JournalTOCs

Journal of Fashion Marketing and Management
Journal Prestige (SJR): 0.608

Citation Impact (citeScore): 2
Number of Followers: 13

Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1361-2026 - ISSN (Online) 1758-7433
Published by Emerald

[362 journals]

The influence of dispositional traits on Generation Z's intention to
purchase sustainable clothing
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  Authors: Sofia Salvado Antunes, Cristela Maia Bairrada, Susana Garrido
  Abstract: Aim of this study is to examine how environmental concern and perceived consumer effectiveness (PCE) mediate the effect of consumer optimism and pessimism on Generation Z's intention to purchase sustainable clothes. A survey was administered to 247 Gen Z students using a quantitative methodology. Structural equation modeling was used for hypothesis testing. The examination of findings provides support for the idea that both optimism and pessimism have a direct impact on environmental concerns and perceived consumer effectiveness. Additionally, it reveals that environmental concerns and perceived consumer effectiveness play a positive role in influencing sustainable clothing purchases. This study is one of the first marketing studies to explore the relationship between personality traits, environmental concerns and the intention to purchase sustainable clothing, providing insight into their relationship. Some methodological limitations impact the contributions of this cross-sectional investigation. It only tested a few variables predicting the intention to purchase sustainable clothing. This research provides decision-makers, including marketers, with insights on leveraging dispositional traits to increase consumers' purchase intention of sustainable clothing. Environmental concerns and PCE have a positive effect on sustainable clothing purchases, which are influenced by both optimism and pessimism.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-12-02
  DOI: 10.1108/JFMM-03-2023-0073
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Effects of brand knowledge on green trust and green brand equity:
multigroup comparisons based on perceived brand greenness and age
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  Authors: Tracie Tung, Franck Vigneron
  Abstract: The purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image). Three multiple-group comparisons of structural equation modeling were used to analyze the data collected from a questionnaire. An experimental design was applied (high vs. low perceived brand greenness). A total of 440 usable responses were collected from an online consumer panel. With a higher percentage of participants older than 60 years, two groups were used, younger (under 55) and older (over 55), within each brand condition to conduct age comparisons. Consumers' previous brand experience is important. The most promising indicators are brand image and green trust for GBE. A difference was observed between the group comparisons. For the less perceived green brand, existing brand image played a more important role in the process, and there is a need to enhance its green trust. For the higher perceived green brand, more factors should be included to explain their GBE, especially for consumers under 55. This study identified two moderators, perceived brand greenness and age, in the formation of GBE, which has not been widely explored in the literature. The findings provide significant insights for generational cohorts, focusing for the first time on the joint catalyst effect of greenness and age regarding the influence of GBE on consumers' commitment to green brands. Additionally, the fact that a higher percentage of participants are Baby Boomers enables this study to add to the existing body of literature and bring unique perspectives to understand their and their younger counterparts' attitude toward green consumption.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-11-29
  DOI: 10.1108/JFMM-12-2022-0262
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
What drives customers to use virtual fitting rooms' The moderating effect
of fashion consciousness
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  Authors: Wenkun Zhang, Yanan Wang
  Abstract: Despite significant advances in previous work, there are still gaps in the research on customers' acceptance of virtual fitting rooms (VFRs). This research aims to highlight the effects of the characteristics of VFRs on the intention to use. Fashionable clothing shoppers in Harmony Shopping Plaza and Ginza Shopping Plaza in Jinan, China, were chosen as the main sample. A total of 304 valid questionnaires were collected using a questionnaire QR code, which was scanned to access the questionnaire. Structural equation modeling was used to test the relevant hypotheses. The results showed that customers' usage intention (UI) was positively associated with perceived efficiency, design and perceived security. Furthermore, the mediating effects of perceived ease of use and perceived usefulness were significant between design, vividness and UI. In contrast to existing research, which focuses primarily on the posterior effects of psychological perception and behavior, this paper focuses on the antecedents of customer psychological perceptions. This study also examines the moderating effect of fashion consciousness, which also provides reference value for future research. The findings of this paper provide practical guidance for the promotion of VFRs.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-11-28
  DOI: 10.1108/JFMM-04-2023-0099
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Prioritising sustainable garment choice among high-volume fashion
consumers
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  Authors: Lisa S. McNeill, Balkrushna Potdar, Rachel H. McQueen
  Abstract: The purpose of this paper is addressing the negative environment and social impacts of the fashion industry that has emerged as a major societal challenge in the last century; however, people continue to over-consume and over-waste textile products in the form of fashion garments. More research is required to understand how fashion consumption connects with perceptions of sustainability and sustainable action by individual consumers. This paper surveys 501 Australian and New Zealand consumers, on their fashion purchasing habits, and the role of sustainability in their fashion consumption behaviour. The study found a relationship between higher levels of garment consumption and increased focus on sustainability in fashion choices. This finding is significant, as it suggests that fashion over-consumers are still mindful of the sustainable impacts of their consumption, and are motivated towards reducing that impact, despite not reducing their volume of consumption. The study indicates the importance of a continued focus on transparency and traceability of fashion products in Australasia, as some over-consumers use this information to make better choices in the purchase situation, as opposed to acting on a general call to reduce consumption.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-11-27
  DOI: 10.1108/JFMM-11-2022-0229
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Secondary sneaker market: Investigating the motives, activities, resources
and capabilities of the triadic framework
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  Authors: Kelcie Slaton, Sanjukta Pookulangara
  Abstract: The purpose of this study was to investigate the elements of the triadic framework (e.g. consumer motives, activities, resources and capabilities) and their influence on consumer attitudes and the theory of reasoned action (TRA) elements of subjective norms and eventual purchase intention of secondary sneakers. The framework draws from two models, the triadic framework for collaborative consumption and the TRA. Data was collected using an online survey, which consisted of demographic questions and reliable scales. The hypothesized relationships were tested through structural equation modeling. The findings indicate that reducing risks and the customer activity of providing information was significant in influencing consumers' attitudes. However, the customer motives of economic and environmental as well as technical skills were not significant in influencing attitudes. This study attempts to inform secondary and full-priced retailers offering used products strategies to provide the best experience to millennial and generation Z consumers to ensure they can attract and retain them. It can be stated with a high degree of certainty that sneaker resale remains one of the most permanent trends in the market today with sneaker resale is significantly outperforming the broader ecommerce ecosystem suggesting more research into the motivations of secondary sneaker consumption.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-11-20
  DOI: 10.1108/JFMM-03-2023-0058
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Classification and regression tree approach for the prediction of the
seasonal apparel market: focused on weather factors
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  Authors: Jungmi Oh
  Abstract: Climate change-induced weather changes are severe and frequent, making it difficult to predict apparel sales. The primary goal of this study was to assess consumers' responses to winter apparel searches when external stimuli, such as weather, calendars and promotions arise and to develop a decision-making tool that allows apparel retailers to establish sales strategies according to external stimuli. The theoretical framework of this study was the effect of external stimuli, such as calendar, promotion and weather, on seasonal apparel search in a consumer's decision-making process. Using weather observation data and Google Trends over the past 12 years, from 2008 to 2020, consumers' responses to external stimuli were analyzed using a classification and regression tree to gain consumer insights into the decision process. The relative importance of the factors in the model was determined, a tree model was developed and the model was tested. Winter apparel searches increased when the average, maximum and minimum temperatures, windchill, and the previous day's windchill decreased. The month of the year varies depending on weather factors, and promotional sales events do not increase search activities for seasonal apparel. However, sales events during the higher-than-normal temperature season triggered search activity for seasonal apparel. Consumer responses to external stimuli were analyzed through classification and regression trees to discover consumer insights into the decision-making process to improve stock management because climate change-induced weather changes are unpredictable.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-11-20
