PurposeThe aim of this study is to determine, using the Theory of Reasoned Action (TRA), affluent female consumers' purchase intention of a controversial luxury product, apparel made with American alligator leather.Design/methodology/approachInfluence variables evaluated in the model included: attitude toward performing the behavior (purchasing alligator leather apparel); subjective norm, involvement (fashion involvement); controversy perception (social acceptance and endangerment status of the American alligator); price perception (price‐quality schema and prestige sensitivity); personality traits (self‐confidence and self‐consciousness); and demographics. A mail survey of 1,200 affluent female consumers residing in eight US metropolitan statistical areas defined as fashion centers was conducted.FindingsA total of 430 usable surveys were returned for a 36 percent response rate. The general linear model regression analysis revealed that attitude toward performing the behavior, subjective norm, controversy perception (social acceptance), and fashion involvement were significant predictors of purchase intention.Practical implicationsThe model was effective in predicting affluent females' purchase intention for a controversial luxury apparel product, and results suggest the TRA could be used to predict purchase intention of other luxury products considered controversial. Producers and retailers of controversial luxury apparel products or interested researchers could use the model in their exploration of consumer attitudes and behavioral intentions. Luxury exotic leather producers and retailers could use the results as they develop merchandising and promotions campaigns for their product lines.Originality/valueThe theory could be used to predict purchase intention of other controversial and/or luxury fashion merchandise. Information about affluent female consumers' knowledge, perceptions, and purchase intention of American alligator leather apparel is provided, thus expanding the current limited literature.

Rural (n = 320) and urban (n = 278) female consumers were studied to determine if the psychographic dimension of perceptioms of fashion and perceptions of apparel shopping was related to store patronage as well as to demographic characteristics. The 20 comrumer perception items were reduced to five factors by factor analysis: Shopping Involvement, Importance of Clothing Image, Fashion Commitment, Quality Conscious, and Fashion Aversion. An analysis of variance revealed that rural and urban consumers held similar perceptions offashion and of apparel shopping as measured by the five factors. Significant differences in the factor scores that measured perceptions of fashion and of apparel shopping were noted in ANOVA with type of stores patronized, shopping locales favored, time spent shopping for apparel for self and family, ethnicity, age, marital status, education, work status, and total family income. Implications for retailers and educators are discussed .Retailers have greater chances for success in today's marketplace if they can effectively target consumers, attract their patronage, and meet their wants and needs (Selbert, 1991). Market segmentation has become an important tool used by retailers and marketers in identifying target consumers. Weinstein (1987) defined market segmentation as the process of partitioning markets into segments of potential customers who have similar characteristics and who are likely to exhibit similar purchasing behavior. Segmentation has become a primary tool of companies for planning marketing strategies. The objectives of segmentation research are to analyze markets, find a niche, and then develop and capitalize on a superior competitive position.In the past demographic characteristics were the main segmentation tool of marketers. Currently, psychographics are providing marketers with increased understanding of specific consumer groups by describing consumers in terms of how they think and what comprises their interests, activities, and opinions (Gill,1989; SeIbert, 1991;Weinstein, 1987). There continues to be a search for appropriate retail segmentation variables by researchers to classify store patrons across situations and competitive environments. To aid in this search, the research presented here partitioned consumers along the psychographic segmentation dimension of fashion and shopping attitudes. The less frequently used demographic characteristic of residence location (rural/urban) was included, along with the more traditional demographic information collected. In addition, the store patronage characteristics of these rural and urban consumers were determined.

The approximately 60 million members of Generation Y are a major force in the consumer marketplace and represent a significant behavioral shift. To develop the broad, multifaceted advertising strategy necessary to reach them, more information is needed to characterize their purchase intentions. This study determines whether the theory of reasoned action can be used as a prediction tool in examining the purchase intention of a selected consumer group and product, Generation Y consumers and fashion merchandise made of emu leather. Respondents' attitudes significantly influenced their purchase intention: The more favorable the respondent's attitude, the higher the purchase intention. Subjective norm and other external variables had no influence on this group's purchase intention. The results partially support the theory of reasoned action as a prediction tool in examining purchase intention of a consumer product. This information is important to the emu leather industry, which may want to target Generation Y consumers.

The purpose of this study was to investigate cyclical fashion movement via women's day dresses from 1860 to 1980. A sample of 489 illustrations of garments was drawn from periodicals based upon a set of explicit criteria. The instrument utilized was designed to pinpoint long term changes in fashion cycles. Data were analyzed using cross-tabulations, time series analysis, and Spearman's rank order correlation. Results from cross-tabulation indicated that there were substantial cyclical changes in skirt length, waist emphasis, and silhouette of women's day dresses for the selected time period. This was further supported by the time series and correlation analyses. The data suggest a series of regularly recurring cyclical changes in women's day dresses. It was concluded that if such cycles continue in a similar pattern, then some degree of predictability for future cycles may be present.

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