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Journal of Fashion Marketing and Management
Number of Followers: 12  
 
  Hybrid Journal Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1361-2026
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  • Fashion self-congruity: scale development and validation
    • Pages: 158 - 175
      Abstract: Journal of Fashion Marketing and Management: An International Journal, Volume 22, Issue 2, Page 158-175, May 2018.
      Purpose The purpose of this paper is to develop and validate measurement properties of a scale measuring fashion self-congruity (FSC). Design/methodology/approach Based on the existing literature of self-congruity, and four studies carried out as a part of this research, the FSC scale has been validated in a step-by-step process following the scale validation methodology suggested by Churchill (1979). Findings The final version of the scale incorporates nine items classified into three dimensions: actual fashion self-congruity, ideal fashion self-congruity, and ideal social fashion self-congruity. The scale reveals strong psychometric properties based on findings of different reliability and validity tests. Practical implications A valid and reliable FSC scale provides a foundation to broaden quantitative inquiry into the types of FSC that consumers seek under different situations. Knowledge of the dominant self-concept driving the consumption of fashion in various situations will enable marketers to position their brands along the desired dimension of FSC. Originality/value The value of this research paper lies in validating a scale to measure FSC for the first time in the self-concept/congruity literature.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-04-17T01:28:15Z
      DOI: 10.1108/JFMM-05-2017-0048
       
  • Sew or purchase' Home sewer consumer decision process
    • Pages: 176 - 188
      Abstract: Journal of Fashion Marketing and Management: An International Journal, Volume 22, Issue 2, Page 176-188, May 2018.
      Purpose The purpose of this paper is to explore garment consumption decision processes of female consumers when they have the option to sew or purchase their clothing. Design/methodology/approach This research study presents a segment of the findings from a larger qualitative grounded theory study on women who choose to sew clothing for themselves (Martindale, 2017). This research analyzed the interview data pertaining to the unique sew or purchase decision-making process in which these consumers undertake as well as the related control over ready-to-wear consumption that sewing provides them. Findings The ability to sew resulted in a unique consumer decision-making process in regard to the clothing purchases due to the control it provided them over their ready-to-wear consumption. The women developed factors that they used to make the decision to sew or purchase. Over all the ability to sew provided them the option to sew or purchase clothing, allowing the women more control over their clothing selection specifically in regard to the garments body fit. Research limitations/implications This study was limited to English-speaking women living in the North America. The qualitative data collected are specific to this sample which cannot be generalized to all female home sewers. Research involving a larger population of women from a larger geographic area is needed. Practical implications The newly developed sew or purchase model provides an understanding of the control that having the option to sew or purchase provides female consumers. The findings offer apparel industry professionals a new perspective on ready-to-wear consumer dissatisfaction. The investment that is made when a garment is sewn instead of purchased has the potential to increase wardrobe sustainability as the consumer experiences more attachment to the clothing they have made. The model serves a starting point for further exploration into other craft-related consumer decision behaviors. Originality/value Purchasing decisions of this nature have yet to be considered in published research. Exploring these women’s decisions who operate outside of typical consumer culture and developing a model for this consumer behavior explains a phenomenon not yet addressed by existing consumer consumption research.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-04-17T01:35:53Z
      DOI: 10.1108/JFMM-07-2017-0066
       
  • Collaborative fashion consumption – drivers, barriers and future
           pathways
    • Pages: 189 - 208
      Abstract: Journal of Fashion Marketing and Management: An International Journal, Volume 22, Issue 2, Page 189-208, May 2018.
      Purpose The purpose of this paper is to explore the existing literature on CFC together with its relative concepts and discuss the current state of knowledge in the field of alternative apparel consumption. Drivers, barriers and future pathways of CFC – from the business and consumer’s perspective – are extracted, summarized and discussed. By using a holistic approach, this study aims to demonstrate the linkages and interplays among the actors. Helpful implications for the industry and policy makers are derived. Design/methodology/approach A holistic systematic literature review was conducted. More than 2,800 journal articles were reviewed for this conceptual paper, and the ones meeting the search criteria were subjected to a qualitative content analysis. Findings The findings facilitate a better understanding of what enables or prevents CFC from becoming a mainstream consumption approach. The study also examines the sustainability aspects of CFC, discussing both the positive environmental benefits and its negative impacts. Practical implications The results of this study can help businesses, governments and institutions develop more efficient strategies toward promoting sustainability in the fashion industry. Understanding the drivers and barriers of CFC, in addition to the possible sustainability benefits of CFC, can facilitate and accelerate adoption of future business models of CFC. Originality/value CFC is a relatively new concept in the field of academic research. In fact, this study is among the first to explore the interplay of drivers and barriers from both the consumer and industry perspectives. This paper can support further academic and business efforts aimed at promoting CFC.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-04-24T07:29:13Z
      DOI: 10.1108/JFMM-10-2017-0109
       
