Fashion Buying Research Articles

Exploring Santoon's Customers' Preferences That Affect Their Purchase Decision For Buying Fashion Products

There is a significant shift towards online shopping in the digital era, particularly within the fashion industry. Despite this trend, Santoon, a clothing brand in Indonesia, faces challenges with online sales being considerably lower than offline sales, even though many of its customers and target market prefer purchasing fashion products online. This study aims to identify the preferences of Santoon's customers that impact their decision-making process when buying fashion products. Adopting a qualitative approach, the research utilizes semi-structured interviews to gather in-depth insights. A non-probability purposive sampling technique focused on Santoon's past customers and target market. The study reveals that design, quality, and sizing are the primary factors influencing customers' preferences for fashion products. Additionally, detailed product descriptions and customer reviews are crucial in shaping online shopping preferences. Although customers often visit offline stores to see and sample products, the final purchase decision is frequently made online. The findings underscore the importance of enhancing online product descriptions and leveraging customer reviews to build trust. Integrating online and offline shopping experiences is essential to cater to hybrid customer behaviour. Recommendations for Santoon include improving the detail and accuracy of online product descriptions, utilizing customer reviews to foster trust, and merging online and offline shopping experiences. Furthermore, optimizing Instagram marketing by posting content related to the daily use of Santoon's products is advised, given the significant overlap between the brand's target market and Indonesian Instagram users.

Bringing veganism to the wardrobe: examining consumers’ intention to buy vegan leather

Given the rising interest in ethical fashion consumption among consumers this study posits the reasons behind getting involved in such consumption behavior. Using self-concept theory, this study investigates the influence of internalized moral identity, symbolized moral identity, green self-concept, product self-concept, perceived self-enhancement and green self-identity to explain consumers’ intention to buy vegan leather. In addition, the moderating role of perceived social stigma was also analyzed. Standardized scales were used to collect the data from 348 participants from India. Data were analyzed using the AMOS-based structural equation modeling technique. The results indicate that internalized moral identity, green self-concept, and product self-concept shape the green self-identity of an individual consumer. Further, only moral identity (both internalized and symbolized) influences perceived self-enhancement. This study contributes to the literature on ethical fashion buying behavior from an individual’s values point of view that may be applied by practitioners to comprehend the global vegan market.

Can crowdsourcing improve prediction accuracy in fashion retail buying?

Fashion retailers’ buyers must decide how much to buy of merchandise well before a selling season. This order quantity decision is always challenging due to limited historical data and high demand unpredictability arising from the novelty of fashion merchandise. Despite many attempts to solve this longstanding problem, industry reports consistently show that fashion buyers’ predictions of product salability and future sales are frequently inaccurate, leading to loss of profits for retailers. In this research, the authors take an “Empirics-First” approach to explore an alternative solution, crowdsourced forecasts from ordinary customers, and investigate whether crowdsourced forecasts would be more accurate than those of expert fashion buyers and if so, how should a crowd be formed in terms of size and composition? After conducting an online experiment, finding that forecasts by a “crowd” of ordinary customers are significantly more accurate than those of expert fashion buyers, the authors test a contingency framework in a second empirical study examining how crowd size and composition impact forecasting accuracy for products of varying fashionability. The results revealed that heterogeneity in a crowd is a key factor in prediction accuracy. Specifically, crowds with more variation in income and shopping frequency made notably accurate predictions. Another key finding of the study pertains to the required crowd size; increasing the size of a crowd at first sharply decreased the crowd's prediction error. However, after a certain point, there were diminishing returns in prediction accuracy. Given the interesting results, the paper concludes with guidelines for implementing crowdsourced forecasting by fashion retailers and directions for future research.

The Impact of Smart Fitting Rooms on Customer Experience in Fashion Retail

Smart fitting rooms are an innovative technology in fashion retail that leverages Internet of Things (IoT) devices such as computer vision, sensors, augmented reality (AR), and other tools to provide an engaging and tailored shopping experience. The present study investigates how smart fitting rooms might enhance customer experience in fashion retailing. A conjoint experiment (n=122) showed that a smart fitting room is an effective retail technology for enhancing the customer experience. The results show that personalized recommendations, personalized offers, and retailers’ sustainability labels have a relatively high impact on customer experience when buying fashion products. Providing relevant information, using visualizations that complement the real world, and making a comfortable environment in a smart fitting room enhances the customer experience. Moreover, our research has revealed that implementing smart fitting rooms by fashion retailers can lead to a less social shopping experience.

