Consumers of Hmong Textiles

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Abstract
Profiles of midwestern consumers of Hmong textiles were developed and recommendations were made for improved product design and marketing of Hmong textiles. Participants were 20 consumers of Hmong textiles. In-depth interviews were followed by participants' completing a questionnaire. Central to the interviews were the participants' 1) ranking a set of 10 Hmong textiles according to preference and 2) discussing their reasons for placement of textiles at the top and bottom ranks. Data were analyzed using a content analysis system and hierarchical cluster analysis. Six consumer profiles were developed for Fine Workmanship Consumers, Supporters of the Hmong People, Pragmatic Consumers, Patrons of Hmong Folk Art, Function-Oriented Consumers, and Color-Centered Consumers. The results contributed to a proposition that the majority of textile craft consumers fit a common set of profiles regardless of the textile craft purchased or the consumer's home locale.

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