Fashion Buying Research Articles

Critical Tasks in the Buyer-Driven Postponement of Fashion Buyers

We consider the postponement strategy of transnational fashion buyers, showing aggressive investment in embedding big data analytics and active engagement in managing quick response third-world contractors. Based on a two-stage multi-product newsvendor model, we show that such two strategic behaviors of fashion buyers allow them to reduce their committed orders with contractors, resulting in a complementary effect. Thus, such initiatives should be implemented simultaneously as the critical tasks for transnational fashion buyers to improve their in-season reactivity. Next, from the operational level, our results show that the conventional wisdom of risk-pooling suited for producer-driven supply chains is not valid if the buyers can manage the cost of delayed orders effectively. Otherwise, their benefit is insignificant even though they may need to follow the conventional wisdom. In the presence of restricted chances to reduce costs of delayed orders in practice, such results indicate that reducing options and complexity in the assortment plan for intelligent management of the costs correspond to another critical task for fashion buyers with the recent trend of fabric consolidation and material platforming.

Penerapan Layanan Bimbingan Kelompok untuk Meningkatkan Pemahaman Mahasiswa tentang Perilaku Konsumtif

Consumptive behavior often has a negative impact on a person's life. Students, for example, often buy fashion products that exceed their abilities and needs. Efforts are needed to increase student understanding through group guidance services. This study aims to determine the implementation of group services in preventing student consumptive behavior. The research uses quantitative methods with the type of experimental research. The study used a pre-experimental research, with a one-group pretest-posttest design. The research instrument is a questionnaire, with purposive sampling with ten group members. Data processing with SPSS program analysis techniques. The results showed that the results of the pretest understanding of student consumptive behavior were mostly in the low category, after the guidance service treatment was held, the posttest results of understanding the consumptive behavior of students were mostly in the medium (30%) and high (40%). Based on the research results, the average student consumptive behavior has decreased or has changed, although not drastically with group guidance services. This can be seen at the 0.05 significance level, which is 2.645> 2.262, thus the hypothesis is accepted, meaning that group counseling guidance services can increase students' understanding of consumptive behavior at a significance level of 0.05.

Credit Card Use, Hedonic Motivations, and Impulse Buying Behavior in Fast Fashion Physical Stores during COVID-19: The Sustainability Paradox

The health crisis caused by COVID-19 has affected consumption and payment patterns worldwide. Consumers have had to change their habits and deal with new sanitation guidelines and have often struggled with lengthy infrastructure closures. These factors significantly influenced both the choice of payment methods and purchase decisions made by consumers. Still, consumption patterns during the pandemic as a new social situation have not yet been thoroughly investigated. As the unsustainable consumption of resources is an important issue, this paper aims to analyze the relationship between credit card use, hedonic motivations, and its impact on the impulsive buying behavior in physical fast fashion stores during the COVID-19 pandemic in Spain. For this purpose, an online survey was conducted on a sample of 300 regular fast fashion buyers in physical stores. Structural equation modelling was used for the data analysis. The results show that there is a significant relationship between credit card use and impulse buying behavior for fast fashion in physical stores, as well as between credit card use and social shopping. It is also observed that hedonic motivations such as gratification shopping, value shopping, novelty-seeking shopping, and adventure-seeking shopping are related to impulse buying behavior. Therefore, this evidences the unsustainable overconsumption, thereby having a higher negative environmental and social impact. With the increased popularity of cashless payment methods, including credit cards relaxing tighter budgets during the pandemic, fast fashion impulse buying should be considered an important issue in individual, social and environmental well-being. Consequently, the need for more responsible consumption and sustainability-focused value orientation arises so as to mitigate the environmental impact of the fast fashion industry.

The Influence of Hedonistic Motives, Fashion Interest, and Positive Emotions on the Impulsive Buying of Fashion Products with Sales Promotion as Moderating Variables

This study analyzes the effect of hedonic motives, fashion involvement, and positive emotions on impulsive buying of fashion products with sales promotion as a moderating variable. This quantitative study used the accidental sampling method. The sample was 122 respondents. Analysis techniques were used based on Partial Least Square (PLS) to test the hypotheses. The results indicate that 1) hedonic motives, fashion involvement, and positive emotions have a positive and significant effect on impulsive buying fashion products, 2) sales promotion, sales promotion, and sales promotion can strengthen the influence of positive and significant positive emotions on the impulsive buying of fashion products.

