[ Article ]

International Journal of Costume and Fashion - Vol. 23, No. 2, pp.16-26

ISSN: 2233-9051 (Print) 2288-7490 (Online)

Print publication date 31 Dec 2023

Received 31 May 2023 Revised 30 Aug 2023 Accepted 24 Sep 2023

DOI: https://doi.org/10.7233/ijcf.2023.23.2.016

Investigation of Fashion Students’ Interest in Fashion Entrepreneurship

Jungha Yang^† ; Jeong-Ju Yoo

Associate Professor, School of Business, Marymount University, Arlington, VA, USA
Associate Professor, Dept. of Human Sciences and Design, Baylor University, Waco, TX, USA

Correspondence to: ^† jyang@marymount.edu

Citation Yang, J.-H., & Yoo, J.-J. (2023). Investigation of Fashion Students’ Interest in Fashion Entrepreneurship. International Journal of Costume and Fashion, 23(2), 16-26.

Abstract

This study examined fashion students’ perceptions and outlook on starting a fashion business in the context of the changes in the environment of the fashion industry. Based on review of previous literature, we investigated, among many factors related to fashion entrepreneurship, students’ level of interest in becoming a fashion entrepreneur, expected incubation period for entrepreneurship, area of specialization along the fashion supply chain where the business is focused on, possible location of business operation, internal and external factors that affect entrepreneurship planning, and the possible effect of the COVID-19 pandemic on their outlook in engaging in fashion entrepreneurship. Focus group was conducted, and thematic analysis was performed, as a qualitative research method. The participants were highly interested in fashion entrepreneurship with a positive outlook on their future career. They identified areas of their interest in the fashion industry as well as emphasized the importance of digital communication and presence. Personal motivation as well as external factors were important aspects in their decision making and planning for entrepreneurship. The COVID-19 pandemic also influenced their planning, especially for making prudent decisions and identifying opportunities.

Keywords:

Entrepreneurship, Fashion students, Interest, COVID-19

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