PurposeThe purpose of this paper is to explore factors affecting secondhand clothing acquisition among a sample of US female consumers based on an economic perspective.Design/methodology/approachThis research is descriptive in nature, utilizing a survey of 500 US female consumers to explore relationships between five modes of secondhand clothing acquisition and selected consumer characteristics. Logistic regression was used to analyze the data.FindingsThe significant variables were income, age, number of toddlers and children ages 6-17 present in households, and sewing and repair skills. Income was found to be negatively related to purchasing secondhand clothing, suggesting that consumers view used clothing as an inferior good. Consumers in Gen Y were more likely to be involved in various means of secondhand clothing acquisition, holding income constant, than Baby Boomers.Practical implicationsOvercoming the stigma of inferiority associated with secondhand clothing, encouraging repair skills, and the repair of clothing, reaching out to consumers to build on their interest in DIY projects, and utilizing new technology (e.g. apps for sharing clothes) are practical implications.Originality/valueThe paper examined multiple modes of clothing acquisition rather than a single mode, and contributes insight regarding the economic concept of secondhand clothing as an inferior good.

PurposeThe purpose of this paper is to explore the antecedents of actual purchase behavior vs satisfaction at the point of purchase and the antecedents of actual unplanned vs planned purchase behavior.Design/methodology/approachBy using both survey and actual purchase data from a total of 3,300 shoppers of a Korean fast fashion brand, the multivariate regression analysis and two separate logistic regression analyses were compared to respond to the research questions.FindingsThe noticeable point of the findings is that the factors influencing the level of satisfaction and the probability to purchase were different. As common factors for both actual purchase and satisfaction, value for money, and affordable price are the first things that the practitioners have to keep in mind when developing a strategy for fast fashion stores. However, unplanned shoppers, who are over half of buyers, are negatively influenced by the affordable prices in their buying decisions.Practical implicationsThe results of this study have implications for the retailers, especially those selling fast fashion products in South Korea.Originality/valueThe current study has merit because of its use of secondary data collected by a large marketing research company on Korean domestic fast fashion brand. In particular, the combination of the large sample survey data collected right after shopping and the actual receipt of purchase has its unique value.

PurposeThe purpose of this paper is to examine Chinese consumers’ perception of US-made clothing and purchase intention to US-made clothing; to explore the role of brand in the relationship between country of origin (COO) and consumer perception and purchase intention; and to investigate whether China is a potential market for US-made clothing.Design/methodology/approachA survey was conducted among college students in three cities in China. A 2×3 within-subjects design with two countries and three brands was performed.FindingsFor Chinese consumers, country equity of China is significantly higher than the USA. However, Chinese consumers hold significantly higher perceived quality and perceived price of product for US-made clothing for all American brands. Chinese consumers have significantly higher purchase intention for US-made clothing for popular American brands with average price points.Research limitations/implicationsFurther research could sample different groups which are better representative of the whole population. Different COOs and industrial sectors will be worth of studying. Future research also needs to quantify the potential price increase.Practical implicationsThe conclusions can be applied to business practices by American companies identifying their brand category before developing effective sourcing strategies.Social implicationsThis study sheds light on policy making by bringing a new approach to position US-made products in China and address the trade imbalance between the two countries.Originality/valueThis study deeply examines how different brands affect Chinese consumers’ perception of US-made clothing and purchase intention to US-made clothing.

