Practitioner Papers: ‘Looking the part’: Identity, meaning and culture in clothing purchasing — Theoretical considerations

Christopher A. Dodd (is Lecturer in Marketing in the School of Management, Heriot‐Watt University)
Ian Clarke (Booker Professor of Retail Marketing at Durham University Business School.)
Steve Baron (Professor of Retailing and Marketing, Manchester Metropolitan University.)
Vicky Houston (Head of the School of Food and Consumer Studies at Robert Gordon University, Aberdeen)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 1 January 2000

Abstract

Fashion retailers are increasingly attempting to categorise fashion clothing according to their perceptions of consumer motivations. However, much of the research in this area centres around economic and demographic considerations, disregarding the social and psychological significance of fashion clothing as a means of forming group identity and differentiation. Knowledge of the form and frequency of these group dynamics involved in fashion clothing purchasing will, potentially, have important implications for retailers and marketers alike. The paper considers prevalent theories on the development of social identification, the role of fashion in facilitating these formations (through the semiotic conveyance and interpretation of information), and the mediating role of culture and lifestyle determinants. The relationship of these theoretical underpinnings to the social interactions of the apparel consumer is explored through the construction of an incipient conceptual framework, underlying the cyclical but capricious nature of clothing choice. Implications for future research are identified.

Keywords

Citation

Dodd, C.A., Clarke, I., Baron, S. and Houston, V. (2000), "Practitioner Papers: ‘Looking the part’: Identity, meaning and culture in clothing purchasing — Theoretical considerations", Journal of Fashion Marketing and Management, Vol. 4 No. 1, pp. 41-48. https://doi.org/10.1108/eb022578

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.