Fashion-related remedies: Exploring fashion consumption stories during Covid-19. ‘Nostalgia overpowering, Old is the new me’

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-07-27 DOI:10.1080/20932685.2022.2085604

Nadine Khair, Sadina Malhas

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引用次数: 9

Abstract

ABSTRACT During Covid-19 lockdown, individuals experienced depression, anxiety, and demotivation symptoms tremendously. Therefore, people had to develop coping mechanisms to improve their physical and mental health. Some learned new skills, some re-evaluated their lives and some took the time to relax. This research adopts a qualitative approach by which narratives were collected from 16 participants, who voluntarily responded to the request of the researcher, via social media platforms. The findings reveal the effect of nostalgia on the consumption of fashion-related goods, hidden benefits of COVID-19, transition points among individuals, nostalgia as a coping mechanism, and the choice of acquiring fashion-related goods. Individuals had the chance to reminisce over the past with their family and friends, which led them to consume certain fashion pieces that they feel connected to, to re-live the past. Therefore, fashion brands are encouraged to shift to digital channels to draw, encourage, and connect with their consumers. Moreover, brands should focus on promoting content that focuses on the well-being of individuals to relate to their current state of mind. Furthermore, given the context of the research, fashion brands may discover opportunities to seize in “social group oriented” individuals, who have discovered their ‘true fashion sense,’ during a pandemic.

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与时尚相关的补救措施:探索新冠肺炎期间的时尚消费故事。“怀旧压倒一切，旧的是新的我”

在Covid-19封锁期间，个人经历了严重的抑郁、焦虑和丧失动力症状。因此，人们必须发展应对机制来改善他们的身心健康。一些人学习了新技能，一些人重新评估了他们的生活，一些人花时间放松。本研究采用定性方法，通过社交媒体平台从16名自愿响应研究人员要求的参与者中收集叙述。研究结果揭示了怀旧对时尚相关商品消费的影响、新冠肺炎的潜在好处、个人的过渡点、怀旧作为一种应对机制以及购买时尚相关商品的选择。个人有机会与家人和朋友一起回忆过去，这导致他们消费某些与他们有联系的时尚作品，以重新体验过去。因此，时尚品牌被鼓励转向数字渠道来吸引、鼓励和联系他们的消费者。此外，品牌应该专注于推广关注个人幸福的内容，以联系他们当前的精神状态。此外，考虑到这项研究的背景，时装品牌可能会发现机会，抓住“社会群体导向”的个人，这些人在大流行期间发现了自己的“真正时尚感”。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.

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