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A consumer's post‐purchase product usage behaviour influences future decision making. Particularly, for fashion products, in which usage behaviour is highly observable, impacts of usage behaviour on future purchases and other consumers are more conspicuous. This study investigated usage behaviour for clothing fashion products. Behavioural aspects (use frequency and use variety) of usage behaviour were considered with psychological aspects (use satisfaction). The study focused on the differences in usage behaviour (use frequency, use variety and use satisfaction) by product types (fashionability and classification). Data was collected from a questionnaire survey. The results revealed that product types affected the post‐purchase usage behaviour of fashion products. There were significant differences in the use frequency by the product classification, in the use variety by the product fashionability and in the use satisfaction by the product classification and fashionability. Further, significant differences by product types were discussed.

This paper aims to explore digital fashion products in the metaverse platform contexts and empirically examine the effect of the metaverse platform characteristics on the purchase intention of digital fashion products through users' flow experience and perceived value of the products.

A survey method was used in this study. Answers from 314 metaverse users were analyzed, and the hypotheses were tested using the structural equations modeling and bootstrapping analysis.

The analyses showed that telepresence, social interaction and economic flow had significant effects on users' flow experience among the metaverse platform characteristics, while the continuity and content creation of the metaverse platform did not have significant effects. The flow experience also appeared to have significant effects on multiple consumption values, including pleasure value, self-expression value and economic value. Last, the perceived pleasure value and economic value of digital fashion products had a positive effect on purchase intention.

The main contribution of this research is that it is one of the first empirical attempts to investigate individual consumers' perceptions and experiences of digital fashion products in the context of metaverse platforms.

The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships.

The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software.

Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention.

This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

The domestic exotic leather industry (for the purposes of this study exotic leather was defined as ostrich, emu and American alligator) has been in existence for many years, but much of the raw leather is exported, resulting in a loss of value added for America. The purpose of this study was to explore fashion leaders’ and followers’ attitudes towards exotic leather apparel products. The theoretical framework used for this study was Sproles’ model of fashion adoption (Sproles 1979). This study was part of a larger research project which was designed to segment the market, profile consumers of exotic leather apparel products and develop promotional strategies. A questionnaire, mailed to 800 fashion professionals in eight regional fashion centres across the country, yielded a 50 per cent return rate. Results indicated that the Sproles model was effective in describing and characterising fashion leaders (adopters) and followers (Sproles 1979). Fashion leaders had a more favourable attitude towards exotic leather apparel products, had a greater purchase intention of such products, had higher cognitive motivations, and had a different shopping orientation from followers. Leaders enjoyed shopping more and were not as cost‐conscious, traditional, or conservative as followers. Understanding the differences between fashion leaders and followers will only serve to enhance and contribute to the economic development of the domestic exotic leather industry.

This study aims to examine the impact of religiosity on fashion knowledge, consumer-perceived value and patronage intention.

This study applied purposive sampling method. The population size used a minimum number of samples (100) in the WarpPLS analysis. The inferential statistical technique used is structural equation modeling. A tool for analyzing the structural models is the partial least square method.

Religiosity is a consumer belief in religion, which does not generate fashion knowledge so that high and low religiousness cannot increase or decrease fashion knowledge. Consumer confidence in their religion can increase consumer-perceived value of Muslim fashion products. It causes consumers to behave positively toward future behavioral intentions, that is, the patronage intention. Consumer religiosity is not the cause of patronage intention so that the high or low level of religiousness does not increase or decrease in the willingness of consumers to visit the store (or patronage intention). Fashion knowledge has a positive influence on consumer-perceived value. Consumer knowledge of fashion can increase the patronage of consumer intention toward Muslim fashion products. Fashion knowledge brings the knowledge to consumers in regard to Islamic law that regulates the prohibited and allowed actions, especially in wearing fashion. The high or low level of consumer-perceived value does not provide a cause for increase or decrease in the willingness of consumers to revisit the store (or patronage intention).

With regard to the relationship between religiosity and knowledge, it is found that there are still limited studies and differences in the sectors studied regarding the influence of religiosity and knowledge. To the best of the authors’ knowledge, the religiosity variable in influencing consumer-perceived value has not been used in previous studies. Religiosity is associated with consumer-perceived value expressed as originality in this study because the researcher has not found this relationship in the previous studies. Regarding the relationship between religiosity and store patronage intention, it is found that there are still different opinions in the research results on the effect of religiosity and store patronage intention. Concerning the relationship between knowledge and consumer-perceived value, it is found that there are still different opinions in the research results on the effect of knowledge and consumer-perceived value. The authors found no use of the knowledge variable in influencing store patronage intention in previous research studies. Knowledge associated with store patronage intention is expressed as the originality trait in this study because the researcher has not found this relationship in the previous studies. As for the relationship between consumer-perceived value and store patronage intention, it is found that there are still different opinions in the research results of the study regarding the influence of consumer-perceived value and store patronage intention.