Can Product Quality Improve Purchase Decisions in E-Commerce and Social Media through Customer Loyalty and Trust?

The increase in online sales transactions has continued to increase due to several factors, such as the improvement of Internet quality, the growth of start-ups in Indonesia, and the COVID-19 pandemic’s effects, which have restricted customers from making purchases offline. The research aimed to identify different types of direct and indirect influences that caused customers to make purchase decisions for fashion products and determine more dominant group (women or men) on e-commerce platforms and social media. The research applied a quantitative method. The research respondents were 244 customers who bought fashion products in e-commerce and social media. The analytical tools were Structural Equation Modelling (SEM) with SmartPLS 4.0, convergence and discrimination invalidity for the validity test, composite reliability for the reliability test, and structural model evaluation (inner model). The findings indicate that all aspects of product quality, trust, and customer loyalty have a huge impact on buying fashion products in e-commerce and social media. Moreover, in the indirect effect, product quality affects customer loyalty through trust. Similarly, product quality impacts purchase choices through customer loyalty. Trust also affects purchase choices through customer loyalty. Then, product quality affects purchase decisions through trust. Last, product quality has an impact on purchase decisions through customer loyalty and trust. Additionally, the results of PLS-MGA show that women are more dominant in buying fashion products on e-commerce and social media than men.

The Influence Of Group Conformity, Consumer Attitude And Lifestyle On The Purchase Decision Counterfeit Fashion Products

This study was conducted to determine the effect of attitude, lifestyle and group conformity to the decision buying fashion products imitation. The hypothesis in this study is whether there is a significant influence of the dimensions of attitude (cognitif, affective, conative), dimensions of lifestyle (activity, interest, opini) and dimensions of group conformity (normative influence and informational influence) to the decision buying fashion products imitation. The population in this study were 887 men and women with classification age (18-25) years old and 350 samples were taken using a non-probability sampling techniques called convenience sampling. To measure, researchers adapted from Tricomponent Attitude Model Scale, AIO methods, and Peer Conformity Inventory (PCI). CFA (Confirmatory Factor Analysis) is used to test the validity of measuring instruments and Logistic Regression Analysis was used to test the research hypoteses. All testing technique performed using SPSS software 16.0 and LISREL 8.70. The result showed that there was a significant effect of attitude, lifestyle and group conformity on purchase decisions fashion products imitation. Minor hypothesis test results showed that the interest and informational influencem have a significant influence on the decision to buy fashion products imitation. Meanwhile, cognitif, affective, conative, activity, opini and normative influence didn’t have a significant influence on the decision buying fashion products imitation. The results also showed the proportion of the variance of the decision of buying a fashion products imitation described by all the independent variables was 18.7%, while 81.3% is influenced by other variables outside of this research. Researcher hope implication of this research will be more examined by adding some independent variabel. Example, demografic factors.

The Effect Of Shopping Lifestyle And Product Quality On Impulse Buying Fashion Hijab Squad Voal Paris Premium At Shopee

The phenomenon of internet users is rapidly growing rapidly so that many changes are happening throughout the world among Indonesian people. The impact is enormous, so that fulfilling people's needs is easier and faster so that it becomes a potential market for e-commerce. Consumer behavior in Indonesia wants to shop with practical and easy transactions. Shopee is an E-Commerce Site that consumers can use as an option for shopping online. Monthly visitors to the E-Commerce Site in the third (third) quarter of 2021 Shopee is in second place after Tokopedia with the most number of visitors in Indonesia. This study aims to determine and analyze the magnitude of the influence of Shopping Lifestyle and Product Quality on Impulse Buying Fashion Hijab Quadrilateral Paris Premium Voal Polos at Shopee (Study on Management Students Batch 2018-2021 Buana Perjuangan University, Karawang). The method used is quantitative, and the type of research used is descriptive and verification, with a sample of 102 respondents. Primary data were obtained from respondents, the sampling technique used was Nonprobability Sampling and the sampling technique was Purposive Sampling, data collection used a questionnaire with a Likert scale, and the analytical technique used was Multiple Linear Regression Analysis with the help of Statistical Product Solutions Services. (SPSS) 26 for windows. The results of the study show that Shopping Lifestyle has a positive and significant effect on Impulse Buying as evidenced by the Sig value. 0.001<0.05. Product Quality has a positive and significant effect on Impulsive Buying, as evidenced by the Sig value. 0.004 <0.05 and Shopping Lifestyle and Product Quality simultaneously have a positive and significant effect on Impulse Buying as evidenced by the Sig value. 0.000 < 0.05.

