Exploring Generation Y Consumers' Fitness Clothing Consumption: A

Volume 10, Issue 3, 2018

Exploring Generation Y Consumers’ Fitness Clothing Consumption: A Means-end Chain Approach

Katelyn Patrick Business Development Specialist, Glen Raven, MS & BS, College of Textiles, North Carolina State University

Yingjiao Xu, Ph.D. Associate Professor, Textile and Apparel, Technology and Management, College of Textiles, North Carolina State University, Raleigh, NC

ABSTRACT

Thanks to the growing health awareness and the trend of athleisure, the fitness clothing market has been substantially growing. Generation Y consumers are one of the major segments for the sportswear industry in the U.S. The purpose of this study is to identify preferred product attributes, perceived benefits/consequences and driving values related to Generation Y consumers’ fitness clothing consumption. The means-end chain (MEC) model was adopted to identify the underlying values related to Generation Y consumers’ fitness clothing consumption. Data were collected from 35 subjects via laddering interviews. A hierarchical value matrix (HVM) was structured following the means-end chain analysis. Results highlighted Gen Y consumers’ self-esteem, social recognition, and financial needs in their consumption of fitness clothing. Aesthetics and price seemed to be the most salient attributes identified by the subjects for fitness clothing, followed by durability, performance, fit, breathability and wick-ability. Connecting product attributes to consumer values, perceived consequences included economic value, comfort, image, efficiency, and avoiding embarrassment. This study revealed the major values underlying Generation Y consumers’ consumption of fitness clothing as well as preferred product attributes and perceived benefits/consequences. These findings could provide great implications to the fitness clothing companies in their product development and marketing communication.

Keywords: Fitness Clothing, Generation Y consumers, sportswear

1. Introduction 2013). A growing segment of the sportswear As of 2011, the United States has led the industry is fitness clothing, which refers to world in the largest and most developed apparel products primarily used for activities market for sportswear (Research & Market, such as working out, recreational use, sports,

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and the growing use of casual wear not solely based on its discernible physical (Sportswear in the U.S., 2013; Patterson, characteristics. Rather, it is the functional and 2011). Over the course of 2013, the fitness psychosocial benefits its use provides, and clothing industry’s sales rose 7% from the how these benefits help the consumer attain previous year, whereas traditional clothing life goals and values that are the greater companies’ sales only rose 1% (Pasquarelli, motivator (Olson & Walker, 1991). 2014). Obviously, the fitness clothing Consumer value is the end goal a consumer segment has outpaced the growth of other desires from a consumption situation and traditional clothing categories (Sherman, plays a critical role in all marketing activities 2014), and is expected to see tremendous (Holbrook, 1996). growth in the coming year. While there is an immense amount of Growth in the fitness clothing market is literature revealing Generation Y consumers’ driven by an overarching trend toward characteristics, prevalent values, and general casualization as consumers are shifting consumer behaviors (Beatty, Homer, & expenditures from other categories into Kahle, 1986; Gong, Li, Wu, & Zhang, 2002; active wear. Fitness clothing is also Ko, Norum, & Hawley, 2009; Hong & Kim, becoming more fashionable, and retailers 2011; Olson & Walker, 1991), limited continue to provide consumers with more research has been conducted on investigating options across styles, colors, patterns, fabrics, and understanding Generation Y’s behavior and technology, causing the market toward fitness clothing. Therefore, boundaries to blur as activewear for understanding that consumers strive to find exercising blends into daywear for leisure products or services that satisfy their purposes (Smith, 2014). Gen Y consumers functional and psychosocial needs as well as play a critical role in the growth of the fitness physical aspects, this study aims to unveil clothing industry (Smith, 2014; Palmieri, underlying values driving Generation Y 2013) due to their health and fitness consumers’ consumption of fitness clothing. consciousness and their involvement in Specifically, this study is designed to exercise. It was suggested that the most likely investigate Generation Y consumers’ fitness clothing purchasers are young adults consumption of fitness clothing in terms of aged 18-34 (Smith, 2014). Generation Y preferred attributes and the underlying consumers are more likely to work out longer driving values. As the goal is to reveal the and more frequently due to their stamina and underlying values related to consumer drive for physical results (Krol, 2014; Smith, behavior, this study adopted the means-end 2014). With this generation being more chain (MEC) approach (Gutman, 1982) with active and its strong purchasing power a laddering interview technique for data accounting for 24.5% of the U.S. population collection and analysis. (O'Donnell, 2014), retailers are striving to accommodate their needs for fitness clothing 2. Literature Review (Smith, 2014; Palmieri, 2013; Park, 2006). 2.1 The fitness clothing industry and the The insight of Generation Y consumers’ athleisure trend behavior toward fitness clothing will be of Sales of fitness clothing have been strategic importance to the practitioners in increasing on an average of 20% since 2000 the field in their endeavors to serve this (Park, 2006). The trend of yoga becoming growing segment. more popular among Americans contributed While environmental trends are greatly to the growth of the fitness clothing contributing to and pushing the growth of the industry. Today the fitness clothing industry fitness clothing industry, it is important to and the market segment of yoga has uncover what really drives an individual significantly evolved making it not only a consumer’s consumption of fitness clothing. fashion trend but a lifestyle trend (Sherman, Marketing research has suggested that a 2014). Other fitness related activities and consumer’s decision to purchase a product is markets such as outdoor activities,

