Hedonic customer responses to fast fashion and replicas

Miller, Karen (2013) Hedonic customer responses to fast fashion and replicas. Journal of Fashion Marketing and Management , 17 (2). pp. 160-174. ISSN 1361-2026


Purpose: Very little fast fashion literature focuses on pleasure-seeking activities or luxury-fast-fashion and the purpose of this paper is to start addressing these gaps from the perspective of the customer.
Design/methodology/approach: Over eight months, a naturalistic inquiry obtained publicly available online information from customers who during their normal daily lives freely shared their opinions and reflections about fast fashion purchases.
Findings: A clearly apparent and unexpected finding is that pleasure-seeking consumers enjoy creativity associated with ephemeral fashions and uniqueness, as these add value to the customer in different ways, depending on whether the customer is a fast fashion or a replica customer.
Research limitations/implications: This study is limited to the fast fashion context and lays the foundation for future researchers to consider other contexts of fashion or luxury brands to qualify or quantify the extent of pleasure seeking and its contribution to the fashion experience in the context of the designer, the fashion brand and the customer.
Practical implications: Developing fashion games or fashion applications that enable the user to create and design fashion items, or mix and match fashion items will reinforce enjoyment in the design experience and linking these to the brand should reinforce positive affirmations toward the fast fashion brand.
Originality/value: This paper takes a fresh approach to uncover and describe hedonic customer responses to replica and fast fashion, the results of which update fast fashion and the luxury brand literatures and demonstrate the importance of creativity in the experience.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: © Emerald Group Publishing Limited. Published version deposited in accordance with the copyright policy of the publisher.
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 08 Jul 2013 05:18
Last Modified: 14 Jul 2014 01:37
Uncontrolled Keywords: brand resilience; buyer behaviour; consumer research; fashion retailing; quick response retailing; quick fashion; brands; buyers; consumers; consumer behaviour
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
16 Studies in Human Society > 1608 Sociology > 160806 Social Theory
Socio-Economic Objective: B Economic Development > 86 Manufacturing > 8604 Leather Products, Fibre Processing and Textiles > 860401 Clothing
E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.1108/JFMM-10-2011-0072
URI: http://eprints.usq.edu.au/id/eprint/23628

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