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The global fashion industry is growing at a rapid pace and developing nations such as India are emerging as major contributors to the same. In such case, most academics and marketers are interested in the variables that influence fashion shopping. The purpose of this paper is to investigate the influence of consumer demographic and personality characteristics on fashion shopping proneness (FSP) in India.

Data were collected from 561 respondents using mall intercept survey method. Hypothesized relationships were assessed using multiple regression and structural equation modelling.

Traditional view that younger and female consumers are more fashion prone than older and male consumers is validated. However, demographics accounted for only 9 per cent of the variance in FSP while personality characteristics accounted for 46 per cent. Being agreeable, extroverted, open minded, and stable are all positively associated with fashion shopping.

The study finds both personality dimensions and consumer demographics to influence FSP. As a limitation, the authors do not probe deep into the why and how of the mentioned relationships between personality and fashion buying.

With respect to demographics, managers could target young females as the primary segment for fashion clothing but cannot ignore young males and older females. With respect to personality, managers can appeal to agreeable, extroverted, open-minded personalities by linking novelty, fun, relaxation, and recreation with fashion buying.

This is one of the first attempts that simultaneously investigates the effects of demographic and personality characteristics on fashion shopping behaviour in India.

The purpose of this study is to identify distinct segments of apparel shoppers based on their fashion shopping orientation. The difference among the segments based on mall attractive dimension is also examined.

The data were collected through mall intercept survey from the mall shoppers. Samples of 375 respondents are used for data analysis purpose. Exploratory factor analysis is used to extract the factors of fashion shopping orientation and mall attractive dimensions while K-means cluster analysis is applied to identify the segments.

This study resulted in three factors of fashion orientation of apparel shoppers, i.e. fashion involvement, variety seeking and economic value, and four factors of mall attractive dimensions: convenience, entertainment, atmosphere and architecture design. Based on these factors, this study came out with three distinct segments of fashion shoppers: pragmatic shoppers, variety seeking shoppers and highly fashioned shoppers. These three segments are attracted towards the mall dimension differently.

This paper presents the three distinct profiles of fashion shoppers based on their fashion shopping orientation and mall attractive dimensions. The findings of this study may help retailers and mall developers to target mall visitors appropriately.

The purpose of this paper is to explore how the shopping mall environment impacts on hedonic and utilitarian shopping experiences, and approach behaviour of fashion leaders and followers.

Fashion shoppers' response and behaviour has been modelled in an invariant multigroup latent structural path analysis. Paths were initially constrained and then released as required. More than 300 usable questionnaires were acquired from a mall intercept in a regional urban middleclass shopping centre. Participants were probed on their attitude about fashion, perception of the shopping mall, present mood, shopping value and approach behaviour toward the mall.

The mall environment directly influences fashion leaders' hedonic shopping experience and approach behaviour. Fashion followers' hedonic shopping experience may be mood driven, while that of fashion leaders' is triggered by higher involvement cognitive processing.

This study was carried out in one fashion‐oriented urban mall in Montreal, and should be replicated to other locations and markets. A larger sample would allow the inclusion of additional constructs.

Mall owners and developers might appeal to fashion leaders through offering services that will speed up their shopping trip, using high‐tech methods to convey fashion information and by branding the mall. Fashion followers and laggards are likely to respond to experience‐oriented strategies that make their shopping trip more pleasurable.

Although fashion consumer groups have been studied from various perspectives, no research was found that investigates the integrated shopping experience of fashion shoppers in a shopping mall setting. This study fills the void.

This study aims to identify, within the context of the French fashion industry, the characteristics of multichannel shoppers, that is, consumers who use more than one channel in a single shopping trip. We especially investigate whether consumers' focus on quality versus price affects their multichannel shopping tendency and their flexibilities in their shopping lists (basket flexibility).

We surveyed a representative sample of 400 French shoppers regarding fashion apparel purchasing. We use a logistic regression framework to measure the probability of a shopper becoming a multichannel shopper based on the key constructs and a battery of control variables.

