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Journal articles on the topic 'Clothing brands'
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1
ZAVRŠNIK, BRUNO, and VOJKO POTOČAN. "Clothing fashion brands." Industria Textila 71, no. 05 (October 28, 2020): 482–86. http://dx.doi.org/10.35530/it.071.05.1768.
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In the fashion, industry brands are especially important, because the competition is high, and companies need to attract new customers and keep them. Successful branding requires a good knowledge of consumers and their purchasing processes. Brands have an important function in the fashion world, both for businesses and consumers. The brand is assured to the consumers by the quality and by acquiring some image and status in the company. A strong brand makes a profit for the company. In addition, a strong brand enables setting high prices and expansion of product range and introducing new products. In the survey, we wanted to examine the behaviour of customers in the clothing brands in the Slovenian market. We used a survey questionnaire to get the appropriate answers. The survey found that most respondents want to buy clothes in larger shopping centres and in the Internet, most often during the sale after the season.
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O’Cass, Aron, and Vida Siahtiri. "Are young adult Chinese status and fashion clothing brand conscious?" Journal of Fashion Marketing and Management 18, no. 3 (July 8, 2014): 284–300. http://dx.doi.org/10.1108/jfmm-03-2012-0013.
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Purpose – The purpose of this paper is to examine fashion clothing consumption in relation to status consumption and perceptions of fashion clothing brand status (BS) in transition economies. Design/methodology/approach – A survey was designed and administered in China to a sample of 460 young adults aged between 18 and 24. Findings – The results indicate that individuals’ status consciousness (SC) has an impact on fashion clothing brand preference (BP) and perceptions of the brand's status. Also, individuals’ BP and perceived BS were found to mediate the relationship between individuals’ SC and their willingness to pay (WTP) a premium for a specific brand of fashion clothing. Originality/value – The originality of this study rests on a detailed examination of SC and status perceptions in the context of branded fashion clothing (western vs Asian brands) in China, where individuals’ wealth, status-consciousness and brand-consciousness are growing. Equally, it provides knowledge for academics about the development of status consumption in an emerging economy. Importantly, from a theory perspective this study is the first to examine the intervening roles of perceived BS and BP in the relationship between SC and WTP a price premium for fashion clothing brands. Further, studying this evolving market provides insights for practitioners into the design of marketing strategies for their brands. The findings may assist practitioners to address drivers of perception of their brands, especially for Asian brands competing against western brands.
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Cui, Ying. "Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands." Semiotica 2019, no. 230 (October 25, 2019): 475–93. http://dx.doi.org/10.1515/sem-2017-0120.
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Abstract Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 Chinese-English men’s clothing brands, summarizes the major personality dimensions for men’s clothing brands, and explores how they are transferred in translation. As brand personalities reflect target consumers’ psychology to a certain extent, exploring the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands can reveal the differences between Chinese and English male consumers’ values and mentality, which can serve as a reference for translators and international businesses.
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Stachowiak-Krzyżan, Magda. "Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland." Marketing of Scientific and Research Organizations 41, no. 3 (September 1, 2021): 115–36. http://dx.doi.org/10.2478/minib-2021-0017.
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Abstract Communication activities in social media have a direct impact on shaping consumer behavior, in particular among the youngest group of consumers — Generation Z. This paper analyzes young Polish consumers’ interactions with fast-fashion brands on social networking platforms, focusing on their motives for engaging with fashion brands’ communication activities on such social media platforms as Facebook, Instagram, Pinterest and YouTube. It presents the empirical findings of a quantitative, pencil-and-paper questionnaire survey carried out among a representative sample of 1000 high-school and university students (representatives of Generation Z) in Poznań, Poland, regarding their perceptions of the profiles of fast-fashion clothing brands on selected social media sites. Principle Component Analysis was used to identify the critical factors determining the involvement of Polish Generation Z representatives in clothing brand profiles (active involvement in the clothing brand profile, observation for measurable benefits and brand loyalty), the main assumptions held by survey participants regarding the clothing brands’ motives for being present and active on social media platforms (image/sales goals and cognitive goals) and two groups of the “best” social media activities conducted by clothing brands (entertainment activities and information activities).
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Rehman, Fazal ur, and Basheer M. Al-Ghazali. "Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands." SAGE Open 12, no. 1 (January 2022): 215824402210888. http://dx.doi.org/10.1177/21582440221088858.
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This study intends to evaluate the influence of social advertising, individual factors, and brand image on the buying behavior of Malaysian consumers toward the fashion clothing brands along with mediation of brand image. Using the convenience sampling technique, data was collected from 288 respondents. Questionnaires were self-administered and data was analyzed via Smart PLS-SEM. Social advertising, individual factors, and brand image are significantly related to the buying behavior of Malaysian consumers toward fashion clothing brands. Social advertising and individual factors have also a positive significant relationship with the brand image. Moreover, brand image mediates the relationship between social advertising, individual factors, and buying behavior. This study provides interesting insights about Malaysian consumers by evaluating the influence of social advertising, individual factors, and brand image on their buying behavior toward the fashion clothing brands along with the mediating role of brand image. These useful insights would enable marketers to develop more influential advertising strategies. By assimilating social advertising, individual factors, and brand image literature, the main contribution of this study is the analysis of social advertising, individual factors, and brand image among Malaysian consumers in enhancing the buying behavior toward the fashion clothing brands and building brand image among communities. Precisely, this study has evaluated the influence of some unique characteristics of social advertising (such as informative, entertainment, credibility, ease of use, privacy, and contents), individual factors (such as market maven, stability, open-minded, agreeable, and materialism), and brand image on the buying behavior of Malaysian consumers.
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Shen, Dong, and Qiuyue Wang. "An exploration of US-made clothing in China." Journal of Fashion Marketing and Management 21, no. 2 (May 8, 2017): 247–61. http://dx.doi.org/10.1108/jfmm-05-2016-0046.
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Purpose The purpose of this paper is to examine Chinese consumers’ perception of US-made clothing and purchase intention to US-made clothing; to explore the role of brand in the relationship between country of origin (COO) and consumer perception and purchase intention; and to investigate whether China is a potential market for US-made clothing. Design/methodology/approach A survey was conducted among college students in three cities in China. A 2×3 within-subjects design with two countries and three brands was performed. Findings For Chinese consumers, country equity of China is significantly higher than the USA. However, Chinese consumers hold significantly higher perceived quality and perceived price of product for US-made clothing for all American brands. Chinese consumers have significantly higher purchase intention for US-made clothing for popular American brands with average price points. Research limitations/implications Further research could sample different groups which are better representative of the whole population. Different COOs and industrial sectors will be worth of studying. Future research also needs to quantify the potential price increase. Practical implications The conclusions can be applied to business practices by American companies identifying their brand category before developing effective sourcing strategies. Social implications This study sheds light on policy making by bringing a new approach to position US-made products in China and address the trade imbalance between the two countries. Originality/value This study deeply examines how different brands affect Chinese consumers’ perception of US-made clothing and purchase intention to US-made clothing.
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Lovšin, Francka, Lorger Brina, and Verena Koch. "Importance of Clothing Brands in the Lives of Children - Challenge for Teachers." Pedagogika 113, no. 1 (March 5, 2014): 229–39. http://dx.doi.org/10.15823/p.2014.1764.
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This paper aims to determine how clothing brands affect children’s peer relations. The study was carried out by surveying 145 students. The results indicate that children are familiar with different clothing brands but they prefer sports brands. Brands were not the most important decision factor in purchasing process. The brands like decision factor were more important for older children and boys. Older children are also more often associated possession of (non) appropriate clothing brands with negative responses from other children. The children who were afraid of ridiculing of another children also felt more self-confident wearing popular brands of clothing.