라이프스타일 유형에 따른 구매만족도와 추천의도 영향 관계

This study is a descriptive survey designed to investigate types of lifestyles against regular customers through their cosmetics-purchasing experience and examine their influence on purchase satisfaction and recommendation intention. For this, a mobile questionnaire survey was performed against 250 customers in Jeolla-do and Gyeongsang-do. A total of 243 copies were collected and analyzed using SPSS 21.0, and the results found the followings: In terms of factors having an influence on purchase satisfaction, ‘planned buying (=.433, p<.001)’ and ‘fashion buying (=.194, p=.001)’ were statistically significant with 22.6% explanatory power. Regarding factors affecting recommendation intention, they were not all statistically significant in ‘type of lifestyle’ while purchase satisfaction (=.627, p=.001) showed a statistical significance with 37.9% explanatory power. In cosmetics selling, therefore, it is required to promote marketing to increase purchase satisfaction by a lifestyle type, which could, in turn, enhance recommendation intention.

Children’s Clothing Virtual Simulation Immersive Design and Show Based on Machine Learning

In view of the inconvenient display of children’s clothing, the poor experience of designers when modifying sample clothes, and the immature display of children’s clothing, which affects the rational judgment of fashion buyers, this paper puts forward the modular design method of children’s clothing virtual fitting. This research uses Lectra CAD software to make children’s clothing pattern, Clo3D for virtual modular design, and “Insanda children’s clothing virtual design and show” for virtual try-on and show. The simulation results show that the research can effectively improve the efficiency of designers and buyers, can save costs, and can be effectively applied in the commercial field. At the same time, it provides a practical basis for the development of children’s clothing virtual display technology and the formulation of standards related to children’s clothing in the future.

The anatomy of non-Muslim consumers’ halal fashion buying behaviour: a quantitative approach

PurposeThe purpose of this study is two-fold: classifying non-Muslim halal fashion buyers by applying quantitative techniques and identifying the persuading determinants of the non-Muslim women’ halal fashion buying behaviour (HFBB).Design/methodology/approachBy adapting items from prior studies, a structured questionnaire was developed and distributed face-to-face to various Muslim fashion stores in Malaysia. After a one-month effort, 221 responses were obtained from non-Muslim consumers by using convenience sampling. Next, a clustering analysis was used to classify them from a contrasting perspective. Finally, regression and Andrew F. Hayes’s process procedures were applied to examine the three independent variables’ effect and the moderating variables.FindingsThe results revealed the characteristic behaviour of the non-Muslim women explicitly, which is related to their halal fashion purchasing decision. Based on the ANOVA results, there were different motives for buying halal fashion by non-Muslim women. Additionally, it was found that the most crucial determinants for non-Muslim’s HFBB are “cultural adaptation”, albeit, there is no substantial proof of a significant moderating effect of age and income on the consumers.Research limitations/implicationsThese discoveries are advantageous for halal fashion retailers and provide an appealing domain for further investigations in the context of the global halal study.Practical implicationsThis study provided an idea for an untapped segment on the halal fashion sellers’ segmentation and positioning strategy. The study’s results suggested specific managerial and practical recommendation that the sellers can use to attract non-Muslim consumers.Originality/valueThis study was amongst the uncommon investigations within the halal fashion context that will enlighten the managers’ selling strategy on the most neglected market segment. The results of this study provided an empirical understanding of how to sell halal fashion to non-Muslim consumers.

Pengaruh Store Atmosphere Dan Price Discount Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Produk Fashion

The purpose of researche is to know the effect of store atmosphere and price discount on impulse buying with intervening variable is positive emotion of fashion product (study on consumer Ramayana Plaza Andalas Padang city). This research used causative form, the population in this research were society of Padang. The sample of this research as many 100 respondents that choose by using purposive sampling technic with consideration consumer impulse buying fashion product in Ramayana Plaza Andalas. It used primary data that obtained through distributing questionnaires to people in Padang with particular criteria. Analysis method was used is path analysis with SPSS 16. The result of this research shows (1) store atmosphere has significant effect and positif on impulse buying, (2) price discount has significant effect and positif on impulse buying, (3) store atmosphere has significant effect and positif on positive emotion,(4) price discount has significant effect and positif on positive emotion,(5) impulse buying has significant effect and positif on positive emotion, (6) store atmosphere has significant effect and positif to impulse buying with variable intervening as positive emotion (7) price discount has significant effect and positif to impulse buying with variable intervening as positive emotion. Keywords: store atmosphere, price discount, impulse buying, positive emotion

Who are the multichannel shoppers and how can retailers use them? Evidence from the French apparel industry

