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Article
Publication date: 1 August 2015

Alexandra C. Y. Leung, Rachel W. Y. Yee and Eric S. C. Lo

Fashion consciousness is an important consumers' attribute affecting their purchase of luxury products. The existing research mainly focuses on certain factors of fashion…

Abstract

Fashion consciousness is an important consumers' attribute affecting their purchase of luxury products. The existing research mainly focuses on certain factors of fashion consciousness in fashion markets. This research investigates the psychological and social factors of fashion consciousness in the luxury fashion market. Specifically, we analyse how these factors affect fashion consciousness and purchase behaviour among consumers in three age groups of 18-23, 24-29 and 30-35. We find that self-monitoring and self-concept affect fashion consciousness among consumers of the age group of 18-23. We also show that media exposure has a positive effect on fashion consciousness in the age groups of 24-29 and 30-35. Accordingly, we suggest that retailers come up with proper advertising messages to influence the self-monitoring and self-concept of young consumers around the twenties. We also recommend selecting appropriate channels to enhance the exposure of luxury fashion information to consumers in their mid-twenties to mid-thirties.

Details

Research Journal of Textile and Apparel, vol. 19 no. 3
Type: Research Article
ISSN: 1560-6074

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Article
Publication date: 31 January 2018

Rachel W.Y. Yee, Peter K.C. Lee, Andy C.L. Yeung and T.C.E. Cheng

Employee learning is imperative in the dynamic service environment; yet, much is still unknown about its strategic importance. The purpose of this paper is to extend the…

Abstract

Purpose

Employee learning is imperative in the dynamic service environment; yet, much is still unknown about its strategic importance. The purpose of this paper is to extend the understanding of learning by focusing on the strategic importance of learning goal orientation (LGO) in customer-contact employees in service industries characterized with high customer contact.

Design/methodology/approach

This paper adopts the multi-method approach by conducting two studies in the high-contact service sector. Study 1 is a large-scale, multiple-respondent survey that investigates the associations between LGO and its antecedents and performance outcomes. To supplement study 1, study 2 embraces case studies that identify the managerial supportive practices and outcomes of customer-contact employees’ learning behaviors.

Findings

The results of study 1 demonstrate that employees’ affective organizational commitment does not yield higher-quality services unless the service employees are learning oriented. The findings of study 1 also indicate that management commitment to service quality has positive effects on both LGO and affective organizational commitment. In study 2, the results reveal the practical methods that managers can employ to effectively promote such activities.

Originality/value

This research offers novel insights into research on learning by showing the strategic importance of LGO to enhancing high-contact service firms’ performance and the practical means of fostering LGO in customer-contact employees.

Details

Management Decision, vol. 56 no. 4
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 November 2014

Yuki W.K. Lam and Rachel W.Y. Yee

Over the years, it has been without doubt that appearance consciousness is the privilege of women. In the past two decades, gender has become equivocal due to the…

Abstract

Over the years, it has been without doubt that appearance consciousness is the privilege of women. In the past two decades, gender has become equivocal due to the diffusion of sexual boundaries. This has induced changes in male consciousness on fashion. However, there has been limited research that investigates the antecedents and consequences of fashion consciousness. This research aims to explore the potential factors that influence fashion consciousness and their impacts on the buying intention and behavior of men. We have conducted an empirical study on Generation Y male fashion consumers in Hong Kong. Our findings show that advancement of information technology, self-identity ambiguity, changing work practices of men, and media influence are four key factors that affect male fashion consciousness. Our results also reveal that fashion consciousness has a positive impact on the buying intention and behaviors of men. We recommend that fashion retailers allocate organizational resources on advertising and promotions to attract the interest of men towards their products

Details

Research Journal of Textile and Apparel, vol. 18 no. 4
Type: Research Article
ISSN: 1560-6074

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Article
Publication date: 22 July 2020

Keng Hong Ng and Rachel W.Y. Yee

This paper aims to build on affordance theory from a discovery perspective, to illustrate how motivations and goals behind enterprise social media adoption by companies in…

Abstract

Purpose

This paper aims to build on affordance theory from a discovery perspective, to illustrate how motivations and goals behind enterprise social media adoption by companies in the fashion and apparel industries are discovered and realized in performance. Enterprise social media and its exogenous technological affordances are introduced as action opportunities in an organization during implementation, to be discovered and acted upon by users to effect various performance outcomes.

