INTRODUCTION

Globalization has catalyzed the growth of the fashion industry, and marketplace attractions have significantly driven the cultural attributes of consumers across various consumer segments. A shift in cultural values, consumer preferences and purchase intentions toward fashion products is the most critical issue faced by marketing managers today. Many researchers argue that increasing globalization is reducing the homogeneity of consumer behaviors within countries, while increasing the communalities across countries.1 Most firms manufacturing fashion apparel are trying to bridge intercultural differences and build cultural consonance across consumer segments in a variety of contexts that stimulate interest in fashion apparel. Customer-centric market strategy developed on self-esteem attributes of consumers is used by firms to enhance purchase intentions toward fashion apparel.2

Powerful market stimulants such as fashion shows on television, fashion advertisements, in-store displays and fashion events in urban shopping malls have influenced transnational cosmopolitanism among consumers. Such interactive marketing strategies of fashion apparel have shown convergence of traditional and modern values and lifestyle to develop a homogeneous global consumer culture. The conventional method of using societal icons as cultural drivers has now been replaced by global fashion players with flagship brands as a basis for product position and market segmentation. It is found that multi-channel systems of brand building and differentiation influence consumers toward fashion apparel, and need is created at local levels supportive of, and constituted by, cultural industries. A good example is the Italian city of Milan, which has become a destination brand, where various channels are being negotiated and integrate service fashion and design-branding strategies.3

Globalization and increasing competition, and short product life cycles in fashion retailing, cultivate asymmetric consumer behavior and pose a number of marketing challenges for retail firms in Mexico. In order to survive in this industry, it is vital for manufacturers and retailers to develop and leverage core marketing capabilities. This study examines the effectiveness of different fashion marketing strategies and analysis of consumer behavior in a cross-section of demographic settings in reference to fashion apparel retailing. The article also discusses the marketing competencies of fashion apparel brands and retailers in reference to brand image, promotions and external-market knowledge. The study examines the determinants of consumer behavior and their impact on purchase intentions toward fashion apparel.

It has been observed that the fashion apparel market has been highly influenced by fashion trends in the United States. The North American Free Trade Agreement has further supported the fashion industry in Mexico as imports of textile and clothing products from the United States have increased since 1994 owing to trade liberation policies. US manufacturers and retailers are likely to adopt a diversified risk-adjusted sourcing strategy that balances cost and speed to market, as well as political and economic stability. Mexico, Central America and the Caribbean could be attractive options for US companies in some fashion-sensitive segments of the industry where quick response or fast turnaround is important. The lead clothing retailers in Mexico integrate industrial capabilities such as sourcing of textiles, design and product branding, and its relations with consumers enable it to keep abreast of fashion consumption trends.4

The consumer market for fashion apparel has become more diverse through fashion brands, store brands, personalization, advertising and ethnicity in the global marketplace. If manufacturers and retailers of fashion apparel can identify target consumers’ preferences, they may be better able to attract and maintain their target consumer group. However, little research has been conducted to investigate the factors influencing apparel shopping behaviors among Hispanic consumers. Thus, the purpose of the present study is to investigate the attributes of fashion apparel shopping among consumers in Mexico. Though the research subject of purchase intentions has been widely covered in the literature, this study contributes to the store brand perspectives in driving purchase intentions with a dichotomy of value and lifestyle, and price sensitivity of brands among consumers in Mexico.

THEORETICAL MOTIVATION

In this article, two theoretical frameworks – the optimal distinctiveness theory and the social impact theory – have been applied. The optimal distinctiveness theory demonstrates that individuals prefer to join groups, teams or collectives with particular properties.5, 6 In particular, individuals need to fulfill two competing needs: the need to belong or assimilate and the need to feel distinct and unique. The social impact theory demonstrates that social impact is the result of social forces, including the strength of the source of impact, the immediacy of the event and the number of sources exerting the impact. The theory emphasizes that the amount of impact tends to increase as the number of sources increases.7

According to the optimal distinctiveness theory, individuals strive to maintain a balance between the need to be assimilated by the peers and family, and the need for autonomy and differentiation.8 The purchase intention for fashion and fashion apparel is stimulated among consumers in social contexts. The distinctiveness of fashion features (for example, fashion brand, celebrity endorsement, media reviews) that are consistently associated with emotional expressions plays the strongest role in buying behavior among consumers.9 Some studies suggest that the perception of a person on his personality is a distinctive and salient trait that differentiates behavior. Individuals who have high social standing and are adaptive to change in lifestyle are driven by fashion demonstrations.10 The distinctiveness theory supports the notion that ethnicity can influence consumer responses to various marketing stimuli such as sales promotions and advertisements.

