Fashion/clothing research: An analysis of three journals

Kim K Johnson, Sharron J. Lennon, Jung Mee Mun, Dooyoung Choi

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Purpose: entailed assessing directions in subject matter content and the types of research strategy employed. In research using human participants, the purposes were to assess: sampling strategy, statements limiting generalizability, incentive use, and the use of undergraduates (UGs) as participants. Finally, with studies utilizing UG participants, the purpose of this paper was to assess: directions in subject matter content, research strategy, sampling strategy, justification of participants, statements limiting generalizability, and incentive use. Design/methodology/approach: A content analysis of fashion/clothing research articles (n=963) appearing in three scholarly journals between 1996 and 2013. Findings: Consumer behavior was the most frequent research topic and survey methodology dominated the research strategy employed. Majority of samples were nonprobability, slightly over half of the authors provided statements limiting generalizability of their findings, use of incentives was routinely not reported, and a little over a third used UGs as participants. Of researchers using UGs, consumer behavior was the most frequent topic, UGs were justified as participants, and when both UGs and nonstudents were included as participants, comparisons in responses were typically not made. Research limitations/implications: Articles included were limited to those published in three journals. Practical implications: Author/reviewer guidelines should suggest providing: an appropriate rationale for UG use; descriptive population statistics; statements limiting generalization; information describing the sampling technique; and information on the use of incentives. Also when authors have UGs and nonstudent adults as participants it would be useful to analyze for significant differences between the two groups. Originality/value: First investigation of use of UGs as participants in clothing/fashion research.

Original languageEnglish (US)
Pages (from-to)41-55
Number of pages15
JournalJournal of Fashion Marketing and Management
Issue number1
StatePublished - Mar 9 2015

Bibliographical note

Publisher Copyright:
© Emerald Group Publishing Limited.


  • Consumer behaviour
  • Content analyses
  • Fashion/clothing research
  • Participants
  • Research
  • Undergraduates


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