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Young fashion leaders’ and followers’ attitudes toward American and imported apparel

Pierre Beaudoin (Assistant Professor, Department of Consumer Sciences and Nutrition, Laval University, Quebec, Canada)
Mary Ann Moore (Assistant Professor, Department of Textiles and Consumer Sciences, Florida State University, Tallahassee, Florida, USA)
Ronald E. Goldsmith (Professor of Marketing, Florida State University, Tallahassee, Florida, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 June 1998

5450

Abstract

This study investigates if females fashion leaders and fashion followers differ in their attitudes toward buying imported and domestic apparel products. A sample of 283 female consumers between 18 and 25 years of age completed a mailed questionnaire. Repeated measures analysis of variance and t‐tests were performed to determine if differences exist between fashion followers and leaders regarding their attitudes toward buying domestic and imported apparel. Results showed that fashion followers have the same overall attitude toward buying American or imported apparel. However, fashion leaders have a more positive attitude toward buying imported apparel than buying domestic apparel. In addition, fashion followers and fashion leaders have similar attitudes toward buying American apparel, but fashion leaders have a significantly more positive attitude than followers toward buying imported apparel.

Keywords

Citation

Beaudoin, P., Moore, M.A. and Goldsmith, R.E. (1998), "Young fashion leaders’ and followers’ attitudes toward American and imported apparel", Journal of Product & Brand Management, Vol. 7 No. 3, pp. 193-207. https://doi.org/10.1108/10610429810222831

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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