The effect of consumers' involvement and innovativeness on the utilization of fashion wardrobe

This study proposed wardrobe utilization as a means of explaining consumer clothing use behaviour, and aimed to explore its relationship with other antecedent variables. We posit that use innovativeness functions as an antecedent of wardrobe utilization within a model comprised of fashion‐related variables, such as fashion innovativeness and fashion involvement. An empirical study was conducted to test this relationship with 211 adult women between the ages of 20 and 40 years. In order to calculate wardrobe utilization, the number of clothing items worn by each respondent was divided by the total number of clothes that the respective respondent owns. The findings of this study revealed a measureable effect of use innovativeness on wardrobe utilization and apparel purchase behaviour. In addition, fashion innovativeness and fashion involvement was shown to affect use innovativeness; however, the two variables did not have a significant impact on influencing wardrobe utilization. These results showed that use innovativeness plays a role of the full mediator variable in the path from fashion involvement and fashion innovativeness to wardrobe utilization. These also indicated that people who are very innovative in their use of fashion are likely to broadly utilize their respective wardrobes. Finally, the impact of purchase behaviour on wardrobe utilization was dismissed, as purchase behaviour and use behaviour were found to be clearly distinguished from one another. Clothing utilization is related to the life cycle of clothes including their purchase, usage and disposal. And in better understanding clothing utilization, the needless waste of clothing would be reduced and would encourage better management of clothes after their purchase. In the context of the product life cycle, this study of clothing use behaviour can assist in building a more sustainable environment for the textile and fashion industry.     

Service innovativeness in retailing: Increasing the relative attractiveness during the COVID-19 pandemic

COVID-19 primarily spreads through close contact between humans and has affected retailing industries extremely hard. To manage the situation retailers have turned to service innovation to change their operations to make consumers feel safe while shopping. This research focuses on the role of service innovativeness in retailing firms during the COVID-19 pandemic through an empirical study of almost 6000 consumers of 28 retailing firms. The results suggested that retailers with high service innovativeness performed COVID-19 imposed innovations better to improve their relative attractiveness. For retailers with physical stores, changes to the servicescape and the offering were found to be the key antecedents of service innovativeness. The findings on COVID-19 imposed service innovations demonstrate the importance of service innovativeness in successfully changing retailing services to adjust to the restrictions from governments and safety needs of customers.     

Responses to out-of-stocks and on-shelf availability in UK fashion retailing

The purpose of this study is to examine the attitudes and approaches adopted by fashion retailers when presented with an out-of-stocks (OOS) issue and to measure in store on-shelf availability (OSA) of one particular fashion retailer across a sample of stores across the United Kingdom. The research was carried out in three phases. The first two phases used participants' observation/mystery shopper techniques to determine shop-floor representatives' responses to an OOS situation in the jeans category of seven retailers and then to measure the OOS/OSA of a sample of 10 stores of a middle market fashion retailer in the United Kingdom. A comparison with the electronic inventory database readings was then carried out. The final phase involved interviews with head office management to explore possible differences between headquarters (HQ) policy and store operations. The first phase of the research revealed that all retailers had processes available to them at store level to solve OSA issues, but six of the seven retailers could not solve the problem. From the in-depth survey of OSA in the sample of stores, availability was on average 79% against a database availability figure of 90%. The difference of 11% is mainly related to inventory inaccuracy. The interviews with head office management did reveal that the differences in attitudes between HQ staff and store staff could be attributed to a lack of communication to train staff adequately on processes to solve OOS issues.     

Young consumers’ innovativeness in apparel choices: A model including consumer self‐confidence

In industries with network effects, consumer innovators help to trigger the critical mass needed for a product innovation to be successful. Thus, firms can benefit from actions that increase consumer innovativeness in their target markets. Consumer innovativeness has been associated with variables such as hedonic shopping motivation, impulsiveness and status seeking. There is limited work on the impact on consumer innovativeness of consumer characteristics that reflect consumers’ self‐confident ability to choose. This study proposes and tests a model for consumer innovativeness that incorporates variables from previous research and uncovers the importance of consumer self‐confidence. We collect survey data from 534 Chilean girls, ages 10–15. After building constructs with the help of exploratory factor analysis, we analyze the data with linear regression estimation (via OLS). Our results reveal that consumer self‐confidence is positively and significantly related to consumer innovativeness. Our findings also add evidence ‐from a younger age group‐ regarding the significance of status seeking, impulsiveness and hedonic shopping motivation on consumer innovativeness. Results suggest that companies could leverage consumer innovativeness by taking actions to increase consumers’ self‐confidence. Innovative apparel choices in young consumers could possibly also be strengthened by communicating status achievement and by enhancing shopping enjoyment.     

