The current issue and full text archive of this journal is available at

www.emeraldinsight.com/1361-2026.htm

JFMM ACADEMIC PAPER

11,1
An exploratory study on the
reasons for purchasing imported
148
high fashion apparels
The case of Greece
Irene Kamenidou
Technological Educational Institute of Kavala, Aghios Loukas, Kavala, Greece
John Mylonakis
Hellenic Open University, Glyfada, Athens, Greece, and
Konstantina Nikolouli
Municipality of Potamia, Larissa, Greece

Journal of Fashion Marketing and
Management
Vol. 11 No. 1, 2007
pp. 148-160
q Emerald Group Publishing Limited
1361-2026
DOI 10.1108/13612020710734463
Abstract
Purpose – The purpose of this study is to examine the reasons that Greek consumers purchase
imported high fashion apparel over Greek designers high fashion apparel. The objective of the
research is to detect the underlying factors that affect their purchasing behaviour.
Design/methodology approach – Qualitative research was conducted through discussions with
consumer focus groups, all purchasers of imported high fashion apparel. Quantitative research was
undertaken by means of a questionnaire with 28 items referring to the reasons for purchasing
imported high fashion apparel. The sample consisted of 200 high fashion consumers from the city of
Larissa, Greece. Data analysis includes descriptive statistics, reliability, as well as factor analysis by
principal component analysis with Varimax rotation.
Findings – Results indicate that the consumers perceive that the imported high fashion apparel have
better aesthetics, a better line and are produced from quality textiles, compared to the domestic high
fashion apparel. Four factors derived underpinned the purchasing reasons of imported high fashion
apparel: “status and image”, “quality of the product”, “marketing reasons” and “in fashion”.
Research limitations/implications – This research was exploratory in nature and employed a
non-probability sampling method. Future research should be carried out to confirm the findings of the
current study.
Practical implications – This study provides a useful source of information, which can be used by
Greek high fashion apparel designers regarding the reasons why Greek customers of high fashion
apparel purchase imported over domestic ones. This paper suggests which elements Greek designers
of high fashion apparel should focus upon in order to gain a larger market share.
Originality/value – This study is important in terms that it is the first one to explore the reasons for
purchasing imported high fashion apparel over domestic ones in Greece. It highlights 28 reasons
(items) derived from qualitative research. In addition it suggests appropriate quality and marketing
actions to be undertaken by Greek high fashion apparel designers.
Keywords Fashion design, Clothing, Consumer behaviour, Buying behaviour, Marketing, Greece
Paper type Research paper
Introduction
Clothing is a code, a language which allows a message to be created and understood
(Holman, 1980; McCracken and Roth, 1989; cited in Auty and Elliot, 1998). Noesjirwan
and Crawford (1982) cited in Auty and Elliot (1998) state that clothing is a primary Imported high
means of communication. Corneo and Jeanne (1994) found that people communicate
through fashion, while imitation and differentiation are strong elements of it. Fashion
fashion apparels
products reflect self-image (Forney et al., 2005), while fashion apparel reflects
self-concept (Goldsmith et al., 1996), self image and identity (Azuma and Fernie, 2003;
Au et al., 2000; Hogg et al., 1998; Kaiser, 1990), assures personal importance (Forney
et al., 2005; Watt, 1999; Beaudoin et al., 1998) and status (Hoyer and MacInnis, 1997; 149
Lurie, 1981). Fashion apparel has been used to denote group membership (Muller, 2000)
and to impress others (Gould and Barak (1986) cited in Beaudoin et al. (1998).
Branded apparel tends to acquire more favourable evaluations by the consumers
and appears to provide value by enhancing their confidence in forming purchasing
decisions and in this way decreasing risk. Brands can provide assurance to consumers,
particularly when they evaluate products of which the product features are not easily
compared among alternatives (Bristow and Mowen, 1998). In general, everything else
being equal, consumers reduce risk by purchasing brand name products, rather than
unpopular ones. Of all consumer product markets, high fashion is among the one most
associated with branding (Kay, 1995 cited in Fernie et al., 1997), seeking to create a
distinctive image and to be perceived as the personality of the product (Doyle, 1991
cited in Birtwistle and Freathy, 1998). Branding of high fashion clothes has a long
tradition, and can be dated back to the mid-nineteenth century in Paris when the
couturier Worth in an attempt to prevent the counterfeiting of his designs, branded
them (De Marly, 1980 cited in Fernie et al., 1997; Miller and Merrilees, 2004). Moreover,
an early antecedent of lifestyle branding was found in brand communication strategies
of the house of Chanel in Paris in the 1920s (Charles-Roux, 1989 cited in Fernie et al.,
1997). Branding in the fashion sector is very significant for the retailer, since if brand
loyalty is developed he may achieve a significant increase in sales and profit. (Reichel,
1994 cited in Newman and Patel, 2004). For this reason brand loyalty is an important
indicator of success especially for fashion retailers (Birtwistle et al., 1998).
The major problem for the Greek fashion-clothing industry is that demand for high
fashion apparel is mainly for imported apparel and this has, as a consequence
promoted the decline of the demand for Greek high fashion apparel. Over the last
decade or so, thousands of jobs have been lost in the industry; textile industries have
been closed, partly through modernisation, but mainly as a result of international
competition, especially from developing countries. The overall negative economic
climate, forced many Greek textiles companies, seeking lower labour costs, to move
part or all of their activities to other Balkan countries, while those that were no longer
viable closed down. It is difficult to estimate the precise number of companies that have
closed or have moved to other countries, though the problem mainly affects companies
in Central Macedonia and Thrace. Apart from the large-scale redundancies, the
problem also affects micro-companies that provide their services in the form of home
working to larger business units (Karakioulafis, 2005).
Fashion retailers face increasing competition from new entrants as well as from
existing competitors (Birtwistle et al., 1998). In Greece more than 30 high fashion
designers exists, all well known in the domestic market as well as in Europe, some of
which also work in the USA (Baliousi, 2005). Consumers though, seem to satisfy their
needs for social status and identity by purchasing imported high-fashion apparel
rather that the domestic variety produced by the Greek high fashion designers,
especially in cities that were fast developing in the last decades. Such a city is the case
JFMM of Larissa, with total population 150,000 (www.larissa.dimos.gr), which is located in
the middle of Greece and is mainly agricultural and industrial in occupation.
11,1 The aim of this research is to investigate consumers’ reasons for purchasing
imported high fashion apparel in the city of Larissa. The objective of the research is to
detect the underlying factors that affect the purchasing behaviour exclusively of the
Greek consumers.
150 This research is considered of great importance for Greece and for the marketing of
domestic high fashion apparel, since no research has been found in the context of this
issue. Understanding how the customers of imported high fashion apparel make their
judgements is critical to Greek designers, as well as to Greek clothing manufacturers.

