Fashion Leaders' and Followers' Attitudes Toward Buying Domestic and Imported Apparel

Abstract

Using the Fishbein Attitude Model as the conceptual framework, this study investigated whether female fashion leaders and fashion followers differed in the importance they gave to 12 selected clothing attributes and in their attitudes toward buying imported and domestic apparel. A random sample of 641 female consumers completed a mailed questionnaire. Results showed that fashion leaders accorded significantly more importance than fashion followers to six apparel attributes: color, attractiveness, fashionableness, brand name, appropriateness for occasion, and choice of styles. Both fashion leaders and followers accorded similar importance to six other apparel attributes: good fit, durability, ease of care, price, comfort, and quality. Also, fashion leaders as well as fashion followers had more positive attitudes toward domestic apparel than imported apparel. However, compared to followers, fashion leaders had more positive attitudes toward imported apparel.