BAPE

The researcher spoke to a Bape sales consultant in the Selfridges concession in London about the types of consumer, and it was found that: Middle-Eastern consumers bought products in smaller sizes for a tight, fitted look whereas, Asian and/or female consumers would buy larger garments for an oversized baggy aesthetic. It was said that British consumers tended to purchase products with a “normal, standard” fit. This demonstrates that Bape’s staff have acknowledged their diverse consumer base, and identified the consumer habits (Wong, 2017).