Consumer Behavior

Understanding Consumers' Motives for and Reflections upon Participation in a Brand-Initiated Product Challenge: The wool& 100 Day Dress Challenge

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Abstract

This study explored female-identifying consumers’ experiences with the wool& 100-Day Dress Challenge, a brand-initiated wardrobe challenge offering a $100 wool& gift card for wearing the same wool& dress for 100 consecutive days. We interviewed 12 Challenge participants to examine participants’ motives, experiences with participating in wool&’s social media brand communities (SMBC), and lessons learned. Motivations included reducing decision fatigue, pursuing sustainable consumption, appreciating wool’s benefits, satisfying competitive drive, reaping financial incentives, and seeking body comfort. SMBC participation provided styling advice, emotional support, and a sense of community. Participants reported varied lessons learned and outcomes from Challenge participation, including engaging in mindful consumption, fashion minimalism, and enhanced self-confidence/body image. The study highlighted SMBCs’ role in fostering engagement and support. Future research can expand the sample to include more ethnic diversity, broadening insights.

Keywords: wardrobe challenge, voluntary simplicity, fashion minimalism, motives

How to Cite:

Paff, J. L., Diddi, S., Yan, R., Sung, J. & Olivieri, M., (2025) “Understanding Consumers' Motives for and Reflections upon Participation in a Brand-Initiated Product Challenge: The wool& 100 Day Dress Challenge”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18490