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1 – 10 of over 7000Hermawan Kartajaya, Mohammad Iqbal, Rizal Alfisyahr, Lusy Deasyana Rahma Devita and Taufiq Ismail
This paper aims to identify the typology of fashion lifestyle that is relevant to predict the individual difference in evaluating Islamic fashion product.
Abstract
Purpose
This paper aims to identify the typology of fashion lifestyle that is relevant to predict the individual difference in evaluating Islamic fashion product.
Design/methodology/approach
The study involved female respondents aged above 16 years and wearing hijab. The sample of this research is 697 respondents from four big cities in Indonesia (Jakarta, Bandung, Surabaya and Malang) with the population in this study constituting 264 million Indonesian people. A random procedure with socio-demographic (sex, age and habitat) quotas was used for selecting respondent, and data is obtained using questionnaire research instruments.
Findings
There are 11 factors and 6 segments for clustering the respondents of Islamic fashion lifestyle. The cluster analysis demonstrated that the mean of personality pursuit, Sharia dressing style orientation and religiousity is greater than 4.00 on all clusters. This score proves that the consumers of Islamic fashion among six clusters have high level or religiousity and Sharia dressing style.
Originality/value
Considering the upcoming issue on Indonesia Moslem market subculture, this research explores market segmentation based on Islamic fashion lifestyle. In 2015, Indonesia reached the fifth rank in the world Islamic fashion market with $13.28bn potential market value and the average of 10.17% fashion industry growth annually (Euromonitor, 2018).
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Munazza Saeed, Fadila Grine and Imran Shafique
This study aims to examine the hijab purchase intention of Muslim women by applying the theory of reasoned action: religious commitment, satisfaction (attitude), dressing style…
Abstract
Purpose
This study aims to examine the hijab purchase intention of Muslim women by applying the theory of reasoned action: religious commitment, satisfaction (attitude), dressing style and knowledge source (subjective norms).
Design/methodology/approach
Data were collected from 603 Malay Muslim women in four universities through a self-administered questionnaire using a multi-stage cluster probability sampling technique. Smart PLS was used for data analysis.
Findings
The findings demonstrate that customers’ hijab purchase intention is significantly influenced by religious commitment, satisfaction, dressing style and knowledge source.
Practical implications
This study is for hijab designers because it is important for them to explore and examine the hijab purchase intention of Muslim women and then design the hijab accordingly, not only to capture a big segment in Kuala Lumpur but to obtain a competitive edge as well.
Originality/value
This is the first paper of its kind to examine the hijab purchase intention of Malay Muslim women.
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Siti Hasnah Hassan and Harmimi Harun
The purpose of this paper is to develop a method to understand the predictors of hijab fashion consciousness and consumption. Muslim women in developing countries have evolved…
Abstract
Purpose
The purpose of this paper is to develop a method to understand the predictors of hijab fashion consciousness and consumption. Muslim women in developing countries have evolved from living a traditional to a modern lifestyle, as more women become more educated, work and earn their own money. As modern sophisticated Muslim women, they have transformed themselves in the way they dress and don their hijab while adhering to the Shariah-compliant dress code. As a result, hijab fashion among hijabistas “Muslim women who wear fashionable outfits with matching fashionable headscarves” is flourishing.
Design/methodology/approach
Data were collected using questionnaires distributed to Muslim women who visited the Kuala Lumpur International Hijab Fashion Fair 2014 using the convenience sampling method. A total of 345 final useable data were used for data analysis using SmartPLS.
Findings
Results show that dressing style, fashion motivation, fashion uniqueness and sources of fashion knowledge positively influence fashion consciousness and indirectly influence hijab fashion consumption.
Practical implications
Results of this paper will provide insights to the people involved in the fashion industry, such as designers, retailers and marketers, to understand the hijabista market segment. Practitioners can design proper hijab fashion products that are Shariah-compliant to capture the segment of Muslim women with proper marketing strategies.
Originality/value
The fashion of Muslim women, particularly the hijab fashion, has received little attention in the fashion literature. This paper hopes to provide new insights to relevant researchers and industries.