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Pujadas-Hostench, Jordi, Ramon Palau-Saumell, Santiago Forgas-Coll, and Javier Sánchez-García. "Clothing brand purchase intention through SNS." Online Information Review 43, no. 5 (September 9, 2019): 867–92. http://dx.doi.org/10.1108/oir-02-2017-0042.
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PurposeThe purpose of this paper is to investigate the intention to purchase products through clothing brands’ social network sites (SNS) based on the theory of planned behavior and uses and gratifications theory (U&G), and the moderating effects of self-image congruity (SIC).Design/methodology/approachData were collected from 1,003 followers of their favorite clothing brands’ SNS. Data analysis was performed using structural equation modeling (SEM) and multi-group SEM analysis. The models were estimated from the matrices of variances and covariances by the maximum likelihood procedure using EQS 6.1.FindingsThe results highlight the positive impact of U&G on attitude, SNS intentions and SNS use, and U&G, SNS intentions and SNS use were seen to be the main antecedents predicting purchase intentions. Furthermore, SIC was found to have moderating effects between SNS attitude and SNS intentions and between SNS intentions and SNS use.Practical implicationsThis research can help clothing brands understand the need to generate brand beliefs, and to develop contents or events to help accomplish the transition from use to purchase.Originality/valueThis research contributes to the literature by providing a better understanding of intention to use and purchase intention through clothing brands’ SNS pages.
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I Made Agus Angga Kusuma Putra, Anak Agung Istri Agung, and Desak Gde Dwi Arini. "Perlindungan Hukum Terhadap Pemegang Merek Clothing." Jurnal Interpretasi Hukum 2, no. 2 (June 18, 2021): 397–402. http://dx.doi.org/10.22225/juinhum.2.2.3448.397-402.
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Trademarks are one of the most disputed intellectual property rights. The number of brand counterfeiting events conducted to gain profit by shortcuts, namely by violating business ethics, norms, and laws certainly do not make trade good and worsen the image as a violation of IPR. The purposes of this research are to examine the form of legal protection against registered clothing brand holders and to analyze the legal consequences for businesses that market clothing brands without a license? This research uses normative legal research methods by using statutory approach. Law No. 20 of 2016 and Law No. 5 of 1999 source to know criminal sanctions and also civil sanctions against businesses that use the brand without a permit. The results of this study show a form of legal protection against registered brand holders in the form of exclusive rights granted by the state to registered brand owners. Legal consequences for businesses that market brands without a license can be penalized as follows, in article 382bis criminal code can also be penalized i.e. material acts are threatened with a maximum prison sentence of one year and a fine as high as nine hundred million rupiah.
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Fetrianggi, Ramadita, Intan Rizky Mutiaz, and Dian Widiawati. "Analisis Elemen Visual Pada Promosi Busana Muslimah di Instagram (Studi Kasus Merek Hijab Juniper Lane, Zaha, dan Zysku Xena di Bandung)." MADANIA: JURNAL KAJIAN KEISLAMAN 21, no. 1 (June 27, 2017): 89. http://dx.doi.org/10.29300/madania.v21i1.230.
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Analysis of Visual Elements on Muslimah Clothing Promotion in Instagram (Case Study on Brands of Hijab Juniper Lane, Zaha, and Zysku Xena in Bandung). Muslim clothing in the form of hijab has become popular as a religious lifestyle and identity. The popularity of hijab is due to the promotion of marketing through instagram displaying muslim fashion clothing that is designed very interesting, so that consumers become interested and marketing becomes increasing. This study aims to examine muslim clothing photos on instagram hijab with brands of Juniper Lane, Zaha, and Zysku Xena in Bandung seen from the visual elements of photography. The research method used case study with descriptive approach through visual analysis. The research subjects are instagram photos on Juniper Lane hijab brand, Zaha, and Zysku Xena in Bandung. Data collection techniques were collected by observation, instagram photo documentation study, and interviews with local brand owners of hijab and consumers. Data were analyzed by visual analysis, content analysis, and qualitative analysis. The results show that muslim clothing photos on instagram with brands of hijab Juniper Lane, Zaha, and Zysku Xena in Bandung have fulfilled the visual elements of photography, so the photo design becomes attractive, the consumers become interested in them, and the marketing becomes increasing.
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Rahman, Muhammad Sabbir, and Mahafuz Mannan. "Consumer online purchase behavior of local fashion clothing brands." Journal of Fashion Marketing and Management: An International Journal 22, no. 3 (July 9, 2018): 404–19. http://dx.doi.org/10.1108/jfmm-11-2017-0118.
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Purpose The purpose of this paper is to investigate the influence of information adoption, e-WOM, online brand experience and online brand familiarity on consumer online purchase behavior of local fashion clothing brands. The study also examines the influence of central and peripheral route on the consumer information adoption process. Design/methodology/approach The research design was cross-sectional. A total of 300 respondents from Bangladesh participated in the self-administered survey who have experienced of purchasing local fashion clothing brand online. Only 273 questionnaires were used in final data analysis after discarding incomplete questionnaires. The study applied PLS-SEM to test the proposed model. Findings Central and peripheral route were found to have positive influences on the consumer information adoption process in the context of online purchasing of local fashion clothing brands. Consumer information adoption was found to influence consumer online purchase behavior positively. The information adoption-consumer purchase behavior relationship was found to be partially mediated by e-WOM. Online brand experience was found to influence consumer online purchase behavior positively. The online brand experience-consumer purchase behavior relationship was found to be partially mediated by online brand familiarity. Originality/value So far, no studies have investigated how information adoption, e-WOM, online brand experience and online brand familiarity influence consumer purchase behavior of local fashion clothing brand, in a virtual environment under the perspective of a developing country like Bangladesh. This study is also a pioneer in exploring which dimensions have more leverage on central and peripheral route in information adoption in the context of local fashion clothing brand of Bangladesh.
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Qayyum, Abdul, and Ayesha Saeed. "Impact of Self Expressive Brands and Brand Attachment on Brand Advocacy: The Mediating Role of Brand Love." Jinnah Business Review 7, no. 1 (January 1, 2019): 27–36. http://dx.doi.org/10.53369/qaee7103.
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The main objective of this study was to examine the impact of self expressive brands and brand attachment on brand advocacy with the mediating role of brand love. Findings are revealed on the survey of people who get involved with the Clothing Brand and become brand advocates. Hypotheses were tested with a sample of 275 respondents and the regression analysis was conducted to test the hypotheses. The results of the study show the partial mediating impact of brand love on the relationship between self expressive brands and brand advocacy, while full mediation impact of brand love on brand attachment and brand advocacy relationship has been observed. This research project highlights that brand love needs to be created along with brand attachment in customers mind so as to make them brand advocates. The findings of this research will help the marketer for implementing better marketing techniques to make their brand more strong and recognizable among customers. Key words: Self Expressive Brands, Brand Attachment, Brand Love, Brand Advocacy, Clothing Brand
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Salerno-Kochan, Renata, and Paweł Turek. "Consumer perception vs sensory assessment of the quality of clothes of selected brands available on the Polish market." Journal of Fashion Marketing and Management: An International Journal 25, no. 4 (June 15, 2021): 682–96. http://dx.doi.org/10.1108/jfmm-05-2020-0101.
