패션 라이프스타일에 의한 여대생 의류 시장 세분화 -패션정보원.의복추구이점.상점선택기준-

Fashion Lifestyle Segmentation of College Women′s Apparel Market: Informations Sources.Clothing Benefits Sought.Store Selection Criteria

The purpose of this study was to segment the female college apparel market based on fashion lifestyle and to develop a profile of each segment regard to fashion information sources, clothing benefits sought, and store selection criteria. The data were collected through questionnaire by random sample of 522 female college students. By cluster analysis of lifestyle factors, three groups were identified. (fashion leaders, fashion followers and fashion aversion), Three groups were then compared through multivariate analysis of variance on 11 fashion sources, 10 clothing benefits sought and 90 store selective criteria. Significant difference were found among the three groups on all these variables which indicate that fashion lifestyle can be a useful base for segmenting female apparel market and these groups are unique in terms of fashion information sources, clothing benefits sought and store selective criterias.