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Lalita A. Manrai, Dana‐Nicoleta Lascu, Ajay K. Manrai and Harold W. Babb
Torn between socially‐mandated dress conformity and the glitter of Western designers, consumers in Eastern Europe have always been interested in Western style. After the fall of…
Abstract
Torn between socially‐mandated dress conformity and the glitter of Western designers, consumers in Eastern Europe have always been interested in Western style. After the fall of Communism, fashion, led by Western brands, quickly conquered consumers, while local manufacturers started to offer quality goods. Exposure to Western brands and advertising affected consumer values: former collectivist values are gradually being replaced by individualism. These changes are occurring at different rates and vary in different market segments. Under these conditions, a study was conducted in Bulgaria, Hungary and Romania, comparing respondents on two dimensions of style: fashion‐consciousness (capturing individualism) and dress‐conformity (capturing collectivism). The findings support the hypothesis that fashion consciousness is highest for Westernized Hungarian respondents, who have the highest income and can afford fashionable clothing. Dress conformity was highest for Bulgarian respondents, who had setbacks in adopting a market economy and are less Westernized. The findings support demographic differences predictions: younger individuals are more fashion conscious than older individuals, whereas dress conformity is higher for older than for younger individuals. Finally, men are more fashion conscious than women. The findings on gender differences in dress conformity are mixed. Marketing implications of these findings and future research directions are discussed.
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Yen-Cheng Daniel Chen and Ching-Sung Lee
The purpose of this paper is to investigate how the appearances of Chinese restaurant employees, including gender and the style and color of dress, influence the appetites and…
Abstract
Purpose
The purpose of this paper is to investigate how the appearances of Chinese restaurant employees, including gender and the style and color of dress, influence the appetites and additional order intentions of customers.
Design/methodology/approach
This research implemented questionnaire survey. Consumers in Chinese restaurants of international tourist hotels located in Taipei, Taiwan, were targeted as research objects. After deleting questionnaires with incomplete answers, the researchers obtained 818 valid questionnaires for data analysis.
Findings
The analysis results indicate that the gender, style of dress and degree of color coordination of a waitperson’s clothing can significantly influence consumer perceptions and feelings.
Originality/value
The analysis of this study implies that restaurant management should stress professional attendant training. By strengthening training and regulating attendant style, a management team can effectively improve upon their customers’ recognition of a business. This research addresses the influence of different dress style and dress color combinations on consumer appetites and additional order intentions.
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Congying Guan, Shengfeng Qin, Wessie Ling and Guofu Ding
With the developments of e-commerce markets, novel recommendation technologies are becoming an essential part of many online retailers’ economic models to help drive online sales…
Abstract
Purpose
With the developments of e-commerce markets, novel recommendation technologies are becoming an essential part of many online retailers’ economic models to help drive online sales. Initially, the purpose of this paper is to undertake an investigation of apparel recommendations in the commercial market in order to verify the research value and significance. Then, this paper reviews apparel recommendation techniques and systems through academic research, aiming to acquaint apparel recommendation context, summarize the pros and cons of various research methods, identify research gaps and eventually propose new research solutions to benefit apparel retailing market.
Design/methodology/approach
This study utilizes empirical research drawing on 130 academic publications indexed from online databases. The authors introduce a three-layer descriptor for searching articles, and analyse retrieval results via distribution graphics of years, publications and keywords.
Findings
This study classified high-tech integrated apparel systems into 3D CAD systems, personalised design systems and recommendation systems. The authors’ research interest is focussed on recommendation system. Four types of models were found, namely clothes searching/retrieval, wardrobe recommendation, fashion coordination and intelligent recommendation systems. The forth type, smart systems, has raised more awareness in apparel research as it is equipped with advanced functions and application scenarios to satisfy customers. Despite various computational algorithms tested in system modelling, existing research is lacking in terms of apparel and users profiles research. Thus, from the review, the authors have identified and proposed a more complete set of key features for describing both apparel and users profiles in a recommendation system.
Originality/value
Based on previous studies, this is the first review paper on this topic in this subject field. The summarised work and the proposed new research will inspire future researchers with various knowledge backgrounds, especially, from a design perspective.
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Catherine Bachleda, Nicolas Hamelin and Oumaima Benachour
– The purpose of this paper is to explore whether religiosity impacts the clothing style Moroccan Muslim women choose to wear in the public setting.
Abstract
Purpose
The purpose of this paper is to explore whether religiosity impacts the clothing style Moroccan Muslim women choose to wear in the public setting.
Design/methodology/approach
The framework chosen for this study was the theory of planned behaviour. Data were gathered by a questionnaire administered to 950 Muslim women located throughout in Morocco.
Findings
Results indicate that a woman’s religiosity cannot be determined simply by what she wears, with age, marital status and education found to have far greater impact on a woman’s choice of clothing than religiosity.
Practical implications
In countries where women have freedom to choose what they wear, Muslims should not be treated homogeneously, but rather as a heterogeneous segment with different social classes, different sects and different ways of expressing and experiencing their faith in daily life.
Originality/value
Currently there is limited literature that explores the relationship between religiosity and a woman’s choice of dress, outside of the hijab. Moreover, in spite of the significance of religion in the lives of many individuals, its role in consumer choice is not clear. This research provides some clarity within the context of clothing choice for Moroccan Muslim women.
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