Different ethnicities with different fashion preferences, or one nationality with similar fashion preferences?

This study assumes that the young generation in the US is demographically diverse but psychologically alike, especially in their shopping behaviors and fashion preferences; therefore, businesses might not need to differentiate their offers, in contrast to the suggestions of past research. The purpose of this study is to examine whether young female consumers from different races/ethnicities/cultures show heterogeneous or homogeneous shopping orientations and preferences toward fashion products. This study is quantitative research with two separate surveys. In contrast to the previous literature, the results showed homogenous shopping orientations and fashion attribute and style preferences among the young ethnic groups in the US. Marketers and educators are recommended to consider the homogeneity of today's young female consumers' fashion preferences, while respecting the diversity/heterogeneity of demographics among ethnic groups. [ABSTRACT FROM AUTHOR]