Researching Consumer Behaviour: Gen Z and Millenial Consumer in the UK and China.

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RESEARCHING CONSUMER BEHAVIOUR PSYCHOLOGY FASHION MARKETING YEAR 2 ANONYMOUS ID: 18015216 TUTOR: CIGDEM GOGUS CONSUMER REPORT

Executive Summary In this report, we look at the group ‘Fashionistas on a budget’ in both the UK and China, to inform brands and businesses on how to enter the markets in these segments. The report discusses, compares and visualizes the social, economical, psychological and decision making behaviour of ‘Fashionistas on a budget,’ as well as examining their cultural differences.

‘Fashionistas on a budget’ come from the younger generation, stretching between Gen Z and Millenials, and are found in big cities such as Shanghai, Beijing, London and Glasgow. This report looks at younger consumers (ages 14-24) in China, due to the new luxury trend which has hit the older groups - as well as their reliance on their parents, which older generations do not have; we also look at millennials (20-34) in the UK due to their student debt, high cost of rent and need to save, in order to own homes and start a family. Due to the size of China compared to the UK, there are more ‘fashionistas on a budget’ living in China, however there is a larger proportion of them in the UK. ‘Fashionistas on a budget’ in the UK tend to have more money than those in China - however their spending priorities means that they are not able to splash on clothes, where as in China they are more able to do so.

For primary research, the report breaks down a survey which was taken by participants from London and Hongkong, asking them 15 short questions about their shopping behaviour and attitudes. The results were quite similar between countries, as reflected through the report - however, the UK consumers seems to be more thorough with being sustainable, rather than caring about the environment. A wardrobe safari was also conducted, showing a comparison between the wardrobes of two women from each country.

As mentioned, the report shows the similarities between fashionistas on a budget in each segment - both are reliant on influencers and key opinion leaders (KOLs), both a highly social media and tech savvy, both would pay more for high quality items. The main differences come from their cultural background, which is examined through Hoftstede’s cultural dimensions, and the VALS framework. China is a highly collectivist country, which values family and “the group” as more important than individual needs, where as the UK values individuals happiness and goals over this.

The report finishes with general conclusions and recommendations of how brands should enter these segments. The key recommendations were to have online and offline channels to ensure maximum engagement with consumers, and to use influencers to get more attention. For the UK market, brands must be sustainable and ethical, making products of recyclable materials, or revamping vintage clothing. For the Chinese market, brands should consider making sportswear, as it is the biggest segment in the fashion market so far.

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Table of Contents Executive Summay P.2

Who are the Fashionistas on a budget?

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UK & China Pen Portraits P.5-6

Hofstedes Dimensions and Vals Framework P.7-8

Demographics &Economics Uk&China P.9-10

Consumer Lifestyles UK & China P.11-12

Social Media UK&China P.13

Primary Research P.14-15

Shopping behaviour and decision making P.16-17

Conclusions and recommendations P. 18

Consumer insight boards P. 19-

Appendix P.21-23

Bibliography P.24-25

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Who are the ‘Fashionistas on a budget?’

Fashionistas on a budget are a group of fashion focused young people, found in the center of urban cities. They are at the heart of social change and innovation, and are always looking for new products and experiences - something which forces brands to up their game in all aspects. Fashionistas on a budget use garments as a way of projecting their personality, individuality and social status.

Fashionistas on a budget dream of big brands and high quality garments, but don’t have the financial capacity to do so, with most of them still living at home, or trying to afford extortionate rent in the big cities - so instead, they seek lower cost products that have a strong brand message and are of good quality. They may be seen splashing out on a luxury item if they believe it is truly worth it, and this will become their stable wardrobe item.

This consumer segment is technology and social media savvy and require brand engagement on all platforms in order to make their purchasing decisions the more connection they have with a brand the more likely they are to purchase their products. Despite having a love for E-commerce and social media shopping, Fashionistas on a budget still need in-store engagement, and experiences provided from a brand.

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Pen Portrait UK Family Background: Louisa comes from a middle class family who live in Brighton. She moved to London to complete a degree in Fashion Communications. Her parents are both in the creative industry, and she has two younger siblings who are pursuing art and drama.

