TY  - BOOK
U1  - Buch
A1  - Laake, Christina
A1  - Höler, Lisa Marie
A1  - Bug, Peter
T1  - Consumer segmentation in the fashion industry : evaluation of consumer segmentation models in Europe and the USA and their future relevance for fashion companies
N2  - Purpose of this research paper is to assess the state of the art concerning the relevance of consumer segmentation models in the fashion industry with regards to current changes in technology, market structure and consumer behavior.
The paper is composed of a qualitative literature review and an empirical study in form of a survey. They are contrasted in order to identify both similarities and differences.
Findings reveal that consumer segmentation is still relevant. Notwithstanding, an adaptation of classification models is necessary according to occurring changes. External models, segmenting consumers by means of lifestyle or fashion typologies, are used. However, it is striking that most companies of the empirical study already apply internal segmentation models with tendency to rise. Moreover, research has shown that consumer classification models in the USA make use of different criteria than in Europe.
Language barriers within the literature review and a low sample size in the empirical study give research limitations. Future management implications can be directed to the identification of procedures for the efficient application of internal segmentation models.
KW  - consumer
KW  - segmentation
KW  - fashion
KW  - consumer segmentation
KW  - fashion industry
Y1  - 2015
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-13620
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-13620
SP  - 1
EP  - 59
S1  - 59
PB  - Reutlingen University
CY  - Reutlingen
ER  -