Is Blending into Society a Primary Consumer Goal for Dressing Down?

Abstract

Are consumers tired of standing out? This study probes whether or not fast fashion understands the implicit behavior of their customers while dressing up or down. Retailers tend to market their more ready-to-wear (dress-down) fashion product in an approach that allows the customer to customize the outfits to become easily “me-self,” through a big selection of accessories for men and women such as hats, glasses, and scarves. Versus the dress-up look that echoes with conforming to social norms. Today marketers seem to misunderstand the tendency that when one dresses down they often seek to blend in more with the environment rather than display their own personality through fashion. The study extends the literature through explicating the process of picture introspection and member check using confirmatory personal introspection (CPI). Even though when one dresses down you would expect more individuality, according to the findings the subject sample was also more inclined to blend in society and stand out less. In the dress-up look there was a strong call for displaying features of a powerful and strong individuality.

Citation

Amram, M., Choi, E. and Kim, N. (2013), "Is Blending into Society a Primary Consumer Goal for Dressing Down?", Ko, E. and Woodside, A.G. (Ed.) Luxury Fashion and Culture (Advances in Culture, Tourism and Hospitality Research, Vol. 7), Emerald Group Publishing Limited, Leeds, pp. 67-89. https://doi.org/10.1108/S1871-3173(2013)0000007007