Men's Boots Fetishism by Yung Wong

M B F M E N ’ S B O O T S FETISHISM

Fig. 1. a man wear high shaft boots 2007

CONTENTS

MENâ&#x20AC;&#x2122;S BOOT FETISHISM What is the men boots fetishism consumer behavior? What is the image and perception of men boots fetishism?

1. INTRODUCTION

What is fetishism? The aims of the research project.

2. OBJECTIVE

Target group. Research framework.

3. METHODOLOGY

Quantitative research. Qualitative research.

4. FINDING & ANALYSIS Motivation: need & want. Perception. Self-image

5. DISCUSSION

Dream boots of MBF. The men boots market in Hong Kong. Cologne of MBF market.

6. CONCLUSION 8. LIMITATION Imperfection of this project.

7. REFERENCE & BIBLIOGRAPHY

Fig. 2. Logan McCree wear leather gear 2008

INTRODUCTION

INTRODUCTION What is fetishism? The aims of the research project.

What is fetishism? “We are all more or less fetishists” (Laurent (1905) in Steele (1996, p.11). However, how to define fetishism or distinguish it from other fashion style? Can any object be fetish?

Essentially, it was noted, “the fetish is the deposit of all the part objects lost during the subject’s development” (Smirgel (1985) in Steele (1996, p.19). Furthermore, as Steele (1996, p.19) points out, “fetish involves constriction (such as corsetry and shoe fetishism)” and as Smirgel (1985) in Steele (1996) suggests, fetish is both content and container; any constriction with body can be a fetish object, such as jeans, underwear, boots, socks, and shoes as well as materials like leather, rubber, later, fur, velvet and sheer etc.

With reference to the word “fetish”, Steele (1996) states that Alfred Binet was a French psychologist who first used the word fetishism in his essay “Le Fetichisme dans I’ amour,” published in the Revue philosophique in 1887. “The term fetishism was introduced by the French psychologist Binet to refer to a predominant or an exclusive sexual interest in an inanimate object (fetish) or part of human body” (Weinberg, Williams and Calhan 1995).

INTRODUCTION analyze masculinity by boots’ materials, color, shape, and shaft.

While the word “fetish” seems to refer to sexuality only. However, Steele (1996) continues to explain that fetishism is not only mean sexuality; it is also mean power and perception. In this project, the concept of “power and perception” behind the fetishism will be discussed as part of consumer behavior theory. Steele (1996) claims that boots with heavy soles and heels, also with smell and sweat leather are ultramanly. Pornographic novel Boot Master (1980) describes, “the black leather engineer boots are the boots for men who know that [he is] what [he] wears on [his] feet. A boy must learn to be worthy of the boots of a man”(Boot master (1980) in Steele 1996). Boots were given a masculine image of men boots fetishism (“MBF”). Men’s boots conduct a manly, power, masculine, and machismo image. This research will investigate what kind of men boots design is most masculine to represent men’s boots of MBF, and find out which boots are MBF dream boots. This research will

Fig. 3. men in leather 2013

OBJECTIVES

OBJECTIVES Target group: level 3 and 4 of MBF’s level. Research freamwork: consumer behavior by Michael R. Solomon (2011)

Men’s boot fetishism of consumer behavior Steele (1996) claims that the body parts and garment often be men fetishized. How about the men fetishized men boot? What is the image of MBF? How MBF wear boots with clothing? In this research project, answers to these questions will be found out. What is the men boots fetishism consumer behavior? What is the image and perception of men boots fetishism?

APPENDIX TABLE:! This research project on MBF level is based on the Steele’s sexual fetishism, which is conceptualized

! !

Level 1 2 3 4

into four continuum of intensities level: Meaning

A slight preference exists for certain kinds of sex partners, sexual stimuli or sexual activity (the term “fetish” should not be at this level). A strong preference exists (it shows the lowest intensity of fetishism). Specific stimuli are necessary for sexual arousal and sexual performance (it demonstrates a moderate intensity of fetishism). Specific stimuli take the place of a sex partner (a high level of fetishism is shown).

Table. 1. Steele sexual fetishism level 1996 Fashion7items

Meaning Manliness

Trousers, heavy materials

OBJECTIVES In this project, the researcher selects level 3 (Moderate intensity of fetishism) and level 4 (High level of fetishism) to explore MBF, because these two level groups can show extreme hobby preference in comparison with those in level 1 and level 2. The project framework is referenced to consumer behavior by Michael R. Solomon (2011). Professor Solomonâ&#x20AC;&#x2122;s interests include consumer behavior and lifestyle issue, including the psychology of fashion, the symbolic aspects of products etc. Those are related to this research topic, and explain MBF consumer behavior helpfully.

