Search results

This study aims to explore young German consumer perspectives of rental fashion platforms by studying their perceived benefits, potential barriers as well as preferred clothing categories to rent from. This “new” kind of shopping has not yet found great success among young German adults, although there is a substantial margin of growth for this generation.

This qualitative study was conducted through 24 in-depth semi-structured interviews with young female and male German consumers out of Gen Y and Z. The analysis of the data was supported by the software NVivo.

Results indicate that young German consumers value renting clothes for occasions, to frequently change up their wardrobe, out of sustainability aspects and because of efficiency and convenience reasons. However, an entry barrier to the use of rental platforms still persists through a lack of awareness and information, as well as price and high demand issues.

As the interview’s focus group was set to young German consumers, a generalization of the findings to consumers from other countries or out of other generations might be limited.

Managers first need to lower the currently existing entry barrier that prevents many consumers from renting fashion online by raising their awareness and providing them with sufficient information about the platform’s processes as well as their terms and conditions.

This research intends to better understand young German consumers’ attitude toward rental fashion platforms and why renting fashion has not yet achieved more success among them.The results first give managers helpful insights for implementing successful marketing strategies by focusing on spreading awareness among young German adults to stem current entry barriers. Second, these results serve as a basis for future quantitative research that deepens the understanding of the correlation of current findings with other variables (e.g. age, the importance of material possessions in consumers’ lives).

This study examines the relationship between fashion leadership, clothing deprivation and satisfaction of Hong Kong young consumers. A survey was carried out with 309 university students and 228 working young people in Hong Kong. Factor analysis with varimax rotation was used to group various attributes into different factors related to clothing deprivation and satisfaction. Hirschman and Adcock's (1978) measure was adopted to classify subjects into various fashion groups. ANOVA followed by Scheffe's procedure was applied to detect differences in clothing deprivation and satisfaction between different fashion groups. The implications of the findings to fashion retailers are discussed.

As a significant part of childhood material culture, children's clothes contribute to shaping their social identity and gender, as well as to developing and supporting their interactions with their environment related to their age. The focus on children's education and well-being is essential. Their voices should be emphasised in the interest of promoting an inclusive future in both research on children's material culture and in practice. However, despite the daily nature of children's interaction with clothing, their relationship with clothes is ignored and methods to support an analysis of it are lacking. An investigation of children's clothing behaviour is needed to better understand children's agency, to influence industry experts and to encourage policymakers to engage more sustainably with children's fashion. IN2FROCC (Interdisciplinary and International Network for Research on Children and Clothing) is comprised of historians, anthropologists, sociologists, ethnologists, museum curators, childhood practitioners, designers, industry representatives and children united in an investigation into children's clothes around the globe, historically and in social ecosystems. This network seeks to engage in an innovative, inclusive and organic manner with current research on children's dress codes, fashion and clothes to establish a deeper understanding of children's clothing interactions. This chapter will present the initial reflections and actions of this network, creating impactful methods for participative children's clothing culture and design.

This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation.

This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were analyzed with the use of thematic analysis, a flexible method of data analysis that allows for the extraction of categories from both theoretical concepts and data.

This paper contributes to studies of young people’s consumption with the practice theory approach, putting forward the category of following sustainable fashion as an integrative practice. The three-element model of the practice theory allows answering the question of challenges that prevent the practice from shaping. The paper further advances this approach by identifying a list of context-specific dispersed practices incorporated into sustainable fashion.

The study suggests practical ways of improving clothing consumption based on the practice theory approach and findings from empirical research. Sustainable practices require competences, knowledge and skills that the school, as an institution working closely with high school students, could help develop.

The study contributes to the current studies of sustainability and youth culture of consumption with a practice theory approach and findings, related to a particular context of a country from Northern Europe.

There are various style options available when one buys clothes on online shopping websites, however the availability the new fashion trends or choices require further user interaction in generating fashionable clothes. The paper aims to discuss this issue.

Based on generative adversarial networks (GANs) from the deep learning paradigm, here the authors suggest model system that will take the latest fashion trends and the clothes bought by users as input and generate new clothes. The new set of clothes will be based on trending fashion but at the same time will have attributes of clothes where were bought by the consumer earlier.

In the proposed machine learning based approach, the clothes generated by the system will personalized for different types of consumers. This will help the manufacturing companies to come up with the designs, which will directly target the customer.

The biggest limitation of the collected data set is that the clothes in the two domains do not belong to a specific category. For instance the vintage clothes data set has coats, dresses, skirts, etc. These different types of clothes are not segregated. Also there is no restriction on the number of images of each type of cloth. There can many images of dresses and only a few for the coats. This can affect the end results. The aim of the paper was to find whether new and desirable clothes can be created from two different domains or not. Analyzing the impact of “the number of images for each class of cloth” is something which is aim to work in future.

The authors believe such personalized experience can increase the sales of fashion stores and here provide the feasibility of such a clothes generation system.

Applying GANs from the deep learning models for generating fashionable clothes.

Muslim fashion clothing has become an attractive market both for marketers and fashion designers. When it comes to faith, religiosity factor becomes important; thus, it should be incorporated as a predictor for consumers' attitude and purchase intention. The purpose of this research is to examine the extent to which religiosity influences consumers' decision making when buying Muslim clothes. This research also examines whether religiosity could be observed from the type of clothes consumers wear.

The research was conducted in Indonesia as it was the most populous Muslim country in the world. Research subjects were Muslim women who wear Muslim clothes, both sharia and non-sharia.

