Consumer Behavior in Fashion Marketing
Summary
Consumer behaviour in fashion marketing encompasses the multifaceted processes through which individuals select, purchase, use and dispose of clothing and related accessories. Research in this domain integrates psychological, sociocultural, economic and technological perspectives to explain how motivations—ranging from self-expression and social belonging to status signalling—interact with external stimuli such as marketing communications, cultural norms and digital innovations. Theoretical approaches include the stimulus–organism–response framework to map environmental cues to emotional and cognitive responses, and the technology acceptance model to examine consumer engagement with online platforms and virtual tools. Recent emphasis on sustainability has expanded the focus to include eco-consciousness and ethical consumption, while investigations of materialism and fashion involvement reveal the extent to which personal values drive consumption frequency and brand loyalty. The proliferation of e-commerce, social media and immersive virtual experiences has transformed traditional retail patterns, enabling segmentation by fashion interest and digital innovativeness. Understanding these dynamics is critical for global brands and independent labels alike, informing strategies for targeted communication, product design and supply chain transparency. Practical applications range from curated second-hand luxury offerings and virtual wardrobe apps to risk-aware campaigns that balance aspirational imagery with health considerations. By bridging academic rigour with actionable insights, current research emphasises the interplay of affective, cognitive and contextual factors that shape consumer decision-making in an increasingly interconnected fashion ecosystem.
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Consumer Behavior in Fashion Marketing publication trend
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Technical terms
Stimulus–Organism–Response (S-O-R) framework: Model describing how environmental stimuli elicit internal cognitive and emotional processes that lead to behavioural responses.
Technology Acceptance Model (TAM): Theoretical framework explaining how perceived usefulness and ease of use determine technology adoption.
Perceived Benefit: Consumer’s assessment of the positive outcomes expected from a product or behaviour.
Perceived Risk: Consumer’s evaluation of the potential negative consequences associated with a product or behaviour.
Virtual Wardrobe: Digital platform enabling users to catalogue, coordinate and receive recommendations for their clothing items.
References
- Unlocking the motivations behind vintage luxury desire. Spanish Journal of Marketing - ESIC (2024).
- Who Uses Virtual Wardrobes? Investigating the Role of Consumer Traits in the Intention to Adopt Virtual Wardrobes. Sustainability (2022).
- To die for: attractiveness, fashion, and health risks. Fashion and Textiles (2023).
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