Title: Fashion clothing: retailers' perspective and business strategies focusing on market segmentation

Authors: Easwaramoorthy Rangaswamy; Girija Periyasamy; Uma Rani Srinivasan

Addresses: Amity Global Institute (Singapore), Singapore ' Amity Global Institute (Singapore), Singapore ' Amity Global Institute (Singapore), Singapore

Abstract: Business strategies to succeed retail markets are often focused on the consumer's behavioural pattern and product involvement. There is limited research focusing on fashion clothing involvement and its related management strategies adopted by retailers including market segmentation. The study describes the management strategies presently adopted by the retailers of clothes including market segmentation to keep their customers satisfied. Structured schedules were used for collecting data from 100 retailers, selected by a stratified random sampling method in Singapore. The results showed that focusing on demographics of buyers seemed to be a preferable strategy in retail trade of clothes. Practical implications include that intensively competitive world market for clothes, growth of fashion consciousness has eradicated the impediments to fashion for the masses by making affordability and availability of varieties of products. Therefore, market segmentation based on identified factors would largely benefit retailers of clothes.

Keywords: fashion; clothing; retailer; business strategies; market segmentation; buyer behaviour.

DOI: 10.1504/WREMSD.2023.127242

World Review of Entrepreneurship, Management and Sustainable Development, 2023 Vol.19 No.1/2, pp.31 - 46

Received: 15 Sep 2020
Accepted: 10 Oct 2020
Published online: 30 Nov 2022 *

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