Status concerns are noteworthy within a modern society as it is a key feature of individuals' social reputation. Engaging in this form of thinking results in particular patterns of consumption within consumer groups. In South Africa, Black urban consumers have newfound spending power and social mobility. This study investigated motivators of Black urban consumers' status consumption across different demographic variables (age, income and profession) in the South African (SA) emerging market. A survey research design was used to provide insights into the relationship of normative receptiveness (value expressive and utilitarian influences) and high self-monitoring as status consumption motivators of clothing brand consumption. The sample consisted of 246 Black urban consumers between the ages of 24 and 36, residing in Gauteng, South Africa and currently working in professional positions. The results of the study indicated that when purchasing clothing Black urban consumers are motivated by factors related to status consumption. This study found no significant differences between age and gender variables in terms of status consumption. In terms of profession, all three motivational factors were significant. They proved to be very aware of the image that they communicate and how they are seen by others indicating that they are motivated especially by value expressiveness, utilitarian influences and high self-monitoring aspects across various professions.

Internet verbruikers van kleding-tekstielprodukte het nie die voordeel om die produkte te hanteer of aan te pas nie. Dit beperk hul oordeel oor sekere eienskappe van die produk. Dit kan weer 'n invloed hê op die keuses wat hulle maak, op hul verwagtinge van die produk en uiteindelik hul tevredenheid met die produk wat aangekoop is.

This study explores the role of important values and predominant identity in the dress practices of female Muslim students attending a university in South Africa. Data were collected through a selfadministered questionnaire using a purposive convenience sample of 200 female Muslim students. A cluster analysis was used to divide participants into groups based on their dress practices. The sample could be divided into two groups: those who follow less modest and those who follow more modest dress practices. An independent t-test was calculated to determine if there was a significant difference between the important values and predominant identity of the less modest and more modest groups. The results revealed differences in the significance of certain values and predominant identity. The more modest group placed more importance on religious values, while the less modest group attributed more importance to social values than the more modest group. For the more modest group their Muslim identity was more predominant than for the less modest group. Despite these differences, both groups tended to communicate a hybrid identity, as aspects of Islamic and Western thought and behavior were synthesized in each individual's dress practice. The study offers benefits to scholars interested in the social-cultural aspects of clothing by showing how people manipulate their appearances and cultural forms to create a specific reality and to adapt to multicultural environments (e.g. campuses).