Research methodology
The study is based on primary data and is developed on two axioms. The first one
includes qualitative research which took place in July 2005. It was based on consumer
focus groups.. The second axiom includes quantitative research and took place in
August and September of the same year. This was accomplished by means of a
questionnaire that had been constructed especially for this aim, based on the results of
the qualitative research as well as previous research.

Qualitative research
Five consumer focus group discussions were used to fulfil the qualitative research.
Each group consisted of six consumers. Participants were recruited using a
combination of convenience and judgemental sampling. Specifically, participants were
friends or co-workers of the researchers, or customers at these stores and were willing
to help with the research. In addition, in order to get a representative as possible
sample, demographic criteria were used, ie. age groups, marital status, education,
profession and income. Moreover, the basic condition in order for recruitments to
participate in the focus group discussions was to be purchasers of imported high
fashion apparel. Interviews were conducted at participants’ premises in order for them
to be more comfortable. It should be mentioned that probability sampling in qualitative
research is not considered as a necessity (Nickel et al., 1995). Totally, 15 men and 15
women participated, of which 13 were married, 11 single, five divorced and one was
widowed. Also, they were selected equally in five age classes ranging from 18-25,
26-35, 36-45, 46-55, and over 55 years of age. Additionally, as to education, 20 had
secondary education (eight were university students), eight held a bachelor degree, and
two held postgraduate degrees. Lastly, participants varied in their individual income,
ranging from under 600 euros per month to more than 3,000 euros. A questionnaire
schedule was used for the interview with the consumers. The participants were asked
to state the reasons for purchasing imported high fashion apparel, their knowledge
about apparel, fashion, purchasing of brand names, as well as their opinion of Greek
high fashion apparel. Because consumers were reluctant to take part in the qualitative
research if video taped, a tape recorder was used to record the information provided,
which was transcripted and analyzed by content analysis at a later date.