PurposeThe purpose of this paper is to incorporate an extended technology acceptance model (TAM) and examine how various factors comprehensively influence and determine consumers’ perceptions, attitude, and usage intention of 3D-printed apparel.Design/methodology/approachAn online survey was designed using established measures and 1,002 participants were recruited.FindingsAll external variables were related. Beyond indirect influences, tech optimism still moderately influenced ease of use, but weakly influenced attitude; aesthetics still strongly influenced usefulness and attitude, but weakly influenced usage intention; performance still strongly influenced ease of use, usefulness, and attitude. In addition, only indirect influences came from tech optimism to usefulness and usage intention, aesthetics to ease of use, and performance to usage intention. The TAM relationships were mostly confirmed, except ease of use to usefulness. Usage intention was mostly determined by attitude, which was largely influenced by design, performance, and usefulness, and limitedly contributed by aesthetics and usefulness.Research limitations/implicationsParticipants’ response might be influenced by the provided materials of 3D-printed apparel.Practical implicationsThe present study explicitly showed a complete picture about all possible influences among factors. Business managers can make strategies to meet consumers’ needs based on the current study without worrying about overlooking any possible effects.Originality/valueThe current study, for the first time, examined: consumers’ adoption intention of 3D-printed apparel, the relationships among external variables, and how external factors comprehensively influenced consumers’ perceptions, attitude, and usage intention.

PurposeThe purpose of this paper is to examine the individual and joint effects of collative design factors, complexity and novelty, on aesthetic response to apparel products; and whether the influence of these factors is moderated by consumers’ centrality of visual product aesthetics (CVPA).Design/methodology/approachA mixed factorial experimental design, using women’s tops with design complexity and novelty (high vs low) manipulated orthogonally, was conducted among 260 female participants to test the model and its corresponding hypotheses.FindingsConsumers’ aesthetic response was more positive for high than low complexity and novelty apparel designs. Further, when viewed in combination, high complexity + low novelty and low complexity + high novelty apparel designs were favored over high complexity + high novelty and low complexity + low novelty apparel designs, respectively. High CVPA consumers were more distinguishing than low CVPA consumers with respect to novelty in apparel designs.Practical implicationsThis study suggests that firms need to be aware that complexity and novelty are crucial for consumers when judging apparel designs.Originality/valueThis study fills an important knowledge gap in the aesthetics literature by drawing on the processing fluency theory and Wundt curve and considering the joint effect of novelty and complexity, both critical determinants of a product’s marketplace success.

PurposeBehavioral targeting has become a popular marketing strategy among brands as it enables advertisers to display ads to consumers based on their previous surfing behaviors. The purpose of this paper is to investigate the effectiveness of behaviorally targeted ads for luxury brands and to explore how and when behavioral targeting works.Design/methodology/approachA 2 (targeted vs non-targeted ads) ×2 (culture: China vs the Netherlands) between-subjects factorial design is conducted to test the hypothesis.FindingsThe result reveals that as for luxury brands, behavioral targeting can shorten the psychological distance and in turn lead to a more positive attitude toward the ad. However, the effect of behavioral targeting depends on the culture. In the Netherlands, behavioral targeting can enhance the attitude toward the ad by lowering the psychological distance. However, in China, these effects are mitigated.Practical implicationsThis study contributes to the research of online luxury marketing. First, luxury brands should adapt their marketing strategy to different regional markets. In addition, luxury marketers should not worry about a shorter distance with consumers caused by the use of internet. A shorter distance does not mean to reduce an aura of mystery, but to build up a closer relationship with consumers. Luxury brands are not necessary to be aloof and supercilious like an indifferent robot. A closer relationship with consumers brings more positive effects.Originality/valueThe current research makes important contributions both to the scientific literature and to the luxury industry. First, this research reveals the effectiveness and underlying mechanisms of behavioral targeting for luxury brands and also compares the effectiveness of behavioral targeting in two cultures, which contributes to the current cross-cultural studies and international marketing research. Second, this study also helps luxury marketers to realize the importance of behavioral targeting and to know how and when they can use this new marketing strategy in a global environment.

