This research examines the impact of self-image, materialism, product image and congruence on consumers’ engagement in fashion clothing. It was also found that fashion clothing congruence increases consumers’ perception of fashion clothing’s influence on fashion. Finally, it was observed that fashion clothing influence influences consumers’ fashion perception. In this article, we provide an explanation for this finding by means of a multiple regression analysis.
According to our main article, we conducted a descriptive analysis using two different samples: one representative of haute couture and one representative of mass-produced, non-conventional fashion clothing in the same category. As in the case of the first sample, significant main effects were observed for both haute couture and mass-manufactured garments. However, there were significant main effects of material and product type on the haute couture garment, but not on the mass-manufactured item. We also observed a significant main effect of brand image on the haute couture garment, but not on the mass-manufactured item. Therefore, from these findings it is possible that the object of aesthetic attention in the case of the haute couture garment is not directly related to its material, but to the style and/or status symbol attributed to it.
Based on our main findings, we suggest that the meaning of the fashion clothing garment – be it haute couture or mass-produced dress – lies in the designers’ vision of beauty. Haute couture designers, who create original fashion clothing, craft unique, one-of-a-kind garments with significant social, political, and historical significance. The visual language of fashion design conveys these important concepts and symbolic values in everyday fashion. Haute couture designers take pride in their work and are willing to spend considerable periods of time and effort in conceptualizing and reworking their designs. Consequently, clothing of this type frequently exhibits unusual patterns, vivid colors, and complex, symbolic designs. Because of these features, this type of apparel has distinctive aesthetic appeal.
In addition to displaying unique visual language, designers of fashion clothing are also concerned with the visual implications of their clothing, especially when they come in contact with others. It is widely believed that the fashion designer who designs an original, one-of-a-kind garment has a clear vision of how that garment will be interpreted by those who will wear it. Consistent with this belief, we believe that these designers create their clothing in order to have an impact on the viewers of their work.
In our view, fashion industry workers should not be criticized for having a subjective view of the fashion industry. Their opinions may not reflect the public’s perception of the product. On the other hand, there are many aspects of the fashion industry that do contribute to the society in terms of income, quality of life, and beauty standards. For example, women and men who work in the clothing industry may have different perceptions of what is beautiful, but they also share a common idea that a woman should look well-kept, neat, and healthy. Thus, women can feel confident about looking attractive while also feeling good about looking fit. The same can be said for men who often criticize the fashion industry for being patronizing women or for having objectifying styles.
Although the mass market sometimes provides consumers with attractive alternatives, it usually does so without consideration of the unique characteristics of each item. Instead, the items are seen as “all-purpose” pieces that have universal appeal. When a person sees half-way garments or casual dresses, for example, he or she may assume that the general appearance of these items is standard fashion. Such an individual would then look for ways to make his or her clothing outfit unique. This approach can then be applied to fashion design and the creation of half-way garments or other types of fashionable garments.