Ch. 6 - Consumer Decision Making

Givenchy's concept is to produce fashion, lead fashion, and explain fashion. They have made thousands of creative clothes for its specific target market, people who seek the most avant-garde fashion design. Givenchy designs today apparently considers more of the younger audiences taste. Large graphic prints like the rottweiler was a huge money cow for them. With the rottweiler design, they set out to design more patterns. Designs include birds of paradise, religous pattern and even more rottweilers. The brand just keep on its track to please the customers who want the most fashionable clothing. What other way is there is lead fashion than pleasing the younger customers? It is hard to believe but the younger generation promote the trends. If one person wear something that catches another persons eye a chain starts. Givenchy needs the younger audience to to promote its brand and new creative products.

A$AP Rocky in the Birds of Paradise tee