Till shopping us do part – the service requirements of divorced male fashion shoppers

Explores the impact of divorce upon the fashion consumption of divorced men. Based upon 104 semi‐structured interviews with divorced men, the study identifies four stages of fashion shopping behaviour of divorced male consumers. In particular, the study notes that divorced men expect fashion retailers to provide a range of services in order to minimise the risk and uncertainty that they experience while shopping for fashion. The experiences of respondents indicate that their service expectations are generally left unsatisfied. As such, there are obvious opportunities for fashion retailers to differentiate their positioning through the provision of relevant customer services to all male consumers and not only those that are divorced.