Consumers general attitude towards fashion library concept : case company: Nurmi Design Oy
Nguyen, Nhu (2015)
Nguyen, Nhu
Lahden ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015112618041
https://urn.fi/URN:NBN:fi:amk-2015112618041
Tiivistelmä
The study was commissioned by Nurmi Design Oy, and contributes to their business strategic development work. At the moment, the company is considering elaborating its Nurmi Clothing Library, a form of the fashion library business model, on both scale and scope. Thus, one of the main concerns of the company is to find out how the consumers perceive the idea of fashion library. For that reason, this study was carried out to find out the general attitude of consumers in Lahti (Finland) towards the concept of fashion library.
The theoretical basis of this study was formed by three theories, namely fashion adoption, fashion orientation, and tri-component of attitudes. In addition, the concept of fashion library was explained and characterized. Literature review on the concept as well as its practical development were also presented in the study.
In the empirical section of the study, the quantitative research approach was utilized. As a means for data collection, a questionnaire was sent out to young consumers in the area of Lahti City via different channels. The data gained from 114 valid responses for such questionnaire acted as the input for the empirical study. The IBM SPSS Statistics software version 23 was used to perform the data analysis.
The results from the data analysis showed that the young consumers in Lahti, generally, have a rather neutral to positive attitude towards the fashion library concept. Half of the respondents reported liking the concept on different degrees, and people held a comparatively fair-mind about the likelihood of their using the fashion library in the future. The study also discovered the reasons why consumers are for or against the idea of renting or borrowing clothes, the popular occasions for renting or borrowing clothes, as well as the important criteria when renting or borrowing clothes and the suggested price range for the fashion library subscription.
The theoretical basis of this study was formed by three theories, namely fashion adoption, fashion orientation, and tri-component of attitudes. In addition, the concept of fashion library was explained and characterized. Literature review on the concept as well as its practical development were also presented in the study.
In the empirical section of the study, the quantitative research approach was utilized. As a means for data collection, a questionnaire was sent out to young consumers in the area of Lahti City via different channels. The data gained from 114 valid responses for such questionnaire acted as the input for the empirical study. The IBM SPSS Statistics software version 23 was used to perform the data analysis.
The results from the data analysis showed that the young consumers in Lahti, generally, have a rather neutral to positive attitude towards the fashion library concept. Half of the respondents reported liking the concept on different degrees, and people held a comparatively fair-mind about the likelihood of their using the fashion library in the future. The study also discovered the reasons why consumers are for or against the idea of renting or borrowing clothes, the popular occasions for renting or borrowing clothes, as well as the important criteria when renting or borrowing clothes and the suggested price range for the fashion library subscription.