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This study aims to examine the causal relationships among fashion involvement, positive emotion, hedonic consumption tendency, and fashion‐oriented impulse buying in the context of shopping.

A self‐administered questionnaire developed from the literature was administered to 217 college students during a scheduled class. They were enrolled at one metropolitan university in a southwestern state in the USA. A structural equation model using a correlation matrix with maximum likelihood was estimated by LISREL 8.53.

Fashion involvement and positive emotion had positive effects on consumers' fashion‐oriented impulse buying behavior with fashion involvement having the greatest effect. Hedonic consumption tendency was an important mediator in determining fashion‐oriented impulse buying.

This study was limited to college students at one metropolitan university in a southwestern state in the USA and to general fashion products.

Retailers may encourage consumers' positive emotion through strategies such as store design, product displays, package design, and sales. A focus on entertainment, interest, and excitement may be as important as getting the right mix of merchandise and pricing. Other retail strategies might be to stress the relative rationality and non‐economic rewards of impulse buying in advertising efforts; to make impulse purchases more risk free through convenient return policies; and to increase enablers such as offering credit and extending store hours.

Few studies exist for predicting fashion‐oriented impulse buying behavior. This study addresses the need to examine impulse buying behavior related to fashion products.

As an effort to identify the underlying determinants of compulsive buying, this study seeks to examine fashion orientation, a fashion‐related variable, as a direct antecedent of compulsive buying and as an indirect antecedent of compulsive buying through credit card use.

Using a convenient sampling method, women aged over 20 years living in the Seoul metropolitan area were selected as the sample. Out of 380 distributed, 267 useful questionnaires were returned. Confirmatory factor analysis and path analysis were conducted using structural equation modeling.

The results of this study showed that fashion interest significantly influenced compulsive buying directly and also indirectly by influencing credit card use.

This study has significance in terms of being the first one to explore the relationship between fashion orientation variables and compulsive buying, offering a new perspective on compulsive buying.

The Chinese fashion market is becoming increasingly important in terms of consumption volume and value. A critical aspect of the Chinese fashion market is the role of the fashion retail buyer; however, there exists little literature on their role and their decision-making process. This paper, therefore, explores the role of Chinese fashion retail buyers, their decision-making process as well as the key factors that influence the retail buyer's decision-making process.

Informed by the inductive approach within Sheth's (1981) framework, in-depth interviews with a number of retail buyers in nine leading fashion companies in China were carried out to explore fashion retail buyers' decision-making processes.

The results show that management mentality, type of merchandise and type of decision context were the most influencing factors regarding merchandise requirements (MRs). Fashion retail buyers in China are substantially restricted by the management style of the firm, which also influences the product mix choice. To evaluate merchandise, fashion buyers take into account consumer demand, company position, geographical differences and fashion trends. In regards to supplier selection, production stability coupled with quality and cost factors become paramount. The study also demonstrates that country of origin (COO) is a less significant factor in the fashion buyer's decision-making process.

This is the first study that explores the fashion retail buyer's decision-making processes in the Chinese market. The results show Chinese fashion buyers' decision-making processes differ significantly from other markets. This paper offers guidelines for an efficient and effective fashion retail buying process in China. The findings offer important avenues for further research and provide insights for fashion professionals in the Chinese and other emerging markets contexts.

The purpose of this paper is to explore the decision-making process used by luxury fashion retail buyers in Greece in order to assess the applicability of Sheth's (1981) model to the selection of brands and collections by retail buyers in luxury fashion resellers.

The study takes an interpretive approach, utilising participant observation and semi-structured interviews with retail buyers in five luxury fashion reseller companies in Greece, which boasts the world's highest proportion of luxury fashion consumers. Qualitative data were analysed thematically according to the theoretical constructs in Sheth's (1981) model of merchandise buyer behaviour.

Brand reputation, quality, appropriateness for the market and exclusive distribution were the most important criteria for supplier selection. For evaluating merchandise, the most important criteria were design, style, fashionability and quality. The most relevant influencer of decision making in supplier selection was the competitive structure in terms of the power balance between retailer and brand. For merchandise selection, the most relevant influencing factors were retailer size, management mentality, product positioning and type of decision (re-buy or new task).

Due to the exploratory nature of the study and its focus on the context of a particular geographical marketplace, the findings may not be generalised to other countries.

This paper provides an insight into the decision-making practice of retail buyers in Greek luxury fashion retailers, where the buying task involves balancing the retailer's commercial interests with a more cultural role in terms of shaping fashion trends and generating PR and publicity for the retailer. The task is further complicated by the power imbalance between retailer and brand, enabling brands to impose limitations on the buyer's decision. Additionally, the combined influence of shortening product life cycles, increasing product variety and the emergence of a new and younger luxury fashion consumer requires a shift from intuitive to scientific, data-driven decision making.

The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the Indian context.

