Fashion Goods Research Articles

ONLINE SALE OF FASHION GOODS

The main channel for the distribution of retail goods is gradually becoming the Internet. It is also a binding distribution channel for the sale of fashion goods. It allows the retailer to take opportunity not only to post photos, video and audio material showcasing their latest collections, but also to sell the goods directly to the consumer through a website. In Latvia, the purchase of goods in the Internet is growing very fast, especially during the Covid - 19 restrictions, when the purchase of goods in stores is restricted. Throughout Europe and especially in Latvia the crisis caused by Covid-19 has led to the questions, such as - what to do now, what should change and what decisions should be made by fashion retailers so that employees and buyers are not so vulnerable in such unpredictable force majeure situations? According to data from the Interactive Media Retail Group, for example, the UK's online retail turnover increased by 42% in September 2020, by 35.7% in October and by 39% in November compared to the previous year. The aim of this article is to analyze researches about online fashion retailers conducted by US and British researchers and the results of surveys among Chinese and Latvian students. The questions included in the researches and surveys are: Who sells fashion items online? Who helps to create a good fashion website? How do fashion retailers design websites? Who buys online? Conclusions and proposals have been made for retail web developers in Latvia.

THE EFFECT OF THE CONSUMER DECISION-MAKING PROCESS ON THE PERCEIVED VALUE TOWARD SLOW FASHION

Slow fashion designates a new paradigm in the clothing industry that promotes the importance of fashion goods realized with natural and durable products, empowering consumers to use the purchased clothes for a longer time, decreasing, in this case, the environmental and societal impact of fashion pieces. Even if it designates the opposite of fast fashion production, the slow fashion notoriety is not remarkably high among consumers. This study proposed to examine the effect of the consumers' decision-making process on the noticed value toward slow fashion. In this regard, we considered multiple decision-making constructs and tested their impact on consumers’ perceived value toward slow fashion. Also, we examined if there are discrepancies in the perceived value toward slow fashion based on gender. A survey was designed and administrated in Romania to a sample of 330 consumers aged between 18-25. We applied to the collected data exploratory analysis to identify the distribution of manifest variables into factors, followed by confirmatory factor analysis to test the performance of the obtained factors. Finally, we tested the proposed hypotheses using the structural equation model procedure. Were identified seven dimensions that compose the decision-making process of the consumers, namely, recreational shopping, perfectionism, brand knowledge, over choice confusion, fashion awareness, impulsive buying, and brand loyalty. Also, were found three dimensions that constitute the consumers' perceived value toward slow fashion, namely, emotional, social, and financial dimensions. The results showed that over choice confusion exhibits a positive effect on the emotional and financial value; fashion awareness manifests a positive effect on the social value, while brand loyalty manifests a positive impact on the financial value. In the case of gender impact on the emotional value, it was identified that, if a respondent is a female, the influence is positive and statistically significant.

4D Printing of Shape Memory Materials for Textiles: Mechanism, Mathematical Modeling, and Challenges

AbstractShape memory materials (SMMs) in 3D printing (3DP) technology garnered much attention due to their ability to respond to external stimuli, which direct this technology toward an emerging area of research, “4D printing (4DP) technology.” In contrast to classical 3D printed objects, the fourth dimension, time, allows printed objects to undergo significant changes in shape, size, or color when subjected to external stimuli. Highly precise and calibrated 4D materials, which can perform together to achieve robust 4D objects, are in great demand in various fields such as military applications, space suits, robotic systems, apparel, healthcare, sports, etc. This review, for the first time, to the best of the authors’ knowledge, focuses on recent advances in SMMs (e.g., polymers, metals, etc.) based wearable smart textiles and fashion goods. This review integrates the basic overview of 3DP technology, fabrication methods, the transition of 3DP to 4DP, the chemistry behind the fundamental working principles of 4D printed objects, materials selection for smart textiles and fashion goods. The central part summarizes the effect of major external stimuli on 4D textile materials followed by the major applications. Lastly, prospects and challenges are discussed, so that future researchers can continue the progress of this technology.

