Abstract
This study aimed to define the specific relationships between fashion style preference on the one side and product, promotion, word of mouth (WOM) and fashion lovers’ behavior on the other side during the COVID-19 crisis. Structural equation modelling (SEM) analysis was employed to unveil the mutual relations of the two and to verify the proposed conceptual model. The conceptual model was tested based on the answers of 642 respondents. The preference for a specific fashion style proved to have an impact on the product, promotion, WOM and fashion lovers’ behavior during COVID-19. Moreover, those elements have an impact on the frequency of fashion apparel consumption. Based on these results, fashion companies can tailor their activities in line with the predominant style of their fashion apparel to improve their economic sustainability during the post-COVID-19 era.
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