PurposeThis study aims to identify, within the context of the French fashion industry, the characteristics of multichannel shoppers, that is, consumers who use more than one channel in a single shopping trip. We especially investigate whether consumers' focus on quality versus price affects their multichannel shopping tendency and their flexibilities in their shopping lists (basket flexibility).Design/methodology/approachWe surveyed a representative sample of 400 French shoppers regarding fashion apparel purchasing. We use a logistic regression framework to measure the probability of a shopper becoming a multichannel shopper based on the key constructs and a battery of control variables.FindingsThe analysis shows that, in fashion buying, shoppers focused on quality and those with high basket flexibility have a higher probability of becoming multichannel shoppers. The probability becomes even greater when a shopper is both quality oriented and has basket flexibility.Research limitations/implicationsWe focus on the fashion apparel market for a deeper understanding of multichannel usage of products with both experience and search features. Future research can investigate other industries for higher generalizability.Practical implicationsOur research provides insights into multichannel fashion companies whose managements aim to effectively manage high-value customers who tend to use more channels when shopping. Specifically, an omnichannel marketing strategy should focus on capturing the quality-oriented and highly basket-flexible segment of consumers.Originality/valueOur study provides evidence that for products having high experiential as well as search features, quality-oriented and highly flexible shoppers engage more in multichannel shopping. Because these characteristics are related to the long-term value of customers, we provide the link between multichannel marketing and firm profitability in the context of the fashion industry.

Сленг світу моди та модної субкультури в англійській мові: проблема словотвору та перекладу

The article considers the slang of the fashion industry, systemization of slang units by speakers, as well as the main difficulties in translating English fashion slang into Ukrainian. It turns out that the vocabulary of fashion industry slang is enriched in epoch-making moments, important for the state as a reaction to turning points in history and to the emergence of new social phenomena. The article proves that fashion slang unites a large number of social groups: people working in the fashion industry, who create trends and fashionable novelties; fashion distributors and fashion buyers and even forms a new social group around them ‒ hypebeasts. The authors of the article analyse the slang of the fashion world through the prism of its interdependence and interaction with social networks and the Internet as a communicative space. Such methods of word formation of fashion slang units as metaphorization, word formation, appearance of telescopies have been considered in this scientific article. The presented research paper proposes to classify fashion slang by different groups of people who are somehow related to fashion, and thus cause the emergence of new slang units, forming their own kind of fashion slang, taking into account the peculiarities of their activities. It is emphasized that the basis for the formation of new slang of the fashion industry is the slang of young people mad about fashion, who build their own cult around it. The article also considers the most common ways of translating hypebeasts slang, such as transcoding (mixed and adaptive ones), transcription and transliteration.

Determinants Influencing Consumers Purchasing Intention for Sustainable Fashion: Evidence from Ho Chi Minh City

This paper investigates factors impacting on sustainable fashion buying intention of consumers by reviewing studies about the topic and conducting a survey with consumers in Ho Chi Minh City. In detail, firstly, an interview with 15 respondents was conducted to check the understanding of concepts and questions and, secondly, the study used the convenient sampling method, with 172 samples collected and analyzed, of which young respondents accounted for the majority of the sample. The respondents tend to go shopping many times in a year, with the number of people buying fashion products from every week to every two months accounting for 65.2% totally. The findings suggest that the firms should prioritize strategies that can improve customer attitude toward sustainable fashion, making them feel good, pleasant, satisfied and favorable when engaging in sustainable fashion consumption. This study concludes that consumers need more information to enable them to make better ethical decisions. This study proposes that the major channels that consumers use to seek sustainable product information include public education, peer influence, and corporate marketing information about the products. This study concludes that public education and corporate marketing information on green consumption education is effective for improving consumer sustainable buying intention.

One Tap Shopping Impulsive Fashion and Apparel Buying Behaviour

Digitalization has transformed brick and motor fashion-oriented business to one tap convenient business through smart phones via mobile applications. The digital age is more inclined towards fashion and apparel due to ample exposure of current trends in fashion industry through internet, social media, travelling, cultural exchange and others. The study emphasized on discovering the online fashion and apparel buying behavior, satisfaction level, and exploring the most influential factors towards the digital consumers for online fashion and apparel shopping by analyzing 256 respondents through convenient and judgmental sampling. Data is analyzed through Factor analysis and multiple regression. The study reveals that Price sensitivity factors has significant weightage towards online fashion and apparel shopping like flash sales, loyalty programs and points, spike sales- exciting offers on all categories for limited period, cashback offers, Discounts and offers.

