ABSTRACT
This study aims to identify the criteria of psychographic segmentation of the female consumer in the fashion sector in Portugal. It also aimed to contribute to a better understanding of the female fashion consumer and thereby help industry managers adopt the best strategies in the textile and clothing industry. For the accomplishment of this study, an online questionnaire obtained 220 answers. A cluster analysis identified four distinct segments: A – “fashion leaders”; B – “low fashion consciousness pragmatics”; C – “Sophisticated shoppers” and D – “Classic style lovers”.