This paper aims to understand whether product descriptor cues related to artisanal qualities can help marketers to delineate their clothing product offerings to consumers by influencing consumers’ perceived product values and the effect (if any) of consumers’ fashion clothing involvement on such value perceptions. In today’s intensely competitive market environment marked by minimal product differentiation, marketers are often using the terms artisan, handcrafted or similar to indicate that their products are different, produced with care, are of higher quality and even premium.

For the study, a 2 (Involvement: High/Low) × 4 (Cues: Control/Artisan-made/Part of a curated collection/Handcrafted) × 2 (products replications: Jeans/Handbags) mixed model repeated measures experiment was designed. A sample of 487 adult female US consumers was recruited using a market-based research firm.

Results indicated that framing luxury products as artisanal using product descriptor cues influenced the perceived value of these products. Moreover, consumers’ fashion involvement positively influenced their perceived value for artisanal luxury products.

The study is one of the few attempts in understanding the value of artisanal luxury products. Given the importance of the artisanal luxury industry to the global economy, focusing on how consumers perceive the value of artisanal luxury products is important to marketers and practitioners as well as academicians. From a theoretical perspective, the study indicates fashion involvement as a predictor of consumers’ perceived value, thereby filling a gap in literature. The study used two different product categories to aid in generalizability of the results.

The dynamic and evolving character of the fashion market, affected by globalisation and technology development, has resulted in complex supply chains. In order to keep costs down, fashion companies have relocated their production facilities to developing countries. At the same time, easing trade restrictions and reducing tariffs have encouraged fashion companies to offer their products all around the world. Accordingly, fashion supply chains have become geographically dispersed, with an increasing number of members, and decreasing traceability and visibility of the chains. As a consequence of that, they face uncertainties and some risks, from stock-outs, late deliveries, over-stocks, to counterfeits etc. This chapter sheds light on counterfeiting as the making of a product that so closely imitates the appearance of the product of another as to mislead consumers that the product is an original. Counterfeiting presents the biggest threat to the fashion industry due to its growing popularity among consumers who were not aware of buying fakes or knowingly bought fake fashion items. This chapter aims to examine the pros and cons of purchasing counterfeit fashion products (CFPs) by Gen Y and Z consumers, as they are more likely to purchase them. The results of the study on a sample of young Croatian consumers show that they prefer CFPs due to functional benefits of price and accessibility, and overestimated originals. The main reasons for young consumers not purchasing counterfeits are the perception of having poor quality relative compared to authentic ones as well as the ethical and legal dilemmas involved.

This research paper aims to examine consumers' perceptions and behaviours towards “pre-loved luxury fashion products” and focusses on analysing the moderating influence of consumers' attitude strength. Additionally, it investigates the impact of desirability in sustainable luxury experiences (LEs) on consumers' purchase intentions (PIs). The study draws inspiration from the Norm Activation Model theory and operationalises attitude strength using the Elaboration Likelihood Model theory.

Purposive sampling technique was employed to collect 317 useable samples from respondents who had previously purchased or intended to purchase pre-loved luxury fashion goods. SPSS and AMOS version 25 was used for data analysis.

The findings reveal that consumers' environmental concern influences their intention to purchase pre-loved luxury fashion products. Furthermore, sustainable LE acts as a significant mediator in this relationship. The study also demonstrates that the intention to purchase pre-loved luxury fashion products is strengthened when consumers possess a strong attitude towards them.

Luxury marketers can strategise accordingly to motivate consumers to purchase pre-loved luxury fashion products by resonating with their cultural correlates through persuasive advertising to favourably affirm their attitude towards pre-loved luxury fashion products.

This study contributes to the literature by addressing the unresolved area of PIs for pre-loved luxury fashion products, considering the moderating role of attitude strength in emerging markets. It highlights the significance of advocating and promoting pre-loved luxury fashion products and provides valuable insights for luxury marketers.

The study aims to examine fast fashion consumers' negative in-store experiences focusing on the effect of the two store environment factors, product overload and store ambiance, on their confusion and consequent shopping avoidance behavior.

A research model of fast fashion consumers' confusion and store avoidance behavior is proposed using the Stimulus–Organism–Response framework. A pretest and the main online survey with 281 samples are analyzed, and the structural equation modeling (SEM) is conducted to test the proposed model.

The SEM results support the proposed paths statistically. Consumers' confusion, measured with the two dimensions, inefficiency and helplessness, is significantly influenced by their perceived product overload and negative perception of store ambiance in the fast fashion shopping environment. Subsequently, fast fashion consumers' confusion results in less time spent in the store.

The study sheds light on utilitarian shopping value in the fast fashion shopping environment by focusing on the fast fashion consumers' confusion in association with overloaded information caused by too many products and store ambiance.

The study implies that improving fast fashion stores' inherent issues with too many products and store ambiance might help consumers mitigate their confusion and prevent customer attrition. However, the study includes only two factors. Future studies may include other various fast fashion store factors. Additionally, one of the dimensions of confusion, irritation, did not emerge in this study. More work is needed to investigate fast fashion consumers' confusion, such as using a multigroup analysis by age.