Fig. 4. a naked man wear high shaft boots 2010

METHODOLOGY

METHODOLOGY Motivation: need and want. Perception. Self-image.

The concern of the interviewee’s identity will expose. For protection of the interviewees, all background information will be hidden.

PRIMARY RESEARCH QUANTITATIVE RESEARCH- ONLINE SURVEY Online survey was used in the project. “As the cost of computer hardware and software continues to decrease, and the popularity of the Internet increases, more segments of society are using the Internet for communication and information” (Fox et al., (2001); Nie et al., (2002) in Wright (2005, p.3). Since the topic is sensitive so the use of the online survey is sensible. “The Internet enables communication among people who may be hesitant to meet face-to-face” (Wright 2005, p.5).

Quantitative research was used in the project. According to Onwuegbuzie & Leech (2005) it was claimed that the advantages of quantitative research can interpret statistically, practically, clinically and economically significant findings. Quantitative researchers pay better attention to generalize the theory compare with qualitative research. However, the disadvantage is “just as in any mass of numbers, it is hard to see patterns in words unless one first does some kind of data reduction” (Ryan and Bernard 9

METHODOLOGY quorate of Corbin (1994, p.278) points out, “they stressed ‘plausible’ to indicate that theories represent our best understanding of how life operates. The more our research confirms a particular set of relationships among particular concepts, the more confident we become in our understanding of the correspondence to the social reality”. Qualitative research is therefore used to communicate with reality boots fetishists and its data collection is rich and deep. As Kvale (1996) is of the view that semi-structured interviews are also less invasive. In interview processes, interviewees can ask questions to the interviewers. Through semistructured interviews, the interviewers can maintain two-way communications with interviewees. Interviewees can share deep feelings to interviewers and the research will become in-depth and rich.

(2000, p.777) in Onwuegbuzie & Leech, (2004, p.380). In the online survey, there are four parts of online questions: basic information, consumer behavior, dress style of boots, and personal perception. Of the online survey (charts. 1 & Fig. 6), which was sent to 70 MBF individuals, 15 responses were accumulated. The rate of response is 21 percent. The most responsive group was from age of 18 to 25 years (33%) and age of 36 to 45 years (33%).

The researcher sent 70 requests on Facebook (Fig. 5) and 10 responses were accumulated. The responses rate is 14 percent. When conducting an interview, photo records of the MBF style and the boots that they collection will be collect. The researcher sent the questionnaire and conducts the interview from 25th December 2013 to 28th February 2014. It is sent through Facebook, the social networks on Internet.

Charts. 1. Age group of MBF 2014

In this project, the researcher selects level 3 (Moderate intensity of fetishism) and level 4 (High level of fetishism) to explore MBF, because these two level groups can show extreme hobby preference in comparison with those in level 1 and level 2.

Moreover, the researcher interviewed the blogger of Booted Harleydude (BHD)(Fig. 7). This blogger has 209 pair of boots. He shared his experience with boots, including information of boots knowledge, tutorials of buying boots and fetish leather gear. User SHAPE1314-0903 (2014) suggests the researcher to surf BHD’s blog and interview with him because that can get a complete catalogue and instruction of how to wear leather, especially boots.

The project framework is referenced to consumer behavior by Michael R. Solomon (2011). Professor Solomon’s interests include consumer behavior and lifestyle issue, including the psychology of fashion, the symbolic aspects of products etc. Those are related to this research topic, and explain MBF consumer behavior helpfully.

SECONDARY RESEARCH LITERATURE REVIEW “A review of literature helps to organize information and clarify the question or problem the researcher is studying” (Flynn and Foster (2009). The literature review is important of the project. It can clarify the MBF keywords of literature.

