Title

Fashion Consciousness of Chinese, Japanese and American Teenagers

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.

Department(s)

Marketing

Document Type

Article

DOI

https://doi.org/10.1108/13612020410537870

Keywords

fashion, young adults, China, Japan, United States of America

Publication Date

2004

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