Gender segmentation in fashion / Claire PIERREFEU / 2021

Titre : Gender segmentation in fashion : Man and women categories in the fashion industry; and more particularly on their website, are they still legitimate? Type de document : Mémoire Auteurs : Claire PIERREFEU, Auteur Année de publication : 2021 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CULTURE ORGANISATIONNELLE ; FEMME ; HABILLEMENT SECTEUR ; HOMME ; ENVIRONNEMENT SOCIAL Résumé : Today the notion of gender is becoming more and more blurred between biological and social gender. The social gender is taking over with the arrival of a third gender: the non-binary. With this new category, we can see the opportunity of a new segmentation for some fields. Therefore I asked myself the question: man and woman categories in the fashion industry, and more particularly on their website, are they still legitimate? In order to study this hypothesis, I conducted a quantitative study to understand what gender is today and what are the purchasing behaviors related to clothing according to social gender.The results show that there is a confusion between biological gender and social gender. In a second time, it appears that the clothing is not necessarily a product to be gendered. I could notice that men, as well as women or non-binary people dressed in both categories. Therefore, it would be interesting to conceptualize the gender identity in order to be able to replace it in certain fields to a segmentation based on biological gender. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538582