Subcultures are smaller groups of a larger culture that share some
cultural values with society overall and yet demonstrate unique cultural values and
patterns of behavior within the individual subgroup. Subcultures provide opportunities for marketers to segment society into more manageable groups that are likely to
respond similarly to products and services based on their similar needs and wants.
Geography, gender, age, race, nationality, religion, and social class form important
subcultures. This chapter, however, provides a broader focus than a discussion of individual subcultures. Instead, we examine, in general, how cultural values move from
the collective minds of society to individual consumers, with the help of marketing
efforts and the fashion system.