Turkish and German Adolescents’ Clothing Motivation, Brand Sensitivity and Fashion Orientation: A Comparative Study

Abstract

To identify the factors that affect young consumers’ clothing and brand preferences is vital for the development of international marketing strategies. In international markets, it is suggested to research local culture and take culture adapted decisions. On the other hand, international companies also aim to provide standardized marketing activities to the markets by considering the similarities in consumer preferences and aiming to reduce costs. Within the scope of the research, clothing motivation, brand sensitivity, fashion innovativeness, fashion opinion leadership and fashion involvement of 153 adolescents aged between 12-18 were measured. Findings indicate that differences arise not because of their nationality (German vs. Turkish) but demographic characteristics like gender and age of the adolescents. This research is designed to guide the marketing activities of Turkish apparel companies operating especially in Germany.