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swimming, cross-fit training, running, and fitness clothing and to exercise more amateur/collegiate/ professional sports are (Sherman, 2014) also growing substantially as well (Smith, Another major driving factor for the 2014; Sportswear in the U.S, 2014; Sherman, growing fitness clothing industry is the 2014). prevalent athleisure trend, which mainly Originally, fitness clothing was mainly stems from people who are embracing designed to be worn while working out, healthier lifestyles while also demanding participating in physical activity, or for more functionality from their wardrobes outdoor leisure (Patterson, 2011; Salfino, (Wilson, 2015). The desire for everyday 2013). Recently, consumers overall are comfort and the great availability of fitness beginning to see a need for a healthy lifestyle clothing that combines performance with (Sherman, 2014; Krol, 2013; Let's Move, stylish looks, makes more and more people 2014). The growth of awareness among feel confident wearing these garments at consumers to improve their well-being has work, or for various activities other than just greatly helped sustain the fitness industry working out in the gym (Cotton Inc., 2012; altogether (Sportswear in the U.S, 2014; Pasquarelli, 2014). Fitness clothing also Sherman, 2014). As more individuals gives non-active consumers the chance to understand the importance of making appear as though they are leading a healthier healthier lifestyle changes the fitness clothing lifestyle, but actually are just capitalizing on industry will be further fueled (Sherman, the athleisure trend by wearing stylish, 2014). comfortable, fashion-forward fitness clothing On top of consumers’ growing health (Palmieri, 2013; Pasquarelli, 2014). awareness, the increasing availability of Research shows that 93% of consumers fitness clothing products is another important purchase and wear fitness clothing for reason why the market has grown (Research activities other than exercising, like traveling, and Market, 2013). The growing sales have working, and running errands, as this type of attracted a variety of retailers, even clothing has increasingly become the “go to” traditional and fast fashion clothing uniform (Salfino, 2012; Sherman, 2014). companies, to join the industry. Retailers Therefore, attributable to the athleisure trend, such as J. Crew, Tory Burch, and Nordstrom consumers purchasing fitness clothing have along with companies like Champion are diversified greatly (Patterson, 2011; either increasing or creating fitness clothing Sportswear in the U.S, 2013; Park, 2006; lines, or are partnering with designers to Sherman, 2014) in the sense that consumers expand their fitness clothing offerings to who do exercise regularly and consumers that reach a bigger target market (Salfino, 2014). don’t exercise regularly both purchase fitness The fitness clothing market and individuals clothing using it for different purposes are beginning to see big name fitness clothing (Patterson, 2011). While the majority of the companies (i.e. Adidas, Nike, Puma, etc.) market hinges on active consumers who team up with fashion designers like Stella participate in exercise regularly, there is an McCartney or Pharrell Williams to produce opportunity for growth in the fitness clothing innovative designs and offer stylish options. industry with respect to non-active Not only are product offerings of fitness consumersose who don’t exercise regularly clothing increasing, but they are becoming (Cotton Inc., 2012). more innovative (Research and Market, 2013; Sherman, 2014). Companies like Nike 2.2 Fitness clothing product attributes and Under Armour are creating While consumers may have different technologically advanced garments and preferences because of their respective accessories. Additionally, companies are activity level, lifestyle, or demographics, the actively advertising and using social media versatility of fitness clothing affords campaigns to drive consumers to purchase consumers, both active and non-active, to blur the lines between appropriate attire for

