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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.

Previous research has suggested that brand knowledge could be affected by companies and consumer characteristics such as consumer personality. The purpose of this study is to analyse the impacts of gender, field of education, and having consumed the brand, on consumers' brand knowledge.

An exploratory study is designed to reveal the impacts of gender, field of education, and usage of a brand by evaluating Turkish university students' knowledge of nine international fashion brands. The survey is conducted by using convenience sampling method to reach a heterogeneous group of different departments, gender, and usage frequencies that would reveal whether these variables have an effect on brand knowledge or not. The students are also asked to describe each brand by two or three words.

Significant differences are found with respect to usage, gender, and departments. Students belonging to the departments more related to fashion and female students have more knowledge about these nine brands. Furthermore, the findings demonstrate that consumption of a brand increases both brand awareness and brand image.

Future studies could analyse brands by grouping them in accordance with their target segments and product types in order to compare them more strictly. It is also purposeful to compare the brand knowledge of the same brands in different samples and different countries.

Since brand associations are used in positioning, the results of the open‐ended questions advise firms operating marketing activities whether to strengthen or to alter these associations.

The study could be beneficial for academicians and business practitioners, since it reveals the effects of gender, field of education, and usage on brand knowledge.

The present study examines relationship building of major players in fashion retailing through social media. Using the theories of word-of-mouth marketing and brand community as theoretical frameworks, this paper analyses the impact of social media marketing in creating brand community. To that end, the use of the popular networking site Facebook was studied. The purpose of this paper is to analyze the extent and main purposes of the usage of this communication channel and to examine companies’ activity on their Facebook pages as well as to observe their audiences and the effect in their audiences’ engagement. Additionally, this paper analyses the main type of content and the most commonly used type of media.

Research was based on a content analysis performed on 2,326 Facebook posts; a sample of 46 international leading companies in the fashion industry was analyzed in the time period between March 1 and May 31, 2015.

Facebook audience is positively related to retailer’s size. However, audiences in this sector are not related to the level of activity of the retailers’ Facebook pages. Audience engagement and participation in fashion retailer’s Facebook sites is higher in small retailers. The main content of the Facebook pages of top fashion retailers is marketing, photo albums and videos being the most popular drivers of this means.

No previous research analyzed fashion retailers use of Facebook sites. This study examines the variables size and engagement of fashion retailers’ audience on Facebook according to retailers’ size and activity on their corporate profiles.

The purpose of this paper is to identify the influences of perceived enjoyment, perceived risks and attitude on the intention to rent fashion products for both Chinese and American consumers. Furthermore, this study is expected to empirically identify the differences between American and Chinese consumers in terms of motivations for and barriers to fashion renting.

Data were collected through online surveys in both the USA and China. Data cleaning generated 412 usable samples in the USA and 301 usable responses in China. A series of t-test analyses and structural equation modeling were conducted to test the proposed hypotheses.

Statistical results confirmed the positive influences of perceived enjoyment and attitude on fashion renting intention. In addition, the negative influences of perceived performance risk and social risk on attitude were also affirmed. Moreover, the results indicated that significant differences exist between American and Chinese consumers in terms of perceived risks and enjoyment of fashion renting, as well as attitude toward renting. Further, group comparison testing results discovered that differences existed in the factors influencing the intention to rent fashion products between American and Chinese consumers.

This study initiates the attempt to investigate the motivations and obstacles for fashion renting intention for both American and Chinese consumers. The cultural comparison between Chinese and American consumers also delivers a comprehensive understanding of the motivations and obstacles behind the intention of fashion renting.

The purpose of this paper is to provide the conceptual basis of collaborative fashion consumption (CFC) as a possible path toward more sustainable clothing. A definition and a typology of CFC are introduced and possible environmental effects of CFC are structured and discussed. This provides a solid conceptual basis for future empirical studies on CFC as an element of more sustainable consumption.

This paper is written mainly based on a review of the more recent literature on collaborative consumption, as well as of older papers about related concepts like sustainable service systems and eco-efficient services. The proposed CFC typology and the structure of environmental effects are developed using both a deductive and an inductive process, and then by transferring existing structures to this specific field and challenging them by assigning practical examples.

The main contributions of this paper are the definition and typology of CFC and the structure for assessing its environmental effects.

The findings provide a conceptual basis for future empirical research on CFC.

For practitioners, the CFC typology and the structure of environmental effects could be used as checklists for future development of more sustainable collaborative consumption offers.

This paper makes a unique contribution to the concept of CFC. To the knowledge of the authors, this is the first paper that has been explicitly dedicated to examining different types and environmental effects of CFC.

The purpose of this paper is to examine the customer decision-making journey of high involvement female fashion consumers in the context of omnichannel fashion retailing.

The research is qualitative in nature, using a multi-method approach consisting of focus groups, semi-structured interviews, online diaries and follow-up interviews, with grounded theory applied to analyse the data.