A Study of Fashion Brand Experience and Consumer Behavior

The purpose of this study was to empirically investigate the relationship among fashion brand experience, brand loyalty, relationship quality, and repurchase intention. The 420 survey questionnaires were distributed among the consumers in their 30s and 40s who had experience buy fashion brands products through convenience sampling in Seoul. Due to the reliability of data, 120 samples were discarded and 300 samples were put to actual analysis. By using SAS 9.4, data were analyzed for frequency analysis, reliability analysis, correlation analysis. The results of the study are as follows. First, the fashion brand experience which is consist of sensory, affective, behavioral and intellectual experience had positive effects on brand satisfaction and brand trust. Second, brand trust and brand commitment and the relationship quality of brand satisfaction, only satisfaction and commitment affects brand loyalty significantly. Lastly, brand loyalty had significantly effect on repurchase intention. It presented the potential to use the brand as a strategic tool to build strong brand assets, along with providing specific ways to secure differentiated competitiveness in the fashion brand market. It is also thought to be meaningful in that we presented a practical strategy to build and strengthen a lasting bond with consumers by looking at the impact on the quality of the relationship.

Predictive modeling of consumer color preference: Using retail data and merchandise images

AbstractThe popularity of a fashion item depends on its color, shape, texture, and price. For different items (with all attributes identical except color) of a specific product, fashion retailers need to learn consumer color preference and decide their order quantities accordingly to match their products to consumer demand. This study aims to predict consumer color preference using the knowledge learned from merchandise images, historical retail data, and fashion trends. In our work, merchandise images are analyzed to extract color features, and the retail data of a sportswear retailer are used to reveal consumer choices among items with various colors. Choice behavior is described by a multinomial logit model, whose utility function captures the relationship between color features and popularity. Both linear functions and neural networks are applied to represent the utility function, and their out‐of‐sample prediction performances are compared. According to the out‐of‐sample performance test, our model shows reasonable predictive power and can outperform order decisions made by fashion buyers.

The role of fashion retail buyers in China and the buyer decision-making process

PurposeThe Chinese fashion market is becoming increasingly important in terms of consumption volume and value. A critical aspect of the Chinese fashion market is the role of the fashion retail buyer; however, there exists little literature on their role and their decision-making process. This paper, therefore, explores the role of Chinese fashion retail buyers, their decision-making process as well as the key factors that influence the retail buyer's decision-making process.Design/methodology/approachInformed by the inductive approach within Sheth's (1981) framework, in-depth interviews with a number of retail buyers in nine leading fashion companies in China were carried out to explore fashion retail buyers' decision-making processes.FindingsThe results show that management mentality, type of merchandise and type of decision context were the most influencing factors regarding merchandise requirements (MRs). Fashion retail buyers in China are substantially restricted by the management style of the firm, which also influences the product mix choice. To evaluate merchandise, fashion buyers take into account consumer demand, company position, geographical differences and fashion trends. In regards to supplier selection, production stability coupled with quality and cost factors become paramount. The study also demonstrates that country of origin (COO) is a less significant factor in the fashion buyer's decision-making process.Originality/valueThis is the first study that explores the fashion retail buyer's decision-making processes in the Chinese market. The results show Chinese fashion buyers' decision-making processes differ significantly from other markets. This paper offers guidelines for an efficient and effective fashion retail buying process in China. The findings offer important avenues for further research and provide insights for fashion professionals in the Chinese and other emerging markets contexts.

The impact of attitudes towards influencers amongst millennial fashion buyers

The aim of this paper is to identify influencers and the way they affect the behavior of millennial buyers in the process of consuming fashion goods. The paper examines the literature on opinion leaders, ranging from the origins of the concept to its developments within the context of the Internet. The shift from influential to influencer and the different types of influencer are examined and certain hypotheses regarding the role of influencers (including all the influential players) regarding fashion-buying millennials are presented. The paper presents the results of qualitative and quantitative empirical research based on focus groups and in-depth interviews with 22 university students. Findings from this research and their implications regarding the different stages of the millennial buying process are discussed.

