Fashion globally A cross-cultural and generational examination

Purpose - The aim of this study is to focus on consumers' responses towards visual fashion ideal in hybrid magazine advertisements from a cross-cultural and generational perspective. Design/methodology/approach - This exploratory qualitative focus group study showed a set of validated advertisements to 64 female participants. Half of the sample was from the USA, the other half was from China. To examine generational differences, the interviewees were split by age in each group: half of the participants were between 18 and 34, and half were between the age of 45 and 65 years. Findings - Both Chinese and American target audiences viewed the trendy advertisements with an aspirational eye in which the advertisement was interpreted as representing an ideal self to which they aspired, one that they wanted to achieve but, for some reason(s), were not capable of achieving at the time. However, the degree of aspiration varied for Chinese and American audiences. Research limitations/implications - Because of the chosen research approach, the research results may lack generalizability. Therefore, future research may use survey and experimental research approaches. Practical implications - International marketers may need to design advertisements with more "realistic" imagery, while keeping the idealized Western style in Chinese advertising. Advertisers should also be cognizant of intergenerational influences in the Chinese market; many young Chinese women still rely on their mothers regarding fashion purchase decisions. Originality/value - This paper fills a need to understand both the similarities and the differences in marketing communications across cultures.