A total of 379 Muslim women respondents participated in the survey. Using the structural equation model, the analysis finds that religiosity has a significant effect on consumers' buying decision, but the mediating influence of affective attitude and self-presentation is only found partially for specific types of clothes. The managerial implications of these findings are discussed in this paper.

Findings of this research would benefit Muslim clothes marketers and designers to correctly approach their target markets. Marketers can infer the religiosity level of consumers from the clothes they wear so that marketers need to provide communication programs with religious messages that could arouse consumers' affective attitudes that ultimately lead to buying decision. Marketers can focus more on handling their target customers based on the type of clothing segment: sharia and non-sharia.

This study discovered that, with respect to Muslim clothes, the five dimensions of religiosity promoted by Faulkner and De Jong (1966) can be reduced to two factors, namely faith and deeds. In addition, this study revealed that religiosity is strongly correlated with the type of clothing consumers wear so that marketers can implement strategies that are suitable for their target market.

The case is written on the basis of published sources only.

Doodlage, a start-up incorporated in 2012 by Kriti Tula, Paras Arora and Vaibhav Kapoor, used discarded waste to create sustainable fashion products. It had a first-mover advantage in recycled fashion goods in the first 10 years of its existence. The company contributed to sustainable fashion by providing an alternative to fast fashion production, creating enormous clothing waste and environmental degradation. In the first quarter of 2022, it saved and reused 15,000 m of fabric waste. From 2018 to 2021, the company grew 150% annually, targeting the right customers and regions to expand its business. It ensured that postproduction industrial waste and postconsumption garments were used to produce clothes. It also confirmed that the waste generated in its fabric screening process was used to create stationery items and other valuable accessories.

However, the sustainable fashion model that gave the company a competitive advantage became obsolete in 2022 due to increasing competition in the industry as various players using unique ideas entered the market. The company is encountering operational and logistical challenges that are affecting its performance. The demand for its products was also subdued due to high prices of upcycled and recycled clothes and less consumer spending post-COVID pandemic. The competitors of Doodlage offered multiple products produced using environmentally friendly farming and manufacturing techniques, attracting sustainable purchasers. What should be the new portfolio of products for the company to explore future growth opportunities? Considering their vast price, can consumers be encouraged to buy upcycled clothes? How should the company ride the winds of change in the industry?

The instructor should initiate the class discussion by asking questions such as how frequently do you shop for clothes? Do you care about the fabric of your apparel? After you discard your clothes, do you think about where these goods finally end up? Data on the amount of total waste generated in the fashion industry should be communicated to students to connect it with the importance of the concept of circular economy. Post this, the instructor should introduce the business model of Doodlage to bring the discussion into the context of the fashion industry before going ahead to discuss the company’s dilemma.

Despite mature consumers' monetary power and their growing share of many product markets, research especially on mature women's buying behaviour and attitudes is still scarce. The purpose of this paper is to explore and analyse mature women's buying of clothes.

The empirical material consists of observations made in a department store and of interviews with a sample of ten Finnish women aged 50 to 63 years.

The study yielded empirically grounded elements of mature women's buying processes: the need for clothing, fashionability, clothing fit preferences, brand preferences, retailer preferences, shopping style, and price. Based on an analysis of the findings a new model of mature women's buying patterns was developed.

Albeit limited in size, the study provides a starting point for further research on mature women as well as on buying clothes in general.

Based on the found preferences, the study offers useful suggestions to clothing designers, manufacturers, retailers, and marketers on how to target mature women more effectively.

The paper opens up a hitherto neglected research topic by presenting empirical findings and a model specifically developed based on mature women's garment buying processes.

The purpose of this paper is to study the influence of collective self esteem, age, income, marital status, and education of Indian women in predicting their fashion clothing involvement.

Data were collected by contacting women in their offices, colleges, and malls in five different cities of India (n=397). The self‐administered questionnaire contained items from collective self esteem and fashion clothing involvement scale.

Fashion clothing involvement of Indian women is influenced by age, importance to identity, and public esteem.

There is a large representation of the younger consumer group in the sample. This makes the study findings relevant for targeting young population groups. Distinction has not been made in the sample according to student, working women, and housewives. Further research can be undertaken to understand if women's fashion clothing involvement varies according to their working and non‐working status.

The findings can prove helpful to international and national apparel manufacturers and brands in planning branding and marketing strategies to promote fashion clothing among Indian women.

This is the first study to understand the fashion clothing involvement of Indian women with respect to collective self esteem.

The purpose of this study is to explore how fashion clothing is perceived and consumed by young males, what their attitudes are toward fashion and how fashion is used in the construction of a social identity by these men.

An exploratory approach is used in this research, with the fashion consumption behaviours and perceptions of males aged between 19 and 25 explored.

Results note the positive role of social comparison amongst young men in their fashion-seeking behaviour, with fashion consumption playing a large role in the emotional well-being of young men in a social context.

This research was exploratory in nature and used a small sample of males from a specific age cohort. As such, the results cannot be generalized but do offer analytical insights into male attitudes and behaviour toward fashion that can be extended in future research.

While the act of shopping for clothing was traditionally seen as a female recreation, fragmentation of the traditional male/female dichotomy has seen men become active in the social consumption ethic surrounding fashion. The current study examines the emergence of fashion-aware males and offers insight into the key motivations for young males to seek out fashion products.

In a society where fashion seeking is a popular recreational activity across genders and changing notions of masculinity allow for more appearance focused men, shopping for clothes is no longer considered an exclusively female activity.

Where research has previously examined fashion items and their integral role in product-self extension from a female perspective, very little studies focus on males’ relationships with fashion. Whilst prior research has examined men’s self-image and self-modification via exercise or plastic surgery, there is little that focuses on the role of clothing in men’s identity creation.