QUALITATIVE RESEARCH: ONLINE SOCIAL NETWORK SEMI-STRUCTURED INTERVIEWS Qualitative research was used in the project. The advantage of qualitative research is that it criticizes and makes assumptions on the topic. Also, qualitative research notes that reasonable relationships were arranged between concepts and sets of concepts (Strauss and Corbin 1994). As Babbie (2011, p.392) 10

METHODOLOGY

Fig. 6. Online questionnaire 2014

Fig. 5. Facebook online interview 2014

Fig. 7. Booted Harleydude website 2014

Fig. 8. men wear skinhard boots 2008

FINDING AND ANALYSIS

FINDING AND ANALYSIS Motivation: need and want Percetion Self-image

(SHAPE1314-0902 2014). That is the same case as Kaiser point out, “A glance at what we wear shows that clothes are not desired simply to hide our nakedness or just for warmth and protection; style, color and quality reflect the wearer’s status. Group affiliations, self-image and attitudes, and can be an accurate guide to age, lifestyle and personality” (Kaiser (1990) in Foxall and Goldsmith (1994, p.151).

MOTIVATION: NEED AND WANT “A need is a basic biological motive; a want represents one way that society has taught to satisfy the need”(Solomon 2011, p.51). “Most theories of motivation applied to consumer behavior suggest that a single product must meet a single need and only that need” (Foxall and Goldsmith 1994, p.167). However, for MBF wearing boots, not only functional needs is met (to protect feet), but also “related to men’s physiological reaction”

Foxall and Goldsmith (1994) claimed that multidimensional perspectives provide no grading 12

FINDING AND ANALYSIS

Fig. 9. man in boot 2013

FINDING AND ANALYSIS of wants, consumers purchase one product may satisfy many wants, at the same time.

social network that is communicated with the men’s boots fetish group.

“Consumer wants and the ways in which products satisfy these wants are not typed or judged a priority to fit certain rigid categories” (Foxall and Goldsmith 1994, p.167). Based on a multidimensional approach to consumer need, six categories may be identified: Physiological needs, Social needs, Symbolic needs, Hedonic needs, Cognitive needs, Experiments needs. Charts. 2. what is the feeling of the boots to MBF 2014

SYMBOLIC NEEDS According to online survey (charts. 2), as to the feeling of boots in the MBF group, most of responses indicate boots show the manly image (48%); the second one is power image (41%), the sexy image only 11 percent. The manly (masculine) is the symbolic meaning of boots in MBF group. As SHAPE1314-0902 (2014) said, boots are symbol of men, and are manly and masculine. According to SHAPE1314-0901 (2014), “Boots give [him] a perception of power of being occupied”, and as SHAPE1314-0902 (2014, Fig. 13) said, “Woman wear high heel boots is terrible and ugly”. Obviously, MBF group thinks the boots are only for men. Through products people can express fundamental psychosocial motives like the need of sex and dominance. “We regard our possessions as parts of ourselves” (Belk (1988) in Foxall and Goldsmith (1994, p.168). As Foxall and Goldsmith (1994) point out, consumer buy product may express their self-concept and personality to other people. That is the reason of MBF buy boots because boots are meaning manly of them.

PHYSIOLOGICAL NEEDS According to SHAPE1314-0911 (2014), he chooses different boots for different activities, and changes boots often as his activities (Fig. 10 & 11) throughout the day change. “I wear boots to work, wear biker boot to ride motorcycle, and wear other boots for physical labor” (SHAPE1314-0911 2014). As consumer behavior theory, “the want-satisfying quality of goods and services is strictly utilitarian or functional purposes for consumers. Goods and services solve problems, make life easier, and allow consumers to function in day-today-life” (Foxall and Goldsmith 1994, p.168). For MBF, wearing boots can protect their feet in daily life. SOCIAL NEEDS According to SHAPE1314-0910 (2014), he likes to post his self-patria of leather gear on Facebook (Fig. 12). “That can show a half of myself on Internet” (SHAPE1314-0910 2014). “Products also have meaning and satisfy wants through the effect of the product’s consumer’s relationships with other people” (Solomon (1983) in Foxall and Goldsmith (1994, p.168). Foxall and Goldsmith (1994) note that the products not only satisfy functional wants, but may also speak for consumers to other people - “expressing membership in social class or other group, or transmitting some other messages about the consumer’s social relations” (Foxall and Goldsmith 1994, p.168). MBF share the self-patria of boots in

HEDONIC NEEDS In this project, MBF told the researcher that boots give them physiological reaction. Such as, SHAPE1314-0905 (2014) said that he was just born to be excited when he wears or sees other ones wearing boots. Also, the sensory that makes MBF excited, just like SHAPE1314-0902 (2014) points out, “boots licking feels so well”. It seems no reason of why MBF 14

