product is clothing. Clothing is adolescents’ top spending category. The reason is that clothing is used due to their symbolical value and its power to establish relationships with peers during adolescence (Chaplin & John, 2005). Furthermore, clothing is used to compensate the low levels of self-esteem in this period. According to Sproles (1986), adolescence is a time of refining self-concepts and learning social skills. Clothing plays an important role in these developmental processes. Demanding their own products and searching for their own identity, adolescents from ages 13 to 19 have become an important market segment, especially for clothing products (Evance, Moutinho, &Raaij, 1996).
International communication modes such as cell phones, the internet, and the satellite television and social media have homogenized global teen preferences and attitudes. Walker (1996) argues that this phenomenon has resulted in the tendency for MTV-watching teens to display global teen culture signs, such as jeans, running shoes, and denim jackets. Recent technologies have provided the global teen with enhanced opportunities to interact with international apparel brands. According to the "global teenager" viewpoint, these forces have brought about a convergence of global teen values, such as independence, self-expression, openness to new ideas and cultures, flexibility, mobility, and enjoyment of life (Meredith and Schewe, 2002).
Changes in the structure of Indian society have greatly