  DOI: 10.1108/JFMM-12-2022-0266
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Millennial perceptions of private label and national brand apparel
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  Authors: Katelyn Sorensen, Jennifer Johnson Jorgensen
  Abstract: This paper aims to use Q methodology to investigate Millennial perceptions toward private label or national brand apparel. Q methodology was chosen to identify factors, which correspond to patterns of perceptions prevalent among Millennials. Participants were supplied with 14 statements that they sorted into two Q sorts – One representing perceptions of private label and the other representing perceptions of national brands. The Q sorts were completed through Qualtrics and participants answered open-ended questions on the placement of each statement within each Q sort. Two factors emerged on private labels, highlighting patterns in price consciousness and uniqueness (acknowledged as patterns surrounding the desire for particular apparel characteristics). Three factors arose for national brand apparel, emphasizing the need for national brands to provide consumers with product security, quality and uniqueness (as identified through the unpreferred qualities national brands typically exhibit). This study illustrates the various viewpoints retailers must consider when marketing apparel to a specific target demographic. In addition, a single perception (uniqueness) was found to connect motivations, which led to the development of a model for future inquiry. Despite complete Q sorts and qualitative statements, participants' unfamiliarity with Q methodology and the sorting action of statements could be considered a limitation. The use of MTurk is also considered a limitation owing to the anonymity and possible deception of the workforce. Private label brand personality growth has many retailers expanding their brand portfolios. Based on the findings of this study, specific opportunities are highlighted for the expansion and marketing of private labels and brand labels based on specific perceptions of a broad Millennial cohort.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-11-15
  DOI: 10.1108/JFMM-04-2022-0085
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Responding with care: ethical measures in the fashion industry during the
COVID-19 pandemic in Spain
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  Authors: Ana Castillo, Leopoldo Gutierrez, Ivan Montiel, Andres Velez-Calle
  Abstract: This paper aims to analyze the ethical responses of the fashion industry to the first wave of the COVID-19 pandemic when the entire world was shocked by the rapid spread of the virus. The authors describe lessons from emergency ethics of care in the fashion industry during the initial months of COVID-19, which can assist fashion managers in improving ethical decisions in future operations. Rapid qualitative research methods were employed by conducting real-time, in-depth interviews with key informants from multinational fashion companies operating in Spain, a severely affected region. A content analysis of news articles published during the first months of 2020 was conducted. Five critical disruptions in the fashion industry were identified: (1) changes in public needs, (2) transportation and distribution backlogs, (3) defective and counterfeit supplies, (4) stakeholder relationships at stake and (5) managers' coping challenges. Additionally, five business survival responses with a strong ethics of care component were identified, implemented by some fashion companies to mitigate the damage: (1) adapting production for public well-being, (2) enhancing the flexibility of logistic networks, (3) emphasizing quality and innovation, (4) reinventing stakeholder collaborations and (5) practicing responsible leadership. Despite the well-documented controversies surrounding unethical practices within the fashion industry, even during COVID-19, our findings inform managers of the potential and capability of fashion companies to operate more responsibly. The lessons learned can guide fashion companies' operations in a post-pandemic society. Furthermore, they can address other grand challenges, such as natural disasters, geopolitical conflicts and climate change.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-11-09
  DOI: 10.1108/JFMM-02-2023-0030
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Understanding the impact of fashion app emotional attachment on consumer
responses: the role of e-servicescape, customer experience and perceived
value of online shopping
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  Authors: Vipul V. Patel, Richa Pandit, Ramzan Sama
  Abstract: The primary purpose of this study is to examine the relationship between conumers' emotional attachment towards fashion apps and positive behavioral outcomes, such as e-WoM and repurchase intention. The study also aims to explore how e-servicescape, customer experience and perceived value of online shopping influence this relationships. The study has used quantitative research methods to collect data from a sample of 484 consumers who had previous experience of purchasing using fashion apps. Data were collected from university students enrolled in university in Gujarat, India using an online self-administered questionnaire. The data are analyzed using structure equation modeling to determine the relationships between the variables under investigation. The results demonstrate relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM. The study found support for hypotheses 1, 2 and 3, highlighting the influence of e-servicescape, customer experience and perceived value of online shopping in developing emotional attachment with fashion apps. The study also confirmed hypotheses 5 and 6, which suggest that consumers who have a stronger emotional attachment to fashion apps are more likely to intend to repurchase fashion products and engage in positive electronic word-of-mouth behavior for fashion brands. In today's digital age, fashion apps are vital for fashion retailers to remain competitive and offer their customers a smooth and immersive shopping experience . Given the potential impact of fashion apps on the customer behavior, it is essential to investigate the relationship relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM in the context of fashion apps. The findings of the study are expected to contribute to the understanding of consumer behavior in the context of fashion apps and e-commerce more broadly. The results may also provide insights into how fashion retailers can improve their online presence and customer experiences to increase emotional attachment and positive behavioral outcomes. The results of this study have several implications for online retail managers and fashion app developers. The study provides strong support for the idea that the extent to which online customers feel emotionally attached to fashion apps is strongly related to their e-WoM and repurchase intention. Moreover, the results of the study suggest that online retailers who are looking to cultivate emotional connections with consumers through fashion apps should prioritize three key areas: e-servicescape, customer experience and perceived value of online shopping.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-11-09
  DOI: 10.1108/JFMM-05-2023-0113
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
The effect of digital fashion visual symbol perception on consumer
repurchase intention: a moderated chain mediation model
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  Authors: Tongtong Yan, Jing Wu, Hu Meng
  Abstract: The study aims to explore how fashion visual symbols influence consumers' inclination for repurchasing. It attempts to investigate the intricate interplay among three essential variables (social presence, collective excitement and cultural identification) from the perspective of Interaction Ritual Chains theory. Meanwhile, an attempt is made to reveal the underlying patterns in these relationships, fully harnessing the positive impact of fashion brand visual symbols in brand marketing. This study employs a quantitative research methodology, administering an online survey in China, from which 381 valid responses were collected by simple random sampling. The acquired data were subjected to structural equation model and hypotheses testing. The analysis reveals that heightened visual symbol perception significantly strengthens consumers' social presence, consequently elevating the probability of collective excitement. This establishes a mediated chain model, reinforcing repurchase intention. Additionally, the moderation effect analysis indicates that cultural identification negatively moderates both direct paths in the mediated chain model, with particularly pronounced effects for low cultural identification. This study establishes a closed-loop system in fashion brand product marketing, continuously enhancing the intimacy and interactive willingness between consumers, as well as between consumers and the brand. The objective is to increase brand repurchase rates. Additionally, the research provides valuable recommendations and strategies for fashion brands to adapt to Chinese consumer demands, strengthen emotional attachment between consumers and the brand, and achieve sustainable development in the realm of fashion consumption.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-11-09
  DOI: 10.1108/JFMM-08-2023-0202
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Understanding the relationship between the material self, belief in brand
essence and luxury fashion rental
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  Authors: Eunsoo Baek, Eujin Park, Ga-eun (Grace) Oh
