What is it about?
Handmade clothing consumption is trending. We show that consumers use handmade clothing for the purpose of self-expression, which provides subsequent spin-offs for brands, namely brand love and word-of-mouth.
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Why is it important?
While marketers of handmade brands often use 'made with love' cues, we show how marketers of handmade clothing can benefit from their consumers' self-expression in the form of brand love and word-of-mouth recommendations if they get it right.
Perspectives
I hope that marketers realize there is value in connecting with consumers' sense of self in their marketing communication about handmade products to convey opportunities for self-expression along with the embedded love of handmade products in their brand communications.
Liezl-Marie van der Westhuizen
University of Pretoria
Read the Original
This page is a summary of: Handmade clothing consumption as a means of self-expression, Journal of Fashion Marketing and Management An International Journal, February 2023, Emerald,
DOI: 10.1108/jfmm-07-2021-0175.
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