Purchasing Behaviour Associated with Fashion Clothing - Research Paper Example

Purchasing Behaviour Associated with Fashion Clothing Table of Contents Table of Contents 0 Abstract 2 1 Introduction and Background 3 1.1 Importance of the research 3 1.2 Scope 3 1.3 Research problem/question 4 1.4 Aims and Objectives of the study 4 2 Method 4 2.1 Methodological considerations and assumptions 4 2.2 Sample considerations 5 2.3 Data collection and framework, and analytical considerations 5 3 Ethical considerations 6 4 Analysis 6 4.1 Detailed description of analysis undertaken and explanation of why 6 5 Findings and Recommendations 7 5.1 Types of clothing that consumers perceive to be fashionable and unfashionable 7 5.2 Why consumers perceive some clothing as fashionable and others as unfashionable 7 5.3 Societal values that influence and lead to purchases of fashion clothing 7 5.4 Motives which influence consumers to purchase fashion clothing 8 5.5 Fashion clothing purchasing behaviour 8 6 Limitation 8 References 10 Appendices 11 Abstract The aim of this study was to find out and determine the purchasing behaviour associated with fashion clothing. Exploratory research approach was used with thematic analysis employed to analyze the qualitative data information. The research study established that black leather handbags, cropped tops, collared t shirts and dressy shirt are perceived to be fashionable, while track suits pants, old unflattering clothes and one piece dress are perceived to be unfashionable. Consumers perceive that fashionable clothing is more expensive but of high quality, while low priced clothing is of low quality and unfashionable. The most common sources of information about fashion clothing for most consumers include the internet, magazines and TV shows. In general, most consumers would want to wear fashionable clothing like designer clothing, however, financial constraints do not allow them because such fashionable clothing are usually highly priced. 1 Introduction and Background 1.1 Importance of the research Market surveys usually target a selected sample of the population. This is because sampling is more convenient, reliable and less costly. However, in order to carry out a given survey effectively, proper preparation should be done. These may include the design and preparation of survey questionnaires, identification of the target population, clear identification of the sampling frame to be used and carrying out other logistical evaluations that will ensure a successful survey (Creswell, 2007). In this case study, the research conducted aimed to establish the purchasing behaviour associated with fashion clothing. The approach used for the study is majorly exploratory research, a study approach which seeks to provide details and insights of a problem or situation with little and scanty information known to exist. This research study is of great significance. This is because it seeks to identify and establish the consumer behaviour associated with fashion clothing. Consequently, the stakeholders in the fashion clothing industry can make use of the established consumer purchasing behaviour to identify and choose the best marketing approach to employ when marketing their products. In addition, the drivers of consumer purchasing behaviour associated with the fashion clothing in the different market segments can be established from the study. Subsequently, this would enable the application of effective marketing strategies of the fashion clothing in the respective market segments. 1.2 Scope In this case study, exploratory research was employed with the aim of providing answers to the research questions, which relate to consumer purchasing behaviour associated with fashion clothing. This includes the qualitative data analysis of the information collected from four sampled respondents interviewed during the market survey. Therefore, this research study aims to mainly establish the consumer behaviour associated with fashion clothing through the analysis of the qualitative data collected from respondents during the market survey and subsequently recommend the best marketing approach to employ in the fashion clothing industry. 1.3 Research problem/question Consumer purchasing behaviour is the most critical element during the determination of the effective marketing strategies to employ in different market segments. Typically, business organizations try to have regular customers delighted by the services and products offered. Therefore, consumer purchasing behaviour has a pivotal responsibility in helping business organizations identify the consumer preferences and subsequently establish the desired customer satisfaction. The study seeks to establish the consumer purchasing behaviour associated with fashion clothing. However, the consumer purchasing behaviour varies among the different market segments. 1.4 Aims and Objectives of the study The major objective of the study is to establish the purchasing behaviour associated with fashion clothing. The specific objectives include; a) To identify the types of clothing that consumers perceive to be fashionable and unfashionable. b) To identify reasons why consumers perceive some of the clothing as fashionable and others as unfashionable. c) To understand the societal values that influence and lead to purchases of fashion clothing. d) To identify the motives which influence the consumers to purchase fashion clothing. e) To understand the fashion clothing purchasing behaviour. 2 Method 2.1 Methodological considerations and assumptions In this research study, exploratory research approach. This approach is mainly used and appropriate in instances where a given problem needs to be more precisely defined, suitable courses of action determined, and relevant hypotheses formulated. Therefore, the characteristics of exploratory research study include open-ended research questions, versatility and flexibility. The researchers using exploratory research design seek to explore the given problem or situation without necessarily having a pre-structured design to conduct the study. Therefore, the main objective of the exploratory design is to derive general information of the data since little information is known about it. The research methods employed in exploratory research include the use of secondary data, pilot surveys, and opinion surveys from experts. Exploratory research is usually qualitative in nature; therefore, the research data is normally analyzed qualitatively. 2.2 Sample considerations In this study, to provide answers to the research questions, which relate to consumer purchasing behaviour associated with fashion clothing, exploratory research was employed. The sample used includes interview responses from four respondents randomly selected from all the respondents who were interviewed during the market survey. Subsequently, qualitative data analysis of the information collected from the four sampled respondents was conducted. Exploratory approach was used to identify the drivers of the purchasing behaviour of fashion and subsequently provide answers to the research questions. The exploratory research approach is the most appropriate approach to use in this case study given the qualitative nature of the information being analyzed and the objectives that the research study seeks to attain. 