Fashion Brands Research Articles

Organization Sustainability Communication by Fashion Brands: A Qualitative Analysis of Messaging and Engagement on Facebook and Instagram

Sustainability is a broad concept and sustainable consumption includes using products and services that not only meet consumer needs but also minimizes the use of natural resources. Brands use social media (SM) to engage with consumers as it enables the brand to build an emotional connection, hence a great platform to provide sustainability related messaging. Thus, using consumers’ online brand-related activities (COBRA) as the theoretical framework, the purpose of this study was to develop an understanding of how sustainable brands utilize SM platforms for organization sustainability communication. Instagram and Facebook were selected for their high-frequency usage and five sustainable fashion brands were evaluated. Seven hundred and twenty-seven sustainability-related posts and 66,821 comments were analyzed using a qualitative content analysis approach, an established and credible methodology. Three months of SM posts were compiled and examined. Data was coded systematically as deemed appropriate based on the qualitative content analysis approach and resulted in 20 sub-themes across eight thematic categories. The findings of this study provide implications for enhancing stakeholder engagement through (1) content strategy (e.g. video content in sustainability messaging), (2) imagery (e.g. the use of lifestyle content and influencers), and (3) messaging strategy (e.g. educational posts that provide insight into brands’ sustainability initiatives).

The Impact of Counterfeit Products in the Luxury Fashion

Counterfeit products have a huge impact on the luxury fashion industry. It undeniably has an economic impact involving the revenue of these luxury fashion brands. It also has an impact on the brand image and reputation, and consumer perception of luxury fashion brands. The main goal of the study is to study various factors contributing to this cause and its impact. The study focuses on four main primary aspects: counterfeit products and the industry, consumer perception, consumer purchase decisions, and its overall impact on the luxury fashion industry. To provide a comprehensive understanding of the relationship between counterfeit products and their impact on the luxury fashion industry various literature related to consumer motives for selecting counterfeit products and the impact these motivations have on the luxury fashion industry have been studied. The research also makes use of a questionnaire conforming to the Gen-Z and Millennials (Age 18-25<) of Bangalore city enquiring into the various aspects and causes. This questionnaire aims to study the responses in depth and come to a conclusion about the effects of counterfeiting including the damage to the brand image, and reduction in consumer trust and perception while raising questions about the legal initiatives put in place to combat violation of the creativity and exclusivity of luxury fashion brands.

How do consumers’ fashion lifestyles differentiate their logistics preferences for fashion products?

PurposeThis study addresses the knowledge gap on consumers’ logistics preferences for online fashion retailing. Despite the effects of operational attributes, including fulfillment cost, speed, time, and convenience, this study further characterizes consumer heterogeneity in fashion shopping with a fashion lifestyle measurement scale, and examines how such heterogeneity differentiates logistics preferences. Design/methodology/approachA questionnaire that consists of attitudinal measurements on fashion lifestyles and a stated choice experiment is disseminated to an online panel in Singapore. The collected responses are analyzed using the Integrated Choice and Latent Variable model. FindingsThis study concludes the significant effects of fulfillment cost, speed, specificity of home delivery slot, and distance to pickup locations on consumers' logistics choices. Meanwhile, consumers’ fashion lifestyles, including fashion consciousness, brand focus, and enjoyment orientation, are found to have considerable correlations with their heterogeneous logistics preferences. Originality/valueThis study fills the knowledge gap regarding online fashion consumers’ logistics preferences. Despite the generic operational attributes, special attention is dedicated to the unique feature of fashion shopping with differentiated shopping motivations. With such treatments, this study advocates the incorporation of segment-specific attributes in future consumer logistics research. Meanwhile, this study pioneers the inspection of the nexus between shopping motivation and logistics preference, which paves a new direction for future exploration. Practical implicationsThis study allows practitioners to predict channel demand with consumer profiling, and make informed logistics decisions, such as inventory management. This can effectively strengthen practitioners’ economic sustainability to remain competitive in contemporary consumer-centric shopping landscapes.

