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Perception of appearance and use of appearance products among Chinese women

Karen Kaigler‐Walker (School of Business, Woodbury University, Burbank, California, USA)
Zelda L. Gilbert (Department of Psychology, Woodbury University, Burbank, California, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 18 September 2009

2664

Abstract

Purpose

The purpose of this paper is to determine and assess generational differences in Chinese women's perception of appearance and appearance products that can be explained by the political, economic, and social policies of China over the past 40 years.

Design/methodology/approach

This is an exploratory research using focus groups and a survey. Three age cohorts of Chinese women, those who came of age during the Cultural Revolution, those who came of age during the early and mid years of China's economic reforms, and those born after the implementation of China's one‐child policy and the market economy, are assessed as to their perception of appearance and use of appearance‐related products. Six cohort differences that could be attributable to these socio‐economic‐political events are found.

Findings

Significant differences between the age cohorts are found on four of six appearance‐related factors – sources of fashion information, happiness in purchasing new apparel, confidence in appearance, and preference for purchasing luxury goods.

Research limitations/implications

Although the study identifies cultural and generational constructs of Chinese women's perception of appearance and use of appearance products, due to its exploratory nature the findings are not generalizable to the larger Chinese community. In addition, to provide a more complete understanding of the generational differences, future research needs to take into account additional demographic information such as education and income.

Originality/value

No previous study has attempted to determine the impact of China's economic, social, and political policies on generational cohorts of Chinese women as to their perception of appearance and use of appearance products. Fashion marketers will benefit, as understanding these powerful determinants of purchasing behaviour are paramount to successfully planning, developing and marketing of apparel products.

Keywords

Citation

Kaigler‐Walker, K. and Gilbert, Z.L. (2009), "Perception of appearance and use of appearance products among Chinese women", Journal of Fashion Marketing and Management, Vol. 13 No. 4, pp. 553-565. https://doi.org/10.1108/13612020910991402

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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