![]() ![]() ![]() To contextualise the distribution of consumers in the fashion market, this classification must be well understood. For example, individuals in Gen X (1965–1981) are regarded as digital immigrants while Gen Y (1982–1999) and Gen Z (2000–2012) are regarded as digital natives ( Mahmoud et al., 2021). Individuals who fall into these classifications are considered to share similar behaviour, perceptions of reality, values and consumption patterns, which must be understood from a marketing standpoint ( Fernández-Durán, 2016 Liang and Xu, 2018 Mahmoud et al., 2021 Sima, 2016 Tan et al., 2019). The most widely used categorisation is Gen X, Y and Z ( Sima, 2016). ![]() The term is used to describe individuals who share similar political, social, cultural and economic events during their childhood ( Fernández-Durán, 2016). Generational cohort is a theoretical approach to understanding the diverse group of individuals in a society. generations X, Y and Z) ( Pentecost and Andrews, 2010). The term “fashion” is a concept that is widely accepted by committees, class or groups of people and is directly affected by marketing factors, such as low predictability, high impulse purchase, short-life cycle and the high volatility of market demand ( Fernie and Sparks, 1998 Bhardwaj and Fairhurst, 2010).ĭigital retailing in the fashion industry has gained prominence, providing ample opportunities for marketers to reach out to different generational cohorts (i.e. Today, technological revolution and the Internet have enabled the establishment of online fashion retail systems to displace aspects of the traditional store patronage ( Johnstone et al., 2013 Kautish and Sharma, 2018 Pantano and Viassone, 2015). Globally, the fashion industry contributes about US$3000 bn, an estimated 2% of the world's gross domestic product (GDP) ( Botti, 2019). The industry, over time, has added economic and material value to humanity, evolving with society, making it a very relevant aspect of human life and also a common area of research, particularly in this technology-driven world ( Bruce and Daly, 2006 Botti, 2019 Kilduff, 2005 Xue et al., 2019). The fashion industry dates back to over a hundred thousand years, right from the availability and use of textiles by mankind ( Botti, 2019). The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2021, Ogechi Adeola, Adenike Aderonke Moradeyo, Obinna Muogboh and Isaiah Adisa License ![]()
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