University of ArizonaNorton School of Family and Consumer Sciences

'Digital Divas,' the World's Most Connected Consumers

In an international study of more than 7,400 consumers, UA researcher Anita Bhappu and doctoral candidate Charles Lawry have found that "digital divas" are an emerging segment of very knowledgeable and highly influential purchasers of fashion products.

A growing population of consumers called "digital divas" is appearing on the global scene, and a University of Arizona-led research team is urging retailers to ensure they are meeting the needs of these influential shoppers.

Anita Bhappu, the UA's Petsmart Associate Professor of Retailing and Consumer Sciences, led the international survey of more than 7,400 consumers to understand how fashion shoppers make decisions when purchasing apparel, footwear and accessories.

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