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PurposeThe aim of the study reported in this article was to establish whether the quality of clothes of a given brand is perceived and assessed by consumers at the same level. An additional purpose was to identify the features that characterize the quality of popular, among Polish young female consumers, clothing brands and to classify them according to their quality level (perceived and assessed).Design/methodology/approachThe article presents two approaches to consumer assessment of the quality of clothes: the survey method, in which the product quality was determined by 320 Polish female young respondents (19–25) based on their own previous experiences and impressions related to a particular clothing brand, and a direct assessment of shirts of selected brands using a sensory quality assessment method, a five-point hedonic scale with the verbal anchor (115 evaluators).FindingsThe research has revealed a significant difference between the perception of selected quality features of brands and the consumer assessment of the products. The perception maps developed based on the PROFIT analysis (PROperty FITting) as well as on cluster analysis provided interesting information about the situation of selected brands and their features in comparison with others and allowed to identify strong and weak features characterizing a given category.Research limitations/implicationsThis study has several limitations. First and foremost, the research results cannot be generalized to all consumers because they encompass the results from one national context and one population of respondents (young females). It should also be noted that the conducted research comprises only the most popular clothing brands available on the Polish market, in particular, the fast fashion segment brands. Furthermore, it would be advisable to carry out a sensory assessment of the quality of other clothing items offered under the brand names investigated.Practical implicationsThis research could be a valuable source of information for clothing company managers, thanks to which they could better manage their brand and its position on the market. When undertaking marketing activities consisting of building positive perceptions about the product, it is important to make sure that the product offers an attractive sensory experience. When real quality deviates from consumer perceptions about the quality, managers should take corrective actions to restore and even improve the brand image in the eyes of the consumer, as well as to ensure the brand and the products offered under it a stable position on the market.Originality/valueBy comparing two approaches to consumer quality assessment, discrepancies between declared and real (sensory) quality of clothes have been identified and the distinctive features that differentiate selected brands regarding their quality level have been indicated.
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Othman, Bestoon, He Weijun, Zhengwei Huang, Jing Xi, and Thomas Ramsey. "Effect of Service Quality on Service Value and Customer Retention for Clothing Store Brands in China." TEKSTILEC 63, no. 4 (November 20, 2020): 242–55. http://dx.doi.org/10.14502/tekstilec2020.64.242-255.
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An increasing number of new Chinese clothing store brands are selling and offering similar products and services and consequently clothing store brand providers must compete to survive in this industry. They need to focus on customers’ special needs and preferences to maintain and retain a long-term relationship. The objective of this study is thus to examine the relationship between service quality and customer retention for clothing store brands in China, and the mediated effect of service value in the relationship between service quality and customer retention for clothing store brands in China. A quantitative research for data collection was implemented. As many as 385 questionnaires were collected by the professor, PhD students, MSc students and BSc students of different nationalities in China. The data was analysed using SmartPLS and SPSS software. Customer perception of the quality of a service product in all sizes has a beneficial effect on customer retention. Service value affects customer retention positively. Practical implications for the target market of the clothing sector should be focused on young individuals aged 36 to 45 years, holding a Master’s degree and earn more than €1,000/month. Findings indicated significant and direct relationships between service quality, service value and customer retention. It was also found that service value has a full mediated effect. This study will be of interest to the clothing store brands in understanding how service quality is essential for maintaining a long-term relationship with customers.
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Turgut, Merve Ulku, and Beyza Gultekin. "The Critical Role of Brand Love in Clothing Brands." Pressacademia 4, no. 1 (March 31, 2015): 126. http://dx.doi.org/10.17261/pressacademia.201519963.
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Singh, Dr Trilok Pratap. "Consumer Perception about Selected Aspects of Global and Local Brands." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 5 (April 11, 2021): 761–75. http://dx.doi.org/10.17762/turcomat.v12i5.1482.
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The aim of this paper is to examine the relationship between consumer brand equity (CBE). This work examines the gaps between global and local brands in the Indian market. Attitudes towards items around the world and the casual clothing brand of the Indian market are being investigated. Brand equity, consisting of brand identity, impact on the perception of consumer products regardless of age (people, inclination to local brands, personal experience, costs, advertising, sponsorships and endorsements) are recognized. A total of 255 students took part in the survey. This research shows that Indian consumers perceive global and local brands differently based on brand meaning.
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Han, Hong Shuang, Yu Jing Zhang, Dan Sun, Li Ping Qiao, and Mei Zhang. "Parameters of High-Density Soft Breathable and Anti-Velvet Fabric Technology." Advanced Materials Research 941-944 (June 2014): 1336–40. http://dx.doi.org/10.4028/www.scientific.net/amr.941-944.1336.
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At present, there are still drilling soft velvet jacket fabric, breathable, coated thick and many other issues, the clothing brand's lack of guidance on the technical parameters of the purchase fabric, so that the domestic high-end brands in soft single layer anti-velvet products domestic market share is far behind foreign brands. Based on the above situation, this paper on the international market of high-end brands such fabrics for data analysis, according to research data to buy produce like cloth, sewn jacket kind of clothing to complete the work and try to verify their anti-velvet, breathable performance, research findings provide proof fabric for further research fellow basic data, reference may be fabric or garment production company's procurement offer.
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Zebal, Mostaque A., and Faye Hall Jackson. "Cues for shaping purchase of local retail apparel clothing brands in an emerging economy." International Journal of Retail & Distribution Management 47, no. 10 (October 14, 2019): 1013–28. http://dx.doi.org/10.1108/ijrdm-11-2018-0241.
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Purpose The purpose of this paper is to explore and identify the cues that shape the purchase of local retail apparel clothing brands in an emerging economy. The study further develops a conceptual framework for the cues that shape the purchase of local retail apparel clothing brands. Design/methodology/approach A focus group methodology is used for data collection from the local retail clothing consumers in Bangladesh. Data collected for this study were coded and categorized using inductive reasoning methods and similar responses were identified from a prepared data matrix. The results were presented in narrative while preserving the authenticity of participant response. Findings Three cues were identified that shape the purchase of local retail apparel clothing brands in Bangladesh. First, consumers buy local retail apparel clothing brands due to the product authenticity (product quality, product uniqueness, apparel fittings, apparel durability, color combination, attractive design, comfortability and reasonable price). Second, consumer cosmopolitanism (urbanization of people, migration and overseas travel, and access to cable television and international channels) positively related to the purchase of local retail apparel brands in Bangladesh. Third, consumer ethnocentrism (superiority of local made brands over imported foreign brands, moral obligation for purchasing local products and patriotism) is a contributory cue responsible for the success of local retail apparel clothing brands in Bangladesh. Originality/value This study is a first of its kind to significantly enrich the consumer behavior literature related to local retail apparel branded companies and their implications.
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Radder, Laetitia, and Wei Huang. "High‐involvement and low‐involvement products." Journal of Fashion Marketing and Management: An International Journal 12, no. 2 (May 9, 2008): 232–43. http://dx.doi.org/10.1108/13612020810874908.
