Consumer Segments and Behavioral Patterns

Data and Methods

To gain new insights into consumer clothing consumption behavior, we administered an online survey in Germany, Poland, Sweden, and the U.S., countries selected to provide a broad but representative spectrum of clothing markets within the Western world. Whereas Sweden has a modern and increasingly sustainability oriented fashion market, Germany is the largest economy in Europe with a major clothing market similar to that of the U.S., which is also included because of its cultural and political distinction from continental Europe. Poland, on the other hand, is representative of Eastern Europe and thus a post-communist regime, but one that largely accepts materialistic values. Because the survey questionnaire addressed not only demographics and consumer behavior throughout the three consumption phases but also concepts beyond the focus of this current study, it was split into two parts to avoid participant fatigue.