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1 – 3 of 3Julie Travers and Veronica G. Payne
According to the investigative research of the forecasters at the British Weather Services, the climate in England has changed over the last decade. Hot, dry summers and wearm…
Abstract
According to the investigative research of the forecasters at the British Weather Services, the climate in England has changed over the last decade. Hot, dry summers and wearm, wet winters have smudged the distinction between seasons. As a result of the unpredictable climatic extremes of recent years, combined with such other factors as the recession, Sunday trading and lifestyle changes, a re‐evaluation of consumer buying patterns is required. Owing to the factors outlined above, there is a need for a new approach towards women's wear in England on the part of retailers and manufacturers. Their vision is required to realise the need for versatility in adopting core colours and transseasonal fabrics into collections, allowing for a continuum offering and thus, a breaking down of divisions between the four seasons. This report offers an insight into the fluctuating climate in England throughout recent years, outlining the weather sensitivity of the clothing industry. It analyses the influence of the unseasonal developments on consumer buying behaviour through the use of a regional questionnaire. It is appreciated, however, that the relationship does not exist in isolation and therefore other factors in the equation are acknowledged. The extent to which retailers are adapting their buying strategies in response to changing market demands is investigated, while methods of incorporating retail demand for transitional collections into manufacturing strategies are examined. In conclusion, research findings are reviewed and recommendations are provided for those in the clothing industry concerned with satisfying the changing demands of the women's wear market on the high streets of England.
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Maegan Zarley Watson and Ruoh‐Nan Yan
The purpose of the study is to explore the differences between fast fashion and slow fashion consumers in regards to their consumer decision process stages (i.e…
Abstract
Purpose
The purpose of the study is to explore the differences between fast fashion and slow fashion consumers in regards to their consumer decision process stages (i.e. purchase/consumption, post‐consumption evaluation, and divestment).
Design/methodology/approach
Qualitative data were collected via focus groups and personal interviews. Participants were recruited through flyers that were posted at various locations, including a college campus, select retail stores, and www.craigslist.com The sample consisted of 38 participants, 22 fast fashion and 16 slow fashion. All participants were female, 18 years of age or older, with a mean age of 21.2 years.
Findings
Three groups of themes emerged. The purchase/consumption themes were buyers’ remorse avoidance, utilitarianism, hedonism, and style/self‐image congruence. The post‐consumption evaluation themes included instant satisfaction vs continued satisfaction and consumer expectation confirmation. Finally, the divestment themes consisted of divestment frequencies, divestment reasons, and divestment approaches.
Research limitations/implications
This study explored the purchase and post‐purchase stages of the Consumer Decision Process (CDP) model. This particular focus on the CDP model, in the context of fast (vs slow) fashion, has not been researched in the past. Additionally, this research adds to the body of knowledge by utilizing the CDP model to understand the differences between fast fashion and slow fashion consumers.
Practical implications
Fast fashion and slow fashion retailers may use this research to better understand their target markets by understanding why they choose to purchase/consume, what influences their post‐consumption evaluation, and how and why they choose to divest their clothing.
Originality/value
Past research has demonstrated the importance of understanding the supply chain and business model aspect of fast fashion. However, no empirical studies have been found that examine the decision‐making process of consumers of fast (vs slow) fashion.
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In seeking to expand our understanding of brands and their impact on consumer behaviour, assesses the relationship between brand associations, which contribute to consumption…
Abstract
In seeking to expand our understanding of brands and their impact on consumer behaviour, assesses the relationship between brand associations, which contribute to consumption behaviour. A self‐administered questionnaire was developed and administered to a non‐probabilistic convenience sample of 315 young consumers. The findings of this research indicate that the status‐conscious market is more likely to be affected by the symbolic characteristics of a brand; feelings aroused by the brand; and by the degree of congruency between the brand‐user’s self‐image and the brand’s image itself. Results also indicate that the higher the symbolic characteristics, the stronger the positive feelings, and the greater the congruency between the consumer and brand image, the greater the likelihood of the brand being perceived as possessing high status elements. The suspicion that status‐laden brands would be chosen for status consumption and conspicuous consumption was also confirmed. These findings broaden our understanding of status‐conscious consumers and their behaviour towards brands.
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