Factors Related to Moscow Teenagers' Purchase Intention:
A Case Study of the Subculture Clothing Market
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Globalisation is taking over the economies, communications and fashion industries. In such times, preserving individuality and uniqueness becomes a goal for many. Russians, having been under the Communist regime for almost 70 years, haven't had a chance to differentiate, and the newly-formed market economy offers the consumers infinite choices, especially in apparel. Young consumers in Moscow experiment with clothing more than ever and they seek ways to express themselves. A teenager's maximalist approach, the refusal to accept the banalities of an ordinary life and a desire to be different an...
Globalisation is taking over the economies, communications and fashion industries. In such times, preserving individuality and uniqueness becomes a goal for many. Russians, having been under the Communist regime for almost 70 years, haven't had a chance to differentiate, and the newly-formed market economy offers the consumers infinite choices, especially in apparel. Young consumers in Moscow experiment with clothing more than ever and they seek ways to express themselves. A teenager's maximalist approach, the refusal to accept the banalities of an ordinary life and a desire to be different and, at the same time, accepted by the peers, makes some join a subculture, such as Goth, punk, skinhead, ska and others. This research was done in order to find the factors which are related to the young Moscovites' intention to purchase subculture apparel. Several hypotheses were brought forward, which presumed a relationship between the attitude of the teenagers towards subculture apparel and their purchasing intention, as well as existence of a relationship between the attitude and the subjective norm, product attributes, fashion lifestyles and personal variables.
