Page 10 - PCB magazine compiled final PDF FORMAT

FEB 2017 ISSUE 1

INTERVIEW

Fast-fashion clothing for men, women, teenagers and children.

An interview with Dinuo Chan, H&M Retailer H&M and its associated

brands operate in 62
1. What are your views to consumers behaviour and countries with over 4,000

what are your attitudes towards them? stores and, as of 2015,
In my opinion, there are usually 4 types of consumers in a

clothing retail store excluding the people who do not buy employ around 132,000
anything. people.

Firstly, it is the one who has absolutely no idea what he or

she wants to buy, and is just looking around the store,
hoping something catches their eye. If I happen to be free,

I would offer my assistance, rather reluctantly though. This
is because they often have no idea what they are looking
for. This results in me having to serve the customer for

long periods of time, and thus unable to tend to other
customers who have a higher possibility of making a
purchase in the store.

Secondly, it is the one who has a rough idea of what kind
of design or material she is looking for and would like

suggestions on which product would best suit her. This
type of consumer just require some fine tuning from the
staff, as the staff would obviously be more familiar with the

products. These kind consumers are relatively easy to deal
with, as they usually require little assistance before they
purchase our products.

Thirdly, the one who knows exactly they wants, and finds the item on their own, or just
requires assistance in locating the product. These consumers are my favourite kind as they

are usually easier to deal with compared to the other 3, in and out, no hassle. They know
exactly what they are looking for and the only assistance they need is locating where it is.

Lastly, it is the people who are not the ones using the item, they are buying for their children
or perhaps a friend. This include parents, or maybe staff members with special discounts.

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