Journal of Fashion Marketing and Management

Publisher: Emerald

Journal description

As the essential resource for fashion management research, which can be applied in the workplace, the Journal of Fashion Marketing and Management seeks to draw contributions from around the world. With an eminent editorial team of industry experts, the journal covers all activities relating to the management and marketing functions in the garment manufacturing and retail sectors (as opposed to fibre or fabric issues).

Current impact factor: 0.00

Impact Factor Rankings

Additional details

5-year impact 0.00
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Website Journal of Fashion Marketing and Management website
Other titles Journal of fashion marketing and management (Online), Fashion marketing and management
ISSN 1361-2026
OCLC 50167017
Material type Document, Periodical, Internet resource
Document type Internet Resource, Computer File, Journal / Magazine / Newspaper

Publisher details


  • Pre-print
    • Author can archive a pre-print version
  • Post-print
    • Author can archive a post-print version
  • Conditions
    • Voluntary deposit by author of author's pre-print or author's post-print allowed on author's personal website or Institutional repository
    • If mandated by a funding agency, the author's post-print may be deposited in any open access repository after a 24 months embargo period
    • Author's pre-print and Author's post-print not allowed on subject-based repository
    • Must link to publisher version with DOI
    • Publisher's version/PDF cannot be used
    • Published source must be acknowledged with set statement
    • Non-commercial
    • Publisher last contacted on 02/04/2013
  • Classification