Menguji Faktor–Faktor Determinasi Belanja Produk Fashion Apparel Saat Live Streaming Di Media Sosial

This study aims to analyze the influence of social influence, customer trust, shopping lifestyle, fashion involvement and impulsive buying intention variables on live streaming purchase decisions through social media in Jabodetabek. The data collection method uses a survey method with purposive sampling on a Likert scale. The object of this study were 200 respondents who were buying fashion apparel by impulse, live buying at online stores while live streaming via social media. This study used SPSS software version 24 and SEM (Structural Equation Modeling) AMOS version 24 for data analysis. The results showed: (1) social influence has a positive and significant effect on impulsive buying intention, (2) customer trust has a positive and significant effect on impulsive buying intention, (3) shopping lifestyle has a positive and significant effect on impulsive buying intention. (4) fashion involvement has a positive and significant effect on impulsive buying intention. (5) impulsive buying intention has a positive and significant effect on live streaming purchase decisions.

Extending the theory of reasoned action to understand fast fashion by younger consumers

Fast fashion is trendy among young people because of its convenience, fashion, and price. With the development of social networks and online shopping, young people's fast fashion buying behaviour is affected by which factors? This study will explore the factors affecting young people's intention to buy fast fashion based on the theory of reasoned action (TRA). This study examines fashion innovativeness, product quality, social media, store-related attributes, and price. Both qualitative and quantitative studies were conducted - a quantitative study with 310 online samples surveyed over two weeks. In this study, a structural equation model (SEM) was used to process and analyse the data with SPSS and AMOS software and test the hypothesised relationships. Research shows that young people's plans to buy fast fashion are affected by five factors: the store-related attributes (SRA), price, attitude, quality, and subjective norms. Both theoretical and practical contributions will be discussed.

Factors influencing buying behavior of Lebanese consumers towards fashion brands during economic crisis: A qualitative study

The purpose of this article is to contribute to an understanding of the impact of the Lebanese economic crisis on fashion buying behavior. It uses a qualitative approach by conducting semi-structured interviews with 29 Lebanese consumers. The study reveals that consumer fashion purchases are motivated by emotional, social, and functional drivers. It also indicates that subjective norms, such as societal and cultural values dictate buying behaviors. The findings provide further insights into social media and highlight its influence on shaping trends and making fashion products desirable. The article concludes that Lebanese consumers exhibit impulsive buying behavior, and explains how fashion brands can remain relevant amidst a wrenching economic crisis.

Greenwashing versus Green Marketing in der Modeindustrie. Auswirkungen auf den Kaufentscheidungsprozess [Greenwashing versus Green Marketing in the Fashion Industry. The Impact on the Purchasing Decision-Making Process

Sustainability has become part of the social consciousness in the last decade, due to increasing environmental problems. But green marketing implies great costs, and many companies are taking the short way, called greenwashing, to create the impression of false sustainability. They invest more in greenwashing campaigns to improve their image in order to be perceived as environmentally friendly than in changing their business model and practices. The current study focuses on greenwashing in the fashion industry and analyzes the impact on the buying behavior of consumers from different countries. The results of the conducted online-administered survey, reveal that even if most respondents are familiar with the concept of greenwashing, not all of them show interest in the topic, nor consider it in their purchasing decision. Less than a third would no longer buy fashion items from brands accused of greenwashing. Yet, half of them would pay more for sustainable products. Interest in greenwashing and willingness to spend more money on green fashion brands increases proportionally with the education level, yet not to a great extent. The same applies to income. There are no significant differences regarding the interest in greenwashing according to this variable. Collected data also show that fashion brands that engage in green marketing reach smaller awareness and sales figures than companies that develop greenwashing campaigns. Differences between responses from Eastern and Western Europe regarding the impact of greenwashing on the purchasing decision making process are minimal, even though in Western Europe people are more familiar with the phenomenon of greenwashing.

