Limited fashion products serve as a strategy for demonstrating the brand’s vitality and presence by satisfying the emotional needs of consumers seeking to escape from the boredom of similar products. The MZ generation values unique experiences and desires to purchase rare and unique products. Accordingly, the fashion industry prioritizes launching limited fashion products that emphasize artistry and can convey different values compared to existing products. The open-run phenomenon, characterized by people waiting in line before the store opens and then running to the store to purchase these limited products as soon as the store opens, is rapidly emerging as a consumer trend in our society. This study explored the impact of fashion consumers’ psychological factors-that is, FOMO, brand attachment, and need for uniqueness-on their open-run intention for limited fashion products. An online survey was administered to test the research hypotheses on Korean consumers, and 300 responses were statistically analyzed using the SPSS 28.0 program. The results revealed that FOMO, brand attachment, and the need for uniqueness significantly increased open-run intention for limited fashion products. Furthermore, consumers’ fashion involvement appeared to have a significant positive moderating effect on FOMO, brand attachment, and open-run intention. However, it did not substantially impact the effect of the need for uniqueness on open-run intention.

Modern men are much more interested in their appearance than ever before, as well as showing an increased need for uniqueness in order to construct their own sphere and pursue differentiation from others. Besides, changes in life style and the aesthetic sense are causing men to pursue various kinds of clothing benefits so that they want a suit with characteristics beyond the stereotyped design and style. They have started to be actively engaged in clothing purchases, forming a driving force for the growth of the male suit market. Hence, this study has significance in that it offers data conducive to consumers’ custom suit purchase by reviewing data on the present condition of the custom suit market and bespoke suits. In addition, it aims to give a summary on the theoretical bases of preceding studies, including the need for uniqueness, pursuit of clothing benefit and concern for the appearance of male consumers, as well as examining the factors that influence on their bespoke suit purchase intentions. Accordingly, this work intends to construct a basic environment for consumers to approach the custom suit market easily and pave the way for male suit markets through offering marketing data and information that is helpful for custom suit-related markets.