Fashion involvement and clothing choice criteria

Fashion involvement is associated with differences in sensitivity to social surroundings. Those who are highly motivated to fit into a particular group will need to be aware of the fashion cues not just of that group but also of others less desirable groups, so that the “wrong” cues may be avoided (Auty and Elliot 1998). Clothing has frequently been recognized as a product category likely to induce high involvement. In general terms, involvement is a state of motivation, arousal, or interest. Personal relevance is a key concept in explaining, defining, and operationalizing involvement (Kim, Damhorst and Lee 2002). Seo, Hatchote and Sweaney (2001, p. 210) define clothing involvement as “the amount of time and effort a consumer spends in the selection of clothing”. Some researchers have examined fashion involvement as a multidimensional construct that involves fashion innovativeness and early adoption, interpersonal communication about fashion, fashion knowledge ability, and fashion awareness (Kim, Damhorst and Lee 2002). Consumers vary greatly in their knowledge about a product and their degree of familiarity with it. Knowledge can come from product experiences, such as ad exposure, interactions with salespeople, information from friends or the media, previous consumption and usage experiences (O’Cass 2001b). When consumers form an attitude toward the product they make evaluative associations between the product and its attributes. Some of that attributes may be utilitarian - such as durability or comfort - or hedonic - such as color, fashion ability, or styling (Kim, Damhorst and Lee 2002).

Beaudion, Moore, and Goldsmith (1998) analyzed the attitudes toward buying domestic and imported apparel products using a selection of attributes: good fit, durability, ease of care, good price, comfort, quality, choice of color, attractiveness, fashionableness, brand name, appropriateness for occasion, and choice of styles.

Brand image of the clothing store is particularly critical. Previous studies found that some attributes like fashion and style of clothing, store design and layout, price, quality of the clothes, refund and exchange policy, company reputation, selection of clothes, knowledge and friendliness of staff were particularly important to consumers (Birtwistle and Freathy 1998; Partolese and Dias2003).

When we are talking about fashion clothing consumption we should take some dimensions in consideration: fashion consciousness, individual orientation, status orientation, style opinion leadership, price orientation and shopping habit (Seo, Hathcote and Sweaney 2001, p.210).

Therefore, shopping involves many dimensions, and it is an important function of the consumers’ choice of clothes (Seo, Hathcote and Sweaney 2001). Informational sources, such as print media, commercial broadcast, world of mouth, and store displays,  are generally used to ascertain information about clothing. Mass media has been found to be the dominant information source for the younger age group (Lumpkin 1985; Shim and Kotsiopoulos 1992).

Japanese clothing

The traditional Japanese clothing is the Kimono which has been an international favorite since long ago. Apart from outfits, footwear is also given equal importance in Japan. From the 20 th century fashion and clothing in Japan has gone through amazing changes. Street fashion which was mostly a blend of western and oriental styles was particularly popular among the teenagers. At one point of time, the Victorian style of clothing and make up had also fascinated the Japanese youth. Together with the ever changing fashion the clothing style in Japan also continues to alter itself. Some of the items which come within the traditional Japanese clothing or wafuku are:

• Kimono
• Yukata
• Obi Belt
• Kimono Sash
• Happi coats
• Tabi socks
• Zori sandal
• Geta sandal
• Hakama pants

The Japanese kimono is no less than a national treasure; it is an integral part of the culture and tradition of Japan. Clothing in Japan, especially the traditional ones are inspired by the change in season. Bright and colorful floral prints are very common in Kimonos. In the winter season, designs of pine trees and plum blossoms are common in all the fabrics and in the summer months, maple leaves are a common theme.

Japanese traditional dresses can be divided under two broad heads, one having elaborate designs while others are simple in desgn. Uchikakae wedding Kimono and happi coats are the dresses which worn on special occasions. For formal occasions Japanese women choose to wear light colored kimonos with an elegant kimono sash. It is a tradition among young girls in Japan to wear colorful and bright kimonos with long sleeves. Shiro-maku is the name of the kimono worn in traditional Japanese marriages. Though western culture and fashion has made its place in the Japanese hearts, the traditional clothing styles has not lost its importance. The exotic dresses have even made an impression in the western world.

Men's Clothing Fashions From The 20s

Men’s suit Lapels where not very wide during the 1920s, which was a trend that was started during World War I (1914 to 1918). This is also the era in which men began to wear cuffed trousers. 

Flannel also became increasingly popular, and so did two-toned white and tan or white and black shoes for casual wear. Some of the casual shoes that were worn by men were made with fringed tongues, and/or winged tips. 

The black patented leather shoes were still worn for more formal dress. However, the lace-up styled shoe was becoming more and more popular for men. 

Additionally, both men and boys often wore short knee pants (knickers) along with sweaters (i.e. Fair Isle slipovers) or casual shirts. Moreover, the shoes that boys wore usually were made of canvas. 

One other fashion change that was significant of the 1920s is the fact that baby clothing were designed to be more practical. More comfortable outfits such as rompers and short dresses replaced the frilly laced dresses and other formal baby attire. 

For older girls, dress was different as well. They usually were seen wearing items such as cotton frocks, cardigan sweaters, and canvas shoes or sandals.