The analysis shows that, in fashion buying, shoppers focused on quality and those with high basket flexibility have a higher probability of becoming multichannel shoppers. The probability becomes even greater when a shopper is both quality oriented and has basket flexibility.

We focus on the fashion apparel market for a deeper understanding of multichannel usage of products with both experience and search features. Future research can investigate other industries for higher generalizability.

Our research provides insights into multichannel fashion companies whose managements aim to effectively manage high-value customers who tend to use more channels when shopping. Specifically, an omnichannel marketing strategy should focus on capturing the quality-oriented and highly basket-flexible segment of consumers.

Our study provides evidence that for products having high experiential as well as search features, quality-oriented and highly flexible shoppers engage more in multichannel shopping. Because these characteristics are related to the long-term value of customers, we provide the link between multichannel marketing and firm profitability in the context of the fashion industry.

The purpose of this study is to investigate the relationships between fashion innovativeness/opinion leadership and utilitarian/hedonic shopping motivations. This study seeks to develop a better understanding of fashion leadership and determine the primary shopping motivations associated with fashion leadership.

A survey was completed by a total of 150 students at a large university in the southeastern USA. Multiple regression analyses, MANCOVA, and ANCOVA were employed to test the research hypotheses.

The results indicated that fashion innovativeness was significantly related to various hedonic shopping motivations; fashion innovativeness was positively associated with adventure and idea shopping motivations, whereas it was negatively associated with value shopping motivation. Fashion opinion leadership was positively associated with utilitarian shopping motivation.

The results of the study help to suggest various marketing and retailing strategies to stimulate fashion innovative behaviors through adventurous, stimulating, and up‐to‐date new fashions. They also suggest that fashion opinion leadership could be activated by focusing proper shopping environments or advertising on information/features for cognitive stimulation.

The study investigated a direct relationship between fashion leadership and shopping motivations for the first time. The findings of the study strengthen academic research on fashion leadership by identifying pre‐positioned shopping motivations that trigger fashion leadership, as well as practical applications.

The purpose of this paper is to explore female fashion shoppers’ perception and response to the mall environment. Specific objectives include a conceptual model of female fashion shoppers’ experience in a mall environment incorporating fashion orientation, store personality, shopping mall perception, shopping value, and patronage intentions.

Empirical testing is done with a latent path structural equation model. Data collection was carried out in a firmly controlled mall intercept survey which produced 312 usable questionnaires.

Results show that shoppers’ fashion orientation hypothesized to be a personality trait is not an antecedent to the perception of the mall environment. Instead, fashion orientation moderates the perception of product and service quality, hedonic shoppers’ response, and patronage intentions. The perceived mall personality has a focussed impact on the perception of product and service quality. The mall’s sophistication image influences the perception of product quality. On the other hand, the mall’s enthusiasm image atmosphere affects the perception of service quality. Perceptions of product and service quality are correlated and trigger positive hedonic and utilitarian shopping benefits.

Because findings from this study cannot be generalized to other situations, the research should be replicated to a variety of mall formats and shopper segments. Furthermore, other fashion-orientation factors (fashion leadership, fashion interest, and anti-fashion attitude) should be considered. However, along with model complexities, increased sample sizes are also required. Future studies may also include male shoppers to investigate differences in fashion motivation and mall shopping experience.

It is concluded that the person-place congruency theory is confirmed and that the shoppers’ fashion orientation should be included in the set of segmentation variables. Shopping malls cannot be everything to everyone without risking diluting their image. Downtown urban malls have the opportunity to adopt a well-defined positioning in order to differentiate themselves. Large suburban malls should partition themselves to remove image ambiguities. Mall managers must primarily work on the “meaning” of the mall atmosphere rather “mood.” Fashion shoppers are task oriented. Mall managers should design malls to facilitate the shopping experience with highly functional designs, simple layout, and clear signage in support of wayfinding.

Although fashion consumers have been studied from diverse perspectives, there is limited research on the experience of fashion shoppers in a mall setting. This study partly fills this gap in the literature by investigating how female fashion shoppers respond to the shopping center environment and commit to mall patronage.

