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| Author: | Evans, M. |
| Title: | Consumer behaviour towards fashion. |
| Journal: | European Journal of Marketing
1989 : VOL. 23:7, p. 7-16 |
| Index terms: | CONSUMER BEHAVIOUR CLOTHING INDUSTRY UNITED KINGDOM BRAND NAMES MARKET SEGMENTATION |
| Language: | eng |
| Abstract: | Complementary approaches are proposed for understanding and targeting fashion consumers. The focus is on innovation theory and self-concept theory. These are seen as being two potentially relevant approaches. Problems of fashion branding are discussed. An example is presented illustrating self-concept segmentation. The youth market is analysed. Fashion is described as almost the ideal product for expressing physical and psychological aspects of self. It is argued that the synthesis of innovation theory and self-concept theory could lead to a more targeted fashion promotion. Marketing implications are summarized. |
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