FINDING AND ANALYSIS

Fig. 10&11. SHAPE1314-0911c&d 2014

Fig. 13. SHAPE1314-0902h wear rubber boots 2014

Fig. 12. SHAPE1314-0910i self-patria 2014

FINDING AND ANALYSIS buying boots but as consumer behavior theory can explain that motivation. “This dimension refers to the facet that many products are consumed because of their sensory benefits – in short, because they taste, feel or smell good to us. These product benefits focus on the sensory quality of products and their consumption” (Hirschman and Holbrook (1982) in Foxall and Goldsmith (1994, p.168). No motivational theories can account for why MBF like boots that is hedonic need of them.

online shops (24%); and only 23 percent buy boots in local shoes stores; and the least one was exchange with friends (12%).

Charts. 4. Where do MBF usually buy the boots 2014

The reasons of why MBF buy boots mostly from online shops instead of from local shoes stores prove fetish boots are for MBF. A number of interviewers claim that they find it difficult to buy boots of their like in local stores. For example, SHAPE1314-0903 (2014) said that he always buy boots in online shops like eBay, Amazon and stomper boots because it is difficult to find the boots he likes in Hong Kong (Fig. 15); SHAPE1314-0906 (2014) said “if MBF need to get some good boots in Hong Kong, that is very difficult” ; SHAPE1314-0902 (2014, Fig. 16) explained that it is the reason why they like buying boots from online shops, especially oversea online shops because their quality is better than those made in Hong Kong and made in China. “Many consumer behaviors are primarily undertaken before the feelings they give to consumers. For instance, concerts, sporting events, art exhibitions and parties are all possible objects emotions or moods” (Foxall and Goldsmith (1994, p.169). In MBF consumer behavior, experiential needs maybe less affective, since MBF use online shops to buy boots mostly.

Charts. 3. Where do MBF find the boots and cloting reference 2014

COGNITIVE NEEDS In the online survey results (charts. 3), the most popular of MBF reference as to boots and clothing was Facebook (34%) and Internet (34%); lookbook, fashion magazines, old movies, and online shop are of 8 percent. The social network and the Internet are most influential on MBF in buying boots and clothing. According to SHAPE1314-0903 (2014) claimed that the Facebook account only for get boots information and for fun dating (Fig. 14). Cognitive needs are “rational motives expressing the curiosity consumers have about their world and their desire to understand it” (Foxall and Goldsmith 1994, p.169). Foxall and Goldsmith (1994) point out that consumers want to learn, find out, explore and know what was attracted by media (namely books, magazines, newspapers, television news programs and documentaries).

MBF purchased boots perhaps to protect their feet (physiological); it is excited to wear them (hedonic), and they want to express manly image (symbolic). However, what kind of boots is MBF really desire? The next session will explore this area.

Experiential needs In the online survey results (chart. 4), more than 40 percent response indicates that they buy boots in oversea online shops; and the second one was local 16

FINDING AND ANALYSIS

Fig. 14. SHAPE1314-0903a self-patria of leather jeacket on Facebook 2014

Fig. 15. SHAPE1314-0903d Dehner boots bought in online shop 2014

Fig. 16. SHAPE1314-0902f 2014

FINDING AND ANALYSIS

Fig. 17. Men in leather gear- Numero Homme Fall/Winter 2013

FINDING AND ANALYSIS

PERCEPTION Sensations: vision, touch, and smell of MBF

According to Solomon (2004), consumers always search from social media to attend the products. Sensation in one of us was stimuli surrounding world. “Sensation refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, and sound” (Solomon 2004, p.290). Continuing the Solomon (2004) theory, the process of sensations selection, organization, and interpretation is APPENDIX called perception. As Foxall and Goldsmith (1994, p.50) quotes from TABLE:! the Harrell (1986, p.66) theory to define perception, “Understanding perception means the process of recognizing, selecting, organizing, and interpreting stimuli in order to Level Meaning make sense of the world around us”. Thus, in this session, we will use the vision, touch, A slight preference exists for certain kinds of sex partners, sexual and smell to represent the 1 MBF perception.

! !

stimuli or sexual activity (the term “fetish” should not be at this level).

2 3

A strong preference exists (it shows the lowest intensity of fetishism). Specific stimuli are necessary for sexual arousal and sexual performance (it demonstrates a moderate intensity of fetishism).

