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Title: Fashion buying criteria of X generation consumers in Hong Kong
Authors: Leung, JW
Taylor, G
Keywords: Fashion
Consumer behaviour
Hong Kong
Issue Date: 2002
Publisher: Emerald Group Publishing Limited
Source: Journal of fashion marketing and management, 2002, v. 6, no. 1, p. 63-76 How to cite?
Journal: Journal of fashion marketing and management 
Abstract: Marketers cannot neglect the X Generation, yet targeting this group has proven difficult, since "Xers" reject any segmentation and marketing techniques that attempt to generalize their characteristics. The targeting is made more difficult due to their advertising‐literate subculture. In this paper, the fashion purchasing behaviour is examined and the results of a survey conducted in Hong Kong are reported. Fashion marketing strategies are suggested for marketers to promote their merchandise to this group of consumers successfully.
ISSN: 1361-2026
DOI: 10.1108/13612020210422473
Appears in Collections:Journal/Magazine Article

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