In any era clothing and footwear were the means by which a person could eloquently express themselves to others. Of course, to meet each other “on clothes” – a trend out of time, since the clothing, its value, brand, style reflects the social status, personality traits, occupation of the owner. The value of footwear and clothing for the modern man can be estimated by finding out how much of his income he is willing to spend to acquire them. Indeed, in wardrobe must find a place for business suits and shoes, and clothing for sports and recreation, evening gowns, everyday things. How many pairs of shoes to buy himself a Russian with an average level of income during the year? Than guided the choice of brand, country of manufacture? How much influence the purchase of fashion trends? How many pairs of shoes to his children? What significance does the place of purchase for the transaction? Many answers such issues concern both producers and representatives of trade, that sells textile and footwear industries. Research agency Quans Research conducted in autumn 2007 the 14 th wave of the research project ‘lifestyle of the middle class. ” One of his tasks was to study the behavior of middle-income group in the Russian market of clothing and footwear. As a result we obtained the following data.
A key factor in the choice of clothes is its price. This selection criterion called every second respondent, who participated in the study. Price is equally important to buyers, almost regardless of gender, age and region. Only income depreciates by half the value of the price factor of dress. Quality of tailoring things as a factor in the choice of almost equal importance to price. The value of this selection criterion particularly pronounced in urban areas Siberia and the Volga, where he was mentioned 58% and 56% respectively. In Moscow and St.
Petersburg, the importance of quality tailoring in the segment of the middle class is much lower – it was called, only 43% of survey participants. Comfort and style – this is factors, which indicated 38% of respondents. Style is more important for women, comfort is important for both sexes are equally of representatives. Unlike clothing, when buying footwear quality factor of tailoring is more important than price. Almost 60% respondents who participated in the study, called the quality factor determining the choice of footwear. It should be noted that in comparison with the fall of 2006 the value of quality has decreased by 10%, though the criterion value prices virtually unchanged. This may indicate a general increase in satisfaction with the target audience of quality footwear, ie a tendency to improve its quality. Price is an important factor when choosing shoes for 53% the middle class. Of course, the significance of the factor price decreases with increasing income. Style is the third significant factor in the choice of footwear. This criterion was named 40% of the participants of the survey. The weight of this factor strongly decreases with increasing age.