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PurposeKnowledge of brand awareness and its role is important for the design of an organisation's marketing strategies. This study aims to determine the brand awareness of high‐ and low‐involvement products among Black and non‐Black students enrolled at a South African university.Design/methodology/approachA self‐administered survey was completed by a convenience sample of 300 students of the Nelson Mandela Metropolitan University in Port Elizabeth, South Africa. The focal high‐involvement product was sportswear clothing and the low‐involvement product, coffee.FindingsThe results indicated a higher awareness of high‐involvement product brands than of low‐involvement product brands. Advertising played an important role in the awareness of sportswear clothing brands, but seemed unimportant in the case of coffee. The brand name was important for coffee, while the name and the logo played a role in students' awareness of sportswear brands.Research limitations/implicationsThis study was limited to students of the Nelson Mandela Metropolitan University (NMMU) in Port Elizabeth, South Africa and to sportswear clothing and coffee product categories. Future studies could comprise larger samples, different contexts and other product or service categories.Practical implicationsThe findings suggest that marketers employ different strategies to create and increase brand awareness for high‐ and low‐involvement products.Originality/valuePrevious research found that brand awareness played an important role in low‐involvement products; however, little is known about brand awareness differences between high‐ and low‐involvement products, particularly with respect to the brand awareness of South African students.
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Chen, Lihong, Kexin Qie, Hafeezullah Memon, and Hanur Meku Yesuf. "The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects." Sustainability 13, no. 8 (April 11, 2021): 4238. http://dx.doi.org/10.3390/su13084238.
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Aiming at the problems of pollution and waste in the clothing industry, the concept of the green innovation of clothing brands is put forward here and analyzed in terms of five dimensions: green product innovation, green technology innovation, green image innovation, green service innovation, and marketing green innovation. Based on the theory of perceived value, in this study we analyzed the mechanism of clothing brand green innovation with regard to consumers’ purchase intention and, on this basis, investigated the mediating role of perceived value and the moderating role of consumer innovation. Simultaneously, we designed a measurement scale for clothing brand green innovation and used the structural equation model to test the research hypothesis. The results showed that clothing brand green innovation can effectively promote green purchase intention and behavior, that consumers produce purchase intention and behavior through the perception of novelty, usefulness, and greenness, and that highly innovative consumers are more likely to perceive novelty and are more willing to buy. This study provides new ideas and references for clothing brand green innovation.
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Ranubhuana, Ni Rara, I. Made Adhika, and I. Gusti Bagus Budjana. "Distribution Shop Center (Distro) Local Brand Clothes and Skate Playges in Kuta Utara, Badung, Bali." Journal of A Sustainable Global South 1, no. 2 (August 31, 2017): 1. http://dx.doi.org/10.24843/jsgs.2017.v01.i02.p01.
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The centre of clothing distro and skatepark are buildings that are included in commercial and business functions. The centre of clothing distro is community of several clothing brands that have their own distro. The function of distro is to display and sell their products. Various concepts and idealism are offer from every clothing brands. Some concepts are offer such as music, skateboarding, custom motorbikes, surfing, tropics, and other concepts. The concepts of the brand will affect the interior concept that will applicated. The goal is to provide the identity and characteristics of distro, so that attract consumers to come and buy some products. The industrial concept interior is very suitable to be apply in a dis-tro. The material in industrial concept shows natural impression of material such as expose bricks, concrete, floor and some finishing marerials while still displaying the original texture. This makes the industrial concepts more affordable but requires high creativity, so that it is suitable to be apply in a distro. This concept will give a masculine impression, rough but still comfortable. The collaboration of the industrial concept with the concept with the concept of clothing brand can be apply by adding some decoration and artwork that related with the concept.
Index Terms— industrial, distro, interior.
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Gabor, Manuela Rozalia, Nicoleta Cristache, and Flavia Dana Oltean. "Romanian Consumer Preferences for Celebrity Endorsement TV Ads for Romanian and Global Apparel Brands." Fibres and Textiles in Eastern Europe 28, no. 6(144) (December 31, 2020): 8–14. http://dx.doi.org/10.5604/01.3001.0014.3792.
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n the context of contemporary society, the behaviour of the consumer is influenced to a great extent by models that appear in advertisements. Romanian clothing companies should take into account that globally they are competing against top brand companies with proven marketing strategies and which make use of celebrity endorsements in order to increase the value of their brands and to strengthen their image. The research purposes are as follows: (1) to empirically test – by using non-parametric statistics and through a convenience sampling and self-administrative questionnaire – Romanian consumers’ preferences for using celebrity endorsements in fashion clothing TV advertisements both for Romanian and global brands, (2) to measure customers’ brand loyalty, (3) customers’ awareness, and (4) consumers’ purchase intentions towards brands. A set of five research hypotheses was tested. Our results validate the international ones. These results fill a gap in the little empirical knowledge available on celebrity endorsements in Romania.
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Fan, Kuo-Kuang, and Ying Zhou. "The Influence of Traditional Cultural Resources (TCRs) on the Communication of Clothing Brands." Sustainability 12, no. 6 (March 18, 2020): 2379. http://dx.doi.org/10.3390/su12062379.
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Recently, traditional cultural resources (TCRs) have become a core part of enterprise clothing branding strategies. Such clothes, expressed in traditional culture, are widely accepted and recognized by audiences. Unfortunately, industry has leveraged these brands poorly and created ones that lack sign-cognition of TCRs. This has resulted in products reflecting shallow traditional cultural patterns (sign-form) rather than deeper adapted cultural expressions. The negative association resulting from this shallow and generic patterning in branding can be harmful for TCRs and damage the image of a brand in the minds of the people, thereby threatening the survival and long-term development of the brand. In order to solve this problem, this study divides the solution into three steps: (1) defining and understanding sign-meaning and sign-function in TCRs from the context of existing literature; (2) assessing, evaluating and breaking down sign-meanings, via in-depth interviews, into several sign-production sub-categories: (a) cultural attribution orientation; (b) knowledge perception orientation; and (c) stakeholders orientation; (3) Utilizing a typical brand development case study to demonstrate how these sign-meaning sub-categories can be help a brand better communicate with its audience. Firstly, it is noted that cultural attribution orientation: (a) expands the notion of brand culture; (b) promotes the movement of the design language of a brand from a dependent development into an independent development; and (c) connects the brand with potential audiences through a cultural gene transmission. Secondly, it is noted that knowledge perception orientation not only expands the foundation of expert groups but also provides TCRs-related to platforms of learning for audiences (e.g., to convey the brand’s social reputation of responsibility through educational communication). Thirdly, stakeholder orientations provide a foundation for brand integration with commercial resources and thus transform the brand to combine with social, commercial and industrial forms of collaboration. Beyond these three sub-categorizations, the study shows that sign-functions of TCRs can have an influence on cultural transformation, academic cohesion and social connection for clothing brands. This study provides a new perspective on TCRs with respect to sign-meaning and sign-function. TCRs can help clothing brands expand to reach audiences of traditional communication media, such as fashion shows. They can also help establish a more stable community mode of communication for non-commercial purposes.
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Hanadhyas, Anindita, and Nuri Wulandari. "Implementation of Marketing Strategy: A Case Study of an Online Upcycling Fashion Brand in Indonesia." Binus Business Review 13, no. 1 (February 24, 2022): 67–79. http://dx.doi.org/10.21512/bbr.v13i1.7534.
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The continuous growth of the fashion industry leaves tons of discarded clothing and garments. One way to address this issue is by upcycling or assembling worn or leftover garments into a new piece of clothing. With the growing sustainable awareness in Indonesia, consumers have started to look for clothing brands applying a sustainable practice. The research investigated the external and internal factors that could affect sales as well as brand awareness and identified the marketing strategy of a new upcycling clothing brand in Indonesia, Kawan. The research was conducted by understanding the external and internal factors using qualitative and quantitative methods. The internal data were from interviews with the owner of Kawan, customers and potential customers of Kawan. They were analyzed by the Valuable, Rare, Imperfectly Imitable, Organization (VRIO) and Marketing Mix (Product, Price, Place, and Promotion (4P)) framework. Meanwhile, the external factors were examined by the Political, Economic, Sociocultural, Technology, Ecological, Legal (PESTEL) framework and benchmarking. The data for PESTEL analysis were derived from news, reports, and an interview with the owner of Kawan. A survey was also conducted to women in Indonesia to formulate the marketing strategy using Marketing Mix framework. The results show the product characteristics for upcycling clothing brand and essential types of information for the promotion. They are essential in value creation and delivery for upcycling fashion brands. It is expected to contribute to the sales issue that Kawan has experienced and generate the marketing strategy for the issue.