Specific stimuli take the place a sex partner (a high level of “Clothing serves as a nonverbal form of communicaclothing canofexpress a multitude meaning, where4 fetishism is shown). tion that becomes the basis of judgments about people” as Hoffman identifies some messages and symbols Table. 1. Steele sexual fetishism level 1996 (Solomon 2004, p.293). Solomon (2004) views that from garment elements:

Meaning Manliness

Trousers, heavy materials

Femininity

Skirts, delicate materials

Dominance

Stiff fabrics, fur, leather, high hats or collars, dark colors, metal

Social power Autonomy

Fashion items

Expensive materials, designers clothing Casual fit, un-ironed clothing, rolled-up sleeves

Table. 2. Hoffman’s messages and symbols from garment elements (1984)!

FINDING AND ANALYSIS In online survey results, heavy response on (charts. 4) said they like leather boots (63%); and the second one is rubber boots (13%); but only 8 percent response like suede leather, synthetic leather and exotic skin leather. Leather is mean dominance in Hoffman definition (table. 2). SHAPE1314-0910 (2014, Fig. 18) indicates that leather boots provide macho look, and the smell is masculinity for him, and wearing leather gear makes him feel dominance. SHAPE1314-0909 (2014) points out that leather is definitely masculinity, and also makes him feel excited as well. However, what is the MBF sensation of boot? What is the angle of MBF to look at the boots? This following research was conducted by three sensory stimuli (vision, touch and smell) of MBF’s perception.

results (charts. 5), asks the purpose of MBF wearing boot. In most responses, they confirm they wear boots as part of their daily life (37%); the second one was for special events (such as sex dating) (25%); and work purpose was the third one (21%); and finally, dating only represents 13 percent of the responses, while wearing boots at home has 4 percent. This is evidence of purposes when MBF wear boots.

Charts. 5. When MBF will wear boots 2014

However, what element in vision does MBF have in liking boots? As SHAPE1314-0902 (2014) said, “extremely boot fetishist will like Dehner high-shaft boots, skinhead ranger boots, or rubber boots because these boots can attract the slaves”. SHAPE1314-0902 (2014) explains that these boots all have outlooks that are extremely powerful and when slaves see these boots, they will have respective physiological reactions. A number of interviewees agree that. For example, SHAPE1314-0901 (2014) (who is a slave) said that boots give him a perception of being occupied and SHAPE1314-0910 (2014) (a master) said that boots made him feel dominance when slave worships his boots.

Charts. 4. Where knd of boots’ materails do MBF like 2014

VISION OF MBF According to Solomon (2011), visual channel was through a product’s color, size, and styling to communicate meaning by vision and physical wavelength and the mind responds to stimulus of color perception. SHAPE1314-0909 (2014, Fig. 19) claims that he only likes black boots because black means manly. However, as SHAPE1314-0905 (2014, Fig, 20, 21, 23) notes, he chooses boots based on his favorite color (such as black, red, and brown) because he wants to match with his clothing. There is an argument of MBF about how to choose their boots of color. The purpose will affect MBF color perception. According to SHAPE1314-0905 (2014), he buys black high-shaft leather boots for fun (when sex dating) and colorful short ankle boots for daily life (Fig. 22). From these, we can understand that MBF buy high-shaft boots with difference functions. In online survey

TOUCH ON MBF “Some anthropologists views touch much like a primal language, one we learn well before writing and speech” (Solomon 2011, p.91). Solomon (2004) mentioned that people connect with product qualities of the textures of fabric and other surfaces. SHAPE1314-0910 (2014) pursuits tall high-shaft boots, and insists that materials should be black leather, shiny and not too soft because it has a macho-looking. Moreover, SHAPE1314-0909 (2014) suggests that the 20

FINDING AND ANALYSIS boots he wears should feel the leather hugging his feet, ankles and legs. It seems MBF relies on the “touch” sensory, in addition to the boots that can protect their crus and show the shape of their legs. SMELL ON MBF “Smell is a direct line to feelings of happiness and hunger, and even memories of happy times” (Solomon 2011, p.298). A number of interviewees suggest that they like smell the leather with men sweat. For example, SHAPE1314-0901 (2014) said that he enjoys smelling the sweated boots, as it is excited for him. SHAPE1314-0910 (2014) suggests that the most important part of boots is the smell of leather. SHAPE1314-0909 (2014) shares his fun of boots experience by saying that the smell not only of leather and man sweat, but also the smell of grass and horse manures. That may be the reason why most interviewees in online survey (63% charts.4) like leather boots as compared with suede, synthetic leather, rubber and exotic skin leather. Fig. 18. SHAPE1314-0910a 2014

