The Changing Behavior & Attitudes of Male Consumers towards Fashion and Clothes Shopping
After reviewing our literature we found that most of the information is stereotypical, negative and outdated. due to the fact that this area has not been studied extensively
The population we planned to study for this qualitative research was male consumers of fashion industry, particularly interested in shopping for clothes. These male consumers were aged between eighteen and thirty. At the beginning our team planned to gather eight people for the focus group, but later on we had to narrow it down to six people. It was very hard to gather the sample for the focus group, because a lot of male consumers rejected to participate as they were very busy. A friend of ours was working as a staff member in menswear department of Zara store in Henry Street. We asked for his help to find male customers of the store who would be willing to participate in a focus group. Fortunately our friend managed to find four men aged between eighteen and thirty to participate in our study. While he was helping us in Zara store we tried our luck in River Island store right beside it and finally found the other two male consumers who gladly accepted to participate in our focus group.
To gather the people from population we used a convenience sampling plan with some basic requirements. Basically it had to be only males and they had to be truly comfortable with the topic and to fit the age range mentioned above. The main reason we used this sampling plan with basic requirements was due to the lack of quality information about the changing behavior and attitudes of male consumers towards the fashion and clothes shopping. We thought that if we could gather male consumers who are truly comfortable with the topic and fit the age range, we could have a very accurate focus group with honest and mature discussion.
The research we are conducting is primarily qualitative research. We feel that qualitative research will help us to find a lot more quality information about the changing behavior and attitudes of male consumers towards fashion and clothes shopping. We are aiming to use an exploratory method of research as we want to explore male consumers and get the insight into their shopping habits and practices, find out the main reasons why they shop for clothes, evaluate their attitudes towards fashion, and understand their changing behavior and their shopping experiences. We think that the secondary research information that we found creates stereotypical assumptions of male consumers. For instance, according to Chrissy (2013) most men hate shopping for clothes and their wardrobes contain only few outfits excluding the work clothes. This basically means that most men have one outfit for leisure and one for special occasions like wedding or funeral. This secondary research information automatically creates stereotypical assumptions and we thought...