Cultural differences in fashion: Jeans focused global consumer research

May 6th, 2008 by Dr. Taly Weiss

Filed under consumer behavior, fashion, global survey, purchase

images source: theclones.fr

I would like to draw your attention to an interesting research tracing preferences of fashion clothing, denim in specific. Synovate surveyed around 7,700 people in the United States, Canada, Brazil, France, Taiwan, Korea, Malaysia, Serbia, Russia and South Africa.
I was fascinated to find so many culture differences originating in social norms:

French were the ones to show style differentiations (highly in favor of jeans in the office, while finding it inappropriate to wear in parties).

Americans report not to follow street fashion or celebrities. (I’m sure American might get tired of following celebrities. Still, I think they can’t help it…)

Russians were found highest in money spending on jeans while Americans were the lowest spenders.

Brazilians are the ones to own the most pairs of jeans.

Canadian and American women faced the greatest difficulties with purchasing the right fit.

For full survey report on jeans purchasing behavior – follow the link.

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