Volume 11, Issue 3, 2020 Predicting U.S. Adolescents’ Purchasing of Denim Jeans using Quality Attributes, Behavioral Characteristics, and Sociodemographics Michelle Clouse, Kelsey Hall, Amber Williams Utah State University ABSTRACT Jeans were predominant in American closets until the early 2000s when athleisure grew and passed denim in sales. Currently, athleisure is leading the mindshare of adolescents and has been since spring 2014. Youth have as much discretionary spending as college-students, but youth have fewer to no financial responsibilities. This study sought to establish a predictive model of the factors that contribute to the decision-making process when purchasing denim by 13- to 19- year-old adolescents living in the United States. A conceptual model was developed from the buyer-decision process, quality attributes, behavioral characteristics, and sociodemographics to predict an adolescent’s denim purchase intention. An opt-in panel of 460 adolescents living in the United States took a researcher-developed questionnaire online. A hierarchical multiple regression analysis was used to predict the intention to purchase denim jeans using product attributes, sociodemographics, and purchasing behaviors of denim jeans. The statistically significant predictors of intention to purchase denim were intrinsic attributes-appearance of fabric on body, cognitive attributes, if denim had a tighter fit, and if denim was purchased in the last three months. Predictors that decreased respondents’ intention to purchase denim jeans included if the price for one pair of denim was increasingly more than $40 and gender. The findings suggest the factors adolescents consider important when purchasing denim jeans so that manufacturers could adjust production and marketing as needed. Research efforts should include interpersonal and media influences in the conceptual model to predict denim jean purchases. Qualitative research should have youth evaluate product attributes when denim jeans are present. Keywords: adolescent, survey, denim jeans, buyer-decision process, purchase intention, marketing, quality attributes Introduction 2019). Not far behind, athletic wear became Denim jeans have been a staple in the a fashion statement in the early 1980s, but it American closet since Levi Strauss & was in the early 2000s when athleisure made Company came out with the first riveted an impact on the fashion world and in the blue jean in 1873 (“The Invention of the closets of women (Payer, 2018). Blue Jean,” n.d.). Jeans expanded from the The athleisure trend is replacing working class to the general population denim jeans with leggings, jeggings, and during the hippie movement in the 1960s; tights in many closets. Piper Jaffray surveys then in the late 1970s designer jeans became about 6,000 upper income teens, with an a high-end fashion garment (Montanez, average age of 16 years, every six months to Article Designation: Refereed 1 JTATM Volume 11, Issue 3, 2020 find out their preferences in fashion, movies, clothing, such as jeans, in Canada (Rahman, food, etc. In 2014, athleisure passed denim 2011, 2012), Shanghai, Bangalore (Jin, Park, as the preference for female teens at 14.4% & Ryu, 2010; Wu, 2005), India (Binwani, of the mindshare compared to denim at 2014), Australia (Jegethesan, Sneddon, & 12.7%. In spring 2015, athleisure took an Soutar, 2012), and South Africa (Herbst & even higher set of the female teen mindshare Burger, 2002; Klerk & Lubbe, 2008). Fewer at 15.6% with denim only at 9.1%. In spring studies have focused on consumer denim 2018, the athletic brands continued to lead preferences within the United States, which the market with Nike (23%) and Adidas is an interesting gap in the research because (6%) being two of the top five clothing jeans were first worn by male miners on the brands and making up 29% of the mindshare west coast of the United States (Binwani, for all teens. 2014; Shin, Fowler, & Lee, 2013). The apparel industry is recognizing Adolescents have had their own the discretionary spending Generation Y subculture since the 1950s when the concept (Millennials) and Z possess. Lindstrom of a “teenager” was accepted. Since this (2004) stated that these generations are the time, teenagers have been recognized as “richest generations in history” (p. 191). having different values and responsibilities Royer, Jordan, and Harrison (2005) found that make them a separate market group to that the discretionary spending of youth is be studied (Brown, 1972). Many of the just as much as college-students, but youth studies on denim jeans have primarily have fewer to no financial responsibilities. examined preferences in consumers who are On top of this financial freedom, 93% of 18 years and older (Feather, Ford, & Herr, parents