Pub Date : 2022-07-27DOI: 10.1080/20932685.2022.2085604
Nadine Khair, Sadina Malhas
ABSTRACT During Covid-19 lockdown, individuals experienced depression, anxiety, and demotivation symptoms tremendously. Therefore, people had to develop coping mechanisms to improve their physical and mental health. Some learned new skills, some re-evaluated their lives and some took the time to relax. This research adopts a qualitative approach by which narratives were collected from 16 participants, who voluntarily responded to the request of the researcher, via social media platforms. The findings reveal the effect of nostalgia on the consumption of fashion-related goods, hidden benefits of COVID-19, transition points among individuals, nostalgia as a coping mechanism, and the choice of acquiring fashion-related goods. Individuals had the chance to reminisce over the past with their family and friends, which led them to consume certain fashion pieces that they feel connected to, to re-live the past. Therefore, fashion brands are encouraged to shift to digital channels to draw, encourage, and connect with their consumers. Moreover, brands should focus on promoting content that focuses on the well-being of individuals to relate to their current state of mind. Furthermore, given the context of the research, fashion brands may discover opportunities to seize in “social group oriented” individuals, who have discovered their ‘true fashion sense,’ during a pandemic.
{"title":"Fashion-related remedies: Exploring fashion consumption stories during Covid-19. ‘Nostalgia overpowering, Old is the new me’","authors":"Nadine Khair, Sadina Malhas","doi":"10.1080/20932685.2022.2085604","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085604","url":null,"abstract":"ABSTRACT During Covid-19 lockdown, individuals experienced depression, anxiety, and demotivation symptoms tremendously. Therefore, people had to develop coping mechanisms to improve their physical and mental health. Some learned new skills, some re-evaluated their lives and some took the time to relax. This research adopts a qualitative approach by which narratives were collected from 16 participants, who voluntarily responded to the request of the researcher, via social media platforms. The findings reveal the effect of nostalgia on the consumption of fashion-related goods, hidden benefits of COVID-19, transition points among individuals, nostalgia as a coping mechanism, and the choice of acquiring fashion-related goods. Individuals had the chance to reminisce over the past with their family and friends, which led them to consume certain fashion pieces that they feel connected to, to re-live the past. Therefore, fashion brands are encouraged to shift to digital channels to draw, encourage, and connect with their consumers. Moreover, brands should focus on promoting content that focuses on the well-being of individuals to relate to their current state of mind. Furthermore, given the context of the research, fashion brands may discover opportunities to seize in “social group oriented” individuals, who have discovered their ‘true fashion sense,’ during a pandemic.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"77 - 92"},"PeriodicalIF":3.8,"publicationDate":"2022-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47689271","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-27DOI: 10.1080/20932685.2022.2097939
Heejin An Lim, H. Im, Garim Lee
ABSTRACT Despite the extensive research on the effects of storytelling in ads, studies have neglected to investigate fashion film series. The current research fills this gap, emphasizing the strengths of fashion film series. Previous studies on the effects of repeated exposure provide a framework to understand the superiority of film series (vs repeats). A 1-factor 3-level (fashion films: series vs. repeats vs. control) online experiment reveals that participants who viewed film series showed higher character empathy (marginally significant) and brand anthropomorphism than participants who viewed film repeats or viewed a film once (control condition). Moreover, character empathy mediated the relationship between fashion films and brand anthropomorphism. Furthermore, brand anthropomorphism is associated with brand love. The study shows that exposure to diverse stories about a character is more effective than repetitive stories in strengthening the consumer-brand relationship.