PurposeThe purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products.Design/methodology/approachFor the current study, the meta-theoretical model of motivation and personality (3M) and its hierarchy of traits proposed by Mowen (2000) were adapted to use in the context of online purchase of mass-customised apparel products. Appropriate and significant constructs and relationships were identified in the four levels of the hierarchy of needs, specifically: one trait in the first level (surface traits), five specific traits in the second level (situational traits), three broader traits in the third level (compound traits), and finally, eight traits in the fourth level (elemental traits).FindingsThis research allowed the identification of pertinent personality traits in the context of online purchase of mass-customised apparel products and the comprehension of the relationships among these constructs using a hierarchical framework.Originality/valueThe originality and value of the current approach is the use of a hierarchical structure of traits to understand the relationship among personality traits in the mass-customisation field, which, to the best of the authors’ knowledge, no study has proposed. Theoretical and methodological contributions to the field derive from the current proposal.

PurposeThe purpose of this paper is to understand the apparel disposal process and explore, specifically, male disposal through consignment vs donation disposal modes. This study hopes to uncover not only the process but the influences that motivate these behaviors.Design/methodology/approachObservations at two sites included conversational interviews with employees as well as consumers disposing apparel through these sites. Collection took place over two months with 26 interviews taking place.FindingsThemes of seasonal change and financial incentive suggest the use of consignment as a separate process for consumers from donation. Consignment suggested value, while donation was viewed as a habit.Research limitations/implicationsPrevious research as well as the findings of this study suggest that apparel donation is similar across genders. They also suggest that consignment is viewed by male consumers as a separate action from donation.Originality/valueLittle to no research has been conducted to understand male apparel disposal, studies on disposal has focused primarily on college-aged females (i.e. Morgan and Birtwistle, 2009). This study adds to a limited body of work to understand the differences and very possible similarities across genders in this behavior.

PurposeThe purpose of this paper is to evaluate the potential of textual haptic information to minimize the effects of need for touch (NFT) in global online environments by testing the effect of hands on description on consumer perception and intention to purchase.Design/methodology/approachThe study was developed in three stages. A total of 140 valid responses were obtained in stage three. Multiple linear regression models and paired-samples t-test were applied to test the hypotheses.FindingsThe results show that textual haptic information has a positive impact on consumers’ perception and on the intention to purchasing.Practical implicationsTo improve online sales firms should minimize the drawback of the inability of touching the product by providing textual haptic information.Originality/valueThe findings are especially valuable since the number of studies assessing NFT in online apparel commerce is currently very limited. Thus, this study adds new empirical evidences to existent body of knowledge and could assist the development of global marketing strategies for increasing online fashion sales.

Purpose – The purpose of this paper is to conceive the concept of inter-industry creative collaboration; a unique kind of cooperation between business partners from diverse industries. It investigates the motivations that encourage their creation and identifies a method to evaluate consumers’ attitudes towards this kind of partnership. The study analyses consumer-based brand equity and links them to inter-industry creative collaborations within the luxury fashion industry. Design/methodology/approach – Research was conducted using a comparative case design, which was qualitative in nature. Four cases were selected purposively. The data were obtained using semi-structured interviews with industry informants and consumer focus groups. Transcripts were thematically analysed according to common categories identified in the literature to enable cross-case conclusions to be drawn. Findings – The research proposes the existence of a direct relationship between the consumer-based brand equity effects and consumers’ attitudes towards inter-industry creative collaborations. This research not only proves the existence of the stated relationship but also generates a theoretical framework that specifically analyses inter-industry creative collaboration involving luxury fashion brands. Research limitations/implications – The usage of convenience sampling limited consumer participants to individuals who considered themselves luxury fashion consumers. In addition, the findings are limited to London, UK and cannot be generalised outside the examined cases. That said, the research provides a useful starting point for further empirical research to test the validity and reliability of the model outside of the stated cases. Practical implications – The proposed theoretical framework serves as a practical guide for luxury managers to assess the planning and execution of inter-industry creative collaborations conducted by their brands. Originality/value – The research makes a contribution to brand management literature by creating a connection between four topics of academic research: motivations of inter-industry creative collaborations; consumer-based brand equity; consumers’ attitudes towards inter-industry creative collaborations; and the creative and emotional elements of luxury fashion.