2.3 Data collection and framework, and analytical considerations The data used for the analysis was collected by conducting interviews with the respondents selected by the interviewer. The respondents selected to be interviewed needed to be 18 years and above. Furthermore, each of the interviews conducted had to be recorded to enable the subsequent transcription of the interview. Questions asked during the interview had been pre-designed so as to enable the respondents provide the information that would enable the researchers to adequately answer the research question and attain the set objectives of this research study. Subsequently, four interview transcripts were selected to be used in the exploratory research and thematic analysis of the information collected from the respondents. 3 Ethical considerations In market research, ethical considerations are of great importance and contribute significantly towards the accuracy and validity of the data collected in market surveys. In this research study, all the respondents that were interviewed had to be 18 years of age and above. In addition, the respondents were required to complete and sign ethical clearance form, which assured the respondents that the information they provide would be treated confidentially and would not be used to personally identify them in any forum or publication. Such measures of ethical consideration are quite important, since they reassure and give confidence to the respondents, who are thereof likely to provide valid and accurate information. 4 Analysis 4.1 Detailed description of analysis undertaken and explanation of why Thematic analysis approach was used to analyze the information provided by the respondents in the selected four interview transcripts. Thematic analysis is an analytical approach which involves data reduction (Braun & Clarke, 2006). The qualitative data being analyzed are segmented and reconstructed so as to capture the important themes and concepts within the data set. Hence, thematic analysis is basically a descriptive strategy which facilitates the search and identification of patterns of information within a qualitative data set. In this study, the themes identified included the types of fashionable and unfashionable clothing, consumer perception, societal values and motives that influence the consumers to purchase fashion clothing. Typically, consumers perceive different types of clothing as fashionable or unfashionable. As expected this was also established from the analysis of the qualitative data from the four interview transcripts. Black leather handbags, cropped tops, collared t shirts and dressy shirt are perceived to be fashionable while track suits pants, old unflattering clothes and one piece dress are perceived to be unfashionable. In addition, the fashionable clothing are usually considered to be more expensive even though some consumers still believe that fashionable clothing are not necessarily expensive since they could find the affordable fashionable clothing in some stores. Nevertheless, the general consumer perception is that low priced clothing is of low quality and unfashionable. The most common sources of information about clothing for most consumers include the internet, magazines and TV shows. However, in spite of the great influence of the media on what consumer perceive to be fashionable or unfashionable, most consumers complement the trendy fashion as portrayed in the media with their own personal style. Furthermore, most of the consumers feel that it is important that people like their clothing. This is mainly because it makes them feel confident and appreciated. In general, most consumers would want to wear fashionable clothing like designer clothing, however, financial constraints limit them since such fashionable and designer clothing are usually quite expensive. 5 Findings and Recommendations 5.1 Types of clothing that consumers perceive to be fashionable and unfashionable Based on the findings of this study, black leather handbags, cropped tops, collared t shirts and dressy shirt are perceived to be fashionable clothing. On the other hand, track suits pants, old unflattering clothes and one piece dress are perceived to be unfashionable. Generally, expensive clothing is perceived to be fashionable while cheap and low priced clothing are considered as low quality and unfashionable. 5.2 Why consumers perceive some clothing as fashionable and others as unfashionable The media significantly influences the consumers on their perception of fashionable and unfashionable clothing. Therefore, most consumers would perceive the clothing trending most in social networks and fashion magazines to be fashionable clothing. Other attributes that shape the perception of consumers in relation to fashion clothing include the quality and the price value of clothing. High quality and expensive clothing is perceived to be fashionable, while low quality and cheap clothing is perceived to be unfashionable. Therefore, to attract more customers for their products, managers should ensure that their products are and perceived to be of good quality and reasonably priced. 5.3 Societal values that influence and lead to purchases of fashion clothing One of the main societal values that influence consumers to purchase fashion clothing is the importance attached when other people like their clothing. This is mainly because it makes them feel confident and appreciated. In addition, fashion clothing gives the impression that one has money and also a good sense of fashion. Therefore, the most common sources of information about fashion clothing for consumers include the internet, magazines and TV shows. This is mainly because the media tend to often portray what consumers perceive to be fashionable or unfashionable. Hence, fashion magazines, TV shows and the internet are effective marketing channels that managers should consider using to market fashion clothing. 5.4 Motives which influence consumers to purchase fashion clothing There are several motives that influence the purchase of fashion clothing. Most consumers feel that age and lifestyle are the major motivating factors in purchasing of fashion clothing. This is because dressing code great influences the impression of other people towards a person. Female consumers feel that nicely done long hair make them feel feminine while male consumers feel that suits and collared shirts make them feel masculine. Therefore, managers should endeavor to market products tailored for the varied consumer preferences using segmentation marketing approach. 