“Vanity fair on Instagram”: The roles of vanity, materialism, social comparison, Instagram usage intensity, and market mavenism in social commerce

The present article is an attempt to offer insights into interconnections among consumer personality, individual difference factors, Instagram usage behavior, and luxury fashion brand attitude in contemporary Web 2.0 technological environments. To this end, the study particularly focused on Instagram, a highly visual social media platform, mostly used in the form of a mobile app. Instagram fits the purpose of consumers’ vanity. Personality mechanisms, known to produce effects of personality traits on digital technology usage behaviors, that shape consumer behavior in the context of Instagram usage and luxury fashion brand consumption were examined. A cross-sectional survey was conducted among actual Instagram users recruited from M-Turk Prime Panel. A series of structural equation models (SEM) were estimated using Mplus 8. Two structural equation models are estimated: one with objective Instagram usage frequency, and the other with subjective Instagram usage intensity. Results show dynamic associations among Instagram users’ personality variables, individual difference factors, Instagram usage frequency/intensity, and luxury brand involvement. In light of the power of Instagram in luxury fashion branding, the current study proposes a variety of personality mechanisms and individual difference factors (vanity, materialism, social comparison orientation, obsessive-compulsive/impulsive buying tendency, and market mavenism) that shape Instagram users’ attitude toward and involvement with luxury fashion brands in Web 2.0 social commerce.

ISLAMIC MOTIFS: THE RECOGNITION OF MALAY MEN’S FESTIVAL COSTUMES IN MALAYSIA

The Malay men’s fashion trend in Malaysia has been developing rapidly since the early 1990s. The trend started with the style that has festive details printed motifs on the Baju Melayu at that time. As time goes by, the Muslim fashion trend in Malaysia then turned into a luxury style, it more accentuates on the detail of cutting line or motifs on the fabric. The purpose of this study was to recognize the Islamic motifs of fashion and design on the Malay men’s festival costumes in Malaysia. The research statistical garments included from Baju Melayu, Jubah and Kurta collections. The research sample was the Islamic Malay men’s clothing and attire in Malaysia. The research design was visual-analytical. Data collection was done through qualitative methods by using online fashion brand references. Meanwhile, secondary data were gathered through referencing academic works like books, journals, and magazines on Islamic values and Malay garments. The results of data analysis showed that Islamic motifs, were identified among the designs related to Islamic fashion.

Factors Driving Consumer Impulse Buying On Fashion Products at Tiktok Live

The TikTok live-streaming commerce trend is swiftly gaining popularity in Indonesia, with numerous local fashion brands effectively capitalizing on this opportunity to boost their sales within a short timeframe. Previous research suggests that impulsive buying behavior serves as the underlying factor for this phenomenon. Hence, this research was carried out to investigate consumer behavior in live-streaming commerce, aiming to assist small-scale fashion businesses in enhancing their sales. The Stimulus Organism Response (SOR) Model uses price promotion, promotion time limit, streamer-consumer interaction, and consumer-consumer interaction to influence the consumer’ impulsive buying by perceived risk. The quantitative approach collected 445 data from Indonesia TikTok active users who have watched a fashion broadcast and have purchased during the broadcast. The result found that perceived risk significantly affects consumer impulsive buying behavior. The price promotion, promotion time limit, and consumer-consumer interaction were found to have a strong influence on perceived risk. Then, perceived risk-mediated promotion time limit and impulsive buying decision. It means that promotional time limits indirectly affect impulsive buying decisions. Thus, developing effective price promotion, promotion time limit, and consumer-consumer interaction strategy to drive their perceived risk making a purchase, and arrange an impactful promotion time limit tactic.

