Expenditure on clothing and footwear has risen
across all markets in Europe, but average
spending per head varies
greatly geographically.
In 2005, the EU15
average spend per person
per year was just over
800 Euros, falling to 300
Euros in the new, much
poorer, member states
such as Poland and
Hungary. The cost of
clothing and footwear
also varies significantly
in European countries,
with price level differences
of up to a third between
the most and the
least expensive
countries. Prices in Eastern and
Southern Europe tend to
be lower than in the
rest of the EU25 — this
is a reflection on
the affluence in those
countries and relative
purchasing power.
TODAY’S CONSUMER
choice, more
education and are becoming
more savvy
and demanding. People are
less
tolerant and expect
more. With the arrival of
mass-affluence, big-ticket
consumption loses
some of its
sophistication and novelty. The
desire to own a product
is no longer the sole
aim of consumption but a
complicated process
that calls for the need
to understand not only
what the consumer needs,
but also how they
want it delivered. Gone
are the days when
reliability and quality
created brand loyalty.
Consumers today want and
expect so much
more. In a climate as
intense and competitive as
the fashion industry,
understanding how consumption
patterns evolve is
paramount. Today’s
consumers are much
harder to segment and
nowhere is this more
exacerbated than in the
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