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Monika C. Schuhmacher,Sergej von Janda,아크우드사이드 한국마케팅과학회 2014 Journal of Global Fashion Marketing Vol.5 No.1
The study here applies fuzzy set qualitative comparative analysis (QCA) to offerconfigurations that are sufficient to identify “Clotheshorses”, “Clothesaholics”,“Clothesgourmands” and “Clothesnegators”. In contrast to prior literature investigatingonly clothes shopping frequency, we find these four clothes shopper types are different with regard to the perceived “importance of dressing well”. The findings demonstrate the existence of these four stalwart segments.