of Gen Z children said their children 1996; Hull, 1963; Klerk & Lubbe, 2008; influenced their family and household Schutz & Phillips, 1976; Swinker & Hines, spending (as cited in Fromm, 2018). Gen Z 2005). Thus, the present state of knowledge is on track to directly spend up to $143 about consumer preferences is limited to billion a year. In spring 2017, Piper Jaffray those purchasing the clothing; however, reported teens were spending 19% of their additional research is necessary to income on clothing. Since that time, Piper investigate the preferences of 13- to 19-year- Jaffray reported overall teen spending was old adolescents (Shin et al., 2013). up 2%, and since fall 2017 it was up 6%. With new technology shifting the The Statistic Brain Research Institute markets, it was important to see what the compiled statistics on teen spending and current consumer preferences are. It was intentions for spending during 2016. Using also important to see what would keep teens the numbers from Statistic Brain and the purchasing “traditional wear,” such as percentage from Piper Jaffray, teen spending denim. This investigation was undertaken to on clothing comes out to be about $39.3 explore the factors adolescents, ages 13-19, billion per year. This age group is powerful use when deciding to purchase denim. and profitable in the market (Zollo, 1999); Female teens are normally the innovators therefore, a better understanding of and early adopters of fashion (Beaudoin, consumer preferences toward denim jeans Lachance, & Robitaille, 2003; Goldsmith, from 13- to 19-year-old adolescents would Heitmeyer, & Freiden, 1991). Fashion give designers, manufacturers, and innovators and early adopters are important marketers the opportunity to create and sell in to the fashion world by getting new denim jeans that are more appealing and designs out by word-of-mouth and relevant to fashion innovators and early electronic word-of-mouth (Bush, Bush, adopters. This change could help take back Clark, & Bush, 2005; Martínez & Polo, their market share and mindshare of 1996; Phau & Lo, 1996; Wolny, 2013). adolescents 13- to 19-years-old. These become important factors for the A few studies have looked at denim industry as they are coming back consumer preferences toward denim from a sales lull due to the rise of athleisure Article Designation: Refereed 2 JTATM Volume 11, Issue 3, 2020 wear. Determining what product attribute information search, evaluation of discrepancies exist may help the denim alternatives, purchase decision, and post industry to change their model and further purchase behavior. The scope of this study increase sales. only encompassed the first four steps of the Since athleisure was launched, there is buyeer-decision process. The entire buyer- still a large portion of the mindshare that is decision process is important to marketers, preferring athleisure over denim. This has rather than just the purchase decision, also lowered the overall sales of denim because they can better predict the needs of jeans. A better understanding of consumer consumers and adjust as needed (Kotler & preferences toward denim jeans from 13- to Armstrong, 2016). 19-year-old adolescents will give designers, The buyer-decision process begins manufacturers, and marketers the with consumers recognizing a need. This opportunity to create and sell denim jeans need can be recognized through internal that are more appealing and relevant to stimuli (hunger, thirst, general needs, etc.) or fashion innovators and early adopters to external stimuli (peers, parents, advertising, compete in a changing market. etc. (Kotler & Armstrong, 2016). The decision process can end here; consumers Purpose and research objective may recognize the need but not want to The purpose of this study was to move forward or may not have the means to establish a predictive model of the factors move forward (Engel et al., 1968). After the that contribute to the decision-making need is recognized, consumers start finding process when purchasing denim by 13- to options that are viable. Consumers use 19-year-old adolescents living in the United cognitive attributes to find information to States. The research objective addressed in help them make their purchase decision. this manuscript was to determine what They look to personal sources, such as quality attributes, past experience, and friends and family; commercial sources, sociodemographic characteristics predict such as advertising; public sources, such as intention to purchase denim jeans. mass media and social media; and To fulfill the objectives of the study experiential sources, such as using the the following hypotheses will be explored: product (Engel et al., 1968; Kotler & (1) Quality attributes (e.g. intrinsic Armstrong,