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Article
Publication date: 11 May 2015

Laurel Dawn Romeo and Young-A Lee

The purpose of this paper is to explore apparel-related issues experienced by plus-size female teens around the functional, expressive, and aesthetic consumer needs model. The…

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Abstract

Purpose

The purpose of this paper is to explore apparel-related issues experienced by plus-size female teens around the functional, expressive, and aesthetic consumer needs model. The goal was to uncover any issues which have interfered with or restricted apparel purchases.

Design/methodology/approach

A mixed methods research design was employed to collect body measurements with the use of a 3D body scanner and conduct in-depth interviews with a convenience sample of 30 plus-size females aged 12-17 years and their families.

Findings

The current US sizing system does not fully meet the measurement needs of this study group. Functional fit requirements often dictate the apparel purchased by plus-size female teens. Expressive and aesthetic desires often go unfulfilled by the apparel that satisfied their functional needs. Confusion over apparel size designations interfered with brand and store loyalty and resulted in fewer purchases from both physical and online stores.

Practical implications

Plus-sizes are the fastest growing segment of apparel and offer brands and retailers substantial opportunity for market growth. Plus-size female teens desire to increase their apparel purchases, but have been hindered by certain product development and merchandising practices. Participants made suggestions for brands and retailers to increase sales in the plus-size female teen market.

Originality/value

This study is unique by uncovering previously unknown issues regarding apparel fit and purchase behaviors of the plus-size female teens as well as relating participant’s advice to the apparel industry on this target market.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 16 October 2018

Mohamed M. Mostafa

The purpose of this paper is to examine female fashion consumer profiles in Kuwait. Drawing on symbolic interactionist, fashion adoption theory, the trickle-down theory, the…

Abstract

Purpose

The purpose of this paper is to examine female fashion consumer profiles in Kuwait. Drawing on symbolic interactionist, fashion adoption theory, the trickle-down theory, the collective selection theory and the mass-market theory, this study examines the influence of self-identity, social interactions and prestige consumption on Kuwait female apparel consumers.

Design/methodology/approach

The study applies self-organizing maps (SOM), discriminant and multiple correspondence analyses to analyze the influence of self-identity, social interaction and prestige consumption on Kuwaiti female apparel consumers.

Findings

Results unveiled three distinct clusters: liberals, traditionalists and conservatives. Liberals include students, singles with a low income, less than KD 500. They are younger and wear neither Abaya nor Hijab. Traditionalists include employees, mixed between married and divorced females. They have moderate income between KD 500–1,500, two age groups between 25–30 and 31–35 years. Finally, conservatives include older females of age 36–45 years. They are housewives with a high-income of more than KD 1,500, and wear both Abaya and Hijab. Findings seem to confirm that the younger generations of females in Kuwait are by far living a different life than their mothers and grandmothers. Findings also show that culture, especially religion and traditions, is still exercising an enduring influence on Kuwaiti females purchasing behavior.

Originality/value

This study extends the existing literature dealing with female apparel consumption by applying cluster analysis to an Arab country, which makes it possible to generalize results to other Arab nations. Second, the author uses SOM along with traditional clustering methods to check the robustness of findings.

Details

International Journal of Sociology and Social Policy, vol. 39 no. 1/2
Type: Research Article
ISSN: 0144-333X

Keywords

Article
Publication date: 29 February 2008

Helena M. De Klerk and Stephna Lubbe

The purpose of this study is to investigate the role of aesthetics in female consumers' evaluation of apparel quality during the decision‐making process.

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Abstract

Purpose

The purpose of this study is to investigate the role of aesthetics in female consumers' evaluation of apparel quality during the decision‐making process.

Design/methodology/approach

A qualitative research style was followed and unstructured interviews and focus group interviews were chosen as data‐collection methods. A total of 45 unstructured interviews were held with 15 adult career women. The researchers used certain stimuli during the interviews, the aim of which was to give the participants something concrete to react to, and to put them in a specific decision‐making situation.

Findings

It was found that the sensory, emotional and cognitive dimensions of the aesthetic experience play a major role when female consumers evaluate the quality of apparel products during the decision‐making stage. The product's design and materials bring about these aesthetic dimensions. Especially colour and texture play major roles in bringing about the necessary aesthetic experiences.

