IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04065073.html
   My bibliography  Save this paper

Perceived similarity as a lever to develop the modest fashion market in France?

Author

Listed:
  • Alice Audrezet

    (ISG Paris - Institut Supérieur de Gestion - International Business School, Paris)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Modest fashion, which has been defined as a fashion that "incorporates styleconsiderations into the quotidian practices of everyday religion" has triggerednumerous reactions from politics and intellectuals in France since 2015. Consideringsuch an intense debate, fashion retailers have to face a dilemma: should they – and ifso, how – offer modest fashion lines to seize the opportunity of an important demand,but at the risk of alienating nontargeted consumers? Building on an exploratory studyand literature on nontargeted consumers' response, we develop a conceptual model ofthe attitude towards modest fashion of French consumers of the majority group. Wetest this this model through a quantitative survey. The results highlight the influence ofvalues, age and involvement in fashion on their attitude. More interestingly, thisinfluence appears to be mediated by perceived similarity. We formulate managerialimplications for fashion retailers established in France.

Suggested Citation

  • Alice Audrezet & Béatrice Parguel, 2019. "Perceived similarity as a lever to develop the modest fashion market in France?," Post-Print hal-04065073, HAL.
    • Handle: RePEc:hal:journl:hal-04065073
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Keywords

    Fashion; Similarity; Religion;
    All these keywords.

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04065073. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.