Grey Market Segmentation in The Fashion Industry: A Cross-Cultural Perspect
04 April 2018
The purpose of the research is to determine:
-The market segmentations of older consumers in the fashion industry
-Whether these market segments cut across cultural boundaries, specifically in Singapore and the United Kingdom
-And if so, whether these segments can be effectively reached with the use of global advertising campaign
The aim of this study is to provide insight as to how marketers in the fashion industry can effectively position brands.
Keywords
Ethical approval
This study has been approved by the University of Exeter ethics committee on April 4th 2018
