Walking down the high street doing my Christmas shopping I noticed men and women wearing leather gloves. Fair enough it’s getting colder, but I swear that in previous years there wear not as many people were leather glove wearers. I have started working for a glove company, hence my added interest, yet from a marketing point of view it is something I need to be aware about.
More celebrities seem to be wearing leather accessories, especially gloves. The most noteworthy is Lady GaGa, the ‘Fame Monster’ as she likes to be known. Lady GaGa without fail seems to be wearing a pair of gloves, accessorising whatever extreme fashionable outfit she is wearing. Each of the music videos of hers she is either wearing designer leather or PVC gloves, and when out of the showbiz limelight, she has been snapped frequently wearing leather gloves. As she can be considered as the ultimate ‘it’ girl, it is only a good thing from the glove industry, with many companies wanting the Fame Monster wearing their gloves.
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Singers Rhianna, Beyonce Knowles and Lily Allen have all recently been photographed featuring a pair of gloves, with Lily Allen featuring wearing a lovely pair of long opera gloves. Surely by having photos of celebrities in the gossip and fashion magazines featured wearing winter protecting gloves will have an effect on the buyer behaviour of consumers.
Of course, I should not lose foresight that the winter months will obviously imply that there will be a boom in sales of winter clothing accessories, yet seeing the variety of leather gloves been worn is fascinating. Most stores will have scarves, have and gloves at point of purchase, hoping that impulse will kick in for purchase. A purchasing impulse stems down into the three areas of buying behaviour; cognitive processes, behavioural factors and environmental influence. People will not necessarily be influenced by they thought process and that they need a pair of gloves. People generally see or feel a change in the weather, thus reflected in what they wear and buy. Gloves sell when it is cold, or there is a drop in temperature. So, the fact Lady Gaga and company wearing gloves shouldn’t be an influence. Well, the fact the girls in the street are wearing similar styles suggests that they have searched for the particular design to accessorise the outfit, so cognitive processes have been utilised. Either way, it is good to see gloves been worn. Definitely the best time of the year!
JG Ireland is a fashion marketer for a gloves company. His articles give an insight into the life of the gloving industry and how culturally aspects of every day life affect peoples decisions when they buy leather gloves.
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