Using an exploratory approach, the current study, theoretically grounded in the self-discrepancy theory, investigated a woman’s perceptions of her body shape. The purpose was to understand how garments created with optical illusion prints or patterns affect women’s perceptions of body shape. Fifteen women were body scanned to determine their body shape and participated in an in-depth semistructured interview while viewing a personalized avatar (created from their body scan) depicted in the seven different optical illusion garments created by the researcher. Data analysis revealed six themes: (1) perception of self, (2) clothing and the body, (3) defining ideals, (4) preferences by body shape category, (5) effects of wearing optical illusions, and (6) a more ideal self. The results from this study indicated that optical illusion garments do effect the visual perception of body shape and can result in the perception of a more ideal body shape.
The study of clothing disposal systems, involving the flow of clothing from one household to another, is of great interest because of the positive social and environmental consequences. Based on 35 in-depth interviews with adult men and women in Ecuador, a Latin American country, the authors sought to expand knowledge regarding one of these systems: clothing disposal by gifting to family, friends, and acquaintances. The respondents’ narratives indicated that the clothing disposal system by gifting is noncentric; based on social exchange, it strengthens the links between givers and recipients while allowing for clothes to circulate for a longer time. The data also indicated an intersection between age and gender, offering insight into how the process of clothing disposal by gifting develops within households. In some disposal events reported by participants, the clothing disposal system by gifting demonstrated autonomy, but in other events, it interacted with the clothing marketing system.
A retail store space in luxury fashion functions as a critical marketing point communicating the brand’s intended image. This study explores the symbolic effect of aesthetic factors of retail atmosphere in luxury, focusing on the impact of perceived luxury of interior colors in retail atmosphere on perceived store luxury, consumer emotion, and preference. A total of 218 U.S. consumers participated in an online survey, employing a hypothetical store image reflecting a high- or low-luxury retail atmosphere (manipulated through the interior colors). The results statistically support that (a) participants exposed to the high-luxury retail atmosphere condition (of high-luxury colors) report a higher level of perceived store luxury than do the participants exposed to the low-luxury retail atmosphere condition (of low-luxury colors), (b) perceived store luxury increases felt pleasure and arousal but not felt dominance, and (c) felt pleasure and arousal improve store preference.
The purpose of this study was twofold: (a) to investigate a neural mechanism of apparel product attractiveness and (b) to compare consumers’ brain responses to apparel product attractiveness with their self-reported responses. Based on Davidson’s frontal asymmetry theory, the researchers explored whether hemispheric asymmetry actually exists when consumers view apparel products with different levels of attractiveness. A total of 34 right-handed college students participated in the electroencephalography experiment. Measurements were obtained by recording the electrical activity of the left and right frontal areas of the brain while subjects were viewing apparel products. Supporting Davidson’s theory, the researchers found that a statistically significant difference of frontal asymmetry exists between attractive and unattractive apparel products. The findings of this study suggest that the frontal asymmetry score can be an alternative way to measure consumers’ unconscious responses to apparel product attractiveness.
The authors of this study explored (a) body-to-pattern measurement and shape relationships in trouser patterns drafted by two methods; (b) the consistency of these body-to-pattern relationships between methods and between differently shaped bodies within methods; (c) the patternmaking procedures that cause these outcomes; and (d) how these findings impact garment fit, particularly for mass customization. Body-to-pattern measurement and shape relationships were inconsistent between and within methods, making them unsuitable for use in computer-aided custom patternmaking. Most strikingly, pattern crotch shapes were similar within each method, despite the fact that form crotch shapes were different. Patternmaking procedures causing these inconsistencies include (a) use of proportion of noncorresponding body measurements; (b) use of standard, rather than body, measurements; (c) variations in ease as proportions or standard amounts; (d) trueing, blending, and connecting steps; (e) variation between methods of measurements used, in use of proportions or standard measurements, and in steps; and (h) disregard of body shape.
Regency dress is worn today by members of historic groups such as the Jane Austen Society. The historic style of dress plays a major role in the activities of Regency groups. Therefore, the purpose of this research was to examine the design decisions related to the personal needs and the desire for authenticity of reenactors creating Regency gowns as a historic style of dress. Data were collected using a netnographic approach. Blogs discussing the creation of 19 Regency gowns made by reenactors were analyzed to determine how the designers balanced their personal needs with their desire for authenticity. The gowns discussed in these blogs were made to be both wearable and authentic; thus, three major categories emerged from the data: personal needs, authenticity, and limitations encountered when creating Regency gowns. Finally a model, Historic Styles of Dress Design Considerations Model, was developed.
Despite the prevalence of celebrity endorsers for brands that feature sustainable products, there are few empirical studies on what factors should be considered in utilizing endorsers in marketing sustainable products. In this study, we explored the relationships between celebrity endorsers’ characteristics and consumers’ perceptions, attitudes, and purchase intentions toward a brand that markets sustainable products. The data were collected via an online survey with a total of 1,220 responses, and structural equation modeling was used to test the hypotheses. In the results, endorser trustworthiness and endorser-brand congruity positively predicted brand credibility while endorser ethicality and endorser-brand congruity positively predicted brand ethicality. Brand ethicality positively predicted brand credibility. Brand credibility positively predicted brand attitude as well as brand purchase intention. Although brand ethicality positively predicted brand attitude, it did not predict brand purchase intention. Lastly, brand attitude positively predicted brand purchase intention. Theoretical and practical implications were discussed.
Eco-Friendly Faux Leather (EFFL) has recently been developed to minimize harmful environmental impacts; this product also has a low carbon footprint. However, consumers are lagging behind in eco-friendly product adoption due to their value, belief, and attitude gaps. To provide the best available social-psychological account of consumers’ adoption of EFFL products, the consumer attitude model was tested as an extension of the Value-Belief-Norm (VBN) framework. Online survey panel data were collected on 602 respondents from U.S. and U.K. Structural Equation Modeling and Multiple Group Analysis were employed to test the hypothesized attitude model. The findings support the conclusion that there is significant causality among environmental value, pro-environmental belief, and the norm of individual responsibility, but no difference regarding the VBN concurrence was found between the two countries. Practical implications and theoretical suggestions for understanding consumer attitude towards a new eco-friendly product are proposed.
To develop an understanding of consumers’ evaluations of their Rent the Runway (RTR) experiences, their online reviews were systematically sampled and saved as screen shots. Content analysis was conducted in two stages: (a) analysis of 201 reviews to develop the coding scheme and (b) data collection and analysis from an additional 600 reviews. Insights into RTR’s strategies for overcoming the challenges associated with online apparel sales were yielded. These may provide direction for other apparel companies. When planning their product offerings, online apparel rental companies should consider the most important apparel evaluative criteria found for RTR reviewers: (a) fit, (b) garment style and design elements, (c) social feedback, and (d) appropriateness. Companies may (a) adopt RTR’s unique e-service, shipping two sizes of the same dress; and (b) encourage reviewers to include more self-descriptive and dress-descriptive information in their reviews, both of which seemed to alleviate online shopping fit concerns.
The purpose of this study was to identify important design factors for protective gardening gloves and consider possible design features for these gloves. A mixed methods procedure was used involving market research, an online survey, and a focus group. Ten design factors of protective gardening gloves were identified: skin cut and puncture protection, dirt and insect protection, UV ray protection, water resistance/waterproofness, dexterity, comfort of movement, breathability, ease of donning and doffing, durability, and ease of care. Potential consumers’ preferred design features for each design factor were investigated through the online survey and focus group. Designers can apply the identified preferred design features in this study as guidelines to satisfy each design factor so that designs can be more easily accepted by consumers. The results of this research can be beneficial for designers in the development process of protective gardening gloves and ultimately benefit gardeners.
Persimmon dye is a natural dye potentially used to promote sustainable textile industry. In this article, cotton and wool fabrics were dyed with persimmon dye. The performance of the dye was characterized using color strength and appearance analysis (ColorQuest), American Association of Textile Chemists and Colorists colorfastness tests, and Fourier transform infrared spectroscopy (FTIR). The results showed color strength of dyed cotton and wool fabrics was enhanced with increasing dye concentration and dyeing times. The comparison between cotton and wool suggested persimmon dye exhibits better dyeing performance (higher color strength and higher colorfastness ratings) on wool fabrics than on cotton fabrics. The FTIR analysis indicated no significant chemical reactions or changes in persimmon dye occurred to dyed fabrics, suggesting negligible impact on chemical and physical properties of the dyed fabrics. The reported results are valuable in exploring the opportunity of using persimmon dye as a useful natural dye for a sustainable textile dyeing industry, especially in the case of dyeing natural fibers.
This research extends the technology acceptance model with apparel design attributes and examines factors influencing consumers’ attitudes and purchase intentions of smart clothing, specifically, solar-powered clothing. A random sample of college students and faculty (N = 720) participated in this study. Results from structural equation modeling reveal that perceived usefulness is the strongest predictor of attitude and purchase intention. Perceived compatibility is the strongest predictor of perceived usefulness, and along with perceived comfort, it determines perceptions of usefulness, ease of use, and performance risk. Perceived performance risk, aesthetic attributes, and environmental concern are significant predictors of attitude. This research validates the technology acceptance model in explaining new technology adoption in clothing and confirms the importance of multiple dimensions of smart clothing. Retailers can emphasize the shift from a technical concern to a user-centered one by highlighting utilitarian aspects of clothing and providing compatible and aesthetically appealing design features that interconnects functionality, expressiveness, and aesthetics (FEA) consumer needs.
The authors investigated the effect of the nine most accepted factors of online shopping orientation on online purchase intention through perceived behavioral control and attitude toward purchase of clothing. They suggest that in-home shopping tendency, convenience consciousness, and impulse purchase are the most significant constructs in building consumers’ online shopping orientation. Impulse and convenience for online shoppers appear to be more important than recreational shopping. Online shopping orientation seems to have a positive influence on perceived behavioral control and attitude toward purchase. Implications of the results are discussed to provide guidance for managers and future researchers.
The purpose of this study was twofold: to define the fashion marketing forum - a collection of publication outlets where fashion marketing scholars can effectively exchange ideas, learn from each other’s work, and maximize contribution to the field - and to analyze the contributions of individuals and institutions to the fashion marketing forum. For the first purpose, a select group of fashion marketing scholars was contacted in order to identify a list of 14 journals, which could define the fashion marketing forum. For the second purpose, the defined forum was reviewed from 2004 to 2014, utilizing established methodology. Specifically, a total of 992 fashion marketing articles were identified, reviewed, and coded for authorship and institutional affiliation, and then analyzed based on four different measures designed to control the various factors. The results of this study provide a current snapshot of publishing activity in the field of fashion marketing.
With global recession and growing international competition among brands, cross-border acquisitions (CBAs) are increasing in the luxury industry. Since country-of-origin (COO) plays a large role in a luxury brand’s image, a CBA that changes the nationality of the company owning the luxury brand and modifies consumer COO knowledge can influence consumer brand perception. This study explores the influence of a luxury brand’s CBA on perceived brand value and the moderation effect of brand loyalty. In the case of a CBA by a company associated with a superior country image, only perceptions of low-loyalty consumers are affected positively by the CBA information. In the case of a CBA by a company associated with an inferior country image, only perceptions of high-loyalty consumers are affected negatively by the CBA information. The result of this study provides a deep understanding of how consumer brand perception is influenced by the changes of brand-country association.
The purpose of this study was to examine factors that can explain apparel export in economically developed countries. Theoretical framework is based on the gravity model and economic geography theory. Three factors were investigated in relation to apparel export in developed countries: (a) supply of apparel export, (b) potential apparel demand and (c) existence of fashion capital. Secondary data were collected for thirty-one country-members of Organization for Economic Cooperation and Development. Multiple regression analysis showed that apparel domestic supply and potential apparel demand are strong determinants of apparel export in developed countries. The final model explained the 74% of variance in apparel exports from developed countries. Understanding determinants that drive apparel export could facilitate development of new strategies for fostering competitiveness of domestic apparel industries. The results might be beneficial to multinational companies assessing possible apparel production sites for high-value added products.
Over the past several decades, there has been a considerable shift in the form of masquerade costumes worn during Trinidad Carnival. With the growing popularity of Carnival, there are increasing concerns about whether the modern style of costume will lead to the disappearance of Carnival s traditional meanings. This study employs an ethnographic methodology to understand dress at Carnival in the context of a 21st century global society. Data collection took place in Trinidad during the Carnival season and employed the methods of participant observation, depth interviews, and photographic documentation. Data were analyzed for emergent themes, and an interpretation of the significance of changes in masquerade costume for understanding Carnival was developed. Further research on the role of the dressed body at Trinidad Carnival is needed to fully examine the power of dress to define Carnival and shed more light on its importance.
This was an exploratory study on measuring body surface measurement change in motion using a motion capture system. The purpose was to test the reliability of a motion capture system as a new body measurement method, and to investigate body surface measurement changes in motion. Using an optical motion capture system, this study focused on the measurement changes on the back of the body while the subject performed an arm rotation test. The results of this study suggested that the motion capture system can be used as a body measurement method, especially for measuring the body in continuous movement. The results of the body surface measurement change in the arm rotation motion test showed that upper body measurements increased or decreased corresponding to the shoulder joint and scapula movement. The shoulder width (-38.45%), back width (16.08%), and back arc at the armpit (27.69%) exhibited the most change.
Previous studies focused on revealing the negative effects of media exposure to thin-ideals on body image, such as body dissatisfaction, but overlooked investigating a possible influence of deflated body image after thin-idealized media exposure on advertising effectiveness. Therefore, this study investigated how the exposure of thin- versus non-idealized model images in fashion ads influence body dissatisfaction and advertising effectiveness. A conceptual model was developed, based on social comparison theory. A total of 380 female college students responded to a web-based survey. Results indicate participants exposed to thin-idealized model images showed greater body dissatisfaction and lower advertising effectiveness than those participants exposed to non-idealized model images. However, inflated body dissatisfaction after exposure to thin-idealized model images did not significantly or negatively influence advertising effectiveness. For more positive body image development and managerial implications of fashion advertising strategies, the potential use of non-idealized model images is suggested.
The purpose of this study was to investigate patterns and reasons for textile-making in women from non-Western culture, Korea, as well as to examine how these patterns and reasons reflected generational differences. Singelis's (1994) self-construal model was used to study values; Collier's (2011) survey was used to investigate patterns and reasons for making textile handcrafts. A total of 365 Korean participants completed the survey: 28% of the participants were young adults (18 -25 years old), 42% were middle adults (26 -45 years old), and 30% were older adults (46 -97 years old). The results confirmed significant differences in the self-construals for different generations of Korean women. Older adults had the highest interdependence scores, followed by the middle adults; the young adults had the lowest scores. Significantly different patterns and reasons among the three Korean groups were also consistent with these results. By demonstrating significantly different patterns and reasons for textile-making between three generations in Korean culture, this study offers a unique contribution to the understanding of the resurgence of textile-making today.