{"title":"The strengths of fashion film series: The effects on character empathy and brand anthropomorphism","authors":"Heejin An Lim, H. Im, Garim Lee","doi":"10.1080/20932685.2022.2097939","DOIUrl":"https://doi.org/10.1080/20932685.2022.2097939","url":null,"abstract":"ABSTRACT Despite the extensive research on the effects of storytelling in ads, studies have neglected to investigate fashion film series. The current research fills this gap, emphasizing the strengths of fashion film series. Previous studies on the effects of repeated exposure provide a framework to understand the superiority of film series (vs repeats). A 1-factor 3-level (fashion films: series vs. repeats vs. control) online experiment reveals that participants who viewed film series showed higher character empathy (marginally significant) and brand anthropomorphism than participants who viewed film repeats or viewed a film once (control condition). Moreover, character empathy mediated the relationship between fashion films and brand anthropomorphism. Furthermore, brand anthropomorphism is associated with brand love. The study shows that exposure to diverse stories about a character is more effective than repetitive stories in strengthening the consumer-brand relationship.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"289 - 303"},"PeriodicalIF":3.8,"publicationDate":"2022-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45674824","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-27DOI: 10.1080/20932685.2022.2085609
Alex Yao, Yinggu Bao
{"title":"Leveraging visual cues and pricing strategies: An empirical investigation of the pre-owned luxury market","authors":"Alex Yao, Yinggu Bao","doi":"10.1080/20932685.2022.2085609","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085609","url":null,"abstract":"","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"1 1","pages":""},"PeriodicalIF":3.8,"publicationDate":"2022-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47942726","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-26DOI: 10.1080/20932685.2022.2085606
Pavida Ratakam, Phallapa Petison
ABSTRACT For those in the luxury fashion industry, the global fine jewelry market has rebounded from the effect of the COVID-19 pandemic due to the participation of millennials. Understanding the attitudes and values that drive millennials’ decision-making processes, as well as acquiring better knowledge of how their needs change, is essential to aid the survival of luxury brands. This research applied the means-end theory as a framework to explore millennials’ preferences regarding the product attributes, benefits, and values that drive purchasing decisions. Thirty Thai millennials participated in the hard laddering interviews. The means-end chains obtained were analyzed using the LadderUX software. Brand, product function, and beauty are the key attributes that drive the purchasing decision, as they have a stronger link to the top values – happiness and self-confidence – of the millennial mindset.
{"title":"From means to end: Understanding the millennial mind when buying luxury jewelry brands","authors":"Pavida Ratakam, Phallapa Petison","doi":"10.1080/20932685.2022.2085606","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085606","url":null,"abstract":"ABSTRACT For those in the luxury fashion industry, the global fine jewelry market has rebounded from the effect of the COVID-19 pandemic due to the participation of millennials. Understanding the attitudes and values that drive millennials’ decision-making processes, as well as acquiring better knowledge of how their needs change, is essential to aid the survival of luxury brands. This research applied the means-end theory as a framework to explore millennials’ preferences regarding the product attributes, benefits, and values that drive purchasing decisions. Thirty Thai millennials participated in the hard laddering interviews. The means-end chains obtained were analyzed using the LadderUX software. Brand, product function, and beauty are the key attributes that drive the purchasing decision, as they have a stronger link to the top values – happiness and self-confidence – of the millennial mindset.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"35 - 47"},"PeriodicalIF":3.8,"publicationDate":"2022-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47755475","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
ABSTRACT Considering the climate issues, there is a need to investigate the various motivators and triggering factors influencing consumers’ green buying behaviors. The current study examines the influence of green brand knowledge and credibility on the consumers’ green brand evaluation, leading to their green buying behavior. Moreover, the moderating role of green advertising on consumers’ green brand evaluation has been assessed. Surveying 587 organic skincare product consumers via time-lagged research design, data were analyzed using measurement and structural models employing SmartPLS software. Results showed the positive and significant direct and indirect influence of consumers’ green brand knowledge and credibility on their green buying behavior via green brand evaluation as a mediator. Besides, this study is incremental in presenting the significant moderating role of green advertisement to augment consumers’ positive evaluation of green brands that further influence their green buying behaviors while purchasing skincare products.
