Article2004

Fashion consciousness of Chinese, Japanese and American teenagers

R. Stephen Parker · Charles M. Hermans · Allen D. Schaefer

113 citations0/0 files storedJournal of Fashion Marketing and Management

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Consumer Perception and Purchasing Behavior Fashion and Cultural Textiles Consumer Behavior in Brand Consumption and Identification

Abstract

This study examines fashion consciousness among Chinese, Japanese and US teenagers. The purpose of the study was to examine similarities and differences in attitudes toward fashion across these three markets. The results show that significant differences in fashion consciousness exist between Chinese teens and their Japanese and US counterparts. At the same time, the US and Japanese teens show similarities in their attitudes toward fashion. The findings may support the idea of market differences in fashion consciousness between developed countries and less developed countries. While there are opportunities for fashion merchants to benefit from market similarities, an understanding of the idiosyncrasies underlying motivations of teen fashion in each market is needed.

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References

1979Review of Psychometric theory (2nd ed.).1998Personal taste and family face: Luxury consumption in Confucian and western societies 1998Global Marketing Management 2002Profiling later aged female teens: mall shopping behavior and clothing choice 1996Hispanic and native American adolescents: An exploratory study of their approach to shopping 2003Fashion innovativeness, fashion diffusion and brand sensitivity among adolescents 2002Defining Markets, Defining Moments: America's 7 Generational Cohorts, Their Shared Experiences, and Why Businesses Should Care 2002Pronto moda Tokyo‐style – emergence of collection‐free street fashion in Tokyo and the Seoul‐Tokyo fashion connection

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