Journal of Fashion Marketing and Management

Lee, Hanna; Xu, Yingjiao; Porterfield, Anne

2024 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-06-2023-0141

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.Design/methodology/approachData 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.FindingsEmpirical 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.Originality/valueThe 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.

Yim, Mark Yi-Cheon; Kim, Eunice (Eun-Sil); Ahn, Hongmin

2024 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-03-2023-0066

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.Design/methodology/approachThe 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.FindingsThe 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.Originality/valueThis 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.Research limitations/implicationsOur findings only apply to contexts where consumers purchase fashion clothing in response to advertisements featuring thin versus plus-size models.Practical implicationsExposing 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.

Grilló-Méndez, Ana Julia; Marzo-Navarro, Mercedes; Pedraja-Iglesias, Marta

2024 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-02-2023-0043

To identify the risks associated by consumers with renting clothes.Design/methodology/approachA 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.FindingsThe 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.Originality/valueFactors that have a negative effect on attitude have been studied less than the facilitators of attitude. This is the first study in Spain.Practical implicationsThe results will help managers to understand the adoption behaviours of these models.Social implicationsThis study helps understand the social innovation needed to change consumers' relationship to clothing.

Bai, Huifeng; Shi, Jin; Song, Peng; McColl, Julie; Moore, Christopher; Fillis, Ian

2024 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-10-2023-0259

This empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.Design/methodology/approachThrough case studies of 15 participating retailers, qualitative data were collected from 33 semi-structured interviews.FindingsStrong impacts of internationalisation strategies, distribution strategies and channel length towards multiple channel retailing are revealed. Multi-channel retailing is widely employed by firms who have entered China and further developed their businesses through local partnerships and adopted a selective distribution strategy via relatively longer channels. Omni-channel retailing is only suitable for the few retailers using an exclusive distribution strategy through direct marketing and wholly owned customer relationship management. As a dynamic transformation from multi- to omni-channel retailing, cross-channel retailing is adopted by those who are withdrawing from local partnerships and shifting to wholly owned expansions and operations in host markets.Research limitations/implicationsThe results are potentially challenged by relatively small sample size.Practical implicationsPractitioners are suggested to adapt multiple channel retailing to their international expansion strategies, distribution strategies and channel length in the host markets.Originality/valueThis paper contributes to the literature in both multiple channel retailing and international retailing by offering insights into the motives, development patterns and suitability of multiple channel retailing in the international retail marketing context.

Wren, Paula

2024 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-05-2023-0137

Online fashion retailers offer body measurement guidance, alongside their target consumer body size charts and fit information, to help consumers select the right size garment as the garment cannot be tried on. Its use by retailers suggests it can act as a means of mitigating garment returns as there has been a noted increase in returns due to incorrect size selection even though body measurement instructions are provided online. The purpose of this research is to determine how consumers interact with body measurement guidance, how they interpret it and use it, thereby interrogating its efficacy.Design/methodology/approachAn exploratory investigation was undertaken. Thirty participants were recruited and given a choice of fashion retailers' body measurement guidance and a tape measure. They took their body measurements over their clothes. A technician repeated the task, thereby providing two sets of body measurements. A paired t-test determined if there was a significant difference in both values in terms of their mean. Technicians also documented their observations of how the participants interacted with the task. The content of the fashion retailer measurement guidance was then compared to that of published anthropometric guidance for surveys.FindingsParticipants were familiar with the guidance and tape-measure; they were able to self-measure. The fashion retailer measurement guidance, however, lacked detail/clarity in visuals and written content when compared to anthropometric guidance. Interpretation of the guidance differed between participant and technician. This resulted in a significant difference in circumference measurements for the bust/chest and hips, yet no significant difference in waist and inside-leg measurements. For measurements that were difficult to take unaided, participants devised novel practices which resulted in little divergence from the technician taken body measurements. The results question the guidance efficacy in its current form.Originality/valueThere has been no study which addresses how consumers interpret and interact with fashion retailers' online measurement guidance. This is important as this can mitigate garment returns. This research provides insight to influence fashion retailers' measurement guidance policy. It also adds to the existing body of knowledge surrounding anthropometric practice for clothing.Research limitations/implicationsThe findings indicated that fashion retailers need to revise their body measurement guidance content. The content needs to be more comprehensive but still use accessible language and visuals. The broader implications of this study highlight that traditional anthropometrics for self-taken body measurement needs developing as an emerging concept through clothing-related academic study.Practical implicationsFashion retailers' measurement guidance needs to be more comprehensive but still use accessible language and visuals. The broader implications of this study highlight that traditional anthropometrics for self-taken body measurement needs further investigation and documentation as an emerging concept through clothing-related academic study.

