Journal of Fashion Marketing and ManagementTable of Contents for Journal of Fashion Marketing and Management. List of articles from the current issue, including Just Accepted (EarlyCite)https://www.emerald.com/insight/publication/issn/1361-2026/vol/28/iss/2?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestJournal of Fashion Marketing and ManagementEmerald Publishing LimitedJournal of Fashion Marketing and ManagementJournal of Fashion Marketing and Managementhttps://www.emerald.com/insight/proxy/containerImg?link=/resource/publication/journal/071155b5682d290d5733a03e0ac099ee/urn:emeraldgroup.com:asset:id:binary:jfmm.cover.jpghttps://www.emerald.com/insight/publication/issn/1361-2026/vol/28/iss/2?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestImpact of fashion influencers on consumers' purchase intentions: theory of planned behaviour and mediation of attitudehttps://www.emerald.com/insight/content/doi/10.1108/JFMM-11-2022-0253/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to examine the impact of fashion influencer measures on consumers' purchase intentions and the mediation of attitudes to understand the phenomenon of influencer marketing in the backdrop of the fashion industry. The present study employs a conceptual model based on extended theory of planned behaviour (TPB) with added perceived trust. Data were collected from 341 participants from different regions of the country and analysed using direct path analysis and mediation technique. The study found that attitudes toward fashion influencers are positively influenced by perceived trust, subjective norms and perceived behavioural control. However, perceived behavioural control is not directly related to purchasing intents in the research model. The results confirmed that attitudes have a positive association with purchase intentions both directly and indirectly (partially mediation). The study advocates market practitioners and advertisers to acknowledge the increasing importance of influencer marketing and the promotion of their fashion offerings in the setting of emerging fashion industry. The present study adds crucial value to enhance the understanding of fashion influencer marketing in the Indian context. This research offers several insights into the continually growing knowledge domain of influencer marketing by predicting the direct relationships with purchase intents and the mediation of attitudes.Impact of fashion influencers on consumers' purchase intentions: theory of planned behaviour and mediation of attitude
Archana Tiwari, Audhesh Kumar, Rishi Kant, Deepak Jaiswal
Journal of Fashion Marketing and Management, Vol. 28, No. 2, pp.209-225

The purpose of this study is to examine the impact of fashion influencer measures on consumers' purchase intentions and the mediation of attitudes to understand the phenomenon of influencer marketing in the backdrop of the fashion industry.

The present study employs a conceptual model based on extended theory of planned behaviour (TPB) with added perceived trust. Data were collected from 341 participants from different regions of the country and analysed using direct path analysis and mediation technique.

The study found that attitudes toward fashion influencers are positively influenced by perceived trust, subjective norms and perceived behavioural control. However, perceived behavioural control is not directly related to purchasing intents in the research model. The results confirmed that attitudes have a positive association with purchase intentions both directly and indirectly (partially mediation).

The study advocates market practitioners and advertisers to acknowledge the increasing importance of influencer marketing and the promotion of their fashion offerings in the setting of emerging fashion industry.

The present study adds crucial value to enhance the understanding of fashion influencer marketing in the Indian context. This research offers several insights into the continually growing knowledge domain of influencer marketing by predicting the direct relationships with purchase intents and the mediation of attitudes.

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Impact of fashion influencers on consumers' purchase intentions: theory of planned behaviour and mediation of attitude10.1108/JFMM-11-2022-0253Journal of Fashion Marketing and Management2023-06-27© 2023 Emerald Publishing LimitedArchana TiwariAudhesh KumarRishi KantDeepak JaiswalJournal of Fashion Marketing and Management2822023-06-2710.1108/JFMM-11-2022-0253https://www.emerald.com/insight/content/doi/10.1108/JFMM-11-2022-0253/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Navigating identity formation via clothing during emerging adulthoodhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-01-2023-0019/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of the study is to examine the experiences of emerging adults transitioning from college to career and the implications of this transition on clothing choice and identity formation. This study utilized a phenomenological approach to address how appearances are used by emerging adults during the transition from college to the workplace and how those appearances help form identity. The study found that participants have a desire for high-status consumption, primarily fueled by social comparison and the desire to keep up with colleagues, a desire to express identity through clothing, even if they are working from home, and the tendency to convey maturity during this transitory time by dressing the part. The main limitation of this study is the homogenous nature of participants. Most are white females in their 20s who work in the fashion industry. It would be fruitful to consider a more representative population of emerging adults to examine the role of clothing choice on identity formation during this critical time. This study highlights the need for change in the retail sector, regarding which garments create a professional wardrobe. Since the pandemic, many companies have shifted to a casual dress code, thus rendering the historically professional wardrobe of business attire obsolete. Examining what it means to be an emerging adult joining the workforce in today's post-pandemic world is a complex and ongoing process. This study provides insight into how this experience is navigated via clothing and how identities are shaped during this transition in a person's life.Navigating identity formation via clothing during emerging adulthood
Victoria Brown
Journal of Fashion Marketing and Management, Vol. 28, No. 2, pp.226-239

The purpose of the study is to examine the experiences of emerging adults transitioning from college to career and the implications of this transition on clothing choice and identity formation.

This study utilized a phenomenological approach to address how appearances are used by emerging adults during the transition from college to the workplace and how those appearances help form identity.

The study found that participants have a desire for high-status consumption, primarily fueled by social comparison and the desire to keep up with colleagues, a desire to express identity through clothing, even if they are working from home, and the tendency to convey maturity during this transitory time by dressing the part.

The main limitation of this study is the homogenous nature of participants. Most are white females in their 20s who work in the fashion industry. It would be fruitful to consider a more representative population of emerging adults to examine the role of clothing choice on identity formation during this critical time.

This study highlights the need for change in the retail sector, regarding which garments create a professional wardrobe. Since the pandemic, many companies have shifted to a casual dress code, thus rendering the historically professional wardrobe of business attire obsolete.

Examining what it means to be an emerging adult joining the workforce in today's post-pandemic world is a complex and ongoing process. This study provides insight into how this experience is navigated via clothing and how identities are shaped during this transition in a person's life.

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Navigating identity formation via clothing during emerging adulthood10.1108/JFMM-01-2023-0019Journal of Fashion Marketing and Management2023-07-03© 2023 Emerald Publishing LimitedVictoria BrownJournal of Fashion Marketing and Management2822023-07-0310.1108/JFMM-01-2023-0019https://www.emerald.com/insight/content/doi/10.1108/JFMM-01-2023-0019/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Perceived risk and second-hand clothing consumption: a moderated-moderation modelhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-01-2023-0001/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate the three-way interaction effect of sanitary risk, aesthetic risk and psychological risk on consumers' purchase intention for second-hand clothing (SHC) based on perceived risk theory. A survey method is used to collect data from consumers, and the final valid sample comprises 290 respondents. Partial least squares structural equation modelling (PLS-SEM) and PROCESS macro are used to analyse the data. The results reveal that aesthetic risk moderates the negative influence of sanitary risk on purchase intention, such that the negative influence is stronger when aesthetic risk is high. In addition, the three-way interaction effect of sanitary risk, aesthetic risk and psychological risk on consumers' purchase intention for SHC is found to be significant. That is, the negative influence of sanitary risk on purchase intention is strongest when both aesthetic risk and psychological risk are high. Previous studies have only examined the direct effect of perceived risk on consumers' purchase intention for SHC. This study contributes to perceived risk theory by examining the joint moderating effect of aesthetic risk and psychological risk on the relationship between sanitary risk and purchase intention in the context of SHC.Perceived risk and second-hand clothing consumption: a moderated-moderation model
Kian Yeik Koay, Man Lai Cheung, Hui Shan Lom, Wilson Ka Shing Leung
Journal of Fashion Marketing and Management, Vol. 28, No. 2, pp.240-253

This study aims to investigate the three-way interaction effect of sanitary risk, aesthetic risk and psychological risk on consumers' purchase intention for second-hand clothing (SHC) based on perceived risk theory.

A survey method is used to collect data from consumers, and the final valid sample comprises 290 respondents. Partial least squares structural equation modelling (PLS-SEM) and PROCESS macro are used to analyse the data.

The results reveal that aesthetic risk moderates the negative influence of sanitary risk on purchase intention, such that the negative influence is stronger when aesthetic risk is high. In addition, the three-way interaction effect of sanitary risk, aesthetic risk and psychological risk on consumers' purchase intention for SHC is found to be significant. That is, the negative influence of sanitary risk on purchase intention is strongest when both aesthetic risk and psychological risk are high.

Previous studies have only examined the direct effect of perceived risk on consumers' purchase intention for SHC. This study contributes to perceived risk theory by examining the joint moderating effect of aesthetic risk and psychological risk on the relationship between sanitary risk and purchase intention in the context of SHC.

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Perceived risk and second-hand clothing consumption: a moderated-moderation model10.1108/JFMM-01-2023-0001Journal of Fashion Marketing and Management2023-07-04© 2023 Emerald Publishing LimitedKian Yeik KoayMan Lai CheungHui Shan LomWilson Ka Shing LeungJournal of Fashion Marketing and Management2822023-07-0410.1108/JFMM-01-2023-0001https://www.emerald.com/insight/content/doi/10.1108/JFMM-01-2023-0001/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Factors affecting social media usage by market mavens for fashion-related information provisionhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-05-2022-0108/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study was to understand factors affecting market mavens' use of social media for fashion-related information provision. The study examined market mavens' motivations to share fashion-related information. Specifically, this study investigates the impact of their motivations (i.e. pleasure from helping, a sense of obligation) and technology acceptance model variables (i.e. beliefs about and attitude toward using social media) on intention to use social media for sharing fashion-related information. An online survey yielded 862 responses from US female respondents. A subset (N = 307) representing those high in market mavenism was used for the study. Structural equation modeling was employed for the analysis. The results confirmed that market mavens were driven by pleasure from helping and a sense of obligation to share fashion-related information. These motivations and attitude toward using social media to disseminate fashion-related information positively influenced market mavens' intention to use it to disseminate fashion-related information. Furthermore, belief variables (i.e. perceived usefulness, ease of use and enjoyment associated with social media) indirectly impacted this intention. The study adds to the scant research examining market mavens' motivations for sharing fashion-related information with others and their intention to use social media. It provides valuable insights for fashion retailers looking to enhance the impact of social media marketing through the deployment of market mavens – very knowledgeable, motivated and trusted consumers.Factors affecting social media usage by market mavens for fashion-related information provision
Angie Lee, Ann Marie Fiore
Journal of Fashion Marketing and Management, Vol. 28, No. 2, pp.254-272

The purpose of this study was to understand factors affecting market mavens' use of social media for fashion-related information provision. The study examined market mavens' motivations to share fashion-related information. Specifically, this study investigates the impact of their motivations (i.e. pleasure from helping, a sense of obligation) and technology acceptance model variables (i.e. beliefs about and attitude toward using social media) on intention to use social media for sharing fashion-related information.

An online survey yielded 862 responses from US female respondents. A subset (N = 307) representing those high in market mavenism was used for the study. Structural equation modeling was employed for the analysis.

The results confirmed that market mavens were driven by pleasure from helping and a sense of obligation to share fashion-related information. These motivations and attitude toward using social media to disseminate fashion-related information positively influenced market mavens' intention to use it to disseminate fashion-related information. Furthermore, belief variables (i.e. perceived usefulness, ease of use and enjoyment associated with social media) indirectly impacted this intention.

The study adds to the scant research examining market mavens' motivations for sharing fashion-related information with others and their intention to use social media. It provides valuable insights for fashion retailers looking to enhance the impact of social media marketing through the deployment of market mavens – very knowledgeable, motivated and trusted consumers.

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Factors affecting social media usage by market mavens for fashion-related information provision10.1108/JFMM-05-2022-0108Journal of Fashion Marketing and Management2023-08-29© 2023 Emerald Publishing LimitedAngie LeeAnn Marie FioreJournal of Fashion Marketing and Management2822023-08-2910.1108/JFMM-05-2022-0108https://www.emerald.com/insight/content/doi/10.1108/JFMM-05-2022-0108/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
How to discover consumer attention to design topics of fast fashion: a topic modeling approachhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2022-0208/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestIt is widely known that fast-fashion retailers are struggling to keep up with consumer attention for quick responses within the fashion industry. With the advance of Internet and e-commerce, consumers prefer to purchase online. Online platform information has become an essential source for exploring consumer attention. However, there is often a mismatch between the information provided by retailers and the feedback received from consumers, leading to an imbalance between the supply side and demand side of online information. The purpose of this study is therefore to provide a unified approach to discover consumer attention from the design topic aspect by revealing the information imbalance between supply side and demand side. To address the issue of online information imbalance and discover consumer attention, this study proposed an approach that focuses on the design topic perspective. The design topic is a collection of design elements that represent a clothing-design feature more comprehensively and accurately compared to a single design element. The proposed approach begins with generating design topics through topic modeling based on online information provided by retailers on e-commerce platforms. Two indicators, influence degree and attention degree, are then used to quantify the intensity of supply information and consumer attention related to design topics. Finally, design topic strategy diagrams are constructed to reveal information imbalance and discover consumer attention. The experimental case demonstrates the existence of information imbalance, indicating that the intensity of supply information and consumer attention from the perspective of design topics is not uniform, although both follow the Pareto principle. The results of consumer attention distribution with heavy power-law tails are consistent with current research findings. This further demonstrates that the proposed approach is capable of discovering consumer attention in the design topic strategy diagrams. The issue of information imbalance between retailers and consumers poses a challenge in keeping up with customer attention. The proposed approach offers a practical solution by visually identifying the symptoms of information imbalance and discovering consumer attention through design topic strategy diagrams. This approach provides fast-fashion retailers with a valuable reference to seize market opportunities, improve product design and adjust marketing or management strategies. This study proposes a novel approach to disclose the issue of information imbalance between supply side and demand side and therefore to discover consumer attention from the perspective of design topics. In addition, guidelines for applying the proposed approach for fast-fashion marketing and management are presented.How to discover consumer attention to design topics of fast fashion: a topic modeling approach
Xuwei Pan, Jihu Li, Jianhong Luo, Wenbang Zhan
Journal of Fashion Marketing and Management, Vol. 28, No. 2, pp.273-297

It is widely known that fast-fashion retailers are struggling to keep up with consumer attention for quick responses within the fashion industry. With the advance of Internet and e-commerce, consumers prefer to purchase online. Online platform information has become an essential source for exploring consumer attention. However, there is often a mismatch between the information provided by retailers and the feedback received from consumers, leading to an imbalance between the supply side and demand side of online information. The purpose of this study is therefore to provide a unified approach to discover consumer attention from the design topic aspect by revealing the information imbalance between supply side and demand side.

To address the issue of online information imbalance and discover consumer attention, this study proposed an approach that focuses on the design topic perspective. The design topic is a collection of design elements that represent a clothing-design feature more comprehensively and accurately compared to a single design element. The proposed approach begins with generating design topics through topic modeling based on online information provided by retailers on e-commerce platforms. Two indicators, influence degree and attention degree, are then used to quantify the intensity of supply information and consumer attention related to design topics. Finally, design topic strategy diagrams are constructed to reveal information imbalance and discover consumer attention.

The experimental case demonstrates the existence of information imbalance, indicating that the intensity of supply information and consumer attention from the perspective of design topics is not uniform, although both follow the Pareto principle. The results of consumer attention distribution with heavy power-law tails are consistent with current research findings. This further demonstrates that the proposed approach is capable of discovering consumer attention in the design topic strategy diagrams.

The issue of information imbalance between retailers and consumers poses a challenge in keeping up with customer attention. The proposed approach offers a practical solution by visually identifying the symptoms of information imbalance and discovering consumer attention through design topic strategy diagrams. This approach provides fast-fashion retailers with a valuable reference to seize market opportunities, improve product design and adjust marketing or management strategies.

This study proposes a novel approach to disclose the issue of information imbalance between supply side and demand side and therefore to discover consumer attention from the perspective of design topics. In addition, guidelines for applying the proposed approach for fast-fashion marketing and management are presented.

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How to discover consumer attention to design topics of fast fashion: a topic modeling approach10.1108/JFMM-10-2022-0208Journal of Fashion Marketing and Management2023-09-05© 2023 Emerald Publishing LimitedXuwei PanJihu LiJianhong LuoWenbang ZhanJournal of Fashion Marketing and Management2822023-09-0510.1108/JFMM-10-2022-0208https://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2022-0208/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Understanding the role of Instagram in young adult consumers' purchase and post-purchase evaluation behaviorshttps://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2022-0146/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors. A survey instrument was developed to explore critical variables, including consumers' purchase and post-purchase evaluation behaviors on Instagram, consumers' trust of Instagram, and demographic factors, adapting previous works from Ko (2018), Djafarova and Rushworth (2017), and Herrando et al. (2019). Survey responses were collected via the Qualtrics participant panel service (N = 226), then coded and analyzed using JMP Pro (Version 14.2). Results indicated that statistically significant mean differences were present among several key variables, including between Millennial and Generation Z post-purchase behaviors on Instagram, willingness to share feedback about a brand experience on Instagram, and trust of content on Instagram. Additionally, it was determined that purchase and post-purchase behaviors on Instagram are significantly different depending on whether or not a consumer trusts Instagram and the content therein. While online consumer behaviors have been previously studied, the impact of young adults' Instagram usage on their purchase and post-purchase evaluation behaviors in the apparel sector had not been thoroughly examined. The findings from this study provide meaningful insights on the purchase and post-purchase behaviors on Instagram of young adult consumers from different generational cohorts. They demonstrate that developing trust with young adults is critical to the success of brands trying to reach this demographic on Instagram.Understanding the role of Instagram in young adult consumers' purchase and post-purchase evaluation behaviors
Sara Lewis Hood, Kristin Anne Thoney-Barletta, Lori Rothenberg
Journal of Fashion Marketing and Management, Vol. 28, No. 2, pp.298-315

This study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors.

