Cover Cost Per Wear with Fashion Shoppers

High fashion inevitably clashes with high sustainability. Fashion is, by definition, fleeting, not sustainable. From this perspective, the term “fast fashion” seems comfortable. But with consumer behavior researchers using the term to mean inexpensive clothing produced rapidly to fit current trends, the practice of fast fashion is, by that definition, uncomfortable for many people. Compared to sustainable merchandise, fast fashion items are discarded quickly, producing offensive waste both in the inputs and especially the outputs.
     To nudge fashion shopper preferences and purchase intentions toward the less wasteful, highlight the comparison, say a pair of researchers from University of Bath and University of Cambridge. To avoid the clash of high fashion with high sustainability, make the basis of comparison what pays off directly for the individual consumer—cost per wear (CPW), which divides the estimated price of a garment by the estimated number of potential wears the garment provides, thus quantifying its economic value.
     In a set of studies, the researchers demonstrate how communicating CPW shifts preference away from cheaper, low-quality options and toward more expensive, high-quality options if the fast fashion and slow fashion alternatives are presented together, the slow fashion alternative does have a lower CPW, and the shopper is interested in greater economic value for money spent. Citing CPW numbers is more effective than citing non-numeric durability claims. The effect is stronger when the CPW figures are accompanied with certification by a respected organization. Perhaps this is because the prices of the garments and the number of wears are necessarily rough estimates.
     The value of discussing usage frequency extends beyond high fashion clothing. How often a shopper would use a purchased item influences how satisfied they’ll end up being with the item if purchased. Yet researchers at IE University, Universidad Adolfo Ibáñez, and Fundação Getúlio Vargas observed how infrequently retailers discuss probable durable item usage frequency with shoppers. In the studies, shoppers also brought up only rarely the predicted frequency of use as among their reasons for purchasing something.
     To improve well-informed shopping and reduce regrets among customers, discuss the likely frequency of use. With multifunction or multifeatured products, discuss the different ones, to the degree that your time and the shopper’s patience allow.
     But the research produces a caution: When covering usage frequency, talk to the shopper as an individual. Avoid averages and comparisons to others, especially when dealing with shoppers who are likely to compete with others.

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Weigh Disposal Over Depletion for Less Waste 

Serve Up Benefits Per Serving 

Mention Usage Frequency Frequently

Badge Frontline Employees to Curb Badgering

The studies by researchers at Queensland University of Technology and Tecnológico de Monterrey address the problem of store shoppers verbally abusing frontline employees who carry responsibility for selling to the shoppers and resolving their complaints. The researchers cite prior studies which show how the yelling, insults, threats, and demeaning language undermine job performance and increase employee intention to quit their job.
     The simple technique validated by the current studies to ease the problem is to have each frontline employee wear a badge announcing brief information about the individual. In the studies, this information, which appeared on a label positioned below the badge with the employee’s first name, included text such as “I’m a Daughter,” “I’m a Dad,” and “I’m also a local.”
     The researchers’ explanation for the effect is that the self-disclosure humanizes the employee, which leads customers to treat the employee more respectfully. The employee becomes less likely to be seen by the customer as an inferior status object whose job is confined to fulfilling the customer’s whims and absorbing the customer’s frustrations.
     In some cases, you might want the under-badge message to read, “This is my first week on the job.” Your shoppers should know that your frontline staff are experts. Yet a trio of researchers at University of Bordeaux and KEDGE Business School find a payoff in boldly proclaiming that an inexperienced frontline staff member is, in fact, not yet an expert and will consult with others. If there’s a service failure during the subsequent sales transaction, the customer is more forgiving of both the employee and the retailer and, if the customer has already built an attachment to the retailer, is more likely to return in the future than if the warning of inexperience had not been provided.
     Even with the under-badge technique, we can expect some verbal abuse of frontliners will continue. Studies at University of Edinburgh, University of Sydney, and UNSW Business School indicate that a helpful technique in response to this is to encourage the employee to step away from the workplace after being verbally abused.
     Positive results were for brief breaks. The researchers point out how prolonged absences from the service setting decrease employee performance. There are more uncompleted tasks to be made up, and irritation of other staff disrupts teamwork. However, a short retreat after incivility is different. A little snack can ease exhaustion. Chatting with colleagues can restore perspective.

