Fashion buying criteria of X Generation consumers in Hong Kong

Marketers cannot neglect the X Generation, yet targeting this group has proven difficult, since “Xers” reject any segmentation and marketing techniques that attempt to generalize their characteristics. The targeting is made more difficult due to their advertising‐literate subculture. In this paper, the fashion purchasing behaviour is examined and the results of a survey conducted in Hong Kong are reported. Fashion marketing strategies are suggested for marketers to promote their merchandise to this group of consumers successfully.