A synchronic understanding of involvement with fashion: a promise of freedom and happiness

Abstract

Purpose - This work proposes to study the phenomenon of fashion not as being evolutionary but as a consumption response that is mediated by consumers having a certain perception of time. This work also proposes not only that the temporal dimension seems to be essential in the process of fashion adoption but also that emotional aspects are predominant.Design/methodology/approach - An empirical work was conducted based on structural equation modelling with a sample of 341 individuals, using path modelling with a multi-group analysis.Findings - The empirical results show that the needs for social acceptance not only do not arouse interest in new tendencies but even entail unpleasant emotions such as anxiety. Moreover, fashion is more emotionally positive if it has the quality of future.Practical implications - Not only would it be profitable to promote involvement with fashion by transmitting the importance of others, but also the use of social needs in advertising could be unethical since it would generate unease in the consumer. Since it is clear that, in fashion, an orientation to the past is accompanied by an increase in negative emotions, it seems logical to reject designers who praise classic styles without offering anything new.Originality/value - The work studies the phenomenon of fashion not as being evolutionary but as a consumption response that is mediated by consumers having a certain perception of time.