One of the principal drivers of consumer behavior toward fashion apparel is the dominance of social interactions. The involvement of consumers in fashion products depends not only on their own perceptions but also on peers’ response to their personality and change proneness.11 The relation between clothes and identity is perceived by consumers from the perspective of their values generated in various social interactions. Consumers get involved in exhibiting fashion and lifestyle as an aesthetic way of presenting their personality. Hence, clothing is often considered as an opportunity for communicating a new order of identity of a person. In this process, there are both cognitive and affective incentives that translate into potential welfare gains (or indifference) for the consumer in a given social and work-related environment.12

It has been observed by some researchers that cultural values affect the purchase intentions of fashion apparel. In societies that exhibit hedonic values, fashion apparel is promoted by manufacturers and retailers to induce a sudden, compelling, socially complex buying behavior through promotional programs that increase disposable income by facilitating credit to consumers.13 Manufacturers and retailers apply both push and pull strategies to make the promotions of fashion apparel effective and advantageous to the consumers. Promotions targeted at final consumers, known as pull promotions, directly offer extra value to consumers with the primary goals of attracting consumers to retail locations and stimulating immediate sales. Though both push and pull promotions are designed to speed up the selling process and increase sales at least in the short term, their strategic implications as well as their impacts on fashion sales and profits are believed to be different. Such promotion-led fashion retailing culture stimulates fashion-oriented attitudes, debt and spending behavior on clothing among consumers.14

Fashion brands and departmental stores have redefined the strategies of retailing fashion apparel in Mexico considering global–local buying preferences. The central and northern regions of Mexico have witnessed an increase in specialized apparel stores, which imposes new demands on manufacturers, wholesalers and consumers.15 It has been observed that the attributes determining overall acceptance of fashion apparel and accessories among Mexican consumers are significantly influenced by product attractiveness and price sensitivity. Purchase intentions are influenced by overall appearance, brand appeal and overall liking.16, 17 Fashion apparel is largely penetrating in Mexico through cross-border (American) consumer influence. Outshoppers literally go the extra mile to outshop for better quality and assortment of merchandise, higher quality of personal service, more pleasant shopping atmosphere and more competitive prices.18

REVIEW OF LITERATURE AND HYPOTHESES FRAMEWORK

Shifts in consumer fashion culture

Traditional clothing practice is frequently aligned to the generic preferences of ethnic dressing. The modern fashion apparel market has therefore been built on the premise that ethnic dressing is firmly positioned at the heart of a traditional culture whose gorgeous fabrics have been face-lifted as convenience apparel. This finding is supported by work utilising the societal value and lifestyle (VALS) system, which segments the consumer marketplace on the basis of personality traits that drive consumer behaviour.

Fashion apparel has built an image in the market by positioning designs targeted at the more ‘passionate' male and female shoppers as erotically charged.19 It is argued that shifts in consumer culture provide a stimulus to dynamic innovation in the arena of personal taste and consumption. Such dynamism in consumer preferences is considered as part of an international cultural system and is driven by continuous change in VALS. Consumer values such as functionality, fitness for purpose and efficiency significantly contribute to driving cultural change and recognizing suitable fashion to strategically fit with lifestyles.20 The growing technology-led apparel selling is one of the major stimulants for inducing change in fashion and consumer culture. The three-dimensional Automatic Made-to-Measure scheme for apparel products, demonstrated through computer simulation in large departmental stores and lifestyle centers, plays a major role in generating arousal toward fashion apparel. A freeform design platform is adopted by apparel designers, manufacturers and retailers to represent the complex geometric models of apparel products. Apparel products are essentially designed with reference to features of the human body, and thus share a common set of features as the human model. Therefore, this parametric feature-based modeling enables the automatic generation of fitted garments for differing body shapes. Consumers lean toward buying such apparel that are largely sold as fashion apparel.21 Hence, the following hypothesis can be formed:

Hypothesis 1 (H1):

  • Consumer culture on fashion apparel is influenced by lifestyle and value simulations by gaining product experience.

Retailers have adopted personalization to successfully market a wide range of fashion products, such as eyeglasses, bicycles, coffee, greeting cards and apparel. The intention to purchase fashion products differs across cultures. Customer preference and value placed on fashion apparel is largely influenced by the social differentiation of products and self-esteem of the consumer.22 Apparel is often used for its symbolic value reflecting the personality and status of the user. When the apparel holds a fashion brand, it may be perceived as an ostentatious display of wealth. Thus, consumers are motivated by a desire to impress others with their ability to pay particularity high prices for prestigious products.23 Such personality dimensions often play a critical role in shifting the consumer culture toward brand-led buying behavior of utilitarian goods. Fashion apparel brands are perceived by consumers as prestigious brands encompassing several physical and psychological values, such as perceived conspicuous value, perceived unique value, perceived social value, perceived hedonic value and perceived quality value.24 Consumption patterns are largely governed by the social value of the product, which determines the purchasing intentions, consumer attitudes or perceptions on brand or advertising slogan. Consumer experience with high socio-economic power perceptions creates qualitatively distinct psychological motives toward buying fashion apparel that develop unique consumption patterns.25 Therefore, the following hypothesis may be drawn:

Hypothesis 2 (H2):

  • Personalization of fashion apparel stimulates self-esteem among consumers and enhances social values.

Apparel designers have a significant impact on the success or failure of fashion apparel and accessories. It has been observed that demographic (for example, gender and generational cohort) and psychographic (for example, fashion fans, attitudes and impulse buying) drivers influence frequency and levels of expenditure on buying fashion apparel. The buying tendency of female consumers is higher than that of male consumers, significantly driving their expenditure on fashion apparel. Such behavior is also driven by the fashion fanship. The younger generation in the present context has higher purchase frequency, fashion fanship and impulse buying as compared with other cohorts in society.26 Buying pleasure of consumers in order to stand apart from fellow consumers has also been a strong behavioral driver for fashion apparel manufacturers. Fashion apparel consumers have shown a favorable attitude toward exotic fashion apparel products and higher purchase intention. It has been observed that consumers leaning toward buying fashion apparel show higher cognitive motivations, and a shopping orientation different from their followers. Lead buyers enjoy shopping more and are not as cost-conscious, traditional or conservative as followers.27

