Focus on the Consumer

 In the fashion marketing we are discussing now, consumer behavior can be the starting point. This is contrary to calling them final consumer, based on the fact that any fashion   product flows from producer to consumer.

Considering that the production of any fashion product is made according to the demand based on consumer needs, however, it is correct to say that the producer behavior also begins with the consumer behavior. 

They, fashion consumers, satisfy their basic needs by buying clothing or fashion accessories for personal use or as a gift for others. Fashion marketers, therefore, need to know what they are buying and how much they are buying. This is exactly what Scott Cook, a director of eBay, advised us to do. 

“Instead of focusing on the competition, focus on the consumer.” +

This marketing strategy that focuses on consumers rather than competitors can be found in the light of a way to achieve its business performance. In relation to this debate, consider the eco-system of flower and its behavior.

Most flowers have symbiotic relationships with customers such as bees, butterflies, flies and beetles to reproduce, grow and survive. Therefore, although there are differences between flowers, most of them try to satisfy those customers by producing honey and fragrance.

Flowers that bees visit have nectar and scent. In particular, the petals and sepals are often blue, yellow, or a mixture thereof. This is believed to be because bees can only discern yellow, blue, and white. And, butterflies generally prefer orange or red flowers. 

Other creatures that sit on the flower seek the various flowers, either in the same way as bees and butterflies, or in other ways. Among them, flies like almost the same kind of flowers as bees, but houseflies do not identify by color and like flowers because of their smell. Beetles only seek flowers for their scent, and mosquitoes are active only at night, so they prefer white flowers that are easy to see at that time. 

Even more surprising is that some flowers have unique survival and reproduction strategies that invite flies to smell like insect corpses. 

-Some of the popular Dongdaemun fashion items we exported last week, seoulclick.com- 

From this point of view, it can be said that the survival strategy of flower is to produce honey and fragrance customized for customers. Similarly, fashion marketing needs to use various customized strategic alternatives according to consumer.

“Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services that satisfy individual and organizational goals.” ++

As such, the American Marketing Association’s theory on marketing and its prescription will be like a medicine that brings better management performance to Dongdaemun merchants. 

For nearly 100 years, Dongdaemun merchants have accumulated a lot of experience and know-how by meeting, seeing, and listening to consumers in the market, and also looking for various strategic alternatives.

Even with all these facts, there are many things that we need to reconsider and check again. Among them, it is the task of preparing a new marketing strategy for the global market. Such global marketing is inevitable because global consumers no longer shop only in their own country, but purchase multinational fashion products online or offline across borders. The issue of any paper is worth listening to.

“It is noteworthy that a new kind of society is emerging, which is now centered around consumers and consumption rather than workers and production. And, despite the growing commonality among people around the world, the consumer behavior varies according to the environment and culture of the country. Marketers need to understand the values, ethics and customs of societies around the world to succeed in the global marketplace.” +++

Such discussion implies that Dongdaemun merchants can no longer rely solely on their experience and know-how. There are strategic alternatives to global marketing. When Dongdaemun merchants focus on the global consumer, they will certainly respond.

These are, first, to improve the quality of fashion products, second, to have stronger market competitiveness, third, to raise global consumers’ awareness of Dongdaemun fashion products, and finally, to reduce the cost of global marketing. These strategic alternatives to global marketing, which Dongdaemun merchants should do, will have to be pursued continuously. Henry Ford’s eloquence is right.

“The one who can give the consumer the best quality at lower prices, will certainly be at the head of the industry, no matter what goods he produces. This is an immutable law.” ++++

Just as many flowers survive with their customer, such as bees and butterflies, Dongdaemun merchants should also implement a sustainable marketing strategy that focuses on the consumer rather than looking at competitor.

+ google.com/search/q?

++www.ama.org/the-definition-of-marketing-what-is-marketing/

+++Martin Luendonk, Global Marketing: Strategies, Definitions, Issues, Examples, Clever, September 23, 2019. 

++++google.com/search/q?

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Bong Sul (Advisor, SeoulClick)

www.seoulclick.com

Read more: Bong (Bong Sik) Sul, Dongdaemun Style, ebook.kstudy.com, Seoul, 2019.