NC State University’s College of Textiles Guest Lecturer Series 2006-2007
Executive Summary

“Consumerization”

By Marshal Cohen and Sally Kay

North Carolina State University’s College of Textiles recently teamed up with Marshal Cohen, chief industry analyst of NPD Fashion Group and Sally Kay, president and CEO of The Hosiery Association (THA), to provide its Textile and Apparel Management (TAM) faculty and students the opportunity to experience first hand industry specific information throughout the year.  The theme, Consumerization, set forth the tone in which Cohen and Kay developed six programs that addressed marketing, consumer behavior and fashion.   Additionally, these presentation topics were transformed to educational programs including class discussions, student projects and research programs.

Marshal Cohen Chief Industry Analyst for the NPD Group, Inc

Marshal Cohen launched the series in September by serving as the College’s first Executive-in-Residence for 2006-2007 with his presentation entitled, “Understanding the Consumer.”   Marshal captured the audience’s attention instantly by utilizing his unique blend of consumer and point-of-sale tracking service combined with his vast experience in the areas of apparel manufacturing, retailing, and marketing.  His presentation highlights included the fact that consumers have changed more in the past year than they have during the past 5 combined; the fact that consumers are far more educated and have more purchasing choices than ever before; apparel and footwear items are receiving fierce competition from other industries such as electronics and home improvement for discretionary dollars; and that gasoline prices are beginning to take their toll on consumer spending.  Anecdotal examples from Marshal’s newly released book, “Why Consumers Do What They Do,” were infused through his thought provoking presentation and students/faculty received copies, some of which were personally signed upon request.

Sally Kay President, Hosiery Association

“Luxury Today” was the discussion topic for October’s session.  Both Marshal and Sally presented insights from varying perspectives; however, in a complementary fashion.  The objective of this session was to expound on the fact that the definition of luxury today is not measured on the same terms as it was in a traditional sense.  For instance, at one time luxury consumers were considered those who had incomes 2 ½ times larger than the average households and spent twice as much on consumer products and services.  However, in today’s environment, luxury products are available to everyone; yet the types of products vary depending on whether the consumer is categorized as an X-fluent, butterfly,  luxury cocooner or an aspirer.  The ability to lease or borrow personal luxury items such as automobiles, jewelry, designer handbags and/or shoes is affording more consumers the opportunity to indulge themselves despite their incomes.   Therefore, is the phenomenon of ‘the sky is the limit’ instilling more power in brands or is it in the products themselves?

The final session of the fall semester, “The Power of Branding,” gave Marshal and Sally the opportunity to share their insights on the importance of a brand’s ability to distinguish itself from others in the sea of sameness.  Both agreed that successful brands must be able to effectively establish a connection with the consumer, whether it’s through a persona or a humanistic behavior, the experience or the emotion that is evoked, or the value that its uniqueness conveys which consumers can easily identify with.  The power level of a brand is dependent upon being realistic, consistent, clear, creative utilization of resources and ultimately, patient. 

Branding is an important component to the students, but they are also interested in what influences fashion and how can the environment may impact the future of the apparel business?  These were of few of the questions that Marshal and Sally addressed in the first session of the spring semester, entitled, “The Future of Fashion.”  Styles, trends and seasonal directions are cyclical in nature; however both speakers focused on the fact that other forces such as technology, multi-tasking and the onset of eco-environmental awareness directly impact the fashion industry.  Consumers not only want to look good, they want products that are good for them and good for the environment.  Leveraging technology, whether it’s in the ability of the garment to perform various functions in cooling, heating, reducing odoriferous bacteria, it also has to be aesthetically pleasing to the eye.  Clothes that have MP3 or email connectivity, monitor vital signs and the ability to be self-cleaning is no longer exclusively for the crew of Star-Trek’s Enterprise. While it is important to understand that today’s consumer demands drive tomorrow’s fashions, how much in-depth information is known about the consumer and is the right information being analyzed?

Consumers have been traditionally segmented and studied by gender, age and income offered Marshal in the next session entitled, “Consumer Segmentation.”   Other categorical factors included the household size, geographic region and ethnicity.  He emphasized the fact that marketers need to re-think the ways in which they interface with consumers, i.e., focus on how the consumer feels rather than how old he/she is, how he/she does live and not necessarily where.    Realizing that consumers have multi-interests across several industries and may be greener yet still philanthropic are significant perspectives to incorporate into consumer messaging.  Products and services must have the ability to prove themselves.   And the younger consumer, many times, can be the toughest sell.

“Youth Marketing” concluded the series by offering an interacting dialogue among the students and providing real case study information.  Marshal emphasized the fact that kids (ages 17 and under) have the leading influence on purchasing decisions such restaurant selection as well as what movies a family goes to see.  He also stressed the fact that businesses should realize that youth is about discovery again and the sharing of music selections (Rascal Flatts, Nickelback, Beyonce, Eminem, or Red Hot Chili Peppers) suggests that the generation gap has closed significantly.  Sally reviewed recent student panel data gathered among boys and girls ages 8 to 18 stressing the fact that retailers and suppliers need to pay particular attention to this age group. Their ideas are deliberate in the clothes they wear, the individuals they perceive as icons, their definition of style and their concept of self image. Larger fitting rooms, better lighting and more seating is what youth seeks when trying on the latest fashions, but above all else, what they expect is brands that are better and products that are real.

In summary, the 2006-2007 Guest Lecturer Series provided a unique atmosphere that fostered interaction between industry experts, faculty and students. Additionally, it served as a solid foundation to plan future programs.          

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Last Site Revision:
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