The cultural change in buying apparel from low-price brands to fashion brands in emerging markets has been institutionalized in a family environment. It has been observed that parental and sibling influences decrease with age, whereas peer and media influences increase with age. Television and celebrities also play a significant role in influencing adolescents’ clothing choices, irrespective of gender. Two among the most common forms of media that children largely use are magazines and television, whereas teens are primarily influenced by visual merchandising, hand-on experience and spotting fashion apparel users.28, 29

Shopping behavior of consumers is also influenced by the attributes of the social cognitive theory that explain how variables such as self-regulation and self-efficacy direct spending behavior and determine consumer lifestyles. Product attributes influence consumer perceptions of the personal relevance of a product or service to their needs. Consumer preferences for product attributes are significantly linked to their lifestyle. The lifestyle theory suggests that urban consumers’ perceived hedonic attributes and social identity factors determine their shopping behavior.30 The shopping behavior of consumers is driven by social, economic and relations factors. Shopping ambiance, advertisements and retail promotions develop pro-shopping behavior. The social learning theory explains this phenomenon as positive reinforcement, and it occurs when a behavior (response) is followed by a favorable stimulus (commonly seen as pleasant) that increases the frequency of that behavior. In the conceptual foundations of the social learning theory, respondent conditioning and observational learning are empirically supported approaches to understanding normative human development and the etiology of psychosocial problems.31 Accordingly, the following hypothesis may be constructed:

Hypothesis 3 (H3):

  • Family and external lifestyle and values impel consumer culture on fashion brands and fashion apparel.

Store brand response

Departmental stores and lifestyle centers develop their apparel store brands to generate store loyalty among consumers. Store brands are displayed in these stores alongside the fashion apparel brands. The changing dynamics of the fashion industry have forced retailers to aim at low-cost marketing strategies and flexibility in design, and improving speed of penetration in the market to gain competitive advantage. The concept of ‘throwaway’ or fast fashion emerged in 1990 in the global marketplace, which describes that fast fashion drifts from manufacturers to retailers and consumers. Store brands have emerged rapidly in the fashion market owing to the fast growth of fashion.32

Store fashion brands are designed and developed considering consumer perceptions on the store image. The shopping satisfaction of fashion apparel includes consumers’ perceptions of store attributes as well as subjective evaluations of products purchased from the store by the consumers themselves or by their fellow shoppers. Store brand impact is largely derived also through word-of-mouth interaction. However, response to store brands appears to be more complex in nature than a simple affective summary of the relative frequencies of positive and negative emotion during consumption experiences.33 Another factor that affects the consumer decision on store brands is the recognition of the role of store sales personnel in a retail environment. It has been observed that effective salespeople not only influence the shopping process but may also influence consumers to switch their store patronage. Consumers may abandon one store brand to follow specific sales and service personnel to a new store brand.34 The retail stores play a major role in influencing consumers for both store and manufacturer's brands. Attitude toward promoted brands is characterized by positive store image, smart shopper self-perception, need for affiliation and attitude toward money regarding power-prestige and anxiety. However, attitude of consumers toward store brands is determined by more positive store image, price advantage, range of products to exercise buying options, and loyalty and trust-related factors.35

In view of the above discussion, the following hypothesis may be framed:

Hypothesis 4 (H4):

  • Consumers develop loyalty for store brand fashion apparel considering the store image and informal communication among fellow shoppers.

There is an increasing trend toward carrying store brands in an apparel retailing segment with growing importance in terms of market share. There are reports to the effect that the sales of store brands account for approximately one-fifth of the total volume of sales in the United States. Manufacturers make their brands available in various stores, and as such they do not affect loyalty to a particular store. Own brands in fashion and apparel on the contrary are believed to possess the power to enhance loyalty in reference to the store they are associated with. The brand name thus influences consumers’ overall quality perceptions of the product.36 The success of the store-branded category depends, in analogy with the brand extension theory, on the perceived quality of the parent brand (that is, the store) and the fit between the parent brand and the sub-brand category. It is considered essential that the store image, associated with the parent brand, somehow supports the store-branded product category and mitigates the perceived risk of buying the category.37

Some studies have observed that store brands drive a positive relationship between customers’ familiarity with and loyalty to the retailer's own brand, and customers’ loyalty to the retailer results from the competitive advantage of the store brand. Although the purchase intentions of consumers toward store brands relate positively to higher loyalty to the retailer, the scope of such a relationship narrows down consumer preferences owing to the degree of exclusivity of store brands within the customer's shopping basket.38 Consumers often realize that whenever the gap between store brands and manufacturer brands on fashion apparel gets smaller with regard to quality, perceived value and confidence, price ultimately becomes the only clearly distinguishing characteristic. Consumer decisions on buying fashion apparel are also governed by the price sensitivity factor to a large extent. In this situation, retailers have the opportunity to use store brands in the process of ‘branding’ the store formula.39 The store brands for fashion apparel in a large number of markets have been favored by a set of factors that includes actions by manufacturers and distributors on price and differentiation, market competition at both manufacturer and retailer level, and the economic-financial results of the latter for the product categories in which they work with the store brands (for example, Oubiña et al 40). Therefore, the following hypothesis may be structured as:

Hypothesis 5 (H5):

  • Relatively low prices, range of designs and image of store motivate consumers to choose store brands for buying fashion apparel.

