Factors influencing Generation Y male students’ fashion leadership: A marketing case
-
DOIhttp://dx.doi.org/10.21511/im.18(3).2022.15
-
Article InfoVolume 18 2022, Issue #3, pp. 170-180
- Cited by
- 505 Views
-
298 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Fashion leaders significantly contribute to an economy’s clothing segment, given their unique role in influencing fashion followers to purchase fashion clothing. Therefore, this study aimed to determine the factors that influence the sizeable and lucrative Generation Y male student cohort’s fashion leadership. The study conveniently sampled 400 Generation Y male students between 18 and 24 years old enrolled at two public South African higher education institutions. The study used a descriptive research design. A standardized self-administered questionnaire was used to collect the data. Data analysis included computing the descriptive statistics, the internal consistency reliability, the nomological validity, collinearity diagnostics, and multiple linear regression. The study results suggest that although product knowledge, fashion consciousness, mood enhancement, and brand switching behavior have a statistically significant favorable influence on Generation Y male students’ fashion leadership tendencies, decision-making confidence was not a statistically significant predictor. The study offers valuable insights that could assist marketing practitioners and fashion retail stores in understanding and better influencing the Generation Y male cohort’s fashion leadership. This, in turn, will aid them in rethinking and adapting their marketing endeavors to appeal to this market segment.
- Keywords
-
JEL Classification (Paper profile tab)M30, M31, M39
-
References49
-
Tables5
-
Figures0
-
- Table 1. Sample profile
- Table 2. Descriptive statistics, reliability and validity measures, and correlation matrix
- Table 3. Multi-collinearity diagnostics
- Table 4. Summary of regression model and ANOVA results
- Table 5. Contribution of independent variables to predicting male Generation Y students’ fashion leadership tendencies
-
- Bakewell, C., Mitchell, V. W., & Rothwell, M. (2006). UK Generation Y male fashion consciousness. Journal of Fashion Marketing and Management, 10(2), 169-180.
- Casidy, R. (2012). An empirical investigation of the relationship between personality traits, prestige sensitivity, and fashion consciousness of Generation Y in Australia. Australasian Marketing Journal, 20(4), 242-249.
- Chang, C., & Huang, C. (2002). The joint effect of product involvement and prior knowledge on the use of information sources and the choice of decision-making paths by consumers. International Journal of Management, 19(2), 315-322.
- Cho, S., & Workman, J. E. (2014). Relationships among gender, fashion leadership, need for affect, and consumers’ apparel shopping preference. Family and Consumer Sciences Research Journal, 42(4), 369-385.
- Clark, L., & Watson, D. (1995). Constructing validity: basic issues in objective scale development. Psychological Assessment, 7(3), 309-319.
- Clark, R., Goldsmith, A., & Goldsmith, E. (2008). Market mavenism and consumer self-confidence. Journal of Consumer Behaviour, 7(3), 239-248.
- Engelbrecht, L. (2015). The role of hedonic and utilitarian shopping motivations in males’ fashion leadership behaviour in Gauteng (Master’s Thesis). University of Pretoria.
- Ferrer, R. (2018, April 16). Who are the Millennials? Caixa Bank Research.
- Garga, E., Maiyaki, A. A., & Sagagi, M. S. (2019). Factors influencing brand switching behaviour of mobile phone users and the mediating effect of customer satisfaction: A literature review. Journal of Education, Society and Behavioural Science, 29(1), 1-11.
- Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trend in the fashion industry. The perception of sustainability and circular economy: a gender/generation quantitative approach. Sustainability, 12(7), 28090.
- Goldsmith, R. E., & Clark, R. A. (2008). An analysis of factors affecting fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management, 12(3), 308-322.
- Goldsmith, R. E., Frieden, J. B., & Kilsheimer, J. C. (1993). Social values and female fashion leadership: a cross-cultural study. Psychology of Marketing, 10(5), 399-412.
- Haluk Koksal, M. (2014). Psychological and behavioural drivers of male fashion leadership. Asia Pacific Journal of Management and Logistics, 26(3), 430-449.
- Iyer, R., & Eastman, J. K. (2010). The fashion-conscious mall shopper: an exploratory study. Marketing Management Journal, 20(2), 42-53.
- Janowska, K. (2008). Metrosexual men’s shopping habit: study of the modern men’s clothing brand selection (Bachelor’s Thesis). School of Management and Economics, Vaxjo University.
- Kang, J., & Park-Poaps, H. (2011). Motivational antecedents of social shopping for fashion and its contribution to shopping satisfaction. Clothing & Textiles Resource Journal, 29(4), 331-347.
