Denim jeans: A qualitative study of product cues, body type and appropriateness of use

The physical appearance of clothing has been shown to influence consumers’ evaluations and purchasing decisions. However, favorable product attributes may not always translate into a purchase. In order to gain a deeper understanding of what constitutes a consumer’s mind, denim jeans were used as the research vehicle and a qualitative research method was employed to illuminate underlying consumer motives. In total, forty-two female subjects aged from eighteen to twenty-seven years participated in this study. The results of this study reveal that the preferred jeans choices were closely related to the fit of the garment, body image, and appropriateness of use. Some informants preferred darker colors and specific jeans styles because these elements could enhance, accentuate, or conceal specific areas of their body. It is evident that the value of a pair of jeans is not derived from its function alone, but also from the meanings ascribed to them.</p

Colour, clothing, and the concept of ‘green’: Colour trend analysis and professionals’ perspectives

Increasingly, many fashion companies and organizations have introduced slogans such as ‘green is the new black’ and ‘get hip, get green’ to raise ‘green’ awareness as well as to build corporate image. This study was designed to explore industry opinion on what colour(s) is/are more likely associated with the notion of ‘green.’ In order to gain a deeper understanding of the relationship between colour and environmental issues, a self-administered questionnaire survey was used to collect data from various professionals. According to the present study, it is evident that certain colours are viewed to be more eco-friendly than others. The findings of this study provide insight and implications for fashion practitioners, educators and consumers on the concept of eco-friendly in general and colour attribute in particular.</p

Men’s Physical Stature: Tackling Heightism and Challenges in Fashion Consumption

In light of the limitations of previous research on fashion consumption by short men, the present study was undertaken to examine the relationship between male body image, height perceptions, clothing choice, garment fit, and heightism. In this study, 3D body scanning technology and in-depth interviews were employed to investigate the relational effects between men’s height, body image, and clothing consumption. In total, twelve men exhibiting a height of 5’ 8” 0 or less participated. The findings indicate that “heightism” is prevalent in today’s society. As well, the results reveal that overall appearance and physical stature become less important as people grow older. It is evident that short male consumers encounter challenges when they shop for fashionable and well-fitting clothing. They are underserved by the fashion industry and often impacted by judgmental biases. The study supports that garment alteration and buying clothes from the children’s section, or a bespoke tailor are not ideal solutions for short men. Furthermore, many of them just accept the fact that they are short and try to find ways to alleviate their frustration when consuming fashion.</p

Consumer behaviour of Chinese pre-teen and teenage youth

   The purpose of this study is to investigate how age, gender, information sources and parent-child communication may influence Chinese pre-teen (9–12 years old) and teenage (13–18 years old) shopping behaviour. A quantitative research method and a self-administered questionnaire was employed to measure the significance of clothing evaluative cues, parent-child communication and shopping behaviour of pre-teens and teens in the People’s Republic of China. In total, 273 usable data were collected for this study. It is evident that peer influence was considered by respondents as an important information source, followed by store displays. Parent–child communication also played an important role on clothing consumption. In order to meet the needs and aspirations of these young consumers, fashion designers should pay attention to material selection and usage. In addition, fashion retailers should focus on the visual and experiential aspects of the store environment in order to build a stronger connection and resonance with these young consumer groups.</p

Exploring the meanings of hijab through online comments in Canada

Controversies surrounding ethnic dress such as hijab have increased public awareness about cultural diversity. The number of comments posted on online media make it evident that many people are concerned about ethnic attire, cultural differences and social cohesion. Although researchers have examined the meanings of veiling, the relationships between hijab and public opinion have seldom been investigated. The overarching objective of this study was to understand the relationships between Islamic attire and online readers’ opinion. In light of the limitations in the previous studies on this topic, this study attempts to fill the gap by studying posters’ opinions toward hijab through publicly available online information in the form of posted comments.</p

Evaluative criteria for sleepwear: A study of privately consumed product in the People’s Republic of China

