Análisis comparativo de los perfiles del consumidor locales con los propuestos por observatorios de moda

In recent years, society has been constantly changing and with it the lifestyle of people has been affected, so consumers have had to adapt to these changes, which is why there has been a need XVI to segment local fashion consumers. From there starts the purpose of the present investigation, which was to elaborate a consumer profile through the guidelines proposed by the fashion observatories, and by the consumer profiles proposed by Inexmoda, Wgsn and Nelly Rodi, which present a more accurate characterization. of what the local consumer is, for this reason it is taken as a reference to establish the ethnographic consumer profile of the urban sector of the city of Ambato, through the social, cultural, behavioral and economic characteristics of the consumer. The research is focused on a target group, which shows as its main need, not feeling identified with the clothing proposals that local fashion companies offer, in order to obtain a better characterization of the local fashion consumer. The methodology used for the development of the project was qualitative, which allows obtaining a greater understanding of the subject to be investigated, which is why interviews and surveys were carried out with experts and consumers, resulting in the local fashion consumer profile.

• Autore principale: Carrasco Villacis, Alain Josue (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2023
• Soggetti: PERFIL DEL CONSUMIDOR; CONSUMO EN LA MODA; CONSUMIDOR; OBSERVATORIO DE MODA
• Accesso online: https://repositorio.uta.edu.ec/handle/123456789/38547