Browsing the virtual boutique with Baudrillard: The new realities of online, device-based, luxury fashion design and consumption

Contemporary engagement with fashion is with slick simulacra, daydreams and digital fantasies – an impossible promise of a beautiful, de-corporealized perfection. The virtualizing of fashion consumption has in turn dematerialized garments completely. Although late to the party, the consumer engagement with online luxury fashion has grown exponentially. Extremely expensive items are now purchased before they are engaged with physically. Therefore, within the new realities of device-based fashion design and consumption, the ‘wow’ factor and virtual considerations are paramount. There should be no surprise though that these garments align so closely with our taste, our consumption habits and our life patterns; they have been designed to do just that. In this research, through observation of a garment that was virtual before it became physical, the ascendant contemporary structure of modern fashion retail is analysed. This research explores how physical aspects of clothing have been devalued by the technology of modern capitalism, even as the importance of the ‘look’ has ascended. Another important aspect of the research is the seductive aspects of the marketing of fashion goods. The methods of procurement, in addition to the physical characteristics of the object itself, undergo a close analysis – how we as consumers are shaped by our methods of consumption as much as by our goods now. This research uses an object-based method, a process wherein both intrinsic and extrinsic information can be gleaned from a close examination of a garment, as well as an interview with a fashion journalist who witnessed the reorganization of a leading fashion website into a retail portal. This data is then combined with relevant theoretical frameworks to form ‘grounded theory’. The dematerialization of the modern ‘boutique’ that has now migrated online, the incipient forms of marketing to engage consumers and, ultimately, the recontextualization of the body and understanding of the self, all catalysed by online consumption are considered. As garments are now as ephemeral and placeless as the mechanism for the acquisition, an examination of the manufacture and dissemination of fashion product is warranted, and this in turn provides a more nuanced understanding of the ontology of luxury garments as well as their consumption in the modern fashion retail agora.

Modern Sociocultural Practices in the Field of Fashion Consumption: The Main Youth Trends

This article presents the results of research conducted by in Yekaterinburg in 2018– 2019. Data collection methods include a questionnaire survey (504 respondents), an in-depth interview (21 informants), and a semi-formalized interview (20 informants). The study involved young people from 16 to 30 years and experts in fashion — stylists, designers, buyers, and consultants of stores of various segments. The aim of the study was to identify new trends in the field of fashion consumption among young people. According to the results of the study, «the digital turn» has the greatest impact on modern practices in the field of fashion consumption among youth. Modern digital fashion media, such as blogs, are crowding out established elements of fashion structure such as fashion magazines. The greatest authority in the field of fashion consumption for young people is not fashion experts, but bloggers, celebrities and successful people around them. According to the data, most young people do not have enough money to dress in the same brands as trendsetters. Consuming fashionable goods, young people replace broadcast trending things with cheaper analogues: mass brands and the market segment fakes of luxury things. Online shopping is becoming popular for young people. Most rarely, young people can afford premium and luxury brands. The quality of clothing is not an important characteristic for youth’s fashion. The most important condition for the purchase of a thing is trendy and pretentious of clothing. In general, it is important for young people to follow fashion and learn new trends. The majority of young people believe that following fashion will make them more successful.
 Keywords: fashion, youth, consumption, digital turn, blog

Analysis of the Influence of Brand Consciousness, Materialism, Social Comparison, Fashion Innovativeness, and Fashion Involvement on Attitude Towards Purchasing Luxury Fashion Goods and Repurchase Intention of Luxury Fashion Goods Furla Customers in Surabaya

Luxury fashion goods is a dynamic and competitive industry. Nowadays, customers are not only buying luxury goods, but also looking for added value that can only be obtained from these luxury goods, in determining them to be loyal customers. As a well-known brand with a rich Italian culture, Furla needs to always strive on how to continuously improve product quality, product innovation and other factors, by working to increase sales and build customer loyalty to Furla products. The purpose of this study was to evaluate and analyze the effect of brand consciousness, fashion innovativeness, fashion involvement, materialism and social comparison on Repurchase Intention through Attitude Towards Purchasing Luxury Fashion Goods at Furla in Surabaya. This research is a causal research, which uses a quantitative approach with analysis techniques using SPSS version 22.0 software. Data collection in this study was carried out by distributing questionnaires to 135 respondents, with the characteristics that respondents are customers of the Furla Store in Surabaya, women, aged 18-60 years, residing in Surabaya, have bought and used Furla products at least 2 times in The last 1 year, and still using Furla products until the time this research was conducted. Based on the research that has been done, the results show that there are two variables that most influence attitude towards purchasing luxury fashion goods are fashion innovativeness with a regression coefficient of 0.266 and brand consciousness with a regression coefficient of 0.212. So that Furla in Surabaya needs to increase the influence of these variables, to increase his attitude towards purchasing luxury fashion goods which will affect repurchase intention.