A survey instrument was developed to explore critical variables, including consumers' purchase and post-purchase evaluation behaviors on Instagram, consumers' trust of Instagram, and demographic factors, adapting previous works from Ko (2018), Djafarova and Rushworth (2017), and Herrando et al. (2019). Survey responses were collected via the Qualtrics participant panel service (N = 226), then coded and analyzed using JMP Pro (Version 14.2).

Results indicated that statistically significant mean differences were present among several key variables, including between Millennial and Generation Z post-purchase behaviors on Instagram, willingness to share feedback about a brand experience on Instagram, and trust of content on Instagram. Additionally, it was determined that purchase and post-purchase behaviors on Instagram are significantly different depending on whether or not a consumer trusts Instagram and the content therein.

While online consumer behaviors have been previously studied, the impact of young adults' Instagram usage on their purchase and post-purchase evaluation behaviors in the apparel sector had not been thoroughly examined. The findings from this study provide meaningful insights on the purchase and post-purchase behaviors on Instagram of young adult consumers from different generational cohorts. They demonstrate that developing trust with young adults is critical to the success of brands trying to reach this demographic on Instagram.

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Understanding the role of Instagram in young adult consumers' purchase and post-purchase evaluation behaviors10.1108/JFMM-07-2022-0146Journal of Fashion Marketing and Management2023-08-25© 2023 Emerald Publishing LimitedSara Lewis HoodKristin Anne Thoney-BarlettaLori RothenbergJournal of Fashion Marketing and Management2822023-08-2510.1108/JFMM-07-2022-0146https://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2022-0146/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Using consumer preference data in forecasting demand in apparel retailinghttps://www.emerald.com/insight/content/doi/10.1108/JFMM-02-2023-0032/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study was carried out to analyze the importance of consumer preference data in forecasting demand in apparel retailing. To collect preference data, 729 hypothetical stock keeping units (SKU) were derived using a full factorial design, from a combination of six attributes and three levels each. From the hypothetical SKU's, 63 practical SKU's were selected for further analysis. Two hundred two responses were collected from a store intercept survey. Respondents' utility scores for all 63 SKUs were calculated using conjoint analysis. In estimating aggregate demand, to allow for consumer substitution and to make the SKU available when a consumer wishes to buy more than one item in the same SKU, top three highly preferred SKU's utility scores of each individual were selected and classified using a decision tree and was aggregated. A choice rule was modeled to include substitution; by applying this choice rule, aggregate demand was estimated. The respondents' utility scores were calculated. The value of Kendall's tau is 0.88, the value of Pearson's R is 0.98 and internal predictive validity using Kendall's tau is 1.00, and this shows the high quality of data obtained. The proposed model was used to estimate the demand for 63 SKUs. The demand was estimated at 6.04 per cent for the SKU cotton, regular style, half sleeve, medium priced, private label. The proposed model for estimating demand using consumer preference data gave better estimates close to actual sales than expert opinion data. The Spearman's rank correlation between actual sales and consumer preference data is 0.338 and is significant at 5 per cent level. The Spearman's rank correlation between actual sales and expert opinion is −0.059, and there is no significant relation between expert opinion data and actual sales. Thus, consumer preference model proves to be better in estimating demand than expert opinion data. There has been a considerable amount of work done in choice-based models. There is a lot of scope in working in deterministic models. The proposed consumer preference-based demand estimation model can be beneficial to the apparel retailers in increasing their profit by reducing stock-out and overstocking situations. Though conjoint analysis is used in demand estimation in other industries, it is not used in apparel for demand estimations and can be greater use in its simplest form. This research is the first one to model consumer preferences-based data to estimate demand in apparel. This research was practically tested in an apparel retail store. It is original.Using consumer preference data in forecasting demand in apparel retailing
Banumathy Sundararaman, Neelakandan Ramalingam
Journal of Fashion Marketing and Management, Vol. 28, No. 2, pp.316-333

This study was carried out to analyze the importance of consumer preference data in forecasting demand in apparel retailing.

To collect preference data, 729 hypothetical stock keeping units (SKU) were derived using a full factorial design, from a combination of six attributes and three levels each. From the hypothetical SKU's, 63 practical SKU's were selected for further analysis. Two hundred two responses were collected from a store intercept survey. Respondents' utility scores for all 63 SKUs were calculated using conjoint analysis. In estimating aggregate demand, to allow for consumer substitution and to make the SKU available when a consumer wishes to buy more than one item in the same SKU, top three highly preferred SKU's utility scores of each individual were selected and classified using a decision tree and was aggregated. A choice rule was modeled to include substitution; by applying this choice rule, aggregate demand was estimated.

The respondents' utility scores were calculated. The value of Kendall's tau is 0.88, the value of Pearson's R is 0.98 and internal predictive validity using Kendall's tau is 1.00, and this shows the high quality of data obtained. The proposed model was used to estimate the demand for 63 SKUs. The demand was estimated at 6.04 per cent for the SKU cotton, regular style, half sleeve, medium priced, private label. The proposed model for estimating demand using consumer preference data gave better estimates close to actual sales than expert opinion data. The Spearman's rank correlation between actual sales and consumer preference data is 0.338 and is significant at 5 per cent level. The Spearman's rank correlation between actual sales and expert opinion is −0.059, and there is no significant relation between expert opinion data and actual sales. Thus, consumer preference model proves to be better in estimating demand than expert opinion data.

There has been a considerable amount of work done in choice-based models. There is a lot of scope in working in deterministic models.

The proposed consumer preference-based demand estimation model can be beneficial to the apparel retailers in increasing their profit by reducing stock-out and overstocking situations. Though conjoint analysis is used in demand estimation in other industries, it is not used in apparel for demand estimations and can be greater use in its simplest form.

This research is the first one to model consumer preferences-based data to estimate demand in apparel. This research was practically tested in an apparel retail store. It is original.

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Using consumer preference data in forecasting demand in apparel retailing10.1108/JFMM-02-2023-0032Journal of Fashion Marketing and Management2023-08-24© 2023 Emerald Publishing LimitedBanumathy SundararamanNeelakandan RamalingamJournal of Fashion Marketing and Management2822023-08-2410.1108/JFMM-02-2023-0032https://www.emerald.com/insight/content/doi/10.1108/JFMM-02-2023-0032/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Investigating the conceptual link between appearance-related self-discrepancies and retail therapy shopping behavior through motivational routeshttps://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2022-0160/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study was to propose and examine a conceptual model delineating how two different types of appearance-related self-discrepancies (i.e. the ideal appearance self-discrepancy vs. the ought appearance self-discrepancy) influence retail therapy shopping behavior through motivational route (i.e. approach motivation vs. avoidance motivation). This study utilized the online survey for data collection. Using a national sample of 532 US consumers who had retail therapy shopping experience, the conceptual model was tested through various statistical techniques, including confirmatory factor analysis, exploratory factor analysis and structural equation modeling. Results revealed that the ought appearance self-discrepancy positively influenced retail therapy shopping behavior through avoidance motivation and emotion-focused coping strategy, whereas the ideal appearance self-discrepancy did not influence retail therapy shopping behavior. The results also suggested that the effect of two different types of appearance-related self-discrepancies on motivations in retail therapy shopping context varied depending on the gender (i.e. male vs. female). Results suggest implications regarding potential target market strategies to retailers and provide a better understanding of retail therapy shoppers' characteristics and psychological mechanisms for consumer researchers.Investigating the conceptual link between appearance-related self-discrepancies and retail therapy shopping behavior through motivational routes
Jonggeun Lee, Amrut Sadachar
Journal of Fashion Marketing and Management, Vol. 28, No. 2, pp.334-356

The purpose of this study was to propose and examine a conceptual model delineating how two different types of appearance-related self-discrepancies (i.e. the ideal appearance self-discrepancy vs. the ought appearance self-discrepancy) influence retail therapy shopping behavior through motivational route (i.e. approach motivation vs. avoidance motivation).

This study utilized the online survey for data collection. Using a national sample of 532 US consumers who had retail therapy shopping experience, the conceptual model was tested through various statistical techniques, including confirmatory factor analysis, exploratory factor analysis and structural equation modeling.

Results revealed that the ought appearance self-discrepancy positively influenced retail therapy shopping behavior through avoidance motivation and emotion-focused coping strategy, whereas the ideal appearance self-discrepancy did not influence retail therapy shopping behavior. The results also suggested that the effect of two different types of appearance-related self-discrepancies on motivations in retail therapy shopping context varied depending on the gender (i.e. male vs. female).

Results suggest implications regarding potential target market strategies to retailers and provide a better understanding of retail therapy shoppers' characteristics and psychological mechanisms for consumer researchers.

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Investigating the conceptual link between appearance-related self-discrepancies and retail therapy shopping behavior through motivational routes10.1108/JFMM-07-2022-0160Journal of Fashion Marketing and Management2023-08-31© 2023 Emerald Publishing LimitedJonggeun LeeAmrut SadacharJournal of Fashion Marketing and Management2822023-08-3110.1108/JFMM-07-2022-0160https://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2022-0160/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
An integrative model for online community citizenship behavior of luxury fashion brands on Instagramhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-12-2022-0263/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory of socially shared cognition (TSSC) as the theoretical basis for model integration, this study identifies the key factors that maintain the relationship between online community members and brands and prompt brand members to establish a close emotional connection with the brand and generate community citizenship behavior for the brand. This study examines community members who own products from luxury fashion brands (e.g. Louis Vuitton, Chanel and Hermès) and have followed the official Instagram account of the luxury fashion brand for at least 1 year, with a total of 582 valid samples. Structural equation modeling (SEM) is used to test the model. All except for one of the hypotheses are supported, and the theoretical model exhibits acceptable goodness-of-fit. The strongest effect is that of brand community identification on affective brand commitment, followed by that of online co-creation on community citizenship behavior and that of brand commitment on community citizenship behavior. SIT was used as the basis and extended to the TSSC to integrate the theoretical perspectives. This study identifies the online brand relationship between service providers and consumers, explores possible causes and consequences from multiple perspectives and proposes conclusions and practical management implications as references for marketing personnel.An integrative model for online community citizenship behavior of luxury fashion brands on Instagram
Li-Chun Hsu
Journal of Fashion Marketing and Management, Vol. 28, No. 2, pp.357-378

This study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory of socially shared cognition (TSSC) as the theoretical basis for model integration, this study identifies the key factors that maintain the relationship between online community members and brands and prompt brand members to establish a close emotional connection with the brand and generate community citizenship behavior for the brand.

This study examines community members who own products from luxury fashion brands (e.g. Louis Vuitton, Chanel and Hermès) and have followed the official Instagram account of the luxury fashion brand for at least 1 year, with a total of 582 valid samples. Structural equation modeling (SEM) is used to test the model.

All except for one of the hypotheses are supported, and the theoretical model exhibits acceptable goodness-of-fit. The strongest effect is that of brand community identification on affective brand commitment, followed by that of online co-creation on community citizenship behavior and that of brand commitment on community citizenship behavior.

SIT was used as the basis and extended to the TSSC to integrate the theoretical perspectives. This study identifies the online brand relationship between service providers and consumers, explores possible causes and consequences from multiple perspectives and proposes conclusions and practical management implications as references for marketing personnel.

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An integrative model for online community citizenship behavior of luxury fashion brands on Instagram10.1108/JFMM-12-2022-0263Journal of Fashion Marketing and Management2023-08-29© 2023 Emerald Publishing LimitedLi-Chun HsuJournal of Fashion Marketing and Management2822023-08-2910.1108/JFMM-12-2022-0263https://www.emerald.com/insight/content/doi/10.1108/JFMM-12-2022-0263/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Innovative attributes, brand reputation and behavioral consequences in the clothing industry: the roles of self-congruity and value consciousnesshttps://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2022-0209/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestResearchers have paid little attention to elucidating how customer-perceived innovative apparel attributes are linked to brand reputation and consumer buying behaviors. This study intends to bridge that gap by providing empirical evidence on the effects of product novelty, product difference and product inimitability on brand reputation and behavioral intentions in the context of garment purchasing. We also investigate the moderating effects of self-congruity and value consciousness on the attribute‒brand reputation linkages, as well as their immediate influence on the domain variables. The proposed model was estimated using data from a web-based survey of 299 female apparel customers. Structural equation modeling was employed to test the relationships between variables. The results indicate that product novelty, product inimitability, self-congruity and value consciousness significantly influence brand reputation. The results also demonstrate that self-congruity, value consciousness and brand reputation have direct effects on behavioral intention, while self-congruity and value consciousness appear to moderate the relationship between innovative product attributes and brand reputation. This study is the first to present a conceptual model that systematically encompasses product innovation, brand perceptions and behavioral links in the field of women's clothing. The findings have important implications for both academics and practitioners in the field of fashion marketing.Innovative attributes, brand reputation and behavioral consequences in the clothing industry: the roles of self-congruity and value consciousness
Nik Mohd Hazrul Nik Hashim, Nor Rahimy Khalid, Suraya Akmar Mokhtaruddin, Abdullah Al Mamun, Mohammed Abdur Razzaque
Journal of Fashion Marketing and Management, Vol. 28, No. 2, pp.379-401

Researchers have paid little attention to elucidating how customer-perceived innovative apparel attributes are linked to brand reputation and consumer buying behaviors. This study intends to bridge that gap by providing empirical evidence on the effects of product novelty, product difference and product inimitability on brand reputation and behavioral intentions in the context of garment purchasing. We also investigate the moderating effects of self-congruity and value consciousness on the attribute‒brand reputation linkages, as well as their immediate influence on the domain variables.

The proposed model was estimated using data from a web-based survey of 299 female apparel customers. Structural equation modeling was employed to test the relationships between variables.

The results indicate that product novelty, product inimitability, self-congruity and value consciousness significantly influence brand reputation. The results also demonstrate that self-congruity, value consciousness and brand reputation have direct effects on behavioral intention, while self-congruity and value consciousness appear to moderate the relationship between innovative product attributes and brand reputation.

This study is the first to present a conceptual model that systematically encompasses product innovation, brand perceptions and behavioral links in the field of women's clothing. The findings have important implications for both academics and practitioners in the field of fashion marketing.

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Innovative attributes, brand reputation and behavioral consequences in the clothing industry: the roles of self-congruity and value consciousness10.1108/JFMM-10-2022-0209Journal of Fashion Marketing and Management2023-09-19© 2023 Emerald Publishing LimitedNik Mohd Hazrul Nik HashimNor Rahimy KhalidSuraya Akmar MokhtaruddinAbdullah Al MamunMohammed Abdur RazzaqueJournal of Fashion Marketing and Management2822023-09-1910.1108/JFMM-10-2022-0209https://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2022-0209/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Influencing millennials to embrace sustainable fashion in an emerging market: a modified brand avoidance model perspectivehttps://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2021-0169/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study applies the modified brand avoidance model to examine factors that influence sustainable fashion avoidance behaviour among millennial shoppers in South Africa. A positivistic approach and a web-based online survey were employed to collect cross-sectional data from 423 millennial fashion shoppers. Standard multiple regression analysis was used to test proposed hypotheses. Unmet expectations, materialism and symbolic incongruence emerged as major predictors of millennials' intention to avoid sustainable fashion. Sustainable fashion avoidance intention was found to have a positive effect on sustainable fashion avoidance behaviour. This study relied on self-reported data collected from millennial shoppers. Future studies may improve the generalizability of this study's results by conducting a comparative study with other cohorts such as baby boomers and Generation X who espouse different shopping values. Future studies may benefit from the use of longitudinal data in order to understand how millennial shoppers relate to sustainable fashion as it evolves. The results of this study suggest the importance of developing value propositions that align sustainable fashion with cultural, personality and symbolic cues valued by millennial shoppers. Consumer education on the benefits of sustainable fashion is recommended as a long-term behavioural change strategy. The purchase behaviour of sustainable fashion should be encouraged as it enhances environmental sustainability including safeguarding the livelihoods of future generations. This study contributes to literature on sustainable fashion avoidance behaviour. This is one of the pioneering studies to empirically examine the influence of unmet expectations, symbolic incongruence and ideological incompatibility in the context of an emerging market, such as South Africa.Influencing millennials to embrace sustainable fashion in an emerging market: a modified brand avoidance model perspective
Asphat Muposhi, Tinashe Chuchu
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.1-21

This study applies the modified brand avoidance model to examine factors that influence sustainable fashion avoidance behaviour among millennial shoppers in South Africa.

A positivistic approach and a web-based online survey were employed to collect cross-sectional data from 423 millennial fashion shoppers. Standard multiple regression analysis was used to test proposed hypotheses.

Unmet expectations, materialism and symbolic incongruence emerged as major predictors of millennials' intention to avoid sustainable fashion. Sustainable fashion avoidance intention was found to have a positive effect on sustainable fashion avoidance behaviour.

This study relied on self-reported data collected from millennial shoppers. Future studies may improve the generalizability of this study's results by conducting a comparative study with other cohorts such as baby boomers and Generation X who espouse different shopping values. Future studies may benefit from the use of longitudinal data in order to understand how millennial shoppers relate to sustainable fashion as it evolves.

The results of this study suggest the importance of developing value propositions that align sustainable fashion with cultural, personality and symbolic cues valued by millennial shoppers. Consumer education on the benefits of sustainable fashion is recommended as a long-term behavioural change strategy.

The purchase behaviour of sustainable fashion should be encouraged as it enhances environmental sustainability including safeguarding the livelihoods of future generations.

This study contributes to literature on sustainable fashion avoidance behaviour. This is one of the pioneering studies to empirically examine the influence of unmet expectations, symbolic incongruence and ideological incompatibility in the context of an emerging market, such as South Africa.

