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Value segmentation of adolescents: a performance of appearance
(Taylor and Francis Ltd., 2018-05-04) Ceballos L.M.; Bejarano M.
An understanding of youth culture is fundamental for attracting new consumers. However, few qualitative studies have analysed adolescent fashion consumer behaviour. Utilising a dramaturgical framework, this qualitative research aims to understand the adolescent’s relationship to fashion by identifying the values guiding adolescent social performance. The ethnographic study proceeded with 16 participants between the ages of 13 and 18 from various socio-economic strata in Medellín, Colombia. Four value segments were used to describe these teens’ performances: Trendy, Undercover, Luxury Pink, and Free Style. The values of these adolescent consumers prioritised ‘being well respected’, ‘a sense of belonging’, ‘excitement’, and ‘fun and enjoyment of life’. Findings indicated that while some of these emerging market adolescents adhered to global generalisations made about teenagers, certain specific contextual influences were found to express their values and, by extension, their fashion wants. Additional theoretical contributions were found by examining differences in the expression of values across value segments. © 2017, © The Textile Institute and Informa UK Ltd 2017.