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An Exploration Of The Gaps Between Theory And Practice In Fashion Retail Segmentation: A Developmental Paper., Amanda Ratcliffe 2018 Dublin Institute of Technology

An Exploration Of The Gaps Between Theory And Practice In Fashion Retail Segmentation: A Developmental Paper., Amanda Ratcliffe

Conference proceedings

This developmental paper reviews the literature on market segmentation in the context of the fashion retail sector with specific regard to the mature female consumer of fashion. The paper identifies two gaps between the academic theory and marketing practice: The first gap relates to the prevalence of developing complex, statistical models of segmentation in the literature, while there is a paucity of guidelines for practitioners to implement segmentation projects in practice.

The second gap exists in relation to the segmentation and targeting practices of fashion retailers who are still practising an “only youth = fashion” approach (Jackson and Shaw, 2009). The ...


Thematic Analysis To Assess Indian Consumers Purchase Intention For Organic Apparel, Sandhya G, Sushanta Kumar Mahapatra 2018 Department of Management, Amrita Vishwa Vidyapeetham

Thematic Analysis To Assess Indian Consumers Purchase Intention For Organic Apparel, Sandhya G, Sushanta Kumar Mahapatra

The Qualitative Report

Consumer behavior is dynamic, and there is a beauty in trying to understand consumer’s intention for a product category like organic apparel, especially when it is a unique phenomenon that is scantly explored in an emerging economy like India. This paper is an attempt at understanding the factors that influence Indian consumer’s intention to purchase organic apparel. A purposive sampling procedure was adopted in selecting participants. A focus group discussion was conducted to capture data for the thematic analysis. Theoretical thematic analysis was conducted by relying on the theory of planned behavior model. Inductive thematic analysis gave way ...


Buying Behaviors Of Generation X Women On Fast Fashion Products: A Mixed Methods Study, Yiyue Fan 2018 University of Nebraska - Lincoln

Buying Behaviors Of Generation X Women On Fast Fashion Products: A Mixed Methods Study, Yiyue Fan

Textiles, Merchandising and Fashion Design: Dissertations, Theses, & Student Research

Fast fashion has changed the world’s fashion industry and consumer behavior extensively. Not only has the fast fashion provided “hot” products that capture the latest fashion trends from the catwalk, but has also allowed consumers purchase products with affordable prices (Su et al., 2016). Generation X is an important age group to study since it “bridged pre-digital and digital cultures, liberal and neo-conservative political swings, material abundance and economic hardship, social engagement” and has an important role in bridging baby boomers and the Millennials (Katz, 2017). A lot of literature is available about Millennials consumer buying behavior, but very ...


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Determinants Of Organic Cotton Apparel Purchase: A Comparison Of Young Consumers In The Usa And South Korea, Tae-Im Han 2018 Old Dominion University

Determinants Of Organic Cotton Apparel Purchase: A Comparison Of Young Consumers In The Usa And South Korea, Tae-Im Han

STEMPS Faculty Publications

The purpose of this research was to examine consumers from distinct cultural groups and identify similarities and differences in their green purchase behaviors. The sample consisted of consumers from the U.S.A. and South Korea and the theory of planned behavior was used as a theoretical framework to test the influence of diverse constructs on consumers' purchase intentions toward organic cotton apparel. For both countries, perceived behavioral control (PBC) and descriptive norms were strong predictors of purchase intentions and injunctive norms strongly influenced attitude formation. However, the study also found different results between the two groups. For example, while ...


Creating Stability In The International Fashion Industry By Using Corporate Structures And Conglomerates, Joyce Boland-DeVito Esq. 2018 St. John's University

Creating Stability In The International Fashion Industry By Using Corporate Structures And Conglomerates, Joyce Boland-Devito Esq.

DePaul Business and Commercial Law Journal

Abstract:

This paper will analyze the challenges currently facing the global fashion industries as consumers change their shopping habits. During these tumultuous times, retailers should re-evaluate their organizational structures. According to the Forbes Global 2000, apparel companies make up 29 of those top businesses. For instance, a corporate structure helps businesses like TJX Companies (headquartered in Framingham, Massachusetts) – which owns TJ Maxx, Marshalls, HomeGoods and Sierra Trading Post – to operate efficiently and maintain over 1000 stores in the U.S., Canada, U.K., Ireland, Germany, Poland, Austria, The Netherlands and Australia. It sells apparel and home fashions (sheets, pillows, picture ...


A Case Study Of Brand Associations For Yeezy Brand, Garrett Kalel Grant 2018 Louisiana State University and Agricultural and Mechanical College

A Case Study Of Brand Associations For Yeezy Brand, Garrett Kalel Grant

LSU Master's Theses

Brands can thrive in the marketplace based on their ability to generate brand equity. Companies have utilized many techniques to gain brand equity with their consumers. One method that has been very popular has been co-branding. Branding literature explains that one way that brand equity is created is through brand associations. Brand associations are generated through a consumer's direct and indirect experience with a brand. This research looked at a special case of co-branding in the form of the clothing line Yeezy. The purpose of this research is to better understand this special case of co-branding strategy by analyzing ...