Hasan, Celine Ibrahim; Saleh, Selena Mohammad; AbedRabbo, Majd; Obeidat, Zaid; Ahmad, Alaeddin

2024 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-10-2023-0258

This research examines the effect of water conscientiousness (WC) on consumers' purchase intentions and behaviours towards sustainable apparel. Through this exploration, the research aims to show how consumers' awareness of water conservation connects with their purchase choices for sustainable apparel.Design/methodology/approachDrawing on the norm activation theory, this research developed a theoretical framework and tested it using structural equation modelling and mediation analysis. This research focuses on the unique context of Jordan, a region grappling with severe water scarcity. Data were collected using an online survey with 222 completed questionnaires retained for data analysis.FindingsThe results indicate that WC does not have a significant direct effect on purchase intentions of sustainable apparel (PISA). This finding challenges the assumption that conscientiousness towards water scarcity would drive prosocial behaviours such as purchasing sustainable apparel. However, the findings reveal a full mediation effect of perceived environmental apparel knowledge (PEAK) and perceived environmental concern (PEC) on the relationship between WC and PISA. Such a finding raises awareness of the need to develop consumers' PEAK and PEC by educating them on the importance of WC and the effect of the apparel industry on water preservation. A significant relationship exists between PISA and purchase behaviour of sustainable apparel (PBSA), affirming the role of intentions in driving sustainable purchase behaviours of consumers.Originality/valueThis study provides novel insights into the role of WC in facilitating PISA and PBSA by testing a theoretical model that incorporates various environmental factors. Likewise, it extends the geographical scope of sustainability research and underscores the importance of considering diverse environmental conditions when studying consumer behaviour. The findings provide insights for marketers and policymakers in water-scarce regions, enabling them to develop strategies to promote sustainable apparel consumption.

Han, Wenna; Li, Jitong; Xu, Yingjiao

2024 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-01-2023-0009

The COVID-19 pandemic has brought dramatic life changes to consumers. From the perspective of fashion shopping, this study aims to provide an understanding of how consumers have coped with the pandemic to maintain their physical and mental well-being.Design/methodology/approachUtilizing an observational research method, this study extracted and analyzed text data from Twitter, focusing on fashion consumption-related tweets posted by consumers in May 2020. Content analysis was employed to reveal consumers' coping strategies during the pandemic.FindingsThrough fashion shopping, consumers have employed various strategies to cope with the problems incurred during the pandemic as well as the associated emotional stress. Specifically, problem-focused strategies included both active coping and restraint coping. Emotion-focused strategies included positive reinterpretation, acceptance, mental disengagement and seeking social support.Originality/valueTheoretically, this study provides empirical evidence for the Coping Orientation to Problems Experienced (COPE) Inventory in the context of using fashion shopping as a venue to cope with a pandemic. Managerial implications are also provided for the fashion industry as well as human service providers to better prepare for future public health crises.

(Yeeun) Huh, Jennifer; Kim, Naeun Lauren

2024 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-07-2022-0159

Green signaling refers to the notion that environmentally friendly purchases signal consumers' prosociality and willingness to pay more, thus enhancing their social status. This study investigated the green signaling effect among Gen Z and Millennial consumers on social media by adopting costly signaling theory.Design/methodology/approachA series of experimental studies were conducted to test the hypotheses. Thus, a 2 (organic vs. nonorganic) × 2 (luxury vs. non-luxury) between-subjects design was used in Study 1 (150 participants) and a 2 (organic vs. nonorganic) × 2 (high vs. low brand authenticity) between-subjects design was employed in Study 2 (148 participants).FindingsThe results of Studies 1 and 2 confirmed the mediating role of perceived status in the relationship between apparel greenness and purchase intention. However, brand label and authenticity did not have a moderating influence. The overall findings confirmed the green signaling effect of organic apparel in the social media marketing context.Originality/valueThis study contributes to the existing literature by suggesting a cultural capital perspective for promoting green products among Gen Z and Millennial consumers. It also encourages marketers to implement green messaging on social media, highlighting the amount of resources and efforts invested in sustainable production.Research limitations/implicationsThis study adopted existing brands to test the hypotheses, using images of female influencers.

Woldeyohanis, Yilma Geletu; Berndt, Adele; Elifneh, Yohannes Workeaferahu

2024 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-01-2024-0029

This study explores clothing disposal in a developing economy. It focuses on how consumers dispose of clothing and what motives influence them to use a specific disposal method.Design/methodology/approachSemi-structured interviews, a qualitative research method, were conducted with a purposive sample of 27 participants from diverse demographic backgrounds within the developing economy of Ethiopia. The interviews were coded and analysed using thematic analysis to identify categories and themes.FindingsThe findings reveal various clothing disposal methods, such as bartering, donating, gifting, repurposing and reusing, and discarding. Different motives drive consumers to use these methods, including economic benefits, altruism, and convenience.Originality/valueThe study bridges an important knowledge gap in literature mainly on three aspects, as highlighted by previous research. Theoretically, in addition to proposing a different perspective of bartering as a disposal method, the study investigates the motives behind clothing disposal methods from diverse consumer groups and proposes a conceptual framework to illustrate the link between clothing disposal methods and motives. Methodologically, the study addresses the call for a more inclusive and diverse sample, considering gender and varied socio-economic groups. Contextually, while previous research has focused on developed economies, this study explains clothing disposal methods and motives from a developing economy context, specifically Ethiopia.

Silva, Susana C; Shimabukuro Sandes, Fabio; Pires, Ana Sofia

2024 Journal of Fashion Marketing and Management

doi: 10.1108/jfmm-07-2023-0174

The main objective of this paper is to examine the motivators and barriers parents face when acquiring secondhand products for their children while specifically investigating the potential influence of prior experience on the relationship between these motivators, barriers and parents' purchase intention toward secondhand clothing for their children.Design/methodology/approachTo address these objectives, a survey was conducted, yielding 265 valid responses. The sample comprised parents, with 96 having previous experience buying secondhand products and 169 without such experience. Multiple and binomial linear regression analyses were employed to examine the collected data.FindingsTwo motivators (economic motivation and environmental sustainability) and three barriers (social embarrassment, hygiene and risk) were tested, and our findings indicate that environmental sustainability and the perception of risk significantly influenced the intention to buy secondhand products for childrenswear. The results showed that for consumers with previous experience, the perception of risk is nonsignificant, suggesting that experience influences consumers' barriers to buying secondhand products.Originality/valueThis article is focused on the consumer behavior of parents who buy clothes for their children, and it is one of the few articles that proposes and tests a theoretical framework aiming to find empirical evidence about the motivators and barriers to consuming secondhand products in this market.Research limitations/implicationsThis study was specific to the childrenswear market, with characteristics that incentivize secondhand consumption, which might limit the findings.Practical implicationsThe results suggest that marketers should focus their efforts on highlighting sustainability claims when advertising their secondhand products to consumers and investing in incentivizing consumers to buy secondhand products for the first time, as it might reduce barriers to their consumption in the future.