Impulse dominates in one part of the world, while price rules in another. In some regions, brand loyalty is key, while elsewhere famous labels have a growing appeal.
The fashion marketplace is clearly a global one. Still, aside from the near-universal desire for quality, shopper behaviors and attitudes have distinctly regional identities. According to a Nielsen Global Survey of Consumer Shopping Behavior, respondents in Asia-Pacific shop impulsively and are attracted to designer brands more than in any other region. Latin Americans are intensely brand loyal and well-informed shoppers; North American and European shoppers are largely driven by price, and Middle East-Africa consumers are environmentally aware and influenced by professionals, such as industry experts. The study surveyed more than 29,000 online respondents in 50 countries.
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