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Till shopping us do part – the service requirements of divorced male fashion shoppers

M. Christopher (Christopher M. Moore is based at Glasgow Caledonian University, Division of Marketing, Glasgow, UK.)
Stephen A. Doyle (Stephen A. Doyle is a Lecturer at Napier University, School of Marketing and Tourism, Edinburgh, UK.)
Elaine Thomson (Elaine Thomson is a Research Assistant at Glasgow Caledonian University, Glasgow, UK.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 August 2001


Explores the impact of divorce upon the fashion consumption of divorced men. Based upon 104 semi‐structured interviews with divorced men, the study identifies four stages of fashion shopping behaviour of divorced male consumers. In particular, the study notes that divorced men expect fashion retailers to provide a range of services in order to minimise the risk and uncertainty that they experience while shopping for fashion. The experiences of respondents indicate that their service expectations are generally left unsatisfied. As such, there are obvious opportunities for fashion retailers to differentiate their positioning through the provision of relevant customer services to all male consumers and not only those that are divorced.



Christopher, M., Doyle, S.A. and Thomson, E. (2001), "Till shopping us do part – the service requirements of divorced male fashion shoppers", International Journal of Retail & Distribution Management, Vol. 29 No. 8, pp. 399-406.




Copyright © 2001, MCB UP Limited