Originality/value

Retailers and e‐tailers should purposively draw their customers' attentions to the linkage between physical properties that influence important functional properties that may play a role in the satisfaction that consumers will experience when wearing the item. Findings have further implications for retailers' and e‐tailers' fashion merchandising strategies related to buyers and visual merchandisers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 November 2002

Jai‐Ok Kim, Sandra Forsythe, Qingliang Gu and Sook Jae Moon

This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self‐directed values and social…

49845

Abstract

This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self‐directed values and social affiliation values, self‐directed values were the underlying determinant of needs to be satisfied by apparel products. Among the three types of needs identified to be satisfied through apparel (i.e. experiential, social and functional needs), experiential needs were the most important needs that influenced apparel purchases of female consumers in both Asian markets. Consumers in both country markets exhibited brand loyal behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each need through brand loyal behavior differed between the two consumer samples. While for brand‐loyal Chinese consumers experiential image was the most important aspect of the branded apparel appeal to female consumers, social image with performance quality assurance was a more important feature of the branded apparel appeal to consumers in Korea. Implications for brand image management for international markets were discussed.

Details

Journal of Consumer Marketing, vol. 19 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 13 February 2009

Yoo‐Kyoung Seock and Lauren R. Bailey

The purpose of this study is to investigate Hispanic consumers' use of personal and impersonal information sources and to examine age and gender differences in the use of those…

1988

Abstract

Purpose

The purpose of this study is to investigate Hispanic consumers' use of personal and impersonal information sources and to examine age and gender differences in the use of those information sources.

Design/methodology/approach

A structured questionnaire was developed to collect the data. Pillai's trace multivariate analyses of variance were used to examine the main effects of age and gender differences in the use of personal and impersonal information sources.

Findings

The degree to which personal information sources were used varied across age groups. When making a purchase decision on clothing items, the respondents' use of their mothers and friends as personal information sources differed significantly across age groups. Males and females varied in their use of their fathers, sisters, and other female family members as personal information sources. The degree to which impersonal information sources were used also varied across age groups. When gathering ideas about what clothing items to purchase, the use of fashion magazines as impersonal information sources differed significantly across age groups. In addition, males and females varied in their use of store displays and television advertisements as impersonal information sources.

Research limitations/implications

The study may provide guidance in developing effective and strategic promotion direction and in selecting proper media advertising in an effort to target Hispanic consumers in the USA. Marketers can use this information to determine advertising media allocation in effectively reaching Hispanic consumers.

Originality/value

Considering the unprecedented growth in the population and the purchasing power of Hispanics, marketers need to analyze Hispanic consumers' use of information sources in their shopping behaviors in order to determine effective marketing and media planning. However, little is known about how Hispanic consumers' use of information influences their shopping behaviors. This study offers insights for apparel retailers in building effective promotional strategies for reaching Hispanic consumers.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 5 January 2022

Juhi Gahlot Sarkar and Abhigyan Sarkar

This research aims to investigate if consuming fashion apparel brands for the purpose of social appearance expressiveness may garner calculative brand commitment, through the…

Abstract

Purpose

This research aims to investigate if consuming fashion apparel brands for the purpose of social appearance expressiveness may garner calculative brand commitment, through the mediation of narcissistic brand love. It also tests moderation of gender for the aforementioned mediated relationship.

Design/methodology/approach

The research has a core qualitative component (Study 1), which focuses on an interpretivist approach using a grounded theory paradigm to analyze data (N = 37) collected from semi-structured depth interviews. It is followed by a positivist survey based enquiry (study 2), and the data (N = 245) were analyzed using Haye’s (2017) process macro.

Findings

Analysis reveals that Indian consumers fall in narcissistic love with those apparel brands that aid their quest for maintaining desirable social appearances and develop a calculative commitment toward the brands, which aid this quest. The effect of social appearance expressiveness of apparel brand on consumers’ narcissistic brand love is moderated by gender, such that female consumers (as compared to males) are more invested in consuming fashion apparel brands as a means to enhance their social appearances.

Originality/value

The value of this study lies in extending self-presentation theory to understand the role of consumer narcissism in shaping Indian consumers’ fashion apparel consumption. The authors investigate the narcissistic consumption orientation that evolves as a result of consumers’ desire for social self-expression, irrespective of possessing narcissism as an enduring personality trait. Thus, the findings are relevant for possibly all consumers who, given certain conditions, may temporarily develop narcissistic brand love.

Details

Journal of Consumer Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 10 August 2020

Amy Shane-Nichols, Diane McCrohan and Te-Lin Chung

The purpose of this qualitative research study was to explore male and female sports fandom through examining the prototype of a loyal National Football League (NFL) fan.

Abstract

Purpose

The purpose of this qualitative research study was to explore male and female sports fandom through examining the prototype of a loyal National Football League (NFL) fan.