Purchase intentions

Fashion apparel has a short product lifespan and is influenced largely by celebrity promotions, visual merchandizing and store ambience. The multi-channel systems of brand building and differentiation at regional and local levels supported by cultural forums in the local markets drive the purchase intentions of consumers. In addition to retail stores, fashion and design-based industrial actors also contribute to creating images and myths that support consumers’ orientation toward buying fashion apparel.3 Purchase intentions of consumers for fashion apparel are influenced by psychodynamics and social factors. 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, self-esteem and fun, and respectful treatment in society.41

Fashion magazines have become emblematic of feminism, a form of ‘third-wave’ feminist engagement that revalues activities and interests traditionally associated with femininity, such as knitting, fashion clothing and make-up.42 Fashion magazines are the perfect medium to influence fashion adaptation within the larger thesis of global-local effects. These magazines along with television fashion shows influence consumers on the process of fashion adaptation, which begins with product conceptualization and self-esteem in society.43 As women's purchase behavior is very different from men's, it is essential for businesses that target female consumers to make a shift in marketing strategies and include factors other than socio-cultural characteristics. Fashion-involved female consumers are considered as the drivers and legitimists of the fashion adoption process.44 Considering the studies discussed above, the following hypothesis may be developed:

Hypothesis 6 (H6):

  • Purchase intention for fashion apparel is largely influenced by the socio-cultural movements and media shows that drive involvement with the products and message.

Celebrity-based promotions have become very popular for pushing fashion clothing in the market, and include celebrity-owned brands and celebrity-anchored brands. Fashion clothing, accessories and perfumes may be cited as the best examples of celebrity involvement in product promotion. The relation between fashion performance and celebrity advertisements on media appears to be a sensitive promotional effort by manufacturers. However, such a promotion strategy has a strong hold in triggering arousal and purchase intentions among consumers. The popular appeal of the celebrity drives the sales of fashion apparel significantly and leads the brand.45 One study demonstrates that the consumer attitudes toward a promoted product are governed by the popularity and image of the celebrity, and expressions of the message. Accordingly, the purchase intentions of consumers are driven by the product attributes, price and endorser performance as perceived by consumers. The celebrity endorsement can significantly influence consumer purchase attitudes via both direct and indirect effects through the product-attribute construct.46 As the fashion cycle is narrowed down because of increasing competition, manufacturers promote their brands through countless agents, including celebrities. In the past, fashion used to be a highly centralized industry where new trends were diffused from a single location. The Paris Collections presented by a small network of couturiers became the trends that everybody in the world imitated. However, this process has become decentralized, and now fashion originates from many sources and is profoundly influenced by popular culture, celebrities and consumers themselves, who, in many cases, inspire designers in the development of their collections.47 Some studies revealed that commercials using celebrities did enhance consumers’ likelihood of buying the advertised brand.48 Therefore,

Hypothesis 7 (H7):

  • Celebrity promotions of fashion apparel provide a significant uplift to purchase intentions as consumers are eager to emulate celebrities.

Consumer research has indeed shown that celebrity endorsement may enhance the recall of advertising messages, increase the recognition of brand names, and make advertisements more believable and influential. A neuroimaging study supported the hypothesis that celebrity endorsement incurs a positive influence on consumers. A single exposure to an expert celebrity with a product may result in a long-lasting positive effect on memory and purchase intention for the product.49 The purpose of decent clothing is primarily for self-esteem and fashion for women of all ages. Thus, investment in fashion apparel is largely related to self-evaluative salience, while the motivational salience builds arousal and enjoyment of clothes during the post-shopping period.50

All variables discussed in the hypotheses are interrelated. The relationships among these variables are shown in Figure 1.

Figure 1
figure 1

 Proposed framework of Mexican consumer culture and purchase intention.

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STUDY DESIGN

Sampling

Respondents including both men and women in the age group of 18 to 45 years were selected in order to measure the purchase intentions of consumers for fashion apparel driven by arousal and merriment. The study was conducted among shoppers in five departmental stores in Mexico specialized in retailing fashion and fashion apparel. Of the selected departmental stores, Liverpool, SEARS and Palacio de Hierro cater to consumers of the A/B and C+ demographic segments, whereas Modatela and Suburbia serve consumers of C and D+ demographic segments. (For detailed description of socio-economic demographic categorization, please see the Appendix.) All the selected stores also had their store brands in fashion apparel. September–December has been identified as a leisure period as the early sales for Christmas begin from September in Mexico. The data were collected on 35 variables that were closely related to influencing customer values. These variables include various perspectives of brand equity, social value, store image, customer satisfaction, and promotional strategies applied in positioning the fashion and fashion apparel for gaining optimal market share and aggregate value on shopping. In all, 11 fashion apparel brands spread over men (Scappino, Lacoste, Dockers and Oscar de la Renta) and women (Nautica, Penney Black, Raulf Lauren, Folly's, Ivonne, Liz Claiborne and GAP). In addition to the fashion apparel brands, five store brands of the above-mentioned retail stores have been covered under this study. The data sets have been categorized into the relational and economic variables selected for the study as shown in Table 1.

