thesis writing iv - oral 1

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

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Durable Consumable

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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Family Expenditure Survey (FES)

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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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!