Non‐deceptive counterfeit purchase behavior of luxury fashion products

AbstractThe luxury fashion industry suffers substantial losses due to non‐deceptive counterfeit purchase behavior. This study extends prior research on such behavior by investigating the factors influencing non‐deceptive counterfeit purchase behavior of luxury fashion goods in India, a country that scores high on collectivism and low on indulgence in regard to Hofestede's cultural dimensions. Specifically, (a) based on the extant literature as well as by (b) adding a novel variable, we theorize and empirically test a model that proposes a more comprehensive attitudinal construct specifically reflective of attitude to counterfeits by incorporating integrity, materialism, risk seeking, price–quality interface, smart shopper self‐perception, and subjective norms as antecedents of attitude towards counterfeit luxury products. Importantly, the paper investigates the mediating role of this comprehensive attitudinal construct in the relationship between intentions to purchase counterfeit and antecedents. The results offer novel theoretical insights that could be also advantageously employed by practitioners to restrain non‐deceptive counterfeit behavior.

Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention

PurposeRecently, internet has turned out to be the fastest growing channel for luxury sales. Surprisingly, very few studies have focused on understanding the major drivers behind online luxury goods consumption, particularly in the emerging market context. Therefore, the key objectives of this study are to, first, develop a framework to understand factors affecting consumers' intention to purchase luxury fashion goods online. Second, measure the moderating effect of perceived risk and web atmospherics on the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.Design/methodology/approachData were collected through structured questionnaires from a sample of 250 luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.FindingsStudy findings indicate that perceived usefulness, perceived ease of use, perceived enjoyment and price consciousness have a direct as well as an indirect relationship via attitude on online luxury purchase intention. The results also revealed that web atmospherics moderate the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.Originality/valueThis is one of the first studies that explores the moderating role of perceived risk and web atmospherics in the context of luxury market. It will help luxury marketers to develop appropriate strategies for selling luxury goods online in emerging markets like India.

Influence of Korean Celebrity Endorsement on Chinese Consumers'' Purchase Intention towards Fashion Goods

Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers’ intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.

A new model for logistics and transportation of fashion goods in the presence of stochastic market demands considering restricted retailers capacity

In today’s world, using fashion goods is a vital of human. In this research, we focused on developing a scheduling method for distributing and selling fashion goods in a multi-market/multi-retailer supply chain while the product demands in markets are stochastic. For this purpose, a new multi-objective mathematical programming model is developed where maximizing the profit of selling fashion goods and minimizing delivering time and customer’s dissatisfaction are considered as objective functions. In continue due to the complexity of the problem, a number of metaheuristics are compared and a hybrid of Non-dominated Sorting Genetic Algorithm II (NSGAII) and simulated annealing is selected for solving the case studies. Then, in order to find the best values for input parameters of the algorithm, a Taguchi method is applied. In continue, a number of case studies are selected from literature review and solved by the algorithm. The outcomes are analyzed and it is found that using multi-objective models can find more realistic solutions. Then, the model is applied for a case study with real data from industry and outcomes showed that the proposed algorithm can be successfully applied in practice.

Retailer’s optimal replenishment and early-payment decisions in a deteriorating items supply chain with longer downstream credit period

Many retailers, while receiving trade credit from their suppliers, are willing to provide trade credit to their customers for certain fashion goods and electronic products. Usually, customers' delay payment term is longer than that of the retailer, which is ignored in the existing literature. In this paper, we study such deteriorating-items supply chain where the supplier offers flexible two-part trade credit allowing the retailer to pay part of purchase cost at early-payment term with discount and the rest with no discount at later-payment term; meanwhile, the retailer provides one-part trade credit allowing the customers to delay payment. We discuss the retailer's optimal replenishment and payment decisions where downstream credit periods are not limited to less than upstream early-payment terms. Numerical examples and sensitivity analysis serve to verify theoretical results and support three critical managerial insights. First, the retailer can extend downstream delay payment terms to get more profit, especially for the young generation's products. Second, when the downstream credit period is longer than the upstream early-payment term, it makes economic sense for the retailer to order items more frequently. Finally, the retailer would take more benefits from flexible two-part trade credit contracts on longer shelf-time products.

