La propension des mères à échanger des vêtements avec leur fille adolescente : quelles conséquences pour le marketing ?/The mothers' propensity to the exchanges of clothes with their adolescent daughter: What consequences for marketing?

This article proposes the introduction of a new segmentation variable intended for professionals who work in the clothing market: the mother's propensity to the exchanging of clothes with her teenage daughter. A survey, conducted on 987 teenage daughters' mothers, allowed us to we identify three main mothers' group samples: "the objectors", "the arranged mothers" and "the enthusiasts". The purpose of this variable is to predict some clothing consumer behavior for each mothers' group (clothes which are likely to be exchanged, mothers' changes concerning brands, clothes stores and clothing styles) with the entry of the daughter into adolescence. [PUB ABSTRACT]