Journal of Fashion Marketing and Management

Baek, Eunsoo; Park, Eujin; Oh, Ga-eun (Grace)

doi: 10.1108/jfmm-06-2023-0149pmid: N/A

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.Design/methodology/approachA total of 296 responses of US female participants collected from Cloudresearch were analyzed to test the relationships between constructs in the proposed model.FindingsThe 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.Originality/valueOur 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.Research limitations/implicationsThis 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.

Shin, Eunjung; Yang, Heesoon

doi: 10.1108/jfmm-08-2023-0186pmid: N/A

This study aims to understand the acceptance of AI-curated fashion services among Chinese consumers by introducing consumer characteristics, such as fashion clothing involvement (FCI) and technological innovativeness (TI), as leading variables of the technology acceptance model (TAM). Furthermore, it aims to examine the impact of FCI and TI on attitudes towards AI-curated fashion services and the purchase intention of fashion products through perceived usefulness (PU), perceived ease of use (PEU), and perceived enjoyment (PE). Through this analysis, this study seeks to determine a marketing strategy that can support implementing AI-curated fashion services in the Chinese market.Design/methodology/approachThis study used structural equation modeling to ascertain the results.FindingsRegarding AI-curated fashion services' attributes, the analysis revealed that consumers' FCI did not significantly affect the PU and PE. However, FCI greatly impacted the PEU. In addition, consumers' interests in TI significantly affected PU and PE but did not significantly influence PEU, although PEU significantly affected PU. PU, PEU, and PE greatly impacted usage attitude. PU and usage attitude significantly affected purchase intention, whereas PE had no effect.Originality/valueThrough a practical survey of Chinese consumers, we investigated the impact of FCI and TI on the attitude and purchase intention of fashion products recommended by AI-curated fashion services.

Nicolau, Luiza Gonçalves Ferreira; Christino, Juliana Maria Magalhães; Cardozo, Érico Aurélio Abreu; Ferreira, Frederico Leocádio

doi: 10.1108/jfmm-01-2023-0005pmid: N/A

Sustainable fashion encompasses principles of ethical production, fair trade, and the use of organic materials. This study explores the antecedents influencing behavioural intentions to purchase sustainable fashion among Brazilian fashion consumers, utilising the Theory of Planned Behaviour (TPB) as a framework and examining the role of Eco-shame.Design/methodology/approachA survey involving 378 respondents was conducted, and structural equation modelling was applied to analyse the data.FindingsThe study revealed that Perceived Behavioural Control, Attitude, and Eco-shame significantly influenced Behavioural Purchase Intention toward sustainable fashion products. In contrast to prior research, Subjective Norms did not demonstrate a substantial influence on Behavioural Purchase Intentions.Research limitations/implicationsEnhancing the generalizability of findings necessitates expanding the sample size and employing a probability sampling method for future research endeavours.Practical implicationsIn the realm of sustainable fashion consumption, it is imperative to understand consumer behaviour shifts, particularly amid the prevalence of fast fashion. This research aims to bridge this knowledge gap and underscore consumers’ motivations for selecting sustainable fashion products.Originality/valueThis study makes a theoretical contribution by introducing Eco-shame as an extension of the Theory of Planned Behaviour to evaluate Behavioural Purchase Intentions toward Sustainable Fashion Products, an innovation that has been absent from prior literature.

Fernández-Muiños, María; Sánchez-Gómez, Roberto; Vázquez-Suárez, Luis

doi: 10.1108/jfmm-05-2023-0138pmid: N/A

This study aims to reveal how the organizational structure (vertical integration vs. franchising) of 308 stores in a Spanish fashion retail franchise chain affects their performance measured through two key performance indicators commonly used in this industry, namely, labor productivity and service quality ratings. We also appraise the moderating role played by the servant leadership of franchisees and managers of company-owned outlets to explore its influence on the relationship between organizational structure and store performance.Design/methodology/approachWe have used multivariate analyses to study the research questions, with a panel dataset of quarterly store-level data for the period January–December 2022.FindingsVertically-integrated stores record lower labor productivity than franchised ones. This impact is lower in stores run by individuals high in servant leadership than in those run by individuals low in it. Franchised outlets also record lower ratings in service quality than vertically-integrated stores, and this negative impact is weaker in stores run by individuals high in servant leadership.Originality/valueNothing has thus far been published on the moderating effect of servant leadership in the relationship between the organizational structure of different stores and their outcomes in franchise systems.

Michaelson, Dawn M.; Kim, Boowon; Chattaraman, Veena

doi: 10.1108/jfmm-07-2023-0179pmid: N/A

This study examines whether design typicality and the communication of the zero-waste concept as a sustainable practice impact consumers’ aesthetic preferences and purchase intentions for zero-waste apparel.Design/methodology/approachThe study employed a 2 (dress design: typical vs atypical) × 2 (dress length: long vs short) × 2 (zero-waste concept communication: present vs absent) mixed factorial experimental design with an online survey of 137 female consumers, ages 19–34.FindingsRespondents rated typical zero-waste design dresses significantly higher than atypical dresses for aesthetic preferences and purchase intentions. Further, the zero-waste design concept did not affect this typicality-based preference or purchase intention for zero-waste dresses. They also demonstrated greater overall aesthetic preferences for long than short zero-waste dresses. Design typicality moderated this effect such that aesthetic preferences and purchase intentions were greater for long than short-length dresses when the zero-waste dress design was typical. When the design was atypical, purchase intentions were greater for short than long dresses.Research limitations/implicationsTypicality is critical in consumers’ aesthetic preferences and purchase intentions for zero-waste apparel.Originality/valueThe study focused on zero-waste dress typicality as a critical factor in consumers’ preference formation and purchase intentions. Additionally, it investigated dress length preferences within typical and atypical designs.

