Search results

The purpose of this study is to investigate the influence of augmented reality (AR) media characteristics on consumers’ purchase intention (PI) for fashion goods within the fashion industry context.

This study establishes five independent variables of salient AR media characteristics derived from existing studies which includes interactivity, vividness, augmentation, simulated physical control and environmental embedding. A quantitative online survey method is conducted with a sample of 172 respondents.

The findings suggest that all five AR media characteristics have a positive and significant influence on consumers’ PI for fashion goods. Among these five characteristics, interactivity and simulated physical control have the strongest positive impact on PI, followed by vividness, environmental embedding and augmentation.

This study provides valuable insights for fashion brands to better understand the media characteristics that consumers may be looking out for in AR experiences that could have an influence on their PI for fashion goods. This study also contributes to the literature by identifying the most influential AR media characteristics in the context of the fashion industry.

This systematic literature review presents the state of the field of fashion and crisis communication. The quantitative coding offers insight into dominant and emergent themes in one of the most crisis-prone industries. This review also offers a framework for future research.

This study uses a systematic literature review approach. 205 academic articles were gathered in total using the search term “fashion industry crisis”. Subsequently, they were quantitatively coded using the Diers-Lawson (2016) Crisis Communication Code Book.

Findings show an increase in the fashion industry crisis with clear emergent themes such as sustainability, emphasising the truly global and multidisciplinary nature of the industry. Findings also reveal a genuine lack of theoretical grounding, with over 80% of the articles coded using no crisis communication theory. The findings also suggest value co-creation ought to be a priority for this agenda moving forward, as it overlaps with emerging themes and is a practical tool and concept to support crisis prevention and management through an extension of the Stakeholder Relationship Model (SRM) Model.

As a largely under-researched area in crisis communication, the findings present a new opportunity to explore fashion within its context and contribute. At this point, the research field is lacking, and there is room for theory testing and hypothesis building. The findings and themes from the research present a development of the original SRM model, SRM Val-Co.

As well as research implications, the proposed framework provides practical solutions for the future of the fashion industry.

As a largely under-researched area in crisis communication, the findings demonstrate a new opportunity to explore fashion within its context and contribute because there is a dearth of research and a lack of theoretical development. Therefore, the proposed framework provides practical solutions for the fashion industry’s future. The findings and themes from the research present a development of the original SRM model, SRM Val-Co.

This study aims to investigate the influence of different virtual fashion styles on attitude and satisfaction within virtual reality (VR) tourism experiences. The investigation considers the mediating effect of perceived attractiveness, popularity, novelty and weirdness, as well as the moderating role of self-congruence with avatar clothing and the desire for unique products.

This research uses a quantitative experimental approach. Initially, a three-step pilot study (N = 201) was conducted to select avatar fashion styles for the main investigation. In the primary study, participants (N = 326) engaged with one out of four fashion style conditions to select attire for their avatars and then completed a self-administered survey. Data analysis involved paired-sample t-tests, multivariate analysis of variance and Hayes’ PROCESS Models.

The results show that presenting fantasy avatar fashion styles leads to a decrease in perceived attractiveness and popularity, while concurrently increasing perceptions of novelty and weirdness which in turn exert a negative influence on attitude and satisfaction with the virtual fitting room (VFR). However, these relationships change when considering the moderating role of self-congruence with avatar clothing and the desire for unique products.

VR tourism experience providers and designers can use research findings to bolster positive attitude and enhance satisfaction with VFR; an important first step that strongly affects the rest of the VR tourist journey.

This study contributes to tourism research by exploring the intersection of immersive technologies and virtual fashion. It emphasizes the enhancement of critical touchpoints like the VFR, moving beyond a sole focus on VR adoption, to improve the overall virtual tourist experience.