Fig. 22. SHAPE1314-0905e the high-shaft boots (right) is for fun 2014

Fig. 19. SHAPE1314-0909b 2014

Fig. 20. SHAPE1314-0905h red boots 2014

Fig. 21. SHAPE1314-0905d brown boots 2014

Fig. 23. SHAPE1314-0905b black boots 2014

FINDING AND ANALYSIS

SELF-IMAGE Actual self-image Ideal self-image

“Self-image psychology stems from the belief that consumers choose products that are consistent with their perceptions of themselves and reject those that are incongruous with them” (Sirgy (1980,1982) in Foxall and Goldsmith, (1994, p.53). Foxall and Goldsmith (1994) add that the buyer’s self-image was developed through the purchased products.

Foxall and Goldsmith (1994) suggest and tidy up two self-concepts from different consumer behavior researches: “(a) actual self-image: the individual sees himself, his evaluations and description of himself, and (b) ideal self-image: which is the individual’s perception of what he should aspire to become” (Foxall and Goldsmith 1994, p.53). On the other hard, Solomon (2004, 2011) suggests that actual image is our realistic evaluation of the character we have and do not have; Ideal image is

what we would like to be. In the research, the MBF actual image and ideal image from wearing boots were found. In the online survey, high response in chart. 6 proves that they want to show that the image of boots was manly (60%); the second one was to show power image (27%) and the sexy image only represents 13 percent of the responses that simply want to show it. According to SHAPE1314-0908 (2014, Fig. 24), he wants to express the manly image by wearing boots. 22

FINDING AND ANALYSIS wearing boots represent their manly ideal self-image. Unfortunately, not everyone MBF can expose his ideal image in society. Some MBF need to hide his ideal image because some personal factors. As SHAPE1314-0901 (2014, Fig. 28) suggests, he wants to buy high-shaft boots but he suspects his parents will not approve them, so instead, he bought Dr. Martens boots to satisfy his wants. In another cases, SHAPE1314-0908 (2014, Fig. 25) says he cannot buy high-shaft boots too. Since he is in Malaysia, where the weather is not suitable for wearing boots, wearing boots is not a trend in Malaysia, not even Dr. Martens boots.

Charts. 6 Which image or meaning do MBF want to show from wearing boots 2014

SHAPE1314-0910 (2014, Fig. 26) said that the guys who fancy wearing boots want to show the tough, wild and animalistic image. He adds that leather is protecting his real identity. He can wear the leather to hide real face of him. As BDH (SHAPE1314-0911 2014) points out, he does not want to show the effeminate image of shoes so he chooses to wear boots to represent he is a masculine men. These responses show and support what SHAPE1314-0902 (2014) mentioned, boots are symbols for men. MBF through

Fig. 24. SHAPE1314-0908c 2014

Fig. 25. SHAPE1314-0908d 2014

In these cases, some MBF can show their ideal image in society and some not. From consumer study, designers can make reference to different factor for boots marketing, such as: culture, geographical and lifestyle.

Fig. 26. SHAPE1314-0910e 2014

Fig. 27. SHAPE1314-0908 ideal -image 2013

Fig. 28. SHAPE1314-0901 2014

DISCUSSIONS

From top to bottom; left to right: Fig. 29 SHAPE1314-0903d wear Dehner boots 2014 Fig. 30 SHAPE1314-0909a wear Dehner boots 2014 Fig. 31 SHAPE1314-0906d wear Dehner boots 2014 Fig. 32 SHAPE1314-0911b wear Dehner boots 2014 Fig. 33 SHAPE1314-0911a wear Dehner boots 2014 24

DISCUSSIONS

DISCUSSIONS Dream boots of MBF The menâ&#x20AC;&#x2122;s fetish boots market in Hong Kong Cologne of MBF market

DREAM BOOTS OF MBF In the online survey results (chart. 7), most response dream boots was Dehner boots (60%); the second one was Wesco boots (20%), Cowboy with spiked soles and leather pants boots both have 10 percent response like it. In the online interview, a numbers of interviewees like Dehner boots. For example, SHAPE1314-0903 (Fig. 29) denote that he favorite boots is Dehner boots; SHAPE1314-0908 (Fig. 30) said that he like Dehner boots it is look manly and masculine; SHAPE1314-0910

