Motivation “is the process that leads people to behave as they do and it occurs when a need is aroused that the consumer wishes to satisfy” (TEXTBOOK).
We all have motivation for different things, but no matter what we always have a motivational drive, for something, in some way. Our motivation shapes our decisions, particularly within a social context. It is an important component for businesses to understand to help them shape their campaigns in response to the strongest motivational factors noted.
There are many different elements that play into business’ ideas of how to address these motivations, and sometimes they can even interchange between two opposing ideas to try and capture more of the market and experiment with various campaigns to gauge responses and success.
With so many elements to motivate it is vital for businesses to recognise the most fitting for their industry. TEXTBOOK discusses the expectancy theory which is a perspective when an individual’s motivation may be pulled from an expectation of achieving external outcomes rather than pushed from within. Forever 21 can take advantage of this fact through their campaigns as fashion, as a larger part of society, is connected to fitting in and being part of the larger community. Fashion helps achieve and satisfy the external needs we feel.
When looking into social situations and motivational thoughts, there are two distinct patterns and attitudes individuals can have in relation to the fashion industry: firstly, to be a strong and independent individual who has their own style or secondly, to be part of the crowd fitting in with the latest fashion and trends.
These ideas can be broken into different patterns of ‘needs’ within the individual:
Need for Affiliation: This is the longing to be included within the company of others. Forever 21 have created a substantial brand image surrounding social cohesiveness and style. Their ability to start trends continues to see them as one of the top fashion brands.
They ran an Instagram campaign where they asked their consumers to hashtag #F21xMe when posting outfits bought from them online, to create trends and styles amongst shoppers and to build the community around them. This motivated consumers to join in and essentially become part of the Forever 21 brand.
Need for Uniqueness: On the flip side to this there is also some element in which they want people to allow for creative individualism. Forever 21 did not want to limit themselves and so through their campaign #weareforever21 that are promoting consumers individual traits as well as the inclusiveness of the brands. The introduction of this campaign also saw the first ever Philippine brand ambassadors.
Through the use of these two different hashtags and campaigns Forever 21 has allowed consumers to choose what motivates them to be a part of the brand and to follow which need drives them the most. Forever 21 are able to monitor and understand their target market more through these promotions. (The #F21xMe currently has a lot more posts, however it has been around longer than the #weareforever21 campaign)
Most consumers are very goal-orientated when shopping, they are motivated to find an outfit for a particular occasion, they often found that their needs are not satisfied continuously (changing events, changing needs), hence why there are returning customers. One of the biggest players from motivation can be the consumers desires to have product-specific goals, this is when they desire branded products to fulfil their needs. Forever 21 is attempting to position themselves into this positive brand nature to stimulate and satisfy the needs and motivations of consumers.
Forever 21 attempts to use positive motivations, which is a driving force toward some object or conditions and compliment it with approach goals a positive goals toward which behaviour is directed.
Forever 21 is classified as a more emotional thing as sconsumers selcte based upon personal or subjective criteria
Latent motives may be that rhe person wants to look good and seem really ‘hip’
hedonic reponses may involve emotional fanatsisties –thinking longily about soemthing.