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We investigate the participation of engaged consumers in the fashion market through the lens of institutional theory. We develop theoretical insights on the unintended market-level changes that ensue when consumers who are avidly interested in a field connect to share ideas with one another. We find that consumers take on some of the institutional work previously done primarily by paid actors and introduce new forms of institutional work supportive of the field. We show that engaged consumers can precipitate the formation of new categories of actors in the field and the contestation of boundaries between established and emergent actor categories. Further, we propose that new consumer-focused institutional logics gain momentum, even while consumers support and promote preexisting logics through their practices. We compare cases where discontented market actors have brought about market changes with our investigation of one where contented consumers unintentionally precipitated market-level dynamics, and we show that the accumulation of consumers’ micro-level practices can have pervasive and profound impacts.

The aim of this work is to offer a better understanding of consumer continued intentions to use mobile devices to shop. An integrated model is developed to identify the drivers that lead m-shoppers to repurchase. Specifically, navigation, safety and ubiquity are posited as stimuli guiding consumers' affective (satisfaction) and cognitive (trust and convenience) reactions that will, in turn, increase repurchase intention. Results show the impact of ubiquity on m-convenience and safety m-experience on both affective and cognitive reactions. Finally, repurchase intention is explained directly by m-satisfaction and m-convenience and indirectly by m-trust. This article contributes to the fields of mobile marketing literature and practitioner management.

The fulfillment of customer orders has gained a particularly important role within omni-channel retailing, as it requires significant effort to integrate logistics networks and product flows. Offering additional fulfillment options is costly but allows the enhancement of customer services via cross-channel substitutions and faster deliveries. Retailers are asking themselves how they can leverage these integrated systems to improve return on investment as well as customer service. One option is to influence customers' channel choice (i.e., steering). Because this has so far mainly been viewed from a marketing perspective, this study investigates how and why different fulfillment options can help to steer customers across channels. By using multiple sources of data (i.e., market data, retailer interviews, customer focus groups), this paper identifies how customers can be guided through channels by means of related options in inventory management (e.g., cross-channel inventory information and substitution), delivery modes (e.g., differentiation of prices and delivery velocity across channels), and return modes (e.g., pricing for returns and options to return goods in-store). In essence, this research paper contributes a theory of cross-channel customer steering by means of different fulfillment options.

Purpose The purpose of this paper is to examine what the term sustainable fashion means from the perspective of micro-organisations, experts, and consumers. Design/methodology/approach This research is qualitative in nature, utilising a multi-methods case study approach (semi-structured interviews, semiotics, questionnaires). Grounded analysis was applied to analyse the data. Findings Findings indicate that interpretation of sustainable fashion is context and person dependent. A matrix of key criteria provides the opportunity to find common elements. Research limitations/implications Due to the nature of this research the sample size is limited and may not be generalised. Data were collected in the UK and are limited to a geographical region. Practical implications An important implication is that defining sustainable fashion is vital in order to avoid challenges, such as greenwashing, which were faced in other industries that have a longer history in sustainable practices. Micro-organisations should take advantage of identifying key sustainable fashion criteria, which will enable them to promote their fashion collections more effectively. Social implications The criteria identified provide assurance for consumers that sustainable fashion is produced with social aspects in mind (fair wages, good working conditions). Originality/value The paper proposes a matrix that allows micro-organisations to clearly identify their collections as sustainable.

We study a multiperiod dynamic pricing problem with contextual information, where the seller uses a misspecified demand model. The seller sequentially observes past demand, updates model parameters, and then chooses the price for the next period based on time-varying features. We show that model misspecification leads to a correlation between price and prediction error of demand per period, which, in turn, leads to inconsistent price elasticity estimates and hence suboptimal pricing decisions. We propose a “random price shock” (RPS) algorithm that dynamically generates randomized price shocks to estimate price elasticity, while maximizing revenue. We show that the RPS algorithm has strong theoretical performance guarantees, that it is robust to model misspecification, and that it can be adapted to a number of business settings, including (1) when the feasible price set is a price ladder and (2) when the contextual information is not IID. We also perform offline simulations to gauge the performance of RPS on a large fashion retail data set and find that is expected to earn 8%–20% more revenue on average than competing algorithms that do not account for price endogeneity. This paper was accepted by Serguei Netessine, operations management.

