“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.