Fashion Goods Research Articles

Exploring Factors Contributing Towards Purchase Intention of Yogyakarta’s Fashion Goods via Digital Marketing

To remain competitive in the VUCA era, Micro, Small, and Medium Enterprises (MSMEs) in Yogyakarta need to strengthen their digital sales strategies to reach a broader customer base. This research investigates the factors influencing local consumers' purchase intentions towards Yogyakarta's products through digital marketing. Grounded in the Theory of Planned Behavior and the Digital Marketing Mix model, data was collected via Google Forms using snowball sampling. The pilot test showed strong reliability (Cronbach's alpha = .97). Exploratory Factor Analysis (EFA) identified six key factors from 47 items: Digital Marketing Mix (28 items; loadings 0.794–0.934), Consumer Engagement (7 items; loadings 0.779–0.856), Perceived Behavioral Control (3 items; loadings 0.905–0.924), Attitude (3 items; loadings 0.858–0.886), Purchase Intention (3 items; loadings 0.847–0.884), and Subjective Norm (3 items; loadings 0.840–0.907). The findings confirmed the scales' reliability and highlighted the impact of digital marketing on consumers' purchase intentions. This study suggests that the Theory of Planned Behavior and Digital Marketing Mix are influential in assessing purchase intentions for Yogyakarta's fashion goods, providing insights applicable to the broader Indonesian market. Based on these findings, MSMEs in Yogyakarta should develop effective digital marketing strategies, optimizing their marketing mix to positively influence consumer purchase intentions. This is crucial for adapting to rapid technological changes that may alter consumer behavior and for ensuring business sustainability.

Faktor-Faktor Yang Menghambat Perlindungan Konsumen terhadap Pengguna Barang Thrift Fasion dipasar Andalas Kota Gorontalo

This research aims to find out about the phenomenon of legal protection for consumers using thrift fashion goods in the Andalas market, Gorontalo City and the factors that hinder consumer protection for users of thrift fashion goods in the Andalas market, Gorontalo City. This research uses empirical legal research methods which are carried out by collecting data through observation and interviews. The results of this research indicate that Consumer Protection is regulated in Law no. 8 of 1999 which is a replacement for Law no. 3 of 1989 concerning Telecommunications. The consumer protection law itself regulates the rights and obligations of consumers, including producers, who act to meet consumer needs and ensure the realization of legal protection for the benefit of others. In essence, consumer protection is the consumer's own right, including the activities and movements of the sales industry which are currently being widely discussed and highlighted, especially the buying and selling of imported second-hand clothing, known as thrifting, namely the activity of shopping for used goods such as clothes and other types, whose prices are very high. cheaper, as well as factors that hinder the provision of this protection and make it not work as it should. In the city of Gorontalo itself, there are problems in providing consumer protection for the sale of imported second-hand clothing, namely; strong desire on the part of sellers and buyers, law enforcement is limited to socialization and appeals without confiscation and sanctions, and lack of public awareness.

Materials selection and fashion design: strengthening reflections on fibre’s nature in fibres and textiles selection

Textile ecosystems are complex productive realities, in the eye of the cyclone when it comes sustainability-related analysis. Being characterised by very complex value-chains and interconnection of productive actors, textiles production and use represent one of the most crucial challenges for the circular and sustainable transition. Their deployment is esteemed to be in growing for the next years, therefore reflections on how to improve product and materials circularity in this sector is of increasing interest in research and industrial practice. In this contribution, authors will try to map the material properties that can influence textiles application in the fashion sector, focusing on the coupling of material selection activity and application of design strategies to anticipate at best the reflections upon textiles use and recirculation. Results of this activity are then shown and discussed to question the applicability of the reported data into a fashion design activity, to promote awareness and critical reflections upon materials use while designing new fashion goods.

Prevalence of Counterfeit Fashion Goods in a West African Country: Crime in Perspective

ABSTRACT This study explores the prevalence of counterfeit fashion goods in a West African country within the context of crime, focusing on the perspectives of producers, distributors, and consumers. Drawing on rational choice theory, the research aims to understand the awareness, motivations and decision-making processes behind the production, distribution, and consumption of counterfeit fashion items in Ghana. A qualitative research approach was adopted, utilizing snowball sampling to gather data from eight producers, eight distributors, and 25 consumers of counterfeit fashion goods. Semi-structured interviews were conducted to explore participants’ awareness, perceptions, rational decisions and behaviors regarding counterfeit fashion goods. The findings underscore the need for stronger regulatory frameworks and public education initiatives to combat the proliferation of counterfeit fashion goods in Ghana, West Africa. Recommendations include implementing stricter laws and enforcement mechanisms, enhancing consumer awareness about the risks associated with counterfeit products, and fostering collaboration among stakeholders to address this complex issue effectively.

