Fashion Market Research Articles

Social justice movements in the expansion of the Afro-Brazilian fashion market

Fashion in the twenty-first century has been heavily impacted by social justice movements. Given this scenario, this article aims to discuss the reflexes that the Black Lives Matter (BLM) movement caused in the global fashion industry from the year 2020, especially in Brazil. From the analysis of the events that motivated this movement, as well as a critical reading of the Brazilian historical-social formation context, I seek to present the emerging brands of racialized creators that are being highlighted at São Paulo Fashion Week, one of the most important fashion events in the country and Latin America.

ZERO WASTE AND MODULAR FASHION DESIGN: A SUGGESTED COLLECTION

Zero waste fashion design is a way and at the end of the pattern designing process occurs no cut-and-sew waste. Modular fashion design is a process in that one garment can have the appearance of different designs which can be modified by the consumer. The zero waste fashion design and modular fashion design are considered together as a multiple design methodology to supply sustainable fashion production. Although both design techniques are completely unique, the common aim of sustainability design results can be reached through the combination of the two. In this study, a collection was designed by integrating these two design methodologies: zero waste and modular fashion. If consumers have an active role in the sustainable design process, the responsibility for sustainable fashion design falls partially on them. The consumer is one of the three pillars of sustainable design philosophy, so they have a major role in helping create a balance on the sustainable fashion production and a sustainable fashion market. Thanks to this harmony, the design process should consider consumer-centered design options and consumer demands. In this study, an experimental development practicing method via modular and zero waste fashion design methods were used to create a suggested collection. At the end of this study, three garments were designed for that suggested collection, and each can be worn in three or four different looks.

Exploring the Influence of Fashion Events on the Development of the Textile and Fashion Markets in Ghana: an in-Depth Study of Kumasi Metropolis

Purpose: The core aim of this study is to explore and analyze the influence fashion shows have on the growth of textiles and fashion markets within the Kumasi Metropolis in Ghana. It aims to appreciate how these events stimulate creativity, encourage textile production, promote local fashion designers, and facilitate market expansion, all of which can boost economic development.
 Methodology: The study used a quantitative explanatory design and a survey approach. A sample of 274 fashion designers was selected through a simple random method. Data was collected using a structured questionnaire. Descriptive and inferential statistical methods, including correlational and multivariate OLS regression, were used to analyze the data.
 Results: The findings of the study revealed that frequent participation in fashion shows positively influenced the fashion design innovation practices of fashion design firms and that the attendance of fashion designers at fashion shows stimulated various fashion design innovation practices, which in turn significantly influenced the sales of textiles and fashion products in the market. Implying that customers were more likely to patronize fashion products from designers who frequently attended fashion shows.
 Conclusion: The exposure of fashion designers to fashion shows is reported to improve their comprehension of the concepts and, therefore, their innovative practices, which eventually enhance the sales performances of their products in the market.
 Originality/Value: This study highlights the limited interest of academicians in investigating the link between fashion shows and the growth of Ghana’s textile and fashion industry. It further presents a unique analysis of the interplay between fashion shows and the growth of textiles and fashion markets in a region that has not been intensely studied before - Kumasi Metropolis in Ghana. It uncovers how fashion shows, by promoting traditional and contemporary Ghanaian designs and fabrics, have a crucial role in the commercial growth and international recognition of the Ghanaian textile and fashion sectors, underscores the significance of cultural preservation and promotion in driving economic development and highlights the potential for this model to be replicated in other sectors and regions across Africa.

The Impact of Brand Society and Narrative Branding on Brand Image and its Implications on Consumer Purchase Behavior: A Case Study of Luxury Fashion Brands in Jakarta

Objetive: This study delves into the fascinating world of luxury fashion, investigating the influence of brand society and narrative branding on brand image and consumer purchase behavior.
 
 Method: Through the analysis of data collected from 204 respondents via online questionnaires and employing Structural Equation Modeling (SEM) with Smart PLS software, the research uncovers valuable insights. Notably, the study introduces the novel concept of brand society, emphasizing the importance of fostering a sense of community and exclusivity among luxury fashion brand consumers. Additionally, it sheds light on the impact of narrative branding, highlighting the significance of storytelling techniques in shaping consumer perceptions.
 
