Comparison of Higher Fashion Involvement Group and Lower Fashion Involvement Group in Taiwan

Fashion collaboration becomes a common marketing strategy for many fashion brands in order to attract consumers’ attentions and stand out from competitors. The purpose of this dissertation is to explore the formation of consumers’ attitudes toward fashion collaboration. First, it intends to distinguish different types of consumers, which are higher fashion involvement and lower fashion involvement. Second, by utiliseing four different variables, which are prior attitudes, product fit, brand, and brand familiarity, to discuss how consumers’ attitudes are influenced by these variables. This study adopts quantitative method by utilising self-completion questionnaire to collect primary data on the Internet. A total of 116 questionnaires are collected and 108 are effective. The findings show that there are significant differences between the level of fashion involvement and demographic characteristics, which are gender, age, and time spend on fashion. Moreover, the significant relationship exists between fashion product knowledge and fashion involvement for both groups. As for consumers’ attitudes toward fashion collaboration, both groups are significant with those four variables. For fashion group, the most significant variable is brand familiarity, followed by product fit, brand, and prior attitudes. However, among these four variables, the most significant one for normal group is prior attitudes, followed by brand familiarity, brand, and product fit. Accordingly, normal group has stronger relationships between these variables and the formation of attitudes. In addition, the transferability of brand image and brand familiarity between partner brands can enhance people to evaluate the brand alliance positively