Fashion stores between fun and usefulness

Purpose - The purpose of this paper is to analyse the relation between hedonic/utilitarian shopping behaviour and a number of key variables, such as store loyalty, perceived value, purchase frequency, money spent, price consciousness, age and gender. The paper aims to provide useful managerial implications for managers of fashion specialty shops. Design/methodology/approach - Factor analysis, analysis of variance and structural equation model, depending on the nature of the considered variables, their theoretical robustness, background and potential implications. Data collected by means of a questionnaire in a natural setting; sample size of 300 respondents. Findings - Provides information about the effects of hedonic and utilitarian behaviour, indicating which variable is affected and how, and suggesting that playfulness pays back, but is not predetermined by gender or age. Research limitations/implications - Fashion stores for apparel have been considered only: further research could consider also different retailing formats and product categories. Practical implications - A useful source of information and advice for managers operating in fashion specialty shops. The paper suggests what retailers should focus on and why. Originality/value - This paper conducts a detailed analysis of suggestions addressed in the relevant literature, providing empirical support and highlighting new findings and relations.