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Influencing millennials to embrace sustainable fashion in an emerging market: a modified brand avoidance model perspective10.1108/JFMM-07-2021-0169Journal of Fashion Marketing and Management2022-08-01© 2022 Muposhi Asphat and Chuchu TinasheAsphat MuposhiTinashe ChuchuJournal of Fashion Marketing and Managementahead-of-printahead-of-print2022-08-0110.1108/JFMM-07-2021-0169https://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2021-0169/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2022 Muposhi Asphat and Chuchu Tinashehttp://creativecommons.org/licences/by/4.0/legalcode
Circular textiles innovation during COVID-19: not the silver lining some had hoped forhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2021-0180/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe COVID-19 pandemic has caused irrefutable devastation globally. Yet, academic and trade commentators have claimed that this disruption could have had a silver lining by presenting the fashion industry with the opportunity to reassess and rebuild in a slower, more considered way. Part of this reassessment, some have argued, may have been allowing the industry's pre-COVID sustainability buzz to come to fruition by nudging the fashion industry to go circular. This paper explores if, and how, the COVID-19 pandemic was (not) nudging the industry towards circularity using the case study of circular textiles. Serial, semi-structured, qualitative interviews were conducted with three buyers and sourcers working for three UK-based fashion retailers. Each participant was involved in three interviews in June 2020 following the UK's first national lockdown. The research findings suggest that, at the time this research was undertaken, these retailers were focussed on regaining profit, protecting their supply chains and producing “safe” designs whilst cutting back and becoming more risk averse. These actors suggested that, in contrast to the suppositions made by academic and media commentators, the COVID-19 pandemic was acting as a hindrance to circularity, not a helping hand, as retailers were less willing to invest in circular textiles at that time than they were pre-pandemic. This paper offers valuable insight into the COVID-19 pandemic's impact on circular innovation within fashion retail whilst contributing to broader understandings of the principles of the circular economy within textiles and design.Circular textiles innovation during COVID-19: not the silver lining some had hoped for
Bethany Sugg
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.1-16

The COVID-19 pandemic has caused irrefutable devastation globally. Yet, academic and trade commentators have claimed that this disruption could have had a silver lining by presenting the fashion industry with the opportunity to reassess and rebuild in a slower, more considered way. Part of this reassessment, some have argued, may have been allowing the industry's pre-COVID sustainability buzz to come to fruition by nudging the fashion industry to go circular. This paper explores if, and how, the COVID-19 pandemic was (not) nudging the industry towards circularity using the case study of circular textiles.

Serial, semi-structured, qualitative interviews were conducted with three buyers and sourcers working for three UK-based fashion retailers. Each participant was involved in three interviews in June 2020 following the UK's first national lockdown.

The research findings suggest that, at the time this research was undertaken, these retailers were focussed on regaining profit, protecting their supply chains and producing “safe” designs whilst cutting back and becoming more risk averse. These actors suggested that, in contrast to the suppositions made by academic and media commentators, the COVID-19 pandemic was acting as a hindrance to circularity, not a helping hand, as retailers were less willing to invest in circular textiles at that time than they were pre-pandemic.

This paper offers valuable insight into the COVID-19 pandemic's impact on circular innovation within fashion retail whilst contributing to broader understandings of the principles of the circular economy within textiles and design.

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Circular textiles innovation during COVID-19: not the silver lining some had hoped for10.1108/JFMM-07-2021-0180Journal of Fashion Marketing and Management2022-08-11© 2022 Emerald Publishing LimitedBethany SuggJournal of Fashion Marketing and Managementahead-of-printahead-of-print2022-08-1110.1108/JFMM-07-2021-0180https://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2021-0180/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2022 Emerald Publishing Limited
Coping with the COVID-19 pandemic: evidence from the apparel industry in Bangladesh and Chinahttps://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2021-0213/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study was to understand the impact of the coronavirus disease (COVID-19) pandemic on the global textile and apparel supply chain from the perspectives of industry professionals within the two leading production countries: Bangladesh and China. Applying the theory of dynamic capabilities, a qualitative research design was employed using interviews with a total of 33 apparel industry practitioners, 15 in Bangladesh and 18 in China. Findings indicate that four factors primarily impacted the extent to which COVID-19 disrupted a firm's supply chain: firm size, channel diversification, sourcing method and product type. Viewed through the lens of the theory of dynamic capabilities, findings point to the need for firms to address the challenges brought about by supply chain disruptions by creating opportunities. It is important to understand the impact of COVID-19 in real time and within the two largest textile and apparel–producing countries globally, as they have borne much of the brunt of the supply chain disruptions brought on by COVID-19. This empirical study makes contributions to the apparel supply chain literature as it provides an in-depth investigation of what textile and apparel firms in China and Bangladesh have learned from the COVID-19 experience to better prepare for future unexpected global events.Coping with the COVID-19 pandemic: evidence from the apparel industry in Bangladesh and China
Jin Su, Nancy Nelson Hodges, Huicheng (Jeff) Wu, Md Arif Iqbal
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.1-19

The purpose of this study was to understand the impact of the coronavirus disease (COVID-19) pandemic on the global textile and apparel supply chain from the perspectives of industry professionals within the two leading production countries: Bangladesh and China.

Applying the theory of dynamic capabilities, a qualitative research design was employed using interviews with a total of 33 apparel industry practitioners, 15 in Bangladesh and 18 in China.

Findings indicate that four factors primarily impacted the extent to which COVID-19 disrupted a firm's supply chain: firm size, channel diversification, sourcing method and product type. Viewed through the lens of the theory of dynamic capabilities, findings point to the need for firms to address the challenges brought about by supply chain disruptions by creating opportunities.

It is important to understand the impact of COVID-19 in real time and within the two largest textile and apparel–producing countries globally, as they have borne much of the brunt of the supply chain disruptions brought on by COVID-19. This empirical study makes contributions to the apparel supply chain literature as it provides an in-depth investigation of what textile and apparel firms in China and Bangladesh have learned from the COVID-19 experience to better prepare for future unexpected global events.

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Coping with the COVID-19 pandemic: evidence from the apparel industry in Bangladesh and China10.1108/JFMM-08-2021-0213Journal of Fashion Marketing and Management2022-09-30© 2022 Emerald Publishing LimitedJin SuNancy Nelson HodgesHuicheng (Jeff) WuMd Arif IqbalJournal of Fashion Marketing and Managementahead-of-printahead-of-print2022-09-3010.1108/JFMM-08-2021-0213https://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2021-0213/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2022 Emerald Publishing Limited
Responding with care: ethical measures in the fashion industry during the COVID-19 pandemic in Spainhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-02-2023-0030/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to analyze the ethical responses of the fashion industry to the first wave of the COVID-19 pandemic when the entire world was shocked by the rapid spread of the virus. The authors describe lessons from emergency ethics of care in the fashion industry during the initial months of COVID-19, which can assist fashion managers in improving ethical decisions in future operations. Rapid qualitative research methods were employed by conducting real-time, in-depth interviews with key informants from multinational fashion companies operating in Spain, a severely affected region. A content analysis of news articles published during the first months of 2020 was conducted. Five critical disruptions in the fashion industry were identified: (1) changes in public needs, (2) transportation and distribution backlogs, (3) defective and counterfeit supplies, (4) stakeholder relationships at stake and (5) managers' coping challenges. Additionally, five business survival responses with a strong ethics of care component were identified, implemented by some fashion companies to mitigate the damage: (1) adapting production for public well-being, (2) enhancing the flexibility of logistic networks, (3) emphasizing quality and innovation, (4) reinventing stakeholder collaborations and (5) practicing responsible leadership. Despite the well-documented controversies surrounding unethical practices within the fashion industry, even during COVID-19, our findings inform managers of the potential and capability of fashion companies to operate more responsibly. The lessons learned can guide fashion companies' operations in a post-pandemic society. Furthermore, they can address other grand challenges, such as natural disasters, geopolitical conflicts and climate change.Responding with care: ethical measures in the fashion industry during the COVID-19 pandemic in Spain
Ana Castillo, Leopoldo Gutierrez, Ivan Montiel, Andres Velez-Calle
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to analyze the ethical responses of the fashion industry to the first wave of the COVID-19 pandemic when the entire world was shocked by the rapid spread of the virus. The authors describe lessons from emergency ethics of care in the fashion industry during the initial months of COVID-19, which can assist fashion managers in improving ethical decisions in future operations.

Rapid qualitative research methods were employed by conducting real-time, in-depth interviews with key informants from multinational fashion companies operating in Spain, a severely affected region. A content analysis of news articles published during the first months of 2020 was conducted.

Five critical disruptions in the fashion industry were identified: (1) changes in public needs, (2) transportation and distribution backlogs, (3) defective and counterfeit supplies, (4) stakeholder relationships at stake and (5) managers' coping challenges. Additionally, five business survival responses with a strong ethics of care component were identified, implemented by some fashion companies to mitigate the damage: (1) adapting production for public well-being, (2) enhancing the flexibility of logistic networks, (3) emphasizing quality and innovation, (4) reinventing stakeholder collaborations and (5) practicing responsible leadership.

Despite the well-documented controversies surrounding unethical practices within the fashion industry, even during COVID-19, our findings inform managers of the potential and capability of fashion companies to operate more responsibly. The lessons learned can guide fashion companies' operations in a post-pandemic society. Furthermore, they can address other grand challenges, such as natural disasters, geopolitical conflicts and climate change.

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Responding with care: ethical measures in the fashion industry during the COVID-19 pandemic in Spain10.1108/JFMM-02-2023-0030Journal of Fashion Marketing and Management2023-11-09© 2023 Castillo Ana, Gutierrez Leopoldo, Montiel Ivan and Velez AndresAna CastilloLeopoldo GutierrezIvan MontielAndres Velez-CalleJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-11-0910.1108/JFMM-02-2023-0030https://www.emerald.com/insight/content/doi/10.1108/JFMM-02-2023-0030/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Castillo Ana, Gutierrez Leopoldo, Montiel Ivan and Velez Andres
Risks associated by consumers with clothing rental: barriers to being adoptedhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-02-2023-0043/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestTo identify the risks associated by consumers with renting clothes. A descriptive research with a quantitative approach was carried out. First, the measurement models of the variables involved in the proposed model were validated. After verifying the existence of the variables, the resulting model was finally estimated through structural equation modelling. The results obtained establish the six dimensions that make up the problems associated by consumers with the clothing rental business model. These problems encompass various types of risks: financial, physical, performance, psychosocial, inconsistency with values and lifestyle, as well as lack of trust in the service provider. The results obtained show that only inconsistency, financial risk and physical risk have a significant effect on attitude. These performance risks, together with the consumer's attitude towards renting, have a negative effect on the intention to rent. Factors that have a negative effect on attitude have been studied less than the facilitators of attitude. This is the first study in Spain. The results will help managers to understand the adoption behaviours of these models. This study helps understand the social innovation needed to change consumers' relationship to clothing.Risks associated by consumers with clothing rental: barriers to being adopted
Ana Julia Grilló-Méndez, Mercedes Marzo-Navarro, Marta Pedraja-Iglesias
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

To identify the risks associated by consumers with renting clothes.

A descriptive research with a quantitative approach was carried out. First, the measurement models of the variables involved in the proposed model were validated. After verifying the existence of the variables, the resulting model was finally estimated through structural equation modelling.

The results obtained establish the six dimensions that make up the problems associated by consumers with the clothing rental business model. These problems encompass various types of risks: financial, physical, performance, psychosocial, inconsistency with values and lifestyle, as well as lack of trust in the service provider. The results obtained show that only inconsistency, financial risk and physical risk have a significant effect on attitude. These performance risks, together with the consumer's attitude towards renting, have a negative effect on the intention to rent.

Factors that have a negative effect on attitude have been studied less than the facilitators of attitude. This is the first study in Spain.

The results will help managers to understand the adoption behaviours of these models.

This study helps understand the social innovation needed to change consumers' relationship to clothing.

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Risks associated by consumers with clothing rental: barriers to being adopted10.1108/JFMM-02-2023-0043Journal of Fashion Marketing and Management2024-02-26© 2024 Emerald Publishing LimitedAna Julia Grilló-MéndezMercedes Marzo-NavarroMarta Pedraja-IglesiasJournal of Fashion Marketing and Managementahead-of-printahead-of-print2024-02-2610.1108/JFMM-02-2023-0043https://www.emerald.com/insight/content/doi/10.1108/JFMM-02-2023-0043/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
When fashion meets crowdfunding: exploring sustainable and innovative features of online campaignshttps://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2021-0068/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper analyses the factors that make fashion-product crowdfunding campaigns successful. The authors argue that crowdfunding is an innovative and functional way of bringing new fashion items to the market. The purpose of this paper is to answer the question whether product innovation, lifecycle and sustainability have a positive effect on the success of fashion crowdfunding campaigns. The findings highlight that the success of the fashion crowdfunding campaigns depends on creators' adherence to the values of the platform which they use to raise capital. A total of 300 fashion crowdfunding projects running between the 17th of October and the 15th of December 2017 were collected from Kickstarter – the world's largest crowdfunding platform based on reward-based all-or-nothing model. Two-step binomial logistic regression was used to analyse the data. The model predicted a significant increase in the odds of success for the fashion items crowdfunded during the first-time production, and innovative and environmentally sustainable products with a higher price range of rewards. In line with previous literature, regression analyses predicted a significant effect of the control variables of goal amount (negative) and the number of rewards (positive). Contrary to previous studies, neither the presence of a video nor the campaign length predicted success. The novel findings of this study contribute to the literature by providing an analysis of success factors of fashion items on crowdfunding platforms. The results show that innovative, environmentally sustainable and higher-priced products produced by early-stage ventures are better welcomed by the audiences.When fashion meets crowdfunding: exploring sustainable and innovative features of online campaigns
Carolina Dalla Chiesa, Alina Pavlova, Mariangela Lavanga, Nadiya Pysana
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper analyses the factors that make fashion-product crowdfunding campaigns successful. The authors argue that crowdfunding is an innovative and functional way of bringing new fashion items to the market. The purpose of this paper is to answer the question whether product innovation, lifecycle and sustainability have a positive effect on the success of fashion crowdfunding campaigns. The findings highlight that the success of the fashion crowdfunding campaigns depends on creators' adherence to the values of the platform which they use to raise capital.

A total of 300 fashion crowdfunding projects running between the 17th of October and the 15th of December 2017 were collected from Kickstarter – the world's largest crowdfunding platform based on reward-based all-or-nothing model. Two-step binomial logistic regression was used to analyse the data.

The model predicted a significant increase in the odds of success for the fashion items crowdfunded during the first-time production, and innovative and environmentally sustainable products with a higher price range of rewards. In line with previous literature, regression analyses predicted a significant effect of the control variables of goal amount (negative) and the number of rewards (positive). Contrary to previous studies, neither the presence of a video nor the campaign length predicted success.

The novel findings of this study contribute to the literature by providing an analysis of success factors of fashion items on crowdfunding platforms. The results show that innovative, environmentally sustainable and higher-priced products produced by early-stage ventures are better welcomed by the audiences.

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When fashion meets crowdfunding: exploring sustainable and innovative features of online campaigns10.1108/JFMM-03-2021-0068Journal of Fashion Marketing and Management2022-03-02© 2022 Carolina Dalla Chiesa, Alina Pavlova, Mariangela Lavanga and Nadiya PysanaCarolina Dalla ChiesaAlina PavlovaMariangela LavangaNadiya PysanaJournal of Fashion Marketing and Managementahead-of-printahead-of-print2022-03-0210.1108/JFMM-03-2021-0068https://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2021-0068/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2022 Carolina Dalla Chiesa, Alina Pavlova, Mariangela Lavanga and Nadiya Pysanahttp://creativecommons.org/licences/by/4.0/legalcode
Secondary sneaker market: Investigating the motives, activities, resources and capabilities of the triadic frameworkhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2023-0058/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study was to investigate the elements of the triadic framework (e.g. consumer motives, activities, resources and capabilities) and their influence on consumer attitudes and the theory of reasoned action (TRA) elements of subjective norms and eventual purchase intention of secondary sneakers. The framework draws from two models, the triadic framework for collaborative consumption and the TRA. Data was collected using an online survey, which consisted of demographic questions and reliable scales. The hypothesized relationships were tested through structural equation modeling. The findings indicate that reducing risks and the customer activity of providing information was significant in influencing consumers' attitudes. However, the customer motives of economic and environmental as well as technical skills were not significant in influencing attitudes. This study attempts to inform secondary and full-priced retailers offering used products strategies to provide the best experience to millennial and generation Z consumers to ensure they can attract and retain them. It can be stated with a high degree of certainty that sneaker resale remains one of the most permanent trends in the market today with sneaker resale is significantly outperforming the broader ecommerce ecosystem suggesting more research into the motivations of secondary sneaker consumption.Secondary sneaker market: Investigating the motives, activities, resources and capabilities of the triadic framework
Kelcie Slaton, Sanjukta Pookulangara
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study was to investigate the elements of the triadic framework (e.g. consumer motives, activities, resources and capabilities) and their influence on consumer attitudes and the theory of reasoned action (TRA) elements of subjective norms and eventual purchase intention of secondary sneakers.

The framework draws from two models, the triadic framework for collaborative consumption and the TRA. Data was collected using an online survey, which consisted of demographic questions and reliable scales. The hypothesized relationships were tested through structural equation modeling.

The findings indicate that reducing risks and the customer activity of providing information was significant in influencing consumers' attitudes. However, the customer motives of economic and environmental as well as technical skills were not significant in influencing attitudes.

This study attempts to inform secondary and full-priced retailers offering used products strategies to provide the best experience to millennial and generation Z consumers to ensure they can attract and retain them.

It can be stated with a high degree of certainty that sneaker resale remains one of the most permanent trends in the market today with sneaker resale is significantly outperforming the broader ecommerce ecosystem suggesting more research into the motivations of secondary sneaker consumption.

