Hedonic/Utilitarian Cool Attitudes: A Comparison of Young Female and Male Consumers - Juniper Publishers

Hedonic/Utilitarian Cool Attitudes: A Comparison of Young Female and Male Consumers in Juniper in Current Trends in Fashion Technology & Textile Engineering Young consumers are considered fashion innovators because they tend to accept, adopt, and use new products more frequently than any other consumer group. Young consumers are appealing to commercial apparel marketers because their purchasing power has increased over the years and their buying behavior can influence the acceptance or rejection