Evaluating the Effectiveness of Recommendation Engines on Customer Experience Across Product Categories

Artificial intelligence (AI)-powered tools such as recommendation engines are widely used in online marketing and e-commerce; however, online retailers often deploy these tools without understanding which human factors play a role in which products and at which stage of the customer journey. Understanding the interaction between AI-powered tools and humans can help practitioners create more effective online marketing platforms and improve human interaction with e-commerce tools. This paper examines customers' reliance on recommendation engines when purchasing fashion goods, electronics, and media content such as video and music. This paper also discusses the potential for improvement in recommendation engines in online marketing and e-commerce.

Gen Z consumers’ intention to adopt online collaborative consumption of second-hand luxury fashion goods

ABSTRACT Consumption of second-hand luxury fashion goods through online collaborative redistribution channels is prevalent yet under-researched. Drawing on the self-determination theory, this study aims to provide evidence to academia and the luxury resale industry regarding young adult consumers’ beliefs in sustainability and materialism in their adoption of subscribing to, renting, or purchasing second-hand luxury goods. An integrative conceptual model is proposed based on the theory to gauge the role of various factors driving Gen Z consumers’ collaborative consumption of second-hand luxury fashion goods. Using a self-administered online survey, the researchers collected 452 usable responses from Gen Z consumers and analyzed them using structural equation modeling. Results demonstrated that both intrinsic (e.g. the importance of sustainability) and internalized extrinsic factors (e.g. the importance of signaling status, the importance of expressing one’s taste) drive their online collaborative consumption of second-hand luxury goods via subscription and rental services, as well as purchasing such goods. The gap in the literature calls for investigating further motivations and behavioral intentions of Gen Z consumers’ consumption of second-hand luxury goods. By unveiling the multifaceted psychological factors influencing these consumers regarding online collaborative consumption, the researchers offer useful marketing insights for the luxury resale industry and other share-based retail industries.

Augmented reality characteristics as drivers of consumers’ purchase intention

PurposeThe purpose of this study is to investigate the influence of augmented reality (AR) media characteristics on consumers’ purchase intention (PI) for fashion goods within the fashion industry context.Design/methodology/approachThis study establishes five independent variables of salient AR media characteristics derived from existing studies which includes interactivity, vividness, augmentation, simulated physical control and environmental embedding. A quantitative online survey method is conducted with a sample of 172 respondents.FindingsThe findings suggest that all five AR media characteristics have a positive and significant influence on consumers’ PI for fashion goods. Among these five characteristics, interactivity and simulated physical control have the strongest positive impact on PI, followed by vividness, environmental embedding and augmentation.Originality/valueThis study provides valuable insights for fashion brands to better understand the media characteristics that consumers may be looking out for in AR experiences that could have an influence on their PI for fashion goods. This study also contributes to the literature by identifying the most influential AR media characteristics in the context of the fashion industry.

Copying and its place in product development: definitions and practices by fashion industry personnel

Having apparel similar to what others are wearing is a basic desire in the fashion world and results in copying. Copying is both easier with technology and more prevalent with the attraction of brands and logos; however, research in the fashion literature is limited in the exploration of copying. To address this gap, this study investigated the definition of copying, the integration of copying technologies into product development, and training within the industry relative to copying and counterfeiting. Ten product development personnel working in the fashion industry were interviewed using an online, structured survey technique. Findings indicate that copying is inherent in the product development process for fashion goods with important implications for education and training about copying and counterfeiting.

