Clothing deprivation, clothing satisfaction, fashion leadership and Hong Kong young consumers

This study examines the relationship between fashion leadership, clothing deprivation and satisfaction of Hong Kong young consumers. A survey was carried out with 309 university students and 228 working young people in Hong Kong. Factor analysis with varimax rotation was used to group various attributes into different factors related to clothing deprivation and satisfaction. Hirschman and Adcock's (1978) measure was adopted to classify subjects into various fashion groups. ANOVA followed by Scheffe's procedure was applied to detect differences in clothing deprivation and satisfaction between different fashion groups. The implications of the findings to fashion retailers are discussed.