Anuşlu, Merve DoğruelÇilan, Çiğdem Arıcıgil2024-06-132024-06-1320192147-92082147-919410.17130/ijmeb.2019252110https://doi.org/10.17130/ijmeb.2019252110https://search.trdizin.gov.tr/tr/yayin/detay/340831https://hdl.handle.net/11501/719In the Fast Fashion sector, identifying the fashion orientation and lifestyle of theircustomers provides an enterprise the understanding of the needs and desires of their customersalongside helping the implementation of appropriate marketing strategies and achieving upperhand in the competition. In this study, it is aimed to classify their preferences regarding thefashion orientation and lifestyle of their female customers to develop marketing strategies forKOTON, a fast fashion company operating in Turkey as well as globally. For this purpose,Latent Class Analysis was applied as an analytical method and appropriate marketingstrategies were suggested for each class.eninfo:eu-repo/semantics/openAccessArticle560254234083115