Fashion consciousness of Chinese, Japanese and American teenagers

TLDR

Understanding the idiosyncratic motivations of teen fashion in each market is essential for merchants to capitalize on potential similarities. The study investigates similarities and differences in fashion attitudes among Chinese, Japanese, and US teenagers. Chinese teens exhibit significantly different fashion consciousness compared to Japanese and US teens, while US and Japanese teens show similar attitudes, underscoring market disparities between developed and less developed countries.

Abstract

This study examines fashion consciousness among Chinese, Japanese and US teenagers. The purpose of the study was to examine similarities and differences in attitudes toward fashion across these three markets. The results show that significant differences in fashion consciousness exist between Chinese teens and their Japanese and US counterparts. At the same time, the US and Japanese teens show similarities in their attitudes toward fashion. The findings may support the idea of market differences in fashion consciousness between developed countries and less developed countries. While there are opportunities for fashion merchants to benefit from market similarities, an understanding of the idiosyncrasies underlying motivations of teen fashion in each market is needed.