  Abstract: With the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material self-framework. We propose that consumers adopt luxury fashion rentals to construct and manage the personal and social aspects of the material self and that their belief in brand essence facilitates the mechanism. A total of 296 responses of US female participants collected from Cloudresearch were analyzed to test the relationships between constructs in the proposed model. The results, using structural equation modeling analysis, supported the expected relationships. Specifically, whereas the social material self directly increased adoption intention, the personal material self indirectly increased such intention via the belief that rented luxury items preserve brand essence. Our findings advance the literature by showing how the self is constructed and managed in collaborative luxury fashion consumption, from self-identity perspective. The current research reveals the important roles of two aspects of material self that respectively contribute to consumers' adoption of luxury fashion rentals. This study empirically tests the material self theory in the context of luxury fashion rental and demonstrates the processes of how consumers regard a luxury fashion rental as a tool to construct their identity. This study not only validates the two-structure model of material self (social and personal), but also incorporate the role of brand essence in revealing how the two facets of material self differently facilitate luxury fashion rental adoption.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-11-03
  DOI: 10.1108/JFMM-06-2023-0149
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Do cosmopolitans care about the world' The effect of cosmopolitanism on
the consumption of sustainable apparel
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  Authors: Maria S. Soledad Gil, Jin Su, Kittichai Watchravesringkan, Vasyl Taras
  Abstract: The purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior. A total of 469 US responses collected using MTurk were retained for the analysis after screening for unengaged responses. Structural equation modeling was used to confirm the factor structure of the measurement model and to analyze the structural model. A two-step cluster analysis using log-likelihood distance measure and Akaike's Information Criterion was conducted to explore consumer profiles and past behavior. Based on the model results, CCO positively impacts apparel sustainability knowledge, attitude toward purchasing sustainable apparel, perceived norm and sustainable apparel purchase intention. Attitude and perceived norm also impact sustainable purchase intention. The two-step cluster analysis, based mainly on sustainable past behavior, reveals that the group of sustainability engaged consumers knows more about apparel sustainability, has a stronger intention to purchase sustainable apparel, is more cosmopolitan and shows a higher tendency to follow social norms. Consumers in this group also tend to live in metropolitan areas and are slightly younger than unengaged consumers. This study expands CCO research linking two major trends in society and industry: cosmopolitanism and sustainable apparel consumer behavior. The study reveals that CCO uplifts consumers' sustainable behavior and provides evidence in support of CCO as a driver of sustainable consumer behavior. Moreover, results imply a positive future outlook for the diffusion of sustainable apparel, as well as a much-needed mainstream consumer adhesion to more sustainable lifestyles. Given the repercussions of the findings, this research has numerous theoretical as well practical implications.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-10-24
  DOI: 10.1108/JFMM-07-2022-0143
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Trend tracking tools for the fashion industry: the impact of social media
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  Authors: Alex Rudniy, Olena Rudna, Arim Park
  Abstract: This paper seeks to demonstrate the value of using social media to capture fashion trends, including the popularity of specific features of clothing, in order to improve the speed and accuracy of supply chain response in the era of fast fashion. This study examines the role that text mining can play to improve trend recognition in the fashion industry. Researchers used n-gram analysis to design a social media trend detection tool referred to here as the Twitter Trend Tool (3Ts). This tool was applied to a Twitter dataset to identify trends whose validity was then checked against Google Trends. The results suggest that Twitter data are trend representative and can be used to identify the apparel features that are most in demand in near real time. The 3Ts introduced in this research contributes to the field of fashion analytics by offering a novel method for employing big data from social media to identify consumer preferences in fashion elements and analyzes consumer preferences to improve demand planning. The 3Ts improves forecasting models and helps inform marketing campaigns in the apparel retail industry, especially in fast fashion.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-10-21
  DOI: 10.1108/JFMM-08-2023-0215
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Who still shops at omnichannel fashion department stores' An analysis of
generational cohorts and intent to purchase
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  Authors: Cydni Meredith Robertson, Caroline Kopot
  Abstract: While today's customer steadily adapts to various modes of shopping, their beliefs around fluency through each shopping channel, and personal factors such as income level, can impact their intention to patronage or purchase from omnichannel department stores. Hence, this study analysed the customers of omnichannel fashion department stores, using perceived fluency and income as indirect factors that help understand customers' patronage intention and purchase intention. The overarching framework for this research is the theory of reasoned action, in which patronage and purchase intentions represent the specific likelihood-of-performance behaviours. A Seemingly Unrelated Regression model was empirically used to analyse the relationships between generational cohorts, income, and perceived channel fluency and the behaviours that lead to patronage intention and purchase intention. Researchers conducted a survey among 552 omnichannel fashion department store consumers to examine today's retail environment. The results of this study suggest that (1) consumers between the ages of 50 and 69 years, including older Generation X and younger Baby Boomers, who earn between $60,000 and $79,999 in annual salary show a significantly positive relationship with both patronage and purchase intentions through perceived fluency and (2) consumers between the ages of 38 and 49 years, including older Millennials and younger Generation X, who earn between $80,000 and $99,999 in annual salary show a significantly positive relationship with purchase intention through perceived fluency This study analyses correlations between a generational cohort, perceived fluency as moderated by income and the relationship between these variables and customers' patronage and purchase intentions, which has not been studied before.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-10-16
  DOI: 10.1108/JFMM-08-2022-0182
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Why do and why don't consumers use fashion rental services' A
consumption value perspective
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  Authors: Heeju Noe, Jonghan Hyun
  Abstract: The study utilized the consumption value theory to explore the motivational factors that define and differentiate the users and nonusers of fashion rental services A focus group was conducted to generate an initial list of measurement items. These items were refined through a pretest and then used in a self-administered online questionnaire to collect data from a total of 300 users and 300 nonusers. The collected data were analyzed using factor analysis to identify the factors that define users and nonusers. A MANOVA was then conducted to explore the differences in the identified factors between users and nonusers. Using factor analysis, nine factors were extracted across the five consumption values (functional, social, emotional, conditional and epistemic). MANOVA revealed a significant difference between users and nonusers across all factors. Further analyses suggested that the most differentiating factors are two emotional value factors and one social value factor. Despite existing studies of fashion rental services, it is debatable whether the phenomenon is fully understood since previous studies primarily focus on consumers who engage in fashion renting services – there is a lack of focus on nonusers. This study provides unique contributions by exploring the phenomenon from both the user's and the nonuser's perspective.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-10-14
  DOI: 10.1108/JFMM-07-2023-0168
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Factors influencing older adults' intention to use virtual fitting room
technology during the COVID-19 pandemic
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  Authors: Chanmi Hwang, Byoungho Jin, Linfeng Song, Jing Feng
  Abstract: The purpose of this paper is to examine the factors that influence older adults' intention to use virtual fitting room technology during the COVID-19 pandemic based on the extended technology acceptance model (TAM). An online survey was conducted with a sample of older adults from 60 to 90 years old (n = 819). A structural equation modeling was conducted to test a proposed research model. The results revealed that older adults' behavioral intentions were positively influenced by perceived usefulness and ease of use, and fear of infection during the pandemic was significantly related to the perceived usefulness. Fit concern was not significantly related to perceived usefulness of virtual fitting room technology. This research extends the TAM by adding antecedents to perceived usefulness in explaining older adults' adoption of virtual fitting technology.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-09-21