Current Living Situation: Louisa is currently renting a house in South London with a few of her friends. She splits her time between her home, and staying at her partner’s house, who is also in the same living situation; they plan to move in together in the next year or so.

Future Aspirations: Louisa wants to work her way up in the company that she is in, and within the next decade become their head of PR. She hopes to have the opportunity to travel extensively, both with her partner and with work. In the distance future, she hopes to have two children and bring them up in the city.

Personality: Louisa is a fun loving, bubbly character. Louisa is highly ambitious, and persistently works hard to achieve the best. She politically active and cares a lot about the environment and sustainability; she often uses social media to discuss political and environmental affairs.

Interests & Hobbies: On her days off, Louisa likes to spend time with family and friends.

She likes to go out for a meal or a drink at the pub with friends in the evenings. At home, Louisa enjoys watching box-sets or films with her partner and getting a takeaway. She enjoys scrolling through social media sights, such as pinterest and instagram. She does yoga at home in the evenings.

Fig.1 Instagram, 2019

Name: Louisa Age: 23 Location: South London Occupation: Showroom Manager at a PR Agency Salary: £23,000 p/a

Personal Style: Louisa has always sought to remain on trend, so regularly updates elements on her wardrobe to keep up with the changing fashion environment. She owns a few more expensive staples items, cashmere jumper, a warm winter coat, perfect fitting pair of jeans and some trainers. Her go-to look would be jeans, a cropped top or jumper, some Nike trainers and an overcoat.

Shopping behaviour: Due to the high cost of rent in London, Louisa’s spending priorities go towards making rent and groceries, as well as travelling to a from work, as she doesn’t drive. Due to this Louisa likes hunting out bargains and deals on trendy items. She spends time searching through charity and vintage shops on the weekends, but also participates in online shopping on shops like Asos and Missguided.

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Pen Portrait China Family Background: Mei comes from a big family in Shanghai, where extended family are just as close as her direct family. Her mother has retired and cares for the family home, while her father works in computing and IT, a fast growing segment. Her family have worked their way up the social scale, and now have a comfortable living.

Current Living situation: Mei currently lives on campus at her university, which is based in her home city, not too far away from home. She will usually stay at home (in her parents house) on the weekends. She is not planning on moving out until she finds a partner.

Future Aspirations: Mei wishes to complete her degree to a high standard, before leading a in art teaching at a senior secondary school. Mei hopes to fall in love and have a happy family of her own in the future and stay living near her family.

Interests & Hobbies: Mei loves to get online and interact with her current friends and finding new friends online. She spends a lot of her free time scrolling through wechat and seeing what Key Opinion Leaders have to say about the latest trends and events. She enjoys going out for meals to try new foods, spending time with friends and family and keeping fit - participating in sports at her university and in her own time.

Fig.2 Instagram, 2019

Personal Style: Despite not being able to afford many luxury items, she owns a few big brands which were gifted to her by her family. Mei enjoys wearing these brands, as she feels it gives her more status, and will help her become popular. Mei will usually wear one staple branded item, coupled with streetwear style.

Shopping behaviour: Going out and socially shopping with family and friends is important to Mei, and she values their opinions on what she wears. Due to the fact that she is living under the financial support from her parents, Mei can her own spend money on trendy products and clothing, though her budget does not allow for luxury items. Mei is an impulse buyer who will often buy a product the day that she sees it, but she looks for cool trends and new brands on social media, usually through the recommendations of KOLs

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Name: Mei Age: 19 Location: ShangHai Occupation: University Student (Education) and a part time job at her university campus Income: 1,500 Yuan p/m

Hofstede’s Cultural Dimensions & Vals

Fig.3 Hofstede cultural dimernsions(1973)

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Fig.4 Hofstede cultural dimernsions,(1973)

Hofstede Cultural Dimensions & VALs VALS Framework UK Fashionistas on a budget fall into the categories of Activators, Seekers and could also be linked to Pragmatic Aspriationals. Activators are interested in innovation, new ideas and products, and hold a strong sense of personal identities. Seekers are interested in individuality, self discovery and sociability. Pragmatic Aspriationalists follow their peer group and what is liked by the crowd, their motivation leads towards self expression

VALS Framework China Fashionistas on a budget fit into the trendy achievers, pacesetters and experiencers. Trendy achievers hold a desire to be seen as successful and worthy of admiration. Pacesetters wish to be seen as important by their peers and outsiders. Experiencers seek innovation in terms of their careers and areas of interest.

