Department store is a form of retail business, which sells a wide variety of products and various kinds of products using several staff such as customer service and sales counter staff.
Purchases are usually made in each section of a shopping area. Each section is treated as a separate purchasing center with separate promotional, service and monitoring activities.
Each section is usually headed by a buyer, i.e. the head of the department store who selects merchandise for his section but may also be responsible for promotions and personnel issues.
In general, the pricing of products in department stores is quite high due to the higher costs of stocking some fashionable products. In addition, the department store has the use of personal sales services and has a good store location.
FASHION INVOLVEMENT
Involvement is a metric system that is very helpful in explaining consumer behavior and consumer market segments. Involvement is an interest or motivational part that is caused by a particular stimulus or situation and is shown through appearance.
In general, involvement is a concept that explains the interaction between consumers and a product. In fashion marketing, fashion involvement refers to the interest in the category of fashion products such as clothing.
Browne and Kaldenberg also revealed that fashion involvement is used primarily to predict behavioral variables related to clothing products such as product involvement, purchasing behavior and consumer characteristics.
For example, in finding that fashion involvement in clothing is closely related to personal characteristics (i.e. women and youth) and fashion knowledge, which in turn affects consumer confidence in making purchasing decisions.
Seo et al in their research found that there is a positive relationship between the level of fashion involvement and the purchase of clothes where consumers with high fashion involvement are more likely to buy clothes. Consumers with higher fashion involvement are more likely to engage in fashion-oriented impulse buying.
