Beyond the gender dichotomy in fashion: Exploring the factors involved in cross-sexual fashion consumer behaviour for cisgender women

Abstract

Purpose

Our study explored and mapped cisgender female consumers' motivation and shopping experience for cross-sexual fashion, i.e. people shopping for clothes that are not designed or marketed for their biological sex.

Design/methodology/approach

Using a qualitative method, this study explored and mapped consumers' motivation and shopping experience for cross-sexual fashion. Thirteen cisgender female millennials were interviewed about their memories and perceptions of their pre-purchase, purchase and post-purchase experiences.

Findings

The findings defined the model of cross-sexual shopping behaviour in cisgender women with the following: (1) two pre-purchase schemes, i.e. fashioned gender schema and nonconformity motivation; (2) one pivotal and main purchase factor, i.e. time invested in the experience itself; and (3) two post-purchase schemes, i.e. use for comfort and use for protection. Practical marketing approaches in advertising and in-store experiences were identified in order to better target cross-sexual consumers.

Originality/value

Unisex fashion (or degendered fashion) has pioneered a fashion trend considered a growing trend in younger generations. To our knowledge, this study is the first research exploring regendered fashion (i.e. going beyond the cisgender and same-sex purchase approach of fashion consumerism) through the lens of cross-sexual consumer behaviour.

Citation

Almaguer Buentello, D., Bardey, A. and Rogaten, J. (2023), "Beyond the gender dichotomy in fashion: Exploring the factors involved in cross-sexual fashion consumer behaviour for cisgender women", Journal of Fashion Marketing and Management, Vol. 27 No. 4, pp. 697-709. https://doi.org/10.1108/JFMM-03-2022-0047