Are your customers suffering from denim blues?
by lihi lothan - May 11th, 2008 12:56 am
An interesting research tracing preferences of fashion clothing, denim in specific, was recently published. Synovate surveyed around 7,700 people in the United States, Canada, Brazil, France, Taiwan, Korea, Malaysia, Serbia, Russia and South Africa.
Some interesting culture differences originating in social norms:
French were the ones to show style differentiations (highly in favor of jeans in the office, while finding it inappropriate to wear in parties
Russians were found highest in money spending on jeans while Americans were the lowest spenders.
Brazilians are the ones to own the most pairs of jeans.
Canadian and American women faced the greatest difficulties with purchasing the right fit.
Why is this interesting? If your clients are American and Canadian women, help them build their personal online shopping experience by giving them an online tool to help them find their right fit:
• Ask them to select their shape (you may also ask for their measurement to get detailed information) and recommend the right fit and color (check MyShape.com)
• Give them style tips and feature complimentary items
• Have an “Ask Our Stylist†email address to which they could mail their fit and style questions
• Add customers’ reviews and ratings features to the products, enabling them to share their comments about the different shapes
If you have French clients, feature different complimentary items which are more suitable for casual and office environments, and if you have many Brazilian clients – it’s a good enough reason to go to next year’s carnival 
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