Fashion Influences between Mothers and Daughters: Exploring Relationships of Involvement, Leadership, and Information Seeking

Mother-daughter pairs were surveyed to explore their fashion influences on one another and to investigate the interrelated roles of their Fashion Involvement, Fashion Leadership, Opinion Leadership, and Information Seeking behaviors. Mothers and daughters agreed on the level of fashion influence that mothers have on daughters, but daughters perceived that they had more fashion influence on mothers than mothers reported. Additionally, levels of Fashion Involvement, Fashion Leadership, and Opinion Leadership differed statistically between mothers and daughters, with daughters possessing higher levels of each. Mothers and daughters possessed similar levels of Information Seeking, although qualitative analysis revealed that the type of information sought was different. Insight regarding the nature of intergenerational fashion influences between mothers and daughters was revealed.