  DOI: 10.1108/JFMM-10-2022-0210
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Innovative attributes, brand reputation and behavioral consequences in the
clothing industry: the roles of self-congruity and value consciousness
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  Authors: Nik Mohd Hazrul Nik Hashim, Nor Rahimy Khalid, Suraya Akmar Mokhtaruddin, Abdullah Al Mamun, Mohammed Abdur Razzaque
  Abstract: Researchers have paid little attention to elucidating how customer-perceived innovative apparel attributes are linked to brand reputation and consumer buying behaviors. This study intends to bridge that gap by providing empirical evidence on the effects of product novelty, product difference and product inimitability on brand reputation and behavioral intentions in the context of garment purchasing. We also investigate the moderating effects of self-congruity and value consciousness on the attribute‒brand reputation linkages, as well as their immediate influence on the domain variables. The proposed model was estimated using data from a web-based survey of 299 female apparel customers. Structural equation modeling was employed to test the relationships between variables. The results indicate that product novelty, product inimitability, self-congruity and value consciousness significantly influence brand reputation. The results also demonstrate that self-congruity, value consciousness and brand reputation have direct effects on behavioral intention, while self-congruity and value consciousness appear to moderate the relationship between innovative product attributes and brand reputation. This study is the first to present a conceptual model that systematically encompasses product innovation, brand perceptions and behavioral links in the field of women's clothing. The findings have important implications for both academics and practitioners in the field of fashion marketing.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-09-19
  DOI: 10.1108/JFMM-10-2022-0209
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
The impact of servitization on perceived quality, purchase intentions and
recommendation intentions in the ready-to-wear sector
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  Authors: Petek Tosun, Gökhan Tosun
  Abstract: This study examines the impact of servitization in the form of repair and maintenance services on consumers' quality perceptions, purchase intentions and recommendation intentions while considering consumer frugality as a moderator in the retail ready-to-wear sector. A quantitative approach based on consumer research was pursued. Study 1 tested the research model using a fictitious ready-to-wear brand within an experimental design. To increase the generalizability of results, Study 2 retested the model with a well-known ready-to-wear brand. For both studies, regression, mediation and moderation analyses were conducted in SPSS. Both studies showed that servitization positively influences perceived quality. Servitization positively affects purchase intentions and recommendation intentions indirectly via the mediating role of perceived quality. Frugality moderates the relationship between servitization and perceived quality for the fictitious brand (Study 1), whereas it is not significant for a well-known ready-to-wear brand (Study 2). Servitization positively influences perceived quality regardless of consumers' frugality levels for a stronger brand. This study suggests and tests an original conceptual model that relies on signaling theory. It is among the first studies to examine the impact of servitization on retail fashion consumers' quality perceptions and consequent purchase and recommendation intentions. This study also contributes to the literature by presenting empirical findings based on consumer research on servitization while considering frugality as a moderator. Bundling products with additional services can contribute to quality perceptions and consequently to purchase and recommendation intentions for ready-to-wear brands.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-09-14
  DOI: 10.1108/JFMM-09-2022-0198
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
How to discover consumer attention to design topics of fast fashion: a
topic modeling approach
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  Authors: Xuwei Pan, Jihu Li, Jianhong Luo, Wenbang Zhan
  Abstract: It is widely known that fast-fashion retailers are struggling to keep up with consumer attention for quick responses within the fashion industry. With the advance of Internet and e-commerce, consumers prefer to purchase online. Online platform information has become an essential source for exploring consumer attention. However, there is often a mismatch between the information provided by retailers and the feedback received from consumers, leading to an imbalance between the supply side and demand side of online information. The purpose of this study is therefore to provide a unified approach to discover consumer attention from the design topic aspect by revealing the information imbalance between supply side and demand side. To address the issue of online information imbalance and discover consumer attention, this study proposed an approach that focuses on the design topic perspective. The design topic is a collection of design elements that represent a clothing-design feature more comprehensively and accurately compared to a single design element. The proposed approach begins with generating design topics through topic modeling based on online information provided by retailers on e-commerce platforms. Two indicators, influence degree and attention degree, are then used to quantify the intensity of supply information and consumer attention related to design topics. Finally, design topic strategy diagrams are constructed to reveal information imbalance and discover consumer attention. The experimental case demonstrates the existence of information imbalance, indicating that the intensity of supply information and consumer attention from the perspective of design topics is not uniform, although both follow the Pareto principle. The results of consumer attention distribution with heavy power-law tails are consistent with current research findings. This further demonstrates that the proposed approach is capable of discovering consumer attention in the design topic strategy diagrams. The issue of information imbalance between retailers and consumers poses a challenge in keeping up with customer attention. The proposed approach offers a practical solution by visually identifying the symptoms of information imbalance and discovering consumer attention through design topic strategy diagrams. This approach provides fast-fashion retailers with a valuable reference to seize market opportunities, improve product design and adjust marketing or management strategies. This study proposes a novel approach to disclose the issue of information imbalance between supply side and demand side and therefore to discover consumer attention from the perspective of design topics. In addition, guidelines for applying the proposed approach for fast-fashion marketing and management are presented.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-09-05
  DOI: 10.1108/JFMM-10-2022-0208
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Impact of sex in luxury fashion advertisements on brand attractiveness and
identification
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  Authors: Alyssa Dana Adomaitis, Diana Saiki, Juan del Pozo Severino
  Abstract: This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States. A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). IBM SPSS Statistics was used to analyze the data which included descriptive statistics and a two-way multivariate analysis of variance followed by an analysis of variance. The results indicated that less sexuality in luxury advertisements was better in generating attractiveness to and identification with the brand. The advertisements with models fully clothed were rated highest on brand attractiveness and identification. These relationships were statistically significant among groups of men and women. These findings are important to scholars and marketers of luxury brands as sexuality in luxury brands continues to increase and becomes more provocative, as well as socially conscious.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-09-01
  DOI: 10.1108/JFMM-08-2022-0181
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Investigating the conceptual link between appearance-related
self-discrepancies and retail therapy shopping behavior through
motivational routes
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  Authors: Jonggeun Lee, Amrut Sadachar
  Abstract: The purpose of this study was to propose and examine a conceptual model delineating how two different types of appearance-related self-discrepancies (i.e. the ideal appearance self-discrepancy vs. the ought appearance self-discrepancy) influence retail therapy shopping behavior through motivational route (i.e. approach motivation vs. avoidance motivation). This study utilized the online survey for data collection. Using a national sample of 532 US consumers who had retail therapy shopping experience, the conceptual model was tested through various statistical techniques, including confirmatory factor analysis, exploratory factor analysis and structural equation modeling. Results revealed that the ought appearance self-discrepancy positively influenced retail therapy shopping behavior through avoidance motivation and emotion-focused coping strategy, whereas the ideal appearance self-discrepancy did not influence retail therapy shopping behavior. The results also suggested that the effect of two different types of appearance-related self-discrepancies on motivations in retail therapy shopping context varied depending on the gender (i.e. male vs. female). Results suggest implications regarding potential target market strategies to retailers and provide a better understanding of retail therapy shoppers' characteristics and psychological mechanisms for consumer researchers.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-08-30
  DOI: 10.1108/JFMM-07-2022-0160