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Proceed to Protect Your Staff from Insults  

Declare Inexperience to Experience Forgiveness

Retreat Briefly After Incivility 

Anticipate Black Friday Syndrome 

Announce Commonalities with Shoppers

Prepare for Pickiness to Pale

People who consider themselves socially advantaged are more picky consumers than are people who consider themselves socially disadvantaged. The University of Iowa researchers who conducted the studies supporting this finding defined pickiness as a willingness to acquire a product only if the product is at or close to ideal.
     Are those study findings telling you something you didn’t know already? My guess is no, the findings do not.
     Okay, since the findings appear to be common sense, is there anything to be learned to assist in improving your marketing profitability? My argument is yes, the findings can, but only if you dig deeper than the what to ask about the why.
     Based on their hypotheses and study results, the researchers say the effect of social advantage on pickiness cannot be completely explained as being due only to the advantaged having greater resources with which to access and possess items. Entitlement also matters. Even when the other factors are accounted for, the socially advantaged feel more entitled to be picky than do the socially disadvantaged. Entitlement is the feeling that you are more important and more deserving than inferior others.
     This sense of entitlement is related to what the researchers refer to as Social Dominance Orientation. In my email exchange with Prof. Bryce Pyrah, the primary researcher, he writes, “People who endorse inequalities (those high in SDO) demonstrate the differences that those who are advantaged are pickier than those who are disadvantaged because of entitlement. Those who challenge existing inequalities do not show these differences on entitlement or subsequent pickiness.
     “This sense of entitlement arises due to people's general motivation to justify the current hierarchy and their place in it. That is why those who are advantaged tend to feel more entitled, as they believe that their standing in their hierarchy is justified, and thus feel like they deserve more. And so, those who are low in SDO (or those who challenge the hierarchy) don't show this pattern.”
     I contend that your understanding of this why will be helpful by giving you a heads-up to prepare for pickiness to fade somewhat in the future. At present, there are deeply-entrenched wealth, racial, and ethnic inequalities in society. However, rumblings of a drive to moderate these inequalities can be seen in public polling. I anticipate reductions in entitlement deriving from our culture’s Social Dominance Orientation in the foreseeable future.

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Offer Poor Items to Low Self-Esteem Shoppers 

Box In Gift Shoppers for the Picky 

Hover Within the Shopper’s Power Level 

Insulate Perfectionists from Unwise Risk

Hew to Humility when Highly Handsome

Abundant attractiveness in a persuasion agent can alienate consumers. Shoppers who perceive themselves as being less attractive might respond negatively. For instance, women browsing through cosmetics in a store compare themselves to how others in the store look. If the comparison comes across with the shopper thinking they end up on the short end, the chance of a sale drops.
     Researchers at University of Dayton, University of Oregon, and TEKsystems saw this beauty backfire effect with fitfluencers—social media content creators specializing in workout, nutrition, and lifestyle guidance. This is a realm where we’d expect physical attractiveness to be appealing, but, at the same time, expect physical attractiveness to jeopardize relatability and produce unpleasant self-other comparisons. In the study, those expectations were met. Fitfluencers rated as highly attractive received lower consumer engagement than did those rated as moderately attractive.
     But the researchers then found a way around the effect: Show humility. For some participants in that study, the caption below a photo of the influencer read, “Just so you know… I haven't always looked like this. It's taken a lot of hard work, but true greatness takes time,” while for the other participants, the caption read, “Just so you know… I've always looked like this. I work harder than the rest, and true greatness is reserved for champions.”
     When the photo was of a moderately attractive fitfluencer, there were no differences in the participants’ ratings of relatability based on the humble versus proud caption. But with the highly attractive fitfluencer, the first caption produced greater participant ratings of relatability than did the second one. Further analyses showed that this greater relatability resulted in greater viewer engagement.
     Curbing the negative responses allows fitfluencers and the many other sorts of persuasion agents to realize documented gains from handsomeness. People are generally more likely to be persuaded when the face-to-face influence agent is good-looking. Pretty solicitors for charitable contributions collect more money. Beautiful store salespeople produce bigger market basket totals. Political candidates whose facial features are symmetrical are more likely to garner votes for themselves and for their causes.
     Humility helps in other retailing areas, too. A decade ago, Starbucks was said to be bragging too much about their ability to be an authentic coffee experience. Customers gave up on Starbucks and aimed for other shops which showed humility. Brands perceived as arrogant might attract through exclusivity, but often repel via intimidation.

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Beautify Persuasion Transactions 

Stay Humble When It Comes to Handcrafted 

Look Out for Where They’re Gazing