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work and for the gym (Pasquarelli, 2014). fitness clothing becomes more stylish, certain Male consumers, in particular, tend to brands will appeal to consumers not only on gravitate towards the versatile features of the basis of fulfilling their exercising needs fitness clothing as it is becoming more (i.e., yoga wear vs. cycling wear), but also sophisticated (Pasquarelli, 2014) combining enabling them to project their personal style. performance features with style. Appealing Additionally, consumers purchase certain to both active and non-active consumers, brands because they are popular among their fitness clothing is almost always associated peers or endorsers they admire (Noble, with comfort, fashion, functionality, and Haytko, & Phillips, 2009). Consumers, versatility (Gong, Li, Wu, & Zhang, 2002; specifically Generation Y consumers, seek Wilson, 2014; Pasquarelli, 2013; Cotton Inc., out brand names they trust and recognize 2012). These attributes allow individuals to because they know the level of quality they transition from one activity to the next will receive for the price (Noble, Haytko, & effortlessly (Sherman, 2014; Pasquarelli, Phillips, 2009). 2014; Salfino, 2014). This smooth transition Fitness clothing is available at a wide has earned the fitness clothing an important price range. While some consumers are position in the fashion world as the new daily willing to pay premium prices with the goal uniform. of expressing a healthy and fashionable Comfort tops the ranks as the most lifestyle, others pay a minimum price on important attribute in fitness clothing (Smith, leggings, instead of jeans, for the comfort and 2014). This aligns with the casualization versatility. Therefore, while the hefty price trend and the desire for athletic wear to also tags are encouraging a variety of specialty become daywear. The pursuit of comfort is stores, department stores, and even high-end reflected in consumers’ desire for fit and luxury companies to join the industry and/or other special function related features such as expand their businesses, the diversity of moisture-wicking, breathability, reflective, consumers also attracted low-end mass and stretch (Cotton Inc., 2012; Park, 2006; merchandisers and discount stores into the Pasquarelli, 2014; Salfino, 2013). Research industry. has shown that consumers prefer comfort While consumers of all ages are over other features and often make purchase increasingly purchasing fitness clothing, decisions based on both the comfort and Generation Y consumers, being active as well performance of a garment (Jegethesan, as fashion conscious, represent an important Sneddon, & Soutar, 2012). cohort to capture in order to sustain the The innovative and ever-changing style growth of the fitness clothing industry of fitness clothing is another attractive (Patterson, 2011; Sportswear in the U.S, feature. Similarly, fit and image are other 2013). Fitness clothing features are related attribute desired by fitness clothing transitioning to be more innovative and meet consumers (Cotton Inc., 2012). Partnerships the value and lifestyle needs of consumers, between companies such as Nike, Adidas, specifically consumers of particular ages, Puma, and Under Armour and major fashion such as Generation Y consumers (Sherman, designers reflect the precedence put on 2014; Pasquarelli, 2014). combining expertise in both the performance aspects of a garment and the fashion style of 2.3 Consumer values and the means-end fitness clothing pieces (Salfino, 2012). chain model The brand has also been described as an Consumer value plays an important role “important feature when [an individual] in marketing and consumer research considers making a [fitness clothing (Reynolds & Gutman, 1988). Woodruff purchase]” (Jegethesan, Sneddon, & Soutar, (1997) defines consumer value as “a 2012). The top three favorite fitness clothing customer’s perceived preference for and brands among consumers are Nike, Adidas, evaluation of product attributes, attribute and Under Armour (Cotton Inc., 2012). As performances, and consequences arising