Emerging Online Trends of Fashion Brands Buying: A Post-Pandemic Analysis

The COVID-19 pandemic emerged as a stronger predictor of transforming the world into a virtual world of social media and online communities. The year 2020 was seen as extraordinary amidst the pandemic, witnessing online trends in advertising, services, and buying. To understand this shift in online trends, this research used the adaptive structure framework, which suggests how technology helps users in decision-making. This study analyzed the audience’s buying behavior and the construction of social relationships in early & post-pandemic times, employing a longitudinal survey design. From November 2020 to July 2023, 3 surveys were conducted among Pakistani audiences, with a sample size of 200 each time. Results suggest that, after the pandemic, audiences explore the social media content of fashion products before actually buying them. Additionally, the online presence of fashion products, the adoption of technological applications in the fashion industry, and the role of social media as a tech assistant simultaneously affect the buying habits and social relationships of users.

Research on the Digital Transformation of Guochao Brand Image Driven by Visual Communication Design

With the development of digital technology, the digital transformation of Guochao brand image has become an inevitable trend. Visual communication design plays a key role in this. This study takes the "Longmen" brand packaging design as an example to explore the digital transformation of national fashion brands driven by visual communication design. The article analyzes the background of digital transformation and defines the concept of visual communication. At the same time, discussions were held on the digital transformation of Guochao brand image and application strategies were proposed. Through an in-depth study of the historical and cultural connotations of the "Longmen" brand, it provides theoretical and practical guidance for the digital transformation of national fashion brands, while providing reference and inspiration for visual communication design and brand management research.

The Effect of Live Streaming Quality on Purchase Intention through Immersive Experience, Consumer Trust, and Perceived Value (Study of This is April Consumers on TikTok)

Live-streaming shopping has become a new trend since the pandemic in 2020 where live streamers promote and sell products to consumers via social media channels by increasing intimacy and communication. This Is April is one of the leading fashion brands in Indonesia that focuses on fulfilling women's desires for fashionable, affordable and high-quality clothes, shoes, and bags. This Is April also continues to carry out promotions by keeping up with developments in consumer behavior that continues to change, one of which is by carrying out promotions by selling via live streaming on one of the e-commerce sites (TikTok). This study aims to investigate the effect of live streaming quality (LSQ) on purchase intention (PI) through immersive experience (IE), consumer trust (CT), and perceived value (PV) at This is April consumers on TikTok by answering 10 (ten) hypotheses. This research uses a quantitative approach using partial least squares equation model (PLS-SEM). The samples in this study were respondents who had experience in watching live streaming of This is April fashion products on TikTok within the last 3 (three) months and respondents who lived in the city of Malang using a non-probability sampling technique. The analysis results show that LSQ has a positive and significant effect on PI. Furthermore, the research results show that IE, CT, and PV are able to mediate the relationship between LSQ and PI. The implication of this finding can provide a theoretical basis and reference for seller of fashion clothing products to focus their attention on the important of effectively leverage live streaming quality to develop immersive experience, consumer trust, and perceived value to influence purchase intention

The Impact of Social Media on Communication and Popularity in the Fashion Industry

Recent years have seen a proliferation of fashion buzzwords on social media platforms and a transformation of the fashion industry, which is closely related to the rapid development of social media. Therefore, this paper will specifically analyze the impact of social media on various aspects of fashion communication and popularity from the perspectives of social media, fashion brands and users. This paper takes two social media platforms, Instagram and RED, as typical cases to analyze the different features of different perspective media platforms and their positive and negative impacts on the fashion industry. Through the analysis of this paper, it is found that social media influences the development of the fashion industry through influencers, new digital technology, and high efficiency and instant characteristics, which not only helps the fashion industry to transform in the context of the new era but also promotes the dissemination of fashion concepts in people's lives. At the same time, however, there are some problems found in the fashion industry that need to be improved with the help of social media, such as the need to strengthen the supervision of the way of cultural dissemination, the need to correctly guide the negative impact on the consumer's concept of consumption, and at the same time, publicize and improve the mode of production of the fashion industry, paying attention to the protection of the environment and the maintenance of sustainable development.