Table 1 Variables chosen for the study and descriptive statistics (n=236)
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Data were collected from 236 respondents purposively selected, who were involved in shopping at chosen retail self-service stores in Mexico City, by administering a semi-structured questionnaire. Of the total sample respondents, men constituted 23.72 percent and women shoppers represented 76.28 percent. The data of 19 respondents were omitted from the data analysis owing to paucity of information. The respondents were involved in buying trend apparel of contemporary designs including fashion brands. In all, the data of 217 observations were analyzed in the study. It has been found that the overall response rate in the survey was 91.94 percent. The data collected from respondents were tested for their reliability applying the Cronbach's α test. Variables derived from test instruments are declared to be reliable only when they provide stable and reliable responses over a repeated administration of the test. The test results showed high reliability (α=0.81) on average for all observations included for analysis in reference to all variables pooled under different segments.

Data collection tools

Initially, focus group discussion was carried out on a representative sample from selected industries in order to assess the responsibility of direct supervision of salespeople in industrial selling situations and the sale administration process in general. Based on the process flow in sales administration, major variable segments were identified keeping in view the objectives of the study. In the focus group, 22 respondents participated on a scheduled date and in a scheduled place. The focus group session was conducted in the following manner:

  • Introduction on the theme: This was an initial kick-off to the discussion by portraying the current fashion trends, market attractions, social influence and purchase attitude to the participants.

  • Focus group facilitator: One of the project members who had bi-lingual (Spanish-English) proficiency had coordinated the focus group session. The proceedings of the session were recorded and later transcribed for analysis.

  • Issues for discussion: The major issues for discussion included knowledge on fashion apparel, social values, brand preference, price, promotions, quality, consumer attitude toward fashion apparel and satisfaction. The specific questions raised during the focus group are shown in Table 2.

    Table 2 Measurement of constructs: confirmatory factor analysis
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  • The focus group session was concluded with the closing remarks taking clues from the discussion, and a vote of thanks was expressed at the end of the session.

Accordingly, pre-coded questionnaires were developed for the study and were administered to the respondents. In addition to questions with pre-coded options, some open-ended questions were also administered separately for qualitative assessment of the responses. The content analysis was done to summarize the open-ended questions by using QSR NVivo2 software. This software is a powerful tool for combining subtle coding with qualitative linking, shaping and modeling qualitative information. The analysis of qualitative responses has largely resulted in deriving appropriate managerial implications of the study.

Questionnaires were initially drafted in English and later translated into Spanish for use in Mexico. The translation of questionnaires from English into Spanish and responses of subjects from Spanish into English was carried out by professional translation services. During the process of translation, it was ensured that the core meaning of the sentences was retained. Care was taken to retain the original sense of responses made in Spanish. In the case of some respondents, their responses were recorded and later transcribed. Items were modified to fit the Spanish language, and to accommodate all customers, and questionnaires were double back-translated.51 A pilot test showed that consumers understood the questions correctly. Questionnaires were administered by the undergraduate students of the Bachelor in Marketing program. In translating some questions, the technique of equivalence or reformulation was used to give a correct sense to the sentence.

Attributes of instrument

Data were collected on the variables closely related to influencing the buying behavior of fashion apparel, encompassing overall customer satisfaction, in-store shopping arousal and retailing strategies. The results on the analysis of the selected variables refer to the short-term customer values associated with the arousal and happiness from fashion apparel.

Seven sources of influence on consumers’ buying decisions were co-workers, peers in school, family members, spouse, friends, celebrities (for example, movie stars) and salespeople at the store. Eight impersonal sources of influence were fashion magazines, non-fashion magazines, catalogues, the Internet, television programs, fashion models, observed street-wear and store displays. Respondents were asked to indicate on a four-point Likert scale (1 – totally agree; 4 – totally disagree) when they make a purchase decision on fashion apparel. Much research in academia uses a five-point scale as it may produce more reliable or valid results. However, the response format of this study used a four-point scale because the researchers believed that deleting the neutral point might result in more accurate responses. The general information on respondents included age, gender, education, annual household income and country of origin.

It was observed while analyzing the responses on the Likert scale that there were multiple responses to some construct-related questions. In order to resolve this dichotomy, data were totaled on a socio-metric matrix to document scale scores relative to subject and object interaction choices. Further, the Guttman coefficient52 has been calculated for those variables showing multiple responses and the results were found in the range of 0.73–0.88, which revalidates the dichotomy of responses in the Likert scale. The results were found to be significant (P>0.05). The Guttman coefficient results were derived using the following equation:

where λ represents the Guttman coefficient, X denotes the total number of respondents, n indicates the number of construct-related multiple responses, E shows the number of individual error responses, and D refers to the total number of different responses that emerged during the survey. In the above equation, e indicates the number of different response patterns.

Construct of measures and data validation

The constructs of the study were measured using reflective indicators showing effects on the core variables. Purchase decision on fashion apparel is derived from the product attributes, store-based, and product economy-related variables (VS 1, VS 2 and VS 3). The effect of these decision variables on making purchase decisions was measured with 21 variables (product-related VS 1 – 7, store-based VS 2 – 8, and product economy let variables VS 3 – 6) on a self-appraisal perceptual scale originally derived on the basis of focus group analysis as mentioned in the pretext. Motivation for this construct was derived from an original scale developed by Jimenez and Cegarra-Navarro53 on market orientation, who conceptualized it as a multivariate construct comprising customer orientation, competitor orientation and inter-functional coordination as principal behavioral components. This scale also comprised triadic decision coordination among store sales ambiance, brand and consumer preferences, including long-term business horizon and shoppers’ value (for example, Rajagopal,54 Ruekert,55 Hunt and Morgan,56).

