This study examines fashion consciousness among Chinese, Japanese and US teenagers. The purpose of the study was to examine similarities and differences in attitudes toward fashion across these three markets. The results show that significant differences in fashion consciousness exist between...

Purpose – China, Japan, and the USA represent three of the world's most important teen apparel markets. The purpose of this study is to consider the sources of apparel brand information utilized by 14‐ to 17‐year olds in these three nations. Nine hypotheses are developed based on the...