  • Dynamic ease evaluation for 3D garment design
    • Pages: 209 - 222
      Abstract: Journal of Fashion Marketing and Management: An International Journal, Volume 22, Issue 2, Page 209-222, May 2018.
      Purpose 3D garment design technology is developing rapidly thereby creating a need for different approaches to developing the patterns. The purpose of this paper is to evaluate the 3D dynamic ease distribution for a 3D garment design. Design/methodology/approach Standard garments were created from Size 2 to Size 14 for ten human subjects. Landmarks location on both human body and the standard garment under dynamic postures are recorded, and he fit and comfort evaluation of the standard garment were collected from the ten human subjects. Finally, these data were used to evaluate the 3D dynamic ease distribution for a 3D garment design. Findings 3D dynamic ease evaluation is challenging and the findings showed that the upper-arm design is a core element of the whole 3D garment design. The upper arm is not only a connecting part for both front and back pieces of the garment, but is also the main active part of the body, so it is the essential element to affect the comfort and fit of the garment under dynamic postures. Originality/value This research provides a novel 3D ease evaluation by analyzing the landmarks location of both human body and standard garment, and fit and comfort evaluation of the standard garment, which are all carried under dynamic postures.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-04-19T08:41:51Z
      DOI: 10.1108/JFMM-07-2017-0074
       
  • Austerity to materialism and brand consciousness: luxury consumption in
           India
    • Pages: 223 - 239
      Abstract: Journal of Fashion Marketing and Management: An International Journal, Volume 22, Issue 2, Page 223-239, May 2018.
      Purpose The purpose of this paper is to understand the role of materialism and brand consciousness in determining the luxury consumption among the young Indian consumers. Design/methodology/approach In order to measure materialism, brand consciousness, attitude toward luxury brands and purchase intention, pre-established scale items were used to design the self-administered questionnaire. A valid sample of 342 respondents was collected through mall intercepts, in-store intercepts, luxury brands exhibitions and festivals and international airports. The relationship was tested using regression analysis. Findings The findings support that the materialism and brand consciousness are positively related to the luxury consumption in India and play an important role in predicting the behavior of the young luxury buyers. The Indian youth is buying expensive luxury brands as symbols of status success and wealth in order to fulfill their materialistic goals. The desire to own and possess the well-known and expensive brand names demonstrates the importance the consumers attach to the social and symbolic value of the luxury brands. Practical implications The study reveals that the young Indian luxury buyers choose to buy brands that are most advertised. Creative advertisements enhancing luxury brands’ symbolic and social value can be effective. The study has implications for the international luxury brands, as they are expensive, well known and famous among the global consumers. Originality/value The key contribution of the study is the establishment of materialism and brand consciousness as important antecedents in the development of attitude toward luxury brands among the young Indian consumers.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-04-19T02:42:36Z
      DOI: 10.1108/JFMM-03-2017-0025
       
  • 3D technology in fashion: from concept to consumer
    • Pages: 240 - 251
      Abstract: Journal of Fashion Marketing and Management: An International Journal, Volume 22, Issue 2, Page 240-251, May 2018.
      Purpose The purpose of this paper is to show how 3D digital technology can bring value to the fashion industry by analysing the specific benefits it offers along the value chain. Additionally, the authors show some of the challenges ahead identified for both software and fashion firms. Design/methodology/approach The authors present by means of a case study the experience of an haute couture designer who used 3D digital technology – in collaboration with a recognised 3D software company – for developing his first luxury footwear collection. Findings The enhancement of creativity and a better communication with suppliers are just some of the benefits identified in the case study from the use of 3D digital technology. In addition, challenges such as the development of a digital culture or the need for technology simplification are drawn from the case. Practical implications Apart from the benefits and challenges drawn from the case study, which can be useful to practitioners in this industry, the authors also identify the collaboration through which the experience took place as an interesting practice to implement as a previous step of a digital transformation strategy. Originality/value Despite the growing interest the fashion industry is showing in the use of new digital technologies, academic research on this topic is still scarce. Therefore, the case study presented in this paper adds value to the literature showing how 3D technology can help fashion from concept to consumer.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-04-19T08:38:12Z
      DOI: 10.1108/JFMM-10-2017-0114
       
