Marketing ethnic apparel: Single or multiple consumer segments?

doi:10.1108/eb022546

Login

Welcome:
Guest

Search for:

Browse:

Resources:

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Online from: 1996

Subject Area: Marketing

Content: Latest Issue | Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Marketing ethnic apparel: Single or multiple consumer segments?

Document Information:
Title:	Marketing ethnic apparel: Single or multiple consumer segments?
Author(s):	Mary A. Littrell, (Professor of Textiles and Clothing at Iowa State University), Jennifer L Paff Ogle, (Assistant Professor in the Department of Design Merchandising and Consumer Science at Colorado State University), Soyoung Kim, (Assistant Professor in the Department of Human Environments at Utah State University)
Citation:	Mary A. Littrell, Jennifer L Paff Ogle, Soyoung Kim, (1999) "Marketing ethnic apparel: Single or multiple consumer segments?", Journal of Fashion Marketing and Management, Vol. 3 Iss: 1, pp.31 - 43
Keywords:	Apparel attributes, Ethnic apparel, Market segments, Product development
Article type:	General review
DOI:	10.1108/eb022546 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	This research was designed to generate inductively distinguishable clusters of ethnic apparel consumers; theoretical propositions describing these clusters were intended as a comparative benchmark for further research as a guidance for marketing of ethnic apparel to definable consumer segments. Data were collected from a nationwide mail survey (n = 348) of ethnic apparel consumers. Clothing benefits, attitudes toward alternative trading organisations, beliefs about world issues, personal values, patronage commitment, and demographic characteristics were measured. Consumer clusters were formed and analysed through principal component, cluster, MANOVA, ANOVA and chi square analysis. Two distinguishable clusters emerged with salient differences relative to creativity and individuality, culture-specific versus pancultural focus, body size and camouflage, interest in fashion, hedonic experience and design complexity. Recommendations for further research and for marketing to multiple consumer segments were offered.

Backfiles Disclaimer

Articles that form part of the Emerald Backfiles have been created through digital scanning. Whilst all efforts have been made to ensure accuracy, Emerald will not be held responsible for any inaccuracies. If you require further clarification please contact backfiles@emeraldinsight.com.