 Implications: The interplay between brand society, narrative branding, brand image, and consumer purchase behavior is explored, leading to a comprehensive understanding of these relationships within the luxury fashion context. The implications of these findings for luxury fashion brands are substantial. To cultivate consumer loyalty and stimulate purchase intentions, brands are advised to establish a strong brand society through exclusive events, loyalty programs, and online platforms. Moreover, employing effective narrative branding strategies that forge emotional connections and effectively communicate brand values can enhance brand image and customer engagement.
 
 Results and conclusion: The study enriches our comprehension of the social dynamics and storytelling strategies within the luxury fashion industry. By providing practical guidance for brand managers and marketers, it aids in creating engaging brand experiences, strengthening consumer relationships, and driving purchase behavior in the highly competitive luxury fashion market.

Innovative attributes, brand reputation and behavioral consequences in the clothing industry: the roles of self-congruity and value consciousness

PurposeResearchers have paid little attention to elucidating how customer-perceived innovative apparel attributes are linked to brand reputation and consumer buying behaviors. This study intends to bridge that gap by providing empirical evidence on the effects of product novelty, product difference and product inimitability on brand reputation and behavioral intentions in the context of garment purchasing. We also investigate the moderating effects of self-congruity and value consciousness on the attribute‒brand reputation linkages, as well as their immediate influence on the domain variables.Design/methodology/approachThe proposed model was estimated using data from a web-based survey of 299 female apparel customers. Structural equation modeling was employed to test the relationships between variables.FindingsThe results indicate that product novelty, product inimitability, self-congruity and value consciousness significantly influence brand reputation. The results also demonstrate that self-congruity, value consciousness and brand reputation have direct effects on behavioral intention, while self-congruity and value consciousness appear to moderate the relationship between innovative product attributes and brand reputation.Originality/valueThis study is the first to present a conceptual model that systematically encompasses product innovation, brand perceptions and behavioral links in the field of women's clothing. The findings have important implications for both academics and practitioners in the field of fashion marketing.

The effect of luxury brands’ sustainable fashion marketing types on authenticity, brand attitude, and purchase intention

ABSTRACT Consumers consider authenticity a critical factor in fashion brand evaluation, sustainable marketing has become essential in marketing activities. And also sustainable fashion brands is increasing, but literature in this field has focused on general and fast fashion brands, and research on luxury brands is lacking. This study aims to examine the effect of luxury brands’ sustainable fashion marketing activities on authenticity, purchase intention, and brand attitude. It analyzes the effects of article format and marketing activity type and identifies the difference in the interaction between luxury brands’ sustainable marketing types and the authenticity, purchase intention, and brand attitude of fashion companies. Sustainable fashion and raw materials were selected as the final stimuli, and 217 copies of the questionnaire were used for analysis through a specialized research company. It found that authenticity, brand attitude, and consumer purchase intention varied greatly depending on luxury brands’ sustainable fashion marketing types. Authenticity positively affected brand attitude and purchase intention, a positive brand attitude positively impacted purchase intention. This study is significant as it provides basic data on the effects of marketing strategies using authenticity from an academic and practical view, expanding the limited scope of research focused on luxury brands in sustainable fashion.

Analysis of Chanel Marketing Strategies in the World Luxury Fashion Market

The luxury market is a unique fashion market that provides more than necessary products to satisfy people in the wealthiest class. Chanel is a French luxury fashion brand that was founded in 1910 in Paris by Coco Chanel. This paper uses 4Ps marketing theories to analyze the reasons for Chanel's outstanding marketing performance worldwide, especially in China. The conclusion shows that Chanel keeps its unique personality to attract more demands from young people and also insists on the consumer base of wealthy people.

Analysis on the Co-branding Strategy of Gucci

Co-branding has become a vital strategy in the fashion marketing industry. The strategy involves collaborating with other brands to jointly innovate new products. This paper looks at the positive and negative aspects of co-branding. Taking the co-branding initiatives by Gucci as a case study, this paper makes the following findings. Co-branding helps brands to grow as long as both the two collaborating brands have unique strengths that make them better together. Such strengths may include market reach, brand awareness and reputation, and technical know-how. However, co-branding may produce unintended negative consequences when one brand suffers a negative brand image, which ends up getting transferred to the co-branding partner. Furthermore, either of the collaborating brands may lose its original brand image due to the influence of the partner brand. In the case of Gucci, it is found that the co-branding initiatives have resulted in mutual benefits for Gucci and its partners, but the strategy should not be extended for a long duration, as this is a risk factor for brand dilution.

