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Beyond the gender dichotomy in fashion: Exploring the factors involved in cross-sexual fashion consumer behaviour for cisgender women

Daniel Almaguer Buentello (Universidad de Monterrey, San Pedro Garza Garcia, Mexico)
Aurore Bardey (CEREN EA 7477, Burgundy School of Business, Université Bourgogne Franche Comté, Dijon, France)
Jekaterina Rogaten (Fashion Business School, London College of Fashion, University of the Arts London, London, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 28 November 2022

Issue publication date: 29 November 2023

1073

Abstract

Purpose

Our study explored and mapped cisgender female consumers' motivation and shopping experience for cross-sexual fashion, i.e. people shopping for clothes that are not designed or marketed for their biological sex.

Design/methodology/approach

Using a qualitative method, this study explored and mapped consumers' motivation and shopping experience for cross-sexual fashion. Thirteen cisgender female millennials were interviewed about their memories and perceptions of their pre-purchase, purchase and post-purchase experiences.

Findings

The findings defined the model of cross-sexual shopping behaviour in cisgender women with the following: (1) two pre-purchase schemes, i.e. fashioned gender schema and nonconformity motivation; (2) one pivotal and main purchase factor, i.e. time invested in the experience itself; and (3) two post-purchase schemes, i.e. use for comfort and use for protection. Practical marketing approaches in advertising and in-store experiences were identified in order to better target cross-sexual consumers.

Originality/value

Unisex fashion (or degendered fashion) has pioneered a fashion trend considered a growing trend in younger generations. To our knowledge, this study is the first research exploring regendered fashion (i.e. going beyond the cisgender and same-sex purchase approach of fashion consumerism) through the lens of cross-sexual consumer behaviour.

Keywords

Acknowledgements

The authors would like to genuinely thank the participants who volunteered in this study. This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.

Citation

Almaguer Buentello, D., Bardey, A. and Rogaten, J. (2023), "Beyond the gender dichotomy in fashion: Exploring the factors involved in cross-sexual fashion consumer behaviour for cisgender women", Journal of Fashion Marketing and Management, Vol. 27 No. 4, pp. 697-709. https://doi.org/10.1108/JFMM-03-2022-0047

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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