5.5 Fashion clothing purchasing behaviour As established, most consumers would want to wear fashionable clothing like designer clothing. However, financial constraints in most cases would not allow the consumers to purchase such fashionable clothing. This is because the fashionable and designer clothing are typically expensive. Therefore, to increase sales, managers should employ appropriate pricing strategies of fashionable clothing so that it can also be afforded by more consumers in the market. 6 Limitation The data information used in this study is adequately accurate and valid. Nevertheless, the sample size used for the analysis is quite small. Therefore, to increase the reliability of the results and findings of the study, a larger sample size of respondents should be used. In this study, exploratory research was used. Therefore, the study focused majorly on the qualitative aspects related to purchasing behaviour of fashion clothing. However, the application of the other research methodologies such as quantitative research would enable the establishment of the extent to which the identified factors influence the purchasing behaviour in fashion clothing. References Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology. Caruana, A. (2002). The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828. Colgate, M, Stewart, K, & Kinsella, R. (2006). Customer defection: a study of the student market in Ireland. International Journal of Bank Marketing, 14(3), 23-29. Creswell, J. (2007). Qualitative Inquiry & Research Design: Choosing Among Five Approaches. Thousand Oaks, CA: Sage Publications, Ladhari, R, Nyeck, Pons, Morales (2002). Customer loyalty and customer service, Journal of Financial Services Marketing, 6(2), 6-8. Levesque, T J & McDougall, G H. (2003). Managing customer satisfaction: the nature of service problems and customer exit, voice and loyalty. Asia Pacific Journal of Quality Management, 2(2), 40-58. Sureshchandar, G. S, Rajendran, C & Anantharaman, R. N. (2002). Determinants of customer-perceived service quality: a confirmatory factor analysis approach. Journal of Services Marketing, 16(1), 9-34. Teich, I. (2007). Holding on to customers: the bottom-line benefits of relationship building. Bank Marketing, 29(2), 12-13. Appendices a) Interview transcripts I. Survey Data Created: 2013-08-12 15:17:06 Interviewer Student Number: n8385254 Respondent Age: 19 Respondent Gender: Female Interviewer: Can you think of any types clothing products that you consider to be fashionable or unfashionable? why? Respondent: Unfashionable – Black milk tights, tracksuit pants, swag clothing, denim shorts with the pockets showing at the bottom. Fashionable – plain black leather handbags with gold hand wear Interviewer: Are any particular brands that are more fashionable than others? Any example to compare? Respondent: Chanel, Givenchy, Elie Saab, Seed Country Road, Zara, YSL, Interviewer: What about unfashionable? Why? And brands or products? Respondent: Black Milk – overhyped, unflattering clothing Supre - cheap, badly made clothing Interviewer: [choose a category of clothing or brand that the respondent has mentioned as fashionable and unfashionable] Please explain why you think [example A] is fashionable and [example B] is unfashionable. Respondent: Example A – Chanel Example B – Black Milk Chanel gibes a feel of luxury and exclusiveness where black milk is worn by a lot of people even thought their product looks bad on most of them. Interviewer: Can you explain to me what you think makes these clothing products fashionable or not? Respondent: Good quality products, exclusiveness, not, everyone will be wearing the same thing. Interviewer: Where do you get information about your clothing? Respondent: The internet, fashion blogs, magazines – vouge, Frankie, harper’s bazaar Interviewer: How important is it that other people like you clothing? Respondent: Fairly important, will be more confident and inspire if peers like. Interviewer: What do clothes say about a man/woman? Respondent: How much they care about themselves Interviewer: What annoys you about the appearance of other men/women? Respondent: When other females wear clothing that looks cheap and unclassy and when males don’t put any effort into their appearance. Interviewer: To what extend do the media influence the way you dress? Which media in particular? Respondent: What is considered trendy by some people my age/younger than me does not really interest me I am more influenced by fashion bloggers/my own personal style. Interviewer: Do you think that men/women of different ages should dress differently? Respondent: To some extent, people should dress to suit their lifestyle someone older who works everyday should dress to suit that where as someone who has less responsibilities and doesn’t need clothing be as ‘practical’ should dress to suit their own thing. Interviewer: What makes you feel happy about your appearance? Respondent: Makeup, new hair style Interviewer: What makes you feel unhappy about your appearance? Respondent: Relying on the opinions of others Interviewer: What makes you feel feminine/masculine? Respondent: Makeup, having long hair, handbags Interviewer: To what extent to you buy and wear designer clothes? Respondent: When I was more able to afford expensive designer brands it was often, on a uni student budget it is a lot harder to afford clothing, so hardly at all. Interviewer: Do you ever avoid buying designer clothes? Respondent: I don’t want to, but money is a major factor when purchasing clothing and accessories Interviewer: Is there anything else you would like to add that you think might be helpful in understanding fashion purchase behaviour? Respondent: understand what your needs is before you purchase. II. Survey Data Created: 2013-08-04 19:51:39 Interviewer Student Number: n8288631 Respondent Age: 23 Respondent Gender: Female Interviewer: Thank you for agreeing to participate in this interview today taking place on Sunday 4 August 2013, to discuss your feelings towards fashion products and fashion purchasing behaviour. 
Just letting you know before we start today that there are no right or wrong answers to the questions that we will discuss. I am just interested in your opinions and experiences. 