  • The sustainability word challenge
    • Pages: 252 - 269
      Abstract: Journal of Fashion Marketing and Management: An International Journal, Volume 22, Issue 2, Page 252-269, May 2018.
      Purpose The purpose of this paper is to examine user perceptions toward consumer-facing words used by fashion brands to stimulate sustainable consumption and post consumption behavior. Design/methodology/approach A self-completion, survey based matching exercise was administered to 100 active fashion-shoppers in Hong Kong aged between 18 and 35 years old. A probability sampling method was used for on-street intercepts to ensure a random selection within the defined population. This was accompanied by 20 individual ethnographic interviews. Findings A lack of understanding and comprehension of key green language terminology used frequently in user facing communications is problematic for fashion brand marketers as the impact of their messages is often unclear, distributed and more likely to lead to user frustration rather than positive engaged consumer decision making and action. Further, there is an emerging indication that this approach is highly unlikely to enhance knowledge, engagement and action or to influence brand loyalty. Research limitations/implications Data were collected in Hong Kong and is culturally bounded, so while providing a good indication of the findings in situ this can also be replicated in other locations. Practical implications Recommended outcomes from the findings suggest that brand messages should be delivered that are intended to stimulate sustainability behaviors that are core to one key brand theme so that user outcome decision making and actions fit with the core brand values. This suggested approach will have a greater likelihood of leading to brand trust, responsible business action and greater clarity about the issue of sustainability and related action to be taken on behalf of the user. Originality/value The paper raises concerns about the effectiveness and outcomes of fashion brand marketing communications and findings provide insights into the confusion of understanding and the rise in frustration among targeted fashion shoppers 18-35 years, despite the use of frequently used words in brand communications to promote sustainable fashion consumption behaviors.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-04-17T01:31:32Z
      DOI: 10.1108/JFMM-10-2017-0103
       
  • Shopping channel preference and usage motivations
    • Pages: 270 - 284
      Abstract: Journal of Fashion Marketing and Management: An International Journal, Volume 22, Issue 2, Page 270-284, May 2018.
      Purpose The purpose of this paper is to provide a greater understanding of why and how different ages use shopping channels, analysing preferences and motivations for use. Design/methodology/approach Qualitative in-depth interviews were conducted with a sample of 50 female participants, aged 20-70. All were customers of a fashion retailer that has ecommerce and mcommerce platforms, stores and catalogues, in order to gain a better understanding of loyal consumers’ multi-channel behaviour. Findings Multi-channel shopping behaviour increased with age; the 20s did not engage in multi-channel shopping behaviour but viewed each channel as a separate entity. Mcommerce is the preferred shopping channel for the 20s, but its popularity and motivations to use decreases with age. Ecommerce is the most popular shopping channel due to convenience, selection, adventure/exploration and idea shopping. The physical store was the preferred channel for the 60+, who shopped there for convenience and enjoyment. Catalogues were seen as out-dated and no longer considered a transactional channel. Originality/value There are no previous studies that have investigated channel preferences and motivations across a 50-year age span using loyal customers. The majority of previous studies looking at multi-channel shopping behaviour are quantitative and so this qualitative enquiry provides a richer insight into reasons for consumer preferences and motivations. The study contributes novel findings to the literature as it shows that multi-channel shopping behaviour increases with age, and younger consumers (20s) are not partaking in it at all.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-04-24T10:59:35Z
      DOI: 10.1108/JFMM-04-2017-0036
       
