I shop where I belong: The Influence of Self-monitoring on Fashion Retailer Choice

Current economic climate in the UK means that fashion clothing consumers are currently polarising into extremes of consumption between value and luxury clothing retailers. Self-monitoring is a personality trait, which enables the individual to interpret and contextualise their inner and outer self. Self-monitoring has previously been investigated to define its effects on consumption behaviour and high self-monitors appear to be concerned principally with the aesthetics of the self and are attentive to the messages that clothing and other outward physical representations send whereas low self-monitors are primarily attracted to the more utilitarian aspects of a consumption offering. Taking into account the current economic climate with which fashion retailers are faced and the continuing growth of value retailers, this exploratory research investigates the influence of the self-monitoring trait on fashion retailer choice. As indicated from the findings, self-monitoring theory was shown to play a significant role in the choice of clothing retailer among young student females (aged 18-24) participating in this research. Through associative statistical tests, this study concluded that low self-monitors will shop with value retailers in preference to any other area of the market whereas high self-monitors were shown to be motivated by a lifestyle dimension rather than price and did not shop frequently in value outlets.