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Secondary sneaker market: Investigating the motives, activities, resources and capabilities of the triadic framework10.1108/JFMM-03-2023-0058Journal of Fashion Marketing and Management2023-11-20© 2023 Emerald Publishing LimitedKelcie SlatonSanjukta PookulangaraJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-11-2010.1108/JFMM-03-2023-0058https://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2023-0058/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on negative emotions and mental imageryhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2023-0066/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestIn keeping with recent body image social trends, consumer demand for the adoption of plus-size models is increasing, although the use of thin models remains prevalent. The current study explores how consumers process information about fashion products displayed on different sizes of models in advertisements, focusing on model and consumer body sizes and both genders. As an underlying mechanism explaining how the relationship between model and consumer body sizes shapes consumer purchase intention, this study explores the role of guilt, shame and mental imagery. The current study uses a text analytics technique to identify female consumers' general opinions of thin models in advertising. Employing a 3 (consumer body size: normal, overweight, obese) × 2 (model body size: thin, plus-size) × 2 (gender: male, female) between-subjects online experiment (n = 718), the main study comparatively analyzes the influences of plus-size and thin models on consumer responses. The results reveal that, despite body positivity movements, thin models still generate negative emotions among female consumers. For obese female consumers, advertisements featuring plus-size models produce fewer negative emotions but not more mental imagery than advertisements featuring thin models. Conversely, for obese male consumers, advertisements featuring plus-size models generate more mental imagery but not more negative emotions than advertisements featuring thin models. The results also reveal that the relationship between consumer body size and guilt is moderated by perceived model size, which is also moderated by gender in generating mental imagery. While guilt plays a mediating role in enhancing mental imagery, resulting in purchase intention, shame does not take on this role. This study is the first to present an integrated model that elucidates how consumers with varying body sizes respond to different sizes of models in advertising and how these responses impact purchase intentions. Our findings only apply to contexts where consumers purchase fashion clothing in response to advertisements featuring thin versus plus-size models. Exposing normal-size consumers to plus-size models generates less mental imagery, and thus, practitioners should seek to match the body sizes of the models featured in advertising to the body sizes of their target audience or ad campaigns that include both plus-size and thin models may help improve message persuasiveness in fashion advertising. Moreover, guilt-appeal advertising campaigns using thin models would appeal more to thin consumers of both genders than shame-appeal advertising.Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on negative emotions and mental imagery
Mark Yi-Cheon Yim, Eunice (Eun-Sil) Kim, Hongmin Ahn
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

In keeping with recent body image social trends, consumer demand for the adoption of plus-size models is increasing, although the use of thin models remains prevalent. The current study explores how consumers process information about fashion products displayed on different sizes of models in advertisements, focusing on model and consumer body sizes and both genders. As an underlying mechanism explaining how the relationship between model and consumer body sizes shapes consumer purchase intention, this study explores the role of guilt, shame and mental imagery.

The current study uses a text analytics technique to identify female consumers' general opinions of thin models in advertising. Employing a 3 (consumer body size: normal, overweight, obese) × 2 (model body size: thin, plus-size) × 2 (gender: male, female) between-subjects online experiment (n = 718), the main study comparatively analyzes the influences of plus-size and thin models on consumer responses.

The results reveal that, despite body positivity movements, thin models still generate negative emotions among female consumers. For obese female consumers, advertisements featuring plus-size models produce fewer negative emotions but not more mental imagery than advertisements featuring thin models. Conversely, for obese male consumers, advertisements featuring plus-size models generate more mental imagery but not more negative emotions than advertisements featuring thin models. The results also reveal that the relationship between consumer body size and guilt is moderated by perceived model size, which is also moderated by gender in generating mental imagery. While guilt plays a mediating role in enhancing mental imagery, resulting in purchase intention, shame does not take on this role.

This study is the first to present an integrated model that elucidates how consumers with varying body sizes respond to different sizes of models in advertising and how these responses impact purchase intentions.

Our findings only apply to contexts where consumers purchase fashion clothing in response to advertisements featuring thin versus plus-size models.

Exposing normal-size consumers to plus-size models generates less mental imagery, and thus, practitioners should seek to match the body sizes of the models featured in advertising to the body sizes of their target audience or ad campaigns that include both plus-size and thin models may help improve message persuasiveness in fashion advertising. Moreover, guilt-appeal advertising campaigns using thin models would appeal more to thin consumers of both genders than shame-appeal advertising.

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Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on negative emotions and mental imagery10.1108/JFMM-03-2023-0066Journal of Fashion Marketing and Management2024-03-20© 2024 Emerald Publishing LimitedMark Yi-Cheon YimEunice (Eun-Sil) KimHongmin AhnJournal of Fashion Marketing and Managementahead-of-printahead-of-print2024-03-2010.1108/JFMM-03-2023-0066https://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2023-0066/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
The influence of dispositional traits on Generation Z's intention to purchase sustainable clothinghttps://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2023-0073/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestAim of this study is to examine how environmental concern and perceived consumer effectiveness (PCE) mediate the effect of consumer optimism and pessimism on Generation Z's intention to purchase sustainable clothes. A survey was administered to 247 Gen Z students using a quantitative methodology. Structural equation modeling was used for hypothesis testing. The examination of findings provides support for the idea that both optimism and pessimism have a direct impact on environmental concerns and perceived consumer effectiveness. Additionally, it reveals that environmental concerns and perceived consumer effectiveness play a positive role in influencing sustainable clothing purchases. This study is one of the first marketing studies to explore the relationship between personality traits, environmental concerns and the intention to purchase sustainable clothing, providing insight into their relationship. Some methodological limitations impact the contributions of this cross-sectional investigation. It only tested a few variables predicting the intention to purchase sustainable clothing. This research provides decision-makers, including marketers, with insights on leveraging dispositional traits to increase consumers' purchase intention of sustainable clothing. Environmental concerns and PCE have a positive effect on sustainable clothing purchases, which are influenced by both optimism and pessimism.The influence of dispositional traits on Generation Z's intention to purchase sustainable clothing
Sofia Salvado Antunes, Cristela Maia Bairrada, Susana Garrido
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

Aim of this study is to examine how environmental concern and perceived consumer effectiveness (PCE) mediate the effect of consumer optimism and pessimism on Generation Z's intention to purchase sustainable clothes.

A survey was administered to 247 Gen Z students using a quantitative methodology. Structural equation modeling was used for hypothesis testing.

The examination of findings provides support for the idea that both optimism and pessimism have a direct impact on environmental concerns and perceived consumer effectiveness. Additionally, it reveals that environmental concerns and perceived consumer effectiveness play a positive role in influencing sustainable clothing purchases.

This study is one of the first marketing studies to explore the relationship between personality traits, environmental concerns and the intention to purchase sustainable clothing, providing insight into their relationship.

Some methodological limitations impact the contributions of this cross-sectional investigation. It only tested a few variables predicting the intention to purchase sustainable clothing.

This research provides decision-makers, including marketers, with insights on leveraging dispositional traits to increase consumers' purchase intention of sustainable clothing.

Environmental concerns and PCE have a positive effect on sustainable clothing purchases, which are influenced by both optimism and pessimism.

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The influence of dispositional traits on Generation Z's intention to purchase sustainable clothing10.1108/JFMM-03-2023-0073Journal of Fashion Marketing and Management2023-12-02© 2023 Emerald Publishing LimitedSofia Salvado AntunesCristela Maia BairradaSusana GarridoJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-12-0210.1108/JFMM-03-2023-0073https://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2023-0073/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Exploring consumer webrooming behaviour in the emerging fashion market: an integrated approach and forthcoming researchhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2023-0080/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of the study is to explore the role of affective commitment (AC) consumer empowerment on webrooming behaviour (WB) in a multichannel context of the fashion industry, with mediating (attitude [ATT]) and moderating (product involvement [PT]) effect. We used the stimulus– organism–responses theory as a theoretical underpinning. We collected 307 responses from fashionable consumer who was purposed fashion products recently through convenience sampling approach and analysed the data with structural equation modelling and PROCESS macro. The results illustrated that AC and consumer empowerment had a significant impact on consumer attitude and their WB. Likewise, consumer attitude had a positive mediating association between AC, consumer empowerment and WB. PI significantly moderated the relationship between ACs, consumer empowerment with attitude and attitude with WB. This study is one of the new research works of its kind, which examines the role of AC and consumer empowerment on WB in the fashion industry. This study contributes to the growing amount of literature on fashion marketing by analysing the rapidly growing phenomena of WB in a multichannel context of the fashion industry.Exploring consumer webrooming behaviour in the emerging fashion market: an integrated approach and forthcoming research
Rajendra Kumar Gopi, Rambabu Lavuri, K Francis Sudhakar
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of the study is to explore the role of affective commitment (AC) consumer empowerment on webrooming behaviour (WB) in a multichannel context of the fashion industry, with mediating (attitude [ATT]) and moderating (product involvement [PT]) effect. We used the stimulus– organism–responses theory as a theoretical underpinning.

We collected 307 responses from fashionable consumer who was purposed fashion products recently through convenience sampling approach and analysed the data with structural equation modelling and PROCESS macro.

The results illustrated that AC and consumer empowerment had a significant impact on consumer attitude and their WB. Likewise, consumer attitude had a positive mediating association between AC, consumer empowerment and WB. PI significantly moderated the relationship between ACs, consumer empowerment with attitude and attitude with WB.

This study is one of the new research works of its kind, which examines the role of AC and consumer empowerment on WB in the fashion industry. This study contributes to the growing amount of literature on fashion marketing by analysing the rapidly growing phenomena of WB in a multichannel context of the fashion industry.

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Exploring consumer webrooming behaviour in the emerging fashion market: an integrated approach and forthcoming research10.1108/JFMM-03-2023-0080Journal of Fashion Marketing and Management2023-12-21© 2023 Emerald Publishing LimitedRajendra Kumar GopiRambabu LavuriK Francis SudhakarJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-12-2110.1108/JFMM-03-2023-0080https://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2023-0080/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysishttps://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2023-0082/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study investigates the relationships between perceived scarcity, fear of missing out (FOMO) and impulse-buying tendencies (IBT) in the fast fashion context in both scarcity and non-scarcity conditions. Additionally, this study examines whether these relationships vary depending on the type of scarcity messages: limited-quantity scarcity (LQS) and limited-time scarcity (LTS). We used written scenarios, and each participant was assigned to one of the experimental or control groups for LQS and LTS conditions. Using a structural modeling approach, we tested the conceptual model and analyzed the data through SmartPLS version 4. We conducted mediating and multigroup (MGA) analysis. We found that perceived scarcity directly increases IBT and that FOMO partially mediates this relationship across all samples. The MGA findings also revealed that hypothesized relationships were not significantly different across LQS and LTS groups, suggesting that the effect of scarcity messages may be context specific. Previous studies have yielded mixed results on the effects of different scarcity messages on consumer behavior. This study contributes to the literature by providing evidence of the direct relationship between perceived scarcity, FOMO and impulse buying in the fast fashion context. The study supports the idea that the effect of different types of scarcity messages is context specific, suggesting that the relationship between scarcity perceptions and consumer behavior may vary depending on the product category and cultural context.The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysis
Hakan Cengiz, Mehmet Şenel
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study investigates the relationships between perceived scarcity, fear of missing out (FOMO) and impulse-buying tendencies (IBT) in the fast fashion context in both scarcity and non-scarcity conditions. Additionally, this study examines whether these relationships vary depending on the type of scarcity messages: limited-quantity scarcity (LQS) and limited-time scarcity (LTS).

We used written scenarios, and each participant was assigned to one of the experimental or control groups for LQS and LTS conditions. Using a structural modeling approach, we tested the conceptual model and analyzed the data through SmartPLS version 4. We conducted mediating and multigroup (MGA) analysis.

We found that perceived scarcity directly increases IBT and that FOMO partially mediates this relationship across all samples. The MGA findings also revealed that hypothesized relationships were not significantly different across LQS and LTS groups, suggesting that the effect of scarcity messages may be context specific.

Previous studies have yielded mixed results on the effects of different scarcity messages on consumer behavior. This study contributes to the literature by providing evidence of the direct relationship between perceived scarcity, FOMO and impulse buying in the fast fashion context. The study supports the idea that the effect of different types of scarcity messages is context specific, suggesting that the relationship between scarcity perceptions and consumer behavior may vary depending on the product category and cultural context.

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The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysis10.1108/JFMM-03-2023-0082Journal of Fashion Marketing and Management2023-08-22© 2023 Emerald Publishing LimitedHakan CengizMehmet ŞenelJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-08-2210.1108/JFMM-03-2023-0082https://www.emerald.com/insight/content/doi/10.1108/JFMM-03-2023-0082/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Millennial perceptions of private label and national brand apparelhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-04-2022-0085/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to use Q methodology to investigate Millennial perceptions toward private label or national brand apparel. Q methodology was chosen to identify factors, which correspond to patterns of perceptions prevalent among Millennials. Participants were supplied with 14 statements that they sorted into two Q sorts – One representing perceptions of private label and the other representing perceptions of national brands. The Q sorts were completed through Qualtrics and participants answered open-ended questions on the placement of each statement within each Q sort. Two factors emerged on private labels, highlighting patterns in price consciousness and uniqueness (acknowledged as patterns surrounding the desire for particular apparel characteristics). Three factors arose for national brand apparel, emphasizing the need for national brands to provide consumers with product security, quality and uniqueness (as identified through the unpreferred qualities national brands typically exhibit). This study illustrates the various viewpoints retailers must consider when marketing apparel to a specific target demographic. In addition, a single perception (uniqueness) was found to connect motivations, which led to the development of a model for future inquiry. Despite complete Q sorts and qualitative statements, participants' unfamiliarity with Q methodology and the sorting action of statements could be considered a limitation. The use of MTurk is also considered a limitation owing to the anonymity and possible deception of the workforce. Private label brand personality growth has many retailers expanding their brand portfolios. Based on the findings of this study, specific opportunities are highlighted for the expansion and marketing of private labels and brand labels based on specific perceptions of a broad Millennial cohort.Millennial perceptions of private label and national brand apparel
Katelyn Sorensen, Jennifer Johnson Jorgensen
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to use Q methodology to investigate Millennial perceptions toward private label or national brand apparel.

Q methodology was chosen to identify factors, which correspond to patterns of perceptions prevalent among Millennials. Participants were supplied with 14 statements that they sorted into two Q sorts – One representing perceptions of private label and the other representing perceptions of national brands. The Q sorts were completed through Qualtrics and participants answered open-ended questions on the placement of each statement within each Q sort.

Two factors emerged on private labels, highlighting patterns in price consciousness and uniqueness (acknowledged as patterns surrounding the desire for particular apparel characteristics). Three factors arose for national brand apparel, emphasizing the need for national brands to provide consumers with product security, quality and uniqueness (as identified through the unpreferred qualities national brands typically exhibit).

This study illustrates the various viewpoints retailers must consider when marketing apparel to a specific target demographic. In addition, a single perception (uniqueness) was found to connect motivations, which led to the development of a model for future inquiry.

Despite complete Q sorts and qualitative statements, participants' unfamiliarity with Q methodology and the sorting action of statements could be considered a limitation. The use of MTurk is also considered a limitation owing to the anonymity and possible deception of the workforce.

Private label brand personality growth has many retailers expanding their brand portfolios. Based on the findings of this study, specific opportunities are highlighted for the expansion and marketing of private labels and brand labels based on specific perceptions of a broad Millennial cohort.

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Millennial perceptions of private label and national brand apparel10.1108/JFMM-04-2022-0085Journal of Fashion Marketing and Management2023-11-15© 2023 Emerald Publishing LimitedKatelyn SorensenJennifer Johnson JorgensenJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-11-1510.1108/JFMM-04-2022-0085https://www.emerald.com/insight/content/doi/10.1108/JFMM-04-2022-0085/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Identifying critical resources for successful fashion startups in the USA: an exploratory studyhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-04-2023-0091/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestUsing resource-based theory and social cognitive theory, this study aimed to investigate crucial resources that new US fashion ventures need to survive the initial stage of business development. It also intended to discover the role and characteristics of founders that contribute to the success of a fashion business, as well as challenges and struggles that fashion entrepreneurs face. For the study, a qualitative research method with in-depth personal interviews was conducted. Participants were recruited through purposeful sampling methods. Using a grounded theory approach, we analyzed the approximately 308 pages of primary source data, transcribed from the records of the interviews. Findings were categorized into three major themes. First, financial resources and literacy, marketing, merchandising, as well as legal resources were identified as critical resources at the firm level. Second, at the individual level, four important human agency factors, including intentionality, forethought, reactiveness and reflectiveness were revealed as essential for the success of fashion entrepreneurs. Lastly, relationships and networks were highlighted at both firm and individual levels. This study contributes to the understanding of fashion entrepreneurship, an understudied area. The study identified critical resources for the success of fashion startups, especially during the initial business development process. The findings also emphasized the importance of human agency factors and networks at both firm and individual levels.Identifying critical resources for successful fashion startups in the USA: an exploratory study
Lizhu Yu Davis, Li Zhao, Dean Davis, Yuhui Liu
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

Using resource-based theory and social cognitive theory, this study aimed to investigate crucial resources that new US fashion ventures need to survive the initial stage of business development. It also intended to discover the role and characteristics of founders that contribute to the success of a fashion business, as well as challenges and struggles that fashion entrepreneurs face.

For the study, a qualitative research method with in-depth personal interviews was conducted. Participants were recruited through purposeful sampling methods. Using a grounded theory approach, we analyzed the approximately 308 pages of primary source data, transcribed from the records of the interviews.

Findings were categorized into three major themes. First, financial resources and literacy, marketing, merchandising, as well as legal resources were identified as critical resources at the firm level. Second, at the individual level, four important human agency factors, including intentionality, forethought, reactiveness and reflectiveness were revealed as essential for the success of fashion entrepreneurs. Lastly, relationships and networks were highlighted at both firm and individual levels.

This study contributes to the understanding of fashion entrepreneurship, an understudied area. The study identified critical resources for the success of fashion startups, especially during the initial business development process. The findings also emphasized the importance of human agency factors and networks at both firm and individual levels.