Design/methodology/approach

A case study approach was adopted. Data was collected on five fashion companies that have implemented enterprise social media for their internal communication.

Findings

The findings show that fashion companies adopt enterprise social media offered by external vendors to actively seek more effective internal communication and collaboration among their employees. However, fashion companies embark on different pathways of discovering and actualizing the affordances from the newly implemented enterprise social media. As a result, these firms achieved various kinds of performance benefits, which range from improved customer loyalty to enhanced innovation performance.

Originality/value

This study is the first to introduce a discovery perspective to affordance theory and systematically document the success of enterprise social media appropriation by companies in the fashion and apparel industries.

Details

Industrial Management & Data Systems, vol. 120 no. 10
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 1 February 2015

S.L. Hui and Rachel W.Y. Yee

Due to the recent emergence of numerous retail options, the fashion market has become more competitive. Consumers are offered more products choices for their purchase…

Abstract

Due to the recent emergence of numerous retail options, the fashion market has become more competitive. Consumers are offered more products choices for their purchase. This has created significant challenges to fashion retailers in attracting new and retaining existing customers. This research proposes that an interpersonal relationship between employees and customers is an effective means for companies to influence the purchase decisions and experiences of customers. We have conducted an empirical study to investigate the impact of interpersonal relationships on customer satisfaction and brand loyalty in the casual wear market. Our findings show that trust in an interpersonal relationship between customer-contact employees and customers has a positive effect on customer satisfaction, which in turn, leads to brand loyalty. We suggest that fashion retailers provide training programs to equip frontline employees with professional skills that deal with issues involved in interpersonal relationships. This is an effective means that help customer-contact employees master the necessary skills to satisfy customer needs and retain customers.

Details

Research Journal of Textile and Apparel, vol. 19 no. 1
Type: Research Article
ISSN: 1560-6074

Keywords

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Abstract

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 16 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 4 May 2012

Bin Shen, Yulan Wang, Chris K.Y. Lo and Momoko Shum

The purpose of this paper is to examine the relationship between ethical fashion and consumer purchase behavior (their willingness to pay a premium for ethical fashion)…

Abstract

Purpose

The purpose of this paper is to examine the relationship between ethical fashion and consumer purchase behavior (their willingness to pay a premium for ethical fashion), with the focus on consumers’ concerns and beliefs about, and knowledge of, ethical fashion.

Design/methodology/approach

A self‐completion questionnaire was administered to 109 respondents. Factor analysis and other statistical analyses were applied to test hypotheses.

Findings

The findings suggest that consumer beliefs about ethical fashion, which are based on their perceptions of a company in terms of its reputation in the fashion industry, influence their support for what they perceive as socially and environmentally responsible businesses.

Research limitations/implications

The sample size, which is relatively small, is a limitation for this research. The data were collected in Hong Kong, limiting findings to that geographic region.

Practical implications

An important implication is that consumer education is essential to mitigate the prevailing throwaway culture and raise consumer awareness of ethical issues facing the fashion industry. Thus, retailers should take initiatives to educate consumers so as to ensure the success of their newly‐launched ethical fashion products.

Originality/value

The paper proposes an approach to clearly understand the impacts of ethical fashion on consumer purchase behavior.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 16 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 4 May 2012

Ting‐yan Chan and Christina W.Y. Wong

The purpose of this paper is to examine the relationships between product‐ and store‐related attributes of eco‐fashion and fashion consumers’ eco‐fashion consumption…

Abstract

Purpose

The purpose of this paper is to examine the relationships between product‐ and store‐related attributes of eco‐fashion and fashion consumers’ eco‐fashion consumption decisions; and if such relationships are subject to the price premium level of eco‐fashion.

Design/methodology/approach

A survey was conducted with consumers in Hong Kong: in total, 216 consumers participated in the survey. A confirmatory factor analysis was conducted to check the validity and reliability of the scales. Hypotheses were tested using multiple regression analysis.

Findings

The findings showed that only store‐related attributes of eco‐fashion positively influence consumers’ eco‐fashion consumption decision, yet, such relationship can be weakened by the price premium level of eco‐fashion.