Small individual sellers and retailers use live streaming as a direct selling channel to demonstrate and sell their products. This study proposes a framework that examines the influence of live streaming attributes on customer trust and intentions to watch and purchase fashion clothing. Drawing on prior literature, we examine an extensive list of 20 live streaming attributes including product attributes, seller attributes, and other related attributes. The study is performed on 476 Thai consumers with diverse demographics. Results show that product quality and price transparency significantly influence customer trust and intentions to watch and purchase, while seller's image of being trustworthy and the quality of seller's Facebook page only show weak relationships. Another finding is that seller pre-announcing their broadcast timing will encourage higher intention to watch. And as expected, the trust in seller positively influences trust in product. These findings suggest opportunities for sellers to focus their attention on important live streaming attributes to develop trust with their customers and increase their customer intentions to watch and purchase. The study concludes with discussion on managerial implications and future work on live streaming commerce for fashion clothing products.

The widespread closures of physical retail stores in the digital age significantly impact business outcomes, urban communities, and regional economies. Understanding this phenomenon is crucial for retailers, policymakers, and society at large. Drawing from literature on retail success factors, we derive a comprehensive set of factors that may help explain why some retail stores close while others survive. We test the relationships of these factors with store closures using a unique dataset that combines responses from a large-scale consumer survey with observational data on actual store closures in the apparel and media categories between 2015 and 2020. Rare-case regression analyses reveal that factors related to the store's product selection (e.g., assortment uniqueness), store environment (e.g., an accessible location), the offered experience (e.g., store atmosphere), and frictionless transactions (e.g., via convenient store hours) are significantly associated with store closures in our data. In contrast, several other established store success factors (e.g., service) show no such significant association. Additional empirical analyses highlight differences between stores that offer apparel versus media products, are smaller versus larger, and located inside versus outside city centers to provide context and specificity to the findings.

PurposeThe objective of this paper is to define a structural equation model (SEM) that examines how fashion consumers' expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, the authors will develop the components of CBE and consumer happiness variables, whose relevance in the literature has increased considerably.Design/methodology/approachFor this purpose, a cross-sectional descriptive study was carried out by means of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares SEM.FindingsThe results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established.Research limitations/implicationsThe current research does not allow a longitudinal analysis of the consumption of fashion retailers. The findings of this scientific study provide a wealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers.Originality/valueOne of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBE.

Textile waste is one of the most pollutant items globally, being strongly affected by fast fashion (FF) products. Public pressure has made many FF firms voluntarily collect a small fraction of their preowned items and export them to developing countries for reuse. However, some developing countries are launching import bans on second-hand clothes. In addition, FF firms may soon be forced by extended producer responsibility legislation to collect more preowned items for reuse and recycling. To date, they do not have sufficient capacity to deal with this. Charities have been the key collectors and recyclers of unwanted clothes. Therefore, charities could help FF firms increase their capacity in this reverse supply chain (SC). However, we hardly witness such a collaboration for two main reasons: (i) charities prefer to sell high-quality preowned items in the primary market to generate the highest possible revenue and FF firms may fear cannibalization, (ii) many charities believe that FF firms generate quantities of low-quality items that require collection and sorting while being difficult to sell in the primary market. Charities also face competition from many small for-profit organizations selling FF preowned items. While charities have the support of volunteers, they tend to be less efficient. This work urges Operations Management (OM) researchers to suggest innovative business models to help (i) FF firms and charities collaborate to solve the abovementioned issues, and (ii) charities to improve their traditional practices for competitiveness. This study is primarily a position paper highlighting some challenges and introducing interesting research problems. Although the paper is not a research paper, it follows a qualitative research method to collect and analyze the required supporting documents to justify arguments and statements. We collected primary and secondary data from the textile reverse SC members to familiarize the OM community with this context. The cur

Purpose – This paper aims to explore the process by which four store environment (music, light, employee, and layout) and two individual characteristics (shopping enjoyment tendency (SET) and impulse buying tendency (IBT)) influence impulse buying behavior through positive and negative affect, and urge to buy impulsively. Design/methodology/approach – The data were obtained using a structured questionnaire from 733 respondents in a mall survey conducted in Chennai, South India. Findings – In the structural model tested with AMOS, the authors found that store environment drove impulse buying (IB) through positive affect and urge. Results also showed that the personality variables (SET and IBT) influenced IB through positive affect and urge. This paper did not find support for the relationship between negative affect and urge. Research limitations/implications – Theoretically, the authors add to the list of antecedents of impulse buying, and to the outcomes of store environment. From a managerial viewpoint, the authors suggest that retail managers invest in improving the store environment to increase the level of impulse buying in their stores. Specifically, they need to focus on enhancing friendliness of store employees, playing appropriate music, designing proper layouts and having well-lit stores to encourage impulse buying. Originality/value – Prior research studied the elements of the store independently and also its long-term impact. To the best of the authors' knowledge, their research is the first to study the impact of store environment (in conjunction with trait variables) on impulse buying.