Meeting consumer expectations in garment business

Gone are the days when the consumer wanted garments to meet just his basic needs, or when he wanted to make such purchases only on some festive occasions or special occasions. The modern day consumer, particularly in large cities and abroad buy garments to satisfy his fashion needs which are not restricted to such specific occasions.

Well known retail stores publicise their products through the media or TV channels, or by organising fashion shows. One of the tricks of the trade tried by many large stores in particular is to offer discount sales on particular occasions. For instance, some well known stores in Mumbai regularly offer such discount sales during the monsoons which is otherwise a slack season. Similarly, many stores abroad offer such discount sales during the pre-Christmas period and similar other occasions. According to recent surveys abroad, nearly 50 per cent of the consumers prefer to buy at the time of such sales.

Another change that has come about in some large cities and particularly in western countries is that in the past one could make purchases in a leisurely manner. These days many consumers are constantly under pressure of time. The retailer should hence be able to show exactly what he wants, otherwise the potential buyer will walk out off the store.

Some recent surveys abroad reveal that while price is an important factor in a sales transaction, two other factors also weigh with the consumer. These are convenience and energy. The retailer should so arrange his apparels as to make it more convenient for the consumer to select exactly what he wants. Moreover, the transaction should be as quick as possible so that the consumer feels that he has to spend the least energy in making purchases. The sales people at the counters should appear to be caring for the consumer. If the consumer feels that they are indifferent in attending to him, he may may prefer to walk away.

All this means that while price is an important factor in clinching a sale, convenience and energy are also important factors. A retail outlet which ignore these factors can just succeed in sending away potential buyers to other stores. Moreover, the present day consumer is generally aware of fashion trends, price trends, discount sales, etc. According to some recent surveys, nearly 50 per cent of the consumers make their purchases during discount sales offered by some well known stores. They are not loyal to any particular store. Retailers who deliver value, or are perceived to do so, are bound to attract the same buyers again. However, they will continue to ask themselves whether it was proper for them to pay the full price. If they feel that they have been overcharged they may stop visiting that store again. All this means that serving the client's need is becoming more difficult and yet more and more important than ever before. To be effective the retailer should need a more focussed and multi-dimensional approach. This means integrating consumer insights and establishing a virtually vertical supply chain.

According to Dr Wolf Wagner, a marketing and sales advisor:

1. Improved lifestyle, targeting customised assortments, and better product availability are the final steps in this direction.

2. Establishing a retailer-supplier collaboration and the development of an integrated multi-channel strategy opens up more windows to the customer.

3. Improved merchandising and reduced in-store transaction time will improve customer service and satisfaction.

The need to deliver what the customer exactly wants will lead the retailer to focus on availability, convenience, customisation and innovation. These according to Dr Wagner, are the essential features and critical requisites on the avenue to further success. Consumer desire is the driving force in clothing.

Among consumers there are a few who want to excel or who want recognition or who would like to feel that they are acepted. Leading stores target their sales strategy to attract them and push up their sales. According to Dr Wagner the consumer yesterday looked at quality. Today, he looks at price. Tomorrow he will be looking for a value solution. A retailer wanting to push up his sales will have to understand these factors. It has been found that in developed countries about 15-17 per cent consumers set trends and nearly 65-70 per cent follow them.

- M D Dewani