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Abrego, Sonya. "From Cattle Brand to Corporate Brand: Blue Jean Trademarks in Mid-century America." Journal of Design History 34, no. 2 (March 30, 2021): 116–28. http://dx.doi.org/10.1093/jdh/epab007.
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Abstract Cattle brands are physical imprints of ownership applied to the flesh of animals. They were, in the nineteenth century, indispensable to ranchers for differentiating their cattle from a competitors’ stock on the open range. The branding symbol’s utility as a legible marker of property ownership declined after widespread fencing delimited the plains. Yet cattle brands remained present in vernacular visual and material culture as decorative features and motifs signifying the Old West into the twentieth century. Cattle brand imagery, largely divorced from its functional origins, was recombined and repurposed to add decorative flourish to a variety of garments, wearable accessories, and domestic objects. This article explores the persistence of cattle brands as a popular trope in mid-century America and focuses on denim jeans, manufactured by Levi Strauss & Co., and, in particular, Lee, companies that fashioned their company logos in the guise of a brand. Through material culture analysis I will examine how clothing companies employed cattle brand iconography in advertising, promotions, and product design to consider a historical moment in the cattle brand’s semiotic shift from indexical trace of property ownership to corporate brand logo.
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Lim, Kenny, and Aron O’Cass. "Consumer brand classifications: an assessment of culture‐of‐origin versus country‐of‐origin." Journal of Product & Brand Management 10, no. 2 (April 1, 2001): 120–36. http://dx.doi.org/10.1108/10610420110388672.
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Examines consumers’ perception of brands as influenced by their origins and the differences in classification ability between consumers’ knowledge levels. Specifically, culture‐of‐brand‐origin (COBO) is proposed to have replaced country‐of‐origin (COO) as the most important origin influence regarded by consumers in their perceptions of brands. Culture‐of‐brand‐origin is used to mean the cultural origin or heritage of a brand. Data were gathered from 459 respondents in the Asian city of Singapore; and used to assess Singaporean consumers’ ability to classify the cultural origins of fashion clothing brands. This was compared to their ability to classify the country origins of the same brands. Six brands were used in a between‐subjects design, with three brands of western countries and three of eastern countries. Results indicate that consumers can more readily identify the cultural origin of brands over their country‐of‐origin. Reveals that a consumer’s ability to make this distinction is influenced by the consumer’s perception of how well he/she knows the brand.
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Kwon, Yoon-Hee. "Working Women's Perceptions of Brand-Name Apparel in Enhancement of Their Occupational Attributes." Perceptual and Motor Skills 79, no. 2 (October 1994): 827–32. http://dx.doi.org/10.2466/pms.1994.79.2.827.
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The major objectives were (1) to explore working women's perceptions of various apparel brands in the enhancement of their self-perceptions of occupational attributes, (2) to investigate the relationships between working women's self-perceptions of occupational attributes and the perception of each apparel brand image, and (3) to assess the effects of selected consumer variables of working women (clothing interest, age, education, and occupation) on their perceptions of brand-name apparel. The data from 81 working women showed that the well-known apparel brands generally enhanced their occupational attributes. Anne Klein was perceived most positively for enhancement of all the occupational attributes, while Junior House Collectibles was perceived as lowest in enhancement of those attributes. Evan Picone was rated highest in relation to subjects' clothing interest and was perceived most effective in enhancing the subjects' occupational attributes.
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Liu, Li Jun, Nan Qiao, Xiao Peng Li, and Min Feng. "The Analysis of Fashion Buyers’ Development in Clothing Industry of China." Advanced Materials Research 331 (September 2011): 735–39. http://dx.doi.org/10.4028/www.scientific.net/amr.331.735.
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Buyer-based clothing brand is a new type of brand operating mode. Fashion buyers as the core of the new mode influence the circulation of products. This paper aims to find the role of fashion buyers in helping the brand development for the enterprise. This paper reveals the evolution rules of clothing fashion buyers and discusses its basis characteristics, compares the development of fashion buyers at home and abroad. It suggests the basic knowledge for fashion buyers and ways to improve their comprehensive abilities. Finally it puts forward measures to promote the sound development of brands by making the buyers system perfect.
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Khare, Arpita, and Geetika Varshneya. "Antecedents to organic cotton clothing purchase behaviour: study on Indian youth." Journal of Fashion Marketing and Management: An International Journal 21, no. 1 (March 13, 2017): 51–69. http://dx.doi.org/10.1108/jfmm-03-2014-0021.
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Purpose The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour. Design/methodology/approach Data were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India. Findings Past environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour. Research limitations/implications The sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied. Practical implications The findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population. Originality/value Organic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.
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Nguyen, Thuy D., Charlene Dadzie, Arezoo Davari, and Francisco Guzman. "Intellectual capital through the eyes of the consumer." Journal of Product & Brand Management 24, no. 6 (September 21, 2015): 554–66. http://dx.doi.org/10.1108/jpbm-03-2015-0837.
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Purpose – The purpose of this study is to measure intellectual capital of the firm through the eyes of the consumer by investigating the relationships between financial-based brand equity (FBBE) and consumer-based brand equity (CBBE) and their related constructs. Design/methodology/approach – Fifteen consumer brands were evaluated based on three different perspectives of CBBE, and were then regressed on FBBE. Prior to the regression analysis, the FBBEs of 15 consumer brands were standardized using the total assets and three-year weighted average of their brand equity values. Findings – Findings show that existing CBBE scales and related brand dimensions partially explain FBBE, namely, sustainability and brand experience, and that the product category contributes significantly in explaining FBBE. In addition, brand experience is positively associated with FBBE. Research limitations/implications – The study only includes brands from the food, electronics and clothing industries. Practical implications – The study provides guidance to brand managers regarding which brand dimensions directly influence brands’ financial values. Originality/value – The paper empirically measures consumers’ perceptions of the firm’s intellectual capital by using brand equity.
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Ahmad, Imtiaz, and Hafiz Ihsan Ur Rehman. "The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products." Lahore Journal of Business 7, no. 1 (September 1, 2018): 85–111. http://dx.doi.org/10.35536/ljb.2018.v7.i1.a4.
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The current study was designed to observe the impact of consumer ethnocentrism and brand personality on purchase intention, perceived quality and brand trust in the Pakistani clothing market. Famous Pakistani clothing brands were selected to examine the impact of consumer ethnocentrism and brand personality on purchase intention, evaluation of the product and brand trust. 300 questionnaires were distributed to consumers. The response rate was 90%. The sample comprised 52.2% males and 47.8% females. Two-level Structural Equation Modelling using LISREL 8.80 was employed to determine the convergent and discriminant validity. The study has concluded that Pakistani consumers are highly ethnocentric and ethnocentrism strongly affects purchase intention of domestic brands among Pakistani customers. The research found that brand image has a greater effect on purchase intention, perceived quality and brand trust than consumer ethnocentrism. Results also demonstrate that quality, as perceived by consumers, influences purchase intention which indicates that alone, brand personality and consumer ethnocentrism tendencies do not guarantee sales of local brands. This study puts both consumer ethnocentrism and brand personality into one model to access its role on consumer behavior. The results of the research can assist domestic marketers to comprehend the role of consumer ethnocentrism propensity and brand personality in purchasing domestic products, quality perception and building trust among young customers. To the best of the researchers’ knowledge, it is one of the pioneer studies in the context of Pakistan that casts light on the significance of ethnocentrism in evaluating domestic products by contributing to the literature of marketing.
