'Did you hear what Tommy Hilfiger said?' Urban legend, urban fashion and African-American generation Xers

The purpose of this study is to examine the influence of an urban folktale on the purchasing intentions and buying behaviour of the consumer. Specifically, it examines a rumour involving fashion designer Tommy Hilfiger, in which he purportedly made disparaging statements about African-Americans. A survey of African-American generation Xers revealed a relationship between the rumour and the decision to purchase Tommy Hilfiger clothing. Implications of the findings are discussed.