Purpose

Our study explored and mapped cisgender female consumers' motivation and shopping experience for cross-sexual fashion, i.e. people shopping for clothes that are not designed or marketed for their biological sex.

Design/methodology/approach

Using a qualitative method, this study explored and mapped consumers' motivation and shopping experience for cross-sexual fashion. Thirteen cisgender female millennials were interviewed about their memories and perceptions of their pre-purchase, purchase and post-purchase experiences.

Findings

The findings defined the model of cross-sexual shopping behaviour in cisgender women with the following: (1) two pre-purchase schemes, i.e. fashioned gender schema and nonconformity motivation; (2) one pivotal and main purchase factor, i.e. time invested in the experience itself; and (3) two post-purchase schemes, i.e. use for comfort and use for protection. Practical marketing approaches in advertising and in-store experiences were identified in order to better target cross-sexual consumers.

Originality/value

Unisex fashion (or degendered fashion) has pioneered a fashion trend considered a growing trend in younger generations. To our knowledge, this study is the first research exploring regendered fashion (i.e. going beyond the cisgender and same-sex purchase approach of fashion consumerism) through the lens of cross-sexual consumer behaviour.

中文翻译：

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超越时尚界的性别二分法：探索影响顺性别女性跨性别时尚消费者行为的因素

目的

我们的研究探索并描绘了顺性别女性消费者对异性时尚的动机和购物体验，即人们购买的服装并非针对她们的生理性别设计或销售。

设计/方法/途径

本研究使用定性方法探索并绘制了消费者对异性时尚的动机和购物体验。采访了 13 位顺性别女性千禧一代，了解她们对购买前、购买中和购买后经历的记忆和看法。

发现

研究结果将顺性别女性的跨性别购物行为模型定义为：(1) 两种预购方案，即时尚的性​​别图式和不从众动机；(2) 一个关键的主要购买因素，即在体验本身上投入的时间；(3)两种购后方案，即舒适使用和保护使用。确定了广告和店内体验中的实用营销方法，以便更好地针对异性消费者。

原创性/价值

男女皆宜的时尚（或退化时尚）开创了一种时尚潮流，被认为是年轻一代的增长趋势。据我们所知，这项研究是第一项通过跨性别消费者行为的视角探索再造时尚（即超越时尚消费主义的顺性别和同性购买方式）的研究。