  • Fashion misfit: women’s dissatisfaction and its implications
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose The purpose of this paper is to draw attention to the link between underdeveloped and ill-informed sizing practices, fit dissatisfaction and the creation of textiles waste. The literature review identifies: issues that limit the effective development and application of sizing systems, the link between the complexities of consumer fit expectations, body image and self-esteem and maps the link between fit dissatisfaction and the creation of textiles waste. Design/methodology/approach Data analysis draws from a wider study designed to investigate women’s experiences of dress fit and body image. In total, 20 women aged 18-45 years were audio recorded while they tried on a number of mass-produced dresses, and were asked to select one dress, which they could keep. Findings All the dresses were selected except one style, which failed to satisfy any of the women’s fit requirements. The findings clearly demonstrate why this dress was considered to be unsatisfactory as well as the subsequent link between poor fit and body dissatisfaction. Social implications Findings support the theory that women identify with their clothes’ size and when this link is disrupted it causes discomfort and body dissatisfaction, which, in turn, contributed to rejection of the garment increasing the potential for the creation of waste. Originality/value This study is the first to link unsatisfactory fashion sizing practice with the production of textiles waste. The process of capturing women’s interactions with high street fashion dresses whilst trying them on enabled a detailed analysis that contributes new evidence to the debate around sizing practice, poor fit and its impact on body image and self-esteem.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-30T02:22:09Z
      DOI: 10.1108/JFMM-05-2017-0050
       
  • Fashion subscription retailing: an exploratory study of consumer
           perceptions
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose Fashion subscription service is a newly emerged retailing model that provides an innovative way of shopping to meet consumers’ fashion needs. From the perspective of innovation adoption, the purpose of this paper is to provide an insight of consumers’ perceptions as well as adoption intention of this innovative retailing format. Design/methodology/approach This research is qualitative in nature, utilizing focus group study approach. In this paper, content analysis was applied to analyze the data. Findings While possessing varying degrees of knowledge about fashion subscription retailing, the participants shared the following perceptions of relative advantages, including convenience, personalization, consumer excitement, opportunities to try new styles, and opportunity to better manage their apparel budget. Concerns mainly focused on missing social shopping experiences and the hassle in the cancellation process. The overall adoption intention was high. Research limitations/implications Due to the nature of this research, the sample size was limited and results may not be generalized. This research paid less attention to individual differences, in terms of demographic and psychographic characteristics. Practical implications Future marketing could focus more on educating consumers about the attributes of the services they provide. Retailers can strategically leverage the positively perceived advantages in their marketing communications to enhance consumers’ adoption intention of their services. Originality/value The paper fills a gap in the literature on consumer behavior toward fashion subscription retailing and sheds light for companies in their endeavors to excel in this new retailing venue.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-25T10:38:17Z
      DOI: 10.1108/JFMM-11-2017-0123
       
  • Drivers of successful luxury fashion brand extensions: cases of complement
           and transfer extensions
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose In recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success of luxury brand extensions by incorporating luxury brand value perceptions, parent brand attitude, fit perceptions and consumers’ product category involvement and innovativeness in a holistic model. The model is tested for two hypothetical luxury brand extensions types: complement and transfer. Design/methodology/approach This study employs a fuzzy-set qualitative comparative analysis (fsQCA) technique to identify the variables that combine to produce a positive or a negative attitude towards luxury brand extensions. The research was conducted on 555 young women professionals (254 for brand extension Type 1 – complement (umbrella); and 301 for brand extension type – transfer (seating furniture), respectively). Findings The results show that perceived fit between the parent brand and extension is a necessary condition for a positive evaluation of both extension types. Other than perceived fit, hedonic and symbolic values and consumer involvement are proven to be necessary antecedent conditions for the evaluation of transfer extensions. This study also proposes several configurations for forming a positive attitude towards each brand extension type and makes implications for luxury managers and further research. Originality/value The results of the research are significant in several ways. First, this study adds to the extant literature by exploring a somehow neglected subject: luxury fashion brand extensions. The study tests a more holistic model than those of previous studies on luxury brand extensions and utilises two different extension contexts adapted from Aaker and Keller (1990). Second, this study is the first to apply fsQCA to identify the factors of luxury brand extension evaluations. fsQCA is highly applicable to large-scale data without the loss of detail or the potential for complexity.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-25T10:37:17Z
      DOI: 10.1108/JFMM-02-2018-0020
       