Publications in this journal

  • [Show abstract] [Hide abstract]
    ABSTRACT: Purpose – The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating roles of luxury brand values, social influence and vanity on willingness to buy luxury brands. Design/methodology/approach – A convenience sampling method was employed. Survey questionnaires were distributed by mall intercept to quasi-random samples in downtown Perth, Western Australia for completion and return. The return yielded 779 usable questionnaires, the data from which were analysed using SPSS 22. Findings – The findings support the influence of brand prominence on purchase intention for luxury brands. It has also been found that social influence has a significant influence on physical vanity and willingness to buy luxury brands. However, some relationships with and isolations from the earlier studies have been identified. Practical implications – This study provides some meaningful insights for marketing managers regarding brands prominence that they can use in better understanding the consumers’ intention to buy luxury products. A luxury goods manufacturer may want to be cautious to not over popularize its trademark for short-term gains. There must be a delicate balance between the uses of prominent and subtle signals in luxury branding in order to maintain value as a prestigious label. Originality/value – Previous studies have mainly focused on the antecedents of willingness to buy luxury brands, whereas this paper incorporates the construct of brand prominence, adding new insights into the construct.
    Journal of Fashion Marketing and Management 09/2015; 19(4):402-415. DOI:10.1108/JFMM-03-2015-0028
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    ABSTRACT: Purpose – The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two categories of luxury fashion brands. Design/methodology/approach – A structural equation modeling method is employed in this research based on data collected from 450 individuals born between 1977 and 1994 in Iran. Watches and sunglasses are two luxury product categories chosen in this study. Findings – The findings of the study reveal that perceived quality is the better predictor of brand attitude and brand loyalty. Personality congruence (mediated by perceived brand quality), brand prestige (mediated by perceived brand quality and brand attitude) and brand tribalism (mediated by brand attitude) have an indirect positive effect on brand loyalty. Research limitations/implications – Due to the historical delay in the entrance and publicity of modern information and communication technologies in Iran compared with the western societies, the studied generation in this paper might not be completely conformed to the mentioned characteristics of Generation Y in terms of using media. Originality/value – This study combines consumer-based and community approaches of creation and management of brand to examine loyalty towards luxury fashion brands in Generation Y’s consumers as an attractive segment for luxury brands.
    Journal of Fashion Marketing and Management 09/2015; 19(4):467-484. DOI:10.1108/JFMM-02-2015-0011
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    ABSTRACT: Purpose – The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their impact on consumer attitude toward the site and brand, which is essential to build valid strategies for e-retailing. Design/methodology/approach – An empirical study was conducted and quantitative analyses of 292 respondents’ shopping experiences yielded findings that confirm the impact of atmospherics upon the shopper’s views of the web site and the brand. Structural equation modeling was used to test the research hypotheses. Findings – Both low task-relevant atmospherics (web site design, responsive customer service) and high task-relevant atmospherics (product information, convenience) affect the consumers’ revisit intentions toward the web site, while web site design directly affected brand attitude. The study also illustrates the mediating roles of product information and convenience to the relationships between web site design and responsive customer service and the consumers’ revisit intentions toward the site. Practical implications – This study provides insights for luxury e-tailing. Luxury e-tailers should understand the different effects depending upon the types of web atmospheric qualities and use them strategically. Originality/value – The main contribution of the study is to highlight the unique aspects of luxury online shopping in the Korean context. This study also contributes to e-commerce research by providing an expanded understanding of the interrelationship between types of web atmospheric qualities.
    Journal of Fashion Marketing and Management 09/2015; 19(4):384-401. DOI:10.1108/JFMM-09-2013-0103
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    ABSTRACT: Purpose – The literature contains relatively little prescriptive guidance for establishing supply chain strategies in the luxury fashion marketplace. The focus has been on fashion rather than luxury fashion and the purpose of this paper is to identify and explore the critical supply chain success factors to consider when entering the Chinese luxury fashion marketplace. Design/methodology/approach – Given the lack of research in this area an exploratory and in-depth case study was conducted with a niche UK textile manufacturer. Findings – Findings from the case study suggest there are four critical success factors to consider when developing a business strategy to enter the Chinese luxury fashion marketplace. Practical implications – The findings could guide managers that are developing a business case for entering the Chinese luxury fashion marketplace. Originality/value – This case study provides novel insights to transformations in global supply chain strategy as luxury consumption is moving towards the east, which creates new challenges and demands for European manufacturers to respond, to sustaining a competitive advantage.
    Journal of Fashion Marketing and Management 09/2015; 19(4):347-359. DOI:10.1108/JFMM-10-2014-0076
