Beyond the gender dichotomy in fashion: Exploring the factors involved in cross-sexual fashion consumer behavior

Purpose. Our study explored and mapped cisgender female consumers' motivation and shopping experience for cross-sexual fashion, i.e., people shopping for clothes that are not designed or marketed for their biological sex. Design/methodology/approach. Using a qualitative method, this study explored and mapped consumers' motivation and shopping experience for cross-sexual fashion. Thirteen cisgender female millennials were interviewed about their memories and perceptions of their pre-purchase, purchase and post-purchase experience. Findings. The findings defined the model of cross-sexual shopping behaviour in cisgender women with: (1) two pre-purchase schemes; i.e., fashioned gender schema and non-conformity motivation; (2) one pivotal and main purchase factor, i.e., time invested in the experience itself; and (3) two post-purchase schemes; i.e., use for comfort and use for protection. Practical marketing approaches in advertising and in-store experiences were identified in order to better target cross-sexual consumers. Originality. Unisex fashion (or de-gendered fashion) has pioneered a fashion trend considered a growing trend in younger generations. To our knowledge, this study is the first research exploring re-gendered fashion (i.e., going beyond the cisgender and same-sex purchase approach of fashion consumerism) through the lens of cross-sexual consumer behaviour.