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1 – 10 of over 1000
Article
Publication date: 15 August 2023

Kristian Steensen Nielsen, Tina Joanes, Dave Webb, Shipra Gupta and Wencke Gwozdz

This study aims to examine the conceptual distinction of two clothing orientations – style orientation and fashion orientation. Style and fashion orientations both express…

Abstract

Purpose

This study aims to examine the conceptual distinction of two clothing orientations – style orientation and fashion orientation. Style and fashion orientations both express identity and individuality, but the fashion orientation may more strongly reflect materialistic values, which extensive evidence shows are detrimental to well-being. This study investigates how the clothing orientations are associated with materialism and subjective well-being.

Design/methodology/approach

The conceptual distinction between style and fashion orientations and their associations with materialism and subjective well-being were investigated via an online survey (N = 4,591) conducted in Germany, Poland, Sweden and the USA. Participants aged 18–65 were recruited based on national representative quotas for age, gender, education and region.

Findings

The regression results support a conceptual distinction between the style and fashion orientation. Style orientation was positively associated with subjective well-being compared to fashion orientation. Both the style and fashion orientations were positively correlated with materialism, but the association was much stronger for fashion orientation and materialism exhibited a strong negative association with subjective well-being. Interestingly, materialism moderated the association between fashion orientation and well-being but not between style orientation and well-being.

Research limitations/implications

The four examined countries were Western, and, thus, the findings cannot be generalized to other populations. In addition, this study specifically examined relationships in a clothing context. To enable wider generalization, the relationships tested must be explored in other countries, especially non-Western, and also across other product categories.

Practical implications

The findings of this study can help retailers develop their marketing programs, product and service offerings and specifically their communications more closely targeted to consumers’ clothing orientations.

Originality/value

This study contributes by conceptually distinguishing between clothing style and fashion orientations and investigating their divergent associations to materialism and subjective well-being. This research also raises the question of whether fashion orientation is independent or rather, an aspect of materialism, which has implications for other consumption domains as well.

Details

Journal of Consumer Marketing, vol. 40 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 21 March 2023

Selen Bakış and Hakan Kitapçı

In the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of…

1761

Abstract

Purpose

In the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of social status only. This research aims to investigate the impact of four perceived symbolic meanings of green clothing (status, environmentalism, innovation and fashion symbols) on consumers' purchase intention of green clothing through their attitude toward it. Besides, the moderating role of a consumer mindset in the indirect relationship between symbolic attributes and the purchase intention of green products through consumer attitude is examined.

Design/methodology/approach

The data were collected through a survey from a sample of 325 respondents in Turkey, especially younger ones. The data were analyzed via confirmatory factor analysis and hypothesized relationships were tested with multiple and simple regression analyses and PROCESS macros in SPSS.

Findings

All symbolic meanings of green clothing impact purchase intention positively and indirectly through consumers' attitudes toward it. The results of moderated mediation analyses showed that the impact of symbolic meanings, except for environmentalism symbol, on purchase intention through consumer attitude was significantly moderated by the consumer mindset.

Originality/value

This research contributes to the under-researched areas of the impact of various symbolic attributes/meanings of green clothing on consumers' purchase intention. Besides, this study advances the role of consumer mindset in consumer behavior research in such a way that it connects mindsets of personality, consumers' attitudes toward green products and their green purchase intention. Furthermore, this study addresses the gap in regard to the role of mindsets of personality on sustainable/environmental behaviors. It will provide implications for fashion marketing managers to develop appropriate targeting, positioning and communication strategies for consumers' mindsets.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 31 August 2022

Tuğba Şener, Ferdi Bişkin and Neşe Dündar

This study aims to determine the effects of consumers' perceptions of value and environmental concerns toward recycled content clothing on consumers' attitudes and purchase…

2022

Abstract

Purpose

This study aims to determine the effects of consumers' perceptions of value and environmental concerns toward recycled content clothing on consumers' attitudes and purchase intentions toward these products.

Design/methodology/approach

The research methodology consisted of consumer survey. Female consumers registered in the labor market in the province of Konya in Turkey constituted the sample of the study. A total of 296 female consumers selected by a simple random sampling method, and taking into account time, cost and accessibility criteria, constituted the sample of the study.