Results of the qualitative research

Most consumers stated that the important reasons for purchasing imported high
fashion apparel over domestic are for their quality of textiles and sewing, as well as
their fit. Also, reasons such as self esteem and quality of life were highlighted.
 A male consumer stated that he wears imported high fashion clothes that have been Imported high
bought six years ago, and these clothes are like new, even after six years. So, he buys fashion apparels
only imported high fashion apparel consciously, because he wants them to last. He also
mentioned that being a sales manager, he has to be very attentive with what he wears.
He reported that he is careful in his dressing decisions, and this is appreciated by peers.
He also believes that by wearing imported high fashion apparel he can advance
professionally. 151
Some students mentioned that they want to imitate celebrities and be dressed like
them. A young female student said that she always wanted to be like Elizabeth Hurley,
and the Prada she buys helps her in a way to change her style.
Older consumers reported as reasons of purchasing imported high fashion apparel:
apparel aesthetics, style, class, and quality in better fit and line compared to Greek high
fashion apparel. They also mentioned that these garments are classic clothes, always in
fashion and do not perish over time. They also stated that by wearing imported high
fashion apparel they show their quality of life. Some even mentioned that they
purchase these clothes for birthdays or other occasional presents. Younger consumers,
on the other hand, stated that by wearing imported high fashion apparel, they attract
the opposite sex, are accepted by peers, who also wear them, and to one point they
imitate celebrities or models. Moreover, they consider them more innovative than the
Greek high fashion apparel. Some also mentioned that they purchase them for
personality reasons, i.e. for their image, self-esteem, self confidence, and to “change
their personality”. A few stated that marketing reasons are the cause for purchasing
imported high fashion apparel, such as that they are proposed by fashion magazines
and are vigorously advertised. When asked if country of origin is essential in
purchasing imported high fashion apparel, consumers stated that this element was not
of importance to them. Therefore, the literature on the influence of country of origin
labels on consumer perception of quality did not apply in this research.

Research questions
The research questions aroused from qualitative research were the following and
which in latter were investigated through field research:
Q1. Why do consumers living in the city of Larissa, (Greece) purchase high
fashion clothes?
Q2. What are the underlying reasons for purchasing imported high fashion
apparel?
Q3. How important is for consumers every constructing element (reason) for the
formation of the above mentioned factors.
Q4. What should Greek designers do in order to gain a larger market share in the
domestic market?

The questionnaire
The results of the qualitative research guided the construction and phrasing of the
structured questionnaire used in the quantitative research that refers to the reasons
that lead consumers to purchase imported high-fashion apparels.
JFMM The questionnaire consisted of 19 questions, divided into four parts. The first part
was concerned with purchasing behaviour of imported high fashion apparel (five
11,1 multi-item questions), the second part dealt with Greek high fashion apparel (five
multi-item questions), the third part (one multi-item question) was concerned with
consumers attitudes towards high fashion apparel, and the last part concerned
socioeconomic and demographic variables (seven questions).
152 In this paper, only the 28 items (question 2, first part) are presented that refer to the
reasons for purchasing imported high fashion apparel. Customers were asked to state
the degree of their agreement for each purchasing reason, on a five-point Likert scale,
where point 5 corresponds to the highest degree of agreement, down to point 1 which
corresponds to the lowest rate of the scale. Specifically, point 5 ¼ Strongly agree,
4 ¼ Agree, 3 ¼ Neither agree/nor disagree, 2 ¼ Disagree, 1 ¼ Strongly disagree.

Quantitative research
Quantitative research took place in August 2005. It had been applied via a sample of
200 consumers from the city of Larissa (a high income city in Central Greece). All
respondants were purchasers of imported high fashion apparel. The participants in the
field research were selected using a combination of mall intercept personal interview
technique (Malhotra, 1999), convenience, snowball and criteria sampling (Aaker and
Day, 1990). The final sample consisted of consumers satisfying the following criteria:
to be purchasers of high-fashion apparel; to be adults; and willing to cooperate in the
field study. Consumers participating in the research were special customers at five
stores in Larissa that sell imported high fashion apparels. Specifically, researchers
went to the five stores, and with the acceptance of the store manager, customers were
interviewed during or after their purchasing (mall intercept technique). These
customers then informed us about their friends or relatives that were customers and
purchase imported high fashion apparel. They would either give us their name and
phone number or would call them in order for us to have an interview appointment
(snowball sampling). Also, some were relatives or friends of the third researcher and in
this matter they could be interviewed (convenience sampling). It must be noted that
there was no sampling frame regarding the number of customers that purchase
imported high fashion apparel, and therefore, it was not possible to estimate the target
population. Also, since this research is considered as a first attempt to study Greek
customers of imported high fashion apparel, the sample size can be considered as
satisfactory for the main statistical analysis utilized (Hair et al., 1995).

Statistical data analysis of the quantitative research

The statistical analysis included estimation of frequencies, percentages and means,
reliability and factor analysis. The form of factor analysis used was principle
component analysis (PCA) with varimax rotation (Hair et al., 1995). As important
variables in factor formation were considered those with factor loadings . 0.50
(Sharma, 1996). Also, the Kaiser-Meyer-Olkin measure of sampling adequacy (KMO) is
mentioned, which is an adequacy indicator of the sample and PCA model
implementation (Kinnear and Gray, 1995).