Analysis of Louis Vuitton's Marketing Strategies in Chinese Luxury Fashion Market

The rapid growth of China's economy has made the country one of the world's most important markets for high-end goods. In the meantime, China's economic growth has slowed since entering the new normal in 2014, and luxury consumers have become more practical. For this reason, many international luxury brands are fretting over how to break into China's opulent consumer market. The LVMH Group owns a number of luxury brands, including the ubiquitous Louis Vuitton. In light of the foregoing, this research examines the Louis Vuitton brand's marketing strategy in China, specifically its product strategy, pricing strategy, promotion strategy, and positioning strategy. Several suggestions are made to enhance Louis Vuitton's marketing strategy in China based on the findings of this study, such as a push to emphasize the brand's commitment to quality. Several suggestions are made in this report to better Louis Vuitton's marketing strategy in China, including expanding efforts to promote the quality-centered brand idea in the Chinese market, adjusting prices on a case-by-case basis, and bolstering the company's online sales channels. The marketing strategy of Louis Vuitton is examined in this article, which provides not only useful information for the company but also useful information for other domestic luxury businesses.

Buyer–seller interactions and customer satisfaction – the moderating role of COVID-19 protocols: a study of small apparel fashion enterprises in the regional shopping malls in Ghana

PurposeThe study explored the relationship between buyer–seller interactions and customer satisfaction in the small apparel fashion enterprises in the emerging markets. The moderating role of COVID-19 protocols implementations on buyer–seller interactions and customer satisfaction was further examined.Design/methodology/approachBuyer–seller interactions affecting customer satisfaction were divided into three constructs, namely, interactions relating to the overall customers shopping experience, smooth payment process and in-store interactions, and the COVID-19 protocols implementations were used as a moderator. A convenient sampling strategy was adopted to survey 450 customers of apparel fashion enterprises within the four regions in Ghana, of which 397 were validly used for the analysis. Existing questionnaires were adapted to collect data from the respondents. The data collected was therefore analysed using SPSS and SmartPLS programme to ascertain the nature of the relationships among the variables.FindingsThe study found that, in-store interactions, shopping experience and smooth payment processes directly influence customer satisfaction. However, the implementation of COVID-19 protocols failed to moderate the relationship between buyer–seller interactions and customer satisfaction.Research limitations/implicationsThe limitations of the study involve its context-specific, focusing on the small apparel and fashion market. Also, future researchers can re-examine the model in other geographical jurisdictions, focusing on small apparel owners’ competencies and other variables that position buyer–seller interactions as precursors of customer satisfaction in the small apparel fashion industry. The theoretical and managerial relevance of the findings are also discussed.Originality/valueThe paper extends the domain of buyer–seller interactions and customer satisfaction phenomena within the apparel fashion industry. Its examination of the impact of COVID-19 protocols’ implementation on customer satisfaction provides an insight into managers regarding how the applications can affect customers in a typical shopping environment.

Fashion marketing in the metaverse

ABSTRACT The metaverse is a shared virtual environment with significant implications for several aspects of businesses. This conceptual paper focuses on how fashion brands can benefit from the metaverse’s vast opportunities. Reviewing the key publications in this field, it identifies the key stakeholders who shape fashion marketing in the metaverse: fashion brands, tech developers, and consumers. Furthermore, the paper outlines the opportunities and challenges of fashion marketing in the metaverse. The study presents a conceptual framework that shows the collaborative relationships between critical stakeholders involved in fashion marketing to take such opportunities and overcome potential challenges. The framework provides a theoretical foundation for research and practice in fashion marketing within the metaverse. The study contributes to the expanding body of research on the intersection of the metaverse and fashion marketing, offering valuable managerial insights for fashion brands and tech developers and a rich agenda for future research.

