Novelty seeking as driving factor for fashion apparel innovators: A qualitative investigation

Farrah Zeba and Shirshendu Ganguli

Journal of Global Fashion Marketing, 2019, vol. 10, issue 3, 246-266

Abstract: The objective of the paper is to comprehend the parsimoniously explored phenomenon of novelty seeking in the fashion apparel consumption through the lived experiences of fashion apparel innovators in the context of adult career women of emerging market. Interpretive phenomenological analysis is used to explicate consumers’ everyday lived experiences of fashion apparel consumption. Based on the interpretation of the findings of the qualitative data, we endeavored to conceptualize novelty seeking as a multidimensional second-order construct comprising of four main dimensions of themes with three subdimensions viz. sensory appeal (Fairy tale experience, Stress anecdote, Self-confidence booster), finding the niche (Idiosyncratic attire, Self-expressing through clothing, Red carpet dress), clothes-aholic (Hoarding of the clothes, Ever lacking wardrobe, Impulse clothes purchase), and socially bound (Varied persona, First impression, Balancing effect). The conceptualization encapsulates how novelty seeking is driving innovative behavior in fashion apparel context. Novelty seeking is an interdisciplinary concept. Apart from psychology domain, several studies have been conducted across various industries in the consumer behavior domain, especially in tourism, hi-tech products, and telecom. However, in-depth research on novelty seeking in fashion industry is limited. Value of this article lies in developing a theoretical base of novelty seeking in fashion industry through lived experiences of consumers in emerging market.

Date: 2019
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DOI: 10.1080/20932685.2019.1611463

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