Abstract:
Many established clothing brands did not survive the global COVID-19 pandemic,
while some unexpectedly departed from countries such as South Africa which is a
gateway for clothing imports in Africa. This raised questions about consumers' legitimacy
perceptions of clothing brands, hence brands' worthiness of support during trying
times. This study subsequently investigated Millennials' beliefs about clothing
brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to
support self-worth (cognitive legitimacy), arguing that this cohort, based on considerable
market size and particular interest in clothing, significantly influences brands'
survival in the marketplace. Uniquely integrating the Classical Delphi Technique, a
focus group discussion and Means-End-Chain (MEC) analysis in a 3-phase mixed
method endeavour (involving N = 53; N = 10 and N = 350 participants respectively),
the study identified Millennials' preferred clothing brand attributes and the related
consequences associated with brands worthy of support. Using MEC's series of hierarchical
value maps, findings were translated in terms of the underlying predominant
values that direct Millennials' brand choices. ‘Hedonism’ and ‘security’ subsequently
emerged as the predominant personal values—per Schwartz's (1994) value
continuum—that drive Millennials' brand legitimacy inferences, suggesting pertinent
approaches in retail to satisfy consumers' needs. Recommendations for future research include a differentiation of gender differences, and other demographic segments
to facilitate market segmentation, and a follow-up quantitative study. Implications
for retail and business strategy are presented.