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    ABSTRACT: Purpose – The paper deals with counterfeiting, its problems and its effects, analyzing the case of Italy in particular. The purpose of this paper is to underline the scale of the phenomenon and its economic and social impact on the fashion industry and civil society, concentrating on the involvement of organized crime. Lastly, it offers some possible counter-strategies for detecting continual violations and ensuring it spreads no further. Design/methodology/approach – The author uses a multidisciplinary approach to the issue of counterfeiting in the fashion industry; beginning with an economic analysis of the phenomenon and examines its social implications, going deeper into the role of the consumer from a sociological point of view and, from a forensic one, the role of organized crime. Findings – Three things emerge from the analysis of the main features of the connection between counterfeiting, the fashion industry and the consequences for civil society: the size of the phenomenon, the low level of awareness in government and civil society about the seriousness of the problem, and the link with organized crime (and resulting social implications). Social implications – The main social implications of this work concern first the role of consumers, who may vary greatly in the degree of awareness they exercise when buying, and second the close connections between organized crime and the counterfeiting supply chain. Originality/value – Counterfeiting has become a global business. In Italy it has reached huge dimensions and has developed some peculiar aspects, particularly in the fashion industry: this paper brings out these economic, social and criminal aspects. In order to effectively tackle this problem, therefore, it is essential to work out both supply side and demand-side strategies and to strengthen co-operation across national borders, taking steps to control the whole supply chain as well as working to educate consumers.
    Journal of Fashion Marketing and Management 07/2015; 19(3):230-248. DOI:10.1108/JFMM-06-2013-0084
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    ABSTRACT: Purpose – The purpose of this paper is to explore barriers and opportunities for business models based on the ideas of collaborative consumption within the fashion industry. Design/methodology/approach – The analysis is based on a multiple-case study of Scandinavian fashion libraries – a new, clothes-sharing concept that has emerged as a fashion niche within the last decade. Findings – It is concluded that fashion libraries offers interesting perspectives, e.g. by allowing people to experiment with styles without having to pay the full cost and becoming a meeting place for young designers and end consumers. However, at present fashion libraries remain a small-scale phenomenon with difficulties reaching the mainstream market, not least due to limited financial and human resources as well as conventional fashion consumption patterns. Research limitations/implications – The study is limited to the new phenomenon of fashion libraries and does not cover other types of collaborative consumption within the fashion industry (Swap-parties, etc.). Originality/value – The paper is one of the first attempts to examine new business models of collaborative consumption in general and the fashion library concept in particular. The study contributes to the discussions of whether and how fashion sharing and collaboration holds promise as a viable business model and as a means to promote sustainability.
    Journal of Fashion Marketing and Management 07/2015; 19(3):258-273. DOI:10.1108/JFMM-05-2013-0073
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    ABSTRACT: Purpose – The purpose of this paper is to explain how tactical choices create value within a business model of a small company in the fashion outlet industry. Design/methodology/approach – The generic two-staged competitive process framework from Casadesus-Masanell is used to analyze the fashion retailer MyFashionOutlet. Findings – This paper argues that tactical choices made within a business model have a positive effect on the revenue of this company. Originality/value – As to practice, the findings provide better insights into the levers of change within a constant business model. For academics, the authors provide guidelines for applying the framework to future research and identify potential limitations of the use.
    Journal of Fashion Marketing and Management 07/2015; 19(3):274-289. DOI:10.1108/JFMM-07-2014-0056
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    ABSTRACT: Purpose – The current context of retail is extremely challenging. Retail environments are pushing consumers to appreciate hedonic aspects of consumption. Retailers are finding new ways to offer customers something unique or special in order to encourage traffic to physical stores. People like to touch, feel, smell, taste, inspect, test and try on. It is a holistic approach that involves both emotional and rational triggers (Meyer, 2006, p. 1). The paper aims to discuss these issues. Design/methodology/approach – The basic proposition is that a shopper’s behavior is influenced by the environment. The environment (store) influences a shopper’s emotions and mood, which in turn influence the shopper’s behavior (Ebster and Garaus, 2011, p. 108). Mehrabian found a significant amount of research to back Holbrook’s findings that “emotion is a key link in the shopping experience” determining that consumers’ reactions within stores are based on their emotional states, which are stimulated by store designs (Mehrabian, 1977). Findings – It is important to focus on engaging the customer both emotionally and behaviorally, which means that the communication on social media and physical retail stores should both excel in emotional appeal, and encourage various forms of interaction with the brand. Increasingly, success at retail is less about what the retailer has to sell and more about how they sell it. This is the new experiential paradigm shift in shopping. This will become even more critical in the future as success at retail will continue to shift toward how well retailers play to the emotions, psychology and feelings of the shopper (Danziger, 2006, p. 17). The need whether utilitarian or hedonic carries them to the store but emotions make them stay and shop. Originality/value – Both utilitarian and hedonic experiences – whether they are derived from consuming products or total experience, including products, people, places and the environment – contribute in differing degrees, to the overall experience of consumption.