  • Fashion bloggers: communication tools for the fashion industry
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose The purpose of this paper is to investigate fashion blogs’ influence on Spanish Millennials’ buying behaviour. Design/methodology/approach This research is quantitative in nature, utilising a mono method consisting of structured self-administered questionnaires. Data were exported to IBM SPSS Statistics, where different types of analyses were combined – such as frequencies, means, hypothesis testing analyses, principal components analysis or K-means cluster. Findings Findings show that the most important motivations to follow a fashion blog are entertainment and information seeking. Besides, consumers’ attitudes seem to be influenced by how consumers assess credibility, which is determined by trustworthiness, para-social interaction (PSI), expertise and message credibility. Finally, after showing covert and overt marketing posts, both trustworthiness and PSI were lower than before, identifying PSI as a possible moderator in these cases. Research limitations/implications The main limitation of this study is the sample size, which does not make it possible to generalise conclusions. Practical implications From this research, it can be said that, due to the importance of establishing a strong relationship with the public, bloggers should try to connect with readers on an emotional level, and brands need to select bloggers very carefully. Originality/value This paper reveals Millennials’ attitudes whilst they are visiting a fashion blog and the influence that these attitudes can exercise on their purchase intention.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-25T10:36:02Z
      DOI: 10.1108/JFMM-10-2017-0101
       
  • Consumer online purchase behavior of local fashion clothing brands
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose The purpose of this paper is to investigate the influence of information adoption, e-WOM, online brand experience and online brand familiarity on consumer online purchase behavior of local fashion clothing brands. The study also examines the influence of central and peripheral route on the consumer information adoption process. Design/methodology/approach The research design was cross-sectional. A total of 300 respondents from Bangladesh participated in the self-administered survey who have experienced of purchasing local fashion clothing brand online. Only 273 questionnaires were used in final data analysis after discarding incomplete questionnaires. The study applied PLS-SEM to test the proposed model. Findings Central and peripheral route were found to have positive influences on the consumer information adoption process in the context of online purchasing of local fashion clothing brands. Consumer information adoption was found to influence consumer online purchase behavior positively. The information adoption-consumer purchase behavior relationship was found to be partially mediated by e-WOM. Online brand experience was found to influence consumer online purchase behavior positively. The online brand experience-consumer purchase behavior relationship was found to be partially mediated by online brand familiarity. Originality/value So far, no studies have investigated how information adoption, e-WOM, online brand experience and online brand familiarity influence consumer purchase behavior of local fashion clothing brand, in a virtual environment under the perspective of a developing country like Bangladesh. This study is also a pioneer in exploring which dimensions have more leverage on central and peripheral route in information adoption in the context of local fashion clothing brand of Bangladesh.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-17T07:05:19Z
      DOI: 10.1108/JFMM-11-2017-0118
       
  • Effects of multi-brand company‚Äôs CSR activities on purchase intention
           through a mediating role of corporate image and brand image
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR. Design/methodology/approach The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention. Findings Regarding corporate-level CSR, participants’ reciprocity perception positively and directly affected purchase intention. It also positively affected corporate image, and corporate image affected brand image, and brand image positively affected purchase intention. Regarding brand-level CSR, reciprocity perception did not affect purchase intention directly, but positively affected purchase intention through mediation of corporate image. This study found a construct where reciprocity perception influences purchase intention with a mediating role of corporate image and brand image. The effect of reciprocity perception shaped by corporate-level CSR is greater than that shaped by brand-level CSR. Originality/value The outcome of this study provides meaningful insights and practical implications for companies that have multiple brands.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-17T07:01:00Z
      DOI: 10.1108/JFMM-08-2017-0087
       
