This report considers the fashion shopping habits of ethnic consumers. Although this is a sensitive topic, there is certainly an argument that retailers need to give ethnicity greater consideration because there are significant differences, both in the buying behaviour relating to clothing of people from the different ethnic groups, and also in their physiology, which clearly impacts on the styles and sizes of clothes they are able to buy.

At present, other sectors such as food and drink and cosmetics specifically target people from different ethnic groups and nationalities. This report assesses whether clothing retailers need to do the same, or at the very least give more consideration to the different requirements of consumers from the various ethnic groups.

This report considers the fashion shopping habits of ethnic consumers. Although this is a sensitive topic, there is certainly an argument that retailers need to give ethnicity greater consideration because there are significant differences, both in the buying behaviour relating to clothing of people from the different ethnic groups, and also in their physiology, which clearly impacts on the styles and sizes of clothes they are able to buy.

At present, other sectors such as food and drink and cosmetics specifically target people from different ethnic groups and nationalities. This report assesses whether clothing retailers need to do the same, or at the very least give more consideration to the different requirements of consumers from the various ethnic groups.

Main themes

Whether there are sufficient numbers of people from ethnic groups to warrant clothing retailers and suppliers classifying them as a consumer group in their own right.

How ethnic consumers compare to the average in terms of body shape and mass.

How the attitudes of consumers from the various ethnic groups differ from the norm and how this may influence their buying behaviour.