미국 어패럴업계의 니치마켓 전략-트윈세대 어패럴업체를 중심으로- = American Apparel Industry`s Niche Market Strategy: Tween Apparel Industry

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine how the tween apparel industry can utilize a niche market strategy in order to compete with other apparel industry.
The research designs used for this study were a questionnaire and an in depth case study method.
A questionnaire was administered to the 15 tweens aged between 10 and 13 years old, all female, younger(10 to 11) and older(12 to 13), and living in Cary, North Carolina. The research questions were related to tween girls` clothing and other interests.
Results show that tweens are the age group most affected by the social phenomenon known as age compression. Tween girls rarely make peers their heroes.
Justice is the most favorable brand among the younger tween girls while Abercrombie & Fitch is the most popular brand among the older tween girls. Justice successfully appealed to the imagination of younger tweens and created romance. Abercrombie & Fitch zoomed right into the older tween`s desire for fame, placed them firmly in the center of the action and managed to retain the most fickle audience in today`s market. Both brands are designing clothes in varying styles and in a variety of different fits to conform to different body shapes.

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