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from use that facilitate (or block) achieving The value level of the hierarchy is not the customer’s goals and purposes in use believed to be consciously experienced by situations." This definition suggests that the consumer (Claeys, Swinnen, & Vanden individuals determine value based on which Abeele, 1995), and is connected to product attributes are present and how important evaluation only through the immediate or those attributes are to achieve an individual’s intermediate consequences of consuming the end goal (Reynolds & Gutman, 1988; product (Gutman, 1992). Woodruff, 1997). Essentially, consumer To elicit means-end chains, laddering value is the end goal a consumer desires from method has frequently been used (e.g., a consumption situation (Holbrook, 1996). Reynolds and Gutman, 1988; Gutman, 1997; Marketing research has suggested that the Ha & Jang, 2013). Laddering refers to an in- best performing firms continuously develop depth, one-on-one interview technique used new strategies to improve consumer value to understand how consumers evaluate the (Parasuraman, 1997; Woodruff, 1997). attributes of products or services, translate The concept of desired consumer value is them into benefits, and finally, achieve their well explained by the means-end chain end goals (Gutman, 1982). The laddering (MEC) model, which argues that a product’s method operates in two steps. The first step is relevance to consumers is derived by the to identify the attributes a consumer prefers personalized perception of the relations (Kirchhoff, Smyth, Sanderson, Sultanbawa, between the product’s attributes and & Gething, 2011). The second step is the individually desired goals (Gutman, 1982). actual interview itself (Kirchhoff, Smyth, According to the MEC model, product Sanderson, Sultanbawa, and Gething, 2011). attributes are the means whereby consumers The interview’s purpose is to ask questions obtain their desired end goals, namely values, that uncover the connections between through the benefits (or consequences) attributes, consequences, and values yielded from consumption. Therefore, when (Gutman, 1982; Kirchhoff et al., 2011). choosing to consume a product, a consumer During the interview, the respondents reply will evaluate the product’s attributes to a series of "why" questions. For instance, cognitively in terms of the consequences "Why is that attribute (or consequence) resulting from the product’s use, and the important to you?" These questions in subsequent instrument in achieving sequence of each other create a chain that important personal values (Gutman, 1992). reveals connections between the attributes, The MEC model suggests a hierarchical consequences, and values referred to as ordering of three interconnected concepts: Hierarchical Value Matrix (HVM) (Gutman, product attributes, consequences or benefits, 1982; Olson & Walker, 1991). and values. The model progressively MEC model has been applied to becomes more abstract as it goes, with understand a wide range of consumer attributes being responsible for the least behaviors including restaurant patronage (Ha abstract level (Ha & Jang, 2012). Attributes & Jang, 2013), vegetable consumption refer to the physical properties or (Kirchhoff et al., 2011), furniture shopping characteristics of products. Consequences are (Lin & Chang, 2012), and store loyalty (Lee, the benefits consumers receive from Chang, & Liu, 2010). Mort and Rose (2004) attributes, which can be both tangible and are one of the first few researchers using the physical experiences, (i.e. hunger or thirst) MEC model to investigate consumer (Gutman, 1982) or emotional and more motivation for hedonic products, including symbolic experiences (i.e., rising group fashion products. Following that, Ko and her status) (Gutman, 1982). The most abstract colleagues (2010), using content analysis of concept in the model is consumer value, advertisements, conducted an investigation which is a customer's desired goal that of consumers’ value structures for clothing determines their consumption decisions products. Based on the consumer value (Gutman, 1982; Reynolds & Gutman, 1988). structure for clothing products suggested by

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Sheth et al. (1991), Ko et al. (2010) provided 3.2 Laddering interview a historical perspective of the general value The interviews were split into two structure, as well as desired product attributes phases. The first phase was a direct and consequences, for clothing products. elicitation of the preferred product attributes Recently, Amatuli and Guido (2011) applied in the form of a short paper and pencil survey, the MEC model in investigating Italian which also collected the subjects’ consumers’ fashion luxury consumption. demographic information and their general This current study will further the undergoing fitness clothing consumption behaviors, such endeavor in understanding consumer value as purchase frequency, favorite brands, and for clothing products by focusing on a excise level. Direct elicitation is believed to specific product category: fitness clothing. provide a strong focus on intrinsically The means-end chain model was adopted in relevant attributes (Bech-Larsen & Nielsen, this study to identify Generation Y 1999) and to be appropriate for low consumers’ preferred product attributes and involvement products (Kirchhoff et al., desired values for fitness clothing. 2011). The second phase was a soft laddering 3. Methodology interview to reveal the perceived 3.1 Data Collection consequences/benefits derived from the Data were collected through laddering preferred product attributes and finally their interviews of 35 students enrolled in a large consumer values. Soft laddering was used to mid-Atlantic university with a diverse allow for freedom of articulation in order to representation of educational backgrounds capture more complex cognitive structures and demographics. The subjects were (Gruner & Valli, 2001; Russell et al., 2004). recruited via a snowballing method. The Standard laddering questions asked original plan was to recruit 50 participants. participants to verbalize why attributes and However, after 30 interviews not much new consequences are important to them. This information was generated. Therefore, the line of questioning was repeated until final interview process stopped after conducting values were elicited and no further 35 interviews. This sample size (35) was in information was generated from the subject line with most sample sizes (range from 26- regarding their values related to the 71) used in previous studies using the attributes. In this study, each subject was laddering technique (Gutman, 1982; Ha & asked a series of why questions for each of Jang, 2013; Kirchhoff et al., 2011). The the attributes identified in the first phase. The interviews took place on campus during a interview questions aimed at identifying two-week time period. The subject was underlying values consumers hold about the greeted upon arrival, and casual conversation attributes that influence their purchasing was made to make them feel more decisions. For instance, if the subject comfortable before beginning the interview. indicated durability as important, they were Once the subject seemed more at ease, they asked: "Why is durability important to you?" were given the survey questions to answer If the subject replied with “Because before beginning the actual interview durability most likely means the garment will process. Each interview lasted between 20 last longer and therefore save me money." and 45 minutes until no new information was Then the interviewer asked, “Why is saving produced. Each subject was interviewed money important to you?" This pattern individually while being tape recorded. The continued until a value is reached and then it tape recordings were then transcribed to was repeated for the next attribute on the list. ensure accurate collection of answers. A total number of 120 pages of transcripts were 3.3 Data Analysis generated and used for data analysis. The analysis and subsequent categorization of the data followed the common method employed in MEC research