Investigating consumer attitudes and intentions toward online fashion renting retailing

Due to growth of access-based consumption businesses, it is important to understand how consumers perceive online fashion renting services. Based on two theories, the Theory of Reasoned Actions and expectancy-value approach, this study aims to examine the influence of consumers' attitudes and subjective norms on their intentions to participate in online fashion renting, and to investigate behavioral beliefs that may cause them to form favorable intentions toward online renting. In order to do this, a total of 300 sample surveys were collected from U.S. consumers. To assess the respective measurement model, confirmatory factor analyses were performed, and a structural path analysis was performed to verify the hypothesized relationships. This study empirically asserts that attitudes and subjective norms are key predictors of consumers' intentions to participate in online fashion renting. Consumers' attitudes toward online fashion renting were determined by assessing their perceptions of its relative advantages, compatibility, ownership, and ecological value. While acknowledging the influence of subjective norms and previous fashion rental experience, online fashion rental platforms are also advised to engineer strategies to engage consumers in this practice and to encourage peer referrals. This study sheds light on the determining factors that shape consumers’ attitudes towards and intentions to participate in online fashion renting, from which appropriate business strategies could be devised to enhance consumer engagement and expand the online fashion rental market.     

An assessment of organic apparel,environmental beliefs and consumer preferences via fashion innovativeness

The topic of organic apparel has been widely discussed among academics and practitioners in recent years. While numerous studies have been done on the topic, few studies to date have assessed the topic of fashion innovativeness and its influence on attitudes towards organic apparel. In addition, an evaluation of consumer preferences for organic apparel from a conjoint analysis perspective has not been implemented. Thus, the purpose of the present study was to identify which organic apparel attributes are most important to high fashion innovativeness and low fashion innovativeness groups. Furthermore, the variables of environmental beliefs and attitudes towards purchasing organic apparel were assessed. An online survey was developed to measure the variables, including a full profile discrete choice design used to measure attribute preferences for t‐shirts. The data were analyzed using a multinomial logit model and desirability indices. The results indicated that the low fashion innovativeness group preferred organic and eco‐friendly apparel more than the high fashion innovativeness group. In addition, when examining high fashion innovativeness and low fashion innovativeness groups overall, the preferred t‐shirt was Dri‐Fit, Cotton Jersey Knit, Made In America, Eco‐Friendly and $25.00. However, when examining high fashion innovativeness and low fashion innovativeness groups separately for the preferred t‐shirt, differences appeared in Sustainable. The results suggest that high fashion innovativeness and low fashion innovativeness groups may desire different organic apparel attributes when considering organic apparel.     

The impact of market orientation on product innovativeness and business performance

The paper reports a study of the impact of market orientation on business performance. The use of product innovativeness is proposed as a mediator of the influence of market orientation on business performance. Product innovativeness is defined along two dimensions: use of new-to-the-firm and use of new-to-the-market products. Business performance was represented by relative price premium, sales growth, capacity utilization, and profitability. The findings provide support for the positive influence of market orientation on both dimensions of product innovativeness. However, only use of new-to-the-market products turns out to be a positive contributor to business performance.     

Fashion consumer profiles in the Portuguese market: involvement,innovativeness, self‐expression and impulsiveness as segmentation criteria

This study identified fashion consumer profiles among Portuguese young adults. The work was based on four constructs: fashion involvement, fashion innovativeness, self‐expression through fashion products and impulsiveness. Another purpose of this study was to test these instruments in this cultural context in order to contribute to the generalizability of the scales. A cluster analysis uncovered three groups: Moderates, Apathetic and Enthusiasts. On the whole, this study proposes a new way of segmenting Portuguese fashion consumers and demonstrates that the four constructs employed can be used in different cultural contexts.     

Hierarchical effects of product attributes on actualized innovativeness in the context of high-tech products

This paper examines the influence of product attributes in high-tech products on consumers' actualized innovativeness. In Stage 1, product attributes are identified based on interviews with consumers. In Stage 2, a survey is conducted with a different set of consumers in order to classify the product attributes into primary, secondary or tertiary attributes and to test the hypotheses. The results reveal that primary, secondary and tertiary attributes have a reverse hierarchical influence on actualized innovativeness. That is, tertiary attributes influence the actualized innovativeness most, followed by secondary, and then by primary attributes. However, only primary attributes positively moderate the relationship between inherent and actualized innovativeness. These results can help marketing researchers and practitioners understand the influence of product attributes on behavioral aspects of consumer innovativeness.     