  • Collaborative consumption: a business model analysis of second-hand
           fashion
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose The purpose of this paper is to analyze the business model of second-hand fashion stores and explore their challenges/opportunities and suggest potential strategies for second-hand fashion retail stores. Design/methodology/approach A qualitative research method using in-depth interviews of convenience sample of owners/store managers from within the USA was employed. Findings Contrasting the traditional retail stores, customers are the primary partners and suppliers of second-hand fashion stores. These stores retain minimal profits given a business model that typically involves sharing profits with customers. Cheaper price, thrill of finding great deals, value for brands and variety are the primary reasons mentioned by respondents for shopping at second-hand stores. Research limitations/implications Limitations include the use of a convenience sample of store owners/managers as well as the research is limited to women and children’s stores. Respondents of the study were from the same geographical region and the characteristics of the redistribution markets may vary in a different region. Practical implications As a means to foster textile waste reduction through second-hand clothing business, these stores could adopt innovative revenue streams, additional partnerships, and improved fashion and store appeal that may be effective in increasing profits and the number of customers. Originality/value This study is one of the early attempts to examine the business model of second-hand fashion stores, a form of collaborative consumption in the fashion context. The study contributes in promoting second-hand fashion stores as a sustainable business model in the fashion industry.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-17T06:57:18Z
      DOI: 10.1108/JFMM-05-2017-0049
       
  • How citizen influencers persuade their followers
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose The purpose of this paper is to investigate how today’s new type of opinion leaders, “Citizen Influencers” (CIs), persuade their followers by exploring which characteristics contribute to their persuasiveness. Design/methodology/approach Combining theories within opinion leadership, celebrity endorsement, product placement and user-generated content (UGC) five source characteristics – namely, expertise, trustworthiness, likeability, similarity and familiarity – are investigated using fashion as an example. A longitudinal netnographic study of ten CIs and their UGC and six focus groups with followers of specific CIs on Instagram are conducted. Findings All five characteristics contribute to the persuasiveness of CIs with trustworthiness as the main contributor. CIs persuasiveness lies in their unique ability to encompass two opposing qualities simultaneously: being attainable and relatable like ordinary consumers; being taste leaders with superior, celebrity-like status. Research limitations/implications Only qualitative studies within the fashion category have been conducted, wherefore the relative weight between the two qualities cannot be quantified. Practical implications When choosing a CI, managers may consider: the amount of followers per CI as an indicator of influence; similarity between follower and CI as it provides the basis for trust; and the CIs personal universe on their Instagram profile as it leverage the meanings associated with the brand. Originality/value The key driver of CIs persuasiveness is their trustworthiness which mediates and amplifies the effect of the other four characteristics. CIs’ persuasive power rests upon the balancing act of being relatable and aspirational.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-17T06:50:54Z
      DOI: 10.1108/JFMM-09-2017-0095
       
  • Price and perceived product quality: a comparison of denim jeans in three
           price categories
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose The purpose of this paper is to compare a set of product specifications to evaluate appearance and performance characteristics of denim jeans at three price categories, and identify any relationships between price and product quality. Design/methodology/approach This research is as a quasi-experimental laboratory study. The product specifications of jeans are identified. Next, the appearance and performance characteristics of jeans are examined initially and after one and five repeated laundering cycles. The data are analyzed within and between each price category to identify any possible relationship between price and product quality. Findings The price category of jeans does not necessarily reflect different dimensions of product quality. Although higher priced jeans had superior product specifications and visual appearance, they did not show superior performance with respect to all elements of fit, durability, and color performance when these three factors were measured through laboratory testing. Research limitations/implications The limitations of this study from a research perspective include a small sample size, gender-focused sample selection. and the focus on only three retail categories. These limitations impact the generalizability of the results but could serve as a basis for similar studies. The evaluated product quality attributes were limited to intrinsic/measurable characteristics. Future studies should consider the extrinsic attributes of quality, especially as they are related to consumer’s purchasing decision. Practical implications Retailers in moderate and budget price categories can benefit from educating consumers about the quality attributes of jeans that would ultimately influence their post-purchase experience and are not necessarily related to the product’s price category. Educators can use this information to assist in teaching students about the multiple dimensions of materials and assembly choices, and how this will impact their final products as they are learning the apparel product development process. Originality/value The focus of this study on the quantification of intrinsic product attributes is unique and provides measurable data for product evaluation by consumer researchers and industry. The results of this research identify the strengths and weaknesses in the appearance and performance characteristics of jeans in different price categories, and how those may affect consumers’ purchase intention.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-10T02:02:35Z
      DOI: 10.1108/JFMM-10-2017-0104
       
