Abstract

Successful marketing strategies for clothing business are strongly dependent on understanding the way in which consumers become involved with clothing product before making a purchasing decision. This study revealed that African-American college students have higher mean scores of clothing involvement than the other ethnic consumers have, which is caused by the highly skewed distribution pattern of clothing involvement. 240 completed data were analyzed to explain such unique characteristics of African-American students’ consumption behavior using multivariate analysis of variance (MANOVA) and univariate analysis of variance (ANOVA). As a result, many of African-American college students think it is very important to choose clothing that makes them look good with the fit and style. In particular, the high-involvement groups tend to follow the latest fashion trends and dynamic clothing styles in order to create their better personal image with best-fitting clothing. Fashion magazine is one of the most important information sources to them because it usually deals with lots of the current fashion issues for young consumers compared to other information sources.

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