САТИРИЧЕСКИЕ ИЗДАНИЯ Н. И. СТРАХОВА И «МОДНАЯ КНИГА» Л.-А. КАРАЧЧИОЛИ

In 1790–1793 Nikolai Strakhov publishes The Satirical Bulletin (1790–1792), A Handbook for Winter Moscow Visitors (1791), The Correspondence of Fashion and The Lamentations of Fashion over the Expulsion of Fashionable and Expensive Goods (1793). The paper shows that The Fashionable Book by the French writer Louis-Antoine Caraccioli, published in Russian translation in 1789, could have been one of their literary sources. All the Strakhov’s works mentioned above share a common topic with the book by Caraccioli: fashion. In A Handbook, The Correspondence and The Lamentations of Fashion, as well as in The Fashionable Book, fashion is the only topic, while in the journal The Satirical Bulletin it is central. Perhaps Caraccioli’s satire suggests to Strakhov the very idea of a full-length book dealing entirely with the subject of fashion, the idea the writer develops in his A Handbook and The Correspondence. A Handbook shares one more important feature with its probable French inspiration: a specific mode of communication with the readers. Both books are addressed to fops, who are obsessed with fashion, as if aimed at attracting their attention. In both books fops are given advice characterizing the behavior that is usual in high society. While such recommendations constitute a minor part of Caraccioli’s satire, they predominate in A Handbook. Obviously, the appeal to fops is, in fact, ironic; the advice given to them should not be taken at face value. In both books fashion is the object of satire. Strakhov’s acquaintance with the Russian translation of Caraccioli’s book may be supposed for the reason that this translation is printed by N. Novikov, who at the time, i. e. in the second half of the 1780s, collaborates with Strakhov, publishing his translations of foreign literature. The fact that Strakhov’s works appear soon after the Russian translation of The Fashionable Book serves as an additional argument in favor of their connection.

Romanian Young Adults' Attitudes Regarding Luxury Fashion Brands

The luxury fashion market has gained significant notoriety in the actual Romanian society, attracting the interest of consumers from heterogeneous societal structures. Despite the existing financial constraints, the monthly amount spent on clothes slightly increased in the last years in the Romanian space, with consumers becoming more interested in investing more money on luxury fashion brands. However, there is limited research conducted on the behavioural motives that underly attitudes regarding luxury fashion brands among young adults. The present article proposes to investigate the social mechanisms that underly young adults' attitudes toward luxury fashion brands. The applied statistical procedures revealed that the fashion innovativeness partially mediates the relationship among the need for uniqueness and consumers attitude regarding luxury fashion goods. Also, fashion innovativeness is not a significant mediator in the relationship between proneness to normative and informative influence and consumer attitude toward luxury fashion brands.

연예인 휴먼브랜드와 굿즈 특성이 패션 및 비패션 굿즈구매의도에 미치는 영향

연예인 휴먼브랜드와 굿즈 특성이 패션 및 비패션 굿즈구매의도에 미치는 영향

Influencers, Brands, and Pivots in the Time of COVID-19

Influencers, Brands, and Pivots in the Time of COVID-19

Is Adopting Mass Customization a Path to Environmentally Sustainable Fashion?

Problem definition: In high-product-variety businesses like fashion, mass production (MP) systems create environmental waste in the form of overproduction on a colossal scale. Mass customization (MC) has been proposed -- without solid evidence -- as a solution. In this paper, we analyze whether MC can indeed offer a win-win solution that helps both the bottom line and the environment. We also study the impact of three real policy options: promoting MC, charging a disposal fee for overproduction, and recycling. Academic/practical relevance: There is increasing interest in mass-customizing fashion goods, not only because consumers value customization, but also because MC is perceived to be environmentally friendly. Our paper puts this advocacy for MC to test. We contribute to the literature, which has been largely silent on the issue, by uncovering when MC offers a win-win and relating such market outcomes to policy ideas. Methodology: We develop an analytical model of an MP firm adopting MC (going hybrid). The firm’s profit-maximizing variety, price and inventory decisions then form the basis of our understanding the environmental impact of adopting MC and assessing various policy options. Results: Adopting MC can be a win-win, but it can also increase overproduction and hurt the environment. Our policy analyses reveal two kinds of insights. First kind is about whether a policy expands win-win outcomes -- encouraging sustainable adoption of MC. Among the policy ideas we explore, only promoting MC so as to increase consumers' tolerance for waiting for mass-customized products can do that unambiguously. Second kind of insight is about whether a policy reduces the hybrid firm's environmental impact. Only disposal fee and costly recycling programs can do that unambiguously. Managerial implications: For MC adoption to be a win-win, policy makers must (1) work on convincing consumers to wait for bespoke fashion, (2) target MP firms with low cost of variety (high product mix flexibility) with disposal fees or costly recycling programs, and (3) encourage those with relatively higher cost of variety to develop/acquire technology that would make recycling profitable.