The results of the study include a framework to outline the stages of the omnichannel customer decision-making journey for young high involvement female fashion consumers. The findings also reveal that an omnichannel decision-making journey is the one that predicated on risk and that consumers employ specific strategies to avoid such risks.

Due to the nature of this research, the sample size is limited and may not be generalised. Data collection was confined to Manchester, UK.

Customer journey mapping enables practitioners to view the entire shopping experience through the eyes of the customer and enables retailers' fault-find issues within the customer and brand experience.

The paper advances knowledge about fashion and consumer behaviour. The customer decision journey framework maps the emotional experiences, devices and channels encountered by high-involvement fashion consumers across each stage of the omnichannel journey.

The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various touchpoints. The aim of this chapter is to provide insights into building a luxury fashion omnichannel strategy through the integration of online and offline consumer journeys, based on the emerging needs and lifestyles of different luxury consumer segments. Accordingly, exploratory research is designed to understand luxury consumer typologies and luxury fashion shopping journeys. In-depth interviews were conducted for data collection in Istanbul, with 16 participants. Grounded theory coding was used for analyzing the data. Findings revealed four-consumer typologies –Luxury Beginners, Nouveaux Riches, Conservatives, Established Luxury Consumers. Luxury fashion journey map covering three major steps – pre-purchase, purchase, and post-­purchase – was illustrated based on the usage of both digital and non-digital channels and agents through the journey with discussions to present consumer differences. The results of the study add to the current literature and provide an omnichannel roadmap for the practitioners.

The purposes of this research are to examine the extent to which daughters view their mothers as consumption role models, the extent to which daughters serve as consumption role models for their mothers, and the extent to which external role models are shared by mothers and their adolescent daughters.

Two qualitative studies focused on mothers‐adolescent daughters‐vicarious role models interactions as drivers of consumption behaviors in Western cultures. Study 1 included 20 in‐depth interviews with mothers and their adolescent daughters (conducted separately). Study 2 included five of the original dyads interviewed jointly and observed in fashion stores.

Regarding adolescent daughters' use as role models and fashion markers for their mothers, most mothers confirmed that their adolescent daughters' fashion opinion was very important. Second, based on consumer socialization arguments, mothers served as role models for their adolescent daughters. Most dyads shop for fashion items together and in the same stores. Regarding the issue of cognitive versus chronological ages, the studies suggest that there is a gap between mothers' cognitive and chronological ages in support of cognitive age theory and the youthfulness ideal of Western cultures. Notably, such a gap mostly failed to materialize for adolescent daughters. Hence, consumption similarity appears to be driven more by the gap for mothers than the gap for daughters. Finally, external role models such as celebrities did not have a great influence on mothers or their adolescent daughters.

The research used in‐depth interviews with and in‐store observation of mothers and adolescent daughters. Future research might use similar interviews with younger daughters. Another extension of the work reported here that can provide triangulation for the findings is to change from a qualitative to a quantitative methodology.

Unsustainable fashion consumption and wasteful practices have recently garnered attention in practice and academia; however, research in this field is limited. This study is based upon an extensive review of the literature and aims to fill this gap by providing an in-depth understanding of various drivers and actors operating in the closed-loop fashion value chain. The purpose of this study is to develop a framework of transformation from the linear economy (LE) to the circular economy (CE) for the fashion industry based on “transition theory.”

This study is conducted in two phases. In Phase 1, a bibliographic compilation on the given subject is done. In Phase 2, data about the case company is collected through trade media and semi-structured interviews with the founder and the designers.

The study found that key drivers for the closed-loop fashion value chain are collaboration with partners, innovation, waste management system, customer connect and changing utilization patterns. Based on the extensive literature review and analysis of the case study, it can be concluded that to incorporate CE principles, namely, reduce, repair, reuse and recycle into current business models, redefining existing value propositions and transforming various business model elements is essential.

A three-level (discrete level, aggregator level and the peripheral level) framework is developed that can help the fashion industry in transition from LE to CE. This study will help fashion houses to understand how they can work in tandem with various stakeholders to develop sustainable business models.

This paper contributes to research by advancing the understanding of how to further develop and redesign an innovative business model framework for the circular fashion value chain. A three-level framework is developed that can be used for transition from LE to CE, especially in the fashion industry. This study is one of the first research that has tried to analyze the Indian case company for CE practices in fashion.

Building on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.

A sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was performed to test the measurement and structural models.

The results indicated that luxury fashion brands' “populist” intentions had a positive impact on consumer admiration. Both consumer envy and admiration had positive effects on emotional brand attachment and brand forgiveness. However, admiration had a stronger effect than envy on these relational consumer responses.

This study identified that luxury fashion brands, frequently stereotyped as exclusive, can become brands admired by mass-market consumers by expressing warmth on social media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes.