Exploring the fashion lifestyles of women consumers based on cluster analysis

In this study, which aims to make clustering in terms of fashion lifestyle variable, at first the scale development process was followed. Then using the developed fashion lifestyle scale (FLSS), clusters were determined based on fashion lifestyle dimensions and their characteristics were defined. In this process, a mixed study was designed by using qualitative and quantitative research approaches together. In-depth interviews were held with 11 participants to collect qualitative data, and thematic analysis was used in the analysis process. In the quantitative research, the data collected with the help of the questionnaire were analyzed by statistical analysis techniques. The data collected from 980 usable questionnaires is the material of quantitative research. Fashion interest, fashion leadership, information seeking, importance of well dressing, prestige, anti-fashion, economy, ethics and social values are fashion lifestyle dimensions obtained by testing the construct validity. With FLSS, consumers are grouped into clusters as being market segments. As a result of the cluster analysis, it was seen that 8 clusters were appropriate. The negatives, independents, fashion-oriented users, mass consumers, traditionalists, fashion leaders, apathetic users about fashion and fashion rejectors were determined as clusters for 8-cluster solution. After the ANOVA tests, it was found that there were significant differences among all clusters in terms of fashion lifestyle dimensions. In addition, according to the findings of the discriminant analysis, it is seen that the classification is meaningfully and highly accurate. Finally, the properties that define the clusters were determined with the help of cross tables.