Constructs related to store-based variables and arousal and merriment as cognitive drivers among consumers in making buying decision (VS 4 and VS 5) were measured using a 13-variable ‘self-appraisal perceptual scale’ comprising shopping preferences of customers, customer relationship effects and shoppers’ perceptions. The perceptional behavior of consumers who support the buying decision (VS 4) was measured using eight variables, including display of fashion apparel, store promotions, availability of brands, personalization, store brands, fashion brands, simulation and product-mix (adapted from Kim and Lee,57 Jindal et al,58 Jimenez and Cegarra-Navarro53). Other variables were selected on the basis of focus group discussions. Construct of arousal and merriment (VS 5) was measured in reference to a five-variable ‘self-appraisal perceptual scale’ consisting of hands-on experience, celebrity promotions, creative styles, in-store advertising and newness of the product (for example, Rajagopal59).

All reflective constructs for all variable segments of the study were analyzed through the factor analysis model as a single confirmatory test. The goodness-of-fit statistics60 comprising chi-square statistics (2.18), root mean square error of approximation (0.174), Tucker-Lewis fit index (0.614), comparative fit index (0.731) and incremental fit index (0.738) indicate that the model used for analysis in the study fits the data adequately. All variables were loaded significantly on their corresponding segments, which revealed a significant P-value at 0.01–0.05 levels.

The data collected from respondents were tested for their reliability by applying the Cronbach's α test. Variables derived from test instruments are declared to be reliable only when they provide stable and reliable responses over a repeated administration of the test. The test results showed an acceptable reliability level for all observations included for analysis in reference to all variables pooled under different segments as discussed in the pre-text.

RESULTS AND DISCUSSION

Confirmatory factor analysis and scale reliability

Clothing theorists have devoted considerable attention to understanding the motivations and behaviors of fashion innovators. The results of the study are analyzed in reference to a wide range of variables such as personal values, attitudes and socio-economic considerations that affect the purchase intentions of consumers toward fashion apparel. It has been observed that the longer consumers are attracted by the advertisement, innovation, technology, perception drives through do it yourself tools, celebrity promotions and store attractions, the more spendthrift they become as purchase intentions get stronger.

It can be seen from Table 2 that the store brands and factors that contribute to point of purchase arousal also need to be measured for determining the purchase intentions of consumers. These factor segments are considered to be a single construct made up of the 10 buying situations that influence purchase intentions of consumers toward fashion apparel. The marketing strategy for fashion apparel includes creative designs, exclusivity, product accessories, celebrity-anchored advertising, promotion and membership programs as essential complements to sales. Moreover, the development and personalized fashion products are of paramount importance for value generation among customers. The attractiveness of a product depends on its design, quality and price; the user experience of a product in terms of user satisfaction; and brand loyalty.61 The results suggest a good fit of statistics toward measuring product attractiveness. The goodness-of-fit index – GFI (0.83, χ 2=2.84), root mean square error of approximation – RMSEA (0.065), Tucker-Lewis fit index – TLI (0.729), comparative fit index – CFI (0.681) and incremental fit index – IFI (0.784) indicate that the model used for analysis in the study fits the data adequately. RMSEA is below 0.10 and the root mean square residual (RMR) and the standardized RMR are 0.079 and 0.060, respectively, which are considered acceptable.

The economic stimuli for purchasing fashion products are defined by three attributes: (i) uniqueness, which adds to the social image, (ii) price level, which determines the value for money, and (iii) offering price discounts combined with cross-promotions and credit facilities, which induce purchase intentions. The results of the study suggested that the cue pertaining to high product involvement helps to enhance purchase involvement among consumers. There was also some evidence to suggest that those consumers who were high in product involvement place less importance on price and, in contrast, consumers who are low in purchase involvement place greater importance on price discounts (for example, Hollebeek et al, 2007).62 The results suggest a good fit of the model with χ 2=18.21, GFI=0.82, RMSEA=0.038, CFI=0.86; TLI=0.91; and IFI=0.84. All GFI, CFI, TLI and IFI are the recommended 0.80 threshold levels. RMSEA is below 0.050 and RMR and the standardized RMR are 0.012 and 0.027, respectively, which are very good levels.

The cognitive factors that affect purchase intentions among consumers include visual and experiential determinants. It was observed during the study that appearance of new goods (or of new attributes) has a visual effect during simulation. This develops a personalized experience of the products, which either stimulates or stifles purchase intention. The utility of fashion products depends not only on the personalized preferences and type of consumers, but also on its value toward contributing to the lifestyle. The qualitative observation during the study showned that when fashion cycles were shorter, brand image and loyalty turned fragile. In this factor segment (cognitive determinants), the results also indicate a good fit of the model with χ 2=24.07, GFI=0.88, RMSEA=0.027, CFI=0.92; TLI=0.90; and IFI=0.86. All GFI, CFI, TLI and IFI are the recommended 0.80 threshold levels. RMSEA is below 0.032 and RMR and the standardized RMR are 0.027 and 0.031, respectively, which were found to be significant for hypothesized variables.

Measurement of trend

Regression analysis and Pearson correlations are shown in Table 3 for the major variables of the study that play a significant role in influencing purchase intentions. The regression coefficients explain the buying behavior, perceived satisfaction and store brand effectiveness.