Research of Ukrainian Fashion Industry Goods Consumers

To analyze the classifications of modern fashion consumers in accordance with current realities of the fashion industry market for clothing design. The systematic approach to the chosen object of research has been used; the analytical-typological and comparative methods have been applied. The research contains a critical analysis of publications on selected topics and is based on a sociological survey and statistical processing of data. An overview of modern studies has allowed to characterize the behavior of fashion industry consumers and to classify them according to different criteria. The factors influencing the decision of consumers about fashion goods purchasing, the classification of clothing consumers have been analyzed and the purchasing behavior of Ukrainian women as consumers of fashion goods has been investigated. A survey has been conducted in order to study the typology of Ukrainian consumers of fashion industry products. As a result of the survey, it has been found that Ukrainian women buy fashion goods mainly for aesthetic reasons, firstly considering the products design; clothing is a tool for them to look stylish, express themselves and stand out among others. Most women buy clothes in multi-branded shopping malls, and online shopping for fashion goods over the Internet is not popular among Ukrainian women. Ukrainians prefer fashion clothes of foreign manufacturers, only occasionally buying home-made products. The motives and behavioral patterns of fashion industry consumers have been investigated, the factors influencing the purchase decision have been determined, the main characteristics of Ukrainian fashion industry consumers for clothes design have been determined. Modern consumers of fashion industry market have been characterized, the attitude of Ukrainian clothing consumers to shopping and fashion has been determined. The research results can be used to teach subjects related to the theory of fashion and fashion industry.

Clicking the boredom away – Exploring impulse fashion buying behavior online

This paper presents a Swedish case study focusing on online shopping and impulse purchases of fashion. The paper contributes by bringing new light on the bored-state-of-mind's importance in impulse shopping, and provides insights for further research to examine the topic on a greater scale. Results reveal that young consumers’ impulse purchases of fashion items online are often motivated by boredom, and described in two dimensions: 1) Consumers are often responding to triggers that can break monotony and 2) Boredom occurs in a contextualized totality. When consumers are bored they are easily triggered by stimulus like price, easy access, and free delivery, and it is perceived as easy to click the boredom away. It is suggested that retailers choose a strategy based on customer value and satisfaction, as there is a lot to win by stepping away from price competition and instead satisfy customers by providing an opportunity to become less bored.

Gender-based Susceptibility to Interpersonal Influences in Buying Fashion Products in Surabaya, Indonesia

Objective - As sales in the fashion industry continue to grow, consumer behaviour with respect to purchasing fashion products has also grown. This paper provides an overview of consumers' susceptibility to interpersonal influence (CSII) and examines whether there is the difference between male and female consumers with respect to buying fashion products in Surabaya, Indonesia. Methodology/Technique - The conceptual framework in this paper compares males and females in terms of their normative susceptibility to interpersonal influences (NSI) and informative susceptibility to interpersonal influences (ISI). The study uses a quantitative methodology with an independent sample t-test for analysis. The data is collected through the distribution of questionnaires to 200 respondents, being 100 males and 100 females, falling between the ages of 17 and 45 years old. Further, all respondents live in Surabaya, Indonesia. Findings – There study results show that thre is no difference in normative susceptibility to interpersonal influences (NSI) between males and females however, there is a difference in informative susceptibility to interpersonal influences (ISI) between male and female, with respect to purchasing fashion products. Novelty - This study provides an insight into the similarity in normative susceptibility to interpersonal influences and differences in informative susceptibility to interpersonal influences (ISI) between males and females. This information may be useful for fashion manufacturers, vendors and other interested stakeholders. Type of Paper - Empirical. Keywords: Gender-based Marketing; Consumers' Susceptibility to Interpersonal Influences; Purchasing Behavior; Fashion Products. JEL Classification: M30, M31.

PENGARUH SHOPPING LIFESTYLE, USIA DAN GENDER TERHADAP IMPULSE BUYING PRODUK FASHION (SURVEY PADA KONSUMEN PRODUK FASHION DI MALANG TOWN SQUARE (MATOS)

The purpose of this study was to examine the influence of shopping lifestyle, age and gender on impulse buying fashion products partially. The population in this study are all consumers who purchase fashion products at Malang Town Square (Matos), located on Jl. Veterans no. 2 Malang. The sample in this study is that consumers fashion products at Malang Town Square (Matos). The sampling method used was purposive sampling method.The analytical tool used to determine the effect of shopping lifestyle, age and gender on impulse buying fashion products at Malang Town Square (Matos) is Factor Analysis and Regression with dummy variables. Hypothesis testing is performed using the t test and the test of the coefficient of determination.Results of Multiple Linear Regression with dummy variables indicating that the shopping lifestyle and gender positive and significant effect on impulse buying fashion products at Malang Town Square (Matos), while age negatively affect impulse buying fashion products at Malang Town Square (Matos). The results of the t test showed that the variables that have the greatest influence is age