The Effect of Dimensions of Hedonic Shopping Motivation and Variety Seeking on Impulse Buying Fashion Products in Online Stores

The development of the internet encourages the emergence of online stores in Indonesia. The presence of an online store brings a new phenomenon or lifestyle among the public in buying fashion products, namely by shopping online. The public conducts online shopping to meet the needs of finding variations (variety seeking) and the motivation of hedonic shopping (hedonic shopping motivation) that can cause impulse buying of fashion products at online stores. This study aims to determine and analyze the effect of the dimensions of hedonic shopping motivation and variety seeking on impulse buying fashion products in online stores. The population of this study is consumers who have shopped for online fashion products, and the number of samples used is 150 respondents. Data collection methods by distributing online questionnaires. Data processing techniques use SPSS 25 software and the Likert scale on the questionnaire. The data analysis used is multiple linear regression analysis. From the study results, it is known simultaneously that the dimensions of hedonic shopping motivation and variety seeking affect impulse buying. Partially the dimensions of Hedonic Shopping Motivation, namely Value Shopping, Relaxation Shopping, and variable variety seeking, affect impulse buying, while the dimensions of hedonic shopping motivation are adventure shopping, idea shopping, and social shopping, which have no effect on impulse buying Keywords: Hedonic Shopping Motivation Variety Seeking Impulse Buying.

Why Does Fashion Fit China So Much?

The paper focuses on investigating the relationship of the cause and effect between cultural behavior and physioeconomy of fashion in China. The purpose is to identify which cultural reasons lie behind the massive adoption of fashion in China, entrusting to these the success of fashion pulling fashion. The methodology adopted is an exploratory comparative analysis between nations (China, Japan, and India) which have cultural physioeconomic similarities, both genuine and artifact. The paper starts from an initial direct observation of the phenomena, checked through a bibliographic review of the background throughout the last 30 years, and supported by a survey supporting the hypothesis. Findings show that fashion was adopted for anthropological reasons of cultural homologation, and not for differentiation due to the specific socio-psychological and cultural structure of the Chinese Nation, similarly to Japan but contrarily to India. The difference in attitudes toward fashion is motivated by cultural reasons. The value of the paper is the exploratory investigation of anthropological behavior, which offers a scoped analysis with practical interest for socially based commodities and following the research course of the motivations behind buying fashion and China. This study is interesting as it will lead to a deeper quantitative research.

Why Does Fashion Fits China so Much?

The present paper investigates the relationship of cause and effect between cultural behavior and Physioeconomy with Fashion in China. The purpose is to identify which cultural reasons lie behind the massive adoption of fashion in China, entrusting to these the success of fashiopulling fashion. The methodology adopted is an exploratory comparative analysis between nations (China, Japan and India), which have cultural physioeconomic similarities, both genuine or artifact. The paper starts from an initial direct observation of the phenomena, checked through the bibliographic review of the background throughout the last 30 years, and supported by a survey supporting the hypothesis. Findings are that fashion is adopted for anthropological reasons of cultural homologation, and not for differentiation due to the specific socio-psychological and cultural structure of the Chinese Nation, similarly to Japan but contrarily from India. The different attitude toward fashion is motivated by cultural reasons. The value of the paper is the exploratory investigation of the anthropologic behavior, offering a scoped analysis with practical interest for socially based commodities and following the research course of the motivations behind buying fashion and China. It is interesting as it will lead to deeper quantitative researches.

Product development, fashion buying and merchandising

This issue of Textile Progress provides a critical literature review and reflection relating to academic research in the field of fashion buying and merchandising, with a specific focus on the fashion product development process. As the topic has not been reviewed before in Textile Progress, the paper follows the process of fashion product development, a key task that forms one of the many responsibilities of fashion buyers and merchandisers and explores the literature from its origins to the present day, capturing the significant elements that have changed and shaped the process over time. Establishing the challenges and changes in contemporary fashion retailing enables the development of an understanding of how and why these fundamental factors impact not only the process of getting products from idea to concept, but also the roles and responsibilities of the buyers and merchandisers; added to this, the review provides a critical overview of the Buying Cycle. The review further explores the external and internal components and participants influencing the fashion product development process, thereby updating what can be found in the existing product development literature to reflect the current state-of-play in the industry. By illustrating and reviewing the process models of new product development and fashion product development from their original and early forms to the present day, the review establishes the links, connections, and differences across both the more-general and specific areas of research. Subsequently, there is a review of the roles and responsibilities of the fashion buyer and merchandiser, alongside a discussion of how the developments, advancements and transformation of the industry have changed the nature of the involvement of these crucial personnel in the fashion product development process over time. This aspect of the review provides a base upon which to analyse the contemporary fashion-retail buying cycle, establishing its early connection to organisational decision-making process models and the implications and challenges that product assortment planning, development, and retailing pose on the cycle. The last two chapters of this review are dedicated to two crucial areas of the contemporary fashion industry, namely sustainability and technology and address how they have become key drivers in determining the roles of the fashion buyer and merchandiser and how the fashion product development process is now addressed.

