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Essay on Gender Shopping Style and Promotion
Abstract: This paper is on “Gender Shopping Style and Promotion”. The paper is about clothing retailer "Top Man - Top Shop" based in the UK. And the question is: “How the clothing shop as Top Man and Top Shop would achieve by investigating different shopping style and behavior between men (Topman) and women (Topshop) in order to use Promotional Mix to attract their customer". Although a basic requirement for human existence, clothing and footwear accounts for a declining share of consumer spending, both in the UK and other developed economies. In 2000, UK consumers spent £34.15bn on clothing and footwear. Although this makes it a massive market, as a share of all consumer spending it has declined to 5.8% from 6.3% in 1996. Products for women and girls constitute the largest market sector in general clothing, but sales of sports clothing are biased towards men and boys.( Evening Gazette (2005)
Introduction: The UK has achieved a better image for clothing design in the last few years and is competing with France and Italy. With London as a major fashion centre in Europe, the United Kingdom has gained more importance as a ‘Fashion Country’. In addition, a great deal of support from the British government has been an encouraging factor. ‘London Design’ is said to have a very modern or even avant-garde style and influences the European fashion scene to a certain extent. With the beginning of the 21st century, as the world enters the information age, society is going through changes that will have far-reaching effects. The lifestyles of the young, their attitudes, behavior patterns and expectations are all being remodelled.The demographic changes in all industrial countries, including the UK, are showing a move towards an older population. In the 15 to 24 age band there has been a drop of 14% in the last 10 years. When broken down further....
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