Fashion marketing to women in

Kazakhstan
 Authors
• Patrick Low
-University of South Australia, Singapore

• Ina Freeman
-Mississippi Valley State University, Itta
Bena, Mississippi, USA
 Purpose
• The purpose of this paper is

– Explore consumer behavior regarding women’s

decisions concerning fashion in the emerging
marketing of Kazakhstan.
 Design/methodology/approach
• Literature review formed the basis of the
questions asked to several focus groups and
in-depth interviews of 48 Kazakhs
representing the average age of Kazakhstan

• The approach of the paper is exploratory as

there is not a lot of research concerning the
Kazakhstani marketplace.
 Research limitations/implications

• The study was done in Almaty(capital of

Kazakhstan) and may not reflect people
outside urban Kazakhstan.
 Practical implications

• Kazakhstan is opening as a marketplace, In

order to understand how to market in
Kazakhstan, firms must understand what is
wanted and this paper begins this exploration.
 Originality/value
• This market is unexplored both academically
and by many clothing manufacturers
• This market is opening and thus information
concerning the marketplace is necessary.
 Findings
• Kazakhstani women are becoming aware of their
rights to choose clothing and location of purchase
• They expect to be treated with respect. The women
are value conscious, thinking brand names enhance
the value of clothing and will shop sales regardless
of the actual discount.
• Kazakhstani women are extremely fashion conscious
and look to the media for current fashions
• They are wary of anything coming out of China.