Lived experience of fashion and emotion

This study applied the existential-phenomenological interviewing method to explore the current phenomenon of fashion consumers’ buying experiences. Consumers’ lived experiences were studied in an attempt to provide insights into consumers’ buying behaviour, especially the role of emotion in fashion buying process. The findings in this paper were based on case studies of Hong Kong fashion consumers. A discussion of fashion and emotion in fashion selection process was followed. Finally, the implications for fashion retailers were considered and outlined.Institute of Textiles and ClothingRefereed conference pape