Genderless fashion is a trend that involves clothing and accessories designed for anyone, regardless of gender identity, and may blur traditional gender boundaries by incorporating elements associated with men's or women's clothing. The trend is driven by changing attitudes towards gender, increasing awareness and acceptance of gender fluidity and non-binary identities, and a desire for more inclusive ways of expressing gender through fashion. Empirical evidence on how genderless or gender-neutral marketing efforts affect consumer response is limited. Our experimental study contributes to this literature by analyzing the role of clothing gender labels and consumer gender on purchase intention of clothing.

• Paula Küffner(Macromedia University of Applied Sciences, Munich, Germany)
• Andreas Graefe(Macromedia University of Applied Sciences, Munich, Germany)