Antecedents and outcomes of fashion innovativeness in retailing

ABSTRACT

Challenging market conditions force the fashion industry to find new ways of introducing new products, adjusting and stimulating unplanned purchases within fashion stores. Fashion innovativeness and visual merchandising play a key role in this challenge. This study examines how fashion innovativeness is related to motivational factors for shopping and actual unplanned purchases in fashion retailing. It also investigates the moderating effect of visual merchandising on the relationship between fashion innovativeness and unplanned purchases. The data, obtained through a consumer survey, were analysed using factor analyses and structural equation modelling. The results show that fashion innovativeness is positively affected by sexual attraction, shopping for recreation, recognition enhancement, and aesthetic expression, and positively influences unplanned purchases. The link between fashion innovativeness and unplanned purchases is moderated by visual merchandising. This study also provides recommendations for retailers on increasing unplanned purchases in their stores using the concept of fashion innovativeness.

摘要

具有挑战性的市场条件迫使时尚行业寻找引进新产品的新方法，调整和激励时尚商店内的非计划的购买。时尚创新和视觉营销在这一挑战中起着关键作用。本研究探讨了时尚创新与时尚零售的购物动机和实际的非计划购买之间的关系。也研究了视觉营销对时尚创新与非计划购买之间的调节作用。通过消费者调查获得的数据用因子分析和结构方程模型进行了分析。结果表明，时尚创新对性吸引力，娱乐购物，认知度提升和审美表达有正向影响，并对非计划购买产生积极影响。时尚创新与非计划采购之间的联系受到视觉商品的影响。 这项研究还为零售商提供了使用时尚创新概念, 增加在他们的商店非计划购买的建议。

KEYWORDS:

• Fashion industry
• fashion innovativeness
• shopping motivations
• visual merchandising
• unplanned fashion purchases

关键词:

• 时尚产业
• 时尚创新
• 购物动机
• 视觉营销
• 非计划的时尚购买

Disclosure statement

No potential conflict of interest was reported by the authors.