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Research into social class enables marketers to build social class profiles which then provides a general illustration of the values attitudes and behaviour that separate the members of those social classes Bednall et al 2001 361 This research can then be used when developing marketing strategies for a product or service Clothing Fashion Shopping A consumers self-concept or self-image as well as their perception of their own social class membership directly influence their decisions on the clothes that they purchase and the way that they choose to shop Bednall et al 2001 361 For instance lower-middle-class consumers may prefer the more widely known or mainstream brands such as Nike or Levis as well as brands associated with well-known celebrities whereas upper-class consumers are more inclined to purchase the more sophisticated subtle and distinguished brands such as imported clothing or Armani Accordingly these organisations will then develop a marketing strategy that best suits the main social class that their brand identifies with For example a large part of the success of Macys department store is credited to the companys strategy of designing and marketing each of its campaigns so as to appeal to specific consumer classes by developing the brand around consumers demographic lifestyles OLaughlin 2003 16-17 Macys have found that this is cost-effective and are continually developing and improving both the private labels brand and strategy Social class also plays a role in where consumers choose to shop The mass-market stores such as Coles K-Mart and Best Less attract the lower-middle-class and middle-class consumers while the more expensive specialty stores such as Grace Bros David Jones and Jag tend to attract the upper-class consumers who can afford the added expense Bednall et al 2001 362 As well a consumer is likely to avoid a store which they know is aimed at a social class different from theirs As a direct result Macys developed a new strategy aimed at revamping the stores
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