Journal of Fashion Marketing and Management: Volume 27 Issue 6

Do diverse frontline employees make a difference in customers' self-concept and store attitude? The role of diversity in body size and ethnicity

Domenique Jones, Heejin Lim

Addressing stigmatized identity threat cues customers experience, this study aimed to uncover the effects of frontline employees' ethnic and body-size diversity which lead to…

Antecedents to the conspicuous consumption of luxury fashion brands by middle-income black South Africans

Fanny Saruchera, Lebohang Mthombeni

South Africa is increasingly becoming an attractive market for luxury fashion brands due to the growing middle-income consumer segment, which is perceived to be upwardly mobile…

Social media insights for non-luxury fashion SMEs in emerging markets: evidence from young consumers

Bright Senanu, Thomas Anning-Dorson, Nii Nookwei Tackie

The study investigates the factors that influence young consumers (Gen Zs and Ys) in emerging markets to engage fashion ads of non-luxury fashion retail small- to medium-size…

The effects of Instagram social capital, brand identification and brand trust on purchase intention for small fashion brands: the generational differences

Jiyoung Kim, Xi Yu Leung, Brittany McKneely

Using social capital theory as the theoretical framework, the purpose of this study is to examine if shared value, the norm of reciprocity and social bonding within a small…

You can't shop with us: how US-based, value- and mid-market online clothing retailers position their plus-size female clothing sections

Summer Suzanne Shelton, Amanda S. Bradshaw, Matthew Cretul, Debbie Treise

Plus-size women represent a large consumer segment that has grown in popularity with the fashion industry, retailers and advertisers. Despite advancements in clothing availability…

Social media fashion influencer eWOM communications: understanding the trajectory of sustainable fashion conversations on YouTube fashion haul videos

Shelley Haines, Omar H. Fares, Myuri Mohan, Seung Hwan (Mark) Lee

This study aims to examine YouTube comments relevant to sustainable fashion posted on fashion haul videos over the past decade (2011–2021). It is guided by two research questions…

Move the mind of fashion consumers with low environment saliency: use well- and healed-baby appeals and increase anticipated positive emotions

Dooyoung Choi, Ha Kyung Lee

This study aims to investigate the effects of sick-, well- and healed-baby appeals used in fashion products on purchase intentions through anticipated emotions. Consumers'…

Promoting the right attitude: exploring the ethical fashion attitudes of fashion aficionados and materialists

Su Yun Bae, Ruoh-Nan Yan

This research applied Homer and Kahle's (1988) theoretical framework, which describes the hierarchical relations of personal values, attitude and behavior to test the moderated…

Exploration of Indian plus-size women's ready-to-wear: problems and preferences

Annu Kumari, Noopur Anand

Body positivity movement empowered plus-size women globally to speak up boldly about their clothing needs. Retailers cannot satisfy this group with some classic style offerings…