Culture

Cultural Influences on Clothing Preferences among African Immigrant Women in the US

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Abstract

African immigrants are a major growing consumer market that retailers cannot ignore. The purpose of this study was to examine the influence of culture on the clothing preferences of African immigrant women in the US. Berry's (1997) Acculturation framework was used for this study. A purposive sample of African immigrant women, participated in this study. Data were analyzed using descriptive statistics, ANOVA and Chi Square. Results revealed that there is a relationship between the length of stay in the US with religious value, price value, social value, and preference for clothing style. In addition, the women would not buy provocative or revealing clothing. Results are useful to brand marketers and entrepreneurs targeting this consumer group, giving insight into clothing preferences and changes that occur over time while assimilating into a new culture.

How to Cite:

Opiri, J. A. & Romeo, L., (2017) “Cultural Influences on Clothing Preferences among African Immigrant Women in the US”, International Textile and Apparel Association Annual Conference Proceedings 74(1).