Cultural Influences on Clothing Preferences among African Immigrant Women in the US
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
African immigrants are a major growing consumer market that retailers cannot ignore. The purpose of this study was to examine the influence of culture on the clothing preferences of African immigrant women in the US. Berry's (1997) Acculturation framework was used for this study. A purposive sample of African immigrant women, participated in this study. Data were analyzed using descriptive statistics, ANOVA and Chi Square. Results revealed that there is a relationship between the length of stay in the US with religious value, price value, social value, and preference for clothing style. In addition, the women would not buy provocative or revealing clothing. Results are useful to brand marketers and entrepreneurs targeting this consumer group, giving insight into clothing preferences and changes that occur over time while assimilating into a new culture.