Perceived financial constraints and consumers' responses to (non) minimalist fashion brand appeals

Purpose Minimalism is a lifestyle that has been growing in popularity and attracting the attention of the market and global brands. However, consumers' responses to fashion brands with minimalist appeals continue to require further investigation. The present study investigates the impact of perceived financial constraint on consumers' evaluation of (non)minimalist fashion brands. Design/methodology/approach Two experiments and one survey were conducted to test the influence of financial constraint and evaluation of (non)minimalist fashion brands and the underlying process of materialism (Studies 1–3), in addition to the moderating impact of status motive on this relationship (Study 3). Findings Financially constrained consumers provide more positive evaluations not only for non-minimalist brands but also for minimalist brands, compared with those with lower financial constraints. This effect is explained by the increase in materialism, triggered by the scarcity mindset of those with higher financial constraints. Status motive moderates this effect. Financially constrained consumers only increase their materialism if they have high-status motive. Originality/value Although past research has associated minimalist brands with consumers with higher socioeconomic status, this study shows that when consumers feel financially constrained, their responses to fashion brands with minimalist appeals might become more positive. In addition to their contribution to the literature on consumer financial resources and minimalism, these findings also provide new insights for marketing managers to promote minimalist fashion brands not only to wealthy consumers but also to those with fewer resources, which might be an important factor in motivating sustainable consumption practices.