The moderating effects of in-store marketing on the relationships between shopping motivations and loyalty intentions

This study attempts to understand the moderating roles of in-store marketing by incorporating the effects of shopping motivations on repatronage and word-of-mouth intentions in the context of fashion apparel by applying theories related to self-determination and social impact. Structural equation modeling using data collected from young adult fashion apparel shoppers in Thailand reveals positive effects of shopping motivations. The utilitarian shopping motivation shows a greater effect in predicting loyalty intentions than hedonistic shopping motivation. In-store marketing is shown to have a moderating effect on loyalty intentions, although the influence of each moderator on the investigated direct effects varies. The findings can prove helpful to fashion apparel retailers in developing effective advertising and promotional strategies that correspond to the specific needs of the shoppers to promote store loyalty intentions.     

Gender,fashion consumer group,need for touch and Korean apparel consumers' shopping channel preference

Shopping preferences are affected by the culture in which an individual grows up as well as by individual differences in consumers such as differences in gender, fashion leadership and need for touch. The current study examined the influence of consumers' need for touch and fashion leadership on preference for shopping outlets (e.g. touch and non‐touch shopping channels) between genders and within a particular culture. The purpose of this study was to examine gender, fashion consumer group, need for touch and Korean apparel consumers' shopping channel preference. Participants were a convenience sample of 262 Korean college students who were recruited in Changwon, South Korea. A questionnaire was compiled that included a request for demographic information, the Need For Touch scale, the Measure of Fashion Innovativeness and Opinion Leadership, and items assessing preference for touch and non‐touch shopping channels for clothing. Women and men did not differ in overall need for touch or instrumental need for touch. Fashion change agents and fashion followers did not differ in their preference for touch and non‐touch shopping channels. Preference for touch shopping channels was more greatly affected by variables such as need for touch, gender, and fashion innovativeness and opinion leadership than preference for non‐touch shopping channels. Preference for non‐touch shopping channels was virtually unaffected by the variables examined in the current study. Implications for theory and research are provided.     

Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement

This study aims to examine what makes the image content of fashion brands successful on Instagram, while comparing between luxury and fast fashion brands. A quantitative analysis of a massive collection of fashion photos posted by notable luxury and fast fashion brands was therefore conducted to identify specific patterns in these images based on four important visual content variables: the use of a brand name, brand logo, text, and hashtag. This study also examined how user engagement levels vary depending on each visual content variable. This study made several interesting findings: (1) luxury brand images with logos and brand names had higher user engagement whereas fast fashion brand images did not show this same trend; (2) the size of the brand name and logo in an image was negatively related to the user engagement or had no effect, regardless of the brand category; and (3) the use of embedded text within an image positively influenced user engagement for luxury brands whereas it negatively influenced user engagement for fast fashion brands.     

Antecedents of brand citizenship behavior in retailing

There has been increased interest in retail branding yet there is a dearth of internal branding research in this industry. The purpose of this study is to explore the antecedents of Brand Citizenship Behavior (BCB) in a retail environment. The role that the frequency of employee contact with customers plays will also be examined. A further aim is to give guidance to retailers on how they should develop an internal branding management strategy. A conceptual model provides a foundation for the study. A literature review of the brand citizenship behavior and the related constructs was undertaken to inform the model. The results show support for the hypothesized relationships. Significant differences between managers and associates as well as between full-time and part-time associates were found. Recommendations are presented to retailers.     

Centrality of visual product aesthetics,tactile and uniqueness needs of fashion consumers

The purposes of this study were to determine whether fashion consumer groups (fashion followers, fashion innovators, fashion opinion leaders and innovative communicators) differ in centrality of visual product aesthetics, consumers' need for uniqueness and need for touch, and to examine possible correlations among these variables. Fashion design and merchandizing students completed the following scales: Need for Touch, Consumers' Need for Uniqueness, Centrality of Visual Product Aesthetics, Measure of Fashion Innovativeness and Opinion Leadership plus demographic information. Innovative communicators had a greater need for uniqueness than followers and opinion leaders, but not than innovators. Fashion followers scored lower on Centrality of Visual Product Aesthetics than did innovative communicators, innovators and opinion leaders. There was no difference in Need for Touch among fashion consumer groups. Scores on Need for Touch were positively correlated with scores on Centrality of Visual Product Aesthetics and Consumers' Need for Uniqueness. Scores on Centrality of Visual Product Aesthetics were positively correlated with scores on Consumers' Need for Uniqueness. Scores on Fashion Innovativeness and Opinion Leadership were positively correlated with scores on Centrality of Visual Product Aesthetics and Consumers' Need for Uniqueness. Scores on Fashion Innovativeness and Opinion Leadership were not significantly correlated with those on Need for Touch. Fashion consumer groups did differ in centrality of visual product aesthetics and need for uniqueness, but not in need for touch.     