Development And Marketing Of A Repurposed Textile Product For Homeless Individuals In Northwest Arkansas, McKenna Whitaker, Beau Broyles, Lindsey Stone 2018 University of Arkansas, Fayetteville

Development And Marketing Of A Repurposed Textile Product For Homeless Individuals In Northwest Arkansas, Mckenna Whitaker, Beau Broyles, Lindsey Stone

Apparel Merchandising and Product Development Undergraduate Honors Theses

Growing concerns over waste disposal methods have led to a greater focus on recycling efforts in the textile industry. Second only to the oil industry, the textile industry continues to be one of the most wasteful among leading businesses around the world and determining ways to repurpose fashion materials could be a reasonable solution to this growing problem (Dobilaite, V., Mileriene, G., Juciene, M., & Sacevičienė, 2017). In addition to alleviating disposal issues, repurposed materials could serve the humanitarian needs of local communities, and even more importantly, could specifically benefit homeless populations. The purpose of this project was to design, execute ...


Importance Of Portfolio Building For University Students, Zoë Lauer 2018 University of Arkansas, Fayetteville

Importance Of Portfolio Building For University Students, Zoë Lauer

Apparel Merchandising and Product Development Undergraduate Honors Theses

This creative project provided portfolio work samples from a project-based upper level Apparel Merchandising and Product Development course. Photographs were taken during the Futuristic Floral Fashion Show in April 2017; photos were edited and distributed to students for portfolio use. It is recommended that final garment photography become an annual part of the AMPD programs annual fashion show. Also, early emphasis on portfolio building paired with formal portfolio building through course work is essential for creative majors.


Transgender Identity And Dress Behavior, Lauryn Devine 2018 University of Rhode Island

Transgender Identity And Dress Behavior, Lauryn Devine

Senior Honors Projects

The purpose of this exploratory study was to examine how transgender individuals experience their bodies (e.g. body dissatisfaction) and how their body experience affects their shopping and clothing experiences. Clothing is often used as a way to define and express oneself. Therefore, if transgender individuals have a negative shopping experience and a negative outlook on clothing, it could make it more difficult to express their true identity. Society places extremely high expectations on individuals regarding appearance, which can be psychologically and emotionally difficult for cisgender individuals, but even more egregious for those individuals who do not fit society’s ...


How To Be The Perfect Asian Wife!, sophia hill 2018 Macalester College

How To Be The Perfect Asian Wife!, Sophia Hill

Art and Art History Honors Projects

“How to be the Perfect Asian Wife” critiques exploitative power systems that assault female bodies of color in intersectional ways. This work explores strategies of healing and resistance through inserting one’s own narrative of flourishing rather than surviving, while reflecting violent realities. Three large drawings mimic pervasive advertisement language and presentation reflecting the oppressive strategies used to contain women of color. Created with charcoal, watercolor, and ink, these 'advertisements' contrast with an interactive rice bag filled with comics of my everyday experiences. These documentations compel viewers to reflect on their own participation in systems of power.


Cotton Recycling Methods For Large Scale Garment Manufacturing, Lauren Henderson, Morgan Wano 2018 Kent State University

Cotton Recycling Methods For Large Scale Garment Manufacturing, Lauren Henderson, Morgan Wano

Undergraduate Research Symposium

Cotton farming negatively impacts the environment because of high water usage, pesticides, and carbon emissions. Garment manufacturers can adopt methods of cotton recycling to reduce these effects. Large clothing companies have the most influence over the retail environment and therefore should be the first to make the change to more sustainable production methods. If a national retailer was to use recycled cotton in their manufacturing it could cause other retailers to do the same in order to compete. To explore this issue in the fashion industry, the focus of this study is to analyze cotton recycling methods that could be ...


The Consumer Perspective On Consumption And Discarding Apparel, Alejandra Fishman, Tessah Scott 2018 Kent State University

The Consumer Perspective On Consumption And Discarding Apparel, Alejandra Fishman, Tessah Scott

Undergraduate Research Symposium

The apparel life cycle is going into overdrive as production times have sped up monumentally, with clothes being bought and in turn thrown away constantly, all while harming the environment and causing waste. The task at hand is to analyze consumers current awareness of this cycle and where they fit into the big picture. Furthermore, the goal is to research how all fashion consumers’ buying and discarding habits and how they may affect this life cycle and the environmental impact it may have, especially with common materials such as cotton. Many consumers may not be aware of this cycle and ...


