Dress for fit: An exploration of female activewear consumption |
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Authors: | Xiaochen Zhou Clare Hanlon Jonathan Robertson Ramon Spaaij Hans Westerbeek Allison Hossack Daniel C Funk |
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Institution: | 1. Temple University, School of Sport, Tourism and Hospitality Management, 309 Speakman Hall, 1810?N. 13th St., Philadelphia, PA 19122, USA;2. Institute of Sport, Exercise and Active Living, Victoria University, PO Box 14428, Melbourne, VIC, 8001, Australia;3. Faculty Business and Law, Deakin University, 221 Burwood Highway, Burwood VIC 3125, Australia;4. Think Company, 1315 Walnut Street, Suite 201, Philadelphia, PA 19107, USA |
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Abstract: | While the female activewear market is growing rapidly, research on activewear consumption and female consumers is lagging. Existing researchers have failed to produce an in-depth understanding of female consumers’ perceptions of activewear, thereby providing limited insights for the activewear industry. Drawing upon brand association theory and the functional, expressive, and aesthetic model, the authors identify important attributes of activewear brands and how attributes lead to benefits pursued by female activewear consumers. Focus groups were conducted with 72 female activewear consumers in Australia. Findings reveal three product-related attributes (functional design, colour, and size and fit) and two non-product-related attributes (price and model imagery) influence the fulfillment of four benefits (mood enhancement, exercise facilitation, healthy and active lifestyle, and physical fit body image). This research contributes theoretical and empirical knowledge about activewear consumption and the vertical structure of brand associations. Findings of this research can help activewear brands deliver benefits to female consumers through improved product designs and marketing strategies. |
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Keywords: | Activewear Female Brand association Marketing |
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