Cengiz, Hakan; Barin, Ahmet

doi: 10.1108/jfmm-08-2023-0200pmid: N/A

The main purpose of this study is to investigate the mediating role of fashion clothing involvement in the relationship between body appreciation and maladaptive consumption, namely fashion-oriented impulse and compulsive buying. The second purpose of this study is to investigate if this mediation varies based on gender.Design/methodology/approachA quantitative approach was adopted in this study, and data were collected via Amazon Mechanical Turk from 255 consumers located in the U.S. aged 18 and above. The collected data were analyzed using the least partial square and multi-group analysis of the structural equation model.FindingsThe results revealed that the relationship between body appreciation and maladaptive consumption is established through fashion clothing involvement. Results also showed that the mediating role of fashion clothing involvement in this relationship does not significantly differ across gender.Originality/valueThis study reports the fully mediating role of fashion clothing involvement in the relationship between body appreciation and maladaptive consumption, highlighting the importance of studying positive body image in the context of fashion and consumption. While previous research findings indicate the negative consequences of negative body image, this research reveals that positive body image can also lead to negative outcomes through possible mediators. Furthermore, this study finds fashion clothing involvement does not differ in mediating the relationship between body appreciation and maladaptive consumption behavior based on gender.

Mathew, Simi Maria; Nayak, Smitha; Rao, Veena

doi: 10.1108/jfmm-06-2024-0204pmid: N/A

Mass customization is a production process that allows consumers to customize products from an array of options to suit their preferences and needs and benefit from large-scale production efficiencies. In recent years, several apparel retailers have integrated customization into their online presence. While the benefits of online apparel mass customization (OAMC) are apparent, factors that determine the usage of the process are many. Therefore, it is important to explore these factors and understand the relationships between them and the impact on the intention to use OAMC.Design/methodology/approachA review of studies published in the last decade was conducted through the Scopus, Web of Science and JSTOR databases in September 2023. Peer-reviewed research articles published in the English language were included. These studies were carried out in the United States of America, Canada, Korea and China and addressed motivations and antecedents of OAMC technology.FindingsThe data were extracted, and the findings were synthesized. The review process enabled us to examine several theories and determinants of OAMC. The latter were categorized into the following themes: “consumer personality and psychology”, “consumer perceptions”, “consumer behaviour determinants” and “process, experience and product”. The influence of consumer personality traits, psychogenic needs, characteristics and other facilitating conditions emerged through the review.Originality/valueThe purpose of this paper is to study the various determinants of OAMC and thereby provide valuable information to businesses in OAMC domains to improve customized processes, understand consumers' motivations and develop marketing strategies that improve overall satisfaction with OAMC.

Nilmini Bhagya, Kalavila Pathirage; Medagedara Karunaratne, Priyanka Virajini; Ranathunga, Gayathri Madubani; Ranaweera, Achini

doi: 10.1108/jfmm-06-2024-0228pmid: N/A

This study systematically explores the literature on global niche market strategies within the fashion industry to allow the mapping of niche practices and examine the benefits, success factors and characteristics of a niche strategy. Additionally, it identifies data gaps and necessitates a detailed examination to uncover areas with inadequate information.Design/methodology/approachThis study utilized the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA 2020) method for systematic review and included 70 studies to analyze their findings.FindingsThis systematic literature review pinpoints niche strategies shaping the future of the fashion industry while developing sectors of the textile and apparel industry, fashion technology, fashion retail business, fashion media and communication, luxury fashion, sustainable fashion, adaptive clothing and transgender fashion within the fashion supply chain. A niche market strategy utilizes both pull and push marketing in the fashion industry. Scholarly literature commonly underscores the understanding of the consumer as a pivotal factor in the success of fashion niche market strategy.Practical implicationsThis review offers a comprehensive overview of fashion niche strategy practices, aiming to inspire fashion industry professionals. It also serves as a guide for fashion industry professionals, summarizing best practices across various fashion industry sectors to help develop effective niche strategy competencies for firms.Originality/valueThis review thoroughly analyzes niche strategy implementation in the fashion industry, presenting an important resource for individuals new to this sector. It highlights the significance of niche strategies in improving the comprehension of emerging participants in the fashion business.

Lee, Jin Suk; Cho, Hyun Young

doi: 10.1108/jfmm-12-2023-0352pmid: N/A

This study addresses the lack of exploration of whether posting luxury products purchased on social media contributes to a favorable impression of oneself. It uncovers the underlying mechanisms shaping observers’ attitudes toward account holders sharing luxury posts. By examining the motive attribution processes triggered by such posts, particularly intrinsic and extrinsic motives, this study clarifies the dynamics of luxury posts on social media, addressing inconsistencies in the literature regarding responses to luxury brand users.Design/methodology/approachTo test the hypotheses, a one-factor between-subjects experimental design involving 400 South Korean participants with social media accounts was employed. Participants in each condition recalled their experiences of encountering either luxury or non-luxury posts on social media and completed several measures, including attitudes toward the account holder.FindingsThe results indicate that luxury posts on social media positively influence attitudes toward account holders through intrinsic motive attribution but have a negative impact through extrinsic motive attribution. The study revealed that observers with lower materialistic values were more prone to infer the motives behind posting luxury products.Originality/valueThis study introduces motive attribution as a crucial mechanism for understanding the impact of luxury consumption on social media. Exploring the intrinsic and extrinsic motives inferred from luxury posts provides nuanced insights into how these posts shape observers’ evaluations of account holders. This study’s identification of distinct routes offers valuable perspectives for fashion marketing researchers and marketers.

doi: 10.1108/jfmm-11-2024-0438pmid: N/A