Uncovering Victoria's Secret: exploring women's luxury perceptions of intimate apparel and purchasing behaviour

Hume, Margee and Mills, Michael (2013) Uncovering Victoria's Secret: exploring women's luxury perceptions of intimate apparel and purchasing behaviour. Journal of Fashion Marketing and Management, 17 (4). pp. 460-485. ISSN 1361-2026


Purpose - Given an increasingly volatile and competitive fashion environment, the purpose of this paper is to qualitatively explore current consumer behaviour and psychological perspectives of luxury in women's undergarment fashion purchasing, with specific examination of whether this under-investigated area of discrete or inconspicuous fashion appraisal is consistent with other luxury purchases.
Design/methodology/approach - The study employs an interesting methodological approach using multiple qualitative techniques including research interviews, group forums and narrative capture, to investigate women's undergarment purchasing in a changing fashion environment in relation to the issues of branding, self-image, perceived self-image, motivational perspectives and consumer behaviour, as identified by 119 female consumers aged between 18-60.
Findings - This study supports in part previous research that indicated consumer behaviour is determined by the congruency between the consumer's self-image and the consumer's image of brands, although early research suggested this only applied to conspicuous products and social consumption. The current study confirms the self-image link in the area of inconspicuous fashion, and strongly relates inconspicuous products consumed privately to self-esteem and perceived sexy self.
Practical implications - The findings indicate that for intimate apparel marketing to be effective and credible, the marketed fashion items, and actions taken by designers, and retailers need to be consistent with the consumer's personal style, value perceptions, and self-image.
Originality/value - This research examines several neglected areas in fashion and consumption research, and contributes to our understanding of key motivational elements important in the consumption of inconspicuous fashion, and the relationship of self-image to inconspicuous consumption.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: © Emerald Group Publishing Limited. All content is the property of Emerald Group Publishing Limited and is protected by copyright and other intellectual property laws. Permanent restricted access to published version due to publisher copyright policy.
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 10 Sep 2013 22:45
Last Modified: 15 Jul 2014 00:59
Uncontrolled Keywords: luxury; branding; inconspicuous fashion consumption; undergarments; motivation
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
17 Psychology and Cognitive Sciences > 1701 Psychology > 170105 Gender Psychology
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150399 Business and Management not elsewhere classified
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.1108/JFMM-03-2013-0020
URI: http://eprints.usq.edu.au/id/eprint/23956

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