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Ng, Hu, Muhammad Shafiq Jalani, Timothy Tzen Vun Yap, and Vik Tor Goh. "Performance of Sentiment Classification on Tweets of Clothing Brands." Journal of Informatics and Web Engineering 1, no. 1 (March 16, 2022): 16–22. http://dx.doi.org/10.33093/jiwe.2022.1.1.2.
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Social media such as Facebook, Instagram, LinkedIn, and Twitter ease the sharing of ideas, thoughts, videos, and photos and information through the building of virtual networks and communities. This has allowed companies and products to reach a wider audience in terms of marketing and advertising, and to gauge feedback from the public. This research investigates clothing brand mentions on Twitter to perform sentiment analysis on users’ thoughts on three clothing brands, namely Asos, Uniqlo and Topshop. The data is collected by applying python libraries, Tweepy to access data from the Twitter streaming API. Following that, data pre-processing such as tokenization, filtering, stemming, and case normalization are performed to remove outliers. Then, the TextBlob algorithm is applied to label the tweet data into three classes; Positive, Negative and Neutral based on the polarity of the tweets. Word embeddings are also created using Word2Vec with TF-IDF. The word embeddings are fed into classification models namely Support Vector Machine (SVM), Naïve Bayes (NB), Random Forest (RF), Logistic Regression (LR) and Multilayer Perceptron (MLP) by comparing their accuracy performances. The models went through training and testing process on a curated tweet dataset comprising 24000 records with three clothing brands (Asos, Uniqlo, Topshop). The classification process was carried out by SVM, NB, RF, LR and MLP with a ratio of 50-50 and 70-30 train-test splits. Hyperparameter tuning was implemented by GridSearchCV to find the best parameters of classification models in order to optimize the best results. The evaluation of performance was measured with accuracy, precision, recall and F1-Score. In the 50-50 train-test splits, LR achieved the highest accuracy by scoring 82%, 87% and 87% on Asos, Uniqlo and Topshop respectively. In the 70-30 train-test splits, LR also achieved highest accuracy by scoring 85%, 90% and 90% for the three clothing brands respectively.
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Prendergast, Gerard, and Claire Wong. "Parental influence on the purchase of luxury brands of infant apparel: an exploratory study in Hong Kong." Journal of Consumer Marketing 20, no. 2 (April 1, 2003): 157–69. http://dx.doi.org/10.1108/07363760310464613.
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With a focus on the purchasing behaviour of parents buying luxury brands of infant apparel, this paper considers the concepts of buying roles, conspicuous consumption/social consumption motivation, and materialism. A survey of 134 mothers who had purchased luxury brands of clothing for their infants found that parents are motivated by the good quality and design associated with the luxury brands. The relationship between the amount of money spent by parents on luxury brands of infant apparel and social consumption motivation was not significant. However, interviewees who spent more on luxury clothing brands for their infants were determined to be more materialistic. It is thus recommended that marketers should emphasise the good quality and design of their luxury brands of infant apparel. In addition, marketers should promote the materialistic values of purchasing luxury brands of infant apparel, showing that buying luxury brands of infant apparel may be a route to happiness, rather than being a route for impressing others.
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Abuljadail, Mohammad Hatim, and Louisa Ha. "What do marketers post on brands’ Facebook pages in Islamic countries?" Journal of Islamic Marketing 10, no. 4 (November 11, 2019): 1272–87. http://dx.doi.org/10.1108/jima-11-2017-0131.
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Purpose This paper aims to investigate the “posting” behavior of marketers on brands’ Facebook pages and whether these “posting” behaviors differ between local and global brands in Saudi Arabia. Design/methodology/approach The study randomly selected a total of 400 Facebook brand page posts from a matching sample of top 20 global and 20 local brands in Saudi Arabia using content analysis. Findings One of the notable findings show that global brands are more likely to post content that consists of prizes/giveaways, games/competitions and socializing than local brands, while local brands are more likely to post informative content than global brands. The findings also show that local brands are more likely to use content that includes Islamic messages, women in modest clothing, Arabic language and Saudi dialect than global brands. Research limitations/implications This study is limited to 20 global and 20 local brands. More product categories are needed. Practical implications The findings of this study have implications for marketers in regards to what types of communication content is more likely to be posted on brands’ Facebook fan pages in Saudi Arabia – especially for those global brands that are interested in having a localized brand Facebook fan page for Saudi Arabia. Originality/value The first study to compare Facebook strategies used by global brands and local brands in the same market.
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Grębosz-Krawczyk, Magdalena, and Dagna Siuda. "Attitudes of Young European Consumers Toward Recycling Campaigns of Textile Companies." Autex Research Journal 19, no. 4 (December 1, 2019): 394–99. http://dx.doi.org/10.1515/aut-2018-0057.
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Abstract The aim of this article was to identify the attitudes of young consumers in Europe toward recycling campaigns of clothing companies. In the article, the results of own empirical research conducted among young consumers from Poland, France, and Spain in the fourth quarter of 2017 are presented. Recycling campaigns implemented by fashion brands, consisting of exchanging old cloths for discount vouchers, are an example of environmentally friendly innovations and fit into the concept of circular economy. The research results confirmed a minor engagement of young consumers in recycling campaigns of clothing companies. However, they declared the willingness to participate in such actions. According to the authors, an effective marketing communication strategy is fundamental to engage young consumers in clothing recycling and develop sustainable forms of clothing disposal. Clothing companies that are perceived as supporting the environment have a chance to reinforce the brand image.
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Kasztalska, Anastazja Magdalena. "INNOVATIVE METHODS OF MARKETING MANAGEMENT OF LUXURY BRANDS FOR EXAMPLE GUCCI'S COLLABORATION WITH THE FIAT COMPANY." CBU International Conference Proceedings 4 (September 20, 2016): 006–9. http://dx.doi.org/10.12955/cbup.v4.736.
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Branding is a basic and necessary tool in marketing. Recognizable brands develop international trade, cooperation, and exchange of goods. Of late, luxury brands have entered a new level of marketing and customer interaction, whereas, previously, brands specializing in one sector of the economy, generally ignored others. Gucci is a luxury brand that has recently teamed up with FIAT, a company with a completely different profile to that of manufacturing in the apparel industry. The aim of this study was to establish whether customers buying products from Gucci were interested in its collaboration with the automotive industry and whether the Gucci brand had become more recognizable because of this cooperation. The conclusions were somewhat remarkable, with the Fiat 500, a product combining reliability and beautiful design, continuing to be immensely popular. In addition, the cooperation of both brands has brought large profits and a significant increase in awareness of both companies. Undoubtedly, the innovative marketing method of designing a new car model, in collaboration with a luxury brand, brings awareness to both brands. Further studies are likely regarding this unprecedented case of cooperation between a brand of luxury clothing and one of an automotive company.
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J.P., BERNARDES, MARQUES A., FERREIRA F., and NOGUEIRA M. "A new and sustainable service to slow fashion brands." Industria Textila 69, no. 02 (May 1, 2018): 152–57. http://dx.doi.org/10.35530/it.069.02.1528.