Consumers’ profile
From the sample, 47 per cent were men and 53 per cent were women. Concerning the
sample’s age 19 per cent were 18-25 years old, 43 per cent were 26-35 years old, 27 per
cent were 36-45 years old, and 14 per cent more than 45 years old. Moreover, 45 per cent Imported high
were single, 42 per cent were married, and 13 per cent were divorced, separated or fashion apparels
widowed. As to occupation, 60 per cent were civil or private servants, 23 per cent were
freelancers, 6 per cent were housewives, 9 per cent were students and 1 per cent was
without an occupation. As to consumers’ education, 13 per cent had secondary
education, 17 per cent postsecondary education and 70 per cent held at least a bachelor
degree. 153
Findings and discussion
Reasons for purchasing imported high fashion apparel
Table I depicts the statistical analysis (percentages and means) of the reasons for
purchasing imported high fashion apparel over the domestic alternative. The main
reasons why consumers purchase imported high fashion apparel were: aesthetics of the
apparels, the better “line” of these products; and the quality of textiles used to produce
them. On the other hand, the reasons that are less important for purchasing these
products are “they change my personality”, “I am more easily accepted by others”, and
“for showing of”.
It must be noted that for 15 items (reasons for purchasing), mean scores were . 3.50,
implying that customers of imported high fashion apparel tend to agree or strongly
agree with these statements (reasons of purchasing). These reasons are the basic
elements that Greek high fashion apparel designers must take into great consideration
in order to be competitive in the domestic market regarding high fashion apparel.

Reliability and factor analysis

As illustrated in Table II, PCA identified four factors (KMO ¼ 0.87, BTS ¼ 2565.56,
p ¼ 0.00). All items had factor loading $ 0.50 on the factors, illustrating a good fit and
accounting for 70.4 per cent of the total variance.
Reliability analysis was calculated for the scale in total, as well as for each factor.
Baker (1999) and Malhotra (1999) state that during the development of a measurement
scale researchers emphasize the need for this scale to be reliable; that is the
observations to be stable and coherent. The calculation of a scale’s reliability is based
upon Cronbach alpha, which is the most widely used for this purpose measurement
method (Peterson, 1994). Malhotra (1999) and Spector (1992) report that Cronbach’s
Alpha indicator has to be at least 0.70 for a scale to be considered as a reliable one. A
Chronbach alpha indicator (a) was calculated for the questionnaire’s unit that refers to
reasons for purchasing high fashion apparels with the presupposition that the scale
used was cumulative (Norusis, 1994; Spector, 1992). Item analysis was also performed
in order to have a better picture in the questions cohesion (in the items) in case the
Cronbach alpha indicator was not completely satisfactory. Reliability analysis showed
that Cronbach’s alpha indicator of the total scale (a ¼ 0.95), as well as of the factors
derived (a ¼ 0.93; 0.85; 0.91; and 0.90 for the first, second, third and fourth factor
respectively) was considered satisfactory (Malhotra, 1999; Spector, 1992; Carmines and
Zeller, 1989).
The first factor, interprets 23.86 per cent of the total variance and consists of 11
variables and could be named “Status and image” because it refers to the items that
have to do with the impression that customers want to make by purchasing and
wearing high-fashion apparel. Specifically, these variables are: it is easier to succeed in
 11,1

154

apparels
Table I.
JFMM

imported high fashion

Reasons for purchasing
Statements Strongly agree Agree Neither agree/nor disagree Disagree Strongly disagree Meana