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Factors affecting social media usage by market mavens for fashion-related
information provision
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  Authors: Angie Lee, Ann Marie Fiore
  Abstract: The purpose of this study was to understand factors affecting market mavens' use of social media for fashion-related information provision. The study examined market mavens' motivations to share fashion-related information. Specifically, this study investigates the impact of their motivations (i.e. pleasure from helping, a sense of obligation) and technology acceptance model variables (i.e. beliefs about and attitude toward using social media) on intention to use social media for sharing fashion-related information. An online survey yielded 862 responses from US female respondents. A subset (N = 307) representing those high in market mavenism was used for the study. Structural equation modeling was employed for the analysis. The results confirmed that market mavens were driven by pleasure from helping and a sense of obligation to share fashion-related information. These motivations and attitude toward using social media to disseminate fashion-related information positively influenced market mavens' intention to use it to disseminate fashion-related information. Furthermore, belief variables (i.e. perceived usefulness, ease of use and enjoyment associated with social media) indirectly impacted this intention. The study adds to the scant research examining market mavens' motivations for sharing fashion-related information with others and their intention to use social media. It provides valuable insights for fashion retailers looking to enhance the impact of social media marketing through the deployment of market mavens – very knowledgeable, motivated and trusted consumers.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-08-29
  DOI: 10.1108/JFMM-05-2022-0108
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
An integrative model for online community citizenship behavior of luxury
fashion brands on Instagram
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  Authors: Li-Chun Hsu
  Abstract: This study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory of socially shared cognition (TSSC) as the theoretical basis for model integration, this study identifies the key factors that maintain the relationship between online community members and brands and prompt brand members to establish a close emotional connection with the brand and generate community citizenship behavior for the brand. This study examines community members who own products from luxury fashion brands (e.g. Louis Vuitton, Chanel and Hermès) and have followed the official Instagram account of the luxury fashion brand for at least 1 year, with a total of 582 valid samples. Structural equation modeling (SEM) is used to test the model. All except for one of the hypotheses are supported, and the theoretical model exhibits acceptable goodness-of-fit. The strongest effect is that of brand community identification on affective brand commitment, followed by that of online co-creation on community citizenship behavior and that of brand commitment on community citizenship behavior. SIT was used as the basis and extended to the TSSC to integrate the theoretical perspectives. This study identifies the online brand relationship between service providers and consumers, explores possible causes and consequences from multiple perspectives and proposes conclusions and practical management implications as references for marketing personnel.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-08-29
  DOI: 10.1108/JFMM-12-2022-0263
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Understanding the role of Instagram in young adult consumers' purchase and
post-purchase evaluation behaviors
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  Authors: Sara Lewis Hood, Kristin Anne Thoney-Barletta, Lori Rothenberg
  Abstract: This study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors. A survey instrument was developed to explore critical variables, including consumers' purchase and post-purchase evaluation behaviors on Instagram, consumers' trust of Instagram, and demographic factors, adapting previous works from Ko (2018), Djafarova and Rushworth (2017), and Herrando et al. (2019). Survey responses were collected via the Qualtrics participant panel service (N = 226), then coded and analyzed using JMP Pro (Version 14.2). Results indicated that statistically significant mean differences were present among several key variables, including between Millennial and Generation Z post-purchase behaviors on Instagram, willingness to share feedback about a brand experience on Instagram, and trust of content on Instagram. Additionally, it was determined that purchase and post-purchase behaviors on Instagram are significantly different depending on whether or not a consumer trusts Instagram and the content therein. While online consumer behaviors have been previously studied, the impact of young adults' Instagram usage on their purchase and post-purchase evaluation behaviors in the apparel sector had not been thoroughly examined. The findings from this study provide meaningful insights on the purchase and post-purchase behaviors on Instagram of young adult consumers from different generational cohorts. They demonstrate that developing trust with young adults is critical to the success of brands trying to reach this demographic on Instagram.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-08-25
  DOI: 10.1108/JFMM-07-2022-0146
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Using consumer preference data in forecasting demand in apparel retailing
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  Authors: Banumathy Sundararaman, Neelakandan Ramalingam
  Abstract: This study was carried out to analyze the importance of consumer preference data in forecasting demand in apparel retailing. To collect preference data, 729 hypothetical stock keeping units (SKU) were derived using a full factorial design, from a combination of six attributes and three levels each. From the hypothetical SKU's, 63 practical SKU's were selected for further analysis. Two hundred two responses were collected from a store intercept survey. Respondents' utility scores for all 63 SKUs were calculated using conjoint analysis. In estimating aggregate demand, to allow for consumer substitution and to make the SKU available when a consumer wishes to buy more than one item in the same SKU, top three highly preferred SKU's utility scores of each individual were selected and classified using a decision tree and was aggregated. A choice rule was modeled to include substitution; by applying this choice rule, aggregate demand was estimated. The respondents' utility scores were calculated. The value of Kendall's tau is 0.88, the value of Pearson's R is 0.98 and internal predictive validity using Kendall's tau is 1.00, and this shows the high quality of data obtained. The proposed model was used to estimate the demand for 63 SKUs. The demand was estimated at 6.04 per cent for the SKU cotton, regular style, half sleeve, medium priced, private label. The proposed model for estimating demand using consumer preference data gave better estimates close to actual sales than expert opinion data. The Spearman's rank correlation between actual sales and consumer preference data is 0.338 and is significant at 5 per cent level. The Spearman's rank correlation between actual sales and expert opinion is −0.059, and there is no significant relation between expert opinion data and actual sales. Thus, consumer preference model proves to be better in estimating demand than expert opinion data. There has been a considerable amount of work done in choice-based models. There is a lot of scope in working in deterministic models. The proposed consumer preference-based demand estimation model can be beneficial to the apparel retailers in increasing their profit by reducing stock-out and overstocking situations. Though conjoint analysis is used in demand estimation in other industries, it is not used in apparel for demand estimations and can be greater use in its simplest form. This research is the first one to model consumer preferences-based data to estimate demand in apparel. This research was practically tested in an apparel retail store. It is original.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-08-23
  DOI: 10.1108/JFMM-02-2023-0032
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
The effect of perceived scarcity on impulse-buying tendencies in a fast
fashion context: A mediating and multigroup analysis
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  Authors: Hakan Cengiz, Mehmet Şenel
  Abstract: This study investigates the relationships between perceived scarcity, fear of missing out (FOMO) and impulse-buying tendencies (IBT) in the fast fashion context in both scarcity and non-scarcity conditions. Additionally, this study examines whether these relationships vary depending on the type of scarcity messages: limited-quantity scarcity (LQS) and limited-time scarcity (LTS). We used written scenarios, and each participant was assigned to one of the experimental or control groups for LQS and LTS conditions. Using a structural modeling approach, we tested the conceptual model and analyzed the data through SmartPLS version 4. We conducted mediating and multigroup (MGA) analysis. We found that perceived scarcity directly increases IBT and that FOMO partially mediates this relationship across all samples. The MGA findings also revealed that hypothesized relationships were not significantly different across LQS and LTS groups, suggesting that the effect of scarcity messages may be context specific. Previous studies have yielded mixed results on the effects of different scarcity messages on consumer behavior. This study contributes to the literature by providing evidence of the direct relationship between perceived scarcity, FOMO and impulse buying in the fast fashion context. The study supports the idea that the effect of different types of scarcity messages is context specific, suggesting that the relationship between scarcity perceptions and consumer behavior may vary depending on the product category and cultural context.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-08-22
