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Presenter: Jenny Chen 陳瑩珍Instructor: Dr. Pi-Ying Teresa Hsu
April 20, 2010
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Majima, S. (2008). Fashion and frequency of purchase: Womenswear consumption in Britain, 1961-2001. Journal of Fashion Marketing and Management, 12(4), 502-517.
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Content
I. Introduction
II. Methodology
III. Results
IV. Conclusion
V. Personal Reflection3
Introduction
Historians, sociologists and linguists of fashion have long discussed the use of clothing as a tool of displaying one’s identity.
(Barthes, 1967/1983; Bell, 1947/1992; Breward, 2003; Laver, 1937/1973; Lurie, 1981)
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Introduction
The case of women’s wear provides a vital visible example of interdependent consumer behavior for economists.
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Introduction
Explanations for the changing demographic profile of the fashion public:
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Age effect Generation effect Period effect
Introduction
There has not been any rigorous microanalysis of
changes in the socio-psychological use of clothing,
using expenditure data.
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Introduction
Consumption economists in the past showed little interest in the patterns of changes in purchase frequency, instead focused on the development of demand models which eliminate the effect of infrequency which they saw as a problem.
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Purposes
1. to model the relationships between women’s
outerwear consumption, frequency of purchase and
consumer profiles
2. to analyze historical changes using repeated cross-
sectional data on household expenditure
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Methodology
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Family Expenditure Survey (FES)
Annual sample of 10,000 households Response rates > 60%
Interview Detailed expenditure diary
Methodology
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1. The zero expenditures can be due to the short survey period.
2. Frequency of purchase and the level of spending may be different decisions, influenced by different factors.
Methodology
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zero expenditures and the observed positive expenditures are two
discrete variables
Probit and ordinary least square (OLS) models
Two-part model/
Complete Dominance
model
Methodology
Probit equation:
Ordinary least square equation:
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Results
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Results
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Results
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1947-1956
Results
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Results
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Conclusion
“Fast fashion” growing economic affluence opening up of educational and employment
opportunities casualization of women’s clothing styles decline in retail clothing prices technological changes more frequent, but smaller expenditures
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Personal Reflection
considered various effects that can explain the change of demographic profile of the fashion public
included a large sample for four decades
compared Tobit and the two-part model
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Thank you for your attention!