- Kwon, Y. H. (1992). Body consciousness, self-consciousness, and women’s attitudes toward clothing practices. Social Behavior and Personality, 20(4), 295-307.
- Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: orientations and profiles. Journal of Retailing and Consumer Services, 48, 113-121.
- Lee, H.-J., Lim, H., Jolly, L. D., & Lee, J. (2009). Consumer lifestyles and adoption of high technology products: A case of South Korea. Journal of International Consumer Marketing, 21(2), 153-167.
- Lumpkin, J., & Darden, W. (1982). Relating television preference viewing to shopping orientations, lifestyles, and demographics. Journal of Advertising, 11(4), 56-67.
- Markert, J. (2004). Demographics of age: generational and cohort confusion. Journal of Current Issues and Research in Advertising, 26(2), 11-25.
- McKinsey. (2019). The State of Fashion 2019.
- Michaelidou, N., & Dibb, S. (2008). Consumer involvement: a new perspective. Marketing Review, 8(1), 83-99.
- Moody, W., Kinderman, P., & Sinha, P. (2010). An exploratory study: relationships, between trying on clothing, mood, emption, personality and clothing preference. Journal of Fashion Marketing and Management, 4(1), 161-179.
- Motale, M. D., Bevan-Dye, A. L., & De Klerk, N. (2014). African generation Y male students’ fashion consciousness behaviour. Mediterranean Journal of Social Sciences, 5(21), 121-128.
- MSCI. (2020). Millennials: Demographic change and the impact of a generation.
- Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., Starr, C., & Richards, L. (2007). The fashion-conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102-108.
- Noh, M., Li, M., Martin, K., & Purpura, J. (2015). College men’s fashion: clothing preference, identity, and avoidance. Fashion and Textiles, 2(27), 1-12.
- O’Cass, A. (2000). An assessment of consumers’ product, purchase decision, advertising and consumption involvement in fashion clothing. Journal of Economic Psychology, 21(5), 545-576.
- O’Cass, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869-882.
- O’ Hagan, G. (2022, April 1). How exactly foes our clothing impact our mood? A psychologist weighs in. Fashion Journal.
- Raju, P. S. (1980). Optimal stimulation level: its relationship to personality, demographics and exploratory behavior. Journal of Consumer Research, 7(3), 272-282.
- Shephard, A., Pookulangara, S., Kinley, T. R., & Josiam, B. M. (2016). Media influence, fashion, and shopping: a gender perspective. Journal of Fashion Marketing and Management, 20(1), 4-18.
- Stanton, J. V., & Cook, L. A. (2019). Product knowledge and information processing of organic foods. Journal of Consumer Marketing, 36(1), 240-252.
- Statista. (n.d.a). Fashion United States.
- Statista. (n.d.b). Apparel Japan.
- Statista. (n.d.c). Fashion South Africa.
- Statista. (n.d.d). Apparel South Africa.
- Statistics South Africa. (2020). Statistical release P0302: 2020 mid-year population estimates.
- Statistics South Africa. (2021). Statistical release P0302: 2021 mid-year population estimates.
- Statistics South Africa. (2022). Statistical release P0302: 2022 mid-year population estimates.
- Sung, J., & Yan, R. N. (2020). Predicting clothing behaviors of Generation Y men through self-esteem and body dissatisfaction. Fashion and Textiles, 7, 1-14.
- Tiggemann, M., & Lacey, C. (2009). Shopping for clothes: Body satisfaction, appearance investment, and functions of clothing among female shoppers. Body Image, 6(4), 285-291.
- Tustin, D. H., Van Aardt, C. J., Jordaan, J. C., Van Tonder, J. A., & Meiring, J. (2014). Retail sales forecast for South Africa, 2014.
- Van Trijp, H., Hoyer, W., & Inman, J. (1996). Why switch? Product category-level explanations for true variety-seeking behaviour. Journal of Marketing Research, 33(3), 281-292.
- Wan, F., Youn, S., & Fang, T. (2001). Passionate surfers in image-driven consumer culture: fashion conscious, appearance-savvy people and their way of life. Advances in Consumer Research, 28, 266-274.
- Workman, J. E., & Lee, S. H. (2013). Relationships among consumer vanity, gender, brand sensitivity, band consciousness and private self-consciousness. International Journal of Consumer Studies, 37(2), 206-213.
- Zhou, J. X., Arnold, M. J., Pereira, A., & Yu, J. (2010). Chinese consumer decision-making styles: A comparison between the coastal and inland regions. Journal of Business Research, 63(1), 45-51.
- Zikmund, W. G., & Babin, B. (2013). Essentials of marketing research (5th ed.). Beijing: South-Western Cengage Learning.