Table 3 Regression, factor loading results and correlations (n=236)
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The interpretation of regression results shown in Table 3 indicates that shopping arousal has greater significance in determining buying decisions and augmenting retail effectiveness.63

The regression analysis presented above includes shopping arousal (A pt r) being associated with products (p) at a given time (t) and retail environment (r) as dependent variables and factors generating shopping arousal as independent variables, as expressed below:

In the above equation, α is constant while β indicates the coefficients of various independent variables, including fashion advertisement (p a ), social status of the product (p s ), product experience (p ex ), brand image (p br ), celebrity endorsement (p ce ), price discounts (p pd ) and in-store ambience (p isa ), which stimulate shopping arousal. In the equation, ɛ is considered as an error term.

It can be seen from the results shown in Table 3 that buying decisions are influenced significantly by in-store arousal, product attractiveness, product experience and price discounts. Referrals by peers and family also influenced purchase intentions for fashion apparel and created shopping arousal toward fashion apparel. However, buying decision was found to be induced by the celebrity-tagged promotions and media communications on fashion apparel and accessories. Some previous research studies have used similar techniques to measure customer satisfaction and sales efficiency in a competitive market environment, and the measures used in this study are consistent with the methodology employed by earlier studies.64, 65, 66 The results presented in Table 3 reveal that purchase intentions for fashion apparel tend to increase during the leisure shopping season. Sales during this season are stimulated by store display and promotions as well as through a range of economic and relational incentives linked to products and services.

The proposed structural model is presented in Figure 2. This model incorporates the six linkages of constructs of the study to test the seven hypotheses on the store, brand, economic and cognitive factors affecting the purchase intentions of consumers toward fashion apparel. Conventional maximum likelihood estimation techniques were used to test the model.51, 67 The fit of the model was found satisfactory (χ 2=236.05, P<0.05; GFI=0.79; RMSEA=0.021; CFI=0.84; TLI=0.88; IFI=0.87), which suggests that the nomological network of relationships validates the hypotheses.68, 69 Accordingly, internal validity consists of three characteristics: content validity, criteria-related validity and construct validity.70

Figure 2
figure 2

 Interrelationship among factors influencing purchase intentions among consumers.Notes: μ=Factor loading and Var.=Variance. For details on A1–A17, please see Table 2.

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General discussion

This study was aimed at testing empirically some of the hypotheses in reference to the consumer behavior toward fashion apparel that has been driven by the short life cycle and impulsive decision-making process. One of the contributions of this research is the debate about the converging economic, cognitive and brand-related factors to induce purchase intentions. There are many factors that affect purchase intentions of consumers toward fashion apparel, and these have been discussed in support of the analytical model of the study. It has been observed that often the social and cultural values overpower the economic risks associated with buying fashion apparel. In addition, the work culture and family and peer environment also develop an inclination for fashion apparel among consumers. Hence, manufacturers of fashion brands focus their advertisements and promotions on building socio-cultural value of the brand while keeping prices high. This highly active strategy is a key element in sustaining competitive advantage in the fashion industry. These propositions have been discussed in Table 2 and are incorporated into the model shown in Figure 2. Accordingly, purchase intentions of consumers were analyzed as the principal construct, and it was found that economic factors, socio-cultural values, store and brand image, and point of sales promotions affect buying preferences.

The results of the study show a positive effect of store and brand preferences on developing purchase intentions for fashion apparel among consumers. As predicted, fashion apparel companies strengthen their ability to develop pro-brand consensus of customers and other retailers. In this process, fashion stores build the local image of global fashion brands and try to offer higher social values and lifestyle to consumers. These results also support the thesis of store image discussed by Liljander et al. 37 It was observed during the study that the store personality or image among consumers is considered as the way in which the store is defined in the shopper's mind, partly by its functional qualities and partly by an aura of cognitive attributes. In view of the results of the study, it can be argued that the brand performance derived from social values, economic advantages and lifestyle indicators depends on the ability to create a fashion movement in the market to acquire new consumers and inculcate satisfaction among those consumers who are open to change.

MANAGERIAL IMPLICATIONS

Shopping motivation is one of the key constructs of research on shopping behavior and exhibits a high relevance for formulating strategies for marketing fashion apparel. Managers of the firms engaged in fashion designing, advertising, brand promotion and retailing need to orient customers toward social, experiential and self-esteem aspects of fashion apparel, which could motivate consumers on pleasant, confident, value-based, and quality-led shopping for fashion apparel. The philosophy of fashion apparel retailing in urban markets should be transformed from self-reference criteri to value and lifestyle perceptions driven by peer and socio-cultural forces.

In view of increasing competition among fashion apparel, managers may choose to assist consumers in making dynamic shopping decisions by establishing a price--value relationship to affirm their purchase intentions. In addition, managers need to demonstrate this relationship through Web-based simulators. Fashion apparel may also attract the consumer on the multiple retail channels such as catalogues, websites and eBay. Multi-channel retailing outlets including catalogue and virtual outlets on the Internet offer quick product search, comparative data of product, price, promotion, availability and additional services to shoppers, and build shopping motivation. Managers can take advantage of the positive linkage between website design features and product search behavior by tracking online consumers’ expectations.