Lived Meanings of Counterfeit Branded Fashion Goods for Everyday Consumption

Lived Meanings of Counterfeit Branded Fashion Goods for Everyday Consumption

The Effect of Descriptive Norms, Injunctive Norms, and Enjoyment-based Motivation on Buying Behavior of Fashion Goods: A Case Study of MSMEs in Jambi City

Fashion trends, especially for young people, are an inseparable lifestyle. Satisfaction in following trends is one of the factors that encourages young people to always follow trends. Besides that, there are limitations to social norms that become limitations in exploring fashion trends. This study examines enjoyment-based motivation, descriptive norms, and injunctive norms on the fashion buying behavior of young SMEs in Jambi province. A total of 303 participants filled out online questionnaires, and the data collection period was three months (February-April, 2023. Data analysis used the PLS-SEM test. The results of this study indicate that enjoyment-based motivation, descriptive norms and injunctive norms have a positive effect on buying behavior This research contributes to determining the personal factors of the customer and social norms in determining the purchase of fashion products, so that MSME actors can consider both social products with social norms and quality improvement to fulfill the enjoyment based motivation of customers in the long term.

Role of AI in Changing the Physical and Online Shopping Experience of Clothes and Fashion Products

The study focuses on how AI may help with visual searches and personalised suggestions for online buying. To provide personalised apparel suggestions based on individual tastes, AI systems may analyse customer data and behaviour. Customers may use photographs as search queries to locate comparable fashion goods thanks to visual search capabilities driven by AI, which makes online shopping more effective and practical. The ethical and societal ramifications of AI in the fashion business are also covered in the research. In light of the volume of personal data that AI systems gather, it examines privacy and data security issues. It also examines the influence of AI algorithms' inclusion and prejudice on fashion suggestions. The study also looks at how AI may affect the workforce and traditional retail occupations, considering the automation of some processes and the demand for new skill sets. Another important component of background research is comprehending customer impressions of the adoption of AI in the fashion business. By accomplishing these objectives, the study intends to provide a comprehensive understanding of the role of AI in transforming the physical and online shopping experience of clothes and fashion products, including its benefits, challenges, and implications for consumers and the fashion industry as a whole. To evaluate whether AI systems can improve the shopping experience, researchers may create proof-of-concept models or prototypes. Virtual stylists, individualised product suggestions, virtual changing rooms, and tools for analyzing fashion trends based on AI are a few examples of these prototypes. research limitations highlight the complexities and evolving nature of studying the role of AI in transforming the shopping experience of clothes and fashion products. Researchers must acknowledge and address these limitations to provide meaningful and actionable insights for the industry. Researchers can improve the development and responsible application of AI technologies in the fashion sector by focusing on these areas, which will ultimately improve customers' overall purchasing experiences.

Environmental concern and purchase intention of pre-loved luxury products: a moderated mediation model

PurposeThis research paper aims to examine consumers' perceptions and behaviours towards “pre-loved luxury fashion products” and focusses on analysing the moderating influence of consumers' attitude strength. Additionally, it investigates the impact of desirability in sustainable luxury experiences (LEs) on consumers' purchase intentions (PIs). The study draws inspiration from the Norm Activation Model theory and operationalises attitude strength using the Elaboration Likelihood Model theory.Design/methodology/approachPurposive sampling technique was employed to collect 317 useable samples from respondents who had previously purchased or intended to purchase pre-loved luxury fashion goods. SPSS and AMOS version 25 was used for data analysis.FindingsThe findings reveal that consumers' environmental concern influences their intention to purchase pre-loved luxury fashion products. Furthermore, sustainable LE acts as a significant mediator in this relationship. The study also demonstrates that the intention to purchase pre-loved luxury fashion products is strengthened when consumers possess a strong attitude towards them.Practical implicationsLuxury marketers can strategise accordingly to motivate consumers to purchase pre-loved luxury fashion products by resonating with their cultural correlates through persuasive advertising to favourably affirm their attitude towards pre-loved luxury fashion products.Originality/valueThis study contributes to the literature by addressing the unresolved area of PIs for pre-loved luxury fashion products, considering the moderating role of attitude strength in emerging markets. It highlights the significance of advocating and promoting pre-loved luxury fashion products and provides valuable insights for luxury marketers.

Decolonial fashion ethnography: ‘Before Yesterday’ method

This article explores decolonial fashion ethnography, focusing on the convergence of media and fashion in Angola and Brazil. Through fieldwork research, the article examines the production and circulation of fashion goods. The article emphasizes the need to decolonize the media and fashion industries, proposing the Antes de Ontem method for decolonial fashion ethnography. This method encourages a shift away from Eurocentric and binary thinking, promoting inclusivity and diversity in fashion research. The author emphasizes the coloniality of dress and the perpetuation of structural and cultural racism within the fashion industry. The article concludes by advocating for the integration of Afro-Brazilian fashion history and knowledge, challenging structural racism and Eurocentrism in the industry.

