Understanding Consumers' Perceptions of Fashion

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.


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.


Jingyun Zhang, Bowling Green State University
Ayse Banu Elmadag, University of Alabama


NA - Advances in Consumer Research Volume 34 | 2007

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