DATA Read
The DATA Read is a scientific journal, with open access, which aims to be a diffuser of theoretical and applied studies, coming from areas of knowledge that deal with themes that refer to the theme Information and Communication Technology (ICT), data and their more diverse developments and potential for use.
ISSN: 2763-7875 (Online)
Knowing the fashion industry's target audience to leverage the organization's marketing
Conhecendo o público-alvo do setor da moda para alavancar o marketing da organização (Portuguese)
Conocer el público objetivo de la industria de la moda para aprovechar el marketing de la organización (Spanish)
Você pode acessar o texto completo em Português clicando aqui.
Published in V. 2, I. 1 (2021)
Abstract: This data analysis is focused on understanding the situation of fashion retail and the behavior of consumers within the sector, which has an informational need about billing, trends, and target audience, aiming to develop better strategies for marketing to have greater efficiency in the organization's sales.
Abstract (Portuguese): Esta análise de dados tem como foco compreender a situação do varejo de moda e o comportamento de consumidores dentro do setor, a qual possui uma necessidade informacional sobre o faturamento, tendências e público-alvo, visando a elaboração de melhores estratégias para que o marketing tenha maior eficiência nas vendas da organização.
Abstract (Spanish): Este análisis de datos está enfocado a comprender la situación del retail de moda y el comportamiento de los consumidores dentro del sector, que tiene una necesidad informativa sobre facturación, tendencias y público objetivo, con el objetivo de desarrollar mejores estrategias de marketing para tener una mayor eficiencia en las ventas de la organización.
Full text
1 Introduction
This data analysis focuses on understanding the situation of fashion retail and the behavior of consumers within the sector, which has an informational need on billing, trends, and target audience, aiming to develop better strategies for marketing to have greater efficiency in the organization's sales. From this, it is intended to evaluate the potential ways to increase the company's disclosure, through the strategic planning that must be carried out to detail the trends and strategies to reach the greatest number of people, making the store stand out within this competitive market niche. Thus, the manager of this organization will be able to identify the profile of its audience through the interpretation of the graphics produced in order to improve the tools used by the company, with the objective of this research that the data shown to be useful for the marketing sector to develop campaigns advertising, websites and other means of communication that assertively reach their desired audience.
1.1 Key question
Considering that a company intends to evaluate potential ways to leverage its brand, it was initially considered necessary to identify whether consumption in this sector has been increasing regardless of social classes, gender, and region. Therefore, even with several existing competitors, it is still valid to open a physical or online store in this field. Therefore, the guiding question of this study was expressed in the following question: Has consumption in the clothing sector been increasing or decreasing over time?
1.2 Methodology
Qualitative and qualitative research was carried out, in which, after defining the theme, the collection stage started on search sites on the subject, the items considered most important were stored in a Word document and sent as a form to the advisor, the which provided a copy of the forms in the email, given the possible need for recovery. For the visual demonstration of the data, a chart in bar format was used, produced directly by the Excel platform, and presented in PNG format after being saved.
2 Development
2.1 Collection
The data used in this research were collected through the following websites: Google, Google Academic, and Scielo and also directly from the Brazilian Micro and Small Business Support Service (SEBRAE) website. The keywords used during the research were: Fashion, marketing, target audience, e-commerce, and consumption.
2.2 Analysis
Based on the data presented, it was identified that consumption is increasing every year, the most analyzed attributes at the time of purchase are price and quality, with face-to-face stores still being preferred with 37.78%, even so, the online market is considered a growing market that is increasingly gaining ground among consumers, whether they are from all social classes, but its use is in evidence mainly among class A. In addition, it can also be identified that the virtual public is represented at its greatest part by the female public, with a total of 57% of sales, and the state with the greatest predominance of sales of Fashion and Accessories products in São Paulo with 30.83%. Therefore, organizations that use the survey were able to identify the best audience they want to reach and in view of the next steps, being able to better clarify which means to act, whether via physical sales, online, or both. In addition to being able to better understand how the studied sector is doing.
3 Unfolding
As a result of this data analysis, it is possible to identify whether consumption increased in person or due to online sales; whether it currently pays to have a physical store, online-only, or both; and measure fashion retail consumption during and after the COVID-19 pandemic.
Images
References
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