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In this assignment I am going to be undertaking GAP's position approaching this assignment. I am going to analyse Generation Y and identifying the demographic attributes using visual imaging and data. I will explore Generation Y’s media and technology preferences.

I am going to show how GAP is using customer personalisation in regard to Generation Y and show how GAP markets to this Generation influencing their purchasing behaviour.

I will provide a comparative analysis of further products Generation Y are likely to buy. I will show how GAP can improve their actions and have deeper knowledge of its customers to increase engagement, and ultimately sales.

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This is a customer who would shop at GAP. When researching about Generation Y, this consumer would currently be 39. I am going to be basing my consumer on this lady called Sarah. She lives in Surrey. Sarah is a middle class lady who shops more at high street brands.

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Age - 39 (as of 2020)
Gender - Female
Occupation - Office Assistant
Socio-economic Group - Middle to middle upper class

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I researched behavioural attributes for Generation Y.
Generation Y consume products that helps them to define who they are. They look at what is important to them and what they value in life. This reflects on their own personality or image in some cases. They use their considerable knowledge about the latest trends, images, and reputations of retailers, products, and brand names. They have the desire to make the best decision in regards price and quality. They also consider how these purchases will help them in the future or if they will serve a purpose. (Der Hovanesian, 1999)

Gen Y consumers are more aware of their purchasing power than other consumers. They are more likely to spend their cash as soon as they get it after the thought process they carry out if they should buy a product or not. (Der Hovanesian, 1999)

Generation Y won’t be “sold”; they want to be seen, known, and respected by retailers. retailers that invest in relationships through empathy, deep understanding and insight will succeed in selling to generation Y.  Generation Y stress an authentic relationship based on a deep knowledge of who they are and what makes them buy (Yarrow & O’Donnell, 2009)

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Generation Y have the personality traits of
·       Honest

·       Short

·       Direct

·       Personalized

·       Ethical

·       Humorous

·       Surprising

Generation Y prioritise happiness, diversity, social responsibility and trust. Generation Y doesn’t want to be marketed to -- they want to feel a human connection a brand and make sure their voice and opinions are heard.

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Generation Y have grown up in a world where they are surrounded by technology. Subsequently, every move they make is punctuated by technology and gadgets are as much a part of their life as food and toilet paper. However, studies have shown that Generation Y use technology for only some social media’s; not all. Their use of social media is used to stay in contact with people only.

A worldwide survey discovered that 90% of Gen Y check their emails, texts and social media accounts using their smartphones before they even get out of bed. The same survey also found that, globally, one in five will check their smartphone at least once every ten minutes.

http://www.generationy.com/about-generation-y-in-the-workforce/generation-y-and-technology/

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GAP is part of the parent brand GAP Inc. Other brands in GAP Inc include old navy, banana republic and athleta. Gap say that “American Optimism is our attitude”. They provide a casual style that is aesthetic. Gap aims to advertise as a Clean and confident, comfortable and accessible, classic and modern brand. Their collections are a modern interpretation of the denim they started with and signature pieces that are a staple for every wardrobe. Gap embraces a youthful, infectious spirit and the freedom to express individual style. (About Gap, 2008)

The Company offers apparel, accessories and personal care products for men, women and children. (About Gap, 2008)

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I created a table to show the typical consumer that would shop at GAP.

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Gap uses print and media advertising extensively as one of the main tools to communicate the marketing message to the target customer segment. The most popular platforms used by Gap Inc. include magazines, TV, radio banners on city centres and the use of online advertising through social media. GAP advertise on social media channels that their target audience would use for example, Instagram, Facebook and Pinterest. (John Dudovskiy, 2016)

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Maslov is an American psychologist and was best-known for creating in 1943 the hierarchy of needs, or Maslow´s pyramid. The pyramid is an easy way to understand something such intangible as human needs, from basic needs too abstract hope.