This is a completely confidential conversation. Your name will not be linked to your responses and your details will not be used for any other purpose by the Queensland University of Technology. Today’s process involves an interview to discuss your opinions and feelings about fashion clothing products and the clothing products that you purchase. I expect that the complete process will take approximately 30 to 45 minutes. Is this time frame okay? Respondent: Yes, that’s fine Interviewer: Today I will be recording the interview, so that I can transcribe the conversation for analysis purposes. Do I have your consent for this? Respondent: Yes Interviewer: Are you over 18 years of age? Respondent: Yes, I’m 23 Interviewer: I also require you to complete the ethical clearance form (provide form to respondent). Respondent: Okay sure, no problems (signs form) Interviewer: (Starts to speak while client signs form) The ethical clearance form that you’re signing outlines that the research team will treat your information and your details confidentially and that any information discussed here today will not be used to personally identify you in any publications or conference discussions. Respondent: Great, thank you. Interviewer: Okay, today the questions are broken up into each section with different objectives for each set of questions. I will let you know what each objective is as we get to the section. This is just to help clarify and make clear the intent of the questions. If at any time you need me to repeat the question, further elaborate or clarify something please stop me. So to begin I will just tell you the objective of section one, it is; to identity which types of clothing consumers perceive as fashionable and unfashionable. Respondent: Okay Interviewer: Can you think of any types of clothing products that you consider being fashionable or unfashionable? Respondent: Clothes I think are fashionable at the moment seem to be baggy jeans on girls, cropped tops, jump suits, umm white converses. I guess anything you just see a lot of at the moment. I guess unfashionable things would be stuff that is old or unflattering. Interviewer: How can you tell some ones clothes are old? Could you further explain what you perceive as unflattering? Respondent: Okay, well I can tell some ones clothes are old if they look dirty or worn or faded. I’m not the kind of person that can tell every brand by looking at them but I can tell when clothes are old. I guess unflattering is just when people wear clothes that are too small for them. There is nothing more unfashionable than when a girl is walking around half naked. Interviewer: Are there any particular brands that are more fashionable than others? Respondent: Yeah definitely! You always have your more expensive brands such as Sass and Bide, Zimmerman and Camilla that will always be considered fashionable. I think it depends on popularity. Places like Elizabeth Arcade, General Pants, Sportsgirl, Universal all have fashionable clothes even though they are not as expensive. Interviewer: What about unfashionable brands are there some that are more unfashionable than others? Respondent: I guess, um. I actually don’t know. I guess things that look bad on people. Places from your big discount stores usually seem to be more unfashionable. Interviewer: Could you please give me an example of a big discount store? Respondent: Umm, Best and Less, K-Mart, Big W and Target. Interviewer: When you say Best and Less, K-Mart and so on what are you comparing them to? Respondent: Well you have stores like Cotton On, Valley Girl and Tempt that are all still really cheap but they are still a brand you identify with clothing and fashion. The others you don’t really put as a fashion brand. Interviewer: Thank you. Now we will move onto Section Two. The objective of Section Two is to identify why consumers perceive some clothing as fashionable and other clothing as unfashionable. Is this objective clear? Respondent: Yep, sure I get it. Interviewer: Please explain why you think Sass and Bide and Zimmerman are fashionable and Best and Less and K-Mart are unfashionable? Respondent: Well a brand as established as Sass and Bide is recognized worldwide. The clothes have their own individual traits and the brand is easily recognizable for its quality and design. Women around the world love it. You can see Sass and Bide in magazines, on celebrities and also on yourself. It is popular because every day people can wear it. So I guess because it can reach the masses and still be too exclusive. I would say Best and Less is unfashionable because it gets no recognition. You don’t go to Best and Less for its quality of clothing or its design, you go because it is cheap. Interviewer: When you say Sass and Bide is not too exclusive what do you mean? Respondent: Well with some fashionable brands you basically only see them on the red carpet and in magazines. When you see celebrities in them you don’t even both looking them up because you know they will be just too expensive. Sass and Bide is different because you can see them everywhere but you also can purchase them from Myer and David Jones, and although they can be quite expensive they are still achievable. So I guess it is exclusive in the way that not every person can afford to go and buy it every week but the difference is with some saving or for something special you can still get it. Interviewer: Can you explain to me what you think makes these clothing products fashionable or not? Respondent: I would say a big thing is recognition from magazines, online blogs and other designers. Also clothing such as Sass and Bide that is not so easy to get, and you can’t always afford it makes it more desirable. Interviewer: What do you mean by recognition? Respondent: Well when a magazine publishes an editorial about the designer or something. When you look online at a blog or in a magazine and see a big spread with all those clothes it is usually picked by people who are qualified in the fashion industry so you usually trust their judgment. Interviewer: Thank you for those answers. Continuing on to section three the next objective is to understand societal values that lead to fashion clothing purchases. Is this a clear objective? Respondent: Yes Interviewer: Where do you get information about your clothing? Respondent: I usually get my information now online. Usually through Facebook and Instagram. Interviewer: Are Facebook and Instagram the only places online you get the information? Respondent: Yeah I don’t really go onto safari and type in a webpage. I’ll look through instagram or Facebook and if there is a link I sometimes follow it. 
 Interviewer: How important is it that other people like your clothing? Respondent: I wouldn’t say it is that important that people like my clothing. I care more about that people know I have put effort into my appearance. I may not like some ones clothes but I can still think they look nice. I have an appreciation for style. Everyone has their own style and own things they like to wear so I care more about if people can appreciate that. Interviewer: What do clothes say about a man or woman? Respondent: I think you can kind of tell if they care about material things. I mean I care about having well-kept, clean clothes but I’m not materialistic. I just like to have nice clothes and nice things. I guess you can tell that they may have money or the money they do have they like to spend on clothing. Interviewer: What do you mean by they like having material things? Respondent: Well some of my friends only shop at op-shops because they can’t justify spending money on clothes. However when they buy second hand clothes they make sure they are of good quality. I think though you can see someone who has on really expensive brands and materials and know that they value that like that is important to them. Interviewer: What