Ainhize Eletxigerra

Buying beyond the binary: self-centeredness, need for uniqueness, and modular gender-neutral fashion purchasing

Purpose Gender-neutral (GN) apparel has moved from a niche proposition to a more visible retail strategy, yet fashion managers still have limited evidence on who buys modular GN apparel and why. Modular GN apparel is defined here as garments that are marketed independently of bin...