A proposed brand architecture model for UK fashion brands

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is complex and constantly under pressure to differentiate. Fashion brands are expanding through a range of channels and rapidly changing takeovers, and it is unclear whether internal stakeholders are aware of the possible consequences of these approaches. In particular, there appears to be no literature on how retail and wholesale brands develop and manage their corporate brand identities during these changes and whether they draw on any meaningful connections with their customers. To understand how brand architecture might support the development of brand strategies in the UK fashion industry, perceptions of corporate brand identities were explored in retail and wholesale brands. Fifteen qualitative semi-structured interviews were conducted with elite informants. The findings reveal that retail brand identities can become disconnected from their sub-brands; therefore, brand identity may be invisible to consumers, while wholesale brands maintain a strong visible brand identity dependent on the brand’s values, historical legacy, innovation and positioning. A brand architecture model is developed that more accurately reflects the complex dimensions of UK fashion brands, particularly when channels expand and takeovers take place. These perspectives have not been reported in the literature.

Consuming Royalty

Consuming Royalty

Perilaku Sosialita Memamerkan Status melalui Barang Branded dan Brand Prominance

The purpose of the present study was to explore the relationship between consumer motives mediated by the choice of brand prominence and the behavior of purchasing counterfeit products in three groups/classes of consumers (patrician, parvenus and poseur) of luxury fashion brands. Data were obtained from a sample consisting of 230 respondents who were considered eligible. Three findings are obtained. First, for the poseur, consumer motives for purchasing products are positively related to counterfeit products and conspicuous brand prominence. Second, for the parvenus, the consumer motives are not related to counterfeit products, but it is related to conspicuous brand prominence. Third, for the patrician, consumer motives for purchasing products are not related to counterfeit products and inconspicuous brand prominence.

The study of customer engagement of local sustainable fashion brands on Instagram content

The local enterprise aims to ensure long-term business continuity while enhancing brand awareness of regional businesses. Businesses use social media to boost customer engagement and local enterprise items that are ecologically friendly. This study intends to examine how local businesses' Instagram accounts for Local Sustainable Fashion Brands (LSFB) are used by their customers. This qualitative study examines brand engagement tactics used by LSFB and Instagram posts made by its followers. Content analysis is used in the analytical approach. In this study, the LFSB setting demonstrates how small business operators in the fashion industry have grown their enterprises. Social media usage to foster customer involvement is examined because it may assess the target market's brand recognition among a deluge of imported goods or worldwide brands.

Brand authenticity influence on young adults’ luxury sneakers brand preference: the mediating role of brand image

It is of interest to examine how consumers perceive luxury brands with the different elements of authenticity, leading to brand image, for companies to create and build a brand that is conducive to influence purchase intention. Through a proposed conceptual research model, brand authenticity and brand image as the predictor variables, with brand preference as the outcome variable, the study investigates the causal relationship of these constructs, where eight (8) determinants of brand authenticity are assessed. Findings of the research support all nine proposed hypotheses, as a result, indicated that brand authenticity and brand image influence consumers’ brand preference. The same model development for the current study can be applied in other geographical zones and in different contexts to prove its generalisability. This study assists fashion marketing practitioners and brand managers to remain sustainable and better identify the factors that influence brand authenticity and brand image on brand preference of luxury sneakers among young adults in South Africa. The rapid globalization and increase in competition has caused a shift in the luxury industry so marketers need to focus on the authenticity of a brand to influence consumers’ brand preference. Theoretically, this study adds to the limited academic literature on the theory of reasoned action and the brand equity theory, with regard to branding.