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(Gutman, 1982). As typical for qualitative The middle of the matrix revolved around the research, a code system was developed to slightly more abstract consequences, while represent the elements of the MEC model, the highest level of the matrix was reserved including attributes, consequences, and for the values held by the subjects. The values each subject identified. When an connecting lines between each level were element was identified (e.g., price), a code drawn to illustrate the means-end chain (e.g., PR) was used to label that element connections from an attribute all the way to when it was found in each interview the value. Each line was labeled with a count, transcript. This coding system continued for illustrating the number of times that a salient all the MEC elements identified from the attribute resulted in a respective consequence interviews. During the interviews, multiple or a particular consequence led to a desired terms were used by subjects to describe end-state or value. A cutoff value of two similar attributes. It was determined to group counts was established to avoid drawing all similar features and label them with the same lines between the three levels. Therefore, the attribute code. For example, the features of counts of the attributes, consequences, and support, flexibility, and functionality were values compared to their corresponding lines grouped as the performance of a garment. do not always equal to each other. During the The data were coded by an academic interviews, attributes would not always lead professor and a graduate student. Both were to a consequence, or a consequence would familiar with the MEC model. Each not always continue to meet a desired end. identified element was classified as attribute, consequence, or consumer value. It was 4. Results and Discussions relatively straightforward to distinguish 4.1 Profile of participating subjects consumer value from the other two elements A total of 35 student subjects (28 females as it was more abstract and not so specifically and 7 males), age from 18-32, participated in related to the product. Between the attributes this study. They represented a variety of class and consequences, the classification was standings, majors, and colleges across the based on the evaluation of the element having university. Around half (48.6%) of the a source and an end result at the same time or subjects purchased general apparel products not. If yes, it was a consequence. Otherwise, 1-3 times per month, with the remaining it was an attribute. When disagreement subjects shopping less frequently. All of the occurred between the two researchers, the subjects had purchased fitness clothing in the original transcripts were reviewed again, and past with 97.1% of them wearing fitness further revision was made to reach an clothing for activities other than exercises. agreement on the coding and categorization The top three fitness clothing brands among the three levels of elements. purchased among the subjects included Nike After coding and categorization, the (29.6%), Adidas (18.3%), and Under Armour identified items (attributes, consequences, (13.0%). and values) were first tallied and then linked As a result of the data analysis, a total of to create the Hierarchical Value Matrix nine (9) attributes, six (6) consequences, and (HVM). The HVM was formulated from the seven (7) values were obtained for a total of identified salient product attributes, resulting 22 items. Table 1 provides a summary of the consequences, and consumer values. The elements identified at each level (attributes, lowest level of the matrix was the attributes. consequences, and consumer values).