Findings

Perceived customer values and environmental concerns were found to be much more effective on purchase intentions, although they were weak in positively affecting customers' attitudes toward recycled content clothing. Findings show that emotional, epistemic and conditional values and environmental concerns positively affect purchase intentions.

Research limitations/implications

The sample in this study consisted of just female consumers with income in the city of Konya, Turkey. The results might be different in different demographic groups and different cities of Turkey.

Practical implications

Consumers have positive attitude toward the idea of using recycled fibers in their clothes.

Originality/value

The literature generally includes research examining consumers' behavior toward sustainable fashion. This research focuses on the value perceptions and attitudes of Turkish consumers toward recycled content clothing – a market and topic that have not been studied much before.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 23 September 2022

Pragati Sinha, Monica Sharma and Rajeev Agrawal

The objective of this paper is to synthesise the published literature on consumer awareness and acceptance of Sustainable Fashion (SF) and highlight that sustainability decisions…

2918

Abstract

Purpose

The objective of this paper is to synthesise the published literature on consumer awareness and acceptance of Sustainable Fashion (SF) and highlight that sustainability decisions taken across procurement, designing, manufacturing and retailing must include the consumer perspective of SF.

Design/methodology/approach

Systematic Literature Review (SLR) on sustainable fashion combined with consumer behavior was conducted. The study approach involved descriptive analysis, content analysis and theoretical analysis in the first section. The later sections focus on sustainability practices across the apparel supply chain that can foster acceptance of sustainable fashion.

Findings

In this review paper, five solutions that are typically used for leveraging consumer awareness and acceptance towards sustainable fashion are identified from the latest research papers: (1) attention to micro-sensitive factors (2) shared responsibilities (3) repositioning sustainable fashion for larger audience (4) positioning conscious fashion and (5) unified approach. These solutions are proposed as most important for achieving success in sustainable production and sustainable consumption (SPSC) for the fashion industry. Further, suggestions for how to embed sustainability related business decisions across sourcing, designing, manufacturing, distribution and recollection and retailing are also provided.

Practical implications

Through this research, a clear view emerges of the progression of publication and where future research should be directed to popularise sustainable fashion among consumers. Research findings and proposed solutions will be valuable inputs for brand managers, marketers and retailers as they conceive new plans and make decisions about addressing sustainability challenges in textile and apparel manufacturing firms.

Originality/value

This is a first of its kind of study on sustainable fashion that highlights the importance of understanding consumer behaviour in influencing sustainability decisions required across sourcing, designing, manufacturing and retailing to achieve substantial economic advantages in the fashion industry. End-to-end supply chain processes (i.e. procurement, design, manufacturing, marketing and retailing) are considered to identify several factors that influence consumer behavior in favor of sustainable fashion throughout the supply chain.

Details

Benchmarking: An International Journal, vol. 30 no. 9
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 27 February 2023

Chuanlan Liu, Sibei Xia and Chunmin Lang

This study aims to discover clothing consumption shifts and explore the effect of consumer resilience in changing clothing consumption patterns or establishing new clothing…

Abstract

Purpose

This study aims to discover clothing consumption shifts and explore the effect of consumer resilience in changing clothing consumption patterns or establishing new clothing consumption routines after experiencing disruptions caused by the Covid-19 pandemic.

Design/methodology/approach

A two-phase multi-method approach was employed. The first phase of qualitative inquiry was conducted to identify clothing consumption shifts using a content mining approach on a text data sample of 17,195 tweets posted from 1 January to 30 September 2020. The second phase of the quantitative study was conducted to explore consumer resilience's effect on clothing consumption shifts based on a collected national sample of 418 respondents through an online survey.

Findings

This study identified clothing consumption changes including value shifts, style shifts and spending shifts. It was also found that resilient consumers care about a company's ethical practices and value the quality instead of the number of items in their wardrobe. Consumers spend more time wearing comfortable clothing and are used to the working-from-home lifestyle.