Conceptualizing and measuring consumer perceptions of retailer innovativeness in Taiwan

This study aims to develop a reliable and valid measure of perceived retailer innovativeness (PRI) in Taiwan. Both qualitative and quantitative analyses were employed. A qualitative content analysis from six focus group interviews concludes a specific form of PRI. The quantitative study, which contains 486 7-Eleven and 489 Carrefour consumers, provides an exploratory and confirmatory factor analysis in examining the validity of PRI scale. Consumer perceptions of retailer innovativeness can be conceptualized as emotions, cognitions, and behavior responses evoked by store-related stimuli that are part of the offerings, services, design, and activities of a store. Four dimensions have been identified, namely, perceived product-related, service-related, promotion-related, and experience-related innovation capabilities. The PRI scale might be valued by academic scholars for its application for future studies, particularly in an era of intense competition in which innovation is considered as a critical strategic tool for differentiation.     

The emergence of Italy as a fashion country: Nation branding and collective meaning creation at Florence’s fashion shows (1951–1965)

Abstract

We analyse the emergence of Italy as a fashion country with a reconstruction of the history and impact of the collective fashion shows that Giovanni Battista Giorgini organised in Florence in 1951–1965. Our cultural analysis highlights the role events play in the mobilisation of local actors and the creation of nation brands, which we conceive as ongoing narrations built on a country’s material and symbolic resources that differentiate its image in valuable ways for export markets. Despite their decline, the Florentine shows created an intangible asset that facilitated the ascent of Milan as Italy’s fashion capital in the 1970s.     

Consumer responses to trade-offs in eco-friendly clothing: The moderating effects of fashion leadership and regulatory focus

Consumers of eco-friendly clothing often face trade-offs between eco-friendliness and other product attributes. Across two experiments, we investigate the moderating role of fashion leadership and regulatory focus in such trade-off situations. Our results suggest that while non-fashion leaders are willing to trade-off hedonic attributes for eco-friendliness, fashion leaders are not willing to trade-off either hedonic or utilitarian attributes. It is also suggested that prevention-focused fashion leaders are more likely than promotion-focused fashion leaders to trade-off hedonic attributes for eco-friendliness. Implications for practitioners as well as directions for future research are discussed.     

Changing the game to compete: Innovations in the fashion retail industry from the disruptive business model

Unprecedented competition and emergent technologies have posed a challenge to many traditional retailers in recent years. Yet within this competitive environment, emerging innovative business models have thrived and successfully disrupted the industry. We analyze the nature of disruptive business-model innovations and the ways they disrupt the fashion retail industry. To that end, we examine three disruptors in the industry: born-digital brands, AI-enabled demand forecasting and product design, and collaborative consumption. After introducing the concept of disruptive business-model innovation, we discuss the three disruptors’ effects on the fashion industry. We find that all of these models keenly answer fundamental needs unmet by current business models, such as offering quality products at a competitive price, curated services, and sustainable consumption. At the same time, all three disruptors suggest effective operation models for handling demand uncertainty, inventory management, and timely responses to the market, all of which are inherent issues for current push supply chains and forecast-based, inventory-driven systems. Based on this analysis, we discuss important implications for both academics and industry practitioners.     

Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice

The fashion industry has recently heeded the call for sustainability and ethically sound production. There has been, however, a reluctant uptake of these products with many consumers and a seeming conflict with existing ‘fast fashion’ desires in this area. This study explores the attitudes of fashion consumers toward sustainable products, ethical fashion purchasing and their subsequent behaviour. The research applies the developmental theory model to a fashion context, finding fashion consumers can be categorized into one of three groups: ‘Self’ consumers, concerned with hedonistic needs, ‘Social’ consumers, concerned with social image and ‘Sacrifice’ consumers who strive to reduce their impact on the world. These different groups view fast fashion in conflicting ways and subsequent implications for marketing sustainably produced fashion products to each group are, thus, significantly different.     

Intellectual capital and innovativeness in software development firms: the moderating role of firm size

Abstract

We examine the effect of intellectual capital on firms’ innovativeness and the moderating role of firm size in software development firms in Kenya. Using moderated regression analysis, we found support for the proposition that human and social capital enhance firms’ innovativeness. We did not, however, find any significant effect of organizational capital on firms’ innovativeness. The results from the moderated regression suggest that the smaller the firm, the stronger the influence of intellectual capital on firms’ innovativeness. The results therefore indicate that human and social capital are critical in the innovation process and so firms that neglect these capitals are unlikely to realize the potential to innovate particularly in software development firms.