Market segmentation proposal based on Fashion consumption endorsed by digital influencers

Authors

DOI:

https://doi.org/10.5965/1982615x16392023e0009

Keywords:

consumption profiles, marketing, fashion consumption

Abstract

Market segmentation consists of defining sociodemographic and consumption attributes of potential customers of a company/brand. These elements will guide product development and marketing actions. Considering the scope of the Fashion industry, such segmentations are strictly necessary as organizations manage to devise strategies and deliver quality products and experiences. In this context, one of the contemporary strategies is using digital influencers (DI) to generate value for the customer. Such endorsements can be explained from four dimensions: reliability, experience, style/attractiveness, and parasocial relationship. Thus, this paper aims to propose a segmentation based on these dimensions and how they intersect with the purchase intention endorsed by DI. With that, 103 individuals were questioned, and the k-means clustering technique was used to generate consumption groups. It was possible to perceive three groups, called: “sweet and sassy,” “perfect rhythm,” and “involving,” with low, medium, and high purchase intention, respectively.

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Author Biographies

Ítalo José de Medeiros Dantas, Instituto Federal do Rio Grande do Norte

Master in Design by UFCG, Specialist in Communication, Semiotics and Visual Languages ​​by UBC and Fashion Designer by IFRN. He was a adjunct professor in the area of ​​management processes and quality control in the clothing industry at the Federal Institute of Education, Science and Technology of Rio Grande - Campus Caicó.

Aline Gabriel Freire, Instituto Federal do Rio Grande do Norte

Adjunct professor in the area of ​​management processes and quality control in the clothing industry at the Federal Institute of Education, Science and Technology of Rio Grande – Campus Caicó. Master and Bachelor in Textile Engineering from UFRN. Specialization in Fashion Design and Engineering and Occupational Safety.

Lívia Juliana Silva Solino, Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Norte

Professor in the area of ​​Fashion and Clothing Production at the Federal Institute of Education, Science and Technology of Rio Grande – Campus Caicó. Master in Production Engineering from UFRN and Fashion Designer from UFC. Member of the Textile, Clothing and Fashion Research Center, with expertise in product development.

Marcelo Curth, Feevale University

Professor of the graduate program in Cultural Processes and Manifestations at Feevale University, Professor at undergraduate and graduate levels of disciplines on Management and Entrepreneurship in Health and Sports. He holds a PhD in Business Administration from the University of Vale do Rio dos Sinos (UNISINOS), a Master's in Business Administration from the Catholic University of Rio Grande do Sul (PUC-RS), a Post-Graduate Degree in Business Administration and Marketing from Gama Filho University, a Post-Graduate in Education from Faculdade (SENAC-RS) and post-graduating in Mentoring Teacher Education (University of Tampere - Finland), graduation in Sports Sciences from Universidade Luterana do Brasil (ULBRA) and graduating in Business Administration from UNISINOS. Course coordinator at postgraduate level (Lato Sensu), of innovation projects with development agencies and management of programs and sports and extension projects.

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Published

2023-09-06

How to Cite

DANTAS, Ítalo José de Medeiros; FREIRE, Aline Gabriel; SOLINO, Lívia Juliana Silva; CURTH, Marcelo. Market segmentation proposal based on Fashion consumption endorsed by digital influencers . ModaPalavra e-periódico, Florianópolis, v. 16, n. 39, p. 1–28, 2023. DOI: 10.5965/1982615x16392023e0009. Disponível em: https://periodicos.udesc.br/index.php/modapalavra/article/view/23373. Acesso em: 20 dec. 2024.

Issue

Vol. 16 No. 39 (2023): Variata

Section

Variata

License

Copyright (c) 2023 Ítalo José de Medeiros Dantas, Aline Gabriel Freire, Lívia Juliana Silva Solino, Marcelo Curth

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