11/1/2013
Three in four college students (74%) judge other students’ fashion choices, according to Fluent. Eight in 10 (81%) view appearance as important, and 62% feel brand name clothes are nicer than private label brands.
College students are fashion-focused. More than eight in 10 (81%) buy brands to “show off” to other students. Most (65%) prefer to shop in stores, and 51% frequently shop for leisure.
College students define value as more than just low prices. They want items that are versatile and can be worn in many ways and items that are exclusive and well-known or iconic.
College students are also more likely to hear about fashion through friends than through traditional media channels. More than nine in 10 college students (92%) trust word of mouth and recommendations from family and friends; 47% trust paid television, magazine, and newspaper ads; and 36% trust online video ads.
SOURCE: Fluent, Mark Giovino, VP Business Development, 109 Kingston St., 2nd Fl., Boston, MA 02111; 857-202-5511; markg@fluentgrp.com; www.fluentgrp.com.
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