Fashion Entrepreneurship: Narcissism and Entrepreneurial Intention

Narcissism and entrepreneurship have been little studied in previous research. For the fashion industry, the relevance of narcissism is evident. In Paris, Berlin, and Zurich, students from fashion schools were surveyed about the connection between dual narcissism and entrepreneurial intention. The results indicate that there are strong correlations between narcissistic admiration and entrepreneurial intention; however, no significant correlations were found for the second component of dual narcissism and narcissistic rivalry. The simple research design was followed up with a more complex research design that attempts to answer the question of how narcissistic admiration influences entrepreneurial intention. The results highlight the view that entrepreneurial skills and risk-taking (as one of three factors) of individual entrepreneurial orientation mediate the relationship between narcissism and entrepreneurial intention. Unlike proactivity, innovativeness correlates positively and strongly with narcissistic admiration but has no significant effect on entrepreneurial intention. In the fashion industry, innovativeness can be lived by starting a venture or as an entrepreneurial career in the creative environment of existing fashion companies.