There are 3 main characteristics that explain consumers' purchases :

Cultural

Buyer’s behavior is influenced by many characteristics such as culture that is recognized to be the most important factor. Culture strongly impacts consumer purchase behavior. This is an important aspect in the purchase decision process because according to the different society consumer, people don't buy the same kind of product due to non-similar lifestyles.

Social
In the fashion, there are different social factors to take into account: social class, affirmation of society group, purchasing power and personality.

Also so we already said in a previous article, our style and accessory we wear, it’s a way to affirm our belonging within an established social group.

Here are the main references groups:
  • Celebrities are important reference groups and thus one of major influencers in consumer behavior for fashion items such as watches.
  • Friends 
  • Bloggers
Thanks to fashion magazines, celebrities are put in a highlight and become real fashion icons. All accessories or clothes that celebrities could wear, influence strongly fashion consumers.

Nowadays, Internet is an integrate part in our life; we used to use it because it’s a huge information source. We can assist to multiplication of blogs and the impact they have on the consumers’ purchase decision process. Indeed, bloggers are real online influencers. Before to buy a product, fashion people used to go on Internet to check blogs, magazines in order to find the latest trends in fashion.

Personal Life style

As we said in previous lines, watch we wear reflect your personality and your lifestyle, it is link to your personality. Therefore there are different styles and watch brands according to lifestyle: sport, urban, business, etc. For example, urban people will wear more casual watch.


 CG
Sources: 
http://au.lifestyle.yahoo.com/mens-health/style/tips-advice/article/-/5925563/
http://www.philstar.com/young-star/44619/watch-wear
http://www.dreamcitysro.com//celebrites-et-leur-influence-sur-la-mode.html