Originality/value

This study explored approaches to making use of social media data for a better understanding of consumers' clothing behaviour. Also, this study attempted to explore and understand clothing consumption practices during and post the Covid-19 global pandemic, focusing on identifying shifts that might last longer for fashion businesses to explore growth opportunities.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 5
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 27 February 2023

Summer Suzanne Shelton, Amanda S. Bradshaw, Matthew Cretul and Debbie Treise

Plus-size women represent a large consumer segment that has grown in popularity with the fashion industry, retailers and advertisers. Despite advancements in clothing availability…

Abstract

Purpose

Plus-size women represent a large consumer segment that has grown in popularity with the fashion industry, retailers and advertisers. Despite advancements in clothing availability for plus-sized women, the shopping experience for these women (compared with that of straight-size women) often still falls short. The current experience leaves plus-sized women feel like a second-class, minority group despite the fact that the majority of women in USA are considered plus-size. The purpose of this study was to assess how US-based, value- and mid-market online clothing retailers position their plus-size female clothing sections in their site navigation.

Design/methodology/approach

This study assessed the websites of N = 68 popular plus- and straight-sized US-based, value- and mid-market retailers to evaluate the placement of, and options available in, their plus-sized clothing sections.

Findings

Findings revealed that the majority of retailers completely separated out the plus-sized section from the straight-sized section and that the language used to describe plus-size clothing was body-focused (versus clothing-focused for straight-size clothing sections). Theoretical and practical implications for marketers, advertisers and retailers are discussed.

Originality/value

This is the first study to assess the separation of plus- and straight-sized clothing sections in online retail spaces. As brands begin to consider combining plus- and straight-sized clothing sections (see Old Navy), it is important to assess how wide-spread the separation of sections currently is in online retail environments.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 6
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 12 June 2023

Halimin Herjanto, Muslim Amin, Elizabeth Purinton and Edward L. Lindle II

Based on the learning and attitudinal theories, this study aims to investigate the direct effect of two type of experiences, attitude and the indirect impact of fashion…

Abstract

Purpose

Based on the learning and attitudinal theories, this study aims to investigate the direct effect of two type of experiences, attitude and the indirect impact of fashion innovativeness, materialism and financial pressure on Generation Z’s secondhand clothing (SHC) purchase intention.

Design/methodology/approach

A total of 180 usable surveys were gathered from Generation Z participants and analyzed by a partial least-square-structural equation model.

Findings

The results show that attitude (SHC hygiene vs SHC fashion style) and past experiences (daily use occasion vs particular use occasion) directly affect SHC purchase intention. Furthermore, materialism, financial pressure and innovativeness drive attitudes toward SHC fashion style.

Originality/value

This study extends the current SHC literature by integrating two dimensions of experience (daily use occasion vs particular use occasion) and attitude (attitude toward SHC hygiene vs attitude toward SHC style).

Details

Journal of Global Responsibility, vol. 15 no. 1
Type: Research Article
ISSN: 2041-2568

Keywords

Article
Publication date: 3 July 2023

Victoria Brown

The purpose of the study is to examine the experiences of emerging adults transitioning from college to career and the implications of this transition on clothing choice and…

Abstract

Purpose

The purpose of the study is to examine the experiences of emerging adults transitioning from college to career and the implications of this transition on clothing choice and identity formation.

Design/methodology/approach

This study utilized a phenomenological approach to address how appearances are used by emerging adults during the transition from college to the workplace and how those appearances help form identity.

Findings

The study found that participants have a desire for high-status consumption, primarily fueled by social comparison and the desire to keep up with colleagues, a desire to express identity through clothing, even if they are working from home, and the tendency to convey maturity during this transitory time by dressing the part.

Research limitations/implications

The main limitation of this study is the homogenous nature of participants. Most are white females in their 20s who work in the fashion industry. It would be fruitful to consider a more representative population of emerging adults to examine the role of clothing choice on identity formation during this critical time.

Practical implications

This study highlights the need for change in the retail sector, regarding which garments create a professional wardrobe. Since the pandemic, many companies have shifted to a casual dress code, thus rendering the historically professional wardrobe of business attire obsolete.

