Fashion Involvement and Innovativeness, Self-Expression through Fashion and Impulsive Buying as Segmentation Criteria: Identifying Consumer Profiles in the Turkish Market

The major purpose of this study was to identify consumer profiles among young adults in Turkey. The segmentation criteria included four constructs: fashion involvement, fashion innovativeness, self-expression through clothing and buying impulsiveness. The assessment of measurement instruments in Turkish cultural context was an additional aim of this study. The research used the Domain Speci?c Innovativeness Scale (Goldsmith and Hofacker, 1991), the Fashion Involvement Factor (Tigert et al., 1976), the ‘Extended Self’ Scale (Sivadas and Machleit, 1994), and the Consumer Impulsiveness Scale (Puri, 1996) on a sample of 170 Turkish males and females. A cluster analysis exposed three groups: Apathetic, Prudent Innovators and Enthusiast. The research offers new way of profiling Turkish fashion consumers and comments on applicability of used constructs in different cultures.