Abstract
Data on United States apparel consumption indicate it Is a major market, accounting for over 50 billion dollars per year in consumer expenditures, according to the American Apparel Manufacturers Association. Industry experience as well as empirical research indicate that color is one of the more important factors affecting sal ability of garments at retail.
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© 2015 Academy of Marketing Science
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Rucker, M., Kim, YJ., Ho, H. (2015). Evaluation of Clothing Color Preferences: A Comparison of Asian and White Consumers. In: King, R. (eds) Minority Marketing: Issues and Prospects. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17392-4_14
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DOI: https://doi.org/10.1007/978-3-319-17392-4_14
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17391-7
Online ISBN: 978-3-319-17392-4
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