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Table 1. MEC elements obtained for fitness clothing: attributes, consequences, and values Attributes Consequences Values 1. Aesthetics (26) 1. Economic Value (25) 1. Self-Esteem (19) 2. Price (23) 2. Image (18) 2. Social Recognition (15) 3. Durability (18) 3. Efficiency (14) 3. Security (14) 4. Performance (17) 4. Comfort (8) 4. Freedom (10) 5. Fit (17) 5. Self-Expression (5) 5. Accomplishment (8) 6. Brand (9) 6. Avoiding 6. Physical Well-being (7) 7. Fiber Contents (8) Embarrassment (3) 7. Happiness (1) 8. Breathability (6) 9. Wick-ability (4)

4.2 The attributes of fitness clothing 4.3 The consequences of fitness clothing As indicated in Table 1, when asked attributes about the important attributes relative to Consequences tend to be slightly more fitness clothing, the subjects seemed to abstract and were integral to reaching a emphasize the attributes of aesthetics, price, consumer’s desired end-state or value. As performance, fit, and durability of the shown in Table 1, a total of six consequences products, followed by other attributes such as were identified that aided subjects in brand name, fiber contents, wick ability, and reaching their desired end-state or value. breathability. As suggested by the sample Economic value (EV) reflected the profile, the majority (97.1%) of the financial benefits consumers received and participants indicated wearing fitness included responses such as “saving money,” clothing for activities other than exercises. “a good value,” “not wasting money” and The literature also suggested that fitness “saving for the future." Image (I) referred to clothing is adopted as a symbol for an active someone’s physical and social image, often lifestyle and as a casual yet fashionable daily based on their appearance. For example, wear (Salfino, 2012; Sherman, 2014). The subjects stated that “I wouldn’t want people findings of aesthetics being the most to exclude me based on my appearance." important attribute well reflected the Whereas, self-expression (SE) referred to purposes of wearing fitness clothing as how a subject wanted to express their indicated by the results of this study and also personality through their fitness clothing or in the literature. Color and style were other exercise activities. For instance, one subject terms used by the participants to refer to the noted that “colors allow me to show off my aesthetics of the garments. While it was personality.” Efficiency (E) signified how an revealed in the literature that consumers are attribute assisted a subject in feeling or being paying a premium price for certain fitness more productive often declaring “I feel like I clothing products, this study suggested that am more active” or “I can focus better." The the subjects were concerned about the price consequence of comfort (C) was used to points. This finding could be limited in a describe how fitness clothing influenced how sense that it was from a student sample. they felt. Subjects would state that fitness Performance, fit, and durability all were clothing needs to be “comfortable” and viewed as important attributes. The results of would avoiding being “uncomfortable” this study are consistent with the literature whether at the gym or during various other which emphasizes the importance of activities. Lastly, avoiding embarrassment attributes such as comfort, fit, brand, price, (AE) was similar to image, but was a style and performance (Cotton Inc., 2012; consequence referring to a subject avoiding Park, 2006; Pasquarelli, 2014; Salfino, 2013), embarrassment by wearing fitness clothing but at the same time reflect the unique that serves its purpose (i.e., performance, characteristics of Generation Y consumers. wick-ability, and breathability attributes) or

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has a flattering fit (i.e., fit and aesthetic freedom to choose to purchase any piece of attributes). fitness clothing a consumer wishes. For instance, a subject disclosed that by 4.4 Consumer values of fitness clothing purchasing durable, quality pieces of fitness consumption clothing that lasted they subsequently "had The seven values revealed in this study more money and freedom to spend it on other (Table 1) included self-esteem, social wants and needs." Some subjects stated that recognition, security, freedom, the wide range of aesthetics "gave them the accomplishment, physical well-being, and freedom to project different personas through happiness in the order of importance. The their fitness clothing” and "…was able to seven values listed can be thought of as provide for the family when needed…." elements that steer the behavior of consumers Accomplishment referred to a subject (Rokeach, 1973). feeling a sense of success or accomplishment The two most important values were self (Rokeach, 1973) or the ability to complete related. Self-esteem referred to one’s level of planned activities/tasks. It could also confidence or respect for themselves facilitate a subject in feeling as though they (Rokeach, 1973), while social recognition left a lasting contribution. Interviewed referred to the individual’s needs for subjects stated that they “want to be efficient belonging and acknowledgement with a goal so that I feel good about accomplishing what to establish an ideal social self (Rokeach, I planned to do" and "workout to my fullest… 1973). For the value of self-esteem, some to be successful." subjects would state that they “don’t want to The last identified value is physical well- look ugly or like a freak as it will make me being. Physical well-being signified a feel bad about myself.” While another subject subject’s healthy habits or longevity of life said that “working out allowed them to be that they strive for through sought out more confident" about themselves. The value attributes and resulting consequences. of social recognition revolved around the Subjects stated that they wanted to “stay in admiration or respect given by peers shape," “live a long life," "have the best life (Kamakura and Novak, 1992; Rokeach, possible," and “stay healthy." Happiness was 1973). For example, some subjects stated “I also mentioned as an end goal in the study. don’t necessarily wear it to be seen, but when However, due to a limited number of I do, and someone knows what I am wearing mentioning, it was not included in the and appreciates it, it’s nice.” or “If I have a development of the HVM. cute exercise outfit on, I want to show it off." Other subjects described fitness clothing as a 4.5 The hierarchical value matrix (HVM) way to “make good impressions” and "want for fitness clothing to be known by others." Linking the product attributes all the way The values of security and freedom were to consumer values, the resulted hierarchical similar in that both had an aspect of financial value matrix (HVM) revealed the means-end security and the ability to have choices by chains for Generation Y consumers’ fitness being financially stable. Security contributes clothing consumption (Figure 1). Each to a subject feeling capable of taking care of connecting line was labeled with a count, themselves or others who are of importance illustrating the number of times that a salient to them (Kamakura & Novak, 1992; attribute resulted in a respective consequence Rokeach, 1973). For example, subjects or a particular consequence led to a desired indicated that “…enough money for other end-state or value. Due to limited mentioning priorities," "…not need to worry about …," and links between elements, not all the or "being able to provide for family.” elements mentioned were included in the Freedom can also be related to the ability to value matrix. freely express a subject’s personality or the