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Identifying critical resources for successful fashion startups in the USA: an exploratory study10.1108/JFMM-04-2023-0091Journal of Fashion Marketing and Management2024-01-04© 2023 Emerald Publishing LimitedLizhu Yu DavisLi ZhaoDean DavisYuhui LiuJournal of Fashion Marketing and Managementahead-of-printahead-of-print2024-01-0410.1108/JFMM-04-2023-0091https://www.emerald.com/insight/content/doi/10.1108/JFMM-04-2023-0091/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
What drives customers to use virtual fitting rooms? The moderating effect of fashion consciousnesshttps://www.emerald.com/insight/content/doi/10.1108/JFMM-04-2023-0099/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestDespite significant advances in previous work, there are still gaps in the research on customers' acceptance of virtual fitting rooms (VFRs). This research aims to highlight the effects of the characteristics of VFRs on the intention to use. Fashionable clothing shoppers in Harmony Shopping Plaza and Ginza Shopping Plaza in Jinan, China, were chosen as the main sample. A total of 304 valid questionnaires were collected using a questionnaire QR code, which was scanned to access the questionnaire. Structural equation modeling was used to test the relevant hypotheses. The results showed that customers' usage intention (UI) was positively associated with perceived efficiency, design and perceived security. Furthermore, the mediating effects of perceived ease of use and perceived usefulness were significant between design, vividness and UI. In contrast to existing research, which focuses primarily on the posterior effects of psychological perception and behavior, this paper focuses on the antecedents of customer psychological perceptions. This study also examines the moderating effect of fashion consciousness, which also provides reference value for future research. The findings of this paper provide practical guidance for the promotion of VFRs.What drives customers to use virtual fitting rooms? The moderating effect of fashion consciousness
Wenkun Zhang, Yanan Wang
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

Despite significant advances in previous work, there are still gaps in the research on customers' acceptance of virtual fitting rooms (VFRs). This research aims to highlight the effects of the characteristics of VFRs on the intention to use.

Fashionable clothing shoppers in Harmony Shopping Plaza and Ginza Shopping Plaza in Jinan, China, were chosen as the main sample. A total of 304 valid questionnaires were collected using a questionnaire QR code, which was scanned to access the questionnaire. Structural equation modeling was used to test the relevant hypotheses.

The results showed that customers' usage intention (UI) was positively associated with perceived efficiency, design and perceived security. Furthermore, the mediating effects of perceived ease of use and perceived usefulness were significant between design, vividness and UI.

In contrast to existing research, which focuses primarily on the posterior effects of psychological perception and behavior, this paper focuses on the antecedents of customer psychological perceptions. This study also examines the moderating effect of fashion consciousness, which also provides reference value for future research. The findings of this paper provide practical guidance for the promotion of VFRs.

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What drives customers to use virtual fitting rooms? The moderating effect of fashion consciousness10.1108/JFMM-04-2023-0099Journal of Fashion Marketing and Management2023-11-28© 2023 Emerald Publishing LimitedWenkun ZhangYanan WangJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-11-2810.1108/JFMM-04-2023-0099https://www.emerald.com/insight/content/doi/10.1108/JFMM-04-2023-0099/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
How brand loyalty and its marketing activities affect Japanese fashion companies' financial performancehttps://www.emerald.com/insight/content/doi/10.1108/JFMM-04-2023-0111/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestTo investigate (1) the relationship between young adults' behavioural brand loyalty (BBL) and Japanese fashion companies' financial performance (FP) and (2) FP improvement from the perspectives of social media brand engagement (BE) and loyalty programmes (LPs) by applying the complexity theory. A mixed methodology was employed by combining qualitative and quantitative approaches to examine the prediction of outcomes by various variables in a realistic context. The integrated model associated BE and LPs with BBL and FP, which are essential for fashion companies. We selected 14 fashion brands belonging to 14 publicly traded Japanese fashion companies and surveyed 183 Japanese consumers (aged 18–25 years) who chose these brands as their favourites, engaged with the brands and participated in LPs. The findings reveal the positive and negative effects of the variables (BE and LP) on the outcomes (short- and long-term FP). They offer marketing implications regarding brand strategy and financial improvement by considering various combinations of causal factors and complex situations, such as the fashion brands' and consumers' characteristics. Existing empirical studies consider consumers' symmetric reactions to the benefits and losses from variables (BE, LP and BBL) but do not realistically reveal the negative and positive effects on outcomes (FP). This study addresses this gap by applying the complexity theory and offers multiple solutions to target different consumer types to predict high FP.How brand loyalty and its marketing activities affect Japanese fashion companies' financial performance
Miao Miao, I. Go, Cui Linyuan, Kayo Ikeda, Hideho Numata
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

To investigate (1) the relationship between young adults' behavioural brand loyalty (BBL) and Japanese fashion companies' financial performance (FP) and (2) FP improvement from the perspectives of social media brand engagement (BE) and loyalty programmes (LPs) by applying the complexity theory.

A mixed methodology was employed by combining qualitative and quantitative approaches to examine the prediction of outcomes by various variables in a realistic context. The integrated model associated BE and LPs with BBL and FP, which are essential for fashion companies. We selected 14 fashion brands belonging to 14 publicly traded Japanese fashion companies and surveyed 183 Japanese consumers (aged 18–25 years) who chose these brands as their favourites, engaged with the brands and participated in LPs.

The findings reveal the positive and negative effects of the variables (BE and LP) on the outcomes (short- and long-term FP). They offer marketing implications regarding brand strategy and financial improvement by considering various combinations of causal factors and complex situations, such as the fashion brands' and consumers' characteristics.

Existing empirical studies consider consumers' symmetric reactions to the benefits and losses from variables (BE, LP and BBL) but do not realistically reveal the negative and positive effects on outcomes (FP). This study addresses this gap by applying the complexity theory and offers multiple solutions to target different consumer types to predict high FP.

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How brand loyalty and its marketing activities affect Japanese fashion companies' financial performance10.1108/JFMM-04-2023-0111Journal of Fashion Marketing and Management2024-01-04© 2023 Emerald Publishing LimitedMiao MiaoI. GoCui LinyuanKayo IkedaHideho NumataJournal of Fashion Marketing and Managementahead-of-printahead-of-print2024-01-0410.1108/JFMM-04-2023-0111https://www.emerald.com/insight/content/doi/10.1108/JFMM-04-2023-0111/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Understanding the impact of fashion app emotional attachment on consumer responses: the role of e-servicescape, customer experience and perceived value of online shoppinghttps://www.emerald.com/insight/content/doi/10.1108/JFMM-05-2023-0113/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe primary purpose of this study is to examine the relationship between conumers' emotional attachment towards fashion apps and positive behavioral outcomes, such as e-WoM and repurchase intention. The study also aims to explore how e-servicescape, customer experience and perceived value of online shopping influence this relationships. The study has used quantitative research methods to collect data from a sample of 484 consumers who had previous experience of purchasing using fashion apps. Data were collected from university students enrolled in university in Gujarat, India using an online self-administered questionnaire. The data are analyzed using structure equation modeling to determine the relationships between the variables under investigation. The results demonstrate relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM. The study found support for hypotheses 1, 2 and 3, highlighting the influence of e-servicescape, customer experience and perceived value of online shopping in developing emotional attachment with fashion apps. The study also confirmed hypotheses 5 and 6, which suggest that consumers who have a stronger emotional attachment to fashion apps are more likely to intend to repurchase fashion products and engage in positive electronic word-of-mouth behavior for fashion brands. In today's digital age, fashion apps are vital for fashion retailers to remain competitive and offer their customers a smooth and immersive shopping experience . Given the potential impact of fashion apps on the customer behavior, it is essential to investigate the relationship relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM in the context of fashion apps. The findings of the study are expected to contribute to the understanding of consumer behavior in the context of fashion apps and e-commerce more broadly. The results may also provide insights into how fashion retailers can improve their online presence and customer experiences to increase emotional attachment and positive behavioral outcomes. The results of this study have several implications for online retail managers and fashion app developers. The study provides strong support for the idea that the extent to which online customers feel emotionally attached to fashion apps is strongly related to their e-WoM and repurchase intention. Moreover, the results of the study suggest that online retailers who are looking to cultivate emotional connections with consumers through fashion apps should prioritize three key areas: e-servicescape, customer experience and perceived value of online shopping.Understanding the impact of fashion app emotional attachment on consumer responses: the role of e-servicescape, customer experience and perceived value of online shopping
Vipul V. Patel, Richa Pandit, Ramzan Sama
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The primary purpose of this study is to examine the relationship between conumers' emotional attachment towards fashion apps and positive behavioral outcomes, such as e-WoM and repurchase intention. The study also aims to explore how e-servicescape, customer experience and perceived value of online shopping influence this relationships.

The study has used quantitative research methods to collect data from a sample of 484 consumers who had previous experience of purchasing using fashion apps. Data were collected from university students enrolled in university in Gujarat, India using an online self-administered questionnaire. The data are analyzed using structure equation modeling to determine the relationships between the variables under investigation.

The results demonstrate relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM. The study found support for hypotheses 1, 2 and 3, highlighting the influence of e-servicescape, customer experience and perceived value of online shopping in developing emotional attachment with fashion apps. The study also confirmed hypotheses 5 and 6, which suggest that consumers who have a stronger emotional attachment to fashion apps are more likely to intend to repurchase fashion products and engage in positive electronic word-of-mouth behavior for fashion brands.

In today's digital age, fashion apps are vital for fashion retailers to remain competitive and offer their customers a smooth and immersive shopping experience . Given the potential impact of fashion apps on the customer behavior, it is essential to investigate the relationship relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM in the context of fashion apps. The findings of the study are expected to contribute to the understanding of consumer behavior in the context of fashion apps and e-commerce more broadly. The results may also provide insights into how fashion retailers can improve their online presence and customer experiences to increase emotional attachment and positive behavioral outcomes.

The results of this study have several implications for online retail managers and fashion app developers. The study provides strong support for the idea that the extent to which online customers feel emotionally attached to fashion apps is strongly related to their e-WoM and repurchase intention. Moreover, the results of the study suggest that online retailers who are looking to cultivate emotional connections with consumers through fashion apps should prioritize three key areas: e-servicescape, customer experience and perceived value of online shopping.

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Understanding the impact of fashion app emotional attachment on consumer responses: the role of e-servicescape, customer experience and perceived value of online shopping10.1108/JFMM-05-2023-0113Journal of Fashion Marketing and Management2023-11-09© 2023 Emerald Publishing LimitedVipul V. PatelRicha PanditRamzan SamaJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-11-0910.1108/JFMM-05-2023-0113https://www.emerald.com/insight/content/doi/10.1108/JFMM-05-2023-0113/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The role of regulatory focus in consumers' adoption of virtual fitting rooms (VFRs)https://www.emerald.com/insight/content/doi/10.1108/JFMM-06-2023-0141/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestDespite the potential of virtual fitting rooms (VFRs) to enhance the consumer experience, their adoption is in the preliminary stages. Little is known about inherent reasons why consumers would adopt VFRs. As consumers' attributional processes can be influenced by their enduring chronic traits, this study aims to investigate the influence of chronic regulatory focus on consumers' VFR adoptions via consumers' perceptions of value provided by VFRs. Additionally, the mediating effects of perceived functional and experiential values were examined. Further, the moderating effect of prior VFR experience was tested to allow for variations in consumer experiences. Data were collected via an online survey of 480 consumers who have at least heard of VFRs via convenience sampling. Established measures were utilized to develop the survey questionnaire. Data were analysed using structural equation modelling to test the main model with mediation effects as well as multi-group comparisons to test the moderating effect. Empirical results revealed that respective chronic regulatory foci, as preconceived factors that drive consumers' differences in processing, exerted significant influences on consumers' perceptions of VFRs, which, in turn, positively influenced their adoption intention. Also, perceived values mediated the relationship between regulatory foci and consumers' adoption intention. Further, prior VFR experience moderated the relationship between regulatory focus and perceived value. The paper empirically tested the importance of chronic regulatory foci in understanding consumers' cognitive and affective attributional processes, explaining inherent psychological reasons why consumers would (not) adopt VFRs.The role of regulatory focus in consumers' adoption of virtual fitting rooms (VFRs)
Hanna Lee, Yingjiao Xu, Anne Porterfield
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

Despite the potential of virtual fitting rooms (VFRs) to enhance the consumer experience, their adoption is in the preliminary stages. Little is known about inherent reasons why consumers would adopt VFRs. As consumers' attributional processes can be influenced by their enduring chronic traits, this study aims to investigate the influence of chronic regulatory focus on consumers' VFR adoptions via consumers' perceptions of value provided by VFRs. Additionally, the mediating effects of perceived functional and experiential values were examined. Further, the moderating effect of prior VFR experience was tested to allow for variations in consumer experiences.

Data were collected via an online survey of 480 consumers who have at least heard of VFRs via convenience sampling. Established measures were utilized to develop the survey questionnaire. Data were analysed using structural equation modelling to test the main model with mediation effects as well as multi-group comparisons to test the moderating effect.

Empirical results revealed that respective chronic regulatory foci, as preconceived factors that drive consumers' differences in processing, exerted significant influences on consumers' perceptions of VFRs, which, in turn, positively influenced their adoption intention. Also, perceived values mediated the relationship between regulatory foci and consumers' adoption intention. Further, prior VFR experience moderated the relationship between regulatory focus and perceived value.

The paper empirically tested the importance of chronic regulatory foci in understanding consumers' cognitive and affective attributional processes, explaining inherent psychological reasons why consumers would (not) adopt VFRs.

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The role of regulatory focus in consumers' adoption of virtual fitting rooms (VFRs)10.1108/JFMM-06-2023-0141Journal of Fashion Marketing and Management2024-01-30© 2024 Emerald Publishing LimitedHanna LeeYingjiao XuAnne PorterfieldJournal of Fashion Marketing and Managementahead-of-printahead-of-print2024-01-3010.1108/JFMM-06-2023-0141https://www.emerald.com/insight/content/doi/10.1108/JFMM-06-2023-0141/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Understanding the relationship between the material self, belief in brand essence and luxury fashion rentalhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-06-2023-0149/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestWith the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material self-framework. We propose that consumers adopt luxury fashion rentals to construct and manage the personal and social aspects of the material self and that their belief in brand essence facilitates the mechanism. A total of 296 responses of US female participants collected from Cloudresearch were analyzed to test the relationships between constructs in the proposed model. The results, using structural equation modeling analysis, supported the expected relationships. Specifically, whereas the social material self directly increased adoption intention, the personal material self indirectly increased such intention via the belief that rented luxury items preserve brand essence. Our findings advance the literature by showing how the self is constructed and managed in collaborative luxury fashion consumption, from self-identity perspective. The current research reveals the important roles of two aspects of material self that respectively contribute to consumers' adoption of luxury fashion rentals. This study empirically tests the material self theory in the context of luxury fashion rental and demonstrates the processes of how consumers regard a luxury fashion rental as a tool to construct their identity. This study not only validates the two-structure model of material self (social and personal), but also incorporate the role of brand essence in revealing how the two facets of material self differently facilitate luxury fashion rental adoption.Understanding the relationship between the material self, belief in brand essence and luxury fashion rental
Eunsoo Baek, Eujin Park, Ga-eun (Grace) Oh
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

With the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material self-framework. We propose that consumers adopt luxury fashion rentals to construct and manage the personal and social aspects of the material self and that their belief in brand essence facilitates the mechanism.

A total of 296 responses of US female participants collected from Cloudresearch were analyzed to test the relationships between constructs in the proposed model.

The results, using structural equation modeling analysis, supported the expected relationships. Specifically, whereas the social material self directly increased adoption intention, the personal material self indirectly increased such intention via the belief that rented luxury items preserve brand essence.

Our findings advance the literature by showing how the self is constructed and managed in collaborative luxury fashion consumption, from self-identity perspective. The current research reveals the important roles of two aspects of material self that respectively contribute to consumers' adoption of luxury fashion rentals.

This study empirically tests the material self theory in the context of luxury fashion rental and demonstrates the processes of how consumers regard a luxury fashion rental as a tool to construct their identity. This study not only validates the two-structure model of material self (social and personal), but also incorporate the role of brand essence in revealing how the two facets of material self differently facilitate luxury fashion rental adoption.

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Understanding the relationship between the material self, belief in brand essence and luxury fashion rental10.1108/JFMM-06-2023-0149Journal of Fashion Marketing and Management2023-11-03© 2023 Emerald Publishing LimitedEunsoo BaekEujin ParkGa-eun (Grace) OhJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-11-0310.1108/JFMM-06-2023-0149https://www.emerald.com/insight/content/doi/10.1108/JFMM-06-2023-0149/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Exploring the psychological benefits of green apparel and its influence on attitude, intention and behavior among Generation Z: a serial multiple mediation study applying the stimulus–organism–response modelhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-06-2023-0161/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple mediation model. Data were collected from 250 Lithuanians using a standardized questionnaire. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling. The findings revealed utilitarian environmental benefits and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial as serial mediators between green psychological benefits and green apparel purchase behavior. These findings provide valuable insights for policymakers in Lithuania and highlight the importance of emphasizing the psychological benefits to encourage the purchase of green apparel. Moreover, policymakers and marketers should design apparel products that appeal to Gen Z, promoting green apparel adoption. By leveraging the stimulus–organism–response (S-O-R) theory, this research contributes to understanding pro-environmental behavior. It bridges the gap between attitudes, intentions and actual behavior in sustainable fashion research.Exploring the psychological benefits of green apparel and its influence on attitude, intention and behavior among Generation Z: a serial multiple mediation study applying the stimulus–organism–response model
Aušra Rūtelionė, Muhammad Yaseen Bhutto
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple mediation model.

Data were collected from 250 Lithuanians using a standardized questionnaire. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling.

The findings revealed utilitarian environmental benefits and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial as serial mediators between green psychological benefits and green apparel purchase behavior.

These findings provide valuable insights for policymakers in Lithuania and highlight the importance of emphasizing the psychological benefits to encourage the purchase of green apparel. Moreover, policymakers and marketers should design apparel products that appeal to Gen Z, promoting green apparel adoption. By leveraging the stimulus–organism–response (S-O-R) theory, this research contributes to understanding pro-environmental behavior. It bridges the gap between attitudes, intentions and actual behavior in sustainable fashion research.