Research limitations/implications

Fashion consumers’ response to product‐ and store‐related attributes of eco‐fashion is still important in predicting fashion consumers’ eco‐fashion consumption decision. Fashion consumer environmental attitudes can predict fashion consumers’ eco‐fashion consumption decision better than fashion consumers’ attitude towards eco‐fashion.

Practical implications

It is not enough for fashion companies to manufacture fashion clothing in an ethical production system and develop and design fashion clothing with sustainable and recyclable materials. They must also improve store‐related attributes of eco‐fashion to better satisfy fashion consumer needs, and should be cautious in the direct and moderating effect of price premium level of eco‐fashion when determining the price premium level of eco‐fashion.

Originality/value

The paper contributes to research by advancing understanding on how consumers make ethical consumption decisions in purchasing fashion, and provides retailers with managerial insights into devising marketing plans to promote eco‐fashion consumption, which facilitate fashion companies’ development of a sustainable fashion supply chain. Limitations and directions for future research are also presented in the paper.

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Article
Publication date: 4 May 2012

Di Fan and Chris K.Y. Lo

The purpose of this paper is to investigate the impacts of voluntary Occupational Health and Safety Management System (OHSMS) certification (i.e. OHSAS 18001) on fashion…

Abstract

Purpose

The purpose of this paper is to investigate the impacts of voluntary Occupational Health and Safety Management System (OHSMS) certification (i.e. OHSAS 18001) on fashion and textiles‐related companies’ financial performance.

Design/methodology/approach

From all US‐listed fashion and textiles‐related companies, 44 companies that obtained OHSAS 18001 certification were used as samples. A long‐horizon event study was conducted to estimate the sample companies’ abnormal changes of sales and return‐on‐assets (ROA) over non‐OHSAS 18001 adopters in the same industry.

Findings

The authors found that OHSAS 18001 adoption has a positive impact on fashion and textiles‐related company’s sales performance. Nevertheless, the OHSAS 18001 adoption has a negative impact on the company's ROA performance.

Originality/value

Because of the increasing fashion customers’ attention on the occupational health and safety (OHS) issues on personal goods, such as fashion, apparel and beauty products, major fashion brands and retailers often require their suppliers to implement a voluntary OHSMS, in order to avoid any OHS scandal, such as sweatshops and child labour. However, the impacts of OHSMS on fashion and textiles‐related manufacturers have never been examined empirically. The paper provides the first empirical evidence of impacts of OHSAS 18001 on fashion and textiles‐related companies’ financial performances.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 16 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 4 May 2012

Angelina R.W. Jones and Gloria Williams

The fair trade system was established as an alternative to the free trade system. In the case of fair trade apparel, certification standards are nascent and there is no…

Abstract

Purpose

The fair trade system was established as an alternative to the free trade system. In the case of fair trade apparel, certification standards are nascent and there is no consistent logo or labelling to aid consumers in their quest to purchase fairly‐made garments. The purpose of this paper is to examine the practices and marketing strategies of three fair trade apparel businesses based in a metropolitan city in the USA, where there are no clear standards to follow. The interviews taken for these case studies were conducted before the launching of a certification program for fair trade apparel by TransFair USA.

Design/methodology/approach

This research comprised three case study fair trade apparel companies – two wholesale and one retail. The case studies are based on in‐depth interviews, the examination of documents provided by business owners, and publicly available information on each of the companies.

Findings

These three case studies revealed differences in fair trade practices. The wholesalers communicated that they perceived a hierarchy of importance in fair trade practices, placing an emphasis on labour standards and workers’ rights and considering environmental standards to be secondary. The lack of a standardized logo for labels on fair trade apparel has meant that the businesses have had to find creative ways to communicate their fair trade practices to consumers. None of the participants felt that this lack of standardization negatively impacted their businesses.

Practical implications

There is need for a standardized label to make fair trade apparel easily identifiable for consumers and for the further development of standards for fair trade apparel and the marketing of fair trade apparel.

Originality/value

Standards for fair trade apparel are currently being developed and the paper provides valuable information about the process by which fair trade standards are formed and marketed in practice.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 16 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

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