Fashion merchandising internships for the millennial generation

Stanforth, Nancy

doi:10.1080/17543260903348991

Cited by 12 publications

(6 citation statements)

References 18 publications

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“…According to Stanforth (2009), Wattanasuwan (2005), apparel goes beyond the possession of physical products to enclose symbolic meaning in self-expression, self-esteem, social status, personality and identity. This is supported by Cham et al (2018), Ahuvia and Wong (2002) who suggested fashion as a form of socio-cultural and lifestyle representations among younger consumers, while prevailed as a primary concern on their interest and purchase intention.…”

Section: Fashion Advertisementmentioning

confidence: 99%

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cham

Cheng

2020

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Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software. Findings Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention. Originality/value This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

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Section: Fashion Advertisementmentioning

confidence: 99%

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cham

Cheng

2020

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“…Clothing is considered as one of the most common products used by individuals in addressing their psychodynamic and psychographic needs such as appearance, social status, and self-esteem (Stanforth 2009). The perceived ability of clothing in fulfilling these needs would arouse an individual's interest in clothing products.…”

Section: Interest and Purchase Intentionmentioning

confidence: 99%

“…The perceived ability of clothing in fulfilling these needs would arouse an individual's interest in clothing products. The individual would have the intention to buy clothing by devoting a large amount of effort and time to search for the right clothing products in order to fulfill the fore-mentioned types of needs (Kaiser 1997;Stanforth 2009). A number of studies did find a positive relationship between clothing interest and purchase intention (Kumar et al 2009;Son, Jin, and George 2013;Vikkraman and Sumathi,2012).…”

Section: Interest and Purchase Intentionmentioning

confidence: 99%

Factors influencing clothing interest and purchase intention: a study of Generation Y consumers in Malaysia

Cham

Lim

et al. 2017

The International Review of Retail, Distribution and Consumer R

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The purpose of this study is to examine the factors influencing clothing interest among Generation Y consumers in Malaysia. Brand image, word of mouth, self-concept, perceived quality, and need for uniqueness were hypothesized to be related with clothing interest, which in turn, was deemed to be related with purchase intention. The interaction effect of price consciousness on the relationship between clothing interest and purchase intention was also examined in this study. Self-administered questionnaires were used to collect data from a total of 300 respondents from Malaysia to test the hypothesized relationships. Results showed that need for uniqueness, self-concept, brand image, word of mouth, and perceived quality are significant predictors of clothing interest among the Generation Y consumers in Malaysia and price consciousness moderated the relationship between their clothing interests and purchase intention. The practical implications of the research findings were discussed.

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“…In fulfilling these needs, humans are influenced by their environment.Through the technological advancement nowadays, the concept of environment is become wider.The currentenvironment also covers the cyberspace, for example the interaction using social media. As the social media users interact with each other, they tend to perceive themselves as similar in attitudes and behaviors, which in turn, enhances their sense of belonging to the brand's community [6].Consumer perceptions on buying fashion apparel are based on five factors: perceptional leadership and perceived role models in society, matching attire status to employment and workplace ambience, socialization with peers and people they like, selfesteem and fun, and respectful treatment in society [7]. Related to these influencing factors, researcher collect and analyze data which has correlation with the fashion product that using woven traditional textile.…”

Section: Resultsmentioning

confidence: 99%

Analysis of Fashion Product using Traditional Woven Textile and The Correlation with The Trend in Indonesia

Ningsih¹,

Widjaja²

2020

Proceedings of the Proceedings of the 1st Conference of Visual Art, Design, and Social Humanities by Faculty of Art and Design,

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Currently, the traditional woven textile product in Indonesia is not only used as traditional attire which showed the symbols of caste, but has become a wider commodity. One of the usages of traditional woven textiles is in fashion products. Fashion products that represent Indonesian locality are not limited to batik, traditional woventextile also widely used in various products in manylocal fashion labels. In this study, researchers describe the relationship between woven materials that being used in fashion products with fashion trend in Indonesia. Refers to Hierarchy of Needs theory mentioned by Abraham Maslow, the way of dressed is not only as a fulfillment of basic needs, but also as a self-actualization. Then, researchers classified the usage of traditional woven textile into fashion products in different level of fulfillment the appearance needs by analyzing data which is conducted by observing the market through distributing questionnaires, observing the products that have been sold by some labels and the trend that have been developed in Indonesia by the Indonesia Trend Forecaster.

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Fashion merchandising internships for the millennial generation

Cited by 12 publications

References 18 publications

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Factors influencing clothing interest and purchase intention: a study of Generation Y consumers in Malaysia

Analysis of Fashion Product using Traditional Woven Textile and The Correlation with The Trend in Indonesia

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