Fashion marketing to women in Kazakhstan

Abstract

Purpose

The purpose of this paper is to explore consumer behavior regarding women's decisions concerning fashion in the emerging marketing of Kazakhstan.

Design/methodology/approach

Literature review formed the basis of the questions asked to several focus groups and in‐depth interviews of 48 Kazakhs representing the average age of Kazakhstan. The approach of the paper is exploratory as there is not a lot of research concerning the Kazakhstani marketplace.

Findings

Kazakhstani women are becoming aware of their rights to choose clothing and location of purchase. They expect to be treated with respect. The women are value conscious, thinking brand names enhance the value of clothing and will shop sales regardless of the actual discount. Kazakhstani women are extremely fashion conscious and look to the media for current fashions. They are wary of anything coming out of China. There are five market segments into which these women can be divided.

Research limitations/implications

The study was done in Almaty and may not reflect people outside urban Kazakhstan.

Practical implications

Kazakhstan is opening as a marketplace. In order to understand how to market in Kazakhstan, firms must understand what is wanted and this paper begins this exploration.

Originality/value

This market is unexplored both academically and by many clothing manufacturers. This market is opening and thus information concerning the marketplace is necessary.

Citation

Low, P. and Freeman, I. (2007), "Fashion marketing to women in Kazakhstan", Journal of Fashion Marketing and Management, Vol. 11 No. 1, pp. 41-55. https://doi.org/10.1108/13612020710734391