Given the growing attention the academic literature is attracting from the Global Marketing
Strategy (GMS), researchers have paid relatively little attention to whether markets can be segmented across
national borders. This study is based on GMS theory and forecasts the presence of stable cross-market segments
in the sportswear industry. Surveying a cross-national group of Austrian, Chinese, South Korean and U.S.
customers on their lifestyle preferences, the study collected data on demographics, evaluative characteristics,
and purchasing habits, collecting a total of 1031 available questionnaires from the four nations. Factor analysis
findings define eight lifestyle factors which can be used to assist customers in sportswear market. Four
psychographic clusters cut through cultural boundaries are demonstrated by a follow-up cluster analysis: fashion
pioneers, eye-catching fashion customers, novelty seekers, and sociable followers. The research also
investigates whether the four segments can be addressed separately and shows that they do have different
characteristics, indeed. The findings support similarities across the world fashion markets which enable the
sportswear industry to target market segments based on the theoretical framework.
Global Market Segmentation, Global Marketing Strategy Theory, Lifestyle, Sportswear
Industry, Sportswear Purchase Behavior.
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