annoys you about the appearance of other men or women? Respondent: Haha um, I don’t really take much notice or get annoyed. I guess if I had to say something just people not taking care of themselves. I don’t like seeing people who dress in a new trend just because they think it’s cool but it doesn’t actually look good on them. So I guess yeah I would say just people who follow a trend to fit in. Interviewer: Are there any particular trends you have in mind? Respondent: Not exactly but just when any new trend comes out it seems to flood Brisbane. Interviewer: To what extent does the media influence the way you dress? Which media in particular? Respondent: The media influences me in the way that I see my clothes via it. I see most clothing online now. I’m a uni student so I’m on my laptop a fair bit, or my phone on Facebook or Instagram so when brands advertise that way I usually pay attention. Interviewer: Thank you for your answers to that section. Moving on to section four now. The objective for this section is to identify motives that influence consumers to purchase fashion clothing. Is this a clear objective? Respondent: Yeah Interviewer: Do you think that men or women of different ages should dress differently? Respondent: I think people should just wear what makes them happy. I do think there are things that are appropriate and gender focused. I think people should just dress in what flatters them and suits their body shape. Interviewer: What makes you feel happy about your appearance? Respondent: Haha (respondent laughs), um I don’t really know. I guess I’m happy when people compliment me. It is nice to hear people say something nice when I have put effort in. That does make me happy Interviewer: What particular compliments make you happy? Respondent: Well if I have gone out and bought a new outfit, had my hair done, done my make up nice and people notice and say it looks good it feels nice. It is always nice when people appreciate effort you put in even when the effort is to yourself. Interviewer: What makes you feel unhappy about your appearance? Respondent: I guess comparison. You know when you look at another girl and they have a perfect body or something. I feel lousy when I had skin breakouts or feel a bit bloated. That’s the same for most females though haha (respondent laughs). Interviewer: What makes you feel feminine? Respondent: When I have my hair freshly done, nice make up on. I’m not a girly girl. I don’t really wear dresses and heels or anything like that. But when I have a nice outfit on I feel really feminine. Interviewer: Thank you that is the end of section four. Now for the final section, section five. The final objective is to understand fashion clothing purchase behaviours. Is this clear to you so that we can continue? Respondent: Yes Interviewer: To what extent to you buy and wear designer clothes? Respondent: I don’t buy them often. When I buy clothes it isn’t usually based on the designer but what it is. If I see something I like I will spend the money on it. So I would say rarely. The designer stuff I have bought I usually only wear for special things. Interviewer: What classifies as a special thing? Respondent: Weddings, birthdays any nice occasion. I wouldn’t go and buy something designer or expensive just for a night out. Interviewer: Do you ever avoid buying designer clothes? Respondent: Yeah heaps. I’m a uni student so I can’t always justify spending a lot of money on clothes. I don’t really get why some girls live and breathe designer clothing. I usually find alternatives and the style I wear I can usually find cheaper items. I spend the money on good quality things, real fur, leather and stuff like that. Interviewer: Is there anything else you would like to add that you think might be helpful in understanding fashion purchase behaviour? Respondent: I think the social group you are a part of shapes a lot of fashion purchasing behavior of people. I have girlfriends who are all into brands and their immediate group all buy the same designers, other friends only shop at op shops, some friends only buy vintage designers, other friends just go to retail chain stores like General Pants, Sportsgirl. So yeah I guess which social demographic you’re in shapes it a lot. Interviewer: When you say social groups do you think purchasing behavior changes with age? Respondent: Definitely. Some people grow up in a social group where the norm is to wear designer. Some people grow up in a social group where the norm is to by vintage clothing or second hand items. With age you have more money and more freedom. I think when I was a kid me and all of my friends were wearing K-Mart and Target which is what I called unfashionable before. I know we wore this but because our parents were buying it for us and there are more important things to spend your income on. I know with my freedom and earning my own wage I see more important things I would spend my money on. I would rather travel rather than wear designer clothes. Interviewer: Okay so that concludes our interview today. Thank you for your time it is really appreciated. Your answers will be treated confidentially and appropriately. Enjoy your day. III. Survey Data Created: 2013-08-05 11:09:27 Interviewer Student Number: n8873577 Respondent Age: 18 Respondent Gender: Male Interviewer: Can you think of any types of clothing products that you consider to be fashionable or unfashionable? Respondent: I quite like chinos, oh and I think jeans are a good standard piece of clothing. I don't like all your big brands, like Billabong and Rusty etcetera. I see them all and they're all pretty ‘grommet-y’. Interviewer: So brands like Billabong and Rusty, they're not as stylish as you'd like to be perceived? Respondent: Yeah exactly, they’re just really for younger people and I don’t like the brands, I think the older I get, I want to get rid of those brand names. Interviewer: So you'd like your wardrobe to reflect your maturity and age? Respondent: Yes. Interviewer: Are there any other clothing products that you're currently into? Respondent: Collared shirts, like polo's and dressy shirts. Interviewer: Are any particular brands that are more fashionable than others? Respondent: Yes. Interviewer: Could you please give me an example? Respondent: Well Hugo Boss is better than Billabong! Interviewer: Why do you think this is the case? Respondent: Well, they're a lot better quality I think! Like, their image is a lot more of a higher quality. Interviewer: Is there anything else that makes them appear more fashionable? Respondent: I think because all the guys seen on Hugo Boss advertisements are kind of seen as more powerful and alluring than a surfer dude off Billabong. It's also more high-end and worldwide I believe? Interviewer: Now are there any brands which are unfashionable? Respondent: Rivers, because everything is seen as pretty cheap – you walk in there and you get offered with 3 shirts for $10 and yeah that's a good price I guess, but no one wants that, it just shouts 