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Dress for fit: An exploration of female activewear consumption

Author

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  • Xiaochen Zhou
  • Clare Hanlon
  • Jonathan Robertson
  • Ramon Spaaij
  • Hans Westerbeek
  • Allison Hossack
  • Daniel C. Funk

Abstract

•Female consumers’ activewear brand associations are explored.•Five attribute associations and four benefit associations are identified.•The benefits are realized through experiencing the attributes associations.•Findings suggest a vertical structure of brand association.•Findings provide implications for activewear design and marketing.While the female activewear market is growing rapidly, research on activewear consumption and female consumers is lagging. Existing researchers have failed to produce an in-depth understanding of female consumers’ perceptions of activewear, thereby providing limited insights for the activewear industry. Drawing upon brand association theory and the functional, expressive, and aesthetic model, the authors identify important attributes of activewear brands and how attributes lead to benefits pursued by female activewear consumers. Focus groups were conducted with 72 female activewear consumers in Australia. Findings reveal three product-related attributes (functional design, colour, and size and fit) and two non-product-related attributes (price and model imagery) influence the fulfillment of four benefits (mood enhancement, exercise facilitation, healthy and active lifestyle, and physical fit body image). This research contributes theoretical and empirical knowledge about activewear consumption and the vertical structure of brand associations. Findings of this research can help activewear brands deliver benefits to female consumers through improved product designs and marketing strategies.

Suggested Citation

  • Xiaochen Zhou & Clare Hanlon & Jonathan Robertson & Ramon Spaaij & Hans Westerbeek & Allison Hossack & Daniel C. Funk, 2018. "Dress for fit: An exploration of female activewear consumption," Sport Management Review, Taylor & Francis Journals, vol. 21(4), pages 430-415, October.
  • Handle: RePEc:taf:rsmrxx:v:21:y:2018:i:4:p:430-415
    DOI: 10.1016/j.smr.2017.09.001
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    Cited by:

    1. Sveinson, Katherine & Hoeber, Larena & Toffoletti, Kim, 2019. "“If people are wearing pink stuff they’re probably not real fans”: Exploring women’s perceptions of sport fan clothing," Sport Management Review, Elsevier, vol. 22(5), pages 736-747.

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