Sales Promotion/ Retailing
This paper is an exploration of how Hispanic women communicate their identity through clothing and how cultural values affect how they shop for clothes. Based on in-depth interviews with Hispanic women in Florida, this study demonstrates that Latinas retain overtime a set of values characteristic of the traditional Hispanic culture. This study also reveals that Hispanic women are high self-monitors and enjoy the experience of discovery when they shop. Specific implications for marketers are offered.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Inglessis, Maria-Gracia, "Why Hispanic Women Wear What They Wear" (2010). Association of Marketing Theory and Practice Proceedings 2010. 39.