'low quality', you want to look good and feel like you’re wearing good clothes. I guess because I’m not super poor so I don’t have to go for the cheap stuff and that's why it could seem unfashionable and bad. Interviewer: So when fashion is priced low, you perceive it to be of a low quality? Respondent: Yeah because if something is really cheap you assume that it’s going to break or rip easily – you think you pay for what you get generally. Saying that, it's not necessarily unfashionable just because it is cheap. Interviewer: Please explain why you think Hugo Boss (favoured) is fashionable and Billabong (unfavoured) is unfashionable. Respondent: I think in my opinion, Hugo Boss looks better and doesn’t flash out at you – but like take someone wearing Billabong, there’s bright pictures flying at you and slang logos and the word Billabong scattered on all the clothing and is all out there, and I think the higher quality products is more focused on the quality and style instead of the clothing. Like, Billabong shirts are self-advertising and good products don't have to do that, in my opinion. Interviewer: Are there any other brands or styles which appeal to you [apart from HUGO BOSS] Respondent: I actually buy a lot of clothing from eBay like general V-necks, t-shirts and basic items that shouldn’t be too expensive, without brand names. I wear a lot of Roger David clothing. Interviewer: Alright. Can you explain to me what you think makes these clothing products fashionable or not? Is it the actual style of the garment like the V-neck trend or the chino trend or is it more the classy brand name - because you mentioned some of your clothing is actually without a brand name? Respondent: I like the stylish brand names with class behind them but I don’t like the brand names that are not classy. Roger David and similar stores like Tarocash - to me has some class and releases trends that appeal to me, and is more expensive and a bit more upper class than Billabong. So brand name is important to me. That being said, yeah, if there’s a type of clothing that doesn’t have to be of a brand to look alright – like your average v-neck tee – then brand names are unimportant as it could still look good? Interviewer: So all in all, you'll buy clothing that makes you look fashionable, buy clothing that connects with looking classy and also matches the style that your favoured stores sell? Respondent: Yes, precisely! Interviewer: Thank you! Where do you get information about your clothing? Respondent: Friends, family, girlfriend, what my girlfriend likes, what she thinks would look good on me. What friends wear, what you see others wearing. I generally ask my girlfriend for feedback when trying on clothes, because girls generally have more of an idea! Interviewer: So if your friend was wearing a rad-looking shirt, would you ask him whereabouts he bought it? Respondent: Yeah, if I really liked it. Interviewer: Ok. So do you ever use the media like the internet, read magazines or watch TV to get inspiration or information on what to wear? Respondent: I guess subconsciously, yes, but really only when there’s a masculine looking guy in some advert who’s looking good in what he wears, which is pretty much in every male fashion ad but yeah. Interviewer: How important is it that other people like your clothing? Respondent: In the end, no matter how many times you deny it, it’s always important for us to feel accepted and other people’s opinions especially your peers and family, mean a lot to you. Interviewer: So do you feel the need to impress society and your peers by dressing, what you perceive to be in a fashionable way? Respondent: Yeah I do, because you also want to fit in. That’s why I wear clothing that I believe is in trend and most people like, that’s why I go out and try and get a classy fashion sense, because you want other people to agree with that style and like it. Interviewer: Fair enough, but what happens if you start seeing many people wearing a similar style or trend to you? You mentioned you like the Roger David look with chinos and v-necks, but even I've noticed that a vast number of guys your age have also taken to this trend. How does this affect you? Respondent: Well no I don’t like it because I kind of like to look different, I don’t really want to conform but I just guess lots of guys my age want to look classy and wear those clothes too. Interviewer: So you want to be accepted, but you also want a personal touch to your outfits? Respondent: Yep, exactly. Interviewer: What do you think clothes say about a man? Respondent: How much money he has and his fashion sense. Interviewer: Well if a man was wearing your sense of fashion with chinos and Roger David styles, what would you think of him? Respondent: He looks well dressed, an average guy, not exactly poor. Interviewer: If a man was dressed in, let's say, Billabong clothing, would you think he's poor/rich, better than you/a bit inferior? Respondent: No I wouldn't like to make that judgement as you can’t judge them by their cover. But I guess you can take a guess at their personality and values, interests and all that. You want to present your best self and dress to the occasion, and if that means you're at the beach and everyone's in Billabong then that's ok because it suits. Interviewer: What annoys you about the appearance of other men? Respondent: I’m not too sure! Interviewer: Well I guess this is similar to my last question! Do you ever get jealous, bothered or vexed by how another guy might dress? Respondent: I guess seeing someone else looking better and being better dressed than you. Guys are competitive people so we want to be the best looking at all times. I guess when you see a person well dressed, you get a bit jealous or envious of what they’re wearing – you want to be the one that makes people jealous. Interviewer: Would jealously be accentuated if they were wearing a similar style to you - with chinos and tee shirts etc? Respondent: Yes absolutely, because then it shows that they’re just more attractive than you, regardless of fashion. Interviewer: To what extend do the media influence the way you dress? Which media in particular? Respondent: For me, not much, because I don’t look at much fashion on the internet, in magazines or on television. Interviewer: What about when you're walking along a mall and you're faced with the shop front advertisements? Does this affect you at all? Respondent: Well yes because advertising does impact me, if you’ve seen it looking good on a poster, then it kind of pushes people to try it out for themselves, they get inspired, I get inspired. I feel like I need to get the latest thing. Interviewer: So just to clarify, is it to a large extent that your fashion purchasing behaviour is affected by marketing or the media? Respondent: Awh no, I would say medium as internet and all that doesn't really affect me, but yeah when you go through Queen St Mall, past Myer and Roger David and all that, you see all their products displayed, that