What is Fad Merchandise

The customers' profile is evolving at an enormous pace. The differences between retailers are not significant in terms of value delivered; hence it is important that they understand the customer profiles and create differentiation by fulfilling the customers' needs. Looking at the shopping orientation of the shoppers, it indicates that the shoppers seek emotional value more than the functional value of shopping. Over the years, the shoppers' orientation towards this routine activity has been changing. The innovations brought by retailers and marketers in the practice of retailing have been providing new paradigms in the way shoppers have been disposed towards their act of shopping. This has also led to a body of knowledge that aims to understand the orientation of shoppers towards shopping and utilize it to develop typologies.