Abstract
In usual marketing process, the segmentation of markets is frequently done by using variables like nation, sexuality, age and so on. However, in fields of fashion businesses, it is pointed out by many business persons that these variables are useless in real businesses. A lot of peoples support some “styles” proposed by some fashion business company. These peoples live in many different countries, and further, the distribution of ages of them is different in each country. This fact may show that usual segmentation methods do not work in fashion business. Here, we studied the mathematical method to divide markets in fashion business fields into segments, and proved that the segmentation in behavioral space is effective in fields of fashion business. The aim of this study is to point out that the method shown here is profitable to enhance the international presence of Japanese fashion businesses.
