An exploratory study on the reasons for purchasing imported high fashion apparels : The case of Greece

Purpose – The purpose of this study is to examine the reasons that Greek consumers purchase imported high fashion apparel over Greek designers high fashion apparel. The objective of the research is to detect the underlying factors that affect their purchasing behaviour. Design/methodology approach – Qualitative research was conducted through discussions with consumer focus groups, all purchasers of imported high fashion apparel. Quantitative research was undertaken by means of a questionnaire with 28 items referring to the reasons for purchasing imported high fashion apparel. The sample consisted of 200 high fashion consumers from the city of Larissa, Greece. Data analysis includes descriptive statistics, reliability, as well as factor analysis by principal component analysis with Varimax rotation. Findings – Results indicate that the consumers perceive that the imported high fashion apparel have better aesthetics, a better line and are produced from quality textiles, compared to the domestic high fashion apparel. Four factors derived underpinned the purchasing reasons of imported high fashion apparel: “status and image”, “quality of the product”, “marketing reasons” and “in fashion”. Research limitations/implications – This research was exploratory in nature and employed a non‐probability sampling method. Future research should be carried out to confirm the findings of the current study. Practical implications – This study provides a useful source of information, which can be used by Greek high fashion apparel designers regarding the reasons why Greek customers of high fashion apparel purchase imported over domestic ones. This paper suggests which elements Greek designers of high fashion apparel should focus upon in order to gain a larger market share. Originality/value – This study is important in terms that it is the first one to explore the reasons for purchasing imported high fashion apparel over domestic ones in Greece. It highlights 28 reasons (items) derived from qualitative research. In addition it suggests appropriate quality and marketing actions to be undertaken by Greek high fashion apparel designers.