A Cross-Cultural Comparison of United States and Austrian Fashion Consumers

ABSTRACT

This study investigated the purchase behavior of fashion leaders and fashion followers among U.S. and Austrian fashion consumers. Extending results from previous research on fashion adoption and cross-cultural studies of fashion behavior, hypotheses were developed relating timing of adoption and consumers' national culture. A survey instrument was constructed, tested, and administered to consumers in the U.S. and Austria. Evaluation of the hypotheses indicated fashion innovators in the U.S. are similar to fashion innovators in Austria. Innovators in each country are significantly different than fashion followers. Based on these findings, recommendations are provided for market segmentation, promotion, and retail strategy.

KEYWORDS:

• Fashion innovation
• cross-cultural fashion behavior
• fashion followers
• fashion consciousness
• fashion adoption

Notes

^a Scale is 1 (strongly agree) to 5 (strongly disagree).

^b Scale is 1 (frequently) to 5 (never).

^c Scale is 1 (less than or equal to $25/month) to 9 ($201 or more/month).