Effect of wearing high heels on the biomechanical parameters of the foot

Introduction: Today's fashion and footwear market offers a wide range of stilettos. For women, stilettos are an important part of their wardrobe, providing a sense of confidence and enhancing physical attractiveness. Unfortunately, they also raise latent concerns among healthcare professionals due to the forced position of the foot. The aim of this study is to analyse present the effect of high heels on the distribution of foot forces on the ground in adult women attending high-heels dance classes. Material and Methods: The distribution of foot forces on the ground and the body balance of HHS female students before and after the training session were investigated. Foot arch measurements were taken using EPSR1 mats (Letsens Group, Letsens S.R.L. Via Buozzi, CastelMaggiore; Bologna, Italy). Results: The foot arch test showed that the entire study population had highly arched left feet (mean arched level of 8.85%) and right feet (3.70%). Analysis of the data showed that training in high heels reduced the longitudinal arch of the right foot (p=0.04942) by increasing metatarsal pressure. Pressure on the heel of the right foot decreased (p=0.017621). Statistical analysis of the stabilographic measurements showed statistically significant changes only in the distance from the centre of pressure before and after the test (p=0.047531). Conclusions: The results suggest that the development of an abnormal longitudinal arch (flatfoot) and a reduction in body balance may be attributable to prolonged wearing of high-heeled shoes.

Multi-Task Learning and Gender-Aware Fashion Recommendation System Using Deep Learning

Many people wonder, when they look at fashion models on social media or on television, whether they could look like them by wearing similar products. Furthermore, many people suffer when they sometimes find fashion models in e-commerce, and they want to obtain similar products, but after clicking on the fashion model, they receive unwanted products or products for the opposite gender. To address these issues, in our work, we built a multi-task learning and gender-aware fashion recommendation system (MLGFRS). The proposed MLGFRS can increase the revenue of the e-commerce fashion market. Moreover, we realized that people are accustomed to clicking on that part of the fashion model, which includes the product they want to obtain. Therefore, we classified the query image into many cropped products to detect the user’s click. What makes this paper novel is that we contributed to improving the efficiency performance by detecting the gender from the query image to reduce the retrieving time. Second, we effectively improved the quality of results by retrieving similarities for each object in the query image to recommend the most relevant products. The MLGFRS consists of four components: gender detection, object detection, similarity generation, and recommendation results. The MLGFRS achieves better performance compared to the state-of-the-art baselines.

Faktor – Faktor Yang Mempengaruhi Minat Investasi Generasi Z Mahasiswa STIE Surakarta Di Pasar Modal

This study aims to test whether social media, motivation, knowledge and benefits influence the investment interest of the Z generation of STIE Surakarta students in the capital market. This research uses a quantitative method, the population in this study is 287, the sampling technique of this study is using purosive sampling. with the criteria of 7th Semester STIE Surakarta Accounting Study Program students. The data was distributed through questionnaires distributed via whatsapp grub class or personal WhatsApp to 7 semester 7 accounting students STIE Surakarta Study Program and obtained 125 respondents. The data analysis technique used in this study used regression multiple linear through the SPSS 25 program. The results of this study indicate that social media and knowledge do not affect the investment interest of the STIE Surakarta generation of students in the capital market, while the motivational and benefit variables affect the investment interest of the next generation. z STIE Surakarta students in the fashion market. Therefore, the z generation must be interested in investing in the capital market in order to provide long-term support. This research can help the whole community, especially young people, to better understand and be interested in investing in the capital market.

CONDITION ANALYSIS AND FORECASTING IN THE FASHION INDUSTRY: A COMPREHENSIVE STUDY

Condition analysis and forecasting play a crucial role in the fashion industry, enabling businesses to make informed decisions regarding product development, inventory management, and market positioning. This comprehensive study aims to analyze the current condition of the fashion industry and develop forecasting models to anticipate future trends. Through data collection, market research, and statistical analysis, key factors influencing fashion trends, consumer preferences, and market dynamics are identified. Various forecasting methods, including trend analysis, predictive modeling, and data mining techniques, are employed to generate accurate forecasts for product demand, market growth, and emerging fashion trends. The findings provide valuable insights for fashion businesses to stay competitive, optimize their operations, and meet the evolving demands of the market.

The Impact of Consumer Ethnocentrism, Perceived Quality, and Emotional Value on Purchase Intention of Local Brand Streetwear Products in Generation Z in Jakarta

This study was conducted to determine the effect of consumer ethnocentrism, perceived quality, and emotional value on the intention to buy streetwear products from Generation Z local brands in Jakarta. The sampling method used is non-probability sampling with convenience sampling technique. Data collection using a google form questionnaire distributed through social media with a number of respondents as many as 200 people but only 197 that can be analyzed further. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of SMARTPLS v3.2.9 statistical software. The sample in this study is Generation Z with an age range of 9-24 years who live in Jakarta who are familiar with local brand streetwear products. The results indicate that consumer ethnocentrism, perceived quality, and emotional value have a positive impact on the purchase intention of Generation Z to purchase local brand streetwear in Jakarta. For street wear fashion marketers, the results provide a better understanding of the increasingly dynamic consumer behavior of Generation Z.