Luxury rental purchase intention among millennials—A cross‐national study

AbstractIn the last few years, a radical shift has been observed in luxury consumption behavior, particularly in millennials who are increasingly inclined toward sustainability. There has been a tremendous rise in demand for services providing a non‐ownership model of consumption. However, hardly any study has focused on exploring the consumption behavior of the millennials for luxury fashion goods in the context of sharing economy. Hence, this research aims to examine the key drivers that affect millennials attitude and purchase intention of luxury fashion on rent. Data were collected via mall‐intercept questionnaire survey method from millennials in India and United Arab Emirates (UAE) who aspired to consume luxury fashion goods on rental basis. Statistical tests, including confirmatory factor analysis, multi‐group analysis, and structural equation modeling, were applied for data analysis. Furthermore, an integrated conceptual model based on self‐determination theory and theory of reasoned action is proposed to examine the key driving motivators that affect millennials' attitude and purchase intention of luxury fashion on rent in the UAE and India. The results reveal that significant differences exist across the nations. Experience value and identity projection value had a higher impact on UAE citizens than Indians. The current study is a pioneer study that attempted to understand the young consumer's attitude and purchase intention for luxury fashion rental consumption and examine differences and similarities of millennials across nations.

The Bandwagon Effect and Consumption of Fashion Goods: A Case of Young Consumers of Pakistan

In Marketing, making a choice highly depends upon the reviews and ratings. A purchase decision can easily get affected by the rating of five stars from several reviewers. A trend regarding fashion goods is increasing in Pakistan. The present research was conducted on bandwagon and its effect on the consumption of fashion goods in Sialkot. The purpose was to know how others’ perceptions influence youth in Sialkot, Pakistan. Quantitative research nature was used. While the self-administered questionnaire survey was conducted for the collection of data and distributed among sample size of 200 youth in Sialkot Pakistan. Correlation and Regression analyses were carried out in SPSS for testing hypotheses. Results indicate that bandwagon has positive and significant influence on the consumption of fashion goods. Findings will be beneficial to the fashion good companies to help them in making strategies in Sialkot Pakistan.

이모티콘 관심도가 콜라보레이션 패션 상품 구매의도에 미치는 영향 - Preacher & Hayes의 매개효과 분석을 적용하여 -

Recently, the fashion industry collaborates with mobile messenger emoji to create fashion products. However, consumer behavior research on fashion collaboration with emoji is very limited. This study investigates female college students’ attitudes and purchases intentions toward fashion collaboration with emoji. SPSS 21.0 was used for the empirical analysis, and frequency analysis, multiple response analysis, exploratory factor analysis, reliability test, and mediation effect analysis using process macro by Preacher & Hayes were performed. The results show that there were fewer consumers who own fashion goods that collaborated with emoji than those who do not. Accessories were the most popular collaboration products. The present study showed that consumers’ interest in emoji directly affected consumers’ purchase intentions toward emoji collaborations, and consumers’ interest in emoji collaborations has a mediating role between interest in emoji and purchase intention toward emoji collaborations. Consumers’ interest in emoji has a direct effect on consumers’ intention to purchase fashion collaboration emojis when controlling interest in fashion collaboration emojis. In other words, the interest in emoji has a positive effect on the purchase intentions of fashion goods collaboration with emoji. Fashion collaborations with emoji help fashion brands form positive attitudes and brand image. For a newly established brand, collaboration with emoji will be effective brand advertising. Emoji collaborations will be used as a visual merchandising display technique and will be beneficial to fashion brands. Moreover, it will be effective for creating demand and exclusivity through low production volume.

Individual and Social Factors Impacting Chinese Millennials’ Luxury Consumption

This study examined individual and social determinants that impact Chinese Millennials’ desire for luxury status consumption which eventually influences their purchase intent of luxury fashion goods. Whether income derived differences in regard to the determinants exist or not was further investigated. A self-administered survey was employed to collect data from undergraduate and graduate students at a large university in Hong Kong, China. A series of regression analyses were utilized to test hypotheses. The findings of the study indicate that both individual (i.e., materialism) and social elements (i.e., need for uniqueness and social comparison) positively influence Chinese millennials’ desire for status consumption of luxury fashion goods, while social factors are the key drivers of low income group’s desire for status consumption. These findings provide major implications to academics and practitioners.