{"title":"Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement","authors":"Mahnaz Mansoor, Abid Saeed, Budi Rustandi Kartawinata, Muhammad Kamran Naqi Khan","doi":"10.1080/20932685.2022.2085597","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085597","url":null,"abstract":"ABSTRACT Considering the climate issues, there is a need to investigate the various motivators and triggering factors influencing consumers’ green buying behaviors. The current study examines the influence of green brand knowledge and credibility on the consumers’ green brand evaluation, leading to their green buying behavior. Moreover, the moderating role of green advertising on consumers’ green brand evaluation has been assessed. Surveying 587 organic skincare product consumers via time-lagged research design, data were analyzed using measurement and structural models employing SmartPLS software. Results showed the positive and significant direct and indirect influence of consumers’ green brand knowledge and credibility on their green buying behavior via green brand evaluation as a mediator. Besides, this study is incremental in presenting the significant moderating role of green advertisement to augment consumers’ positive evaluation of green brands that further influence their green buying behaviors while purchasing skincare products.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"328 - 343"},"PeriodicalIF":3.8,"publicationDate":"2022-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49254609","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-06DOI: 10.1080/20932685.2022.2085599
H. Cristini, A. Woodside
ABSTRACT Pandemics afflict human beings across millennia. Pandemics arise in different historical periods reflecting particular cultural ethos. Pandemics are time markers that take place in different paradigms. People’s movements and economic processes encompassing the luxury industry trigger pandemics. This study presents several paradigms as unique processes of pandemics associating with respective luxury behaviors. This study’s objectives include questioning economic models and examines how Anthropocene historical eras are transformable for better or worse.
{"title":"Interpreting luxury and fashion across Anthropocene pandemics","authors":"H. Cristini, A. Woodside","doi":"10.1080/20932685.2022.2085599","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085599","url":null,"abstract":"ABSTRACT Pandemics afflict human beings across millennia. Pandemics arise in different historical periods reflecting particular cultural ethos. Pandemics are time markers that take place in different paradigms. People’s movements and economic processes encompassing the luxury industry trigger pandemics. This study presents several paradigms as unique processes of pandemics associating with respective luxury behaviors. This study’s objectives include questioning economic models and examines how Anthropocene historical eras are transformable for better or worse.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"63 - 76"},"PeriodicalIF":3.8,"publicationDate":"2022-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43912019","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-06DOI: 10.1080/20932685.2022.2085601
Adrienne Mok, Hong Yu, Morteza Zihayat
ABSTRACT Fashion is one of the most polluting industries in the world. While many practitioners have already incorporated sustainability as part of their corporate social responsibility initiatives, there is a lack of research on how luxury fashion brands communicate their sustainability commitments and achieve sustainability. In this study, we aim to fill in the knowledge gap by identifying the longitudinal changes in perception, strategy, action, and outcome of sustainability in the luxury fashion industry. We analyze 32 years of digital newspaper articles on Women’s Wear Daily (WWD) to explore sustainability trends based on the Triple Bottom Line (TBL) framework leveraging different content analysis techniques (e.g. topic modeling, sentiment analysis). Our results support the increased awareness and importance of sustainability in the luxury fashion sector over time, provide theoretical implications for applying the TBL framework to the longitudinal dataset, and offer insights to business practitioners on expanding their sustainability efforts in the luxury fashion industry. The outcomes of this study enable managers to make better decisions around the long–term sustainability strategies and futureproof the luxury fashion industry’s sustainability movement.