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.

Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry.

A survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data.

The study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality. Post hoc analysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality.

This study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.

La centralidad de la marca es una relación religiosa entre marca y cliente que se refiere al grado en que una marca está en el centro o corazón de la vida de un consumidor. Aunque su papel en la industria de la moda rápida es destacado, sus impulsores y efectos no se han estudiado exhaustivamente. El presente estudio investiga las relaciones entre tres impulsores psicológicos (la conciencia de la moda, la orientación a las compras crónicas y la autoestima), un impulsor conductual (la frecuencia media de las compras), la centralidad de la marca y la calidad de las relaciones en el sector de la moda rápida.

Se realizó una encuesta a 250 consumidores de moda rápida y se utilizó (PLS-SEM) para analizar los datos.

El estudio muestra que la conciencia de la moda y la orientación a las compras crónicas están positivamente relacionadas con la centralidad de marca, mientras que la autoestima está negativamente relacionada con la centralidad de marca. Los resultados también muestran que la frecuencia de compra modera la relación entre la conciencia de la moda y la centralidad de marca, y entre la orientación de compra crónica y la centralidad de marca. El análisis post-hoc indica que la centralidad de la marca media totalmente la relación entre la orientación a las compras crónicas y la calidad de las relaciones.

Este estudio es uno de los primeros en investigar los impulsores psicológicos y conductuales de la centralidad de marca.

品牌中心性是一种类似于宗教的品牌-客户关系, 指的是一个品牌在消费者生活中处于中心或核心的程度。虽然它在快速时尚行业中的作用很突出, 但它的驱动和影响还没有得到全面的研究。本研究调查了三个心理驱动因素（即时尚意识、长期购物取向和自尊心）、一个行为驱动因素（即平均购物频率）、品牌中心性和快时尚行业的关系质量之间的关系。

对250名快时尚消费者进行了调查, 并使用部分最小二乘法-结构方程模型（PLS-SEM）来分析数据。

研究表明, 时尚意识和长期购物取向与品牌中心性呈正相关, 而自尊心与品牌中心性呈负相关。研究结果还显示, 购物频率分别调节了时尚意识以及长期购物导向对品牌中心性的影响。事后分析表明, 品牌中心性在长期购物取向和关系质量之间具有完全中介作用。

本研究是最早研究品牌中心性的心理和行为驱动因素的研究之一。

The purpose of this paper to examine how Chinese consumers’ perceived functional and symbolic values of lifestyle fashion stores (i.e. merchandise quality, price, convenience, emotional value, aesthetic value and social value) affect their shopping behaviors (i.e. repurchase intention (RI), impulse buying (IB) and time spent (TS)).

In total, 223 eligible responses were collected via an online questionnaire survey. The psychometric properties of the proposed CPV-shopping behavior research model were examined, and the multiple regression method was applied to test the hypotheses.

The findings show that Chinese consumers’ RIs toward and TS in lifestyle fashion stores are determined by their perceived merchandise quality value, price value, emotional value and aesthetic value of lifestyle fashion stores. In contrast, Chinese consumers’ perceived price value and emotional value trigger their IB in the lifestyle fashion stores. The perceived values show satisfactory explanatory power for the variances of Chinese consumers’ shopping behaviors (R²=55, 50 and 49 percent for RI, IB and TS, respectively).

A better understanding of the Chinese consumers’ shopping behaviors toward emerging lifestyle fashion stores may assist retailers in targeting China as the soon-to-be largest consumer market.

Online retailing is continuing to grow at a time with many fashion brands are closing retail stores. Social media is now an essential component within the purchase journey of a fashion consumer. As social media networks continue to develop transactional capabilities, this has giving rise to the expansion of social shopping. Fashion brands need to consider how best to optimise social shopping opportunities as an extension of the retail shopping experience. Reviewing developments within retailing, a conceptual model of social shopping is proposed, which places mobile technologies as central to the social shopping experience both on social media and in store.