“ITS A CULTURAL THING.” A COMPARISON OF CULTURAL CONSUMER BEHAVIOUR IN THE FASHION INDUSTRY.

Abstract

Due to the infiltration of western culture in the East, cultural norms are changing impacting consumers in emerging economies such as China. Assumptions about cultural variations have been challenged and it is evident that the motivations of consumers are influenced by a number of factors. Consumers are using fashion as a way of expressing themselves and global trends within the fashion industry seem to be emerging. This study aims to establish the extent to which fashion consumption is influenced by culture. It aims to analyse whether culture has a significant impact on aspects of consumer behaviour in relation to the fashion industry. It will also investigate whether there are any other contributing factors affecting buying behaviour and will assess how fashion consumption differs across two contrasting cultural perspectives. Both China and the UK are used as a case study for this research with Chinese and UK students taking part in focus groups to investigate the chosen topic area. This gives opportunity for comparison of consumers from the ‘East’ and the ‘West’.