Design/methodology/approach

Eighteen in-depth interviews were conducted with male and female participants who self-identified as NFL fans from the Midwest and Northeast regions of the US. Data were analyzed using open coding.

Findings

Both female and male participants identified three common criteria for being a prototypical NFL fan: loyalty, knowledge and wearing of team apparel. The findings also demonstrated gender differences in both how a fan identifies a prototypical fan and how that dictates fan identity, attitudes and behavior. Additionally, prototypical fandom might need to be defined differently for males and females.

Originality/value

This study contributes to the literature by exploring the perspectives of both genders of NFL fans and by providing a more balanced perspective of how males and females define prototypical fans and how each gender perceives the fan behavior of the opposite sex.

Details

Sport, Business and Management: An International Journal, vol. 11 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 1 March 1999

Lena Horne, Lorna Campbell and Carolyn Scholz

This paper uses the criteria for defining market segments by George Day to analyse older females as a market segment for well‐fitting clothing. This market can be identified by…

Abstract

This paper uses the criteria for defining market segments by George Day to analyse older females as a market segment for well‐fitting clothing. This market can be identified by the physical characteristics of older females and their chronic dissatisfaction with ready‐to‐wear. The growing proportions of older consumers and their life expectancy render this market substantial and durable. Retail trade statistics and family expenditure surveys can be used to measure the market segment. Research pertaining to older females' behaviour towards clothing is limited; therefore, the distinctiveness of older females as a market segment for clothing is far from conclusive. Research implications include clothing expenditures and the behavioural dimension of older consumers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 3 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 March 1999

Kai‐Sen Liu and Kitty G. Dickerson

This study examines the selection criteria, country preference and people which influence Taiwanese male office workers' business apparel purchases in Taiwan. A partial model by…

Abstract

This study examines the selection criteria, country preference and people which influence Taiwanese male office workers' business apparel purchases in Taiwan. A partial model by Engel, Blackwell and Miniard (EBM) was used as the framework to indicate that the culture factor directly affects consumers' decision‐making process of purchase behaviour. A total of 232 questionnaires from male consumers in Taipei, Taiwan, were used for data analyses. Selection criteria, country preference and influential people were analysed by demographic variables including age, marital status, education, occupation, and yearly expenditure for business apparel purchase. Overall, the respondents ranked the selection criteria in order of descending importance as: fit, colour, price, style, quality, brand name, ease of care, fibre content and country. The order of country preference was rated first to last as: Taiwanese, Italian, US, French, British, Japanese, Hong Kong, German and Canadian. Individuals who influenced purchases were ranked as: my own opinion, wife or girlfriend, female friend, family member or other relative, male friend and salesperson. This research suggests that if foreign companies want to market to Taiwanese male consumers, they must develop appropriate strategies that help to change the domestic bias of the older males, or choose to appeal to younger males in hopes of developing long‐term brand loyalty. Additionally, the price strategies should be adjusted to be more competitive in Taiwan's marketplace. Meanwhile, fit and colour of apparel products may also need to be altered or modified in order to reach Taiwanese male consumers' demands.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 3 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 13 May 2021

Enrico Fontana, Mark Heuer and Lisa Koep

The purpose of this paper is to shed new light on the way the cross-sector collaboration (CSC) process can foster gender-focused sustainability initiatives to improve female…

Abstract

Purpose

The purpose of this paper is to shed new light on the way the cross-sector collaboration (CSC) process can foster gender-focused sustainability initiatives to improve female workers’ conditions in developing countries. The study does so by introducing and examining the influence of nonprofit boundary work during the CSC process.

Design/methodology/approach

The paper is based on thirty-four interviews and qualitative fieldwork. It draws on a case analysis of a regional CSC between multiple organizations operating locally in the apparel industry of Bangladesh, a developing country.

Findings

Scaffolding work in the CSC formation stage – performed by development agency implementers who construe boundaries – and sensitization work in the CSC implementation stage – performed by a non-governmental organization (NGO) implementers who blur and expand boundaries – emerge as two conceptual categories of nonprofit boundary work. This allows NGO implementers to identify and enable the agency of sustainability envoys or socially privileged individuals who capitalize on their social credentials to support female workers in the factory and in the community.

Originality/value

The study offers novel insights into the CSC process. It contributes to the CSC literature and the literature on boundary work, with a focus on gender-focused sustainability initiatives for female workers in developing countries.

Details

Sustainability Accounting, Management and Policy Journal, vol. 12 no. 6
Type: Research Article
ISSN: 2040-8021

Keywords

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