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Exploring the psychological benefits of green apparel and its influence on attitude, intention and behavior among Generation Z: a serial multiple mediation study applying the stimulus–organism–response model10.1108/JFMM-06-2023-0161Journal of Fashion Marketing and Management2024-01-30© 2024 Emerald Publishing LimitedAušra RūtelionėMuhammad Yaseen BhuttoJournal of Fashion Marketing and Managementahead-of-printahead-of-print2024-01-3010.1108/JFMM-06-2023-0161https://www.emerald.com/insight/content/doi/10.1108/JFMM-06-2023-0161/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Small-series supply network configuration priorities and challenges in the EU textile and apparel industryhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2021-0173/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestTechnology and market pressures are encouraging localized and small-series production in customer-driven industries. The purpose of this paper is to explore and understand the supply chain-, product- and process-design factors for small-series production in EU’s textile and apparel industry, to understand configuration decisions, priorities and challenges. An interview study was undertaken with ten companies that represent diverse small-series production models and value chain roles. Interview data was analysed to identify supply network configuration characteristics, decision priorities and challenges. Three small-series production models emerged from the analysis, differing with respect to adoption of process postponement and customization. The findings confirm and extend past research regarding diverse decision priorities and product, process, supply chain structure/relationship configurations. Challenges identified relate to planning (priorities) and implementation (configuration). Whereas competence availability and digital technology challenges are common, several difficulties are linked to production model like tensions related to priorities and small volumes, which are not found with customization. Future research can make comparisons with other industry and location contexts; adopt dynamic approaches to distinguish between design and reconfiguration processes; and address indicated paradoxical-tensions. The study findings can provide guidance for companies regarding identification of priorities and management of (planning/implementation) challenges impacting small-series production in T&A. The paper brings a configuration perspective at the supply chain level to the problem of small-series production implementation, which demands holistic and context-specific understanding.Small-series supply network configuration priorities and challenges in the EU textile and apparel industry
Sara Harper, Rudrajeet Pal
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

Technology and market pressures are encouraging localized and small-series production in customer-driven industries. The purpose of this paper is to explore and understand the supply chain-, product- and process-design factors for small-series production in EU’s textile and apparel industry, to understand configuration decisions, priorities and challenges.

An interview study was undertaken with ten companies that represent diverse small-series production models and value chain roles. Interview data was analysed to identify supply network configuration characteristics, decision priorities and challenges.

Three small-series production models emerged from the analysis, differing with respect to adoption of process postponement and customization. The findings confirm and extend past research regarding diverse decision priorities and product, process, supply chain structure/relationship configurations. Challenges identified relate to planning (priorities) and implementation (configuration). Whereas competence availability and digital technology challenges are common, several difficulties are linked to production model like tensions related to priorities and small volumes, which are not found with customization.

Future research can make comparisons with other industry and location contexts; adopt dynamic approaches to distinguish between design and reconfiguration processes; and address indicated paradoxical-tensions.

The study findings can provide guidance for companies regarding identification of priorities and management of (planning/implementation) challenges impacting small-series production in T&A.

The paper brings a configuration perspective at the supply chain level to the problem of small-series production implementation, which demands holistic and context-specific understanding.

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Small-series supply network configuration priorities and challenges in the EU textile and apparel industry10.1108/JFMM-07-2021-0173Journal of Fashion Marketing and Management2022-05-10© 2022 Sara Harper and Rudrajeet PalSara HarperRudrajeet PalJournal of Fashion Marketing and Managementahead-of-printahead-of-print2022-05-1010.1108/JFMM-07-2021-0173https://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2021-0173/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2022 Sara Harper and Rudrajeet Palhttp://creativecommons.org/licences/by/4.0/legalcode
Handmade clothing consumption as a means of self-expressionhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2021-0175/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of mouth. Using a descriptive research design, data were collected from 295 respondents in South Africa who posted about fashion on social media and who had bought handmade clothing in the 6 months prior to data collection. Structural equation modelling was used to examine the interrelationships between consumers' self-expression, brand love and word of mouth. Brand love intervenes between consumers' self-brand connections and word of mouth about handmade clothing. More specifically, brand love strengthens positive word of mouth online and mitigates negative word-of-mouth intentions following a handmade clothing product failure scenario. The study enlightens scholarly understanding of consumers' self-expression motivations for using ready-made handmade clothing that results in brand love and positive word of mouth. Handmade clothing marketers who tap into consumers' self-expression and who can establish brand love among consumers can similarly create beneficial consumer–brand relationships. Consumers often use handmade clothing for the purpose of self-expression, which provides subsequent spin-offs for brands in the form of brand love and positive word of mouth. Objective self-awareness theory provides a parsimonious lens to reveal the important role that brand love plays as a mechanism to explain the linkage of consumers' self-brand connections to word of mouth about handmade clothing.Handmade clothing consumption as a means of self-expression
Liezl-Marié van der Westhuizen, Stefanie Wilhelmina Kuhn
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of mouth.

Using a descriptive research design, data were collected from 295 respondents in South Africa who posted about fashion on social media and who had bought handmade clothing in the 6 months prior to data collection. Structural equation modelling was used to examine the interrelationships between consumers' self-expression, brand love and word of mouth.

Brand love intervenes between consumers' self-brand connections and word of mouth about handmade clothing. More specifically, brand love strengthens positive word of mouth online and mitigates negative word-of-mouth intentions following a handmade clothing product failure scenario.

The study enlightens scholarly understanding of consumers' self-expression motivations for using ready-made handmade clothing that results in brand love and positive word of mouth.

Handmade clothing marketers who tap into consumers' self-expression and who can establish brand love among consumers can similarly create beneficial consumer–brand relationships.

Consumers often use handmade clothing for the purpose of self-expression, which provides subsequent spin-offs for brands in the form of brand love and positive word of mouth. Objective self-awareness theory provides a parsimonious lens to reveal the important role that brand love plays as a mechanism to explain the linkage of consumers' self-brand connections to word of mouth about handmade clothing.

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Handmade clothing consumption as a means of self-expression10.1108/JFMM-07-2021-0175Journal of Fashion Marketing and Management2023-02-02© 2022 van der Westhuizen Liezl-Marié and Kuhn Stefanie Wilhelmina WilhelminaLiezl-Marié van der WesthuizenStefanie Wilhelmina KuhnJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-02-0210.1108/JFMM-07-2021-0175https://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2021-0175/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2022 van der Westhuizen Liezl-Marié and Kuhn Stefanie Wilhelmina Wilhelmina
Do cosmopolitans care about the world? The effect of cosmopolitanism on the consumption of sustainable apparelhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2022-0143/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior. A total of 469 US responses collected using MTurk were retained for the analysis after screening for unengaged responses. Structural equation modeling was used to confirm the factor structure of the measurement model and to analyze the structural model. A two-step cluster analysis using log-likelihood distance measure and Akaike's Information Criterion was conducted to explore consumer profiles and past behavior. Based on the model results, CCO positively impacts apparel sustainability knowledge, attitude toward purchasing sustainable apparel, perceived norm and sustainable apparel purchase intention. Attitude and perceived norm also impact sustainable purchase intention. The two-step cluster analysis, based mainly on sustainable past behavior, reveals that the group of sustainability engaged consumers knows more about apparel sustainability, has a stronger intention to purchase sustainable apparel, is more cosmopolitan and shows a higher tendency to follow social norms. Consumers in this group also tend to live in metropolitan areas and are slightly younger than unengaged consumers. This study expands CCO research linking two major trends in society and industry: cosmopolitanism and sustainable apparel consumer behavior. The study reveals that CCO uplifts consumers' sustainable behavior and provides evidence in support of CCO as a driver of sustainable consumer behavior. Moreover, results imply a positive future outlook for the diffusion of sustainable apparel, as well as a much-needed mainstream consumer adhesion to more sustainable lifestyles. Given the repercussions of the findings, this research has numerous theoretical as well practical implications.Do cosmopolitans care about the world? The effect of cosmopolitanism on the consumption of sustainable apparel
Maria S. Soledad Gil, Jin Su, Kittichai Watchravesringkan, Vasyl Taras
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior.

A total of 469 US responses collected using MTurk were retained for the analysis after screening for unengaged responses. Structural equation modeling was used to confirm the factor structure of the measurement model and to analyze the structural model. A two-step cluster analysis using log-likelihood distance measure and Akaike's Information Criterion was conducted to explore consumer profiles and past behavior.

Based on the model results, CCO positively impacts apparel sustainability knowledge, attitude toward purchasing sustainable apparel, perceived norm and sustainable apparel purchase intention. Attitude and perceived norm also impact sustainable purchase intention. The two-step cluster analysis, based mainly on sustainable past behavior, reveals that the group of sustainability engaged consumers knows more about apparel sustainability, has a stronger intention to purchase sustainable apparel, is more cosmopolitan and shows a higher tendency to follow social norms. Consumers in this group also tend to live in metropolitan areas and are slightly younger than unengaged consumers.

This study expands CCO research linking two major trends in society and industry: cosmopolitanism and sustainable apparel consumer behavior. The study reveals that CCO uplifts consumers' sustainable behavior and provides evidence in support of CCO as a driver of sustainable consumer behavior. Moreover, results imply a positive future outlook for the diffusion of sustainable apparel, as well as a much-needed mainstream consumer adhesion to more sustainable lifestyles. Given the repercussions of the findings, this research has numerous theoretical as well practical implications.

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Do cosmopolitans care about the world? The effect of cosmopolitanism on the consumption of sustainable apparel10.1108/JFMM-07-2022-0143Journal of Fashion Marketing and Management2023-10-24© 2023 Emerald Publishing LimitedMaria S. Soledad GilJin SuKittichai WatchravesringkanVasyl TarasJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-10-2410.1108/JFMM-07-2022-0143https://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2022-0143/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Why do and why don't consumers use fashion rental services? A consumption value perspectivehttps://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2023-0168/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe study utilized the consumption value theory to explore the motivational factors that define and differentiate the users and nonusers of fashion rental services A focus group was conducted to generate an initial list of measurement items. These items were refined through a pretest and then used in a self-administered online questionnaire to collect data from a total of 300 users and 300 nonusers. The collected data were analyzed using factor analysis to identify the factors that define users and nonusers. A MANOVA was then conducted to explore the differences in the identified factors between users and nonusers. Using factor analysis, nine factors were extracted across the five consumption values (functional, social, emotional, conditional and epistemic). MANOVA revealed a significant difference between users and nonusers across all factors. Further analyses suggested that the most differentiating factors are two emotional value factors and one social value factor. Despite existing studies of fashion rental services, it is debatable whether the phenomenon is fully understood since previous studies primarily focus on consumers who engage in fashion renting services – there is a lack of focus on nonusers. This study provides unique contributions by exploring the phenomenon from both the user's and the nonuser's perspective.Why do and why don't consumers use fashion rental services? A consumption value perspective
Heeju Noe, Jonghan Hyun
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The study utilized the consumption value theory to explore the motivational factors that define and differentiate the users and nonusers of fashion rental services

A focus group was conducted to generate an initial list of measurement items. These items were refined through a pretest and then used in a self-administered online questionnaire to collect data from a total of 300 users and 300 nonusers. The collected data were analyzed using factor analysis to identify the factors that define users and nonusers. A MANOVA was then conducted to explore the differences in the identified factors between users and nonusers.

Using factor analysis, nine factors were extracted across the five consumption values (functional, social, emotional, conditional and epistemic). MANOVA revealed a significant difference between users and nonusers across all factors. Further analyses suggested that the most differentiating factors are two emotional value factors and one social value factor.

Despite existing studies of fashion rental services, it is debatable whether the phenomenon is fully understood since previous studies primarily focus on consumers who engage in fashion renting services – there is a lack of focus on nonusers. This study provides unique contributions by exploring the phenomenon from both the user's and the nonuser's perspective.

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Why do and why don't consumers use fashion rental services? A consumption value perspective10.1108/JFMM-07-2023-0168Journal of Fashion Marketing and Management2023-10-14© 2023 Emerald Publishing LimitedHeeju NoeJonghan HyunJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-10-1410.1108/JFMM-07-2023-0168https://www.emerald.com/insight/content/doi/10.1108/JFMM-07-2023-0168/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Impact of sex in luxury fashion advertisements on brand attractiveness and identificationhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2022-0181/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States. A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). IBM SPSS Statistics was used to analyze the data which included descriptive statistics and a two-way multivariate analysis of variance followed by an analysis of variance. The results indicated that less sexuality in luxury advertisements was better in generating attractiveness to and identification with the brand. The advertisements with models fully clothed were rated highest on brand attractiveness and identification. These relationships were statistically significant among groups of men and women. These findings are important to scholars and marketers of luxury brands as sexuality in luxury brands continues to increase and becomes more provocative, as well as socially conscious.Impact of sex in luxury fashion advertisements on brand attractiveness and identification
Alyssa Dana Adomaitis, Diana Saiki, Juan del Pozo Severino
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.

A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). IBM SPSS Statistics was used to analyze the data which included descriptive statistics and a two-way multivariate analysis of variance followed by an analysis of variance.

The results indicated that less sexuality in luxury advertisements was better in generating attractiveness to and identification with the brand. The advertisements with models fully clothed were rated highest on brand attractiveness and identification. These relationships were statistically significant among groups of men and women.

These findings are important to scholars and marketers of luxury brands as sexuality in luxury brands continues to increase and becomes more provocative, as well as socially conscious.

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Impact of sex in luxury fashion advertisements on brand attractiveness and identification10.1108/JFMM-08-2022-0181Journal of Fashion Marketing and Management2023-09-01© 2023 Emerald Publishing LimitedAlyssa Dana AdomaitisDiana SaikiJuan del Pozo SeverinoJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-09-0110.1108/JFMM-08-2022-0181https://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2022-0181/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Who still shops at omnichannel fashion department stores? An analysis of generational cohorts and intent to purchasehttps://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2022-0182/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestWhile today's customer steadily adapts to various modes of shopping, their beliefs around fluency through each shopping channel, and personal factors such as income level, can impact their intention to patronage or purchase from omnichannel department stores. Hence, this study analysed the customers of omnichannel fashion department stores, using perceived fluency and income as indirect factors that help understand customers' patronage intention and purchase intention. The overarching framework for this research is the theory of reasoned action, in which patronage and purchase intentions represent the specific likelihood-of-performance behaviours. A Seemingly Unrelated Regression model was empirically used to analyse the relationships between generational cohorts, income, and perceived channel fluency and the behaviours that lead to patronage intention and purchase intention. Researchers conducted a survey among 552 omnichannel fashion department store consumers to examine today's retail environment. The results of this study suggest that (1) consumers between the ages of 50 and 69 years, including older Generation X and younger Baby Boomers, who earn between $60,000 and $79,999 in annual salary show a significantly positive relationship with both patronage and purchase intentions through perceived fluency and (2) consumers between the ages of 38 and 49 years, including older Millennials and younger Generation X, who earn between $80,000 and $99,999 in annual salary show a significantly positive relationship with purchase intention through perceived fluency This study analyses correlations between a generational cohort, perceived fluency as moderated by income and the relationship between these variables and customers' patronage and purchase intentions, which has not been studied before.Who still shops at omnichannel fashion department stores? An analysis of generational cohorts and intent to purchase
Cydni Meredith Robertson, Caroline Kopot
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

While today's customer steadily adapts to various modes of shopping, their beliefs around fluency through each shopping channel, and personal factors such as income level, can impact their intention to patronage or purchase from omnichannel department stores. Hence, this study analysed the customers of omnichannel fashion department stores, using perceived fluency and income as indirect factors that help understand customers' patronage intention and purchase intention.

The overarching framework for this research is the theory of reasoned action, in which patronage and purchase intentions represent the specific likelihood-of-performance behaviours. A Seemingly Unrelated Regression model was empirically used to analyse the relationships between generational cohorts, income, and perceived channel fluency and the behaviours that lead to patronage intention and purchase intention. Researchers conducted a survey among 552 omnichannel fashion department store consumers to examine today's retail environment.

The results of this study suggest that (1) consumers between the ages of 50 and 69 years, including older Generation X and younger Baby Boomers, who earn between $60,000 and $79,999 in annual salary show a significantly positive relationship with both patronage and purchase intentions through perceived fluency and (2) consumers between the ages of 38 and 49 years, including older Millennials and younger Generation X, who earn between $80,000 and $99,999 in annual salary show a significantly positive relationship with purchase intention through perceived fluency

This study analyses correlations between a generational cohort, perceived fluency as moderated by income and the relationship between these variables and customers' patronage and purchase intentions, which has not been studied before.

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Who still shops at omnichannel fashion department stores? An analysis of generational cohorts and intent to purchase10.1108/JFMM-08-2022-0182Journal of Fashion Marketing and Management2023-10-16© 2023 Emerald Publishing LimitedCydni Meredith RobertsonCaroline KopotJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-10-1610.1108/JFMM-08-2022-0182https://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2022-0182/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The effect of digital fashion visual symbol perception on consumer repurchase intention: a moderated chain mediation modelhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2023-0202/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe study aims to explore how fashion visual symbols influence consumers' inclination for repurchasing. It attempts to investigate the intricate interplay among three essential variables (social presence, collective excitement and cultural identification) from the perspective of Interaction Ritual Chains theory. Meanwhile, an attempt is made to reveal the underlying patterns in these relationships, fully harnessing the positive impact of fashion brand visual symbols in brand marketing. This study employs a quantitative research methodology, administering an online survey in China, from which 381 valid responses were collected by simple random sampling. The acquired data were subjected to structural equation model and hypotheses testing. The analysis reveals that heightened visual symbol perception significantly strengthens consumers' social presence, consequently elevating the probability of collective excitement. This establishes a mediated chain model, reinforcing repurchase intention. Additionally, the moderation effect analysis indicates that cultural identification negatively moderates both direct paths in the mediated chain model, with particularly pronounced effects for low cultural identification. This study establishes a closed-loop system in fashion brand product marketing, continuously enhancing the intimacy and interactive willingness between consumers, as well as between consumers and the brand. The objective is to increase brand repurchase rates. Additionally, the research provides valuable recommendations and strategies for fashion brands to adapt to Chinese consumer demands, strengthen emotional attachment between consumers and the brand, and achieve sustainable development in the realm of fashion consumption.The effect of digital fashion visual symbol perception on consumer repurchase intention: a moderated chain mediation model
Tongtong Yan, Jing Wu, Hu Meng
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The study aims to explore how fashion visual symbols influence consumers' inclination for repurchasing. It attempts to investigate the intricate interplay among three essential variables (social presence, collective excitement and cultural identification) from the perspective of Interaction Ritual Chains theory. Meanwhile, an attempt is made to reveal the underlying patterns in these relationships, fully harnessing the positive impact of fashion brand visual symbols in brand marketing.

