The price of conformity in the local fashion sector

Abstract

Purpose: The purpose of this study is to explore the area of conformity within the local fashion sector and to what extent prices influence the degree of conformity consumers may experience, if at all. Design/methodology/approach: An exploratory approach was used in order to collect and analyse data. Literature pertaining to the areas of conformity, brands and prices were studied. Primary data was collected by means of a focus group as well as a questionnaire. The secondary data employed was by means of content analysis of major brands. Findings: The propositions found were supported by the literature previously examined. A difference was found between the consumer’s perceived behaviour and actual behaviour. Other findings related to student pressure, choice, disposable income and the need for variety. Research limitations/implications: The findings are an attempt to create a foundation for future research in the area of conformity in the local fashion sector. The study has a strong sociological base that may be manipulated in future studies concerning the marketing of fashion. Practical implications: Detailed information on consumers’ perceptions towards brands and prices, as well as the reason why they conform to fashion, provides an indepth insight for marketers in order to better angle their marketing efforts towards their target audience. Originality/value: This research study has deep sociological roots which are then applied to a marketing standpoint. The topics covered in the paper do not typically pertain to those of a marketing study, thus providing a diverse yet valuable perspective to the industry.