Cross‐national market segmentation in the fashion industry

摘要: – To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages., A survey was administered Korean, European, US female consumers. Cluster analysis is used in an attempt identify lifestyle cultures., Four cross‐national identified. These can be labeled as follows: “information seekers,” “sensation “utilitarian consumers,” “conspicuous consumers.” Findings also reveal segment had a stronger effect on reaction set of three ads major global company (one each from French, editions Vogue magazine) than did consumer nationality., suggest it viable perhaps desirable marketers target opposed developing individual segmentation schemes country., Relatively few studies examining viability have been studies. The study provides insight building brand equity suggests standardized appropriate some marketers.