Using values and shopping styles to identify fashion apparel segments

Abstract

PurposeThe purpose of this study is to segment consumers using personal values and to link the resulting typologies with shopping styles for the fashion apparel (FA) market.Design/methodology/approachThe Schwartz value inventory (SVI) was suitably modified for the Spanish fashion retail consumer context using expert and consumer panels and then administered. Firstly, principal components analysis was conducted to identify the motivational value types and compare with Schwartz. Secondly, cluster analysis was used to create a typology of Spanish fashion consumers. Finally, ANOVA analysis was conducted to link the consumer typology with a typology of shopping styles.FindingsEleven motivational types of consumer values were found (congruent with Schwartz's results), however with slight differences leading to the uncovering of Spanish culture‐specific motivational types such as “ecology”, “inner peace” and four distinct motivational types of “self‐direction”. This further led to the emergence of four fashion retail consumer segments which could be linked to shopping styles with six of the eight shopping styles showing significant differences across segments.Research limitations/implicationsResults may vary with cultural context and consumer industry context suggesting future research opportunities.Practical implicationsCultural differences in consumer values cannot be ignored even amidst globalization. Therefore, the use of consumer values for Spanish fashion retail consumer segmentation and its further link with shopping styles has significant implications for fashion retail marketers as it can be used to plan the retail marketing mix strategy.Originality/valueThe study has originality and value since the results provide interesting empirical evidence of the usefulness of personal values as a consumer segmentation tool, and expand one's knowledge on the relationship between cultural values and consumer shopping behaviour in a critical but neglected research domain; the Spanish fashion retail context.

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“…Environmental beliefs and values are concepts that have been widely assessed in academic research (Ellen, Wiener, & Cobb‐Walgren, ; Oh & Abraham, ; Sarabia‐Sanchez, De Juan Vigaray, & Hota, ). Many of these studies sought to understand the influence of consumers’ environmental beliefs on their probability to purchase organic or sustainable goods.…”

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“…Consumer value is a key concept in the marketing discipline (Overby et al, 2004;Dodds et al, 1991). Although PV has been widely discussed at a generic level (Sweeney and Soutar, 2001;Sarabia-Sanchez et al, 2012) and explained in terms of customer needs and what is desirable (Bevan and Murphy, 2001). The values have been conceptualized "as the enduring beliefs people hold about specific modes of conduct they believe are important and as the guiding principles in a person's life" (Limon et al, 2009, p. 33).…”

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