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Demographics & Economic UK Fashionistas on a budget make up 20% of the UKs population

66.4 million popultaion

39 million social media users

€70,445m Apparel Market Revenue

20.6% of all sales made in the UK (2018) were made online. Mobile purchases are also on the rise. (Santander Trade 2019)

Fashionistas on a budget in the UK are between the ages of 20-34

Within the UK fashion market, clothing and accessories account for 84.8% of sales, where as footwear only accounts for 15.2% of sales (Mintel 2019).

Fashionistas on a budget are located in the UKs big cities; London, Manchester, Edinburgh (ONS, 2019)

Fashionistas on a budget are the leading fashion buyers in the UK. Only

13%

dont make a purchase in a 6 month period (Mintel, 2019)

Fashionistas on a budget have a high level of education - 49% of UK students graduating with a 2:1 in 2017 (BBC, 2018)

Fashionistas on a budget belong to: Urban adversities, comfortable communities and financially strechted in the ACORN classification guide.

Fashionistas on a budget belong to group C1&C2 of the NRS social grading system in the UK

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The average salary for fashionistas on a budget is £23,700 p/a, which is spent mainly on housing, transport and going in to savings (The Independent, 2018)

Demographics China Fashionistas on a budget with in China are in the 14-24 age bracket, making up around 12.32% of the population (Indexmundi, 2019)

1.4 billion population

700 million social media users

62% of fashionistas on a budget are only children (Mintel, 2018)

€302,473m Apparel Market Revenue

Around 608,000 chinese students chose to study abroad in 2017 (Ministry of Education,2018)

Despite the growth in the Chinese luxury market, there are only 6.7 million consumers from the 90s with in that market.

(Mintel,2018)

Fashionistas on a budget are part of the growing middle class in China, heading for an affluent future. (Atsmon et al, 2012).

Around 16% of fashionistas on a budget are currently enrolled in higher education and around 21% are enrolled in secondary education (China statistical yearbook 2017)

The average income is 1,973 RMB for older fashionistas on a budget, and 623 RMB for younger fashionistas on a budget (p/m) (Mintel, 2019)

The typical fashionista on a budget in China receives pocket money from their parents, due to the fact their still in education.

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Consumer Lifestyle UK Free Time Activites

Living Arrangements Many fashionistas on a budget in the UK are unable to afford to move out of home after university due to student loan debt and low paying jobs. This means many fashionistas on a budget end up moving back into their family home or renting a place.

Of the renters, the majority will rent by themselves or with their partner, whilst others may rent with friends.

Fig.5 UK living situation, ONS & NUS (2016 &2019)

fig.8 Out of home activities (Mintel, 2019)

Fashionistas on a budget place a dependency on family and friends, and feel it is important to maintain these relationships - the most common activities of fashionistas on a budget usually revolves around them. The most common at home activities for Fashionistas on a budget are ‘Hometainment’, having a takeaway with friends and family or completing a fitness activity.

The most common out of home activities are going out for a meal, a drink, going to the cinema or to the theatre. (Mintel, 2019)

Education & Occupation

Fig.6 University Degrees (Universities uk, 2016)

fig.7 Employment after graduate (Universities UK,2016)

45% of adults in the UK attended university - with 17 million of these people graduating (Santander Trade,2019). The most common degrees studied in our age bracket were Business, Health Allied Subjects, Biological sciences and social studies (Universities UK, 2016) Fashionistas on a budget will typically go into a full time job after graduating university (Universities UK, 2016). The majority of fashionistas on a budget are seen working in retail, accommodation and food service, health & social work or education. (Parliament, 2017)

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fig.9 At home activities (Mintel, 2019)

Consumer Lifestyle China Free Time Activites

Living Arrangements

fig.14 Out of home activities (Mintel,2018)

fig.10 University Living Arragments (Mintel, 2019)

fig.11 School Living Arragments (Mintel, 2019)

Chinese fashionistas on a budget come from a collectivist culture, placing high importance on family values and opinions (Mckinsey, 2016). Fashionistas on a budget are likely to stay in their hometown for university (48%). Although Fashionistas on a budget do tend to stay at their university campus, many return home on the weekends. (Mintel, 2019). Younger fashionistas on a budget live at home with their parents in boarding schools or have other living situations (Mintel, 2018).