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This paper explores the creation of an innovative clothing rental service, that is inspired by the ‘slow fashion movement’, and that focuses on the question: “are people willing to use second-hand clothing and/or leased when travelling?”. This is a rental service for the day-to-day and also business clothing. The creation and development of this service was possible through the use of a design thinking methodology: the 9 steps framework by Kees Dorst. Regarding its validation, it was achieved with a questionnaire with 430 responses. The paper culminates with the positive response to the problem.
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Turčínková, Jana, and Jiří Moisidis. "Impact of reference groups on the teenagers’ buying process of clothing in the Czech Republic." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 59, no. 7 (2011): 489–96. http://dx.doi.org/10.11118/actaun201159070489.
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The main objective of our research was to suggest recommendations for Czech producers of clothing for brand building and marketing communication strategies with Czech consumers in age group 13 to 19 years, therefore, our goal was to analyze consumer behavior of Czech youth when buying and using clothing and to analyze factors influencing their behavior, with the emphasis on reference groups and these results are presented in this paper. The target group (consumers 13–19 years old) was selected because it’s often been neglected in recent marketing researches. The research consisted of primarily qualitative research (n = 96) in the form of in-depth interviews and pilot quantitative research (n = 200) in a form of online survey. The data collection was conducted in time period March 17–April 22, 2011. On the basis of data analysis, authors suggested general recommendations for improving marketing communication strategy of fashion producers in the Czech Republic. The results hint differences in the buying behavior of clothing between respondents in the age 13–15 and 16–19 years. The group of 13–15 years old teenagers doesn’t consider clothing brands as a very important criterion when choosing particular piece of clothing, while for the older group brands matter. The 16–19 year old ones are significantly more influenced by their friends and opinion leaders, while the for the younger group this influence comes not from their peers, but mostly parents.
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Khare, Arpita. "How cosmopolitan are Indian consumers?: a study on fashion clothing involvement." Journal of Fashion Marketing and Management 18, no. 4 (September 2, 2014): 431–51. http://dx.doi.org/10.1108/jfmm-05-2013-0066.
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Purpose – The purpose of this paper is to examine affect of cosmopolitanism and consumers’ susceptibility to interpersonal influence on Indian consumers’ fashion clothing involvement. Moderating effect of demographics was studied. Design/methodology/approach – Survey technique through self-administered questionnaire was used for data collection in both metropolitan and non-metropolitan cities in India. Findings – Utilitarian, value expressive factors of normative influence and cosmopolitanism influence Indian consumers’ fashion clothing involvement. Type of city, income, and education moderated influence of normative values and cosmopolitanism on fashion clothing involvement. Research limitations/implications – One of the major limitations of current research was that it had a large number of respondents in the age group of 18-40 years. Future research can attempt to reduce age biasness. Practical implications – The findings can prove helpful to international apparel brands marketing luxury and fashion clothing in India. However, since conformance to social norms was important for Indians, clothing manufacturers should use reference groups, opinion leaders, and celebrities to generate awareness. A blend of global and local lifestyle should be used. International luxury brands can customize their products to combine ethnic tastes. Originality/value – Fashion clothing market promises immense growth opportunities in India. There is limited research to examine influence cosmopolitanism on Indian consumers’ consumption behaviour. Knowledge about influence of global lifestyle, brands, mass media, and services on Indian consumers’ behaviour can help in targeting them effectively.
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Yang, Yu. "Shadow Play Application in Children’s Wear Design." World Journal of Social Science Research 4, no. 4 (November 30, 2017): 385. http://dx.doi.org/10.22158/wjssr.v4n4p385.
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<p><em>In the mother of traditional culture, folk traditional handicraft is rich in content and various kinds, because of various artistic expression form and the artistic expression style that has visual effect is unique. As a kind of ancient Chinese folk traditional art, shadow play is famous for its rich traditional Chinese cultural patterns, unique color combination and retro characters.</em></p><em>Nowadays, the growth of children’s clothing market is especially bright in the market of adult clothing. But whether it is the children’s clothing derived from the foreign brands, or the brand that has been the market base in China for many years, the children’s clothes style is single, and the type of printing is not new. This research will use the performance of shadow play in children’s clothing, aiming to make children’s clothing with traditional Chinese elements.</em>
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PALA, Zeynep, and Hakan ÜNAL. "A RESEARCH ON THE BUYING BEHAVIOR OF GLOBAL SPORTS CLOTHING BRAND CONSUMERS." International Refereed Journal of Humanities and Academic Sciences, no. 24 (2021): 0. http://dx.doi.org/10.17368/uhbab.2021.24.01.
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Aim: This research is a cross sectional study which is designed to examine the factors that effect on the consumers’ purchasing behaviors of global sportswear brands. Method: By applying the simple random sampling method, the sample size was determined as (n) = 550 when the number of people in the population (N)=1500 (total number of students in the Faculty of Sports Sciences). The Socio-Demographic Characteristics Form and the 5-point Likert-type Consumer Purchasing Behavior Scale consisting of 7 sub-dimensions developed by Sproles and Kendall (1986) and adapted into Turkish by Bikari (2013) were applied to 550 students who made up the study group by the researcher. Results: The students prefer the most popular global brands which have the largest share in the market. The results also showed that the age, class and income do not affect the preferences. It has been found that there is a positive relationship between brand loyalty, purchasing preferences, perfectionism, fashion orientation, shopping attitude, brand awareness and quality orientation and purchasing styles. It has also found that according to the gender variable there is meaningful difference about the purchasing preferences, fashion orientation and brand awareness dimensions but there is not a meaningful difference for brand loyalty, perfectionism, attitude towards shopping and quality orientation. Conclusion: According to the results, It has been determined that purchasing styles do not differ according to sports brand preferences, there is a positive relationship between brand loyalty, purchasing preferences, perfectionism, fashion oriented, shopping attitude, brand awareness and quality orientation and purchasing styles.
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Gerasimenko, V. V. "Conscious Consumption Ideology and Brand Values Perception." Scientific Research of Faculty of Economics. Electronic Journal 13, no. 3 (October 22, 2021): 7–24. http://dx.doi.org/10.38050/2078-3809-2021-13-3-7-24.
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In modern terms, a new view of consumption is being formed, its impact on human health and the natural environment surrounding it, the commitment to the principles of a healthy lifestyle and a conscious attitude to the surrounding world is growing. As a reflection of these ideas, the trend for conscious, ethical consumption is actively developing. In response to the rapid development of digital communications of consumers and the formation of new demand parameters, there are changes in the market positioning of brands of companies around the world, so it is important to understand the vectors of these changes and the intensity of their impact. It is necessary to assess the real relevance of these issues, in particular, for the Russian markets. including representatives of various, especially youth, consumer audience. The purpose of this study is to obtain evidence of the use of the ideology of conscious consumption in the promotion of leading domestic and foreign brands represented on the Russian market on the example of clothing brands, as well as to test the perception of this ideology among young consumers. The applied methodology for analyzing the marketing content of leading foreign and Russian brands on the Internet showed a slight use of social and ethical parameters in marketing, and the survey of representatives of the youth audience of consumers of premium brands on the examples of clothing brands demonstrated that the parameters of conscious consumption are important for the surveyed youth audience, but differently affect their perception of the brand value.
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Holmes, Barbara, Christopher Hahn, and Carson Perry. "Building the Organizational Leader Brand: Change Agent, Scholar, Thought Leader." International Research in Higher Education 2, no. 2 (May 26, 2017): 45. http://dx.doi.org/10.5430/irhe.v2n2p45.
