Cross-cultural Investigation for Slow Fashion Branding Strategies: U.K., Hong Kong and Korea
There is a growing interest in slow fashion, yet empirical evidence to support its branding strategies is still lacking. To help slow fashion branding strategies, this study was aimed at better understanding consumers' perspectives. Considering the concept's strong local foundation, how other countries' consumers would perceive slow fashion, first claimed in the U.K., is largely unknown. Consumer-orientations to slow fashion was found to have five aspects, which include apparel consumers' propensities toward equity (fair working environment, compensation), authenticity (craftsmanship), functionality (longevity, versatility), localism (local resources), and exclusivity (uniqueness) in their apparel buying decisions (Jung & Jin, 2014). This study was designed to answer the following research question: what aspects of slow fashion increase intentions to buy and pay a price premium for slow fashion products in different countries? To answer this question, Hong Kong and Korean consumers along with U.K. consumers were chosen.