Consumer Perceptions Of Cotton Sustainability Through Advertisements And Marketing Efforts, Maddison Chirumbolo, Aubrey Evans 2018 Kent State University

Consumer Perceptions Of Cotton Sustainability Through Advertisements And Marketing Efforts, Maddison Chirumbolo, Aubrey Evans

Undergraduate Research Symposium

The Fashion Industry has always been an industry full of consumption and waste. From the natural resources used to manufacture garments, to the life cycle of products. With the increase of mass production, sustainability within the industry is a growing concern. Previous research has given great insight into consumer perception of sustainability, but has not yet taken a deeper look into cotton specifically. Through this database research, it has been found that consumers generally do not have a clear understanding of sustainability in cotton products. This may be due to misleading advertisement and lack of transparency of cotton production. Our ...


Consumer Value Of Sustainable Water Practices, Ann Marie Elaban, Susan Shaw 2018 Kent State University

Consumer Value Of Sustainable Water Practices, Ann Marie Elaban, Susan Shaw

Undergraduate Research Symposium

As the fashion industry continues to grow so does its environmental impact. While consumers and manufacturers have begun to recognize their impact on today’s natural resources we still face huge amounts of pollution, specifically in our world’s water. One of the most widely used fibers, cotton, has created an industry dependent on water, which is becoming growingly scare. The goal of this case study is to identify and understand consumers’ concerns when it comes to water use in the cotton industry. Reviewing what industry leaders are already doing to help reduce their water waste and pollution is of ...


Cotton In The Activewear Market, Marissa Pacheco, Halle Detweiler 2018 Kent State University

Cotton In The Activewear Market, Marissa Pacheco, Halle Detweiler

Undergraduate Research Symposium

U.S. active wear accounts for one third of the athleisure wear sales worldwide. In recent years, there has been an annual 9% growth in demand for active wear, compared to 3% for other categories. Unfortunately, most athletic wear is made with petroleum-based synthetic fibers leading to the depletion of non-renewable resources and to large volumes of non-biodegradable waste. The objective of this research is to investigate consumer’s needs and expectations in athleisure wear and explore the potential of addressing those needs using natural fiber alternatives, namely cotton. To successfully achieve our objective, we will:

1- Perform a content ...


Consumers' Perception On Modified Cotton In The Athleisure Market, McKinna Kahl, Katherine M. Nuss 2018 Kent State University

Consumers' Perception On Modified Cotton In The Athleisure Market, Mckinna Kahl, Katherine M. Nuss

Undergraduate Research Symposium

The cotton industry has seen a rise in demand due to the increasing popularity of the athleisure clothing market. The disruption in the market has created a need for higher preforming materials to better suit the mobility, strength, and performance of the athleisure garments for the user. Modifications to the DNA of the cotton plant have been found to increase these performing factors, along with the combination of synthetic fibers. Studying the effects that modified cotton plants have on the consumer is a key piece of knowledge due to the fact that our clothing is largely based of the product ...


Where 100% Performance Cotton Stands In The Athleisure Market, Kaycee Criss, Olyvia Hogie 2018 Kent State University

Where 100% Performance Cotton Stands In The Athleisure Market, Kaycee Criss, Olyvia Hogie

Undergraduate Research Symposium

The athleisure market’s newest innovation is producing a 100% cotton fabric that is comfortable, soft yet durable and light enough to be used for athletic activity. Athleisure wear is a large market that cotton has started to capitalize on. This study will question on how performance cotton compares to the favored characteristics of man-made performance fibers when being used during intensified workouts. To answer this research question, this study will design an experiment that will be demonstrated on girls, ages 18-23. During this study, each person will perform a workout in 100% cotton performance wear and then perform a ...


Natural High-Tech: Engineering Cotton, Brenna M. Cape, Erin E. Wheatley 2018 Kent State University

Natural High-Tech: Engineering Cotton, Brenna M. Cape, Erin E. Wheatley

Undergraduate Research Symposium

The concept of genetic engineering has seemingly developed an unpopular stigma, especially when it comes to food, but in regards to cotton, genetically modifying this plant and its agriculture process has become a necessity for survival. There are too few cotton consumers that are educated and/or interested about the concept of genetic engineering, and those that are aware of this topic generally have a negative view. Although genetic engineering is unfavorable to the public eye, cotton is now being developed and reconstructed in ways that produce higher-quality fibers while avoiding harmful chemicals. The need to not only market, but ...


Water Usage In The Fashion Industry, Sarah Bertrand, Brittany Cabrales 2018 Kent State University

Water Usage In The Fashion Industry, Sarah Bertrand, Brittany Cabrales

Undergraduate Research Symposium

Water usage in the Fashion Industry creates a huge impact on the environment and the industry. With focusing on areas such as water waste management, raw materials usage, cost and availability and the role of consumers there is hope that the production of apparel can become more sustainable. Water is a major resource needed in cotton production, therefore finding ways to foster water conservation in cotton production and utilization would have a sizeable impact on water use in the fashion industry.

The apparel production industry needs to take water usage and other natural resources into consideration because it is harmful ...


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