Education & Occupation fig.12 No. of students enrolling vs graduating (China Statiscal Year

fig.13 Income of fashionistas on a budget (Mintel, 2019)

Book, 2017)

Fashionistas on a budget enjoy participating in sport and value leading a healthy lifestyle - with the majority of fashionistas on a budget claiming to be ‘sporty’ - value leading a healthy lifestyle. (Mintel, 2018). They are sociable and enjoy spending time with friends and family, which is downt to their collectivist culture. Fashionistas on a budget value a happy family over being wealthy but also very work focused with many fashionistas on a budget spending their spare time studying or learning a subject outside of their course (Mintel, 2017).

fig.15 At home activities (Mintel, 2017)

Most fashionistas on a budget are reliant on their parents for money; however Female university students are more likely to be financially independent, having a part time job on campus or internship (Mintel, 2019). The most popular subject studied in china are business administration, international trade, clinical medicine, computer sciences & chinese language and literature.

(At China, 2010)

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Social Media UK & China 71%

of fashionistas on a budget use YouTube.

80%

Fashionistas on a budget make up

of fashionistas on a budget use facebook. of all we chat users.

42.5%

Fashionistas on a budget make up

30%*

of all QQ users.

39 Million Mobile 700 Million Mobile Social Media Users Social Media Users 59%

of fashionistas on a budget use Instagram

42%

Fashionistas on a budget make up

of fashionistas on a budget use Twitter. of all Weibo users.

45%*

Fashionistas on a budget make up 46% of the social media audience. 86% of fashionista’s on a budget use their smartphone to access social media.Fashionistas on a budget most commonly use FaceBook, Youtube, Twitter, Instagram and snapchat and make up the largest proportion of Facebook and Instagram users (Mintel, 2019). They are more likely to go for brands who use influencers and social media than those who don’t. (Mintel, 2019) 86% of fashionista’s on a budget use their smartphone to access social media.

Fashionistas on a budget make up

24.16%

of all Weibo users.

Fashionistas on a budget are social media savvy, using apps such as Wechat, Weibo, Douyin and QQ to communicate with friends online, search for trends and to make purchases (Hicom-asia, 2019). Fashionistas on a budget are reliant on KOL’s* when deciding which brands to buy and what is on trend; brands who have collaborated with KOL’s are often more successful (Mckinsey, 2019). * KOL’s - Key Opinion Leaders *These are approximate percentages.

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Primary Research Findings: Wardobe Safari A survey was conducted on Google Forms, asking 15 questions about shopping habits and behaviour of consumers from each country. There were 14 participants between the ages of 19 and 30, who were all located in big cities; London, Manchester and Hong Kong. The survey looked at both male and female consumers. A wardrobe safari was also conducted, looking at the wardrobes of two female participants from each country.

Chinese Consumer (Tyra Chen, 27, Hong Kong) Neat & colourful. Denim and European brands are seen - shirts and dresses are most popular.

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British Consumer (Agnes Perroto Wells, 20, London) Organised, small and simple. Home to a lot of vintage designer items which are on trend for british consumers now.