Managers of fashion stores must understand that shopping behavior among customers is governed by various decision platforms such as credit incentives, referrals and shopping motivations. Fashion brand should be able to develop platforms that successfully connect various customers through stores and celebrities. Arousal among young consumers plays a key role in buying decisions. A company may also need to consider emphasizing an integrated promotion strategy for new brands in reference to attributes, awareness, trial, availability and repeat principle. One of the challenges for the manager of a retail store is to enhance the in-store ambience to influence young consumers for prolonged stay in the store and explore the zone of experience of new products. An augmented and sustainable customer value builds loyalty toward the product and the brand. Systematically explored customer preferences and an arousal-driven retailing approach toward new products would be beneficial for a company to derive a long-term profit optimization strategy. This approach needs careful attention and the application of managerial judgment to generate consumer arousal. Retailing firms also need to develop suitable point of sales strategies for stimulating the buying decision. Appropriate promotional strategies considering the economic and relational variables discussed in the study may be developed by managers upon measuring the intensity of leisure shopping among consumers.

The promotional effects generated from various promotional programs may be monitored for longer periods of time and measured in reference to the long-term goals of the firms manufacturing fashion apparel and marketing. In addition, variability of promotional response in different retail markets, channels and outlets should be analyzed for making required modifications in the process of delivery of promotional programs to customers. Such a management strategy would allow for better promotional planning and marketing effectiveness. Fashion apparel retailers must expand aggressively into new markets, and once the retailing firms saturate markets with outlets, they can sustain their earnings and business growth by improving the product line and sales promotions. At times, fashion stores also need to alter their promotion, advertising and merchandising strategies to respond better to the preferences of potential customers. Thus, sales promotion programs should be strategically conceived considering long-term effects on volume of sales and building loyalty among customers.

The convergence of customer loyalty, value for money and competitive product advantages drives the loyalty of fashion brands and stores, at the retail point of purchase. Managers also need to measure periodically the buying potential of customers and propensity of spending on merchandise in retail stores to plan sales promotion programs effectively. The success of fashion apparel grows with customer satisfaction, brand value, repeat buying behavior and increase in the sales of products. The price and cognitive stigmas in shopping do not affect the success of fashion apparel.

CONCLUSION

This study discusses shoppers’ perceptions toward fashion apparel in reference to purchase motivations, socio-cultural value, and lifestyle, which mediate emotions and shopping behavior. Fashion-loving consumers typically patronize multi-channel retail outlets and fashion brands, and invest time and cost toward an advantageous product search. The study suggests that consumers with sustainable purchase intentions for fashion apparel are motivated to seek benefits of the store and brand-specific promotions and prices enhancing their shopping basket. The majority of shoppers rely on store patronage, brand value and building loyalty over time to continue benefits of the store and brand promotions. Shopping motivation, attributes of retailers and customer beliefs influence patronage behavior among shoppers. The discussions in the study also show that shopping arousal is largely driven by mall attractions, inter-personal influences, sales promotions and comparative gains among urban shoppers. Major factors that affect shopping arousal among fashion shoppers are simulation/trial facilities, brand reputation, personalization possibilities, and store attractiveness in reference to products and services, brand value and price.

The discussions in the study emphasize major factors affecting purchase intentions of consumers toward fashion apparel in reference to socio-cultural determinants and perceived values associated with the product. It has been observed in the study that the perceptions on product satisfaction and brand differences are the interdependent factors affecting the buying decision. However, one of the decision-intervening factors is the perceived impact of fashion apparel in society and among peers. As the arousal toward buying fashion apparel is largely driven by brand and store attractions, inter-personal influences, self-reference criterions and comparative gains, consumers also feel risk-averse and trapped in decision making.

LIMITATIONS OF THE STUDY

Like many other empirical studies, this research might also have some limitations in reference to sampling, data collection and generalization of the findings. The samples drawn for the study may not be enough to generalize the study results. The findings are limited to Mexican consumers and convenience sampling. Other limitations include the qualitative variables used in the study, which might have reflected on making some causal statements. However, future studies could avoid these limitations by using data from several countries, representative samples and additional variables.

FUTURE RESEARCH

This research study raises various arguments on consumer behavior for fashion apparel affected by socio-cultural and economic factors. It has been observed in the study that peer pressure had a strong influence on building purchase intentions for fashion apparel. Research studies on various themes of fashion marketing have been conducted over a long period, but scope remains for exploring the notion of fashion-oriented impulse buying in reference to ethnic fashion analyzing the relationship with consumer behavior and affective consumption factors such as fashion involvement. Future research can also to explore the emotional response for fashion products as a powerful antecedent to evaluations of the purchase and subsequent attitudes. Issues on measuring the impact of psychographic drivers and fashion addiction that leads to impulsive buying of fashion brand apparel are also significantly important for pursuing research on this subject. The triadic factors related to expenditure, hedonic pleasure and lifestyle can also be the future research directions. Future research studies may be focused on the determinants of buying decision including brand equity, social networking and exploring the bottom of the pyramid market segment for fashion apparel. There are not many empirical studies that have addressed these questions either in isolation or considering the interrelationship of the above factors. The determinants of shopping behavior analyzed in this study can be further explored in marketing fashion apparel broadly with the lifestyle centers, and studies may be directed toward shifting consumer behavior in rural areas.

Fashion apparel has a short life cycle. Hence, exploring the demand cycle might attract researchers to this area. The demand projections can be developed through econometric modeling as well as by analyzing the judgments obtained from purchase managers or other company experts. In addition, research on E-retailing of fashion apparel and accessories also appears to be a promising subject. E-retailing not only presents a fresh channel to market for existing players, but also enables a cost-effective route to fashion marketing for apparel as well as fashion accessories.