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Antecedents and outcomes of fashion innovativeness in retailing

Author

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  • Ivan-Damir Anić
  • Mirela Mihić
  • Ivana Kursan Milaković

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.

Suggested Citation

  • Ivan-Damir Anić & Mirela Mihić & Ivana Kursan Milaković, 2018. "Antecedents and outcomes of fashion innovativeness in retailing," The Service Industries Journal, Taylor & Francis Journals, vol. 38(9-10), pages 543-560, July.
    • Handle: RePEc:taf:servic:v:38:y:2018:i:9-10:p:543-560
    DOI: 10.1080/02642069.2017.1408799
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    Cited by:

    1. Jasmandeep Kaur & Priyanka Malik & Surabhi Singh, 2024. "Expressing Your Personality Through Apparels: Role of Fashion Involvement and Innovativeness in Purchase Intention," FIIB Business Review, , vol. 13(3), pages 318-330, May.

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