 19, 299-303.

Kent, T. (2003). 2D23D: Management and design perspectives on retail branding. International Journal of Retail & Distribution Management, 31 (3), 131-142.

Kent, A.M. & Kirby, A.E. (2009). The design of the store environment and its implications for retail image. International Review of Retail Distribution and Consumer Research, 19 (4), 457-468.

Kozinets, R. V., Sherry, J.F., DeBerry-Spence, B., Duhachek, A., Nuttavuthisit, K. & Storm, D. (2002). Themed flagship brand stores in the new millennium: theory, practice, prospects. Journal of Retailing, 78, 17-29.

Lea-Greenwood, G. (2013). Fashion marketing communications. UK: John Wiley & Sons.

Levy, S. (1959). Symbols for sales. Harvard Business Review, 37 (4), 117-124.

Lipovetsky, G. (1990). El imperio de lo efímero. La moda y su destino en las sociedades modernas. Barcelona: Anagrama.

Maehle, N, Otnes, C. & Supphellen, M. (2011). Consumer’s perceptions of the dimensions of brand personality. Journal of Consumer behaviour, 10 (5), 290-303.

Manlow, V. & Nobbs, K. (2013). Form and function of luxury flagships. An international exploratory study of the meaning of the flagship store for managers and customers. Journal of Fashion Marketing and Management, 17 (1), 49-64.

Maronick, T.J. & Stiff, R.M. (1985). The impact of specialty retail center on downtown shopping behavior. Journal of the Academy of Marketing Science, 13 (3), 292-306.

Martínez Barreiro, A.M.A. (2007). Un modelo de empresa innovadora y flexible: el caso Zara. RIPS-Revista de Investigaciones Políticas y Sociológicas, 6 (1), 69-80.

Martínez Martínez, I.J. (2004). La comunicación en el punto de venta: merchandising. En Losada Díaz, J.C (Coord.), La gestión de la comunicación en las organizaciones: comunicación interna, corporativa y de marketing (395-424). España: Ariel.

McColl, J. & Moore, C. (2011). An exploration of fashion retailer own brand strategies. Journal of Fashion Marketing&Management, 15 (1), 91-107.

Michon, R.; Yu, H.; Smith, D. & Chebat, J.C. (2007). The shopping experience of female fashion leaders. International Journal of Retail & Distribution Management, 35 (6), 488-501.

Miller, D. (1998). A theory of shopping. Nueva York: Cornell University Press.

Miller, D.; Jackson, P.; Thrift, N. & Rowland, M. (1998). Shopping Place and Identity. London: Routledge.

Morgan, L. & Birtwistle, G. (2009). An investigation of young fashion consumers’ disposal habits. International Journal of Consumer Studies, 33, 190-198.

Morin, C. (2011). Neuromarketing: The New Science of Consumer Behaviour. Soc, 48,131-135.

Moutinho, L., Ballantyne, R. & Rate, S. Consumer Behaviour in tourism. En Moutinho, L. B. (2011). Strategic Management in Tourism. UK : Cabi tourism texts.

Nobbs, K., McColl, J. Shearer, J. Canning, C. & McBride, L. (2013). An exploratory study into the strategic significance of visual merchandising: The case of vintage fashion retailing. In M. Pedroni (Ed.), From production to Consumption: The Cultural Industry of fashion (151-181). Oxford: Inter-Disciplinary Press.

Newman, A. J. & Darshika, P. (2004). The marketing directions of two fashion retailers. European Journal of Marketing, 38 (7), 770-789.

Otieno, R., Harrow, C. & Lea-Greenwood, G. (2005). The unhappy shopper, a retail experience: exploring fashion, fit and affordability. International Journal of Retail & Distribution Management, 33 (4), 298-309.

Piacentini, M. & Mailer, G. (2004). Symbolic consumption in teenagers’ clothing choices. Journal of consumer behavior, 3 (3), 251-262.

Pine, B. J & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76 (4), 97-105.

Requena, G. (18-24 de enero de 2010). El consumidor coleccionista de ‘ahoras’. Anuncios, 1312, 16- 17.

Rojas, E. (10 de julio de 2009). Aprender a educar nuestros deseos. El mundo, 21.

Sádaba, C. (2005). Publicidad y Cultura. Las tecnologías de la información y de la comunicación como escenario de la persuasión. Comunicaçao o Sociedade, 8, 273-281.

Seock, Y-K. & Lin, C. (2011), Cultural influence on loyalty tendency and evaluation of retail store attributes. International Journal of Retail & Distribution management, 39 (2), 94-113.

Schmitt, B. (2006). Experiential marketing. Barcelona: Ediciones Deusto.

Schramm-Klein, H., Morschett, D. & Swoboda, B. (2008). Verticalization: The impact of channel strategy on product brand loyalty and the role of involvement in the fashion industry. Advances in Consumer Research, 35, 289-297.

Schulz, D., Tannenbaum, S.I. & Lauternborn, R.F. (1993). Integrated marketing communications: Putting it Together and Making it Work. Chicago: NTC Business Books.

Simmel, G. (1923). La filosofía de la moda. Revista de Occidente, 1, 42-66.

Surchi, M. (2011). The temporary store: a new marketing tool for fashion brands. Journal of Fashion Marketing and Management, 15 (2), 257-270.

Tatzel, M. (1982). Skill and motivation in clothes shopping: fashion conscious, independent, anxious, and apathetic consumers. Journal of Retailing, 58, 90-97.

Thompson, C.J. & Haytko, D.L. (1997). Speaking of Fashion: Consumers’ uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research, 24, 15-42.

Thompson, K. E & Ling Chen, Y. L (1998). Retail store image: a means-end approach. Journal of Marketing Practice: Applied Marketing Science, 4 (6), 161-168.

Turley, L. W. & Milliman, R. E. (2000). Atmospheric effects on shopping behavior; a review of the experimental evidence. Journal of Business Research, 49 (2), 193-211.

Uncles, M. D. (2006). Understanding Retail customers. En Krafft, M. & Mantrala, M. (Eds.), Retailing in the 21st century: current and future trends (213-219). Berlin: Springer.

Underhill, P. (1999). Por qué compramos. Barcelona: Gestión 2000.

Useem, J. (2007, Marzo 19). Apple: America’s best retailer. Fortune, 155 (5).

Vahie, A. & Paswan, A. (2006). Private label brand image: its relationship with store image and national brand. International Journal of Retail and Dsitribution Management, 34 (1), 67-84.

Williams, T., Slama, M. & Rogers, J. (1985). Behavioral characteristics of the recreational shopper and implications for retail management. Academy of Marketing Science, 13 (3), 307-316.

Workman, J.E. & Caldwell, L.F. (2007). Centrality of visual product aesthetics, tactile and uniqueness needs of fashion consumers. International Journal of consumer studies, 31 (6), 589-596.

Yan, R-N. & Eckman, M. (2009). Are lifestyle centres unique? Consumers’perceptions across locations. International Journal of Retail & Distribution Management, 37 (1), 24-42.

Zentes, J., Morschett, D. & Schramm-Klein, H. (2008). Brand personality of retailers – an analysis of its applicability and its effect on store loyalty. International Review of Retail, Distribution & Consumer Research, 18 (2), 167-184.


Enlaces refback

  • No hay ningún enlace refback.