Charts. 7 What is MBF dream boots 2014

DISCUSSIONS mentioned that he favorite boots is his high-shaft Dehner boots. BDH (SHAPE1314-0911 2014) (Fig. 32&33) noted, “Dehner boots go very well with fetish leather gear. Many guys choose Dehners when the dress “BLUF” (Boots, Leather, Uniform Fetish)”.

he does not expect there to be fetish boots shops in Hong Kong. COLOGNE OF MBF MARKET Moreover, in the online survey (chart. 8), most responses do not use cologne when they wear boots (63%). Only 37% will use cologne. The reason of one interviewee of questionnaire said that cologne is not masculine. As SHAPE1314-0909 (2014) said that cologne is not match with leather boots. In the part of smell sensory motioned that a number of interviewees like smell the leather with men sweat. Smell of leather is physiological reaction for MBF. According to BHD (SHAPE1314-0911 2014) point out in his blog, “real men do not wear scents; leather man prefer the smell of leather and other men, not smelly stuff from a bottle. Do not wear after-shave or cologne with leather” (Booted Harleydude 2014). It is seem the MBF is not cologne marketing target. Even have leather smell cologne; most of MBF will not buy it. According to SHAPE1314-0908 (2014) said “it is not truly leather smell”.

Why the Dehner boots is MBF dream boots? Acceding to Mr. S. Leather (2014) descried “Dehner patrol boot symbol of authority on anyone who wears them; the Dress Patrol Boot is a must have for any uniform or leather enthusiast…or anyone with a boot fetish.” Dehner boots company started from 1975, it was a supplier of Germany military boots in WWI. It is hand made of each boots up to now. The user of Dehner boots SHAPE1314-0909 point out why he like Dehner boots (Fig. 30) so much “Dehner boots is well make and the leather is soft; the boots I wear feel the leather hugging my feet, ankles and legs.” As SHAPE1314-0902 said that MBF like Dehners boots is difficult to explain, that all about the perception. However, in the project we can see Dehner boots have many element of MBF who like. Made of black leather (materials, smell, vision), high-shaft (vision), well made (physiological need), military boots (symbolic). May be that can explain why Dehner boots is most MBF dream boots. THE MEN’S FETISH BOOTS MARKET IN HONG KONG In the research, a number of Hong Kong interviewees note that they find it difficult to buy the boots they would like, so that they only can buy from oversea online shops or Chinese online shops. For example, SHAPE1314-0903 (2014) said that he bought his boots all from oversea online shops because he could not find fetish boots in Hong Kong; and SHAPE1314-0902 (2014) adds that he also finds it difficult to buy fetish boots in Hong Kong; he only two options to buy the boots are buying from oversea online shops where the boots are of high quality (but quite expensive) or buying from Chinese online shops, but they cannot satisfy MBF because the quality is too bad.

Charts. 8 do MBF use Cologne when they wear boots 2014

Fetish boots have potentials in the Hong Kong market. However, SHAPE1314-0902 (2014) believes that Hong Kong fetish boot business is too narrow and 26

CONCLUSION

Fig. 34. Man in leather gear- Numero Homme Fall/Winter 2013

In the research project, the purpose is to find out what is the men boots fetishism consumer behavior; what is the image and perception of men boots fetishism. Overall, the research represents the MBF motivation of boots, perception and self-concept of MBF.

The research also shows the necessary elements of vision, touch, and smell in boots. These sensory stimuli represent how MBF select their boots. Summarizing this session, MBF likes boots that look manly, high-shaft, dark color, make of leather, and smell of leather.

Firstly, MBF purchase boots that can satisfy their different wants. For example, boots protect their feet (physiological), give excitement (hedonic), and let them express manly image (symbolic).

In respect of self-image, MBF usually can express ideal self-image because the leather protects their real identity. However, some of MBF cannot show their ideal-image because of living factors such as weather, and culture. 27

LIMITATION

The research only represents a small part of consumer behavior and in fact the research can start from other parts of consumer behavior, such as learning and memory, personality and lifestyle, attitudes and persuasion, age subcultures etc. Also, from different angles, we can study this topic in the future like marketing, psychology, anthropology, ethnography etc. Furthermore, the research was based on only a small online survey and online interviews with small groups of MBF in a short time. The time and place is limited so the research should continue in the future.

WONG.YUNG

BA(Hons).FASHION.DESIGN-FASHIONMAP

NOTTINGHAM TRENT UNVERSITY