They have more aesthetics 63.8 23.1 10.1 1.0 2.0 4.46 (0.35)
They have better line 55.3 33.7 8.0 2.0 1.0 4.40 (0.52)
They are made from higher quality textiles 49.7 43.1 5.1 0.0 2.1 4.38 (0.56)
They have better fit 47.7 42.2 8.0 2.0 0.0 4.36 (0.61)
They are not perished 48.7 42.2 5.0 3.0 1.0 4.35 (0.58)
They have more innovative design 54.3 32.7 9.0 2.0 2.0 4.35 (0.53)
They are better/more quality sewed 48.2 44.7 5.1 0.0 2.0 4.33 (0.65)
They are always “in fashion” 51.3 33.5 9.1 5.1 1.0 4.29 (0.60)
I don’t like the apparels that are common and
everybody wears it 51.3 31.5 12.2 3.0 2.0 4.27 (0.63)
They are classic 47.7 34.2 11.1 6.0 1.0 4.22 (0.73)
They are high-fashion designers’ apparels 36.7 27.1 17.1 12.1 7.0 3.74 (1.26)
They are advertised vigorously 21.1 47.7 17.1 9.0 5.0 3.71 (1.05)
They are proposed by the fashion magazines 18.5 41.5 24.6 10.3 5.1 3.58 (1.06)
I purchase it for presents 12.2 46.2 28.4 11.2 2.0 3.55 (0.91)
I feel higher self-confidence 17.8 40.6 26.4 8.1 7.1 3.54 (1.09)
I want to be unique wearing something unique 20.1 38.7 19.1 15.1 7.0 3.50 (1.16)
They lift my image up 12.2 43.1 24.4 15.2 5.1 3.42 (1.05)
They are suggested by the image makers 16.8 34.5 26.4 16.2 6.1 3.41 (1.12)
Increases my self-esteem 16.1 23.1 47.7 9.0 4.0 3.38 (0.99)
They show my quality of life 17.3 34.0 24.4 15.2 9.1 3.35 (1.19)
I like to spend my money in this way 16.1 26.1 32.7 18.1 7.0 3.26 (1.14)
Professionally, it is more easy to succeed 16.6 27.1 25.1 17.1 14.1 3.15 (1.28)
To impress the opposite sex 10.2 32.0 27.4 18.3 12.2 3.10 (1.18)
To imitate celebrities 14.1 33.2 19.6 14.1 19.1 3.09 (1.34)
It is easier to succeed in love 14.7 25.4 29.4 14.2 16.2 3.08 (1.27)
All my friends wear high-fashion apparels 10.3 27.7 27.7 23.1 11.3 3.03 (1.17)
For showing-off 5.0 22.1 33.7 27.1 12.1 2.81 (1.07)
I am more easily accepted from the others 7.0 18.1 36.7 22.1 16.1 2.78 (1.13)
To change my personality 4.0 10.1 25.6 33.2 27.1 2.31 (1.09)
Notes: Sample: 200; a ¼ st.d.
 Imported high
Factor Cronbach
Factors Question-item loading a factor fashion apparels
1st: “Status and image” 23.86% of It is easier to succeed in love 0.84 0.9344
the total variance explained They show my quality of life 0.84
To impress the opposite sex 0.80
Professionally, it is more easy to succeed 0.80 155
They are high-fashion designers’ apparels 0.76
I feel higher self-confidence 0.75
All my friends wear high-fashion apparels 0.73
I am more easily accepted from others 0.71
They lift my image up 0.71
For showing-off 0.62
I like to spend my money in this way 0.52
To change my personality 0.52
2nd: “Quality of the product” They have more aesthetics 0.87 0.8498
19.00% of the total variance They are better/more quality sewed 0.86
explained They have better line 0.86
They have more innovative design 0.85
They have better fit 0.82
They are made from more qualitative
textiles 0.80
They are classic 0.50
3rd: “Marketing reasons” 15.85% To imitate celebrities 0.85 0.9056
They are proposed by the fashion
of the total variance explained magazines 0.81
They are suggested by the image makers 0.79
I want to be unique wearing something
unique 0.73
They are advertised vigorously 0.60
Increases my self-esteem 0.54
I purchase it for presents 0.52
4th “Marketing reasons” 11.63% They are always “in fashion” 0.85 0.8975
of the total variance explained They are not perished 0.80
I don’t like the apparels that are common Table II.
and everybody wears it 0.66 Factors extracted for the
reasons that consumers
Notes: sample: 200 (KMO ¼ 0.87; BTS ¼ 2565.56; p ¼ 0.00); total Cronbach alpha: 0.95; total variance purchase imported
explained: 70.34% high-fashion apparels

