International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Art Direction and its Impact on Advertising for Re-commerce Purchase Intentions of Gen Z Consumers

Author(s) Lauren Copeland, Selena Salazar
Country United States
Abstract Generation Z (Gen Z) is shopping the apparel re-commerce industry more than any previous generation, thereby creating an opportunity for brands to open a new business segment selling their own pre-owned apparel to consumers. While the effects of fashion advertising towards purchase intention have been studied at great lengths, there is a gap in literature regarding purchase intention in the re-commerce market. Therefore, this study will investigate the role of Art Direction and Gender Aesthetics in advertising and its effects on Attention to Advertisement, Attitude towards the Advertisement, and Purchase Intention within the re-commerce market among Gen Z consumers. To study the effects of Art Direction, three types of fashion advertising were studied: fashion editorial advertising, fashion lifestyle advertising, and fashion basic advertising where re-commerce apparel was presented on a mannequin body. A quantitative study was conducted with 229 Gen Z respondents from a Midwest University. Survey results were collected from Qualtrics XM, and data was analyzed using IBM’s SPSS version 29.0. The results of this study are intended to provide real world implications for fashion advertisers and business professionals, while also adding to fashion advertising literature for scholars.
Keywords Re-commerce, Apparel, Art Direction, Purchase Intention, Gen Z, Attitude towards Advertisement, Attention to Advertisement, Consumer Behavior
Field Arts > Fashion
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-01-18
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.66766
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E-ISSN 2582-2160
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