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The lowest level in the matrix is product purchase through either investing in a attributes. The major attributes identified in durable, long-lasting piece of apparel or the hierarchical value matrix included spending less by purchasing something on aesthetics, price, durability, performance, sale. The end goal of this sought after and fit. Being one of the most sought-after consequence of economic value is to attributes, aesthetics played a critical role in establish a sense of financial security and to Generation Y consumers’ consumption of have more freedom to purchase other fitness clothing. The aesthetics of the products and/or enjoy other activities. This products provided a great means for self- finding is consistent with the literature which expression and ability to maintain a desirable suggested that young consumers are price image with a final goal to gain social sensitive and have the ability to process recognition or to enhance self-esteem. information faster and seek comparative Aesthetics included color, style, and design in prices (Powers and Valentine, 2013). While this study. consumers are willing and prepared to pay a Price and durability were another two higher price for fitness clothing versus major attributes that Generation Y consumers traditional clothing (Cotton Inc., 2012), price paid much attention to when shopping for plays an influential role in consumers’ fitness clothing. While Generation Y may be gathering information about the product and the future of consumerism, the majority of determining the potential longevity of a them are still in college, just graduated, have product. This insight offers fitness clothing settled into their first job, or are starting a companies, high-end fashion designers, and family, making them financially conscious. fast fashion retailers the opportunity to They are more concerned in obtaining an strategically price their fitness clothing economic value of their fitness clothing offerings to reflect the durability (and