Maslow’s Theory Relating to Fashion Brands

Physiological needs – This for a brand is equal to the bottom line or requirement of a profit. A fashion retailer will need security in the form of capital to over operating expenses as a first basic need. This is equal to a human requiring breathing and sleep. A retailer needs to consider merchandising and human resources. Meeting these basic needs and producing a profit means that the retailer can consider further needs.

Safety Needs – For a fashion business this revolves around the competition and whether there is another business offering the products at a better price. This includes having workers trained and protected from machinery. The brand should also follow current legislations.

Belonging Needs – A human needs intimacy and friendship to feel a connection, a business creates this by attaching itself to organisations that represent the needs or causes valued by this business.

Self-esteem – In humans this is fulfilled by gaining the respect of others though unique achievements. Fashion brands do this by attaching themselves to eco-trends or doing something that is going to gain confidence for their consumers through their local sourcing and production methods.

Self-Actualisation – For a human this is discovering the meaning and narrative of their lives and their inner potential. For a fashion brand this can be interpreted by having a clear idea of the type of brand they are and the potential they can become. Self-actualisation is the need for the product of the retailer for experience the purpose that is both being sold and marketed for.

(Novick, 2019)

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Problem Recognition – In the buying cycle the first step is that the consumer recognises the problem which needs to be solved or find a way to satisfy it. This could be a problem such as finding something they need for an event. Having brand recognition is extremely important as it can be the first solution a buyer thinks of before the consumer has even started to research.

Information Search – This is gathering all information possible about the solutions. A consumer will be very thorough in his or hers search to seek out info regarding features, pricing and practicality.

Alternative Evaluation – Consumers have a list of criteria that the solution must meet and as a retailer you must know what is exactly on the list. A fashion retailer should build a buyer’s personas to understand criteria, objections and challenges. This is so a retailer can personalise their marketing techniques to the buyer’s attributes

Purchase – This is the step when as a brand you’ve guided someone from a problem to solution

Post-purchase – This is the beginning of the customers value for the company. The new goal is to create a long-term relationship between this customer and the company. This is when a brand would build brand awareness and personalising emails.

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https://www.surveymonkey.com/analyze/tLFhpoZY2HBv_2BPj8_2BmGkR5PCZYa6_2FcbULT1E35445ME_3D?tab_clicked=1&show_dashboard_tour=true&source=dashboard_list

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Affluent professionals
Generation Y in 2020 would be between the ages of 26-40. I am going to be basing my Generation Y consumer on a 30-year-old. Due to the fact they are 30 years old, the majority of generation Y would have been to university and been climbing the career ladder for at least 10 years. This means they would be living in higher priced flats and apartments set amongst larger houses. “Most incomes will be comfortably above average with people being perhaps three times more likely than average to be paying higher rate tax.” (The Acorn User Guide: Consumer Classification, 2020)

Consumers in this category tend to receive more direct marketing. They are significantly more responsive than average to a range of media channels, with the exception of TV and telephone, which they tend to feel is an unacceptable style of marketing. They use social media for keeping in contact with people via Instagram and Facebook, but then like to also use it for networking and marketing prospects particularly with LinkdIn. (The Acorn User Guide: Consumer Classification, 2020)

Some may respond to internet advertising on their phone but are less likely to respond to promoted Tweets or follow brands on social media. (The Acorn User Guide: Consumer Classification, 2020)

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(VALS Framework, 2020)

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I went to visit a  GAP store in London to take a look at the types of consumers they had in store. When browsing a noticed that all of the consumers looked over the age of 25. They all had a similar style of relaxed jeans and a t-shirt or blouse. When reviewing this, I noticed that this is the exact type of style GAP promote to their consumers.

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INTRO - 5%
- Task
- GEN and Brand

MAIN BODY - 85%
- What is personalisation?
- Demographic Attributes
- Consumer Board
- GAP (corresponding to Gen Y)
- Purchasing Behaviour

CONCLUSION - 10%
- ALL three theories