    Journal of Fashion Marketing and Management 07/2015; 19(3):290-298. DOI:10.1108/JFMM-03-2015-0021
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    ABSTRACT: Purpose – The purpose of this paper is to explore current barriers and opportunities for sustainability in the fashion industry. Design/methodology/approach–The paper is based on a study among 36 fashion experts from academia, industry, and non-governmental organizations, who took part in an online study on sustainable fashion. Findings – The results from the study indicates that the fashion industry faces immense social and environmental challenges and that the scale and scope of current approaches to sustainability are limited and fail to address more fundamental challenges linked to the dominant business models and consumption behaviors. Research limitations/implications – As the study is based on the knowledge, values, attitudes, and cultural stances of the participating experts it cannot claim to provide a picture of the “real world.” Nonetheless it contributes with a nuanced understanding of current challenges and opportunities within the industry, as experienced by key stakeholders in the field. Originality/value – The expert study approach moves beyond “good practice” case studies and allow a broader discussion of micro- and macro challenges for sustainability within the fashion industry. The learnings gained through such an approach could inspire future system level research as well as business model innovation in the industry.
    Journal of Fashion Marketing and Management 07/2015; 19(3):315-327. DOI:10.1108/JFMM-08-2014-0059
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    ABSTRACT: Purpose – Earlier attempts to develop a strategy for the apparel industry in Canada to counter the adverse effects of trade liberalisation on Canadian apparel suppliers have been based on the concept of clustering. However, despite the support from government-supported industry bodies, clustering has not been forthcoming and this situation has created a pressing need for the development of an alternative to the clustering strategy. A study by the Canadian Apparel Human Resources Council offered up several different strategies including clustering, that the Canadian apparel industry might pursue, but these have not been taken up. Evidence gained from government reports on the industry and its performance, industry case studies, an experience survey and questionnaire reported earlier, leads to a radically different alternative with a more direct relationship between Canadian apparel suppliers and retailer. The purpose of this paper is to report and construct an evidence-based collaborative strategy together with its accompanying apparel industry business model. Design/methodology/approach – The evidence gained from case studies of Canadian apparel businesses, a secondary data search, an experience survey and an online questionnaire has been followed and combined with retailer requirements from apparel suppliers. Findings – The information gained from apparel industry representatives, government sources and industry reports has enabled step-by-step construction of an evidence-based business model centred on the formation of collaborative partnerships between apparel suppliers and retailers. Originality/value – The model reflects the fact that Canadian apparel retailers have taken the leading role in the supplier/retailer relationship and shows how Canadian apparel suppliers might better position themselves to combat competition from offshore suppliers through the formation of closer links with retail partners. It points not only to a requirement for Canadian apparel suppliers to become integrated into their retail partner’s retail management systems and technology, but also demonstrates the need for the formation of strong alliances through collaborative partnerships between supplier and retailer to address the needs of the apparel market.
    Journal of Fashion Marketing and Management 07/2015; 19(3):328-342. DOI:10.1108/JFMM-07-2014-0050
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    ABSTRACT: Purpose – Considering that the human body is undeniable a fashion space, the purpose of this paper is to highlight the importance of design and material choice in the relationship between clothing and accessories, namely, bags, for the fashion consumer. Design/methodology/approach – Initially the paper provides a historical framing of the use of materials in bags and its relation with clothing. Then, are described the characteristics of materials and how the human body relates to them, specifically how the sense of touch plays a decisive role in materials choice. Thus a natural fiber-based fabric as wool fabric is presented as a choice for some brands in the development of fashion accessories. Findings – It was found that there are an immense variety of materials that can be used in bags creation, and the use of them has changed over the years, influenced by social and economic conditions, fashion trends, and by technology evolutions in the production of fibers and composites. Taking in consideration that there is a long history of use of woven fabrics with natural fibers and a growing demand for sustainable and organic products, the use of wool natural fabrics in the production of bags were presented as a following road to the fashion industry. Originality/value – Since the relationship between materials used in apparel and fashion accessories is an area barely documented, this paper contributes to underline the possibility to exceed conventional design barriers and develop innovative and creative wool products pleasant for the human body as a fashion space.