Doodlage: contributing to circular economy in fashion

Research methodology The case is written on the basis of published sources only. Case overview/synopsis Doodlage, a start-up incorporated in 2012 by Kriti Tula, Paras Arora and Vaibhav Kapoor, used discarded waste to create sustainable fashion products. It had a first-mover advantage in recycled fashion goods in the first 10 years of its existence. The company contributed to sustainable fashion by providing an alternative to fast fashion production, creating enormous clothing waste and environmental degradation. In the first quarter of 2022, it saved and reused 15,000 m of fabric waste. From 2018 to 2021, the company grew 150% annually, targeting the right customers and regions to expand its business. It ensured that postproduction industrial waste and postconsumption garments were used to produce clothes. It also confirmed that the waste generated in its fabric screening process was used to create stationery items and other valuable accessories. However, the sustainable fashion model that gave the company a competitive advantage became obsolete in 2022 due to increasing competition in the industry as various players using unique ideas entered the market. The company is encountering operational and logistical challenges that are affecting its performance. The demand for its products was also subdued due to high prices of upcycled and recycled clothes and less consumer spending post-COVID pandemic. The competitors of Doodlage offered multiple products produced using environmentally friendly farming and manufacturing techniques, attracting sustainable purchasers. What should be the new portfolio of products for the company to explore future growth opportunities? Considering their vast price, can consumers be encouraged to buy upcycled clothes? How should the company ride the winds of change in the industry? Complexity academic level The instructor should initiate the class discussion by asking questions such as how frequently do you shop for clothes? Do you care about the fabric of your apparel? After you discard your clothes, do you think about where these goods finally end up? Data on the amount of total waste generated in the fashion industry should be communicated to students to connect it with the importance of the concept of circular economy. Post this, the instructor should introduce the business model of Doodlage to bring the discussion into the context of the fashion industry before going ahead to discuss the company’s dilemma.

The Impact of Body Positivity in Fashion Advertising on Customer Perceptions and Purchase Intentions

The fashion business is regarded as one of the most important industries in the world and contributes significantly to the world economy’s benefits. In the era of technology, applying the right management techniques for advertising is very important to succeed among commercial competitors in competitive markets. Even though advertising has so many positive effects, it also has a negative side, such as it could create unrealistic beauty and body standards due to the marketers using attractive, slender, and tall models which promotes the ideal body image in culture. The purpose of this research is to determine how impactful body diversity in advertising affects consumers' attitude toward advertisements and their desire to buy clothes, to determine what kind of models to utilize in fashion goods commercials to strengthen consumer perceptions of advertisements and buy intent, and to explore the effects of size inclusivity as the moderating variable of diversity in advertising and attitude toward the advertisements. The methodologies used in this study were qualitative and quantitative. As a result, the purpose of this study is to determine whether or not advertising that promotes body positivity has an impact on how consumers feel about advertisements and their intentions to buy from fashion retailers, which type of model's body, a larger or slimmer one, has a greater effect on the consumer's perception of the advertising and their desire to purchase according to the customer's body type and sizes, and how size inclusivity becomes the moderating variable between advertisements and purchases.

Boasting and Gloating: How Social Media Networks Motivate Consumers to Show Off their Counterfeit Branded Fashion Goods?

Boasting and Gloating: How Social Media Networks Motivate Consumers to Show Off their Counterfeit Branded Fashion Goods?

Analisis Sikap dan Minat Beli Konsumen terhadap Produk Fashion dengan Menggunakan Brand Image Merek Lokal dan Impor

This research intends to examine customer perceptions and purchasing intentions regarding fashion goods that include both domestic and foreign brand imagery. The causal approach used in this quantitative study examines the strength of correlations between variables by putting preexisting assumptions to the test. Purposive sampling methods were used using smartPLS 3.0 software to choose the sample for this research, which consisted of 100 respondents, utilizing the questionnaire method for data collection. According to the study's findings, donning clothing with a local brand image makes most locals feel prouder and more at ease. They often visit local fashion product stores because they are drawn in by the growth of local brand image models. However, some of them really like purchasing imported fashion items because they believe that, despite the lower price, they are more qualified and distinguished.

