Fashion Marketing Strategies Research Articles

Young women’s sustainable fashion consumption in China: A qualitative study using the theory of planned behavior

As the second most polluting industry in the world, the fashion industry has a critical impact on the environment. The development of sustainable fashion is conducive to reducing the environmental pollution caused by the fashion industry. China has the largest consumer market in the world, and the Chinese government and major companies have made considerable contributions to the sustainable development of the fashion industry. However, research regarding young women’s attitudes towards this topic remains under-explored. This study interviewed 30 young women of different ages from different places in China. Based on the theory of planned behavior (TPB), a semi-structured interview was used as a data collection method, and thematic analysis was adopted for data analysis. This paper discusses young Chinese female consumers’ attitudes towards sustainable fashion and analyzes the motivating factors and hindrance factors affecting the consumption intentions of young Chinese female consumers towards sustainable fashion. The research found that young Chinese female consumers generally hold a positive and supportive attitude towards sustainable fashion. Consumers’ perceptions of sustainable fashion, their self-perceptions, and their level of green awareness all significantly impact their attitudes and purchase intentions toward sustainable fashion. Consumers feel low social pressure, and Chinese society demonstrates a high level of acceptance and praise for sustainable concepts. However, the lack of purchasing channels and choices for sustainable fashion in China and the high cost of sustainable fashion products discourage consumers from making purchases. This study will be beneficial as a reference when the Chinese government makes sustainable policies to guide consumers toward sustainable fashion consumption. This study helps enterprises select target markets in China and formulate sustainable fashion marketing strategies and targeted advertising. This study contributes to increasing consumer awareness of sustainable fashion, as well as providing reference and reflective value when consumers purchase sustainable fashion products. Finally, this study will help promote the development process of sustainable fashion in Chinese society, make contributions to reducing the waste of social resources, promoting the recycling of resources, and improving social conditions, and put forward specific solutions and feasible suggestions for the development of sustainable fashion in Chinese society.

Strategi Pemasaran Toko Meidy Fashion dalam Mempertahankan Bisnis pada Masa Pandemi Covid-19

This article aims to analyze Meidy Fashion Store's marketing strategy in maintaining business during the Covid-19 pandemic. In addition, this study also aims to analyze the supporting and inhibiting factors of the Meidy Fashion Store marketing strategy in maintaining business during the Covid-19 pandemic. This research is a type of descriptive qualitative research that presents an analysis of the Meidy Fashion Store marketing strategy in maintaining business during the Covid-19 pandemic. The results showed that the marketing strategy carried out by the Meidy Fashion Store was through a product strategy, namely making product innovations by selling clothes that were needed at this time. The pricing strategy is to give discounts. The place strategy is switching to online sales and promotion strategies by utilizing social media. The inhibiting factors for Meidy Fashion's marketing strategy are the presence of competitors who sell the same product but at a price far below this store's product, the scarcity and increase in the price of raw materials from producers, market closing policies, and the information provided is not conveyed properly to customers. The supporting factors for Meidy Fashion's marketing strategy are by always maintaining the characteristics and quality of the products sold to customers, providing promos in the form of price discounts, and evaluating published advertisements so that information is conveyed properly to customers.

ПОНЯТТЯ АРХЕТИПУ ЗА КАРЛОМ ЮНГОМ У МИСТЕЦЬКОМУ ДИСКУРСІ ТА ВИКОРИСТАННЯ АРХЕТИПІВ У FASHION-ІНДУСТРІЇ

In this article the author study and analyzes archetype concept. There were analyzed: the main archetypes, their reflection in design, fashion art and fast fashion. The scientific novelty of the work is based on an attempt to systematize the main types of archetypes by the nature of their manifestations in the fashion sphere, highlight the dependence of the character and mental characteristics of the person on the internal archetype and its impact on the perception of external archetypes. In addition, the paper analyzes the main archetypes in art and their dependence on current trends and tendencies. The author considered the main vectors of influence of archetypes embodied in fashion on society and its main groups. Also, the methods, tools and patterns used to embody archetypes and their elements in the fashion industry were analyzed. The connection between the use of archetypes in the fashion industry and marketing strategies was analyzed as well. Thus, it was proved that the successful visualization of individual details related to the key archetypes that correspond to the moment of its development, allows you to reach a larger audience and get more than just a response to the fashion as an art. It also directly affects the sales growth and commercial success of individual designers and artists. The analysis of archetypes, their embodiment in fashion and perception by spectators and consumers was carried on the foundation of the appropriate methodological basis. The author also used a wide range of sources of information, which allowed taking into account various factors and make the study more in-depth and thorough. Among such sources, data on the modern fashion performances, shows and collections, in particular, the achievements of Ukrainian designers, are especially important. The work is based on the principles of objectivity, historicity and is considered on the basis of analysis not only of the source base, but also of research achievements of scientists, from Carl Jung himself to his modern followers and opponents.