    Journal of Fashion Marketing and Management 07/2015; 19(3):249-257. DOI:10.1108/JFMM-07-2013-0088
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    ABSTRACT: Purpose – The Canadian apparel industry has long been challenged by imports from low-wage countries while its exports have declined since their height in 2002. This situation was exacerbated with trade liberalisation, which started in January 2005. Data from Industry Canada and a number of studies, amongst which those of the Apparel Human Resources Council (AHRC), showing the adverse effects of trade liberalisation since the phasing out of the multi-fibre agreement in 2005, the lack of competitive advantage for Canada as an apparel manufacturing nation and the subsequent rapid decline of its apparel industry, pointed to the need for a strategic response from the Canadian apparel industry, particularly from small to medium-sized enterprises. A study conducted for the AHRC of the Federal Government of Canada outlined a number of strategies that Canadian apparel companies could pursue, focusing on elements other than manufacturing in the traditional apparel value chain. These strategies seemed to suggest the implementation of a cluster approach where greater cooperation between suppliers would be required throughout the supply chain with a focus on functional expertise and relationships. The purpose of this paper is to determine whether a cluster strategy is being applied or if indeed it is applicable to Canada’s apparel companies. Design/methodology/approach – A literature search, was undertaken to find the options available for the organisation of SMEs so that: an analytical framework could be created from the various theories and concepts that; would enable the evidence-based selection of an option or options suitable for adoption by Canadian apparel SMEs, to assist them to be more effective than stand-alone enterprises. Data were collected from case studies of Canadian apparel companies, an Experience Survey (conducted through face-to-face interviews with the directors of the AHRC, the Canadian Apparel Federation, Industry Canada, and Canadian retail and apparel supply executives) and from the responses to an online questionnaire sent to Canadian apparel suppliers. The data were subjected to examination using the analytical framework to determine whether the evidence existed on which to base a cluster-based strategic response to competition from overseas apparel suppliers, or whether one of the alternative options might be a more suitable match with the Canadian apparel business environment. Findings – Neither the case studies nor the Experience Survey revealed sufficient evidence of open communication or of cooperation among suppliers in areas that would fortify horizontal clustering amongst apparel SMEs, such as the sharing of labour, market research or supply chain management; similar findings emerged from the online questionnaire sent to Canadian apparel suppliers, which showed little evidence favouring cluster development as a strategic response for the Canadian apparel supply industry. The research also showed that industrialists, experts and government advisors all recognised that, beginning with trade liberalisation in 2005, there had been a transformation of the Canadian apparel industry from a manufacturing to a service industry with the retailers taking much stronger control of the supply chain than before, which, taken together with the lack of open communication or cooperation among apparel suppliers gives rise to conditions which favour collaboration over clustering. Originality/value – The paper provides a firm evidence base upon which to develop a different strategy for Canadian SMEs than the cluster approach that has been proposed to date. The findings reported in this paper show that Canadian apparel industry leaders, government and industry-led support organisations, retailers and suppliers all recognise that the type of open communication or of cooperation among suppliers in areas that would fortify horizontal clustering amongst apparel SMEs, such as the sharing of labour, market research or supply chain management does not occur to a sufficient extent to support the adoption of a cluster strategy by the Canadian apparel sector (although it may be applicable in Quebec). Canadian retailers have now taken the leading role in the supplier/ retailer relationship. Any future strategy will need to take account of this repositioning of retailers and be centred upon vertical relationships between individual apparel suppliers and retailers.
    Journal of Fashion Marketing and Management 07/2015; 19(3):299-314. DOI:10.1108/JFMM-11-2014-0079
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    ABSTRACT: Purpose – The purpose of this paper is to examine how attitudes towards sweatshops, social norms and perceived behavioural control (PBC) factors influence consumers’ attitudes towards luxury fashion apparel made in sweatshops. It also examines how these variables influence purchase intention and ultimately the willingness to pay more for luxury fashion apparel not made in sweatshops. Design/methodology/approach – A self-administered questionnaire was designed using established scales. A survey was conducted through the “mall intercept” method. Findings – Underpinned by the theory of planned behaviour (TPB) model, attitudes and PBC were found to have an influence on intention to purchase luxury fashion apparel made in sweatshops. The intention to purchase luxury fashion apparel also significantly influences the willingness to pay more for luxury fashion apparel not made in sweatshops. Practical implications – The research findings can be used to formulate strategies for academia, practitioners and, more importantly, policy makers to help curb sweatshop activities. Originality/value – This paper focuses exclusively on luxury fashion apparels made in sweatshops. Status consumption is also added as a potential antecedent towards purchase intention.
    Journal of Fashion Marketing and Management 05/2015; 19(2):169-187. DOI:10.1108/JFMM-01-2014-0008

