Consumer Behavior

Swapping Styles: An Exploration of Fashion Leadership, Brands, and Group Membership in the Context of Clothing Swaps

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Abstract

Past research on fashion consumer groups indicates that fashion leaders have a high need for uniqueness that motivates them to choose more novel offerings within the apparel product category (Tian, Bearden, & Hunter, 2001; Workman & Kidd, 2000). For these consumers, certain brands can signify specific meanings important to group identity and membership (Liu & Wang, 2008). The purpose of this study was to explore how consumers use clothing to identify themselves as fashion leaders and the role of brands in this process. To address this purpose, consumption behaviors of fashion leaders were examined within the clothing swap environment.

Keywords: group identification, brands, clothing swaps, Fashion leadership

How to Cite:

Matthews, D. R. & Hodges, N., (2013) “Swapping Styles: An Exploration of Fashion Leadership, Brands, and Group Membership in the Context of Clothing Swaps”, International Textile and Apparel Association Annual Conference Proceedings 70(1).