Consumer Segmentation in the Fashion Industry Using Social Media

Abstract

due to the remarkable marketing and ecommerce opportunities that the internet hasprovided. This study is based on segmentation of consumers into different categoriesin the world of fashion using social media. This paper proposes two conceptual models(the FC-CBR model of consumer brand relationship and the FC-CBP model ofconsumer brand perception) for exploring further into these constructs and developinga more coherent theoretical framework. The study identifies factors of Consumer BrandRelationship (CBR) and Consumer Brand Perception (CBP) using social media in thefashion world. Subsequently, the manuscript groups fashion consumers into clustersusing K-means cluster analysis based on consumer brand relationship and consumerbrand perception. The manuscript demonstrates how the clusters can be used in thedevelopment of efficient targeting and positioning strategies by practitioners.