Understanding Consumers' Perceptions of Fashion

Jingyun Zhang, Bowling Green State University
Ayse Banu Elmadag, University of Alabama
Despite the prevalence of fashion in the consumer market, previous research on fashion has primarily focused on the characteristics, motivations and behaviors of fashion innovators/leaders and little is known about the meanings of fashion to the broader range of consumers and their perceptions of fashion. The aim of this research is to provide a conceptual foundation for understanding consumers’ perceptions of fashion and thier various orientations toward fashion consumption. Furthermore, through a series of five studies, we develop and validate a scale that measures consumers' different orientations toward fashion. This research offers important theoretical and practical implications.
[ to cite ]:
Jingyun Zhang and Ayse Banu Elmadag (2007) ,"Understanding Consumers' Perceptions of Fashion", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 452-455.