Primary Research: Survey Summary

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Shopping Behaviour & Decision Making UK Identity Shoppers

Online Shopping

Fashionistas on a budget believe that the way they dress is a reflection of their identity which influences their purchasing decisions. Fashionistas on a budget care about social justice and representation - they want everyone to be included (Mintel 2019) fig.16 % of consumers researching online (retail market oppurtunity

Around 20% of retail sales came from online shopping in 2018 (Cushman and wakefield, 2019). E-commerce is becoming extremely important to fashionistas on a budget as a way of finding out more about the clothes which they are buying, and finding the best deal or product - with many shoppers shoppers going online first to research before buying a product. However, Instore is still the preferred way of shopping (Mintel, 2019)

2019, 2018)

Ethical and sustainable

Brand Buyers

Fashionistas on a budget are likely to be seen hunting for bargains in charity shops and second hand stores online e.g depop. 70% of fashionistas on a budget are trying to make more ethical purchase decisions and are influenced by whether brands are ethical (Mintel, 2019)

Fashionistas on a budget are loyal to particular brands that offer them good value for money (Santander Trade, 2019). They are more trusting of British brands, as seen with the popularity of the brand Asos (KPMG,2018) fig.16 % of consumers recommending ASOS (KPMG, 2018)

‘7.3% Growth in the second hand shopping market in 2018’ (Santander Trade, 2019)

Social Media Inspired Fashionistas on a budget are heavily influenced by social media and what is promoted by influencers.

They use social media to find new styles and fashion trends, as well as new hobbies. Brands have a 16% higher success rate with fashionistas on a budget if they work with an influencer. (Kantar, 2018)

Brand Buyers

fig.16 % of consumers that want lasting styles (Mintel, 2019)

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Fashionistas on a budget like to take time to look at different products and deciding what to buy. They like to have a variety of choices, but want something that will last, both in terms of wear and style. Fashionistas on a budget in the UK market may indulge themselves in going out and buying a nice outfit, which suggests that they are gratifications shoppers (Arnold & Reynolds, 2003).

Shopping Behaviour & Decision Making China Online Counts

Brand Loyalty Fashionistas on a budget tend to stay loyal to their favorite brands - they look to the brands official channels for information and tend to stick to what they know when buying. However, they are 20% more likely to reach out of their top 5 brands than other consumers in China (Mckinsey, 2019)

Fashionistas on a budget have a high reliance on online services and mobile apps in order to purchase new, quality products - that being said, they still prefer to shop in store (Mckinsey 2019).

They go straight online when needing guidance on purchasing decisions, with online channels helping them to make quicker purchasing decisions.

Importance of KOLs

Fashionistas on a budget feelas though the way they dress is a symbol of their individuality and their uniqueness. (Mintel, 2019)

Fashionistas on a budget are very reliant on KOLs and social media celebrities for lifestyle and fashion advice. They are more likely to buy brands which have been promoted on social media and KOLs - Celebrities and sponsorship is one of the highest purchasing decision makers, after brands official channels (Mckinsey, 2019).

Preference for instore

Fashionista on a budget like to shop in store, despite their reliance on social media and online services. They seek guidance from family members helping to influence their purchasing decisions, with sales assistants being a large part of their final decisions. They enjoy events and pop ups which help them to connect with the brand (Mckinsey, 2019).

Fashionistas on a budget feel as though wearing designer clothing will give you power and prestige (Li et al, 2009) Something New

Super Savers Despite belonging to the ‘one child’ generation, chinese fashionistas on a budget receive low amounts of pocket money from their parents, and opt to save their money rather than spend (Mintel, 2018). Fashionistas on a budget see quality as an indicated of worth, so are likely to spend more money on these items (Mckinsey, 2019).

Fashionistas on a budget are looking for new experiences and a better quality of life, rather than just the basic necessities (Mintel 2019).

Fashionistas on a budget in China are innovators, who seek excitement and individuality through the acquisition of new products. Fashionistas on a budget are impulse buyers often making a purchase on the day of seeing the item (China Business Review, 2011).

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Conclusions and Recommendations Despite being from a different cultural, social and economic backgrounds, fashionistas on a budget from the UK and China do share many similarities; they come roughly from the same age bracket, they are both made up of male and female consumers, they tend to live at home, they feel the way they dress expresses who they are etc.

