An exploratory study of the U.S. consumer of African fashion
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/18885 |
Resumo: | This study explores the U.S. (United States) market for clothing and apparel of African origin and design; primarily focusing on the consumer of these fashion items. It delves into the field of Marketing study with an exploratory research approach to developing a consumer profile. By reviewing current market trends and analyzing results of survey data collected for the purpose of this study, it attempts to create an initial consumer profile using demographic and behavioral characteristics. Attaining an understanding of the target consumer is a crucial factor in determining a market entry strategy for new businesses and can also provide already existing businesses with a road map to achieving their full potential. Knowing who is most likely to buy your product aids the business in crafting the most appealing brand story for their target demographic. It also provides an understanding of where they frequent and what sales channels might be most attractive. As such, the relevance of this study lies in its ability to provide a starting point of reference for African brands, designers and retailers looking to expand their reach in the U.S. market place. Results of the study revealed a predominance of female buyers between the age of 30 to 35 years of age, living within the Mid-Atlantic region of the U.S. with buying patterns which indicated a preference for in-person shopping experiences versus online, and a tendency to purchase bargain items while seeking authenticity in the designs purchased, with a keenness towards supporting artisans on the continent. Further research into the subject matter is recommended, and should be aimed at achieving a more robust review of quantitative data as well as an expanded scope of qualitative research. |
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Mike, Seju AleroEscolas::EBAPEZanini, Marco Tulio FundãoFerreira, Luís Fernando FilardiPinto, Mario Couto Soares2017-09-29T19:49:18Z2017-09-29T19:49:18Z2017-05-31http://hdl.handle.net/10438/18885This study explores the U.S. (United States) market for clothing and apparel of African origin and design; primarily focusing on the consumer of these fashion items. It delves into the field of Marketing study with an exploratory research approach to developing a consumer profile. By reviewing current market trends and analyzing results of survey data collected for the purpose of this study, it attempts to create an initial consumer profile using demographic and behavioral characteristics. Attaining an understanding of the target consumer is a crucial factor in determining a market entry strategy for new businesses and can also provide already existing businesses with a road map to achieving their full potential. Knowing who is most likely to buy your product aids the business in crafting the most appealing brand story for their target demographic. It also provides an understanding of where they frequent and what sales channels might be most attractive. As such, the relevance of this study lies in its ability to provide a starting point of reference for African brands, designers and retailers looking to expand their reach in the U.S. market place. Results of the study revealed a predominance of female buyers between the age of 30 to 35 years of age, living within the Mid-Atlantic region of the U.S. with buying patterns which indicated a preference for in-person shopping experiences versus online, and a tendency to purchase bargain items while seeking authenticity in the designs purchased, with a keenness towards supporting artisans on the continent. Further research into the subject matter is recommended, and should be aimed at achieving a more robust review of quantitative data as well as an expanded scope of qualitative research.engAfrican FashionApparel marketConsumer researchBuyer trendsConsumer profileCustomer profileAdministração públicaComportamento do consumidorConsumidores - PreferênciaMerchandising de modaModa - Influências africanasPesquisa de mercadoAn exploratory study of the U.S. consumer of African fashioninfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessTEXTSeju Mike - Revised Thesis Submission 27.09.17.pdf.txtSeju Mike - Revised Thesis Submission 27.09.17.pdf.txtExtracted texttext/plain44571https://repositorio.fgv.br/bitstreams/3932fe8f-f06f-4e4d-8ba7-9ccfd46c085c/download359d31876ee9d1ff1796f96e6e521abfMD55ORIGINALSeju Mike - Revised Thesis 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|
dc.title.eng.fl_str_mv |
An exploratory study of the U.S. consumer of African fashion |
title |
An exploratory study of the U.S. consumer of African fashion |
spellingShingle |
An exploratory study of the U.S. consumer of African fashion Mike, Seju Alero African Fashion Apparel market Consumer research Buyer trends Consumer profile Customer profile Administração pública Comportamento do consumidor Consumidores - Preferência Merchandising de moda Moda - Influências africanas Pesquisa de mercado |
title_short |
An exploratory study of the U.S. consumer of African fashion |
title_full |
An exploratory study of the U.S. consumer of African fashion |
title_fullStr |
An exploratory study of the U.S. consumer of African fashion |
title_full_unstemmed |
An exploratory study of the U.S. consumer of African fashion |
title_sort |
An exploratory study of the U.S. consumer of African fashion |
author |
Mike, Seju Alero |
author_facet |
Mike, Seju Alero |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Zanini, Marco Tulio Fundão Ferreira, Luís Fernando Filardi |
dc.contributor.author.fl_str_mv |
Mike, Seju Alero |
dc.contributor.advisor1.fl_str_mv |
Pinto, Mario Couto Soares |
contributor_str_mv |
Pinto, Mario Couto Soares |
dc.subject.eng.fl_str_mv |
African Fashion Apparel market Consumer research Buyer trends Consumer profile Customer profile |
topic |
African Fashion Apparel market Consumer research Buyer trends Consumer profile Customer profile Administração pública Comportamento do consumidor Consumidores - Preferência Merchandising de moda Moda - Influências africanas Pesquisa de mercado |
dc.subject.area.por.fl_str_mv |
Administração pública |
dc.subject.bibliodata.por.fl_str_mv |
Comportamento do consumidor Consumidores - Preferência Merchandising de moda Moda - Influências africanas Pesquisa de mercado |
description |
This study explores the U.S. (United States) market for clothing and apparel of African origin and design; primarily focusing on the consumer of these fashion items. It delves into the field of Marketing study with an exploratory research approach to developing a consumer profile. By reviewing current market trends and analyzing results of survey data collected for the purpose of this study, it attempts to create an initial consumer profile using demographic and behavioral characteristics. Attaining an understanding of the target consumer is a crucial factor in determining a market entry strategy for new businesses and can also provide already existing businesses with a road map to achieving their full potential. Knowing who is most likely to buy your product aids the business in crafting the most appealing brand story for their target demographic. It also provides an understanding of where they frequent and what sales channels might be most attractive. As such, the relevance of this study lies in its ability to provide a starting point of reference for African brands, designers and retailers looking to expand their reach in the U.S. market place. Results of the study revealed a predominance of female buyers between the age of 30 to 35 years of age, living within the Mid-Atlantic region of the U.S. with buying patterns which indicated a preference for in-person shopping experiences versus online, and a tendency to purchase bargain items while seeking authenticity in the designs purchased, with a keenness towards supporting artisans on the continent. Further research into the subject matter is recommended, and should be aimed at achieving a more robust review of quantitative data as well as an expanded scope of qualitative research. |
publishDate |
2017 |
dc.date.accessioned.fl_str_mv |
2017-09-29T19:49:18Z |
dc.date.available.fl_str_mv |
2017-09-29T19:49:18Z |
dc.date.issued.fl_str_mv |
2017-05-31 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/18885 |
url |
http://hdl.handle.net/10438/18885 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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