The purpose of this study is to explore and investigate Chinese male consumers’ perceptions and behaviours towards low involvement and privately consumed product – pyjamas. According to our literature review, little research has been devoted to this particular topic. In this study, multiple product cues were used to measure and uncover what constitute consumers’ evaluation and purchase decisions. The questionnaire survey for this study was conducted in a second-tier city by using the convenience sampling method. In total, 256 useable questionnaires were collected and analysed. This study shows evidence that a majority of the Chinese male respondents did not wear pyjamas for sleeping. The intrinsic cues of sleepwear were ranked relatively higher than extrinsic cues, and the comfort cue was the most important criterion for product evaluation. Further research on this topic focusing on different products, samples and cities are recommended. The findings of this study provide insight and implications for fashion practitioners to develop their product and business in China.</p

A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China

This study aims to explore and understand consumers’ perceptions and behaviour towards pyjamas in the People’s Republic of China (China). This study is one of the few consumer research studies on a low-involvement and privately consumed apparel product – pyjamas. The findings of this study provide insight and implications for fashion practitioners to develop their product and business in China. A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven product attributes were identified and used to measure and evaluate what constitutes consumers’ purchasing decision for pyjamas. A total of 203 usable surveys were compiled, analyzed and collated. This study shows evidence that consumers are more conscious of the functional values of a low-involvement product than the symbolic values. The results of this survey indicate that comfort, fabric and quality are significant attributes, whereas country-of-origin and brand are relatively insignificant determinants for purchasing a pair of pyjamas. Limitations of this study include the use of a convenience sample of female college students and confinement to a specific product – pyjamas. The results of this study are useful for fashion designers and marketers to understand Chinese consumers’ perceptions of pyjamas.</p

Using data mining to analyze fashion consumers’ preferences from a cross-national perspective

The purpose of this study is twofold: (1) to cluster the respondents into three consumer groups – fashion innovator, fashion follower and laggard and (2) to extract association rules from the data set in order to understand consumers’ preferences. A data-mining method was employed to analyse considerable amount of data collected from four cities as well as to understand the complexity of the diffusion process of multiple apparel products. According to the results of the present study, style was not an important factor for the fashion leaders to purchase socks in Toronto, Hangzhou and Johor Bahru. In terms of t-shirts and evening dresses/suits, 53% and 51% of fashion laggards in China had shown their strong preferences for fit and comfort, respectively. Additionally, 60% of the fashion leaders in Canada had shown a strong preference for fit and style of t-shirts. Although this study is exploratory in nature, we believe that data mining has great potential for investigating fashion diffusion of innovativeness, and more replication of this type of research will be worthwhile and meaningful.</p

Factors influencing consumer choice: a study of apparel and sustainable cues from Canadian and Indian consumers’ perspectives

The purpose of this study is to investigate the salient effects of product evaluative cues from a cross-national perspective. A web-based survey consisted of eight measuring items of environmental commitment and behaviour, 20 items of product cues, and demographic and behavioural questions were employed. A total of 321 and 309 usable surveys were collected from Canada and India, respectively. The results revealed that Canadian and Indian consumers were more concerned about psychic/aesthetic and physical/functional cues than extrinsic and sustainable cues. In particular, fit and comfort were perceived as the two most important evaluative criteria by both samples. Indian consumers relied more heavily on ‘no child labour’ and ‘no animal skin usage’ cues to evaluate apparel products than their Canadian counterparts. The findings underpin several implications, including aesthetic longevity, versatility, durability, and affordability of clothing, as well as transparency on sustainable production and practices.</p

Cosplay: Imaginative self and performing identity

This study examines the emerging cosplay subculture in Hong Kong. A quasi-ethnographic approach including participation, observation, photography, and in-depth interviews was employed to understand the underlying motives and experiences of those engaged in cosplay activities. Authenticity, affective attachment, the extended self, and the negotiation of boundaries are also discussed in this article. From this study, it is evident that cosplay can give participants pleasurable experiences, meaningful memories, self-gratification, and personal fulfillment. Through this participatory activity, cosplayers can momentarily escape from reality and enter into their imaginative world. It is a form of role/identity-transformation from an “ordinary person” to a “super hero,” from a “game player” to a “performer,” and from “adulthood” to “childhood.”</p