  DOI: 10.1108/JFMM-03-2023-0082
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Perceived risk and second-hand clothing consumption: a
moderated-moderation model
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  Authors: Kian Yeik Koay, Man Lai Cheung, Hui Shan Lom, Wilson Ka Shing Leung
  Abstract: This study aims to investigate the three-way interaction effect of sanitary risk, aesthetic risk and psychological risk on consumers' purchase intention for second-hand clothing (SHC) based on perceived risk theory. A survey method is used to collect data from consumers, and the final valid sample comprises 290 respondents. Partial least squares structural equation modelling (PLS-SEM) and PROCESS macro are used to analyse the data. The results reveal that aesthetic risk moderates the negative influence of sanitary risk on purchase intention, such that the negative influence is stronger when aesthetic risk is high. In addition, the three-way interaction effect of sanitary risk, aesthetic risk and psychological risk on consumers' purchase intention for SHC is found to be significant. That is, the negative influence of sanitary risk on purchase intention is strongest when both aesthetic risk and psychological risk are high. Previous studies have only examined the direct effect of perceived risk on consumers' purchase intention for SHC. This study contributes to perceived risk theory by examining the joint moderating effect of aesthetic risk and psychological risk on the relationship between sanitary risk and purchase intention in the context of SHC.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-07-04
  DOI: 10.1108/JFMM-01-2023-0001
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Navigating identity formation via clothing during emerging adulthood
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  Authors: Victoria Brown
  Abstract: The purpose of the study is to examine the experiences of emerging adults transitioning from college to career and the implications of this transition on clothing choice and identity formation. This study utilized a phenomenological approach to address how appearances are used by emerging adults during the transition from college to the workplace and how those appearances help form identity. The study found that participants have a desire for high-status consumption, primarily fueled by social comparison and the desire to keep up with colleagues, a desire to express identity through clothing, even if they are working from home, and the tendency to convey maturity during this transitory time by dressing the part. The main limitation of this study is the homogenous nature of participants. Most are white females in their 20s who work in the fashion industry. It would be fruitful to consider a more representative population of emerging adults to examine the role of clothing choice on identity formation during this critical time. This study highlights the need for change in the retail sector, regarding which garments create a professional wardrobe. Since the pandemic, many companies have shifted to a casual dress code, thus rendering the historically professional wardrobe of business attire obsolete. Examining what it means to be an emerging adult joining the workforce in today's post-pandemic world is a complex and ongoing process. This study provides insight into how this experience is navigated via clothing and how identities are shaped during this transition in a person's life.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-07-03
  DOI: 10.1108/JFMM-01-2023-0019
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Impact of fashion influencers on consumers' purchase intentions: theory of
planned behaviour and mediation of attitude
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  Authors: Archana Tiwari, Audhesh Kumar, Rishi Kant, Deepak Jaiswal
  Abstract: The purpose of this study is to examine the impact of fashion influencer measures on consumers' purchase intentions and the mediation of attitudes to understand the phenomenon of influencer marketing in the backdrop of the fashion industry. The present study employs a conceptual model based on extended theory of planned behaviour (TPB) with added perceived trust. Data were collected from 341 participants from different regions of the country and analysed using direct path analysis and mediation technique. The study found that attitudes toward fashion influencers are positively influenced by perceived trust, subjective norms and perceived behavioural control. However, perceived behavioural control is not directly related to purchasing intents in the research model. The results confirmed that attitudes have a positive association with purchase intentions both directly and indirectly (partially mediation). The study advocates market practitioners and advertisers to acknowledge the increasing importance of influencer marketing and the promotion of their fashion offerings in the setting of emerging fashion industry. The present study adds crucial value to enhance the understanding of fashion influencer marketing in the Indian context. This research offers several insights into the continually growing knowledge domain of influencer marketing by predicting the direct relationships with purchase intents and the mediation of attitudes.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-06-27
  DOI: 10.1108/JFMM-11-2022-0253
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Why do consumers leave fast fashion stores' Role of shoppers'
confusion
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  Authors: Joohye Hwang, Tracie Tung, Hira Cho
  Abstract: The study aims to examine fast fashion consumers' negative in-store experiences focusing on the effect of the two store environment factors, product overload and store ambiance, on their confusion and consequent shopping avoidance behavior. A research model of fast fashion consumers' confusion and store avoidance behavior is proposed using the Stimulus–Organism–Response framework. A pretest and the main online survey with 281 samples are analyzed, and the structural equation modeling (SEM) is conducted to test the proposed model. The SEM results support the proposed paths statistically. Consumers' confusion, measured with the two dimensions, inefficiency and helplessness, is significantly influenced by their perceived product overload and negative perception of store ambiance in the fast fashion shopping environment. Subsequently, fast fashion consumers' confusion results in less time spent in the store. The study sheds light on utilitarian shopping value in the fast fashion shopping environment by focusing on the fast fashion consumers' confusion in association with overloaded information caused by too many products and store ambiance. The study implies that improving fast fashion stores' inherent issues with too many products and store ambiance might help consumers mitigate their confusion and prevent customer attrition. However, the study includes only two factors. Future studies may include other various fast fashion store factors. Additionally, one of the dimensions of confusion, irritation, did not emerge in this study. More work is needed to investigate fast fashion consumers' confusion, such as using a multigroup analysis by age.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-06-19
  DOI: 10.1108/JFMM-04-2022-0080
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Exploring online consumer reviews of customized apparel products
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  Authors: Eonyou Shin, Doris H. Kincade, Jinhee Han
  Abstract: Virtual try-on (VTO) technology with three-dimensional (3D) body scanning in a mobile application is a relatively new technique for selling custom-fit apparel. VTO involves scanning and measuring one's body and visualizing the fit of a garment on a 3D avatar. The purpose of this study is to explore consumers' experiences toward the custom-fit T-shirts and online mass customization (MC) services using the VTO technology found in online consumer reviews (OCRs). A total of 297 OCRs were collected from the Amazon's Made for You site that uses VTO technology for the MC process. A qualitative content analysis, within a mixed method research process, was used to determine systematically the meanings within qualitative data with quantitative results. In the qualitative approach, combinations of two coding processes were employed, which were concept-driven (i.e., deductive/a priori) and data-driven (i.e., inductive/emergent) coding processes. In the quantitative approach, the prevalence of each coding in terms of its valence was calculated based on frequencies. Intercoder reliability reached 96 per cent. In OCRs of customized apparel products and online MC services using VTO technology, consumers described expectations, perceived performance, dis/confirmation, dis/satisfaction, outcomes of dis/satisfaction and descriptive information. Those with expectations often expressed skepticism about the product and the MC process using VTO technology at the pre-consumption stage. In OCRs, they used four product dimensions and two service dimensions of perceived performance. Consumers had positive (negative) confirmation when the performance of the T-shirts and/or services worked better (worse) than their expectations. The OCRs also included dis/satisfaction with a product and/or service, its outcomes and descriptive information. This study identified a resulting framework to identify the content in OCRs of the custom-fit T-shirts and online MC services that use VTO technology. This study extends the expectation confirmation theory by adding multiple dimensions (i.e., four product dimensions and two service dimensions) as well as more outcomes of dis/satisfaction (not limited to repurchase intentions). This study provides practical suggestions for online MC companies who are using or planning to use VTO technology on how to improve consumers' satisfaction with customized T-shirts using VTO technology.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-06-12
  DOI: 10.1108/JFMM-08-2022-0168
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Exploring young consumer's adoption of secondhand luxury: insights from a
