13 characteristics of sales psychology in clothing sales

Analysis of Customers’ Consumption
Psychology Consumption refers to the behavior of consuming material materials to meet people’s material and cultural needs, which is a necessary condition for people’s survival and development. Needs refer to people’s desires or demands for the needs of specific things.
People’s consumption demand for clothing is divided into two aspects: physical and psychological needs. Physiological needs, also known as instinctive needs or natural needs, are the needs formed in order to maintain life and maintain the physiological balance of the human body in the process of human development. For example, clothing is worn to keep warm or protect the body. Psychological needs are the advanced needs generated by improving material and spiritual living standards, which are constrained by historical conditions, social systems, ethnic groups and customs, etc., reflect the social nature of human beings, and are the result of the development of human society.
1. What are the characteristics of consumer demand There are many characteristics
of consumption, and understanding these characteristics is conducive to understanding consumer demand, so that it is possible to promote purchases. Demand is constantly changing with the fashion trend of clothing, social progress, economic prosperity and other factors, although consumer demand is affected by a variety of factors, but it has certain regularity and characteristics.
(1) Drive When a certain need arises, there is a psychological tension and discomfort, which becomes an internal driving force, driving people to seek goals and countermeasures to meet new needs, and forcing people to engage in various purchasing activities to meet this need. This characteristic is most prominent among impulsive consumers.
(2) Diversity Due to the differences in physiology, psychology, economy, culture, ethnicity, customs and habits of consumers. Therefore, consumer demand is also very different, even if it is the same clothing, different consumers have different needs for its specifications, colors, quality, etc. With the continuous improvement of people’s living standards, consumers’ aesthetic concepts are gradually developing towards personalization, which requires the diversity of the clothing market. Gone are the days of relying on a single style to cause hot consumption.
(3) Selectivity People’s needs are diverse, and the experience of needs that have been formed enables consumers to choose the content of their needs. Consumers will re-choose their consumption needs according to their own consumption experience, personal hobbies, cultural accomplishments, economic income, etc. The improvement of the selectivity of clothing products also puts forward higher requirements for the professional quality of clothing clerks.
(4) Fashion With the continuous development of society and the high progress of material civilization, consumers’ consumption needs are also constantly changing and updating. Clothing is a fashionable commodity that changes with fashion. When consumers buy clothing, they first consider its fashionability. When the basic functionality is fully satisfied, the fashion of the style will become the main factor in the purchase.
(5) Continuity The continuity of consumer demand, also known as cyclical and infinite, refers to the cyclical state of consumer demand constantly “appearing and satisfying again and again”. People’s needs are endless, because people’s needs for survival are never fully satisfied, so people are constantly engaged in activities to meet it. Once the old needs are met, newer and more advanced demands are generated, and consumers who reach the goal set higher goals for themselves. By observing the quality of the customer’s clothing, the store clerk will consider whether to suggest that the customer change into a new outfit.
(6) The satisfaction of satisfying consumption needs is relative, while never being satisfied is absolute. The satisfaction of needs refers to the satisfaction standards achieved by the needs in a specific stage. The relative satisfaction of consumer demand depends on the consumption level of consumers. People’s consumption needs are relatively satisfied with the development of society, changes in economic conditions, and the improvement of aesthetic concepts. This relative satisfaction hinders new consumption, and the various promotions of clothing stores are to keep pulling by stimulating desire.
(7) The formation and development of developmental consumer demand are closely related to the level of social productivity. The change of demand changes with the improvement and progress of social productive forces, from low to high, from material to spiritual, from simple to complex. The richer the consumption content, the greater the hierarchical change of consumer demand, the higher the level of demand, and the stronger the selectivity of consumption, the more it can promote the personalization of consumer life. Demand is never-ending and infinitely developing. Development has also escalated business competition.
(8) Targets People’s needs always include a certain content or a specific thing, and without specific things and specific content, there will be no needs. However, for specific needs, there are very clear objectives. Consumers’ needs have certain object goals, and they will not come up with demand objects out of thin air. In order to meet consumer needs, clothing stores will try their best to help customers find the objects they need.
(9) Competitiveness In a certain period, consumers will have multiple needs, but only the strongest and most urgent needs can be transformed into motivation and become the main dominant force of action. Therefore, there is a kind of competition between the various needs of consumers, and competition will also demand satisfaction. For example, in the case of limited economic conditions, when a family buys clothes, there will be a certain demand competition for the elderly, children, wives and husbands, and the result of the competition is a decision, which will immediately be transformed into purchasing behavior.
(10) Elasticity clothing is highly fashionable, selectable, and has a large elasticity to consumer demand, and consumers often purchase clothing in terms of quantity and quality with changes in purchasing power, fashion trends, and price factors. Elasticity is also manifested in the thinking process of “can buy or not”.
(11) Induced consumption demand is not innate, but is generated through acquired external influences, external guidance and induction. Consumer demand changes or shifts due to the influence of advertising, product display, store clerk introduction, groups, relatives and friends, etc., and evolves from not being ready or unwilling to buy to real purchasing behavior. The weekend system gives many people more time to visit stores, and they sometimes don’t know what they want to buy, just look at it, which also provides merchants with the opportunity to make a deal.
(12) The wearing of matching clothing matches the accessories, and the incongruous matching gives people a nondescript feeling. Therefore, when people buy a certain garment, the first thing people consider is whether it goes well with other decorations. Clothing matching includes tops and bottoms, underwear and outerwear, clothing and clothing, etc.
(13) Complementarity: Consumers’ demand for clothing has the characteristics of complementarity. In the market, people often see a decrease in sales of one type of clothing while another is increasing. For example, the growth of clothing made of natural fiber fabrics will reduce the relative decrease of clothing made of chemical fiber fabrics, and the popularity of long skirts will affect the sales of short skirts. This requires clothing stores to waste no time in launching marketable clothing in a purposeful and planned manner according to market development trends.