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.