love; they show my quality of life; to impress the opposite sex; professionally it is easier
to succeed; they are high-fashion designers’ apparel; I feel higher self-confidence; all my
friends wear high-fashion apparel; I am more easily accepted by others; they lift my
image up; for showing-off; I like to spend my money in this way; and to change my
personality.
The variables: “They show my quality of life”, and “It is easier to succeed in love”
have the highest factor loading (0.84), where 51.3 per cent and 40.1 per cent agree or
strongly agree to this item. Also, the variable “To impress the opposite sex” loads very
high (0.80), with 42.2 per cent agree or strongly agree with the statement. The lowest
loading on the factor (0.52) derives from two variables: “I like to spend my money this
JFMM way” and “to change my personality”, where as 42.2 per cent and 14.1 per cent of the
11,1 sample agree or strongly agree with these statements.
From this factor (and most significant one in that it explains the one fourth of total
variance), it is revealed that the most important reason for purchasing imported high
fashion apparel are the impact that they have on the opposite sex and through them it
is easier to succeed in love. Moreover, customers purchase imported high fashion
156 apparel because they perceive that it is an evidence both of their quality of life (loading
on factor: 0.84) and their high standard of living. At this point it must be mentioned
that imported high fashion apparel has a strong impact on their professional life
(loading on factor: 0.80), as customers reported, because through wearing imported
high fashion apparel they can succeed professionally. Moreover, the fact that they are
imported high fashion apparel seems to be important (loading on factor: 0.76) for
purchasing them over the Greek ones. In addition, reasons associated with
self-confidence (loading on factor: 0.75), self-image (loading on factor: 0.71) and
acceptance by others (loading on factor: 0.71), since peers wear them too (loading on
factor: 0.73); seem to be important for customers to purchasing imported high fashion
apparel. These items which have high loadings on the factor (. 0.70) are highly
associated with purchasing reasons of imported high fashion apparel, and are the ones
that Greek high fashion designers have to take in mind when changing or promoting
their product, in order to compete with the imported ones. Thus, some of these
variables may be important elements of an advertising campaign.
The second factor interprets 19.00 per cent of total variance and is composed of
seven variables which referred to the cloth quality, the way of sewing, the permanent
of the apparels and their design. Specifically, these items are: they have more
aesthetics; they are better/more quality sewed; they have better line; they have more
innovative design; they have better fit; they are made from more qualitative textiles;
and they are classic. This factor could be named “Quality of the product” and all items
have factor loading 0.80 and above except the last one, which is “they are classic”. This
factor reveals that quality reasons are strongly associated with consumers purchasing
decisions for imported high fashion apparel compared to Greek ones. These elements in
sequence reveal the competitive disadvantage of the Greek high fashion apparels,
regarding their products’ quality. Therefore, Greek designers have to improve their
product and create high fashion apparel taking into strong consideration customers
view of quality.
The third factor interprets 15.85 per cent of total variance; is composed of seven
items and could be named “Marketing reasons” because it referred to the items that
have to do with advertisement, image makers’ suggestions, fashion magazines,
celebrities’ imitation. Specifically, these items are: to imitate celebrities; they are
proposed by the fashion magazines; they are suggested by the image makers; I want to
be unique wearing something unique; they are advertised vigorously; they increase my
self-esteem; and I purchase it for presents. The item with the highest factor loading
(0.85) is “To imitate celebrities”, where 47 per cent of the consumers that they agree or
strongly agree with the statement. Other important reasons for purchasing imported
high fashion apparel are that they are suggested by image makers (loading on factor:
0.79) and proposed by the fashion magazines (loading on factor: 0.81). The above
reasons strongly associated for consumers’ purchasing decisions are guides for action
on behalf of Greek designers. Informative and persuasive advertisement must be done
with a very good and long-term marketing campaign. The intriguing feature is that Imported high
Greek high fashion designers do not promote their work as they should from the media. fashion apparels
They confine themselves only to fashion shows with guests à la carte with guest lists,
and these events are patchily covered from the media, as small reports in magazines in
their fashion issues columns. In this way, Greek designers should be more interested in
long-run profits, and take part in advertising campaigns, as individuals or collectively
as Greek designers, in order to promote their work. 157
Finally, the fourth factor interprets 11.63 per cent of total variance; is composed of
three variables and can be named “In fashion”. Specifically, the items (reasons of
purchasing imported high fashion apparel) consisting this factor are: they are always
“in fashion”; they are not perished; and I don’t like the apparels that are common and
everybody wears. This factor is named after the variable: “They are always ‘in fashion’
that loads on the factor by 0.85, with 84.8 per cent of the customers agreeing that
high-fashion apparels are always “in fashion”. Magazines emphasize that the apparel
proposed by them are always in fashion and do not perish by time, reasons strongly
associated for purchasing imported high fashion apparel compared to the Greek ones.
This indicates that Greek designers have to design apparels that do not perish in time,
bringing up again the element that refers to the quality of the product.

Conclusions
This study had as its aim to investigate purchasing reasons for imported high fashion
apparels by Greek customers. This was realized through qualitative as well as field
research. From qualitative research 28 purchasing reasons were detected, which were
continuously tested in quantitative research. Also, it had as its objectives to investigate
the factors defining Greek consumers purchasing reasons for imported high fashion
apparels, accomplished through factor analysis, form: principle component analysis
with varimax rotation.
In this study it was found that Greek consumers claim that foreign high-fashion
apparels have better fit, manufacturing quality, are sewed more qualitatively and are
made from more qualitative and durable textiles. Also, imported apparels have
innovative designs; they last; and they lift consumers’ image. Lastly, it impresses the
opposite sex. The factors “Status and image” and “Quality of the product” play the
most significant roles in customers’ conscience.
Upon the derived factors as well as the item loading on factors, Greek high fashion
designers could base their quality and marketing plans, in order to make favourable in
the customers mind, the image of their products, gain a larger market share and
simultaneously develop loyalty.
This study is a useful source of information for Greek high fashion apparel
designers. It is considered important in terms that it is the first one to explore the
reasons for purchasing imported high fashion apparel over domestic ones in the
country of Greece, using 28 reasons (items) derived from qualitative research. In
addition it suggests the appropriate actions and to the materialization of strategic
programs by Greek high fashion apparel designers.