{"title":"The trends of sustainability in the luxury fashion industry: A Triple Bottom Line analysis","authors":"Adrienne Mok, Hong Yu, Morteza Zihayat","doi":"10.1080/20932685.2022.2085601","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085601","url":null,"abstract":"ABSTRACT Fashion is one of the most polluting industries in the world. While many practitioners have already incorporated sustainability as part of their corporate social responsibility initiatives, there is a lack of research on how luxury fashion brands communicate their sustainability commitments and achieve sustainability. In this study, we aim to fill in the knowledge gap by identifying the longitudinal changes in perception, strategy, action, and outcome of sustainability in the luxury fashion industry. We analyze 32 years of digital newspaper articles on Women’s Wear Daily (WWD) to explore sustainability trends based on the Triple Bottom Line (TBL) framework leveraging different content analysis techniques (e.g. topic modeling, sentiment analysis). Our results support the increased awareness and importance of sustainability in the luxury fashion sector over time, provide theoretical implications for applying the TBL framework to the longitudinal dataset, and offer insights to business practitioners on expanding their sustainability efforts in the luxury fashion industry. The outcomes of this study enable managers to make better decisions around the long–term sustainability strategies and futureproof the luxury fashion industry’s sustainability movement.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"360 - 379"},"PeriodicalIF":3.8,"publicationDate":"2022-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49116312","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-06DOI: 10.1080/20932685.2022.2085595
Handini Audita, B. Figueiredo, L. Gurrieri
ABSTRACT Although traditional costumes are important to the fashion industry, marketing and fashion research has not thoroughly examined the design of traditional costumes in contemporary times. This paper aims to explore the fashion development process for traditional costumes through a qualitative case study of the Indonesian kebaya. By interviewing 34 kebaya designers and observing 25 designers’ workshops, we identify four critical stages of the development process, including cultural referencing, cultural amalgamation, co-sourcing, and co-producing. Examining these stages reveals how traditional costume designers maintain the authenticity of traditional costumes while adapting to the global fashion system. Our findings also show that fashion designers manage the tension between tradition stability and fashion ephemerality through harmonizing activities during the fashion development process.
{"title":"The fashion development process for traditional costumes in the contemporary global fashion market","authors":"Handini Audita, B. Figueiredo, L. Gurrieri","doi":"10.1080/20932685.2022.2085595","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085595","url":null,"abstract":"ABSTRACT Although traditional costumes are important to the fashion industry, marketing and fashion research has not thoroughly examined the design of traditional costumes in contemporary times. This paper aims to explore the fashion development process for traditional costumes through a qualitative case study of the Indonesian kebaya. By interviewing 34 kebaya designers and observing 25 designers’ workshops, we identify four critical stages of the development process, including cultural referencing, cultural amalgamation, co-sourcing, and co-producing. Examining these stages reveals how traditional costume designers maintain the authenticity of traditional costumes while adapting to the global fashion system. Our findings also show that fashion designers manage the tension between tradition stability and fashion ephemerality through harmonizing activities during the fashion development process.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"108 - 122"},"PeriodicalIF":3.8,"publicationDate":"2022-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48400878","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-06DOI: 10.1080/20932685.2022.2085607
Miguel A. M. Cárdaba, A. Fernández, L. Martinez, U. Cuesta
ABSTRACT Product placement is one of the most widely used marketing and advertising strategies. Although previous research has examined the role of different key variables in traditional media, the effect of prominence and integration in product placement strategies that appear in digital media such as fashion and beauty blogs has not been fully investigated. A 2 (Prominence: “low” vs. “high”) X 2 (Integration: “low” vs. “high”) between-subjects experiment was conducted to examine the impact of these variables on young digital natives consumers’ recall and attitudes towards the product, the brand, the blogger and the post. The results show that integrated placements are effective at eliciting brand and product recall and improving attitudes towards the post and the blogger. Prominence, on the other hand, did not have the expected impact on brand or product recall. In addition, Prominent product placement did increase consumers’ suspicion of the persuasion attempt. Implications and recommendations for bloggers and marketers are discussed.