China has a much bigger consumer market to reach, fashionistas on a budget making up around 12.3% of their 1.4billion population. Fashionistas on a budget in China tend to be university students or in their final years of high school, and tend to be reliant on their parents to provide them with income. They come from a collectivist culture, which means there is a high importance placed on spending time on spending quality time with their families, and having family decisions change their behaviour. Chinese fashionistas on a budget require innovation and communication when it comes to making their shopping decisions, and are mainly seen buying products in stores, rather than online. When shopping, they are more likely to make impulse buying decisions, rather than waiting to make a purchase. Chinese fashionistas on a budget are heavily social media reliant, and look for the guidance of KOL’s for decision making.

The UK fashionista on a budget is slightly older than that of China, tending to be those who have recently graduated and are living at home, or renting with friends; they usually belong to the tertiary job sector in a junior role. They enjoy spending time with their friends and family, but seek individual happiness and wishes over what their friends and family want or believe. Fashionistas on a budget in the UK don’t have enough money to spend on clothes, due to the high cost of living and other spending priorities, so often seek out second hand clothing in order to save money at the same time as getting quality items. This trend is also a reflection of sustainability within the UK consumer, who shop second hand or in charity shops in order to enhance sustainability. UK fashionistas on a budget also require a multi channel mix when making their purchasing decisions, but are beginning to lean more towards online and mobile shopping.

Using 5 out of Mcarphie’s ‘7 P’s’ recommendations have been made for how to reach out to consumers in each of these segments.

Price

People

Brands in both markets need to ensure that

Brands in both markets need to be

their products are affordable, for those who

marketing to people in both Gen Z and

have other spending priorities, and are not

millenials; when trying to reach the

able to spend loads of money on apparel.

chinese segment you must focus on older

For the UK market, brands should consider

Gen Z and younger millennials, when

selling items in the price range of £5-50 for an

trying to reach the UK segment you must

item. For the Chinese market, brands should

focus on millenials as a whole. The con-

consider selling items in the price range of

sumer segment is made up of both men

200 - 750 yuan.

and women, however, when marketing towards the UK, it may be wise to focus on female consumers, as they are the biggest fashion buyers.

Product For both consumer markets, brands should consider providing innovative products, which are unique from the mainstream. These products should be good quality, and on trend, in order to ensure maximum sales. For the UK market, brands should consider selling sustainable products, i.e. using recycled materials, due to the growing concern for sustainability and welfare within UK consumers.

With the Chinese market, it would be smart to choose sportswear products, as it is the biggest seller in the fashion market.

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Place Big cities are the most efficient location to reach fashionistas on a budget in both markets. It is also recommended to have a headquarters in each location in order to have a stronger relationship with your target market, and to ensure quicker responses.

Promotion For both markets, you must use multi channel marketing to promote your products. This should be through a combination of online and off-line channels - classic and modern marketing. The use of celebrities, influencers and KOL’s is highly important in both markets, and can lead to a growth in sales; however you should not rely on this alone, as both markets enjoy off-line channels as well (i.e. use of billboards, flyers, word of mouth)

Consumer Insight Board - UK UK FASHIONISTAS ON A BUDGET

20% of the UKs population are fashionistas on a budget

Ages: 20-34

50% of participants actively use social media to find new trends.

Location: London, Manchester, Edinburgh Average Salary: £23,700

Key Trends: Second Hand Shopping Social Media Influencers Representation

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Consumer Insight Board - China CHINESE FASHIONISTAS ON A BUDGET

12.32% of China’s population are fashionistas on a budget

Ages: 14-24

66% of participants actively use social media to find trends

Location: Shanghai, Beijing, HongKong

Key Trends: Key Opinion Leaders Home is where the heart is Work Hard Play Hard Fitness First

Average Salary: 623 - 1,973 RMB P.20

Appendix A survey was conducted via Google Forms asking participants 15 questions about their shopping behaviour and lifestyle habits: What are your biggest challanges, What are your biggest shopping motivations, Do you use social media to find trends, Are you more influenced to purchase when something is promoted, Quantity or Quality & many more. 14 participants responded to this survey, located in London and Hong Kong. Here are the results:

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Appendix

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Appendix Wardrobe Safaris were conducted of 3 participants in order to get a grasp of what the wardrobe of a typical consumer would look like. Here is an example of one wardrobe safari which was conducted with a 19 woman from London

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