The Impact of Instagram Social Media and e-Mouth of words as a Marketing Strategy on Purchasing Decisions

Study this aim to prove and analyze the influence of social media Instagram and mouth of word on decision purchase by direct or through brand equity mediation. Method data collection used is with method questionnaire, sample study of 150 respondents. The method sample used namely purposive sampling, namely respondents who have buy fashion products in e-commerce at least twice. Method data analysis used WarpPls 7.0 . Research results show Instagram influential significant to decision purchase , word of mouth is influential significant to decision purchase. Brand equity is as mediation of Instagram's influence on decision purchases. Brand equity is also a mediation the influence of mouth of word on decision purchase

Why Does Fashion Fits China so Much?

The present paper investigates the relationship of cause and effect between cultural behavior and Physioeconomy with Fashion in China. The purpose is to identify which cultural reasons lie behind the massive adoption of fashion in China, entrusting to these the success of fashiopulling fashion. The methodology adopted is an exploratory comparative analysis between nations (China, Japan and India), which have cultural physioeconomic similarities, both genuine or artifact. The paper starts from an initial direct observation of the phenomena, checked through the bibliographic review of the background throughout the last 30 years, and supported by a survey supporting the hypothesis. Findings are that fashion is adopted for anthropological reasons of cultural homologation, and not for differentiation due to the specific socio-psychological and cultural structure of the Chinese Nation, similarly to Japan but contrarily from India. The different attitude toward fashion is motivated by cultural reasons. The value of the paper is the exploratory investigation of the anthropologic behavior, offering a scoped analysis with practical interest for socially based commodities and following the research course of the motivations behind buying fashion and China. It is interesting as it will lead to deeper quantitative researches.

The Fashion Buying Career of Vanessa Denza: A Case Study Analysis to Inform Future Buying Skills

This article traces the long career of the international fashion buyer and recruitment consultant, Vanessa Denza. It is the first study to document Denza’s profession and incorporates research secured from access to her private work archive, which was located at her home in Berkshire, England. With no formal education in buying, Denza took a series of internships that formed the beginning of her on-the-job training as a fashion buyer and led to an important role as the buyer for a pioneering store aimed at younger people, The 21 Shop at Woollands in Knightsbridge, London, UK. Here, she promoted exciting designers who worked with revolutionary new shapes and colours and introduced radical new ways to sell fashion. Subsequent roles led to her directing a series of global fashion boutiques; the establishment of her international fashion buying office and recruitment consultancy; and an influential role in developing global fashion education. The article pinpoints the key buying skills that Denza considered essential within her career and seeks opinions on them in relation to future skills requirements for fashion buying. The aim is to understand and contextualise this expertise within in an ever-changing, global fashion industry.

Online Influencer Marketing – An Effective Marketing Technique for Strategic Branding, Resonating Communication and Customer Engagement

The power of word-of-mouth is all omnipresent, but with the advent and proliferation of social media with its speed of spreading the word, it’s more significant than ever before. Online influencer marketing is bringing fashion brands and customers specifically to the millennials – closer than ever before. Personality and content are what social influencers provide to the prospective customers of a fashion brand. Having created their online niche and their follower base these influencers are often probably like-minded individuals. Recommendations from influencers have become more effective and can hold more weight than various impersonal forms of advertisement. A business partnership with the right influencer could better connect the business’ product to the millennials. The study dwells upon the influence of online influencer marketing on millennials when it comes to buying fashion products and why the world of vogue is embracing influencer marketing for reinforcing the brand identity and driving customer engagement. For fashion brands and retailers, online influencer marketing is increasingly becoming a necessity to engage with customers through bloggers and vloggers with an audience that is tailor-focused to their brand.

Neuromarketing and Eye Tracking in Women's Fashion Buying Decision Making

In recent years, the combination of research methods in neuroscience and neuromarketing and their applications has resulted in a large body of academic and marketing work in an explosion of opportunity for in-depth studies of the brain. The purpose of this article is to provide academic marketing researchers and professionals in the private sector with a methodological reading grid so that they can assess the feasibility, implementation conditions, relevance or even the added value of using consumer neuroscience through the use of tracking. eye on choices and preferences in women's fashion purchase decision making. Marketing and consumer behavior constitute fields of investigation for which understanding the brain dynamics underlying attention, motivation and decision making represents an added value. For this reason, it is essential to understand what it means to use tools to investigate brain activity in an ethical, technical, methodological and financial way, as well as at the level of data analysis and interpretation.