Consumers of Ethnic Apparel from Alternative Trading Organizations: A Multifaceted Market

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Abstract
Consumers from the mailing list of Pueblo to People, an alternative trading organization specializing in ethnic apparel and crafts from Latin America, were segmented by their desirability ratings for a variety of clothing evaluative criteria. Two market segments emerged that were considered meaningful for targeted product development. Creative Ethnic consumers preferred a unique and dramatic look that they believe can be achieved through ethnic and traditional styling. The traditional and bright colors of Latin America were desirable to this group, who also rated high quality as important. Plain and Simple consumers also preferred high quality garments, but not elaborate patterns and surface designs characteristic of traditional ethnic fabrics. Rather, Plain and Simple consumers preferred dark colors in blue hues or neutral colors such as black, white, or gray. Findings are discussed in relation to literature on textile craft consumers. Additionally, suggestions are made for product development that would target both groups.