Limitations and recommendations for future research

The results of this study should be interpreted with several unavoidable limitations
taken into consideration. First of all, this research employed a non-probability
JFMM sampling method, which was adequate for the purposes of this study but cannot be
11,1 considered representative of the general active population in the city of Larissa. This
study was limited to the issues, which were mentioned as the most important ones
exclusively by the Greek consumers in the discussions during qualitative research, and
partially supported by empirical results in previous literature. Also, the country of
origin of imported high fashion apparel, an element which was not mentioned during
158 qualitative research, was not a crucial element of purchasing imported high fashion
apparel. Therefore, the literature on the influence of country of origin labels on
consumer perception of quality did not apply in this study. Finally, this study was
exploratory in nature and future research should be carried out to confirm the findings
of the current study. Future studies involving a nation-based representative sample in
terms of geography and demographics, as well as additional questions, would improve
the validity of results.

References
Aaker, D. and Day, G.S. (1990), Marketing Research, 4th ed., John Wiley & Sons, New York, NY.
Au, J.S.C., Taylor, G. and Newton, E.W. (2000), “East and West think differently? The European
and Japanese fashion designers”, Journal of Fashion Marketing and Management, Vol. 4
No. 3, pp. 223-42.
Auty, S. and Elliot, R. (1998), “Fashion involvement, self-monitoring and the meaning of brands”,
Journal of Product & Brand Management, Vol. 7 No. 2, pp. 109-23.
Azuma, N. and Fernie, J. (2003), “Fashion in the globalized world and the role of virtual networks
in intrinsic fashion design”, Journal of Fashion Marketing and Management, Vol. 7 No. 4,
pp. 413-27.
Baker, T.L. (1999), Doing Social Research, 3rd ed., McGraw-Hill, Boston, MA.
Baliousi, M. (2005), “Greek fashion: Athens collection in style”, Euro2day in life, 26 November,
available at: www. euro2day.gr/articles/914871/ (accessed 11 April 2006).
Beaudoin, P., Moore, M.A. and Goldsmith, R.E. (1998), “Young fashion leaders’ and followers’
attitudes toward American and imported apparel”, Journal of Product & Brand
Management, Vol. 7 No. 3, pp. 193-207.
Birtwistle, G. and Freathy, P. (1998), “More than just a name above the shop: a comparison of the
branding strategies of two UK fashion retailers”, International Journal of Retail &
Distribution Management., Vol. 26 No. 8, pp. 318-23.
Birtwistle, G., Clarke, I. and Freathy, P. (1998), “Customer decision making in fashion retailing: a
segmentation analysis”, International Journal of Retail & Distribution Management, Vol. 26
No. 4, pp. 147-54.
Bristow, D.N. and Mowen, J.C. (1998), “The consumer resource exchange model: theoretical
development and empirical investigation”, Marketing Intelligence & Planning, Vol. 16
Nos 2,3, pp. 90-9.
Carmines, E.G. and Zeller, R.A. (1989), Reliability and Validity Assessment, Sage University Paper
Series on Quantitative Applications in the Social Sciences, series no. 07-001,
Sage Publications, Beverly Hills, CA.
Charles-Roux, E. (1989), Chanel, The Harvill Press, London.
Corneo, G. and Jeanne, O. (1994), “A theory of fashion based on segmentedd communication”,
Discussion Paper No. A-462, University of Bonn, available at: www.wiwi.uni_bonn.de/sfb/
papers/1994/a /bonnsfa462.pdf.
De Marly, D. (1980), Worth: Father of Haute Couture, Elm Tree Books, London.
Doyle, P. (1991), “Branding”, in Baker, M.J. (Ed.), The Marketing Book, 2nd ed., Imported high
Butterworth-Heinemann, Oxford.
fashion apparels
Fernie, J., Moore, C., Lawrie, A. and Hallsworth, A. (1997), “The internationalization of the high
fashion brand: the case of central London”, Journal of Product & Brand Management,
Vol. 6 No. 3, pp. 151-62.
Forney, J.C., Park, E.J. and Brandon, L. (2005), “Effects of evaluative criteria on fashion brand
extension”, Journal of Fashion Marketing and Management, Vol. 9 No. 2, pp. 156-65. 159
Goldsmith, R.E., Flynn, L.R. and Moore, M. (1996), “The self-concept of fashion leaders”, Clothing
and Textiles Research Journal, Vol. 4 No. 4, pp. 242-8.
Gould, S.J. and Barak, B. (1986), “Public self-consciousness and consumption behavior”, Journal
of Social Psychology, Vol. 128 No. 3, pp. 393-400.
Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1995), Multivariate Data Analysis with
Readings, 4th ed., Prentice-Hall International, London.
Hogg, M.K., Bruce, M. and Hill, A.J. (1998), “Fashion brand preferences among young
consumers”, International Journal of Retail & Distribution Management, Vol. 26 No. 8,
pp. 293-300.
Holman, R. (1980), “Apparel as communication”, in Hirschman, E. and Holbrook, M. (Eds),
Symbolic Consumer Behavior, Association of Consumer Research, Ann Arbor, MI, pp. 7-15.
Hoyer, W.D. and MacInnis, D.J. (1997), Consumer Behavior, Houghton-Mifflin, Boston, MA.
Kaiser, S.B. (1990), The Social Psychology of Apparel, 2nd ed., Macmillan, New York, NY.
Karakioulafis, C. (2005), “Job losses at Klonatex textiles group”, Labour Institute of the General
Confederation of Greek labour, Id: GR0504107F.
Kay, S. (1995), “Fashion promotion”, in Easey, M. (Ed.), Fashion Marketing, Blackwell Science,
London.
Kinnear, P.R. and Gray, C.D. (1995), SPSS for Windows Made Simple, Erlbaum, Hove.
Lurie, A. (1981), The Language of Clothes, Random House, New York, NY.
McCracken, G. and Roth, V. (1989), “Does clothing have a code? Empirical findings and
theoretical implications in the study of clothing as a means of communication”,
International Journal of Research in Marketing, Vol. 6, pp. 13-33.
Malhotra, N.K. (1999), Marketing Research: An Applied Orientation, 3rd ed., Prentice-Hall
International, London.
Miller, D. and Merrilees, B. (2004), “Fashion and commerce: a historical perspective on Australian
fashion retailing 1880-1920”, International Journal of Retail & Distribution Management.,
Vol. 32 No. 8, pp. 394-402.
Muller, F. (2000), Art & Fashion, Thames & Hudson, London.
Newman, A.J. and Patel, D. (2004), “The marketing directions of two fashion retailers”, European
Journal of Marketing., Vol. 38 No. 7, pp. 770-89.
Nickel, B., Berger, M., Schmidtm, P. and Plies, K. (1995), “Qualitative sampling in a multi-method
survey: practical problems of method triangulation in sexual behavior research”,
Quality and Quantity, Vol. 29, pp. 223-40.
Noesjirwan, J. and Crawford, J. (1982), “Variations in perception of clothing as a function of dress
form and viewers’ social community”, Perceptual and Motor Skills, Vol. 54, pp. 155-63.
Norusis, M.J. (1994), SPSS 6.1 Guide to Data Analysis, Prentice-Hall, Englewood Cliffs, NJ.
Peterson, R.A. (1994), “A meta-analysis of Cronbach’s coefficient alpha”, Journal of Consumer
Research, Vol. 21 No. 21, pp. 381-91.
JFMM Reichel, A. (1994), “Perceived strengths and weaknesses of Israeli executives”, working paper,
no. 1994-96, Department of Industrial Engineering and Management, Ben-Gurion
11,1 University of the Negev, Beer-Sheva.
Sharma, S. (1996), Applied Multivariate Techniques, John Wiley & Sons Inc., New York, NY.
Spector, P.E. (1992), Summated Rating Scale Construction: An Introduction, Sage University
Paper Series on Quantitative Applications in the Social Sciences, no. 82, Sage, Beverly Hills
CA.
160
Watt, J. (1999), Fashion Writing, Penguin Books, London.

