GOOD FASHION TASTE: HOW DO TASTE APPEALS INFLUENCE THE PREFERENCE FOR LUXURY FASHION BRANDS?

Karin Teichmann,Nicola E. Stokburger-Sauer 글로벌지식마케팅경영학회(GFMC) 2015 Global Fashion Management Conference Vol.2015 No.06

Marketing research on experiential consumption (Hirschman & Holbrook, 1982) and aesthetic consumption (e.g., Luchs, Brower, & Chitturi, 2012; Venkatesh, Joy, Sherry, & Deschenes, 2010) has strongly focused on what consumers like (i.e., their actual preferences) based on sensory stimulation and product characteristics (e.g., Bloch, 1995). Only little research has centered on what consumers should like. To date, no final answer has been given to the question if consumers’ product evaluation is influenced by knowing what should be preferred (i.e., appeals of “good fashion taste” as prescribed by fashion experts; Holbrook, 2005) versus what is actually preferred (i.e., appeals of “popular fashion taste” as demonstrated by the mass market; Holbrook, 2005). This research therefore seeks to, first, advance our knowledge of fashion taste appeals by considering the difference between what fashion experts understand as good fashion taste and what consumers actually prefer (i.e., popular fashion taste). Second, this research looks into how fashion taste appeals influence consumers’ evaluation of luxury fashion brands by examining their willingness to pay (as a more cognitive product evaluation) and their preference for a luxury fashion brand (as a more affective product evaluation). Third, this research assists in answering the question if fashion experts differ from consumers in their evaluations of a luxury fashion brand based on taste appeals. A 2 (fashion taste appeal; good vs. popular) x 2 (fashion expertise; expert vs. consumer) between-subjects design is applied to test the hypotheses using a scenario-based technique in the context of luxury fashion products. Data was collected from 122 respondents (60 fashion experts, 62 consumers, 73.8% females). The results show that good fashion taste appeals result in higher levels of willingness to pay than popular fashion taste appeals. This effect is moderated by fashion expertise. Fashion experts show a higher willingness to pay for good fashion taste appeals than “ordinary” consumers. Concerning affective product evaluation, the results reveal that “ordinary” consumers show higher levels of “liking” the product than fashion experts. Fashion expertise moderates the influence of fashion taste appeals on product liking. Popular fashion taste appeals result in higher levels of luxury fashion brand preference for consumers than for fashion experts. Marketers are well advised to take the results of what the mass market prefers (i.e., popular fashion taste) into consideration; and, additionally communicate a luxury fashion brand’s popularity with other consumers in marketing campaigns to increase the brand’s success.

A STUDY ON THE WEARING CONDITION OF SKINNY JEANS OF WOMEN IN THEIR TWENTIES

Selin Choi,Wol-hee Do 글로벌지식마케팅경영학회(GFMC) 2015 Global Fashion Management Conference Vol.2015 No.06

Buying tight-fit pants by 20’s women who want to be looked like slim and having long legs has increased department store jeans sales and represents a ‘fashion horror fever’(“Skinny jeans”, 2006). Steady interest in skinny jeans for 20’s women transformed it from a fashionable item to an essential item. In particular, the selection as a best seller item and consistent skinny jean sales have established a ‘Ultra supper skinny fit’ fashion that emphasize a slim line (“Ultra super skinny jeans”, 2010). This study investigates the wearing condition and dissatisfaction of women in their twenties who mainly wear skinny jeans. The survey was completed by question investigation from June to July 2014 on 20’s aged women living in Gwangju. A total of 298 copies of questionnaire were used for the analysis. The questionnaire is made up of 28 questions: 4 general questions, 3 wearing conditions of jean pants, 10 wearing conditions of skinny jeans, and 11 fitness of skinny jeans. The analysis method used descriptive statistics like frequency, percentage, and mean value using SPSS Statistics 20.0. The majority of all respondents were 20’s women were mostly unmarried students. A total of 90% knew their general pant size and 79.9% selected skinny jeans for mainly wearing pant. The results of image perception survey for jean pants, they selected skinny jeans for most images such as ‘Slim look’, ‘Long leg look’, ‘Body reshaping’, and ‘Timeless’ except ‘Comfortable to act’. Women in their 20’s have a positive image of skinny jeans that corresponds with the above results in regards to the wearing of skinny jeans. Only 15.4% perceived the skinny jeans size; however, 90% perceived their general pants size and 73.5% selected ‘After wearing’ as they select pants size. The survey about fitness of wearing skinny jeans indicated dissatisfaction with, ‘There are distinctions according to tight-fit pants brands’, and they appealed the fitness dissatisfaction in several parts such as ‘waist’, ‘abdominal’, and ‘crotch’. They had also dissatisfaction in other parts: ‘pant length’ ‘wrinkles under the crotch’ and ‘crotch length’. Skinny jeans are essential items most frequent worn among various types of pants, and their awareness is very positive in 20’s women. However, most respondent have little perception about skinny jean pants size, especially with a dissatisfaction about waist, abdominal abdominal, crotch fitness and size difference per pant brands. Based on the results, skinny jeans sizing systems and pattern development will be done.

THE EFFECT OF CONTEXTUALIZED BACKGROUND PICTURE IN THE CONTEXT OF AN ONLINE PURCHASE OF CLOTHING

Alice Audrezet,Gwarlann Caffier de Kerviler 글로벌지식마케팅경영학회(GFMC) 2015 Global Fashion Management Conference Vol.2015 No.06

We experimentally tested the effect of presenting a garment on a contextualized versus decontextualized setting on an online clothing store. A contextualized setting improves perceived plausibility and processing fluency. It increases the perceived similarity with the actual clothing and enhances perception that it should fit well on one’s body.

HOW DO PEOPLE LOOK AT ONLINE FASHION? AN EXPLORATORY STUDY OF ATTENTION TO DESIGN ELEMENTS IN FASHION WEBSITES

Marta Blázquez,Carlos Velasco,Alejandro Salgado-Montejo,Charles Spence 글로벌지식마케팅경영학회(GFMC) 2015 Global Fashion Management Conference Vol.2015 No.06

THE EFFECTS OF ENVIRONMENTAL MARKETING ACTIVITIES ON CUSTOMER EQUITY: FOCUSING ON FAST FASHION BRANDS' VALUE

Hyun Min Kong,Heeju Chae 글로벌지식마케팅경영학회(GFMC) 2015 Global Fashion Management Conference Vol.2015 No.06

Fashion business is a fast-producing market that aims to meet current market trends and consumer’s needs. However, this phenomenon has been related to environmental protection and economic development, which leads to the necessity of sustainability. Despite numerous sustainability strategies applied to the fashion introduction and sustainability conception of domestic consumers (Lee & Hwang, 2009), the recognition of sustainability is still ambiguous in most circumstances. Fast fashion brands have been growing rapidly among young consumers. The dynamic growth of fast fashion brands brings about negative environmental issues, such as pollution footprint, clothing waste, and hazard chemical usage. Fast fashion is recognized as unsustainable; therefore, firms strive to attain sustainability. This study proposes to examine the effects of hedonic and utilitarian values of brands’ sustainable marketing activities on customer equity. The objectives of the research are as follows: 1) to define which fast fashion brands have hedonic and utilitarian value; 2) to define what environmental marketing (EM) activities are currently involve in fast fashion brands, 3) to examine the EM and customer equity drivers; and 4) to calculate the customer lifetime value (CLV) of a firms' EM, 5) to investigate the relationship between EM, customer equity drivers, and CLV for the fast fashion brands’ value. The results of this empirical study suggest that the fast fashion brands’ sustainable marketing activities influence customer equity drives. Specifically, different customer equity perceptions of the tested brands are demonstrated. Uniqlo, a utilitarian shopping value brand, is supported by value equity and customer equity. H&M, a hedonic shopping value brand, does not show a relationship between customer equity drives and customer equity. Young Korean consumers consider low cost that provides good value. In order to increase customer equity of fast fashion brands, the firms need to consider the value for money to target young consumers.