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This study explores big and tall men as an untapped market. More specifically, the study was designed to segment the big and tall men's apparel market by their clothing involvementand investigate its relationships to consumer characteristics and clothing shopping behavior. The big and tall men (n=172) reflected a wide range of clothing involvement and were classified into three groups: "low, " "medium, " and "high" involved consumers. These three groups were compared on consumer characteristics such as clothing orientations, lifestyle activities, and demographic characteristics and clothing shopping behaviors such as satisfaction with clothing shopping experiences and clothing buying practices. Managerial implications are provided for big and tall manufacturers and retailers.
Shim et al. (Tue,) studied this question.