Influence of collective self esteem on fashion clothing involvement among Indian women

Abstract

PurposeThe purpose of this paper is to study the influence of collective self esteem, age, income, marital status, and education of Indian women in predicting their fashion clothing involvement.Design/methodology/approachData were collected by contacting women in their offices, colleges, and malls in five different cities of India (n=397). The self‐administered questionnaire contained items from collective self esteem and fashion clothing involvement scale.FindingsFashion clothing involvement of Indian women is influenced by age, importance to identity, and public esteem.Research limitations/implicationsThere is a large representation of the younger consumer group in the sample. This makes the study findings relevant for targeting young population groups. Distinction has not been made in the sample according to student, working women, and housewives. Further research can be undertaken to understand if women's fashion clothing involvement varies according to their working and non‐working status.Practical implicationsThe findings can prove helpful to international and national apparel manufacturers and brands in planning branding and marketing strategies to promote fashion clothing among Indian women.Originality/valueThis is the first study to understand the fashion clothing involvement of Indian women with respect to collective self esteem.