Who Are These Sneakerheads?
Is Version Of
The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Despite an increasing social significance within the sneakerhead culture (i.e., consumption misbehaviors), an understanding of sneakerheads in terms of their perceptions, motivations and decision-making processes is virtually non-existent. In order to fill a gap in the literature, the current study incorporates a Grounded Theory (Glaser & Strauss, 2009) approach and aims to address 3 research questions; 1) Why do these sneakerheads buy, collect, and wear sneakers with such a high level of enthusiasm?, 2) How do these sneakerheads go about buying, collecting, and wearing sneakers?, and 3) What perceptions do these sneakerheads have regarding inequity and violent incidents related to the limited release of highly anticipated sneakers?