gets me. Day to day advertising like that influences me. Interviewer: Do you think that men/women of different ages should dress differently? Respondent: Yeah. Interviewer: Why? Respondent: Well as you get older you should dress as an older person, like as an adult and not dress in children’s clothes. When you’re a child you just don’t care but when you’re an adult you want to impress people – at university, people you like, friends, you just want to look good. Interviewer: But do you think a 40 year old [for example] should dress differently to you? Should they wear Roger David for example? Respondent: Well 40 year olds come from a generation, back when they were our age they had a different fashion sense back at our age and they’ve grown up with that. I think they should wear what they want. I can’t image a 30 year old wearing Roger David or Vans though, I think because the brand’s targeted to younger adults. Interviewer: So to elaborate and to clarify - you think men of different ages and generations shouldn't have to dress differently in general, but they do due to marketing and differing trends? Respondent: Yes, that's it. I don't see why they should, but I know why they do now. Interviewer: What makes you feel happy about your appearance? Respondent: Well what makes you happy is if you know you look good. Interviewer: How do you know you 'look good'? Respondent: Well I guess, people tell you if you are or aren't. Like girlfriends, maybe family and friends too. Interviewer: Can you tell if you look good without somebody there to give their opinion or do you always rely on other people's feedback? Respondent: You can feel good without people there, but for the majority of the time you do rely on other people's feedback to really consolidate what you think! Interviewer: What makes you feel unhappy about your appearance? Respondent: Um, shabby clothing, I don't know, dirty, not good quality, um not ironed or is creased. If you look like you just got out of bed in the morning and walked out down the street. Interviewer: So clothing can make you feel unhappy about your appearance? Respondent: Yes, because remember your clothing can make or break your appearance, your haircut; it can define who you are. People will judge you on what you wear and what you look like. As bad as it is, "don't judge a book by its cover", you do that, when you see someone you automatically get your first opinion, from the moment you see that person, clothes can change that - either make that or break that. Interviewer: So I guess, when you feel unhappy about yourself, you feel that other people are judging. If you think you look crap, you think other people think that too? Respondent: Yes. Interviewer: What makes you feel masculine? Respondent: I don't know. Interviewer: Is it related to your clothing? What clothing makes you feel masculine? Respondent: Nice clothing, like suits. Interviewer: Ok, anything else? Respondent: Collared shirts, looking good, presenting well, dressing for the occasion, makes me feel masculine. Interviewer: To what extent do you buy and wear designer clothes? Respondent: Not much because I'm too poor! Interviewer: Would you consider buying designer clothes if you had more money? Respondent: Yes definitely. Interviewer: Why? Respondent: Because they look good and the image that they portray is of classy men and stuff. Interviewer: To play with your thoughts here, what if you had a pair of designer jeans [for example] vs. a pair of your normal rivers jeans. If two people of equal attraction were wearing one of each and you can't tell the difference, what is the difference? Respondent: No, no visual differences. Interviewer: So you would wear designer clothing for that feeling deep down that you are wearing designer clothing? Respondent: Not really if it's just for that feeling because as I mentioned before you want your peers approval so you'd kind of want them to notice that you are wearing something designer. I wouldn't brag about it but you would want people to notice. Interviewer: What if nobody does notice though? Do you think there's still a point to wear designer fashion? Respondent: Nah there's not is there? Interviewer: Do you ever avoid buying designer clothes? Respondent: Yes, because of the money involved! Interviewer: Even though you mentioned an interest in buying designer clothing in the future, it seems that you are hinting at a stigma attached to buying designer clothing? Respondent: Well it's a little snobby to some. Interviewer: And that doesn't stop you from wanting to buy designer? Respondent: Well no, it wouldn't because I think a good person would look past that image, because you're not what you wear... as much as that's what you're trying to do (respondent laughs at his contradiction) Interviewer: So to clarify, basically at the moment you avoid buying designer because of the expense, but in the future you wouldn't mind even if there is a stigma, because you would look past it and buy it anyway just in the hope that someone would notice it? Respondent: Yeah. Interviewer: Ok, thank you. Is there anything else you would like to add that you think might be helpful in understanding fashion purchase behaviour? Respondent: No, sorry! IV. Survey Data Created: 2013-08-08 18:07:07 Interviewer Student Number: n8517797 Respondent Age: 21 Respondent Gender: Female Interviewer: Thank you for agreeing to participate in this interview today to discuss your feelings towards fashion products. So first of all, can you think of any types clothing products that you consider to be fashionable? Respondent: Well, Fashionable Clothing… You know it changes every season, and sometimes they turns too fast that you just couldn’t follow the trends. The world famous brands, like Chanel, Prada; they always on trend for sure. These kinds of brands are attractive to me though. But for me, I like street fashion clothing, and rock style. Because they are affordable, and have so many design that you can choose. Interviewer: Yes, true. They are attractive, but not everyone can afford the luxury brands. But which particular types of clothing products do you think are fashionable? Respondent: Oh yes, I think leggings like Black milk, crop tops and some tie-dye shorts or T-shirt. Oh sometimes I wear knee high socks to match the cloths that make me feel fashionable. Interviewer: And How about unfashionable clothing? Which types clothing products that you consider to be unfashionable? Respondent: Ummm… it’s hard to say. Because you can’t say those “not on trend” are unfashionable. If the cloth is not my style or I don’t like the patter and color, I will consider that they are unfashionable. And I don’t like jeans, pants and one-piece dress! Interviewer: Okay, can you think of any particular brands that are more fashionable than others? Respondent: I would say UNIF, and those items sell on Karmaloop or Dollskill. Interviewer: Oh, can you tell me why you choose these brands as you think they are fashionable? Respondent: Yes, all those