Antecedents and outcomes of fashion innovativeness in retailing

Ivan-Damir Anić, Mirela Mihić and Ivana Kursan Milaković

The Service Industries Journal, 2018, vol. 38, issue 9-10, 543-560

Abstract: Challenging market conditions force the fashion industry to find new ways of introducing new products, adjusting and stimulating unplanned purchases within fashion stores. Fashion innovativeness and visual merchandising play a key role in this challenge. This study examines how fashion innovativeness is related to motivational factors for shopping and actual unplanned purchases in fashion retailing. It also investigates the moderating effect of visual merchandising on the relationship between fashion innovativeness and unplanned purchases. The data, obtained through a consumer survey, were analysed using factor analyses and structural equation modelling. The results show that fashion innovativeness is positively affected by sexual attraction, shopping for recreation, recognition enhancement, and aesthetic expression, and positively influences unplanned purchases. The link between fashion innovativeness and unplanned purchases is moderated by visual merchandising. This study also provides recommendations for retailers on increasing unplanned purchases in their stores using the concept of fashion innovativeness.

Date: 2018
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DOI: 10.1080/02642069.2017.1408799

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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