TY  - BOOK
U1  - Buch
A1  - Liedtke, Eva
A1  - Bug, Peter
T1  - Fashion consumer segmentation - USA perspective
N2  - Knowing your customer, i.e. your target market, is critical for the success of a company and its’ products. The current socio-demographic changes in the United States issue new challenges to marketers and practitioners. Actual fashion consumer seg-mentation approaches within the United States have received little attention in media and scholarly literature. Therefore, the aim of this paper is to present the existing academic literature addressing fashion consumer style preferences, particularly highlighting the most promising consumer groups within the United States: Hispanics and African-Americans. For this, a literature review was chosen with a subsequent critical discussion and comparison of both segments including findings of academic researches as well as market research agencies and actual lifestyle clustering approaches regarding these consumer groups. The findings show, whilst the published literature on consumer segmentation in the apparel industry provides only a surficial understanding of the fashion buying behaviors of Hispanics and Black Americans, it could be found that both ethnic groups are highly interested in fashion, price sensitive, and they are over indexed in apparel spending habits. Especially within the Hispanic population factors such as age and level of acculturation play a vital role in the purchasing choice of apparel, footwear and accessories and require further research.
KW  - apparel industry
KW  - consumer classification
KW  - Hispanics
KW  - African-American
KW  - fashion preferences
Y1  - 2015
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-13681
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-13681
SP  - 1
EP  - 57
S1  - 57
PB  - Hochschule Reutlingen
CY  - Reutlingen
ER  -