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Fashion consciousness of Chinese, Japanese and American teenagers

R. Stephen Parker (Southwest Missouri State University, Springfield, Missouri, USA)
Charles M. Hermans (Southwest Missouri State University, Springfield, Missouri, USA)
Allen D. Schaefer (Southwest Missouri State University, Springfield, Missouri, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 1 June 2004

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.

Keywords

Citation

Stephen Parker, R., Hermans, C.M. and Schaefer, A.D. (2004), "Fashion consciousness of Chinese, Japanese and American teenagers", Journal of Fashion Marketing and Management, Vol. 8 No. 2, pp. 176-186. https://doi.org/10.1108/13612020410537870

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited