As fashion innovators are the chief buyers of fashion at the introductory stage, they have significant influence on the product at the later stages. Building on this, this study attempts to achieve four main objectives. First, it provides a demographic profile of fashion innovators. Second, it...

Purpose – The purpose of this paper is to analyse the relation between hedonic/utilitarian shopping behaviour and a number of key variables, such as store loyalty, perceived value, purchase frequency, money spent, price consciousness, age and gender. The paper aims to provide useful managerial...

Purpose – To model the relationships between consumer need for uniqueness and attention to social comparison information with fashion opinion leadership and fashion opinion seeking. Design/methodology/approach – A total of 201 US undergraduate students were surveyed and standard scales were...

Purpose – This study aims to present a general overview of the characteristics of virtual communities hosted by apparel retailers. Design/methodology/approach – Content analysis was conducted on 2,521 web sites hosted by apparel retailers. Web sites of apparel retailers were identified from...

Purpose – The aim of this study is to determine, using the Theory of Reasoned Action (TRA), affluent female consumers' purchase intention of a controversial luxury product, apparel made with American alligator leather. Design/methodology/approach – Influence variables evaluated in the model...

Purpose – The purpose of this study is to examine and interpret post‐socialist consumer experiences in relation to clothing consumption practices when consumers shop, acquire, and wear clothing and other fashion‐related products. Design/methodology/approach – The in‐depth interview was...

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...

Purpose – This research aims to investigate differences between cohorts and perceptions of luxury goods and services. Design/methodology/approach – A survey asked participants to rate goods to determine their perceptions of luxury. Participants also provided information concerning elasticity...