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Article
Publication date: 11 April 2020

Amira Mukendi and Claudia Elisabeth Henninger

Currently, fashion rental is suggested as being a way to bring about sustainability in the fashion industry. Although there has been some success for brands in this space…

2706

Abstract

Purpose

Currently, fashion rental is suggested as being a way to bring about sustainability in the fashion industry. Although there has been some success for brands in this space, as of yet fashion rental remains a niche form of consumption. This study aims to uncover consumer perspectives of fashion rental to identify opportunities for developing a fashion rental business that meets the needs of current consumers.

Design/methodology/approach

This is a qualitative study utilising semi-structured interviews combined with brainstorming and drawing exercises. Interviews were conducted with 17 women and three men.

Findings

Findings indicate that considerations around fashion rentals are utilitarian in nature focussing on functional benefits rather than more hedonistic ones. A spectrum of products that people would be most interested in renting is given.

Research limitations/implications

Although the study invited male and female participants, the sample is more female-heavy, which may reflect the fact that women tend to be more open to alternative modes of consumption.

Practical implications

An important implication is that asking consumers to rent clothing requires a significant change in mindset. Brands need to ensure that their services “make sense” for the consumer to consider it as a viable alternative to purchasing new clothing.

Originality/value

This paper proposes a spectrum of fashion items that consumers may be interested in renting; this aims to help brands develop services that meet consumer needs.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 27 February 2020

Amira Mukendi, Iain Davies, Sarah Glozer and Pierre McDonagh

The sustainable fashion (SF) literature is fragmented across the management discipline, leaving the path to a SF future unclear. As of yet, there has not been an attempt…

12585

Abstract

Purpose

The sustainable fashion (SF) literature is fragmented across the management discipline, leaving the path to a SF future unclear. As of yet, there has not been an attempt to bring these insights together or to more generally explore the question of “what is known about SF in the management literature and where could the SF field go from there?”. The purpose of this paper is to bring together the field to identify opportunities for societal impact and further research.

Design/methodology/approach

A systematic literature review was conducted from the first appearances of SF in the management literature in 2000 up to papers published in June 2019, which resulted in 465 included papers.

Findings

The results illustrate that SF research is largely defined by two approaches, namely, pragmatic change and radical change. The findings reveal seven research streams that span across the discipline to explore how organisational and consumer habits can be shaped for the future.

Research limitations/implications

What is known about SF is constantly evolving, therefore, the paper aims to provide a representative sample of the state of SF in management literature to date.

Practical implications

This review provides decision makers with insights that have been synthesised from across the management field.

Originality/value

This review identifies knowledge gaps and informs managerial decision making in the field, particularly through serving as a foundation for further research.

Details

European Journal of Marketing, vol. 54 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 24 August 2022

Atik Aprianingsih, Ira Fachira, Margareth Setiawan, Teresia Debby, Nia Desiana and Shafa Amira Nurryda Lathifan

This study aims to explore the relationships between particular personal values (environmental, hedonic and utilitarian) and the intention to purchase slow fashion through…

Abstract

Purpose

This study aims to explore the relationships between particular personal values (environmental, hedonic and utilitarian) and the intention to purchase slow fashion through the mechanism of attitude toward slow fashion in Indonesia.

Design/methodology/approach

This quantitative study uses an online questionnaire to obtain survey data from 429 respondents in cities in Indonesia. The respondents were mostly aged between 18 and 45 years, with the majority between 18 and 22 years (63.40 per cent). Confirmatory factor analysis and structural equation modeling are used to test and validate the proposed model's scale validity and relationship.

Findings

Environmental, utilitarian and hedonic values are positively related to attitudes toward slow-fashion products. Further, attitudes toward slow-fashion products positively influence purchase intention.

Practical implications

The study suggests marketing strategies to stimulate the intention to purchase slow fashion through advertising that emphasizes utilitarian, environmental and hedonic values, such as the pleasure in using slow-fashion products.

Originality/value

This study is the first to investigate the relationship of environmental and motivational values (hedonic and utilitarian) to the intention to purchase slow-fashion products. The findings contribute to the theoretical and practical understandings of slow fashion by identifying pre-positioned values that trigger positive attitudes toward slow-fashion products, thereby increasing purchase intention.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1361-2026

Keywords

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