Fashion opinion leadership among working and non‐working women

Abstract

Abstract The purpose of this study was to examine fashion opinion leadership among working and non‐working women. Data were collected by mail survey from 630 working and non‐working women in the USA. Employment orientation (i.e. viewing work as either a job or a career) and satisfaction with career apparel were investigated among working women to determine whether there are differences in these dimensions between fashion leaders and fashion followers. Results contradict earlier studies by indicating that fashion opinion leadership among working and non‐working women is independent of education and income. Fashion opinion leadership among working women is independent of occupational level. Whether one works in a managerial position or a service position, or one considers work to be a job or a career, has no significant effect on fashion opinion leadership. Fashion opinion leaders among working women demonstrated greater satisfaction with career apparel and were younger than their fashion follower counterparts. Fashion leadership, regardless of work status, was found to be a strong determinant of apparel satisfaction for all women. The results suggest that the effect of being a fashion opinion leader may be greater when considering apparel that is more salient to the wearer.