Originality/value

Examining what it means to be an emerging adult joining the workforce in today's post-pandemic world is a complex and ongoing process. This study provides insight into how this experience is navigated via clothing and how identities are shaped during this transition in a person's life.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 28 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 March 2024

Wei-Zhen Wang, Hong-Mei Xiao and Yuan Fang

Nowadays, artificial intelligence (AI) technology has demonstrated extensive applications in the field of art design. Attribute editing is an important means to realize clothing…

Abstract

Purpose

Nowadays, artificial intelligence (AI) technology has demonstrated extensive applications in the field of art design. Attribute editing is an important means to realize clothing style and color design via computer language, which aims to edit and control the garment image based on the specified target attributes while preserving other details from the original image. The current image attribute editing model often generates images containing missing or redundant attributes. To address the problem, this paper aims for a novel design method utilizing the Fashion-attribute generative adversarial network (AttGAN) model was proposed for image attribute editing specifically tailored to women’s blouses.

Design/methodology/approach

The proposed design method primarily focuses on optimizing the feature extraction network and loss function. To enhance the feature extraction capability of the model, an increase in the number of layers in the feature extraction network was implemented, and the structure similarity index measure (SSIM) loss function was employed to ensure the independent attributes of the original image were consistent. The characteristic-preserving virtual try-on network (CP_VTON) dataset was used for train-ing to enable the editing of sleeve length and color specifically for women’s blouse.

Findings

The experimental results demonstrate that the optimization model’s generated outputs have significantly reduced problems related to missing attributes or visual redundancy. Through a comparative analysis of the numerical changes in the SSIM and peak signal-to-noise ratio (PSNR) before and after the model refinement, it was observed that the improved SSIM increased substantially by 27.4%, and the PSNR increased by 2.8%, serving as empirical evidence of the effectiveness of incorporating the SSIM loss function.

Originality/value

The proposed algorithm provides a promising tool for precise image editing of women’s blouses based on the GAN. This introduces a new approach to eliminate semantic expression errors in image editing, thereby contributing to the development of AI in clothing design.

Details

International Journal of Clothing Science and Technology, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0955-6222

Keywords

Article
Publication date: 6 May 2022

Pooja Mehta, Amarjit Kaur, Sandeep Singh and Minakshi Duggal Mehta

The purpose of this study is to examine relationship between numerous factors (fashion orientation, conspicuous consumption and environmental consciousness) that influence fast…

1958

Abstract

Purpose

The purpose of this study is to examine relationship between numerous factors (fashion orientation, conspicuous consumption and environmental consciousness) that influence fast fashion (FF) purchase intention and their impact on FF purchase behavior and exploring the moderating effect of sustainable clothing consumption attitude.

Design/methodology/approach

This study uses quantitative analysis approach, wherein data have been collected from 571 college students by using non-probability snowball sampling. Partial least square structural equation modeling (PLS-SEM) has been applied to analyze the relationships among variables.

Findings

Determinants fashion orientation and conspicuous consumption have substantial impact on the desire to buy FF, which has strong association with FF purchasing behavior. Environmental awareness, contrarily, has detrimental impact on FF purchasing intentions. Furthermore, sustainable clothing consumption attitude significantly moderates FF intention–behavior relationship.

Practical implications

Findings may be viewed as a driving course in textile and garment sector for entrepreneurs as they represent customers’ intents and behavior in connection to the adoption of FF. Strategists can understand the product’s lifecycle; marketers can define innovative ways of marketing, advertising and promotion; start-ups can look for opportunities in sustainable fashion industry by innovating, manufacturing and dealing in eco-friendly sustainable products; and policymakers can make suitable policies to create awareness regarding sustainable fashion.

Originality/value

To the best of the authors’ knowledge, there is no study that comprehensively deals with defining, structuring and validating factors affecting purchase intention and behavior in case of fashion industry, accompanied by the role of sustainable consumption attitude as a moderator between FF intention and behavior, in a single model.

Details

Society and Business Review, vol. 18 no. 4
Type: Research Article
ISSN: 1746-5680

Keywords

1 – 10 of over 1000