qualitative study
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  Authors: Rubal Rathi, Sheetal Jain, Ruchi Garg
  Abstract: This study explores reasons for and against secondhand luxury (SHL) fashion adoption among young consumers in an emerging nation, India. As a trend, SHL has witnessed tremendous growth in the past few years, but scholarly interest remains scant. Drawing from an interpretivist paradigm, this study uses an exploratory qualitative approach with 26 semi-structured interviews with SHL buyers, analyzed using NVivo software. The findings shed significant light on value drivers and find support for status value, uniqueness value, quality value and monetary value, while adding the role of emotional value in reasons for SHL adoption. The results reveal an interesting trait of Indian consumers: price, fashion and celebrity association outweigh sustainability concerns, where an attitude–behavior gap is observed. Also, the findings add depth to risk perceptions as a major reason against SHL adoption. While most existing studies have only focused on the motivational drivers, this study offers in-depth insights into the growing SHL literature by drawing attention to the enablers and equally important inhibitors by applying the novel Behavioral Reasoning Theory. It also intends to enhance practitioner knowledge in understanding a culturally diverse market and developing strategies relevant to a new set of consumers. The study calls for SHL retailers to sensitize young consumers in India about the sustainability aspect of SHL consumption, which is currently less appreciated.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-06-12
  DOI: 10.1108/JFMM-11-2022-0236
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Leader's role in the development of collective competencies of fashion
work teams
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  Authors: Luiz Henrique da Silva, Tatiana Ghedine, Francielle Molon da Silva
  Abstract: This article aims to analyze the way the leader acts in the development of collective competencies (CC) of fashion work teams, seeking to demonstrate ways in which the leader can collaborate for the development of the collective work. With a qualitative approach, this paper carried out a case study strategy having the Creation Center of a fashion group from Santa Catarina, Brazil as a research object. Data collection took place through semi-structured interviews and participant observation with 36 employees from 6 work teams from 5 clothing brands. Our findings make it clear that the leader influences the CC development of fashion work teams. The leader's role becomes essential for directing and developing his team, seeking to encourage participation and cooperation between team members to achieve the objectives and expected results. It was considered that the CC development could be associated with how much the leader represents his team and contributes with guidelines that emphasize the collective and the people and teams' development. The leader who makes the cooperative relationship feasible, encourages effort and promotes cohesion and teamwork tends to collaborate with actions that foster CC development. From a theoretical perspective, it is the first study to analyze empirically the relationship between leadership and CC. A model with 18 guidelines was developed, divided into six determining factors (activity dynamics, team composition, individual characteristics and dispositions, team integration, communication and physical structure) that demonstrated the way the leader collaborates for the CC development. For the fashion industry, this study demonstrates elements capable of assisting collective creativity and the development of fashion collections.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-05-31
  DOI: 10.1108/JFMM-08-2022-0175
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Investigating the role of apparel supplier satisfaction in developing a
collaborative buyer–supplier relationship: a power-dependency
perspective
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  Authors: Huicheng (Jeff) Wu, Nancy Nelson Hodges, Jin Su, Sukyung Seo
  Abstract: The purpose of this study was to investigate the affective and cognitive dimensions of satisfaction that impact the buyer-supplier relationship (BSR) from the supplier's perspective and to consider satisfaction within the context of power-dependency theory. Qualitative in-depth interviews were conducted with 20 Chinese apparel supply professionals who regularly interact with apparel buyers. Audio or video interviews were conducted via WeChat (the most popular social media platform in China). A thematic analysis of the interview data revealed that both affective and cognitive dimensions of satisfaction impact the BSR. A model of supplier affective and cognitive satisfaction in a collaborative BSR was developed to illustrate the connections between the two dimensions. Due to intense competition in the market, supplier satisfaction is essential for building relationships in the apparel industry. Existing studies have focused on satisfaction from the perspective of the buyer rather than the supplier because in a BSR, the buyer tends to hold more power. Moreover, research has primarily considered cognitive evaluations of satisfaction with the BSR. This study offers new insight on both cognitive and affective satisfaction from the perspective of suppliers within the context of power-dependency theory.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-05-30
  DOI: 10.1108/JFMM-09-2022-0185
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
An empirical study on supply chain agility and disruption mitigation
performance of U.S. fashion retailers: knowledge management capability
perspective
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  Authors: Md. Rafiqul Islam Rana, Jung E. Ha-Brookshire
  Abstract: This study investigates the relationships between knowledge management capabilities (KMC), supply chain agility (SCA) and disruption mitigation performance (DMP) in the U.S. fashion retail industry (FRI) during turbulent times, such as a pandemic. An online survey was used to collect 320 responses from U.S. fashion retail professionals. Structural equation modeling was used for analysis. Among the two KMCs, knowledge infrastructure capabilities act as enabling factors for knowledge process capabilities (KPC) in U.S. fashion retail settings. The KPC were found to be positively associated with SCA, and SCA was positively associated with both pre- and post-DMP of U.S. fashion retailers. This study adds to the literature on KMC, SCA and DMP from the FRI context and illustrates the impact of effective organizational knowledge management for supply chain (SC) disruption mitigation through agility in a volatile market. The results inform fashion retail companies on how to transform their organizational dimensions through effective management of knowledge, i.e. digital escalation and innovation, to establish an agile and sustainable SC to mitigate future market disruptions.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-05-30
  DOI: 10.1108/JFMM-10-2022-0205
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Body characteristics, garment fit satisfaction and fit preferences of
Ethiopian young adult female consumers
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  Authors: Berihun Bizuneh, Abrham Destaw
  Abstract: The purpose of this study was to assess the body characteristics (body size, garment sizes worn, shape and body satisfaction) of Ethiopian young adult female consumers and their effects on garment fit satisfaction and fit preferences of ready-to-wear garments such as T-shirts, blouses/shirts, skirts and jeans trousers. Through a structured questionnaire, 418 usable responses were collected from young female university students. One-way analysis of variance (ANOVA) and multivariate ANOVA (MANOVA) were used to examine differences in garment fit satisfaction with the body characteristics of the respondents. Moreover, a multiple regression analysis was used to determine the effect of body characteristics and fit satisfaction on fit preferences in four of the ready-to-wear garments. The body shapes of above half of the respondents were either bottom hourglass or spoon. The respondents were somewhat dissatisfied with the fit of the ready-to-wear garments, and above 70 per cent of them faced fit problems on average. BMI showed significant fit satisfaction differences in four of the garments, while garment sizes worn were significant only in skirts. However, no statistically significant difference was obtained with body shape. The effect of body characteristics and fit satisfaction on fit preferences was found significant in T-shirts and jeans trousers. The respondents preferred looser shirts and skirts irrespective of their body characteristics. The paper is unique in comprehensively examining the relationship between body characteristics and garment fit satisfaction and their effects on fit preferences in selected garments in the context of female consumers in a developing country.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-05-10
  DOI: 10.1108/JFMM-08-2022-0174
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Effects of consumer animosity on boycotts: the role of cognitive-affective
evaluations and xenocentrism
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  Authors: Jiali Xie, Ho Jung Choo, Ha Kyung Lee
  Abstract: This study aimed to investigate the influence of brand-targeted animosity on consumers' boycott intentions for target fashion products via their cognitive and affective evaluations, in the context of the “Xinjiang cotton ban” incident. The moderating role of xenocentrism was also examined. Data were collected through an online survey in China using convenience sampling, and 411 valid responses were obtained. The collected data were analyzed using SPSS 26.0 for the descriptive statistics, frequency analysis and reliability analysis. AMOS 24.0 was employed for the confirmatory factor and structural equation modeling analyses. Bootstrapping analysis using PROCESS Macro was employed to analyze the moderating effects. This study found that consumers' brand animosity directly and positively affected boycott intentions and that this influence was sequentially mediated through cognitive-affective evaluations. However, cognitive product judgment did not directly affect boycott intentions. The results showed that xenocentrism had a moderating effect on the relationship between animosity and cognitive judgment. The higher the xenocentrism of consumers, the weaker the negative effect of animosity was on cognitive judgment. This study bridges the gap in the literature on animosity and xenocentrism in a fashion-related context through examining the consequences of brand animosity.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-04-27
