Economic Integration

The Harvard Business Review Blog Network has posted a three-part series based on a global survey of 7,000 consumers, focusing on the relationship between branded merchandise and those who buy the product.  The first addressed what consumers really want, and the second dealt with the response to customers who say they want a wider choice of products.

The third debunked three specific myths about what consumers want, namely:

•  How much of a relationship do consumers want to have with a brand,
•  Insight into what really builds a consumer/brand relationship, and
•  How much interaction between brands and customers works best.

 In short, the survey revealed that customers are not really interested in a close relationship with branded merchandise.  Consequently, brand manufacturers more often waste time and risk alienating their customers by trying to encourage a relationship.

The survey pointed to shared values as a principle force behind the establishment of a relationship between brands and their customers.  Little more than 10 percent of respondents agreed that frequent interaction produced a lasting relationship.

Meantime, there seems to be no direct correlation between the number of times consumers are contacted by brands and a guarantee that the buyer will make the purchase and then prove to be a steady customer in the future.  Indeed, the survey revealed that too much contact can have the opposite effect.

Here are links to the three different parts of the series:

What Do Consumers Really Want? Simplicity 

If Consumers Ask for More Choice, Don’t Listen

Three Myths about What Consumers Want

Free registration may be required.

Questions:  Have academic surveys proven helpful for devising long-term business plans?

What are their strengths and weaknesses?

just-style.com, a web-based textile and apparel research organization headquartered in the United Kingdom, has a series of comprehensive research reports available that forecast changes to the global clothing industry and supply chain through 2016. 

The following is a sample of the latest intelligence available for purchase from the firm’s research store:

* New fashion retail channels: how consumers will be buying clothes - forecasts to 2016:

http://www.just-style.com/pd.aspx?id=96380&lk=ud78

According to just-style, “the theme of this report is that the manner in which retailers sell fashion products to consumers is changing. It is changing at a faster pace than ever in its history. There has been as much change, as a result of the internet since 2000, as took place in organized retail distribution in the century that preceded it.”

* Tomorrow's clothing retail: sectors, markets and routes - forecasts to 2016:

http://www.just-style.com/pd.aspx?id=96381&lk=ud78

The authors note the report “is about the whole of clothing retail, now and in the future. It is an analysis of where the consumers' money will be spent.”

* Tomorrow's apparel industry: products, markets, and processes - forecasts to 2016:

http://www.just-style.com/pd.aspx?id=96382&lk=ud78.  

This report delves into “the future of the apparel industry. It is intended to encourage apparel industry executives to consider what is going to shape future products, markets and processes in the apparel industry.”

Readers may view all available research or search for specific topics at the following link:

http://www.just-style.com/market-research/

A 2010 Consumer Environment Survey commissioned by Cotton Inc. has confirmed a rising ‘green’ consciousness by US apparel consumers, but the the volume of retail purchases by buyers considered ‘very likely’ to seek out environmentally-friendly products remains rather small.

The survey revealed various shades of ‘green’, detailed a number of influences on shoppers and the importance of these influences in relation to the various shades.  As consumers become more and more environmentally conscious, favorable attitudes toward ‘natural’ products, including natural fibers, such as cotton, harden, according to the survey.  

Accountability for ensuring that apparel is manufactured in an environmentally-friendly manner also was a part of the survey.  The highest level of accountability was assigned the manufacturer itself, but a large percentage jump from 2009 was seen among those who would hold the brand responsible.

Cotton Inc.’s report on the 2010 survey may be found here.  

Questions:  Is demand for apparel manufactured in an environmentally friendly way destined to remain relatively small for the foreseeable future?

What factor or factors might be expected to stimulate interest and consequent demand for ‘green’  clothing?