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quality) of the garment and capture this price- consumers to purchase fitness clothing, with conscious young market segment. the athleisure trend, its importance was The next attribute of performance relatively not that much valued by the young referred to the characteristics of support, consumers compared to the self-esteem and flexibility/stretch, and functionality of fitness social recognition needs. clothing. In addition to the perceived consequence of economic value, 5. Theoretical and Managerial performance also led to the consequences of implications comfort and efficiency. Comfort referred to This study aimed to explore Generation the feeling of the body not being restricted by Y consumers' consumption of fitness the clothing worn, which eventually led to the clothing in terms of preferred product value of physical wellbeing as “when I feel attributes, perceived benefits/consequences, comfortable, I am more likely to continue and driving values. The study revealed that doing exercise to enhance my physical and the majority of the participants wore fitness health condition." Efficiency referred to the clothing for activities other than exercises. consequence of being effective and This finding is consistent with the finding of productive in exercising, which could lead to aesthetics being the most important attribute, the goal of maintaining physical wellbeing instead of performance. Similarly, the image and also enhancing self-esteem. Another end related values such as self-esteem and social goal for the subjects to value the consequence recognition, rather than physical well-being, of efficiency is to feel accomplished in a sense were highlighted in this study for Generation that “I am able to consistently workout to Y consumers' fitness clothing consumption. maintain my physical wellbeing and ideal Another important attribute revealed in this physical image." study was price, which strongly related to The major values revealed in this study consumers' pursuit of economic value and reflected consumers’ physical, financial, finally their end goal of financial security and social, and psychological needs in term of freedom. Durability, also referring to the physical wellbeing, security and freedom, quality of the products, were also desired as a social recognition, accomplishment, and self- way to achieve economic value and esteem. Among these values, the most consequently to establish financial security dominant ones were self-esteem and social and freedom. These findings were well in recognition, both linked to the consequence line with the literature in terms of preferred of image. Self-esteem centered more on ones’ products attributes (Cotton Inc. 2012; self and referred to the confidence or respect Palmiereri, 2013; Salfino, 2012; Mintel, an individual has for themselves. Whereas 2014), but more importantly, it reflected the social recognition revolved around others unique characteristics of Generation Y and referred to the admiration or respect consumers, including image conscious gained from peers. While social recognition (Fernandez, 2009), strong sense of belonging was mainly achieved through the and being well respected (Hong and Kim, consequence of image, self-esteem was a 2011; Kim, 2005), pursuit of security (Kim, consequence of several consequences as seen 2005), and self-esteem (Logan, 2008). in the hierarchical value matrix including The results of this study can be of great comfort, image, self-expression, efficiency, interest to the fitness clothing industry in and avoiding embarrassment. The next their efforts of targeting the Generation Y major driving values were from the financial consumers who are representing a large perspective: freedom and security. While market segment both in size and in security mainly focused on the self being able purchasing power. It is of great benefit for the to get basic needs fulfilled, freedom also companies to recognize that these young provided a perspective of helping and consumers were very image driven with a providing for others. While Physical well- goal either to enhance self-esteem or to gain being was originally a major motivation for social recognition and were wearing fitness

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clothing for activities other than exercises. consumers to improve their overall physical, Sportswear companies such as Nike cannot financial, mental, and social psychological rest on their strong brand appeal, advanced lives. Additionally, the appreciation of technology, and expertise in producing consumer decision-making process revealed functional products. They also need to pay in the hierarchical value matrix can help close attention to the aesthetics of their companies in identifying what consumers’ products, especially in an environment when value and also determining what values the more specialty stores, high-end designer company should focus on. companies, and even fast fashion retailers are joining the industry. However, it is also worth 6. Limitations and future studies noting that while consumers want clothing As a qualitative research study, this study that is stylish, comfortable, and are buying it bears several limitations. First, while the for more reasons other than to work out, sample size was in line with the average when it comes to exercise, performance and sample size of similar studies and no new the technical requirements such as information was produced after interviewing breathability and wicking ability of the 35 subjects, it could be beneficial to examine clothing do matter. That is why it was a different sampling unit, such as non-student suggested that it might be difficult for fashion Gen Y population. Secondly, the sample retailers who are getting in the sports apparel consisted predominantly females (28 female industry to build credibility without this and 7 male). This was due to the primarily expertise (Smith, 2014). voluntary nature of subject selection. More Another implication is coming from females agreed to participate. It would be Generation Y consumers’ pursuit of interesting for future studies to interview economic values for an end goal of financial more males to see if differences exist security and freedom. While paying less was between genders in terms of attributes and the considered as a typical way to save money, resulting consequences and values of those companies will benefit to appreciate that opposing attributes. investing on high price tag items for lasting While the study examined the uses of quality was another means Generation Y fitness clothing and salient product features consumers took for the pursuit of economic that Generation Y consumers look for in value. Therefore, it is well justifiable for fitness clothing, it lacks addressing the high-end companies to invest in expensive possible shopping motivations toward fitness high quality, long-lasting, and sweat-wicking clothing. It could be of importance for materials, while low-end retailers are only companies to understand why consumers go paying a fraction of the cost to deliver similar to purchase fitness clothing as well as salient looking products. The key point is that product features and driving values. Another companies need to appreciate Generation Y direction for future studies is to distinguish consumers' limited budget situation and their between those active and non-active mindset of obtaining financial security and consumers in their fitness clothing freedom. consumption behaviors. The hierarchical value matrix also provides a great insight of Generation Y References consumers’ layers of thinking in their fitness Amatulli, C. & Guido, G. (2011). clothing consumption. The linking from Determinants of purchasing intention attributes to values can assist companies not for fashion luxury goods in the Italian only in their product development but also in market. Journal of Fashion Marketing their marketing by focusing on and and Management, 15 (1), 123-136. communicating consumer values to their target market segment. Successful companies should not only focus on providing the most demanded products, but also advocating for

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