Modes preču tirdzniecība Covid-19 ietekmē

The internet is gradually becoming the main channel for the distribution of retail goods. It is also a binding distribution channel for the sale of fashion goods. It allows the retailer to post photos, video, and audio material showcasing their latest collections and sell the goods directly to the consumer through a website. According to data from the Interactive Media Retail Group, for example, the UK’s online retail turnover increased by 42% in September 2020, 35.7% in October, and 39% in November compared to the previous year. eBay also confirms this trend – every 7 seconds a product is sold on their site. The aim of this article is to analyze research about online fashion retailers conducted by US and British researchers and the results of surveys among Indian and Latvian students. Who sells fashion items online? A survey of Indian college students (Shanthi, Kannaiah, 2015) and 126 Latvian university students, as well as different researches, show that retailers offering a narrow range of goods are best represented. On the other hand, companies with recognizable brands do not use the internet. There is a conflicting opinion about the involvement of designers in the implementation of their models thru the internet. The next issue addressed in the research and surveys was what helps to create a good fashion website. Then (1999) considers three important visual aspects of a successful website for clothing buyers: - an online image of the goods that most closely matches the actual product; - demonstration of similar products; - ability to view the product from different angles (preferably in three dimensions). In the survey, Latvian students noted the following aspects: - information (information corresponds to the respective task); - possibility to perform electronic transactions; - response time. How do fashion retailers design websites? Ashwort (2005) has summarized different approaches and offers a five-step method. He believes that the success of retailers is determined by the amount of knowledge they have – moving from one stage to another. There are also differences in business planning and strategy choice, and no single dominant strategy exists. For example, some companies take a detailed, formal, well-thought-out approach to decision-making, but some have spontaneous decision-making. Who buys online? There is an opinion in life and also in literature that shopping through a catalog and mail is financially insecure. However, e-commerce is complicated further by the seemingly higher risks of securing on the internet. Respondents of foreign researchers note the possibility of buying goods without leaving home as the main positive reason. For Latvian students, the reasons are much lower prices than in local stores and more original goods unavailable in the local market. Key findings: Competition between websites is based on the way information is presented and what information is provided by website retailers. Information relevant to the task, opportunity to make a purchase, response time, price, and incentive programs are important factors in predicting customer satisfaction. There is no difference in consumer behavior between fashion innovators and ordinary buyers of fashion goods.

샤오홍슈 추천시스템의 인지된 가치가 사용의도에 미치는 영향에 관한 연구

With the rapid development of the Internet and information and communication technology, it has become a daily routine for people to communicate and share information with each other on the Internet. Little red book is a cross-border e-commerce and social media platform that trades luxury, beauty and fashion goods by inspiring consumers to share content, ideas, discounts and shopping tips on social communities. In addition, Little red book organizes the contents shared by tens of millions of users and provides them to users through a recommendation system, so that users can easily and conveniently obtain truthful and effective data and information. With the development of the times and advances in electronic information technology, new features and problems of the recommendation system continue to appear. However, in the current academic research related to the existing recommendation system, there are many studies on system algorithms at the technical level, and there are not many studies on system characteristics, user psychology and behavior.BR In addition, the platform

Impulsive Buying of Fashion Goods on Digital Marketplace among Z-Generation in Batam City: a Multi Method Analysis Approach

This study aims to determine factors such as ideal self-congruence, fashion consciousness, positive emotion, materialism, product attributes, online platform quality, and online sales promotion that affect impulsive buying behavior among Z-Generation in Batam. This study uses quantitative and qualitative method. Sampling method used is convenience sampling for quantitative and disproportionate stratified sampling for qualitative data. A total of 400 questionnaire respondents and 20 interviews which target specifically had an experience of buying fashion products through online platforms, generation Z, and live in Batam. Data analysis using regression analysis by SPSS Statistics 26. The result shows that fashion consciousness, materialism, product attributes, and online sales promotion have a significant effect on impulsive buying. This study provides a different demography compared to previous research, as people from different ages, places, and culture may behave in a different way considering their lifestyle. These can provide insight into what should attract impulsive buying behavior towards Z-Generation consumers in Batam.