Understanding Your Fashion Consumer

Duration: 6 Hours (3 hours x 2 days)

Day and Time: Monday and Tuesday 18:30-21:30

Starting Date: 9th December 2013

Fee: 350 TL

PS. The workshop will be held in English and suitable for marketing, product and retail professionals

Knowing and understanding consumer needs is at the heart of successful fashion retail businesses. In today’s competitive fashion market anticipating and not just satisfying but exceeding consumer expectations is vital. This is achieved by understanding, engaging and empathizing with your consumer.

This workshop will equip you with what you need to know about your consumers and how to use this information to connect and engage more effectively with them. Through lectures, group discussions and brainstorming, you will generate approaches and solutions to apply to your fashion businesses.


  • Consumer Shopping Patterns In Fashion
  • The Difference Between Knowing And Understanding Consumers
  • The Dimensions Of Consumer Buyer Behaviour
  • The Stages Of Consumer Buying Decision Process
  • Influences On Consumer Behaviour
  • Fashion Consumer Segmentation, Targeting And Positioning
  • Market Research And Information For Fashion
  • Beyond Market Research – Consumer Insight
  • Creating A Customer ‘Pen Portrait’


  • Notebook and Pen

Lecturer: Bethan Alexander (B.Sc, M.Sc, PG Cert, FHEA); is a Course Director and Senior Lecturer at London College of Fashion, guest lecturers at various other Universities and runs fashion business consultancy, Brand Baker. Bethan trained in International Fashion Management, (B.Sc, M.Sc) and has 18 years of international experience within the fashion industry in product management,marketing communications and brand director roles at Converse EMEA, Kangol International and Elle Europe. Bethan is passionate about brand building, communications and customers. She set up her fashion business consultancy practice, Brand Baker in 2004, working on projects including business strategy, product, brand and retail management, market entry strategy, market research, consumer behaviour to marketing communications strategy and execution. She brings a wealth of industry experience to her teaching at higher education.

Bethan is currently Course Director for the Post Graduate Certificate in Fashion Buying & Merchandising and lectures on the MA Fashion Entrepreneurship and Strategic Fashion Marketing MA courses at University of the Arts, London College of Fashion.