{"title":"Make it part of the story: The role of product placement prominence and integration in fashion and beauty blogs among young digital natives","authors":"Miguel A. M. Cárdaba, A. Fernández, L. Martinez, U. Cuesta","doi":"10.1080/20932685.2022.2085607","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085607","url":null,"abstract":"ABSTRACT Product placement is one of the most widely used marketing and advertising strategies. Although previous research has examined the role of different key variables in traditional media, the effect of prominence and integration in product placement strategies that appear in digital media such as fashion and beauty blogs has not been fully investigated. A 2 (Prominence: “low” vs. “high”) X 2 (Integration: “low” vs. “high”) between-subjects experiment was conducted to examine the impact of these variables on young digital natives consumers’ recall and attitudes towards the product, the brand, the blogger and the post. The results show that integrated placements are effective at eliciting brand and product recall and improving attitudes towards the post and the blogger. Prominence, on the other hand, did not have the expected impact on brand or product recall. In addition, Prominent product placement did increase consumers’ suspicion of the persuasion attempt. Implications and recommendations for bloggers and marketers are discussed.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"157 - 172"},"PeriodicalIF":3.8,"publicationDate":"2022-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48027389","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-06DOI: 10.1080/20932685.2022.2085600
C. Peters, Jane Thomas
ABSTRACT Previous research on Black Friday consumption rituals has focused on planning and shopping for an in-store customer experience. In recent times, however, consumer perceptions and shopping behaviors related to Black Friday have begun to shift. Consumers are shopping earlier, moving online, taking advantage of delivery and curbside pickup, and expecting retailers to provide a safe, socially distanced shopping experience. This study was grounded in theory from social change within the field of sociology. The purpose of this study was to examine how various factors, such as the pandemic, retailer strategies, online shopping, cultural trends are reshaping consumers’ views and shopping behaviors related to Black Friday. Data were collected via 31 phenomenological interviews with consumers who have shopped on Black Friday in the past. Results were analyzed according to the protocol for phenomenology and were presented in the form of themes that emerged from the data. Overall, consumers believed that Black Friday had changed and had become less impactful. Changes were due to store policies and procedures around safety during the pandemic, retailers extending the number of days and weeks for Black Friday shopping, the convenience and breadth of products available among a plethora of online shopping alternatives, the impact of the economy on the ability to shop, and how the name Black Friday has negative associations for some shoppers. Managerial implications for retailers were discussed as the game of Black Friday has changed. Implications included strategies retailers can use to entice consumers as they try to revamp Black Friday and engage shoppers in the future.
{"title":"Black Friday: Has the game changed?","authors":"C. Peters, Jane Thomas","doi":"10.1080/20932685.2022.2085600","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085600","url":null,"abstract":"ABSTRACT Previous research on Black Friday consumption rituals has focused on planning and shopping for an in-store customer experience. In recent times, however, consumer perceptions and shopping behaviors related to Black Friday have begun to shift. Consumers are shopping earlier, moving online, taking advantage of delivery and curbside pickup, and expecting retailers to provide a safe, socially distanced shopping experience. This study was grounded in theory from social change within the field of sociology. The purpose of this study was to examine how various factors, such as the pandemic, retailer strategies, online shopping, cultural trends are reshaping consumers’ views and shopping behaviors related to Black Friday. Data were collected via 31 phenomenological interviews with consumers who have shopped on Black Friday in the past. Results were analyzed according to the protocol for phenomenology and were presented in the form of themes that emerged from the data. Overall, consumers believed that Black Friday had changed and had become less impactful. Changes were due to store policies and procedures around safety during the pandemic, retailers extending the number of days and weeks for Black Friday shopping, the convenience and breadth of products available among a plethora of online shopping alternatives, the impact of the economy on the ability to shop, and how the name Black Friday has negative associations for some shoppers. Managerial implications for retailers were discussed as the game of Black Friday has changed. Implications included strategies retailers can use to entice consumers as they try to revamp Black Friday and engage shoppers in the future.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"344 - 359"},"PeriodicalIF":3.8,"publicationDate":"2022-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41493877","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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