How Do Consumers Consume Fashion Online? A Practice-Theoretical Inquiry

Abstract

Fashion is a major part of online consumer culture. In addition to shopping, consumers engage in diverse practices related to fashion consumption. The purpose of this paper is to identify and analyze consumers’ online fashion consumption practices. The study uses a practice–theoretical framework. The empirical material consists of two focus group interviews with thirteen informants and observations of fashion websites. Four interlinked online fashion consumption practices were identified: dreaming, expertise, information search and being part of a community. In addition, twelve procedures related to these practices were identified. The findings indicate that fashion website content should be able to support consumers’ online fashion consumption practices to enable and enhance value creation, facilitate purchase and support the consumption of fashion items. Consumers online fashion consumption practices play a key role in engaging consumers on the website and in directing them toward a purchase.