This study investigates personality facets and demographics as predictors of the following fashion adoption categories: fashion innovation, fashion opinion leadership, and fashion opinion seeking. Everett Rogers’ ideal types and the Five Factor Model are the theoretical frameworks applied in the study. Data are collected via a mailed questionnaire returned by 285 participants in the United States. Regression results demonstrated that income is a significant positive predictor for fashion innovativeness.

Additional findings showed that gender as well as the personality facets of actions and achievement striving are significant predictors for fashion opinion leading. Age, gender, education, and the personality facet of deliberation are significant predictors for fashion opinion seeking. In the present study, there is no overlap among the variables found to be significant predictors of fashion innovation, fashion opinion leading, and fashion opinion seeking. The results imply that neither personality nor demographics are the common characteristics between any two of the three adoption categories. Implications for future research on fashion adoption categories are discussed.

Individuality (a desire for differentiation and a behaviour of non‐conformity) appears to be a motivation for the adoption of fashion innovation. However, the concept of individuality is bi‐dimensional with a desire for differentiation and a tendency towards independence. An individual who is independent is aware of social norms but not affected by them and hence docs not necessarily show fashion innovativeness. This study examines the bi‐dimensional concept of individuality and investigates its relationship to fashion innovativeness and opinion leadership. Data were obtained from 461 female college students. Factor analysis divided individuality into two dimensions: differentiation and independence. Differentiation was more related to fashion innovativeness than was independence. Fashion innovativeness and opinion leadership were correlated. Differentiation had a direct effect on fashion innovativeness while independence showed no significant effect. Differentiation and fashion innovativeness affected opinion leadership in the same magnitude, but independence showed a slightly negative effect. The results imply that the application of individuality, particularly, differentiation to fashion promotion and marketing strategies would be profitable.

This study aims to examine the influence of fashion blogs on consumer brand preferences and investigate the emergence of “communities of style” associated with combinations of fashion brands.

This study undertakes a netnography of Swedish fashion blogs, applying an ethnographic approach to information posted on the Internet.

Right now, there are probably more people in Sweden reading or posting on a fashion blog than there are reading a newspaper. There were greater than 60 Swedish fashion blogs generating greater than 10,000 visits a week back in August 2009; ten of them each generated greater than 100,000 visits a week. It is an increasingly global phenomenon – the location of choice for internationally known elite fashion bloggers. This is a consumer-driven information platform publicizing the brand choices made by stylish people to an international audience – a development with considerable implications for fashion industry marketers.

This study focuses on the Swedish blog network. Future research could use a similar netnographic approach to identify international communities of style and relate them to the global fashion industry.

The study draws attention to the way this development shifts power over brand meaning toward consumers and away from marketers.

The study shows that fashion blogs can demonstrate all the characteristics of a community and can communicate with and influence a wide audience.

The study highlights the use of style as a way to bring consumers together in virtual communities involving the selection and combination of multiple brands.

The recent influence of the mass media communication emphasized the visionary image of the music and eventually the close relationship between the music and fashion industries was formed. Consumers who share a similar taste in music could relate to each other more actively, and as a result, they began to develop similar aesthetic views and emotions. From this matter, the aim of this research is to conduct a survey that would go over a variety of music and fashion preferences of the consumers in order to analyze the relationship between the two. The main objective was to investigate how strongly the preference styles of music and fashion match each other and find similarity of their sensibility.

The participants were directed to choose their preference styles of music and fashion, grade their interest in music and fashion and evaluate their sensibilities by grading their feelings about ten polar paired adjectives.

There indeed is a close relationship between music and fashion. People who are more interested in music and fashion tend to have a stronger correlation between their preferences.

Through the analysis of variance it was found that the sensibility associated with different music and fashion styles are not the same. Furthermore, the authors could group the sensibility words into three common factors. Here it was found that music requires more diverse expressional adjectives as representatives compared to fashion.

The close relationship between preference styles of the two artistic elements and the similarity or their sensibility could be visualized through the distance of each style and adjectives in a correspondence map.