Exploring the Third Gender in Fashion: From Consumers’ Behavior to Designers’ Approach towards Unisex Clothing

Beyond the gender dichotomy in fashion: Exploring the factors involved in cross-sexual fashion consumer behaviour for cisgender women

“…The cross-sexual fashion purchase does not represent the gender definition of the consumer herself (i.e. defining oneself as non-binary, masculine type or feminine type) or gender fluidity but does reflect on the gender associated with the outfit as shown by Bardey et al (2020). It is interesting to note that the affinity for gendered outfits was either a permanent pattern for some participants or a fluctuating pattern that changed according to participants' mood or fashion practice.…”

“…This recent research has underlined the importance of better considering the perception by consumers of gender, i.e. masculinity vs femininity of the brands and products, and the need to regendering fashion (Bardey et al, 2020). This study explores why and how consumers approach cross-sexual shopping in light of the current literature review.…”

“…In the case of unisex perfumes, affinity to scent and perception of quality are critical for the consumer's willingness to purchase (Markham and Cangelosi, 1999). In the case of clothing, it was found that the consumer is more interested in the style of the clothes, while designers who would create unisex styles focus on understanding the context in which the consumer will use the clothes (Bardey et al , 2020). This recent research has underlined the importance of better considering the perception by consumers of gender, i.e.…”

“…This recent research has underlined the importance of better considering the perception by consumers of gender, i.e. masculinity vs femininity of the brands and products, and the need to regendering fashion (Bardey et al , 2020).…”

Analyzing genderless fashion trends of consumers’ perceptions on social media: using unstructured big data analysis through Latent Dirichlet Allocation-based topic modeling

“…The perception of gender was influenced by factors such as feminism and relevant social movements in the 1960s and the development of mass media and the change from biological sortation to social gender. This had an impact on “androgynous” styles in the 1970s and “glam” looks in the 1980s, which transformed into the “unisex” concept, described as suitable for both males and females (Bardey et al, 2020 ; Mills, 2015 ). Lee ( 2021 ) highlighted that unisex is different from genderless fashion in terms of distinguishing methods to differentiate gender; it is based on the gender distinction between men and women, and embraces the same design, whereas the genderless style does not dichotomize gender and encompasses a wide spectrum of gender identities.…”