  • Consumer attitudes and communication in circular fashion
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose The purpose of this paper is to explore consumers’ views and expectations on circular clothing. This paper also clarifies how the remanufacturing process should be communicated and circular fashion marketed to consumers. Design/methodology/approach The research methodology consisted of consumer interviews, utilising an online innovation platform (Owela) to involve consumers and workshops with project partners and with external stakeholders. Findings Consumers’ interest towards recycling and sustainable solutions has increased. They appreciate the idea of recycling textile waste to produce new clothes; circular products should become “the new normal”. Consumers are asking for more visible and concrete information about circular clothing and how their behaviour has affected the environmental aspects of textile production. The communication should be timed correctly by using multiple communication channels and also paying attention to the shopping experience. In addition, digital services alongside circular clothing could create additional value for consumers. Research limitations/implications In this study, only consumers from Finland were involved. The results might be different in different parts of Europe and especially worldwide. Originality/value This study focusses on circular clothing – an area that has not been studied much before. Also, consumers involved in this study were of a different age compared to most of the previous studies, where the focus has been mainly on young college students.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-10T01:58:14Z
      DOI: 10.1108/JFMM-08-2017-0079
       
  • Financial productivity issues of offshore and “Made-in-USA”
           through reshoring
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose The purpose of this paper is to examine merchandise performance-based financial productivity of offshore vs reshore sourcing scenarios for fashion/seasonal products with higher demand uncertainty, using computer simulation software. Design/methodology/approach Using Sourcing SimulatorTM, the researchers generated a data set of 530 simulations concerning merchandising performance measures for offshore and reshore sourcing scenarios. Analysis of covariance was conducted for data analysis. Findings Results show financial productivity differs, depending on a sourcing decision between offshore and reshore sourcing scenarios as well as on the levels of volume error and assortment error. The reshore sourcing scenario through “Made-in-USA” domestic production strategy can have a better profitability, including gross margin return on inventory with service level, in cases of under-volume error and over-assortment error, than the offshore sourcing scenario. Research limitations/implications Findings from this study are based on simulation data, which may have a gap between simulations and reality concerning the competitive advantages of “Made-in-USA” domestic production strategy. “Made-in-USA” domestic production strategy can be more agile and responsive to the uncertainty of markets and customer demands when the supply chain systems are well-integrated and fully implemented. Originality/value Results from this study contribute to fill the literature gap about differences of financial productivity between offshore and reshore sourcing scenarios for apparel manufacturers and retailers. This study also offers an insight of which decision response may be better to uncertain customer demands, while satisfying financial productivity.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-04T03:18:48Z
      DOI: 10.1108/JFMM-12-2017-0136
       
  • Customer involvement, fashion consciousness, and loyalty for fast-fashion
           retailers
    • Abstract: Journal of Fashion Marketing and Management: An International Journal, Ahead of Print.
      Purpose The purpose of this paper is to investigate how customer involvement in product development creates an emotional connection, satisfaction, and subsequent loyalty toward fast-fashion retailers across high vs low fashion-conscious consumers. Design/methodology/approach Both qualitative and quantitative methods were used to gain understandings of the impacts of customer involvement. To explore customers’ general perceptions of fast-fashion retailers, a focus group interview with 11 US students was conducted. Data for a hypothesis test were obtained from 306 US female consumers and analyzed through structural equational modeling. Findings The findings underscored the relational benefits of involving customers in product development and the substantial moderating impact of female customers’ fashion consciousness. Practical implications The study’s findings support that the customer-brand relationship can be solidified by proactively involving customers in product development. This is beyond benefits derived from leveraging customers’ operant resources in product innovation. Thus, apparel retailers should take such interactive opportunities to build relationships with customers. Also, involving customers in product development can be a critical way for fast-fashion retailers to establish an emotional bond with and loyalty from consumers with a low level of fashion consciousness. Thus, any digital opinion platform designed to foster customer involvement should be managed with the customer-brand relationship in mind. Originality/value This study contributes to the emerging body of literature on customer involvement in product development in fast-paced retailing by elucidating the psychological process through which their participation strengthens the customer-brand relationship manifested in emotional, evaluative, and behavioral responses to the brand, and by identifying a consumer attribute that fortifies this process.
      Citation: Journal of Fashion Marketing and Management: An International Journal
      PubDate: 2018-05-04T03:15:08Z
      DOI: 10.1108/JFMM-03-2017-0027
       
 
 
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