This study employs a quantitative research methodology, administering an online survey in China, from which 381 valid responses were collected by simple random sampling. The acquired data were subjected to structural equation model and hypotheses testing.

The analysis reveals that heightened visual symbol perception significantly strengthens consumers' social presence, consequently elevating the probability of collective excitement. This establishes a mediated chain model, reinforcing repurchase intention. Additionally, the moderation effect analysis indicates that cultural identification negatively moderates both direct paths in the mediated chain model, with particularly pronounced effects for low cultural identification.

This study establishes a closed-loop system in fashion brand product marketing, continuously enhancing the intimacy and interactive willingness between consumers, as well as between consumers and the brand. The objective is to increase brand repurchase rates. Additionally, the research provides valuable recommendations and strategies for fashion brands to adapt to Chinese consumer demands, strengthen emotional attachment between consumers and the brand, and achieve sustainable development in the realm of fashion consumption.

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The effect of digital fashion visual symbol perception on consumer repurchase intention: a moderated chain mediation model10.1108/JFMM-08-2023-0202Journal of Fashion Marketing and Management2023-11-09© 2023 Emerald Publishing LimitedTongtong YanJing WuHu MengJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-11-0910.1108/JFMM-08-2023-0202https://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2023-0202/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Trend tracking tools for the fashion industry: the impact of social mediahttps://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2023-0215/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper seeks to demonstrate the value of using social media to capture fashion trends, including the popularity of specific features of clothing, in order to improve the speed and accuracy of supply chain response in the era of fast fashion. This study examines the role that text mining can play to improve trend recognition in the fashion industry. Researchers used n-gram analysis to design a social media trend detection tool referred to here as the Twitter Trend Tool (3Ts). This tool was applied to a Twitter dataset to identify trends whose validity was then checked against Google Trends. The results suggest that Twitter data are trend representative and can be used to identify the apparel features that are most in demand in near real time. The 3Ts introduced in this research contributes to the field of fashion analytics by offering a novel method for employing big data from social media to identify consumer preferences in fashion elements and analyzes consumer preferences to improve demand planning. The 3Ts improves forecasting models and helps inform marketing campaigns in the apparel retail industry, especially in fast fashion.Trend tracking tools for the fashion industry: the impact of social media
Alex Rudniy, Olena Rudna, Arim Park
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper seeks to demonstrate the value of using social media to capture fashion trends, including the popularity of specific features of clothing, in order to improve the speed and accuracy of supply chain response in the era of fast fashion.

This study examines the role that text mining can play to improve trend recognition in the fashion industry. Researchers used n-gram analysis to design a social media trend detection tool referred to here as the Twitter Trend Tool (3Ts). This tool was applied to a Twitter dataset to identify trends whose validity was then checked against Google Trends.

The results suggest that Twitter data are trend representative and can be used to identify the apparel features that are most in demand in near real time.

The 3Ts introduced in this research contributes to the field of fashion analytics by offering a novel method for employing big data from social media to identify consumer preferences in fashion elements and analyzes consumer preferences to improve demand planning.

The 3Ts improves forecasting models and helps inform marketing campaigns in the apparel retail industry, especially in fast fashion.

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Trend tracking tools for the fashion industry: the impact of social media10.1108/JFMM-08-2023-0215Journal of Fashion Marketing and Management2023-10-21© 2023 Emerald Publishing LimitedAlex RudniyOlena RudnaArim ParkJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-10-2110.1108/JFMM-08-2023-0215https://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2023-0215/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The impact of servitization on perceived quality, purchase intentions and recommendation intentions in the ready-to-wear sectorhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-09-2022-0198/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study examines the impact of servitization in the form of repair and maintenance services on consumers' quality perceptions, purchase intentions and recommendation intentions while considering consumer frugality as a moderator in the retail ready-to-wear sector. A quantitative approach based on consumer research was pursued. Study 1 tested the research model using a fictitious ready-to-wear brand within an experimental design. To increase the generalizability of results, Study 2 retested the model with a well-known ready-to-wear brand. For both studies, regression, mediation and moderation analyses were conducted in SPSS. Both studies showed that servitization positively influences perceived quality. Servitization positively affects purchase intentions and recommendation intentions indirectly via the mediating role of perceived quality. Frugality moderates the relationship between servitization and perceived quality for the fictitious brand (Study 1), whereas it is not significant for a well-known ready-to-wear brand (Study 2). Servitization positively influences perceived quality regardless of consumers' frugality levels for a stronger brand. This study suggests and tests an original conceptual model that relies on signaling theory. It is among the first studies to examine the impact of servitization on retail fashion consumers' quality perceptions and consequent purchase and recommendation intentions. This study also contributes to the literature by presenting empirical findings based on consumer research on servitization while considering frugality as a moderator. Bundling products with additional services can contribute to quality perceptions and consequently to purchase and recommendation intentions for ready-to-wear brands.The impact of servitization on perceived quality, purchase intentions and recommendation intentions in the ready-to-wear sector
Petek Tosun, Gökhan Tosun
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study examines the impact of servitization in the form of repair and maintenance services on consumers' quality perceptions, purchase intentions and recommendation intentions while considering consumer frugality as a moderator in the retail ready-to-wear sector.

A quantitative approach based on consumer research was pursued. Study 1 tested the research model using a fictitious ready-to-wear brand within an experimental design. To increase the generalizability of results, Study 2 retested the model with a well-known ready-to-wear brand. For both studies, regression, mediation and moderation analyses were conducted in SPSS.

Both studies showed that servitization positively influences perceived quality. Servitization positively affects purchase intentions and recommendation intentions indirectly via the mediating role of perceived quality. Frugality moderates the relationship between servitization and perceived quality for the fictitious brand (Study 1), whereas it is not significant for a well-known ready-to-wear brand (Study 2). Servitization positively influences perceived quality regardless of consumers' frugality levels for a stronger brand.

This study suggests and tests an original conceptual model that relies on signaling theory. It is among the first studies to examine the impact of servitization on retail fashion consumers' quality perceptions and consequent purchase and recommendation intentions. This study also contributes to the literature by presenting empirical findings based on consumer research on servitization while considering frugality as a moderator.

Bundling products with additional services can contribute to quality perceptions and consequently to purchase and recommendation intentions for ready-to-wear brands.

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The impact of servitization on perceived quality, purchase intentions and recommendation intentions in the ready-to-wear sector10.1108/JFMM-09-2022-0198Journal of Fashion Marketing and Management2023-09-14© 2023 Emerald Publishing LimitedPetek TosunGökhan TosunJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-09-1410.1108/JFMM-09-2022-0198https://www.emerald.com/insight/content/doi/10.1108/JFMM-09-2022-0198/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Exploring the influence of content marketing strategies on the expansion of the fashion second-hand market: a theoretical prediction studyhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-09-2023-0232/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market for fashion brands, comparing the costs and risks involved in these strategies in practice. First, the expert interview method is employed to extract the content marketing strategies of the fashion second-hand market. Then, a descriptive space that is able to identify various fashion brand images is established. Then, experts' perceptions of the relationships between content marketing strategies and fashion brand image dimensions are obtained through a subjective evaluation procedure. Data of semantic evaluation were quantified and analyzed using the fuzzy logic method. When fashion brands expand to the second-hand market, they not only need to focus on improving the individual differentiation of products but also give priority to the quality of products and services and the overall customer experience. Exploring the “social impact strategy” will become an important direction for the development of fashion brands in the future. The research methodology employed herein exhibits a noteworthy degree of novelty. This study introduces a pioneering theoretical prediction approach utilizing fuzzy logic, marking the inaugural exploration of this emerging and captivating dimension within the context of the study. Simultaneously, the study provides comparative results among content marketing strategies for expanding the fashion second-hand market, offering guidance for market expansion.Exploring the influence of content marketing strategies on the expansion of the fashion second-hand market: a theoretical prediction study
Lingwen wei, Yan Hong, Xianyi Zeng
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market for fashion brands, comparing the costs and risks involved in these strategies in practice.

First, the expert interview method is employed to extract the content marketing strategies of the fashion second-hand market. Then, a descriptive space that is able to identify various fashion brand images is established. Then, experts' perceptions of the relationships between content marketing strategies and fashion brand image dimensions are obtained through a subjective evaluation procedure. Data of semantic evaluation were quantified and analyzed using the fuzzy logic method.

When fashion brands expand to the second-hand market, they not only need to focus on improving the individual differentiation of products but also give priority to the quality of products and services and the overall customer experience. Exploring the “social impact strategy” will become an important direction for the development of fashion brands in the future.

The research methodology employed herein exhibits a noteworthy degree of novelty. This study introduces a pioneering theoretical prediction approach utilizing fuzzy logic, marking the inaugural exploration of this emerging and captivating dimension within the context of the study. Simultaneously, the study provides comparative results among content marketing strategies for expanding the fashion second-hand market, offering guidance for market expansion.

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Exploring the influence of content marketing strategies on the expansion of the fashion second-hand market: a theoretical prediction study10.1108/JFMM-09-2023-0232Journal of Fashion Marketing and Management2023-12-29© 2023 Emerald Publishing LimitedLingwen weiYan HongXianyi ZengJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-12-2910.1108/JFMM-09-2023-0232https://www.emerald.com/insight/content/doi/10.1108/JFMM-09-2023-0232/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Marketing and operational strategies during the COVID-19 pandemic: a case study of a Hong Kong footwear enterprisehttps://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2021-0270/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to examine the research trends in fashion industry during the coronavirus disease 2019 (COVID-19) pandemic. Besides, it also provides an overview on the new marketing and operational strategies, and reveals the corresponding business challenges of a footwear enterprise in Hong Kong during the COVID-19 pandemic. A comprehensive literature review is first conducted to identify the research trends in fashion industry during the COVID-19 pandemic. A qualitative exploratory case study is then used to illustrate how a footwear enterprise has coped with the COVID-19 pandemic. The case study has showed that omni-channel retailing, collaboration with e-tailers, quick response system and mixed production strategy are adopted in the targeted case during the COVID-19 pandemic. Besides, the targeted case has also faced the challenges in the areas of sales, customer relationship management, and demand forecasting and inventory planning during the COVID-19 pandemic. This study provides managerial insights on the real practices used to deal with the COVID-19 pandemic and proposes various academic future research directions in fashion industry based on the real-world observations.Marketing and operational strategies during the COVID-19 pandemic: a case study of a Hong Kong footwear enterprise
Hau-Ling Chan, Yiu-Keung Kwok, Shun-Mun Wong
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to examine the research trends in fashion industry during the coronavirus disease 2019 (COVID-19) pandemic. Besides, it also provides an overview on the new marketing and operational strategies, and reveals the corresponding business challenges of a footwear enterprise in Hong Kong during the COVID-19 pandemic.

A comprehensive literature review is first conducted to identify the research trends in fashion industry during the COVID-19 pandemic. A qualitative exploratory case study is then used to illustrate how a footwear enterprise has coped with the COVID-19 pandemic.

The case study has showed that omni-channel retailing, collaboration with e-tailers, quick response system and mixed production strategy are adopted in the targeted case during the COVID-19 pandemic. Besides, the targeted case has also faced the challenges in the areas of sales, customer relationship management, and demand forecasting and inventory planning during the COVID-19 pandemic.

This study provides managerial insights on the real practices used to deal with the COVID-19 pandemic and proposes various academic future research directions in fashion industry based on the real-world observations.

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Marketing and operational strategies during the COVID-19 pandemic: a case study of a Hong Kong footwear enterprise10.1108/JFMM-10-2021-0270Journal of Fashion Marketing and Management2022-05-31© 2022 Emerald Publishing LimitedHau-Ling ChanYiu-Keung KwokShun-Mun WongJournal of Fashion Marketing and Managementahead-of-printahead-of-print2022-05-3110.1108/JFMM-10-2021-0270https://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2021-0270/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2022 Emerald Publishing Limited
Consumer-based brand equity of South African luxury fashion brandshttps://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2021-0277/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestSouth Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury brands. In a market that is dominated by prominent international brands, indigenous South African brands are seldom the subject of empirical research. This study addresses this gap by analysing the consumer-based brand equity (CBBE) of South African luxury fashion brands and its outcomes on the purchase/repurchase intention of consumers of South African luxury fashion brands. The study adopted quantitative research methods and utilized survey questionnaires to acquire data from 130 respondents. Structural equation modelling was used in testing the proposed alternative hypotheses. The study affirmed the relevance of Aaker's (1991) CBBE model for luxury goods in the emerging economy of South Africa. It established perceived quality and behavioural loyalty as significant predictors of brand equity while affirming the prevalence of hedonism and behavioural loyalty in South Africa's luxury fashion market. The small sample size and the limited geographic scope of the study had a significant adverse impact on the broad application of the study's outcome. Furthermore, Aaker's (1991) CBBE model, while adequate, may have diminished the probability of a nuanced outcome. This study advances the frontiers of interdisciplinary research by applying the marketing framework of CBBE to fashion studies in South Africa. The validated measurement scale, which emphasises the relevance of hedonism and behavioural loyalty in South Africa, may be useful for a similar study on luxury fashion brands in other emerging economies.Consumer-based brand equity of South African luxury fashion brands
Kenneth Appiah-Nimo, Amukelani Muthambi, Richard Devey
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

South Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury brands. In a market that is dominated by prominent international brands, indigenous South African brands are seldom the subject of empirical research. This study addresses this gap by analysing the consumer-based brand equity (CBBE) of South African luxury fashion brands and its outcomes on the purchase/repurchase intention of consumers of South African luxury fashion brands.

The study adopted quantitative research methods and utilized survey questionnaires to acquire data from 130 respondents. Structural equation modelling was used in testing the proposed alternative hypotheses.

The study affirmed the relevance of Aaker's (1991) CBBE model for luxury goods in the emerging economy of South Africa. It established perceived quality and behavioural loyalty as significant predictors of brand equity while affirming the prevalence of hedonism and behavioural loyalty in South Africa's luxury fashion market.

The small sample size and the limited geographic scope of the study had a significant adverse impact on the broad application of the study's outcome. Furthermore, Aaker's (1991) CBBE model, while adequate, may have diminished the probability of a nuanced outcome.

This study advances the frontiers of interdisciplinary research by applying the marketing framework of CBBE to fashion studies in South Africa. The validated measurement scale, which emphasises the relevance of hedonism and behavioural loyalty in South Africa, may be useful for a similar study on luxury fashion brands in other emerging economies.

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Consumer-based brand equity of South African luxury fashion brands10.1108/JFMM-10-2021-0277Journal of Fashion Marketing and Management2023-04-14© 2023 Appiah-Nimo Kenneth, Muthambi Amukelani and Devey RichardKenneth Appiah-NimoAmukelani MuthambiRichard DeveyJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-04-1410.1108/JFMM-10-2021-0277https://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2021-0277/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Appiah-Nimo Kenneth, Muthambi Amukelani and Devey Richard
Factors influencing older adults' intention to use virtual fitting room technology during the COVID-19 pandemichttps://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2022-0210/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this paper is to examine the factors that influence older adults' intention to use virtual fitting room technology during the COVID-19 pandemic based on the extended technology acceptance model (TAM). An online survey was conducted with a sample of older adults from 60 to 90 years old (n = 819). A structural equation modeling was conducted to test a proposed research model. The results revealed that older adults' behavioral intentions were positively influenced by perceived usefulness and ease of use, and fear of infection during the pandemic was significantly related to the perceived usefulness. Fit concern was not significantly related to perceived usefulness of virtual fitting room technology. This research extends the TAM by adding antecedents to perceived usefulness in explaining older adults' adoption of virtual fitting technology.Factors influencing older adults' intention to use virtual fitting room technology during the COVID-19 pandemic
Chanmi Hwang, Byoungho Jin, Linfeng Song, Jing Feng
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this paper is to examine the factors that influence older adults' intention to use virtual fitting room technology during the COVID-19 pandemic based on the extended technology acceptance model (TAM).

An online survey was conducted with a sample of older adults from 60 to 90 years old (n = 819). A structural equation modeling was conducted to test a proposed research model.

The results revealed that older adults' behavioral intentions were positively influenced by perceived usefulness and ease of use, and fear of infection during the pandemic was significantly related to the perceived usefulness. Fit concern was not significantly related to perceived usefulness of virtual fitting room technology.

This research extends the TAM by adding antecedents to perceived usefulness in explaining older adults' adoption of virtual fitting technology.