Impact of Social Media on Fashion Trends and Consumer Behavior in Kenya

Purpose: The aim of the study was to investigate the impact of social media on fashion trends and consumer behavior.
 Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
 Findings: Social media democratizes fashion by offering diverse content, shaping trends and consumer behavior. Platforms like Instagram and TikTok facilitate trend dissemination and peer-to-peer recommendations. They also integrate commerce, transforming the shopping experience. Ultimately, social media is pivotal in driving real-time fashion trends and shaping consumer preferences.
 Unique Contribution to Theory, Practice and Policy: Social identity theory, diffusion of innovation theory & social learning theory may be used to anchor future studies on the impact of social media on fashion trends and consumer behavior. Fashion brands and marketers should leverage social media platforms to engage with consumers in meaningful ways, fostering community-building and co-creation of content. Policymakers should consider regulating the transparency and authenticity of sponsored content on social media platforms to mitigate the potential for deceptive marketing practices and protect consumers from misinformation.

Business Strategic Realignment for a Sustainable Fashion Brand

Research Aims: This study aims to determine and formulate business strategies for House of Majik, an upcycling fashion brand, to redefine its business model as a sustainable fashion brand. 
 Design/methodology/approach: This study uses a conceptual framework which uses several steps and tolls, such as business environmental scanning through external analysis (PESTEL, Porter’s Five Forces, and Competitor Analysis), Internal Analysis (Value-chain Analysis), Strategy Formulation (TOWS Matrix Analysis), and Redefining Business Model through Value Proposition Canvas and Business Model Canvas approach. 
 Research Findings: Findings suggest House of Majik to adopt focus-differentiation business strategy, as the strategy is the most appropriate to leverage the exclusivity, creativity, and uniqueness inherent in an upcycling brand. Which affirmed by the value proposition of House of Majik to offer limited editions of upcycled pieces as distinctive products with reasonable prices.
 Keywords: business strategy; value proposition canvas; business model canvas; sustainable fashion; upcycling fashion

Role of Sustainability and Ethics in Fashion Design and Production in South America

Purpose: The aim of the study was to investigate the role of sustainability and ethics in fashion design and production.
 Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
 Findings: Sustainability and ethics are pivotal in fashion design and production, shaping decisions across the supply chain. They drive innovation, reduce environmental impact, and ensure fair treatment of workers. Brands prioritizing sustainability and ethics meet consumer demands, fostering industry resilience and positive social impact. Integrating these principles is crucial for promoting a sustainable and responsible fashion industry.
 Unique Contribution to Theory, Practice and Policy: Sustainability theory, ethical fashion theory & systems theory may be used to anchor future studies on the role of sustainability and ethics in fashion design and production. Fashion designers and brands should prioritize sustainable materials, production processes, and supply chain practices. Governments and regulatory bodies play a critical role in establishing frameworks and incentives that encourage sustainable and ethical practices in the fashion industry.

“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes

AbstractSustainable fashion is becoming increasingly integrated in today's society. However, the use of the term “eco” in fashion branding may evoke negative consumer perceptions, especially in terms of the perceived fashionability of clothing items. Hence, this study investigates consumer responses to environmental versus social sustainability cues used by an online fashion shop. In particular, the moderating influence of basic versus modern fashion style is examined, considering the idea that fashion style is central to consumers' brand evaluations. Using a 2 (environmental vs. social sustainability cue) × 2 (timeless basic vs. modern fashion style) between‐subjects factorial design, this study explored the effectiveness of sustainability cues on fashion brand value perceptions (emotional, social, and functional value) and brand attitudes. Among the 358 respondents, the results indicate more positive brand attitudes when fashion items are presented with an environmental (vs. social) sustainability cue. In particular, this effect is stronger for the timeless basic (vs. modern trend‐based) fashion style. Yet, a cue referring to environmental sustainability increases social brand values for the modern fashion style. This study offers valuable contributions to the sustainable fashion literature and recommendations for online fashion retailers.

Branding fashion through gameplay: the branded gaming and the cool dynamics in the fashion markets. A game-theory approach

PurposeThe aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.Design/methodology/approachA quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.FindingsThe findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.Originality/valueThe study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.