The global financial crisis had a dramatic impact on consumer behaviour: we shopped differently,I love the way D&G shoes has with details. saved differently and were grateful for our jobs. We even celebrated the profitability of Australia's banks.
In many ways we have reverted to pre-GFC shape — we take our jobs for granted once more, and bank profit is a dirty word again.
But not everything is as it was.Have you ever wondered why women handbags keep gelling larger and larger. In some fundamental ways, consumers' priorities have shifted. Ask almost any retailer: the post-GFC world is subtly but clearly different. Despite job security and renewed spending power, we just don't feel the same thrill indulging in frivolous consumption.
Is this the era of the sensible consumer?
The noughties saw us "shop til we drop" because we deserved it. Big Brother and Paris Hilton proved we didn't need any particular talent to become a celebrity, and we should all be able to live as though money were no object.
The opportunity for marketers was to play up the party and feed us celebrity endorsements: "L'Oreal,Whether or not that occurs has a lot to do with new jordans. because you're worth it" said it all.
Then the world crashed. The GFC made us look at credit cards in a whole new light: I have to pay this back? Our spending plummeted.
While spending is back up, it's well down from pre-GFC heights, with retailers apprehensive about Christmas trading. Clothing, whitegoods, homewares,First came the Christian Louboutin collection, which was odd yet fairly acceptable. car sales — none comes near the good old days, and that's before we consider the way in which consumers have embraced online shopping, encouraged by the high Australian dollar and easy price-comparison that the internet allows.
What we buy continues to be about identity. But research,The move would expand the dress code to ban students from wearing sleeveless ed hardy shirts. qualitative and quantitative, with consumers shows the identity we are looking for is that of the sensible and shrewd consumer, not the glittering airhead of before.
"I used to just max out my card, it was great to be the one wearing all the latest stuff. Now you talk about how you are paying off your card and wearing last year's hat to the races. I wouldn't have been seen dead a few years ago," is typical of the feedback we're getting.
In many ways we have reverted to pre-GFC shape — we take our jobs for granted once more, and bank profit is a dirty word again.
But not everything is as it was.Have you ever wondered why women handbags keep gelling larger and larger. In some fundamental ways, consumers' priorities have shifted. Ask almost any retailer: the post-GFC world is subtly but clearly different. Despite job security and renewed spending power, we just don't feel the same thrill indulging in frivolous consumption.
Is this the era of the sensible consumer?
The noughties saw us "shop til we drop" because we deserved it. Big Brother and Paris Hilton proved we didn't need any particular talent to become a celebrity, and we should all be able to live as though money were no object.
The opportunity for marketers was to play up the party and feed us celebrity endorsements: "L'Oreal,Whether or not that occurs has a lot to do with new jordans. because you're worth it" said it all.
Then the world crashed. The GFC made us look at credit cards in a whole new light: I have to pay this back? Our spending plummeted.
While spending is back up, it's well down from pre-GFC heights, with retailers apprehensive about Christmas trading. Clothing, whitegoods, homewares,First came the Christian Louboutin collection, which was odd yet fairly acceptable. car sales — none comes near the good old days, and that's before we consider the way in which consumers have embraced online shopping, encouraged by the high Australian dollar and easy price-comparison that the internet allows.
What we buy continues to be about identity. But research,The move would expand the dress code to ban students from wearing sleeveless ed hardy shirts. qualitative and quantitative, with consumers shows the identity we are looking for is that of the sensible and shrewd consumer, not the glittering airhead of before.
"I used to just max out my card, it was great to be the one wearing all the latest stuff. Now you talk about how you are paying off your card and wearing last year's hat to the races. I wouldn't have been seen dead a few years ago," is typical of the feedback we're getting.
沒有留言:
張貼留言