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Factors influencing older adults' intention to use virtual fitting room technology during the COVID-19 pandemic10.1108/JFMM-10-2022-0210Journal of Fashion Marketing and Management2023-09-21© 2023 Emerald Publishing LimitedChanmi HwangByoungho JinLinfeng SongJing FengJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-09-2110.1108/JFMM-10-2022-0210https://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2022-0210/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Investigating consumers' brand desirability of “upcycled” luxury: the many faces of designer facemaskshttps://www.emerald.com/insight/content/doi/10.1108/JFMM-11-2021-0296/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of the study is to investigate the effect of terminal and instrumental values on the attitude and brand desirability for upcycled luxury designer facemasks, in relation with generic luxury designer facemasks. A quantitative approach was adopted in this study, and data were collected via an online consumer panel from 390 existing Australian luxury consumers, aged 18 and above. Stimuli that represented the two upcycling conditions (remnants and past collections) and a control condition (generic product) from an actual Burberry-branded facemask were designed for the study. The collected data were analysed using the least partial square and multi-group analysis of the structural equation model The findings indicate that consumers do not perceive Burberry facemasks made from upcycled remnant materials and previous collections have superior aesthetic or self-expressive benefits to them when compared to the generic Burberry masks. In the same vein, both upcycled categories do not provide superior instrumental values through economic benefits or safety when compared to the generic Burberry masks. Hence, terminal and instrumental values had no influence on the attitude and brand desirability for upcycled luxury designer facemasks, in relation with generic luxury designer facemasks. The results indicate that strategies will have to be better designed to have a balance between safety features (as opposed to fashion) and luxury desirability of the brand to better capture the market for difference consumer values for the facemasks. As this is a relatively low involvement product, the pricing strategies must be re-evaluated. This study offers empirical support for the proposition that different upcycling methods in the name of sustainable practices may have different functions for different consumer values in luxury marketing implementations. For the choice of facemasks during the COVID-19 pandemic, it provides empirical evidence for consumer choice for the different types and how it can be used to elevate luxury brand desirability.Investigating consumers' brand desirability of “upcycled” luxury: the many faces of designer facemasks
Ian Phau, Olamide Akintimehin, Sean Lee
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of the study is to investigate the effect of terminal and instrumental values on the attitude and brand desirability for upcycled luxury designer facemasks, in relation with generic luxury designer facemasks.

A quantitative approach was adopted in this study, and data were collected via an online consumer panel from 390 existing Australian luxury consumers, aged 18 and above. Stimuli that represented the two upcycling conditions (remnants and past collections) and a control condition (generic product) from an actual Burberry-branded facemask were designed for the study. The collected data were analysed using the least partial square and multi-group analysis of the structural equation model

The findings indicate that consumers do not perceive Burberry facemasks made from upcycled remnant materials and previous collections have superior aesthetic or self-expressive benefits to them when compared to the generic Burberry masks. In the same vein, both upcycled categories do not provide superior instrumental values through economic benefits or safety when compared to the generic Burberry masks. Hence, terminal and instrumental values had no influence on the attitude and brand desirability for upcycled luxury designer facemasks, in relation with generic luxury designer facemasks.

The results indicate that strategies will have to be better designed to have a balance between safety features (as opposed to fashion) and luxury desirability of the brand to better capture the market for difference consumer values for the facemasks. As this is a relatively low involvement product, the pricing strategies must be re-evaluated.

This study offers empirical support for the proposition that different upcycling methods in the name of sustainable practices may have different functions for different consumer values in luxury marketing implementations. For the choice of facemasks during the COVID-19 pandemic, it provides empirical evidence for consumer choice for the different types and how it can be used to elevate luxury brand desirability.

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Investigating consumers' brand desirability of “upcycled” luxury: the many faces of designer facemasks10.1108/JFMM-11-2021-0296Journal of Fashion Marketing and Management2022-06-17© 2022 Emerald Publishing LimitedIan PhauOlamide AkintimehinSean LeeJournal of Fashion Marketing and Managementahead-of-printahead-of-print2022-06-1710.1108/JFMM-11-2021-0296https://www.emerald.com/insight/content/doi/10.1108/JFMM-11-2021-0296/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2022 Emerald Publishing Limited
Prioritising sustainable garment choice among high-volume fashion consumershttps://www.emerald.com/insight/content/doi/10.1108/JFMM-11-2022-0229/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this paper is addressing the negative environment and social impacts of the fashion industry that has emerged as a major societal challenge in the last century; however, people continue to over-consume and over-waste textile products in the form of fashion garments. More research is required to understand how fashion consumption connects with perceptions of sustainability and sustainable action by individual consumers. This paper surveys 501 Australian and New Zealand consumers, on their fashion purchasing habits, and the role of sustainability in their fashion consumption behaviour. The study found a relationship between higher levels of garment consumption and increased focus on sustainability in fashion choices. This finding is significant, as it suggests that fashion over-consumers are still mindful of the sustainable impacts of their consumption, and are motivated towards reducing that impact, despite not reducing their volume of consumption. The study indicates the importance of a continued focus on transparency and traceability of fashion products in Australasia, as some over-consumers use this information to make better choices in the purchase situation, as opposed to acting on a general call to reduce consumption.Prioritising sustainable garment choice among high-volume fashion consumers
Lisa S. McNeill, Balkrushna Potdar, Rachel H. McQueen
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this paper is addressing the negative environment and social impacts of the fashion industry that has emerged as a major societal challenge in the last century; however, people continue to over-consume and over-waste textile products in the form of fashion garments. More research is required to understand how fashion consumption connects with perceptions of sustainability and sustainable action by individual consumers.

This paper surveys 501 Australian and New Zealand consumers, on their fashion purchasing habits, and the role of sustainability in their fashion consumption behaviour.

The study found a relationship between higher levels of garment consumption and increased focus on sustainability in fashion choices. This finding is significant, as it suggests that fashion over-consumers are still mindful of the sustainable impacts of their consumption, and are motivated towards reducing that impact, despite not reducing their volume of consumption.

The study indicates the importance of a continued focus on transparency and traceability of fashion products in Australasia, as some over-consumers use this information to make better choices in the purchase situation, as opposed to acting on a general call to reduce consumption.

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Prioritising sustainable garment choice among high-volume fashion consumers10.1108/JFMM-11-2022-0229Journal of Fashion Marketing and Management2023-11-27© 2023 Emerald Publishing LimitedLisa S. McNeillBalkrushna PotdarRachel H. McQueenJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-11-2710.1108/JFMM-11-2022-0229https://www.emerald.com/insight/content/doi/10.1108/JFMM-11-2022-0229/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Applying a Kansei engineering-based relationship model design approach to developing consumers' sustainability reliance on apparelhttps://www.emerald.com/insight/content/doi/10.1108/JFMM-11-2022-0239/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestBased on Kansei Engineering, this study obtained consumers' emotional preferences aiming to enhance the emotional connection between consumers and clothing to extend the service life of clothing and realize sustainable clothing design. Six Kansei word pairs that are the most important to consumers were identified through literature reviews, magazines, websites, card sorting of consumers and cluster analysis. Finally, the consumers scored the 32 product specimens through a 5-level rating semantic differential scale questionnaire of six Kansei word pairs. The researchers verified the consumers' emotional preferences through principal component analysis and established the relationship between Kansei words and design elements of color through partial least squares. The study found consumers' emotional preferences: elegant, minimalist, formal, casual, mature, practical and distinctive style. Besides white, black, gray, blue, consumers will also like red and yellow-red in the future. The crucial findings of this study are to get recommended guidelines that consumers' emotional preferences match the corresponding design elements. The study's findings can be used to style the design of men's plain-color shirts and guide online marketers and designers to design apparel that meets consumers' emotional needs to develop consumers' sustainability reliance on clothing. This study also explains the overall process and methodology for integrating consumer preferences and product design elements.Applying a Kansei engineering-based relationship model design approach to developing consumers' sustainability reliance on apparel
Baoru Ge, Yun Xue
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

Based on Kansei Engineering, this study obtained consumers' emotional preferences aiming to enhance the emotional connection between consumers and clothing to extend the service life of clothing and realize sustainable clothing design.

Six Kansei word pairs that are the most important to consumers were identified through literature reviews, magazines, websites, card sorting of consumers and cluster analysis. Finally, the consumers scored the 32 product specimens through a 5-level rating semantic differential scale questionnaire of six Kansei word pairs. The researchers verified the consumers' emotional preferences through principal component analysis and established the relationship between Kansei words and design elements of color through partial least squares.

The study found consumers' emotional preferences: elegant, minimalist, formal, casual, mature, practical and distinctive style. Besides white, black, gray, blue, consumers will also like red and yellow-red in the future. The crucial findings of this study are to get recommended guidelines that consumers' emotional preferences match the corresponding design elements.

The study's findings can be used to style the design of men's plain-color shirts and guide online marketers and designers to design apparel that meets consumers' emotional needs to develop consumers' sustainability reliance on clothing. This study also explains the overall process and methodology for integrating consumer preferences and product design elements.

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Applying a Kansei engineering-based relationship model design approach to developing consumers' sustainability reliance on apparel10.1108/JFMM-11-2022-0239Journal of Fashion Marketing and Management2023-12-30© 2023 Emerald Publishing LimitedBaoru GeYun XueJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-12-3010.1108/JFMM-11-2022-0239https://www.emerald.com/insight/content/doi/10.1108/JFMM-11-2022-0239/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Predicting cause-related marketing patronage intentions based on Schwartz's theory of human values: a large-scale sample study anchored on female fashion leadershiphttps://www.emerald.com/insight/content/doi/10.1108/JFMM-11-2023-0303/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestBusinesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values could be tapped to understand the consumers' responses to perceived organizational motives behind undertaking social cause initiatives. This research employs Schwartz's theory of human values to examine consumers' patronage intentions towards CRM-linked fashion products. Moreover, fashion leaders play a crucial role in the diffusion of the latest fashion and fashion trends. This research investigates by integrating human values and fashion leadership, offering insights into CRM-linked fashion consumption motives. The overarching goal was to investigate the complex interplay between human values and female fashion leadership to predict CRM patronage intention (CPI). Hence, a large-scale research study on 2,050 samples was undertaken by adopting threefold partial least squares–multigroup analysis–artificial neural network (PLS-MGA-ANN) to establish and empirically test a comprehensive model. This study is unique as it establishes and validates the relative or normalized importance placed on human values by fashion leaders, thereby predicting CPIs. The results revealed that women with high-fashion leadership and specific value types (benevolence, universalism, self-direction) are more likely to patronize CRM-linked fashion retailers. In addition, the findings validated that women with low-fashion leadership and specific value types (tradition, security, conformity) are more likely to patronize CRM-linked fashion stores. The findings provide a valuable rationale to non-profit marketers, fashion marketing experts and practitioners to design customer value-based profiling and manage crucial CRM decisions.Predicting cause-related marketing patronage intentions based on Schwartz's theory of human values: a large-scale sample study anchored on female fashion leadership
Sujo Thomas, Suryavanshi A.K.S, Viral Bhatt, Vinod Malkar, Sudhir Pandey, Ritesh Patel
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

Businesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values could be tapped to understand the consumers' responses to perceived organizational motives behind undertaking social cause initiatives. This research employs Schwartz's theory of human values to examine consumers' patronage intentions towards CRM-linked fashion products. Moreover, fashion leaders play a crucial role in the diffusion of the latest fashion and fashion trends. This research investigates by integrating human values and fashion leadership, offering insights into CRM-linked fashion consumption motives.

The overarching goal was to investigate the complex interplay between human values and female fashion leadership to predict CRM patronage intention (CPI). Hence, a large-scale research study on 2,050 samples was undertaken by adopting threefold partial least squares–multigroup analysis–artificial neural network (PLS-MGA-ANN) to establish and empirically test a comprehensive model.

This study is unique as it establishes and validates the relative or normalized importance placed on human values by fashion leaders, thereby predicting CPIs. The results revealed that women with high-fashion leadership and specific value types (benevolence, universalism, self-direction) are more likely to patronize CRM-linked fashion retailers. In addition, the findings validated that women with low-fashion leadership and specific value types (tradition, security, conformity) are more likely to patronize CRM-linked fashion stores.

The findings provide a valuable rationale to non-profit marketers, fashion marketing experts and practitioners to design customer value-based profiling and manage crucial CRM decisions.

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Predicting cause-related marketing patronage intentions based on Schwartz's theory of human values: a large-scale sample study anchored on female fashion leadership10.1108/JFMM-11-2023-0303Journal of Fashion Marketing and Management2024-01-18© 2024 Emerald Publishing LimitedSujo ThomasSuryavanshi A.K.SViral BhattVinod MalkarSudhir PandeyRitesh PatelJournal of Fashion Marketing and Managementahead-of-printahead-of-print2024-01-1810.1108/JFMM-11-2023-0303https://www.emerald.com/insight/content/doi/10.1108/JFMM-11-2023-0303/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Effects of brand knowledge on green trust and green brand equity: multigroup comparisons based on perceived brand greenness and agehttps://www.emerald.com/insight/content/doi/10.1108/JFMM-12-2022-0262/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image). Three multiple-group comparisons of structural equation modeling were used to analyze the data collected from a questionnaire. An experimental design was applied (high vs. low perceived brand greenness). A total of 440 usable responses were collected from an online consumer panel. With a higher percentage of participants older than 60 years, two groups were used, younger (under 55) and older (over 55), within each brand condition to conduct age comparisons. Consumers' previous brand experience is important. The most promising indicators are brand image and green trust for GBE. A difference was observed between the group comparisons. For the less perceived green brand, existing brand image played a more important role in the process, and there is a need to enhance its green trust. For the higher perceived green brand, more factors should be included to explain their GBE, especially for consumers under 55. This study identified two moderators, perceived brand greenness and age, in the formation of GBE, which has not been widely explored in the literature. The findings provide significant insights for generational cohorts, focusing for the first time on the joint catalyst effect of greenness and age regarding the influence of GBE on consumers' commitment to green brands. Additionally, the fact that a higher percentage of participants are Baby Boomers enables this study to add to the existing body of literature and bring unique perspectives to understand their and their younger counterparts' attitude toward green consumption.Effects of brand knowledge on green trust and green brand equity: multigroup comparisons based on perceived brand greenness and age
Tracie Tung, Franck Vigneron
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image).

Three multiple-group comparisons of structural equation modeling were used to analyze the data collected from a questionnaire. An experimental design was applied (high vs. low perceived brand greenness). A total of 440 usable responses were collected from an online consumer panel. With a higher percentage of participants older than 60 years, two groups were used, younger (under 55) and older (over 55), within each brand condition to conduct age comparisons.

Consumers' previous brand experience is important. The most promising indicators are brand image and green trust for GBE. A difference was observed between the group comparisons. For the less perceived green brand, existing brand image played a more important role in the process, and there is a need to enhance its green trust. For the higher perceived green brand, more factors should be included to explain their GBE, especially for consumers under 55.

This study identified two moderators, perceived brand greenness and age, in the formation of GBE, which has not been widely explored in the literature. The findings provide significant insights for generational cohorts, focusing for the first time on the joint catalyst effect of greenness and age regarding the influence of GBE on consumers' commitment to green brands. Additionally, the fact that a higher percentage of participants are Baby Boomers enables this study to add to the existing body of literature and bring unique perspectives to understand their and their younger counterparts' attitude toward green consumption.

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Effects of brand knowledge on green trust and green brand equity: multigroup comparisons based on perceived brand greenness and age10.1108/JFMM-12-2022-0262Journal of Fashion Marketing and Management2023-11-29© 2023 Emerald Publishing LimitedTracie TungFranck VigneronJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-11-2910.1108/JFMM-12-2022-0262https://www.emerald.com/insight/content/doi/10.1108/JFMM-12-2022-0262/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Classification and regression tree approach for the prediction of the seasonal apparel market: focused on weather factorshttps://www.emerald.com/insight/content/doi/10.1108/JFMM-12-2022-0266/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestClimate change-induced weather changes are severe and frequent, making it difficult to predict apparel sales. The primary goal of this study was to assess consumers' responses to winter apparel searches when external stimuli, such as weather, calendars and promotions arise and to develop a decision-making tool that allows apparel retailers to establish sales strategies according to external stimuli. The theoretical framework of this study was the effect of external stimuli, such as calendar, promotion and weather, on seasonal apparel search in a consumer's decision-making process. Using weather observation data and Google Trends over the past 12 years, from 2008 to 2020, consumers' responses to external stimuli were analyzed using a classification and regression tree to gain consumer insights into the decision process. The relative importance of the factors in the model was determined, a tree model was developed and the model was tested. Winter apparel searches increased when the average, maximum and minimum temperatures, windchill, and the previous day's windchill decreased. The month of the year varies depending on weather factors, and promotional sales events do not increase search activities for seasonal apparel. However, sales events during the higher-than-normal temperature season triggered search activity for seasonal apparel. Consumer responses to external stimuli were analyzed through classification and regression trees to discover consumer insights into the decision-making process to improve stock management because climate change-induced weather changes are unpredictable.Classification and regression tree approach for the prediction of the seasonal apparel market: focused on weather factors
Jungmi Oh
Journal of Fashion Marketing and Management, Vol. ahead-of-print, No. ahead-of-print, pp.-

Climate change-induced weather changes are severe and frequent, making it difficult to predict apparel sales. The primary goal of this study was to assess consumers' responses to winter apparel searches when external stimuli, such as weather, calendars and promotions arise and to develop a decision-making tool that allows apparel retailers to establish sales strategies according to external stimuli.

The theoretical framework of this study was the effect of external stimuli, such as calendar, promotion and weather, on seasonal apparel search in a consumer's decision-making process. Using weather observation data and Google Trends over the past 12 years, from 2008 to 2020, consumers' responses to external stimuli were analyzed using a classification and regression tree to gain consumer insights into the decision process. The relative importance of the factors in the model was determined, a tree model was developed and the model was tested.

Winter apparel searches increased when the average, maximum and minimum temperatures, windchill, and the previous day's windchill decreased. The month of the year varies depending on weather factors, and promotional sales events do not increase search activities for seasonal apparel. However, sales events during the higher-than-normal temperature season triggered search activity for seasonal apparel.

Consumer responses to external stimuli were analyzed through classification and regression trees to discover consumer insights into the decision-making process to improve stock management because climate change-induced weather changes are unpredictable.

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Classification and regression tree approach for the prediction of the seasonal apparel market: focused on weather factors10.1108/JFMM-12-2022-0266Journal of Fashion Marketing and Management2023-12-22© 2023 Emerald Publishing LimitedJungmi OhJournal of Fashion Marketing and Managementahead-of-printahead-of-print2023-12-2210.1108/JFMM-12-2022-0266https://www.emerald.com/insight/content/doi/10.1108/JFMM-12-2022-0266/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited