Consumer behaviour reflected in store and clothing selection criteria: a pilot study in Canada and England

Similarities and differences in selected clothing acquisition behaviour at two independent sites have been investigated using the Engel, Blackwell and Miniard consumer behaviour model as the conceptual framework. Similar clothing values orientations were found, supporting the assumption of a common Anglo-root culture at both sites. The paper focuses on an outcome of the values issue, namely store selection criteria and clothing evaluative criteria used by university students in Winnipeg, Canada and Newcastle upon Tyne, U.K. Respondents at both sites rated the store selection criteria and clothing evaluative criteria in similar orders of importance. Significant Spearman rank correlation coefficients for store selection criteria (r_s= 0-95) and clothing evaluative criteria (r_s= 0-88) suggest that the common Anglo-root culture of the Winnipeg and Newcastle participants has more influence on the alternative evaluative stage of the decision-making process than marketing stimuli and strategies found at each site. When individual criteria were compared across sites, only three of the ten store selection criteria gave statistically different responses, while three of the 21 clothing evaluative criteria were found to be statistically different.     

Window displays and consumer shopping decisions

Window displays are an ubiquitous and prominent but under-researched element of retail strategy. This paper explores how the store and product category information communicated by a store's windows are related to consumers’ shopping decisions, such as store entry and product purchase, and how these relationships vary for consumer segments that differ in terms of their knowledge of the retailer's product(s). Results of a study conducted in the context of clothing retailers demonstrate that the store entry decision is related both directly as well as indirectly (through acquisition of inferred, store-related information) to the acquisition of observed, store-related information from window displays. However, it is product category-related information (e.g. fashion and product-self fit) rather than store-related information (e.g. merchandise and store image) that is more strongly associated with the product purchase decision. Moreover, consumers with medium levels of clothing knowledge are more influenced by windows in their shopping decisions than those with low or high levels.     

The fashion‐conscious behaviours of mature female consumers

Under‐appreciation of mature consumers as a numerous and comparatively wealthy market segment has resulted in not only lost revenues for business, but also lost consumption and service opportunities for the elderly. In response to expressed needs for more research into actual and desired consumption by older consumers, this study examined the apparel and shopping preferences of mature women in America. Independent living residents were surveyed concerning fashion consciousness, fashion information sources and shopping behaviours. Young and mature consumers’ reactions to female apparel ensembles were compared. Mature subjects purchased apparel for pleasure or need, but less for conformity. Decisions were influenced more by fit and comfort than by fashion, despite suggestions that dressing stylishly was important. New fashions were encountered via catalogue illustrations, social gatherings and window displays. Subjects high in fashion consciousness had greater financial and social involvement with fashion, greater chronological‐to‐cognitive age differences and larger clothing budgets. Young and mature consumers’ responses to apparel illustrations differed significantly. As the mature market expands, attention to age‐divergent definitions of fashion (such as those based upon admiration of comfort) will determine the success of apparel businesses. Assessment of cognitive age will facilitate identification of those mature consumers most predisposed toward fashion consumption.     

Evaluative criteria for purchasing leisurewear: Taiwanese and U.S. students in a U.S. university

The purpose of this research was to provide exploratory information relating to the young consumer market in terms of purchase criteria for leisurewear. Data were obtained from 105 Taiwanese and 126 U.S. students at a major mid-western U.S. university. Direct hand-in questionnaires were employed to obtain a higher usable questionnaire rate. Purchase criteria used for this survey were price, style, brand, fabrication, size/fit, media exposure, colour, country of origin, and quality. Several factors under each criterion were provided. Students were asked to rank the importance of each criterion/factor. Results indicated that much similarity existed between these two groups of students in purchasing leisurewear. However, U.S. students rated highest (in descending order) price, size/fit, style and quality while Taiwanese students ranked highest (in descending order) price, style, quality and size/fit.     

Contemporary outer dress and clothing market source use of Middle Eastern women

Contemporary Qatari women's outer dress and clothing market source use were explored using Hamilton's¹ dress as a cultural subsystem metatheory. Data were gathered by interviewing 50 Qatari female nationals. Dependent variables were traditionalism of outer dress worn in public and private situations and clothing information and acquisition sources. Independent variables were demographic characteristics of age, education, socioeconomic status, work status and travel. Analyses included correlations and t-tests. Outer dress was traditional in most public, but less so in private, situations. As age increased, clothing traditionalism increased. The most used market sources were store displays, TV, video, tailors and the suq. Store display use increased with age, while use of video, TV and salespersons increased as education decreased. Women travelled outside Qatar to acquire clothing and when travelling, most women wore non-traditional outer dress. Findings were compared with a study completed in Saudi Arabia,² Qatari women's contemporary outer dress was less traditional and they used both traditional and non-traditional information sources and traditional acquisition sources more than Saudi women.     

Information seeking by female apparel consumers in South Africa during the fashion decision‐making process

Fashion information is sought during the fashion decision‐making process and can be obtained from various sources such as magazines, fashion consultants, websites and store displays. Various levels and methods such as internal and external search for information are used to assist the consumer in making informed fashion decisions. The broad research aim of this study was to determine which methods, sources and economics of fashion information are sought and used by female educators in Vanderbijlpark (South Africa) during the fashion decision‐making process, and to which extent. A self‐administered, structured questionnaire was used to collect the data. Section A measured methods of information seeking, section B determined the economics of information search and section C investigated sources of fashion information. Demographic information was investigated in Section D. A random cluster sample of eight schools was chosen from the female educating staff of 22 schools. The biggest group of the educators (40.18%) was between the ages of 41 and 50, which according to a South African categorization represents baby boomers. Almost all (95.5%) had a higher education qualification obtained at a university and most (82.14%) were married. Regarding the methods of information seeking, the respondents depended on internal information seeking more than on external methods and were moderately involved in the process. Shopping in stores was regarded the most important source of fashion information. Cluster analysis revealed that four clusters of respondents could be distinguished, each with a specific disposition towards the methods and economics of search as well as sources used during the fashion decision‐making process.     

Compulsive consumption behaviours: investigating relationships among binge eating,compulsive clothing buying and fashion orientation

Compulsive buying and binge eating are examples of compulsive consumption behaviours, and for individuals with these behavioural tendencies, appearance and appearance‐related products seem to be of paramount importance. The purpose of this research was to determine if bulimic behaviours, fashion interest and the importance of being well dressed had a causal relationship with compulsive clothing buying. Subjects completed a compulsive clothing buying scale, the binging/control subscale of the Bulimia Test‐Revised and a fashion orientation scale. A path analysis indicated that binging behaviours and fashion interest significantly predicted compulsive clothing buying, while binging behaviours were not significantly related to fashion interest or the importance of being well dressed. Such findings may suggest that female consumers compulsively buy clothing for different reasons and/or motivations.     

DIMENSIONS OF SATISFACTION WITH PURCHASES OF WOMEN'S DRESSES: BEFORE AND AFTER GARMENT CARE

The purpose of this research was to assess the appropriateness of grouping evaluative criteria used by women in their dress purchases according to instrumental, expressive, and market aspects. Respondents from a random telephone sample were divided into two groups, ‘Care’ and ‘Nocare’, according to whether or not the consumers had cared for (washed or cleaned) their dresses at the time satisfaction was measured. For both groups, factors were generated which were representative of the three aspects of evaluative criteria proposed. The factors reflected expressive, price, selection/size, and performance dimensions of clothing satisfaction. Hence, in analysing clothing satisfaction, researchers must recognize that several functions are served by clothing and reflect these in the research methodology.     

The influence of external design elements on clothing store entry intentions for recreationally and task-oriented female clothing shoppers

This study investigates the influence of the exterior of a clothing store for store entry intentions of potential female recreational and task-oriented clothing customers. First, we analyse the proposed exterior elements of a clothing store that are preferred and affect the willingness to enter the store. Second, we investigate the impact of the most significant exterior elements (e.g. the crowdedness of the store entry and the creative complexity of the composition of the window display) on the entry intentions for recreational and task-oriented potential female shoppers from a self- and other decision perspective. Overall, the results show that task-oriented female clothing shoppers have a higher store entry intention when the store entry is less crowded, and the window display has a creative complex composition. Recreational female clothing shoppers, on the other hand, prefer crowded complex window displays.     

Does Religion Matter? A Comparison Study of the Ethical Beliefs of Marketing Students of Religious and Secular Universities in Japan

This study was designed to examine the determinants of and differences between the ethical beliefs of two groups of Japanese students in religious and secular universities. Multiple regression analysis revealed that students of the Japanese religious university perceived that young, male, relativistic, and opportunistic students tended to behave less ethically than did older, female, and idealistic students. Students of the Japanese secular university perceived that male, achievement-oriented, and opportunistic students tended to behave less ethically than did female and experience-oriented students. Opportunism was found to be one of the most important determinants in explaining misconduct. Multivariate analysis of variance (MANOVA) and multiple discriminant analysis (MDA) revealed that students of the Japanese secular university tended to score higher on achievement and humanism, and lower on theism and positivism than did students of the Japanese religious university. In addition, students of the Japanese secular university were somewhat more sensitive to academic dishonesty practices than were students of the Japanese religious university.     

The influence of college students' shopping orientations and gender differences on online information searches and purchase behaviours

Using the data collected from a survey of 1277 US college students, this study investigated college students' shopping orientations, and examined the relationships between their shopping orientations and searches for information about and purchases of apparel products online and the differences between male and female students in their shopping orientations, online information searches and purchase experiences. Seven shopping orientation constructs were identified: shopping enjoyment, brand/fashion consciousness, price consciousness, shopping confidence, convenience/time consciousness, in‐home shopping tendency and brand/store loyalty. Results showed that participants' shopping orientations were significantly related to their searches for information about and purchases of apparel items online. In addition, male and female participants showed significant differences in their shopping orientations, online information searches and purchase experiences. This study provided suggestions for apparel e‐tailors to develop effective marketing strategies to reach their target market, for consumer educators and for educators in the retail merchandizing area to prepare their students for future careers.     

Book Reviews

Today both Denmark and Sweden are successful fashion exporters due to the re-export of clothing designed in Scandinavia and produced in low-wage countries, while domestic clothing manufacturing has become almost non-existent over the past 20 years. This article compares the strategies of Danish and Swedish trade associations in clothing manufacturing and discusses whether or not the associations encouraged the abandonment of local manufacturing and adoption of global value chains. The analysis is carried out on the basis of interest group theory as developed by Mancur Olson and others, and the findings confirm that interest group influence can entail long-term negative effects, but also that variations in institutional settings are decisive.     

In search of status through brands from Western and Asian origins: Examining the changing face of fashion clothing consumption in Chinese young adults

Consumption for many is increasingly underpinned by the search for and creation of identity and status through specific consumption practices, including consumerism and placing a high priority on brands. One product category where such consumption practices underpin its growth and marketing is fashion clothing. The expressive nature of clothing makes it particularly important in societies where consumerism and status seeking is a priority. In picking up the significance and the role of fashion clothing, this study explores the impact of Chinese young adults’ consumerism, their status consumption tendencies and decision-making style on their perceptions of fashion clothing brands’ status, with origins from the West versus Asia. The results show that Chinese young adults prefer fashion clothing brands with Western origins over those with Asian origins. The levels of consumerism, status consumption and decision-making styles were major contributors to how they perceived the brands, and in this sense western fashion clothing brands may communicate status and wealth better than Asian brands. Further, the findings show a willingness on the part of young Chinese adults to buy more than what they need and look for prestigious-symbolic brands of fashion clothing.     

Gender as a moderator of the relationship between materialism and fashion clothing involvement among Indian youth

The research examines the role of gender in moderating the relationship between materialism and product involvement with fashion clothing among the Indian youth. The Richins materialism scale and the product involvement and purchase involvement scales developed by O'Cass were used to understand the behaviour of Indian youth towards fashion clothing. The sample (n = 254) comprised of university students from different parts of India. The findings indicate that Indian youth do not possess a high level of materialistic tendencies. Gender has a moderating influence on the relationship between materialism and involvement with fashion clothing. Young men and women differ with respect to their involvement with fashion clothing and even more with regard to their involvement with the purchase of fashion clothing, with women reporting a higher level of involvement in both cases.     

Second‐hand clothing consumption: a cross‐cultural comparison between American and Chinese young consumers

There has been an enormous increase in the economic power and global scope of the second‐hand clothing trade since the early 1990s. Young consumers are a major driver behind the growth of the second‐hand clothing industry in the US. While the stigma of buying second‐hand clothing is fading in the western countries, little is known about second‐hand clothing consumption in the Asian countries. The purpose of this study is to empirically investigate young consumers' behaviours towards second‐hand clothing from a cross‐cultural perspective in the US and Chinese contexts. Results of this study indicated significant differences in young consumers' second‐hand clothing consumption behaviour between the two countries in the following aspects: past purchase experience, perceived values and concerns, perceived subjective norm and future purchase intention.     

CLOTHING,AMBIENT TEMPERATURE AND COMFORT – I

Male and female students prefer much the same ambient temperature in their study-bedrooms but it is noticeable that men wear significantly more clothing than women. The same is true of Japanese students even though the preferred temperature is lower than the English students find comfortable. Overseas students of recent arrival in England tend to keep their rooms at the same temperature as the English students but wear more clothing. After a longer period in England these overseas students wear less clothing but keep their rooms significantly warmer.     

Drivers of clothing disposal in the US: An exploration of the role of personal attributes and behaviours in frequent disposal

Clothing products remain important in today's consumer culture, but the sustainability of that consumption is questionable, as it often leads to excess waste. The purpose of this study was to explore the drivers of clothing waste, and to investigate the influence of demographic factors and personal attributes on disposal frequency. An online survey was conducted to over 500 men and women in the US from three different generational cohorts. The survey investigated fashion trend sensitivity, shopping frequency, quality and price consciousness as well as demographic factors, utilizing 5‐point Likert scales. On the basis of literature, seven hypotheses were developed. Correlational analysis, independent t‐test and one‐way analysis of variance were conducted to test the hypotheses. Results indicate that fashion trend sensitivity, fashion shopping frequency, higher incomes, younger age groups and being female are all positively correlated with frequent clothing disposal. Interestingly, quality consciousness was positively correlated to frequent clothing disposal, while price consciousness was negatively related to clothing disposal frequency. This study contributes to the literature by providing a more specific examination of the drivers of frequent clothing disposal and providing empirical evidence to support previous exploratory studies.     

Determination or appropriate content for a clothing and textiles specialized course

A survey of teachers, parents and students was conducted to determine appropriate content for a semester course in clothing and textiles. A review of literature including research, curriculum guides, projections of future trends in clothing and textiles and knowledge needs of consumers served as the basis for developing the instrument. The initial list of topics identified was reduced to 13 major topics and 66 specific items by a panel of eight experts. The instrument was used to survey 1200 teachers, parents and students. A total of 327 surveys were returned. Respondents were varied on most demographic characteristics identified. Results were analysed to determine the significance of differences between the responses of the three groups. Respondents indicated that no more than Homemaking I should be required as a prerequisite for a clothing and textiles semester course and that simple clothing construction skills should be included. The overall rankings of the 13 major topics was: wardrobe planning, clothing selection, clothing construction, buying clothing, clothing care, clothing alterations, sewing tools and equipment, effects of clothing on individuals, design in clothing, textiles, family clothing, influences on fashion, clothing and textiles careers. Significant differences between groups existed for mean importance scores of 36 of the 66 specific topics. Teachers' mean importance scores differed from those of parents and/or students on 33 topics. Recommendations for content of a clothing and textiles semester course were based on the findings.     

Materialism,fashion consumers and gender: a cross‐cultural study

The purpose of this study was to examine the relationships among materialism, gender and fashion consumer groups from two countries – one representative of an individualistic culture (US) and one representative of a collectivistic culture (Korea). Participants were 397 students from a university in Korea (n = 221) and a university in the US (n = 176) who completed the questionnaire. The materialism construct showed adequate reliability for participants in both cultures. Fashion change agents scored higher on materialism (centrality and success) than fashion followers. Females scored higher on materialism than males which seemed to be based on higher scores on the centrality subscale. Participants from the US and Korea differed on all three subscales of materialism with US participants scoring higher on centrality but lower on success and happiness than Korean participants. The findings of this study provide valuable implications for fashion marketers and retailers in Korea and US. The findings are limited to Korean and US consumers and cannot be generalized to other cultures. This paper fills a gap in the literature by comparing materialistic values between genders and fashion consumer groups in an individualistic culture (US) and a collectivistic culture (Korea).     

Perceptions of functional clothing by able-bodied people: the other side

Functional clothing was examined as a factor in social interactions between physically disabled and non-disabled people. In the present study, the perceptions of able-bodied college students were compared with the evaluations of students with physical disabilities from a previous study. Seven line drawings of clothing with functional features were rated on semantic differential scales in a self-administered questionnaire. The non-disabled students were more positive than the disabled students on all of the scales for five of the seven styles. The able-bodied subjects also tended to use more global constructs when perceiving the styles than did their disabled counterparts, who were more likely to distinguish function as a separate dimension. Sex differences were found, with a tendency for the females to be more positive than the males in their ratings of the styles. Implications of the data and suggestions for further research are discussed.