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Demographic Characteristics, Consumer Values and Personalization Strategies of Apparel Brands  

Kim, Yeon-Hee (Dept. of Clothing & Textiles, Hanyang University)
Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
Fashion & Textile Research Journal / v.9, no.3, 2007 , pp. 303-311 More about this Journal
Abstract
The apparel market is extremely competitive and thus apparel manufacturers should try to maximize consumer satisfaction with cost-efficient but consumer-oriented strategies. Personalized strategies considering each consumer's characteristics have to be developed. The purpose of this study is to investigate the effects of consumers' characteristics on personalization strategies of apparel brands. Investigating personalization based on consumers' values and demographic characteristics will allow apparel manufacturers to attract target consumers. A survey method was used for the empirical study. Questionnaires from 420 respondents were analyzed using factor analysis, cluster, t-test, and ANOVA. The results indicated a significant influence of consumer values on customer service-related aspects of personalization. Female consumers demanded product- and information-oriented factors of personalization. Age, residential area, and clothing expense also had significant influence on the need for personalization of apparel shopping.
Keywords
personalization strategies; consumer value; demographic characteristics;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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