  DOI: 10.1108/JFMM-11-2022-0235
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Consumer-based brand equity of South African luxury fashion brands
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  Authors: Kenneth Appiah-Nimo, Amukelani Muthambi, Richard Devey
  Abstract: South Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury brands. In a market that is dominated by prominent international brands, indigenous South African brands are seldom the subject of empirical research. This study addresses this gap by analysing the consumer-based brand equity (CBBE) of South African luxury fashion brands and its outcomes on the purchase/repurchase intention of consumers of South African luxury fashion brands. The study adopted quantitative research methods and utilized survey questionnaires to acquire data from 130 respondents. Structural equation modelling was used in testing the proposed alternative hypotheses. The study affirmed the relevance of Aaker's (1991) CBBE model for luxury goods in the emerging economy of South Africa. It established perceived quality and behavioural loyalty as significant predictors of brand equity while affirming the prevalence of hedonism and behavioural loyalty in South Africa's luxury fashion market. The small sample size and the limited geographic scope of the study had a significant adverse impact on the broad application of the study's outcome. Furthermore, Aaker's (1991) CBBE model, while adequate, may have diminished the probability of a nuanced outcome. This study advances the frontiers of interdisciplinary research by applying the marketing framework of CBBE to fashion studies in South Africa. The validated measurement scale, which emphasises the relevance of hedonism and behavioural loyalty in South Africa, may be useful for a similar study on luxury fashion brands in other emerging economies.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-04-14
  DOI: 10.1108/JFMM-10-2021-0277
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Increasing digital dissemination and online apparel shopping behaviour of
Generation Y
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  Authors: Durgesh Kumar Agrawal
  Abstract: This paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era. For this purpose, a “mixed-method approach” was used with an explanatory sequential research design. Logistic regression was conducted to identify the role of various contemporary elements of shopping motives. Fifteen semi-structured interviews were conducted to explain quantitative outputs. It finds that Gen Y consumers demonstrate “fashion-hunting”, “variety-seeking”, “status/recognition-seeking” and “deal-hunting” behaviours in online apparel shopping. “Haptic impressions” gained via hands and other “socio-psychological benefits” trigger their apparel shopping behaviour. They make better and more informed purchase decisions based on prior online research and user-generated content shared by friends/relatives on social media portraying the true characteristics of “digital natives”. They do not trust online retailers for premium apparel shopping due to associated “product risk” and lack of transparency in their “exchange/return/refund policy”. Finally, they are increasingly inspired to have an “integrated online and offline shopping experience”. Online retailers can use the findings of this study to develop more effective marketing strategies to serve Gen Y consumers. The study measured actual behaviours on a holistic gamut of shopping motives consisting of utilitarian, hedonic, physical product-specific (apparel) and emerging elements of shopping motives in the technology-enabled era of shopping exclusively. Therefore, the results of the study offer significant, realistic and useful theoretical contributions to the existing literature on the subject matter along with valuable inputs to practitioners alike.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-04-05
  DOI: 10.1108/JFMM-03-2022-0072
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Country-of-origin effects on consumer cognitive structures and preference
for foreign brands among elites
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  Authors: Padmali Rodrigo, Hina Khan, Naser Valaei
  Abstract: Despite the plethora of research into country-of-origin (COO) effects, research that investigates the cognitive structures behind elite consumers' preferences for foreign brands remains limited. Hence, this study aims to investigate the cognitive structures behind foreign brand preference among professional elites in Sri Lanka. Using the means-end chain (MEC) theory as the theoretical lens and building on the findings of 30 laddering interviews (semi-structured), a survey was conducted among 311 professional elites to uncover the key elements of the cognitive structures behind foreign brand preference. The findings revealed that the cognitive structures behind foreign brand preference are influenced by a bundle of brand attributes, brand consequences and personal values of elites', which significantly influence their attitudes towards foreign brands. Multi-group analysis further revealed that the relationship between brand attributes and attitudes significantly differs across Chinese and US COOs where the path coefficient is stronger for elites' preference for Chinese brands. This study is the first of its kind to explore the COO effects on consumer cognitive structures. The findings contribute to MEC theory and shed light on the understanding towards elites' preference for foreign brands.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-03-22
  DOI: 10.1108/JFMM-05-2022-0107
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Handmade clothing consumption as a means of self-expression
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  Authors: Liezl-Marié van der Westhuizen, Stefanie Wilhelmina Kuhn
  Abstract: This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of mouth. Using a descriptive research design, data were collected from 295 respondents in South Africa who posted about fashion on social media and who had bought handmade clothing in the 6 months prior to data collection. Structural equation modelling was used to examine the interrelationships between consumers' self-expression, brand love and word of mouth. Brand love intervenes between consumers' self-brand connections and word of mouth about handmade clothing. More specifically, brand love strengthens positive word of mouth online and mitigates negative word-of-mouth intentions following a handmade clothing product failure scenario. The study enlightens scholarly understanding of consumers' self-expression motivations for using ready-made handmade clothing that results in brand love and positive word of mouth. Handmade clothing marketers who tap into consumers' self-expression and who can establish brand love among consumers can similarly create beneficial consumer–brand relationships. Consumers often use handmade clothing for the purpose of self-expression, which provides subsequent spin-offs for brands in the form of brand love and positive word of mouth. Objective self-awareness theory provides a parsimonious lens to reveal the important role that brand love plays as a mechanism to explain the linkage of consumers' self-brand connections to word of mouth about handmade clothing.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-02-02
  DOI: 10.1108/JFMM-07-2021-0175
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Why do consumers purchase green clothing' Investigating symbolic meanings
beyond social status and the role of consumer mindset
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  Authors: Selen Bakış, Hakan Kitapçı
  Abstract: In the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of social status only. This research aims to investigate the impact of four perceived symbolic meanings of green clothing (status, environmentalism, innovation and fashion symbols) on consumers' purchase intention of green clothing through their attitude toward it. Besides, the moderating role of a consumer mindset in the indirect relationship between symbolic attributes and the purchase intention of green products through consumer attitude is examined. The data were collected through a survey from a sample of 325 respondents in Turkey, especially younger ones. The data were analyzed via confirmatory factor analysis and hypothesized relationships were tested with multiple and simple regression analyses and PROCESS macros in SPSS. All symbolic meanings of green clothing impact purchase intention positively and indirectly through consumers' attitudes toward it. The results of moderated mediation analyses showed that the impact of symbolic meanings, except for environmentalism symbol, on purchase intention through consumer attitude was significantly moderated by the consumer mindset. This research contributes to the under-researched areas of the impact of various symbolic attributes/meanings of green clothing on consumers' purchase intention. Besides, this study advances the role of consumer mindset in consumer behavior research in such a way that it connects mindsets of personality, consumers' attitudes toward green products and their green purchase intention. Furthermore, this study addresses the gap in regard to the role of mindsets of personality on sustainable/environmental behaviors. It will provide implications for fashion marketing managers to develop appropriate targeting, positioning and communication strategies for consumers' mindsets.
  Citation: Journal of Fashion Marketing and Management
  PubDate: 2023-03-21
  DOI: 10.1108/JFMM-02-2022-0032
  Issue No: Vol. 27, No. 4 (2023)