L'ÂGE SUBJECTIF PAR-DELÀ LES FRONTIÈRES : Une étude cross culturelle dans le secteur de la mode vestimentaire

This article compares the relevance of subjective age as a criterion to segment the fashion in four countries: China, South Korea, France and USA. Following the validation of a new variant scale between cultures, the article highlights the effects of subjective age on innovativeness and consumer med...

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Bibliographic Details
Published in:Décisions marketing 2006-07 (43/44), p.55
Main Authors: Guiot, Denis, Barak, Benny, Lee, Keun, Zhang, Yong, Gould, Stephen
Format: Article
Language:fre
Subjects:
Age
Fashion
Globalization
International
Market strategy
Marketing
Studies
Online Access:Get full text
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Summary:This article compares the relevance of subjective age as a criterion to segment the fashion in four countries: China, South Korea, France and USA. Following the validation of a new variant scale between cultures, the article highlights the effects of subjective age on innovativeness and consumer media habits. The results make it possible to consider a "globalization" strategy based on subjective age in the fashion industry.
ISSN:1253-0476