EFFECTIVENESS OF GLOBAL MARKET SEGMENTATION IN THE SPORTSWEAR INDUSTRY

Abstract

Researchers have paid relatively little attention to whether markets can be segmented across national boundaries, considering the increasing attention that academic literature draws from the Global Marketing Strategy (GMS). This research is based on the theory of GMS and predicts the existence in the sportswear industry of stable cross-market segments. The study collected data on demographics and evaluative characteristics by surveying a cross-national sample of Austrian, Chinese, South Korean and U.S. consumers on their lifestyle preferences. Factor analysis results identify eight lifestyle variables that can be used to support consumers in the market for sportswear. A follow-up cluster study reveals four psychographic clusters that cut across cultural boundaries: fashion pioneers, eye-catching fashion consumers, novelty seekers, and sociable followers. The analysis also examines whether the four segments can be separately discussed and demonstrates that, yes, they have different characteristics. The results encourage correlations across the global fashion markets that allow the sportswear industry to target consumer segments based on the theoretical framework.