The fashion consumer purchase patterns and influencing factors through big data - Based on sequential pattern analysis

• Published in: The Research Journal of the Costume Culture Vol. 31; no. 5; pp. 607 - 626
• Main Author: Kwon, Ki Yong
• Format: Journal Article
• Language: English
• Published: 복식문화학회 31.10.2023
• Subjects: fashion industry; network analysis; big data; sequential pattern analysis; purchase pattern
• ISSN: 1226-0401; 2383-6334
• DOI: 10.29049/rjcc.2023.31.5.607

This study analyzes consumer fashion purchase patterns from a big data perspective. Transaction data from 1 million transactions at two Korean fashion brands were collected. To analyze the data, R, Python, the SPADE algorithm, and network analysis were used. Various consumer purchase patterns, including overall purchase patterns, seasonal purchase patterns, and age-specific purchase patterns, were analyzed. Overall pattern analysis found that a continuous purchase pattern was formed around the brands’ popular items such as t-shirts and blouses. Network analysis also showed that t-shirts and blouses were highly centralized items. This suggests that there are items that make consumers loyal to a brand rather than the cachet of the brand name itself. These results help us better understand the process of brand equity construction. Additionally, buying patterns varied by season, and more items were purchased in a single shopping trip during the spring season compared to other seasons. Consumer age also affected purchase patterns; findings showed an increase in purchasing the same item repeatedly as age increased. This likely reflects the difference in purchasing power according to age, and it suggests that the decision-making process for purchasing products simplifies as age increases. These findings offer insight for fashion companies’ establishment of item-specific marketing strategies.