The Impact of Consumer Ethnocentrism, Perceived Quality, and Emotional Value on Purchase Intention of Local Brand Streetwear Products in Generation Z in Jakarta

This study was conducted to determine the effect of consumer ethnocentrism, perceived quality, and emotional value on the intention to buy streetwear products from Generation Z local brands in Jakarta. The sampling method used is non-probability sampling with convenience sampling technique. Data collection using a google form questionnaire distributed through social media with a number of respondents as many as 200 people but only 197 that can be analyzed further. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of SMARTPLS v3.2.9 statistical software. The sample in this study is Generation Z with an age range of 9-24 years who live in Jakarta who are familiar with local brand streetwear products. The results indicate that consumer ethnocentrism, perceived quality, and emotional value have a positive impact on the purchase intention of Generation Z to purchase local brand streetwear in Jakarta. For street wear fashion marketers, the results provide a better understanding of the increasingly dynamic consumer behavior of Generation Z.

The Impact of Consumer Ethnocentrism, Perceived Quality, and Emotional Value on Purchase Intention of Local Brand Streetwear Products in Generation Z in Jakarta

This study was conducted to determine the effect of consumer ethnocentrism, perceived quality, and emotional value on the intention to buy streetwear products from Generation Z local brands in Jakarta. The sampling method used is non-probability sampling with convenience sampling technique. Data collection using a google form questionnaire distributed through social media with a number of respondents as many as 200 people but only 197 that can be analyzed further. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of SMARTPLS v3.2.9 statistical software. The sample in this study is Generation Z with an age range of 9-24 years who live in Jakarta who are familiar with local brand streetwear products. The results indicate that consumer ethnocentrism, perceived quality, and emotional value have a positive impact on the purchase intention of Generation Z to purchase local brand streetwear in Jakarta. For street wear fashion marketers, the results provide a better understanding of the increasingly dynamic consumer behavior of Generation Z.

Selling Glamour: Marketing Western Women’s Fashion in Interwar Bucharest

This paper explores the dynamics of women’s fashion marketing in advertisements and promotional materials related to Western ideas, materials or products, published in interwar Bucharest. The aim is to ascertain the degree and nature of Western women’s fashion influence in interwar Romania as a reflection of larger social, political, cultural and economic phenomena at a local, regional, European and global level. The study also offers an overview of the various individu als and entities involved in the textile and fashion industry of interwar Bucharest, with various budgets and means of propagation, and possible ethical and accuracy concerns regarding their messaging. Also discussed are the major trends in interwar Romanian advertising in relation to the West, namely the import of ideas, raw materials and finished goods. The recourse to semiotics and discourse analysis offers a wider understanding of interwar Romania through the lens of fashion as marketed to interwar Bucharesters, covering all aspects relevant to the fashion industry, from conception, production and dissemination to consumption and interpretation.

Fashion Joining Online Gaming and the Metaverse

Abstract In an era when targeting younger generations becomes more and more challenging, and classic fashion is starting to be seen as being outdated, the Metaverse and online gaming has attracted fashion brands’ interest. Increasingly more fashion brands, such as Nike, Vans, Gucci, Supreme, Forever 21, Ralph Lauren, and NASCAR, are being present in the Metaverse and online games. The purpose of the study will be to bring some light on how the Metaverse might revolutionize fashion marketing communication for the younger and future generations. The paper also explores the customer benefits that the brands offer through the Metaverse and why the younger public tends to find this marketing type so appealing. From a methodological point of view, two focus groups were organized, one for gamers and another for casual players. The research directions investigate the relationship between fashion, Metaverse, and gaming marketing communications. It follows the perception of the audience, as also the benefits for organizations and consumers of games that include fashion brands. The qualitative analysis results showed that the gap between gamers and nongamers is becoming more and more narrow, as both consume the same type of content, and the benefits for organizations are worth the investment. For consumers, on the other hand, both advantages and disadvantages were highlighted as concerns for future generations. The study acknowledges why the younger generations invest so much time and money in the digital fashion world. It clarifies aspects related to the Romanian market, giving useful insights for fashion brands and not only.