Exploring Generation Y Consumers’ Fitness Clothing Consumption: A Means-end Chain Approach

Authors

  • Katelyn Patrick Glen Raven
  • Yingjiao Xu NC State University - Department of Textile and Apparel, Technology and Management

Abstract

Thanks to the growing health awareness and the trend of athleisure, the fitness clothing market has been substantially growing. Generation Y consumers are one of the major segments for the sportswear industry in the U.S. The purpose of this study is to identify preferred product attributes, perceived benefits/consequences and driving values related to Generation Y consumers’ fitness clothing consumption. The means-end chain (MEC) model was adopted to identify the underlying values related to Generation Y consumers’ fitness clothing consumption. Data were collected from 35 subjects via laddering interviews. A hierarchical value matrix (HVM) was structured following the means-end chain analysis. Results highlighted Gen Y consumers’ self-esteem, social recognition, and financial needs in their consumption of fitness clothing. Aesthetics and price seemed to be the most salient attributes identified by the subjects for fitness clothing, followed by durability, performance, fit, breathability and wick-ability. Connecting product attributes to consumer values, perceived consequences included economic value, comfort, image, efficiency, and avoiding embarrassment. This study revealed the major values underlying Generation Y consumers’ consumption of fitness clothing as well as preferred product attributes and perceived benefits/consequences. These findings could provide great implications to the fitness clothing companies in their product development and marketing communication.

Author Biographies

  • Katelyn Patrick, Glen Raven
    Katelyn Patrick graduated from the College of Textiles at North Carolina State University with a MS degree in Textiles and a BS degree in Fashion and Textile Management. Currently, she works as a business development specialist at Glen Raven.
  • Yingjiao Xu, NC State University - Department of Textile and Apparel, Technology and Management
    Yingjiao Xu, Ph.D. is an Associate Professor in the Textile and Apparel, Technology and Management Department at North Carolina State University. Her research interests include consumer behavior, brand management, and market analysis.

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Published

2018-02-02

Issue

Vol. 10 No. 3 (2018)

Section

Peer Reviewed Article

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