  • Journal of Fashion Marketing and Management 05/2015; 19(2). DOI:10.1108/JFMM-03-2015-0025
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    ABSTRACT: Purpose – The purpose of this paper is to examine consumers’ perceptions of using different types of 3D animated avatars as salespeople based on credibility, homophily, attractiveness and intention to interact. Design/methodology/approach – Using a survey method, participants (n¼120) evaluated four types of 3D animated avatars (i.e. human, fantasy, animal and humanoid) based on the supposition the avatars would represent a salesperson for an online retailer. Findings – The results show that avatar type has a significant influence on the perception of credibility, homophily, and attractiveness. Furthermore, credibility, homophily, and attractiveness significantly influence the intention to interact with the avatar. Overall, the human avatar was found to be perceived as the most credible, homophilous, attractive and was regarded as the highest in relation to intention to interact. Originality/value – The practical and theoretical implications are discussed to offer guidance to online retailers, graphic designers, and researchers in the benefits and pitfalls of utilizing 3D animated avatars as salespeople.
    Journal of Fashion Marketing and Management 05/2015; 19(2):154-168. DOI:10.1108/JFMM-05-2014-0033
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    ABSTRACT: Purpose – The purpose of this paper is to identify selected store attributes of activewear specialty retailers that impact consumers’ satisfaction, which in turn influence word-of-mouth (WOM) and retail patronage behavior. Design/methodology/approach – Using an on-site store intercept, 150 responses were collected to answer hypothesized relationships. An exploratory factor analysis was first performed followed by a confirmatory factor analysis and a structural equation analysis. Findings – Results revealed that sales employees and store atmosphere attributes of activewear specialty stores had a positive influence on consumer satisfaction, which in turn had a direct impact on WOM and repatronage intentions for activewear specialty stores. Therefore, in order to satisfy consumers, activewear specialty retailers need to ensure that they provide an attractive and pleasant shopping atmosphere. Furthermore, satisfied consumers are likely to spread positive WOM about the retailer and display their intention to revisit the store in the future. The authors conclude by discussing the results and suggest implications and future research directions. Originality/value – The findings of this research shed light on the managerial implications for activewear specialty retailers with regards to marketing strategies and consumers’ attitudes.
    Journal of Fashion Marketing and Management 05/2015; 19(2):136-153. DOI:10.1108/JFMM-03-2014-0019
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    ABSTRACT: Purpose – The purpose of this paper is to examine features of branded entertainment in apparel brands’ Facebook pages based on the conceptual framework of play themes (Zhang, 2010). Design/methodology/approach – A content analysis was performed for 1,443 posts present on 50 apparel brands’ Facebook profile pages in the time period from November 28, 2011 to December 25, 2011. Findings – The findings provide meaningful insights into apparel brands’ use of Facebook as a social media strategy. The most dominant branded entertainment consisted of photos and advertisements and was directed toward promoting specific products and sales without using a particular play theme. Among the play themes used, play as frivolity, which includes simple and fun activities, was predominant. Overall, apparel brands utilized limited types of branded entertainment on their Facebook pages. Research limitations/implications – By integrating play themes into branded entertainment, apparel brands can optimize their branded contents on Facebook to connect with consumers and increase consumer motivation to interact with the brand. More specifically, apparel brands that adopt additional play themes other than play as frivolity for their branded entertainment will stand out and cut through the clutter of competitors’ Facebook pages. Originality/value – No previous research investigated apparel brands’ use of Facebook pages. This study fills the void in the literature by addressing how apparel brands utilize types of branded entertainment on their Facebook profile pages.
    Journal of Fashion Marketing and Management 05/2015; 19(2):107-119. DOI:10.1108/JFMM-04-2013-0051