Further reading
Boyd, H.W., Westfall, R. and Stasch, S.F. (1989), Marketing Research: Text and Cases, 7th ed.,
Irwin, Homewood, IL.

About the authors

Irene Kamenidou is Associate Professor of Marketing at the Technological Educational Institute
(TEI) of Kavala, School of Management and Economics, Dept., of Business Management. She is
also Tutor in Marketing at the Hellenic Open University and at the MSc and MBA program of
Technological Educational Institution of Larissa in cooperation with Staffordshire University of
UK. She holds a PhD in Marketing, a BSc in Agricultural Economics and a BSc in Farm
Management. Her area of interests is in Marketing Research and Consumer Behavior. She has
over ten years of working experience in marketing and has published several papers in academic
journals. She is the corresponding author and can be contacted at: rkam@teikav.edu.gr
John Mylonakis is Tutor at the Hellenic Open University. He was Visiting Professor of
Marketing at the Vrije Universiteit Bruxelles and at the Institute Catholique des Haute Etudes
Commerciales, as well as, a Board Member of the International Board of Auditors in NATO,
Brussels. He holds a PhD in Marketing of Financial Services, a MA in International Business and
a BA in Business Administration. He has 22 years working experience and has taught for more
than 20 years in several universities in Athens and abroad. He has already published several
papers in academic journals and articles in marketing professional editions.
Konstantina Nikolouli holds a BSc in Business and Management Administration from the
University of Macedonia, Thessalonica, an MSc in Management from Staffordshire University of
UK in cooperation with TEI of Larissa. Her research interests include: consumer behaviour and
marketing research, business ethics and corporate social responsibility. She has worked in the
banking sector and is currently Marketing Manager in the Municipality of Potamia, Larissa.

To purchase reprints of this article please e-mail: reprints@emeraldinsight.com

Or visit our web site for further details: www.emeraldinsight.com/reprints