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Journal cover: Journal of Fashion Marketing and Management

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Online from: 1996

Subject Area: Marketing

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“Did you hear what Tommy Hilfiger said?” Urban legend, urban fashion and African-American generation Xers


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Title:“Did you hear what Tommy Hilfiger said?” Urban legend, urban fashion and African-American generation Xers
Author(s):Kimberly R. McNeil, (Assistant Professor of Marketing in the School of Business and Economics at North Carolina A&T State University), Olenda E. Johnson, (Assistant Professor of Management in the School of Business and Economics at North Carolina A&T State University), Ann Y. Johnson, (Instructor in the Department of Human Sciences at Prairie View A&M University)
Citation:Kimberly R. McNeil, Olenda E. Johnson, Ann Y. Johnson, (2001) "“Did you hear what Tommy Hilfiger said?” Urban legend, urban fashion and African-American generation Xers", Journal of Fashion Marketing and Management, Vol. 5 Iss: 3, pp.234 - 240
Keywords:Consumer behaviour, Designers, Fashion
Article type:Research paper
DOI:10.1108/EUM0000000007289 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:The purpose of this study is to examine the influence of an urban folktale on the purchasing intentions and buying behaviour of the consumer. Specifically, it examines a rumour involving fashion designer Tommy Hilfiger, in which he purportedly made disparaging statements about African-Americans. A survey of African-American generation Xers revealed a relationship between the rumour and the decision to purchase Tommy Hilfiger clothing. Implications of the findings are discussed.



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