Title: The globalisation of the hip hop market

Authors: Paulette K. Polley-Edmunds, Edgar L. Williams

Addresses: Norfolk State University, 700 Park Avenue, Norfolk, VA 23504, USA. ' Norfolk State University, 700 Park Avenue, Norfolk, VA 23504, USA

Abstract: Marketers continually seek to uncover the next growing market segments and evolving lifestyle trends. Currently, Hip Hop is the lifestyle vogue that commands notice and constitutes one of the best revenue producers in retailing. It is not just a US phenomenon but an international experience that touches the lives of citizens globally. The research looks at how Hip Hop has grown in the USA, Europe, Latin America and Asia. Diffusion of Hip Hop is addressed, along with the ability of young people to purchase the associated items. Hip Hop as a marketing strategy began with clothing and accessories but marketers now use the lifestyle to sell products ranging from automobiles to cosmetics to pizzas. Modification of the culture|s use in marketing strategies will continue to evolve as the demographics of Hip Hop devotees change.

Keywords: clothing; consumer products; consumer spending; global trends; hip hop culture; marketing strategies; retailing; social trends; teenagers; globalisation; young people; fashion; lifestyle markets.

DOI: 10.1504/IJMDM.2006.010746

International Journal of Management and Decision Making, 2006 Vol.7 No.5, pp.557 - 570

Available online: 28 Aug 2006 *

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