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Psychological and Social Factors of Fashion Consciousness: An Empirical Study in the Luxury Fashion Market

Alexandra C. Y. Leung (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, )
Rachel W. Y. Yee (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, )
Eric S. C. Lo (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, )

Research Journal of Textile and Apparel

ISSN: 1560-6074

Article publication date: 1 August 2015

1580

Abstract

Fashion consciousness is an important consumers' attribute affecting their purchase of luxury products. The existing research mainly focuses on certain factors of fashion consciousness in fashion markets. This research investigates the psychological and social factors of fashion consciousness in the luxury fashion market. Specifically, we analyse how these factors affect fashion consciousness and purchase behaviour among consumers in three age groups of 18-23, 24-29 and 30-35. We find that self-monitoring and self-concept affect fashion consciousness among consumers of the age group of 18-23. We also show that media exposure has a positive effect on fashion consciousness in the age groups of 24-29 and 30-35. Accordingly, we suggest that retailers come up with proper advertising messages to influence the self-monitoring and self-concept of young consumers around the twenties. We also recommend selecting appropriate channels to enhance the exposure of luxury fashion information to consumers in their mid-twenties to mid-thirties.

Keywords

Citation

Leung, A.C.Y., Yee, R.W.Y. and Lo, E.S.C. (2015), "Psychological and Social Factors of Fashion Consciousness: An Empirical Study in the Luxury Fashion Market", Research Journal of Textile and Apparel, Vol. 19 No. 3, pp. 58-69. https://doi.org/10.1108/RJTA-19-03-2015-B008

Publisher

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Emerald Group Publishing Limited

Copyright © 2015 Emerald Group Publishing Limited

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