Changing Demographics

Asian  American  Market

Jessica Kao

Summary by Jamie Baum 

Jessica Kao began by stating that the Asian market is increasingly expanding.  By the year 2020, this population is expected to increase to 23 million people.  Kao discussed Asian’s shopping patterns.  On average, the Asian group buys clothing when necessary and tends to be price conscious.   The most important thing to this group is the quality and appearance of their clothing. They are likely to shop in specialty stores because of the personal service with such retailers.

Two complaints made by Asian Americans are the lack of attractive clothing  that fits well and the lack of Asian models appearing in advertisements.   With the increasing number of Asians in the United States, some companies such as Banana Republic, Ellen Tracy, and Prada are beginning to target this group.  Kao stated that with the increase in the Asian  population, it is likely that retailers are going to continue  to target this group more and more.