Based on a literature review of personality, fashion involvement, emotions, fashion-oriented impulse buying behavior and hedonic consumption, the authors formulated a conceptual model and subsequent hypotheses. Previously valid and reliable scales were used in the study. The data were collected through mall intercept survey with the sample consisting of respondents in the age group 20-45. Factor analysis and structural equation modeling were used as data analysis tools.

Major findings indicate a positive and significant effect of personality on positive emotions. The findings also confirm a significant and positive relationship between fashion involvement and hedonic consumption and hedonic consumption and fashion-related impulse buying behavior. Interestingly, positive emotions were found to mediate the relation between personality and fashion involvement.

The major implication of the present study is that impulse buying in fashion may be resultant of a complex network of interlinked constructs. One limitation is the restriction to the Indian context.

The findings note the need for creation of an experiential environment for a fashion shopper that could lead to positive emotions and subsequently impulse purchase.

The present study for the first time integrates constructs such as personality, emotions, involvement and impulse buying in the same conceptual model and tests it empirically.

The purpose of this study is two-fold: classifying non-Muslim halal fashion buyers by applying quantitative techniques and identifying the persuading determinants of the non-Muslim women’ halal fashion buying behaviour (HFBB).

By adapting items from prior studies, a structured questionnaire was developed and distributed face-to-face to various Muslim fashion stores in Malaysia. After a one-month effort, 221 responses were obtained from non-Muslim consumers by using convenience sampling. Next, a clustering analysis was used to classify them from a contrasting perspective. Finally, regression and Andrew F. Hayes’s process procedures were applied to examine the three independent variables’ effect and the moderating variables.

The results revealed the characteristic behaviour of the non-Muslim women explicitly, which is related to their halal fashion purchasing decision. Based on the ANOVA results, there were different motives for buying halal fashion by non-Muslim women. Additionally, it was found that the most crucial determinants for non-Muslim’s HFBB are “cultural adaptation”, albeit, there is no substantial proof of a significant moderating effect of age and income on the consumers.

These discoveries are advantageous for halal fashion retailers and provide an appealing domain for further investigations in the context of the global halal study.

This study provided an idea for an untapped segment on the halal fashion sellers’ segmentation and positioning strategy. The study’s results suggested specific managerial and practical recommendation that the sellers can use to attract non-Muslim consumers.

This study was amongst the uncommon investigations within the halal fashion context that will enlighten the managers’ selling strategy on the most neglected market segment. The results of this study provided an empirical understanding of how to sell halal fashion to non-Muslim consumers.

The purpose of the present study is to investigate compulsive consumption within a product specific context (compulsive buying of clothing) using a hierarchical model adapted from Mowen and Spears.

Previous researchers found that compulsive buyers tend to be young females who purchase clothing. Edwards' general compulsive buying scale was modified to measure compulsive clothing buying. The scale was then pre‐tested for reliability and validity. Following the pre‐test, data were collected from 228 undergraduate females to assess the relationships between compulsive clothing buying and several variables previously found to be associated with general compulsive buying: neuroticism, materialism, and fashion interest.

Path analysis results revealed significant relationships between neuroticism and materialism, neuroticism and compulsive clothing buying, materialism and fashion interest, and fashion interest and compulsive clothing buying. The path between materialism and compulsive clothing buying was not significant.

The present study examined the compulsive buying of a specific product, therefore it may be valuable to study other populations to determine whether young female compulsive clothing buyers continue the behavior as they age, or potentially, begin compulsively buying products other than clothing.

This is the first known study to examine compulsive buying in a product specific context.

This paper seeks to address the complex nature of fast fashion buying through case studies with a supermarket, department store and own brand label. The phenomenon of fast fashion raises questions about traditional approaches to sourcing and buying, which are addressed here.

Case studies were compiled with companies managing fast fashion, alongside other purchase and retail activities, namely a supermarket, department store and specialist fashion chain.

Reveals the buying practices for fast fashion, namely, a combination of global and local suppliers, a leagile approach is typical; trust is an important factor in the supplier‐retailer relationship to ensure fast delivery at an agreed quality; and integration of key internal activities and processes to facilitate the speed of buying decisions that may be required.

Gives insight into the factors affecting buying behaviour for fast fashion.

Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.

By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.

The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.

This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.

This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

This study investigates if females fashion leaders and fashion followers differ in their attitudes toward buying imported and domestic apparel products. A sample of 283 female consumers between 18 and 25 years of age completed a mailed questionnaire. Repeated measures analysis of variance and t‐tests were performed to determine if differences exist between fashion followers and leaders regarding their attitudes toward buying domestic and imported apparel. Results showed that fashion followers have the same overall attitude toward buying American or imported apparel. However, fashion leaders have a more positive attitude toward buying imported apparel than buying domestic apparel. In addition, fashion followers and fashion leaders have similar attitudes toward buying American apparel, but fashion leaders have a significantly more positive attitude than followers toward buying imported apparel.