'Looking the part': Identity, meaning and culture in clothing purchasing - Theoretical considerations

C. A. Dodd, I. Clarke, S. Baron, V. Houston

    Research output: Contribution to journalArticlepeer-review

    19 Citations (Scopus)


    Fashion retailers are increasingly attempting to categories fashion clothing according to their perceptions of consumer motivations. However, much of the research in this area centres around economic and demographic considerations, disregarding the social and psychological significance of fashion clothing as a means of forming group identity and differentiation. Knowledge of the form and frequency of these group dynamics involved in fashion clothing purchasing will, potentially, have important implications for retailers and marketers alike. The paper considers prevalent theories on the development of social identification, the role of fashion in facilitating these formations (through the semiotic conveyance and interpretation of information), and the mediating role of culture and lifestyle determinants. The relationship of these theoretical underpinnings to the social interactions of the apparel consumer is explored through the construction of an incipient conceptual framework, underlying the cyclical but capricious nature of clothing choice. Implications for future research are identified.

    Original languageEnglish
    Pages (from-to)41-48
    Number of pages8
    JournalJournal of Fashion Marketing and Management
    Issue number1
    Publication statusPublished - 2000


    • Culture
    • Fashion clothing
    • Identity
    • Meaning
    • Social influence


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