Psychographic: The values in the 90’s, particularly in 1996, were mostly body concerned. The supermodel era was beginning and women were conscious of their weight and how their body looked in clothing. This affected the mentality of the consumer and the sale of fashion during this time.
Advertising/Marketing: Sexuality and nudity was a huge part in advertising in 96’. In relation to the psychographic information, body image and the lack of diversity in ads were both related. There was also a masculine trend during 96’ with fashion and it showed through in the advertisements in relation to the look of models, poses, and accessories in the marketing campaign.
Economic: The year 1996 was an election year in America. Past elections have shown a rising trend in economical status during this time. Although 2008 could be the exception, this rise in economical status affects consumer confidence and can have positive effect on the market in general.
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