Fashion Consumption

This book offers an interdisciplinary exploration of consumer behaviour in the fashion industry and the factors driving consumer decision-making. Divided into four key themes, international contributors at the forefront of fashion and consumer insight investigate the cultural evolution and attributes of fashion consumption, the individual characteristics of consumers that influence the purchase of fashion garments, online fashion behaviours and the emergence of second-hand shopping and sustainability on fashion choices. Chapters explore the use of fashion as an extension of self, the role of augmented reality as well as the impact that ideological shifts, such as veganism, have on fashion consumption. This book will be an essential resource for scholars across fashion, consumer psychology and marketing. It will also appeal to students pursuing advanced courses in fashion.

Cathrine V. Jansson-Boyd is a consumer psychologist with over 20 years of experience conducting research to understand how consumers think and act.

1. Introduction Part I - Cultural Influences 2. From Hollywood Icons to Hashtags: How Fashion Consumption Has Evolved from the 19th to the 21st Century 3. Who Wears the Trousers? The Psychology of Gender and Fashion Part II - Individualism 4. To Be a Not to Be, To Buy or Not to Buy 5. Fashion Consumption, Identity and the Marketing System 6. A Conceptual Exploration of Why We Embrace Discomfort in Fashion Choices 7. Tactile Information and How it Affects Apparel Perception Part III - The Digital Clothing Market 8. Phygital Fashion: How We Really Shop 9. From Hype to Habit: How AR, VR and Immersive Tech Reshape Fashion Consumer Behaviour Part IV - Fashion Matters 10. Redefining Luxury: Millennials' Affects on Second-Hand Fashion and the Circular Economy 11. The Impacts of Veganism on Material Meaning, Fashion Use and Fashion Consumption 12. Seeing Interconnected Cycles