Fashion stress is a pertinent aspect of modern consumer culture that has been underexplored in academic research. This study developed a conceptual framework of fashion stress and a multidimensional scale to measure consumers’ fashion stress. The qualitative study included literature reviews on consumption stress, shopping stress, and consumer behavior, as well as focus group interviews to gain insight into various dimensions of fashion stress. NVivo 12.0 was used to analyze the qualitative data and identify core categories following the grounded theory methodology. The quantitative study involved a preliminary and a primary surveys to verify the validity and reliability of the fashion stress scale. A total of 220 questionnaires were used for data analysis. The results show that fashion stress consists of eight factors: care, shopping, fit, brand, financial, closet, style, and disposal. Choice difficulty plays a significant role in all factors of fashion stress. Moreover, shopping stress had a negative impact on impulse buying, while other factors such as fit, brand, closet, and disposal stress had a positive impact on impulse buying. Thus, fashion stress is a potential antecedent of impulsive consumer behavior. The results also confirm the validity and reliability of the scale. The fashion stress scale developed in this study offers researchers a valuable tool for assessing and understanding consumer experiences.

I. Introduction
II. Review of Literature
    1. Fashion stress
    2. Factors of fashion stress
    3. Choice difficulty and impulse buying
III. Research Method
    1. Research framework
    2. Research method for conceptual framework of fashion stress (study 1)
    3. Research method for fashion stress scale development (study 2)
IV. Results and Discussion
    1. Conceptual framework of fashion stress
    2. Fashion stress measurement scale
    3. Validity analysis
V. Conclusion
References

• Hyojung Suk(Adjunct Professor, Dept. of Fashion Business Management, SUNY Korea Fashion Institute of Technology, Korea) | 석효정 (한국뉴욕주립대학교 FIT 패션경영학과 겸임교수) Corresponding author
• Eun-Jin Lee(Researcher, Dept. of Fashion Design, Chung-Ang University, Korea) | 이은진 (중앙대학교 패션디자인전공 연구원)