Challenging market conventions

Abstract

PurposeIn the UK, while fashion apparel purchasing is available to the majority of consumers, the main supermarkets seem – rather against the odds and market conventions – to have created a new, socially‐acceptable and legitimate, apparel market offer for young children. This study aims to explore parental purchasing decisions on apparel for young children (below ten years old) focusing on supermarket diversification into apparel and consumer resistance against other traditional brands.Design/methodology/approachData collection adopted a qualitative research mode: using semi‐structured interviews in two locations (Cornwall Please correct and check againand Glasgow), each with a Tesco and ASDA located outside towns. A total of 59 parents participated in the study. Interviews took place in the stores, with parents seen buying children fashion apparel.FindingsThe findings suggest that decisions are based not only on functionality (e.g. convenience, value for money, refund policy), but also on intuitive factors (e.g. style, image, quality) as well as broader processes of consumption from parental boundary setting (e.g. curbing premature adultness). Positive consumer resistance is leading to a re‐drawing of the cultural boundaries of fashion. In some cases, concerns are expressed regarding items that seem too adult‐like or otherwise not as children's apparel should be.Practical implicationsThe paper highlights the increasing importance of browsing as a modern choice practice (e.g. planned impulse buying, sanctuary of social activity). Particular attention is given to explaining why consumers positively resist buying from traditional label providers and voluntarily choose supermarket clothing ranges without any concerns over their children wearing such garments.Originality/valueThe paper shows that supermarket shopping for children's apparel is now firmly part of UK consumption habits and choice. The findings provide theoretical insights into the significance of challenging market conventions, parental cultural boundary setting and positive resistance behaviour.

Improving the Economic Sustainability of the Fashion Industry: A Conceptual Model Proposal

“…Holmlund et al [25] showed that for mature women, fashion style is one of the significant factors they consider when purchasing clothes. De Kervenoael et al [26] provided evidence that besides functional apparel values (i.e., cost, quality, guarantee, warranty, etc. ), intuitive factors such as fashion style are highly important when buying fashion apparel.…”

Parenting fashion: an exploration of infant children's wardrobe

“…Parentsʼ decisions while purchasing children's clothing are influenced by sizing, price, quality, ease of shopping, and payment options (Haluk Köksal, 2007, p. 79). Price tops quality for families with young children due to the constant need for updating the wardrobe with the correct clothing size (De Kervenoael, Canning, Palmer, & Hallsworth, 2011;Haluk Köksal, 2007).…”

“…Dressing an infant child is a task that involves planning, division of responsibilities, and selecting appropriate clothes for different occasions. Previous research about children and fashion focused on historical depictions of childhood (Higonnet & Albinson, 1997;Paoletti, 2012); evaluation of child-parent relationships under subjects related to identity (Cohen, 2013;Doucet, 2009;De Mol & Buysse, 2008;König, 2008;Rawlins, 2006), consumerism and consumption (Afflerback, 2014;Andersen et al, 2007;De Kervenoael et al, 2011;Heath et al, 2016;Horan et al, 2007;Koksal, 2007;Martens et al, 2004;McNeill & Graham, 2014;Petersen & Riisberg, 2017;Ritch & Schroder, 2012). Research inquiry often focuses on the motherdaughter (or mother-infant child) dyad, overlooking the father's role.…”