The roles of data analytics in the fashion industry

The importance of data has been gradually acknowledged by fashion professionals to improve sales and margins because fashion brands and retailers need to develop, manufacture, and sell styles that resonate with consumers. Lately, advancements in data analytics, machine learning, and computing power, the value of utilizing artificial intelligence (AI)-based software or applications has been well acknowledged by fashion brans and retailers who want to apply a data-driven decision-making approach to develop more efficient fashion design, merchandising, and marketing strategies. In this research, it is intended to review the roles and importance of data analytics in the fashion merchandising process. AI-powered data analytics applications or services that are currently available in the fashion industry are also introduced. Finally, a need for developing courses or programs focusing on fashion- specific data analytics in higher education is addressed as more and more fashion brands and retailers are trying to hire fashion data analysts. Collaboration with technology partners who are providing AI-powered data analytics services to fashion brands and retailers is needed to educate fashion students with practical knowledge and skills

A retrospective commentary: How fashion blogs function as a marketing tool to influence consumer behavior: Evidence from Norway

ABSTRACTThis retrospective commentary for the article “How Fashion Blogs Function as a Marketing Tool to Influence Consumer Behaviour: Evidence from Norway” explores the valuable and unique insights that has caused its high impact contribution in literature. The commentary looks back on what ignited the interest in the research topic and how shifts in social media habits and technology trends have changed the blogosphere and increased bloggers influence on consumers. The introduction of the term “influencer” and the emergence of influencer marketing are supporting factors that shows how the research subject has evolved and grown in impact since its publication. It further analyses other contributing factors to its success such as its unique scope and exploring the topic from the reader, the fashion bloggers and the company’s perspective. Lastly, the commentary includes other articles that are complimentary to the research and explains how the scope and explorative design has enabled it to be relevant to a multitude of research questions, with a final analysis of the practical implications of the research from the perspective of fashion marketing strategy.

Decision Support System of Global Brands in Fashion Marketing Strategy for Entrepreneurship

Decision Support System of Global Brands in Fashion Marketing Strategy for Entrepreneurship

Brand competition, peer influence, and purchase intentions towards fashion apparel in Mexico

This study examines the effectiveness of different fashion marketing strategies and analyses of the consumer behaviour in a cross-section of demographic settings in reference to fashion apparel retailing. The study discusses the determinants of consumer behaviour and their impact on purchase intentions towards fashion apparel in reference to brand image, promotions, and external-market knowledge. The constructs of the study were measured using reflective indicators showing effects on the product related, economic, and cognitive variables. All variables were chosen following a focus group analysis of the potential respondents. The confirmatory factor analysis, scale reliability, and regression method were used to analyse the data. Data was collected from 217 respondents within the age group of 18-45 in reference to 35 variables on 11 fashion apparel brands in Mexico. The results reveal that socio-cultural and personality related factors induce the purchase intentions among consumers. One of the contributions that this research extends is the debate about the converging economic, cognitive and brand related factors to induce purchase intentions. Fashion loving consumers typically patronage multi-channel retail outlets, designer brands, and invest time and cost towards an advantageous product search. The results of the study show a positive effect of store and brand preferences on developing purchase intentions for fashion apparel among consumers.

Typology of mobile marketing and fashion application usage motives

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product informationconscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/ relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.

Attitude of Couples and Marrigeable Singles in Establishing Joint Fashion Business

<p>Entrepreneurship has been observed to work among couples who have mutual understanding and trust. It has also been observed to have more advantages in terms of the synergy that can bring about achieving more, one’s business been in safe hands and building marital fidelity. Nevertheless, it has also been conceived by some individuals that joint business among couples can lead to instability and arguments that arise from financial matters of the business. There are several studies in marriage and family business, effect of family on entrepreneurship, fashion marketing environment, fashion marketing strategies, fashion communication etc and none focuses on family fashion business in Nigerian socio-cultural and fashion marketing environment. Therefore, this study focuses on the attitudes of married couples and marriageable singles in establishing joint clothing and textile business. A total of 30 graduate students of Clothing and Textiles were purposefully selected for the study because they are trained to acquire vocational and entrepreneurial skills to be job creators (not job seekers), employers of labour and maintaining balance family life. Result shows that the respondents have favorable attitude to entrepreneurial skills, business management, home management, financial issues, risk management, cultural values and personality with mean scores of <strong>3.48</strong>, <strong>3.21</strong>, <strong>3.13</strong>, <strong>3.09</strong>, <strong>3.53</strong>, <strong>3.75</strong> and <strong>2.60</strong> respectively. The overall attitudinal score is <strong>3.26</strong> indicating a favorable response that couples and marriageable singles can establish joint fashion business.</p><p>Therefore this study recommends that couples who intend to own joint businesses should have mutual understanding, trust and communicate more about financial matters before they own a joint business. They should discover an appropriate way of handling the business with maturity and proper organization so as to avoid conflicts.</p>

남성의 패션관여상황에 따라 추구하는 자기이미지와 선호 패션스타일

The purpose of this study is to investigate the self-image of men and the characteristics of their fashion styles, as they are fast becoming an influential consumer group. Men in the thirties and forties who had a higher-than-average interest in fashion were surveyed online and the results from this study are as follows. In terms of variations of self-image connected to situations, we found that there were strong relationships between the preference of the "charming & romantic" image to private meet-ups with acquaintances, "intelligent & classy" to official events, "rational & realistic" to everyday work in an official setting, and "modest & ordinary" to complex situations including family occasions and customary events. Those who aimed for "urban refinement - sensitive" appeal also preferred a "charming & romantic" self-image, while pursuing a "classic & modern" fashion style for official settings and a "gentle & charming" style in private settings. Those who aimed for "stable elegance - intelligent" youth" image preferred the "intelligent & classy" image, while pursuing a "stable & intelligent" fashion style in official settings, and an "intelligent yet active & young" style in private settings. Those who aimed for "rational practicality - comfortable activity" image preferred a "rational & realistic" self-image, while pursuing a "rational & practical" fashion style in official settings, and a "comfortable & active" style in private settings. Those who aimed for "ordinary modesty - plain simplicity"preferred a modest and ordinary self-image, while pursuing an ordinary fashion style, and a simple style in private settings. The various situational assessments used in this study to analyze the fashion-related circumstances for male consumers can be utilized in upcoming studies, and can be an effective indicator of situational consumer preferences in terms of men's fashion marketing and product planning strategies.

Comme on down and Choos your shoes: A study of consumer responses to the use of guest fashion designers by H&M as a co-branded fashion marketing strategy

Comme on down and Choos your shoes: A study of consumer responses to the use of guest fashion designers by H&M as a co-branded fashion marketing strategy

패션소비자의 환경지식, 친환경 태도가 친환경 패션제품 구매에 미치는 영향

The purpose of this study was to examine the effect of consumer's environmental knowledge, eco-friendly attitude and purchase intention about fashion consumers' eco-friendly products. This study was conducted by a survey of 330 males and females fashion consumers in their 20s-40s who experienced eco-friendly fashion products purchase. Respondents, who had purchased eco-friendly fashion items at least once, were selected using convenience sampling through the online survey from March <TEX>$20^{th}$</TEX> to <TEX>$30^{th}$</TEX> in 2013. The collected materials were analyzed by frequency analysis, factor analysis, t-test and multi-regression using SPSS 19.0 software. Through the result of statistical analysis, it is found that environmental knowledge has three dimensions; natural environmental knowledge, urbanized environmental knowledge, environmental pollution knowledge. Also the effects of environmental knowledge on eco-friendly attitude are significant and eco-friendly attitude has influence on eco-friendly fashion products purchase behavior. Eco-friendly attitude had an effect word of mouth intention. In addition, there are notable differences in environmental knowledge, eco-friendly attitude and purchase intention depending on fashion consumer's age. The results of this study will provide useful information for both eco-friendly customer management and fashion marketing strategies. Therefore, the fashion company is needed to consider personal characteristics, customer needs and present condition of purchasing eco-friendly fashion products.

여성 의류 시장에서 레깅스패션 상품의 마케팅 활성화 전략방안에 대한 연구

경제 발전과 더불어 사람들의 자기 외모에 대한 관심이 많이 증가하고 있다. 그중에 특히 여성 의류시장에서 패션에 대한 관심은 매우 증가하고 있는 추세이다. 여성들의 외모에 대한 관심이 증가함으로써 여성들의 패션 마케팅에 대한 요구가 점차 증가하고 있으며, 그만큼 여성 패션 시장이 확대되어지고 있다. 이에 본 연구에서는 여성의 패션 시장을 중심으로 여성 패션에 대한 마케팅 활성화 전략에 대해 살펴보고 전략을 제시해 보고자 한다. 이를 위해 전략에 따른 구축 사례를 살펴보며, 이를 바탕으로 본 연구의 여성 패션 활성화 전략을 통해서 여성패션 마케팅 시장에서 경쟁력 있는 기대 효과를 얻을 수 있다. With the development of economy, people's self-interest about one's appearance has been increasing. Among them, especially interest of fashion in women's clothing market is increasing very. By increasing interest of women's appearance, requirements of various women's fashion marketing ways are increasing and the women's fashion market is expanding as much as it is. Therefore, in this paper, we propose the strategies for marketing activation in women's fashion after consideration of general women's fashion marketing strategies. Also, we build a web site to implement the strategies. Through the activation of the marketing strategies, marketing in a women's fashion market is expected to be competitive.

Research on VMD Communication as Fashion Marketing Strategy through brand case studies

Research on VMD Communication as Fashion Marketing Strategy through brand case studies

Consumer culture and purchase intentions toward fashion apparel in Mexico

This study examines the effectiveness of different fashion marketing strategies and analysis of consumer behavior in a cross-section of demographic settings in reference to fashion apparel retailing. The study examines the determinants of consumer behavior and their impact on purchase intentions toward fashion apparel in reference to brand image, promotions and external-market knowledge. The constructs of the study were measured using reflective indicators showing effects on the product-related, economic and cognitive variables. All variables were chosen following a focus group analysis of the potential respondents. The confirmatory factor analysis, scale reliability and regression method were used to analyze the data. The data were collected from 217 respondents within the age group of 18–45 years in reference to 35 variables on 11 fashion apparel brands in Mexico. The results reveal that socio-cultural and personality-related factors induce purchase intentions among consumers. One of the contributions that this research extends is the debate about the converging economic, cognitive and brand-related factors to induce purchase intentions. Fashion-loving consumers typically patronize multi-channel retail outlets and designer brands, and invest time and cost toward an advantageous product search. The results of the study show a positive effect of store and brand preferences on developing purchase intentions for fashion apparel among consumers.

“A Survey Of Teenagers’ Apparel Purchase Behavior: Fashion Apparels, Promotion, Reference Group And Body Cathexis”

The paper examines the teenagers’ behavior in reference to fashion apparel purchase intentions and fashion marketing strategies in Lucknow with survey among700 teenagers regarding their attitudes toward apparels purchase. The paper first uses both exploratory and confirmatory factor analysis to examine the factor structure and psychometric properties of these items. Structural Equation Modeling (SEM) using AMOS version 16 was utilized for model testing and to verify the four dimensions of teenager’s apparels purchase intentions. Confirmatory factor analyses successfully validated the items used to measure four dimensions of teenagers buying intentions namely fashion apparels, in-store promotions, reference group and body cathexis. This study wilt help the marketers to understand the teenagers’ apparels buying behavior and help them to make their marketing strategies accordingly.

Fashion Consumers' Gossip Behavior Tendency

The purpose of this study was to examine consumers' gossip behavior tendency with regard to collectivism and public self-consciousness. Three hundred fifty-five college students (male: 123, female; 227) in the 20s age group participated in this study. For data analysis, descriptive statistics, multiple regression, t-test, Pearson's Correlation, and Cronbach's Alpha were used to test the research questions. As the result, first, those who had a higher score on collectivism had higher gossip behavior tendency than those who had a lower score. Second, those who had a higher public self-consciousness had higher gossip behavior tendency than those who did not. Third, female students showed more gossip behavior tendency than male students did. Finally, all three variables (collectivism, public self-consciousness, and gender)) did affect on gossip behavior tendency among college students. Out three variables, collectivism affected on gossip behavior tendency the most. These results would provide useful information for fashion marketers to understand fashion consumers better. Based on these results, fashion marketing strategies such as WOM (word-of-mouth) marketing strategy would be provided to fashion retailers or marketers.

Chinese consumers' perception toward Korean fashion brands: Comparison among Beijing, Shanghai, & Yanji

The purposes of this study was to examine Chinese consumers's perception toward Korean fashion brands. Especially, this study aimed to compare the Chinese consumers in three local groups (Beijing, Shanghai, & Yangji). The subjects used for this study were one hundred ninety-six participants(male; 110, female; 86) in 20s age who live in China. For data analysis, descriptive statistics, Cronbach's alpha, and t-test were used. Cronbach's alpha test revealed that all instruments which were used for this study had over 0.85. As the results, first, 67.9% of Chinese consumers perceived Korean brands correctly as Korean brands. Also, 42.5% of Chinese participants had purchased Korean fashion brand products such as Teenie Weenie or E-land. Second, there were not significant differences in brand attitudes among three group participants. However, there was a significant difference in 'brand preference' factor, one of three brand attitudes, between two ethnic groups. Finally, there were not signifiant differences in brand image, while there was a significant difference in intelligent brand image, one of 4 brand image factors, between two ethnic groups. These results of this study would be very useful for Korean fashion brand marketers in order to understand Chinese fashion consumers more details, and provide more efficient fashion marketing strategies.

소비자가 지각한 속옷상표의 BI컬러와 상표자산

This study examined the effects of underwear brand identity color on brand equity. A self-administered questionnaire mainly consisted of BI color, brand image, and brand equity for underwear. Five underwear brands (Calvin Klein, Yes, Solb, Venus, and Body Guard) were selected based on the frequency they were purchased in pilot study. To collect data, respondents were asked to choose a brand which they were most familiar with, and to assess BI color, brand image, and brand equity including cognitive value, emotional value and purchase intention. A total of 228 usable questionnaires were obtained from consumers aged 19 to 46. BI colors were classified into four color groups: Achromatic (white, black, gray), Vivid (red, blue, yellow), Pink, and Beige. Additionally, underwear brand images consisted of four factors: Sophisticated, Classic, Casual, and Elegant images. Findings showed significant differences in the four factors of brand image and cognitive brand value between the BI color groups. Also, the factor of cognitive value was higher for achromatic or beige brand color groups, than for vivid or pink color groups. Also, brand image factors had positive effects on cognitive or emotional brand value. Especially, the factor of emotional value was more likely to increase purchase intentions than cognitive value in the BI color groups. The implications for managerial decision marking in fashion marketing strategy were also discussed.

The Effects of Clothing Shopping Orientation on Women Consumers' Clothing Purchasing Behaviors - Focused on a Comparative Analysis by Age Variable -

The purposes of this study are to segment women consumers on the basis of clothing shopping orientation and to investigate clothing purchasing behaviors of each segmented group by age variable for development of effective fashion marketing strategies to meet very changeable modern consumers' needs. The research methodology is survey and subjects were 650 women aged from 20s to 60s. The questionnaire consist of measurement items for clothing shopping orientation, clothing purchasing behaviors and subjects' demographic attributions. The data were analyzed by Cronbach's α, factor analysis, cluster analysis, χ 2 test, ANOVA and Duncan's multiple range test, using SPSS program. The results are as follows. First, 5 factors were emerged on clothing shopping orientation. Second, women consumers are segmented into 4 types(conspicuous, convenient, pleasurable, and unconcerned type) by clothing shopping orientation. Third, each consumer type divided by age variable showed some important differences on demographic characteristics and various clothing purchasing behaviors. Therefore, the results of this study support that clothing shopping orientation can be useful as one of the effective differentiated variables to segment women consumer market and age variable has important mediate effects on the differences of clothing purchasing behaviors by clothing shopping orientation type.