clothing are mostly street wear. And Karmaloop and Dollskill are just online retailer which they’ve got so many brands. I think it’s very convenience and save time. And I think it easy to match with other items. I also like some oversized sports style, because it’s so comfortable, even I just simply wear oversized T-shirt with a short, I still think it’s stylish. I think patterns are the most important thing that I consider to be fashionable, like distressed and studded clothing. Oh yes, I can also check out how I can wear them, because they’ve got gallery to look at how models or other consumers to wear on. Interviewer: That sounds a pretty good website. So what about unfashionable brands? Respondent: I think sorts of like Target and Big W. Because they are like all the same for the whole years, they seem like never change the styles, and the color looks the same when I saw them every time. The designs are just so bored. Interviewer: Can you explain to me why you think the clothing in Target and Big W are unfashionable? Respondent: Because I think the quality in Target and Big W are not really good. And the designs are very simple. They are just not attractive to me. And also the environment, because they are super market, I just don’t feel like to get a cloth in a supermarket. The impression for me is just not good at all. Interviewer: Yes well. And can you explain to me what you think makes these clothing products fashionable or not? Respondent: I think it’s the exposure of the products. Advertisements? I think. You can always see the clothing ads on Facebook, Tweeter and Instagram. And some fashion magazines as well. I can learn from these sources and know whether fashionable or not. There have many designers and stylish people to show you which items are fashionable. And also I think celebrity endorsement will add credits to the products, because I think the cloths always look good on them, that’s can add credits to the product. Interviewer: So where do you get information about your clothing? Respondent: Mostly I get information online and magazines, and sometimes on TV shows. There has so many things can learn from internet and social media, like Instagram, you can just search any brands that you like, it will appear many photos relate to the brands or that kind of clothing. Interviewer: How long are you willing to spend on finding information on fashionable clothing? Respondent: Ummm… I always spend my time on fashion stuffs when I feel bored. I have been spent whole night to searching cloths for several times. Interviewer: And what do you think other people can influence you to buy a fashion items? Respondent: okay, for example, if a brand or a cloth is new to me, and it become more and more people wear them, or I will follow some fashion bloggers’ Instagram to see what they wear. I think that would influence me to buy those items. Interviewer: So how important is it that other people like your clothing? Respondent: I think it’s very important, because it makes me feel much more confidence. Also I think what you wear can show your personality. Like a gentleman never wears holey and dirty clothes. And it just like they appreciate what you choose and what you buy, and this the motivation to me to keep buying fashionable items. Interviewer: Yes okay. So next, I wanna ask you what clothes say about a man or a woman? Respondent: I think man always match a shirt with a slacks, simple, casual style. And of course woman wears dress, skirt and high heel, quite elegant and charming. Interviewer: Then what annoys you about the appearance of other men or women? Respondent: Oh I really hate men wearing slippers! It just feels like they are not respect. And also I can’t stand men wear leggings. YUCK! For women I don’t like them wearing too much pattern and color on themselves, just like they put all stuff on. Interviewer: So to what extent do the media influence the way you dress? Respondent: Ummm… I think media influence me to great extent. Because it shows you the way you dress to become stylish. I think this is very important that not only follow their style but also combine with self-originality. And use the media as your references. You need to create your own style. Just don’t be a copy cat. Interviewer: Yes and which media in particular that have impact on you? Respondent: Instagram, Facebook and some website for fashion inspiration from real people around the world, such as Look book. Interviewer: Do you think that men and women of different ages should dress differently? Respondent: Yes, absolutely. This is the matter of respect and status. Like people aged 70 never wear like 20 years old. Because this will affect other people perception of this people. And I think this is the matter of impression. Interviewer: What makes you feel happy and unhappy about your appearance? Respondent: Like I said I love wearing causal street wear and rock style, like some oversized T-shirts as well and studded clothing and so on, these would make me happy. But if I wear cloth that it’s not my style, like an elegant dress, I just feel uncomfortable. Interviewer: Rock style and street wear are kind of unisex style, so what makes you feel feminine? Respondent: Yes, exactly. So I put make up on and wear some platform shoes. I wear lots of accessories, like rings and headband. And I always wear tights and socks to match with the cloths. Interviewer: To what extent to you buy and wear designer clothes? Respondent: I think it’s not necessary always buy designer clothes, because it’s expensive and most all them are designed for mature people. I think people should dressing to match their age. And I would like to buy some clothes that I feel it has a good design stylish, and fit in my age, or whether has a good quality or not. Yes, it depends on whether the clothes are worth or not. But I would wear designer clothes in special occasion. Interviewer: Do you ever avoid buying designer clothes? Respondent: Yes. Because I can’t always afford those designer clothes, I just buy that kind of clothing when I with parents. Interviewer: okay, is there anything else you would like to add that you think might be helpful in understanding fashion purchase behavior? Respondent: Yes, I think the most important thing is to understand the fashion trends in order to obtain the sense of fashion, like they should browse the internet gain insight the way they wear. Interviewer: So one more last question, what do you think shop manager can convince you to buy a fashion items? Respondent: I think is the display they show up, they need to find the most fashionable or popular items on the model or display windows. That will definitely attract me to get in the shop. Interviewer: Okay thank you for your time to participant the interview. I’m so appreciated the interview today. Respondent: Not a problem! You’re welcome! Key Code for aspects associated with fashion clothing Fashionable clothing - Unfashionable clothing - Consumer perception - Societal values - Motives - Read More