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Who we are matters. Developing the personal brand communicates to the world the values that fuel daily leadership habits and practices. Exposure to branding is constant in everyday life. People are continuously exposed to various brands, including clothing, vehicles, food selection, recreation, and media. Building the organizational leader brand requires the same processes, strategies, and tactics as branding and promoting traditional products, yet is much more involved.Research supports that millennial audiences connect best with individuals, rather than organizations. Consequently, effective personal branding is essential to building trust and a reputation that supports such viable relationships within organizations. Successful brands are constructed to embody traits the target market or followers identify with, and thus develop an affinity to. Likewise, organizational leadership brands must incorporate the personal traits of the leader into its identity making them unique, compelling and approachable to stakeholders.
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Antonova, N. V., and O. I. Patosha. "Features of brand perception by people with different strategies of consumer behavior." Social Psychology and Society 9, no. 1 (2018): 124–43. http://dx.doi.org/10.17759/sps.2018090109.
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The article describes the results of the research of perception of the domestic and foreign clothing brands by Russian consumers with various strategies of consumer behavior. The study involved 169 people of various ages (m = 24.5 years). Methods of research: a) the method of semantic differential for the analysis of the image of the brand, developed by F.N. Vinokurov; b) an adapted methodology for researching consumer behavior strategies. Based on the obtained results, it is concluded that there are specific features of perception of domestic and foreign brands by Russian consumers with different consumer behavior strategies: 1) the image of the Russian brand is more complicated, includes 5 factors, while the image of the foreign brand includes 3 factors; 2) 8 basic and three generalized strategies of consumer behavior of Russians are singled out, and the content of strategies differs from the content of strategies of foreign consumers; 3) the peculiarities of brand perception in people with different consumer behavior strategies are highlighted, and it is found that the perception of foreign brands is more closely connected with the strategies of consumer behavior than the perception of domestic brands; 4) brand image (primarily such parameters as “reliability” and “positivity” of the brand) is more significant for rational and impulsive consumers and to a lesser extent for brand-dependent ones. The obtained results can be used in the construction of brand communication, as well as a basis for further research of the mechanisms of perception of brands as objects of social cognition.
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Khan, Yang, Shafi, and Yang. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis." Sustainability 11, no. 19 (September 20, 2019): 5167. http://dx.doi.org/10.3390/su11195167.
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This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.
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Danaher, Peter J., Tracey S. Danaher, Michael Stanley Smith, and Ruben Loaiza-Maya. "Advertising Effectiveness for Multiple Retailer-Brands in a Multimedia and Multichannel Environment." Journal of Marketing Research 57, no. 3 (April 8, 2020): 445–67. http://dx.doi.org/10.1177/0022243720910104.
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An important aspect of multimedia advertising effectiveness that remains unexplored is a customer-level analysis of the relative importance of each medium for multiple retailer-brands within a product category. The increasing availability of customer databases for parent companies containing multimedia ad exposures, sales transactions in several purchase channels, and information across multiple retailer-brands now allows for a broader examination of advertising effectiveness. In this research, the authors monitor 4,000 customers over two years, linking their exposure to three media (email, catalogs, and paid search) to their in-store and online purchases for three retailer-brands in the clothing category. They develop a Tobit model for sales response to multimedia advertising that captures within-brand and within-channel correlations and accommodates individual-level advertising response parameters. Due to the very large number of observations (2.4 million) and random effects (60), the authors employ an emerging machine learning technique, variational Bayes, to estimate the model parameters. They find that email and sometimes catalogs from a focal retailer-brand have a negative influence on other retailer-brands in the category, whereas paid search influences only the focal retailer-brand. However, competitor catalogs often positively influence focal retailer-brand sales, but only among omnichannel customers. They segment customers by retailer-brand and channel usage, revealing a sizeable group of customers who shop across multiple retailer-brands and both purchase channels. Moreover, this segment is the most responsive to multimedia advertising.
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Neoronova, Alisa P., and Ol’ga V. Kovaleva. "ETHNO-ARTISTIC PHENOMENA IN THE MODERN COSTUME OF RUSSIAN BRANDS." Technologies & Quality 52, no. 2 (July 2, 2021): 72–80. http://dx.doi.org/10.34216/2587-6147-2021-2-52-72-80.
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This article examines the ethnoartistic phenomena in costume as a manifestation of the Russian style. The article analyses new and developing Russian brands working in the Russian style for the expression of ethnic identity in modern costume to form a research base as a basis for identifying trends in clothing design that will combine modern fashion trends and national costume. The selection of Russian brands suitable for the study was carried out according to a number of criteria – brand philosophy and means of visual expression. Such a criterion as the brand philosophy reflects the main characteristic that determines the essence of the brand – the ideological-emotional and sensory-figurative component. For the analysis of visual expressiveness, the following positions were selected – the shape and silhouette of the costume; proportions; colour; material; ornament; decor; accessories. Thus, this study allows identifying the ethno-cultural traditions in modern costume and forming a base about the shape, design and details used in the design of new collections in the ethnic style of Russian brands.
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Edirisinghe, Dilini, Alireza Nazarian, Pantea Foroudi, and Andrew Lindridge. "Establishing psychological relationship between female customers and retailers." Qualitative Market Research: An International Journal 23, no. 3 (January 15, 2020): 471–501. http://dx.doi.org/10.1108/qmr-12-2017-0167.
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Purpose The purpose of this qualitative study is to investigate how young female customers establish psychological relationships with small- to medium-scale retail stores over time forming purchase intentions, actual purchase patterns and repurchase behaviour. Role of various customer typologies was also considered. Design/methodology/approach A case study approach was implemented to collect and analyse data, where data was collected from 20 young female customers and ten clothing retailers using purposive sampling via semi-structured interviews. Interviews with customers were conducted in a place of their choice such as in a coffee shop, whereas data from retailers were collected in the retail stores. Both online and offline retail patronage was considered to incorporate the growing tendency towards online shopping. Results were analysed using thematic analysis. Findings This study managed to reveal a number of interesting findings on how female customers form and develop psychological relationships with clothing retailers over time that ultimately builds customer loyalty. Customer behaviour in pre-purchase, purchase and re-purchase stages can significantly vary according to their individual perceptions, whereas they have a few favourite clothing brands that they frequently shop for. Preference for online shopping was found to be minimal, most of them enjoying in store experiences. Further, word of mouth and unique designs emerged as key contributors in establishing retail brand loyalty. Practical implications This paper provides better insights for clothing retailers and industry practitioners in understanding how customer perceptions affect clothing purchase decisions. Originality/value This paper contributes to the retail literature by emphasizing on various elements that should be amalgamated through proper synthesis to serve customers. The research is unique as it analyses customer behaviour using a recreational activity model as opposed to marketing models to demonstrate how customers develop relationships with retail brands overtime.
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Oklander, Mykhailo, and Alevtyna Kudina. "CHANNELS FOR PROMOTION OF FASHION BRANDS IN THE ONLINE SPACE." Baltic Journal of Economic Studies 7, no. 2 (March 26, 2021): 179–87. http://dx.doi.org/10.30525/2256-0742/2021-7-2-179-187.
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The article’s purpose is to substantiate scientific and applied recommendations for the using of modern digital marketing tools to promote fashion brands. The subject of research is the theoretical foundations of the formation and operation of a system of priority channels for the promotion of brands of light industry enterprises in terms of increasing business risks. Methodology. The methods of scientific abstraction, analysis and synthesis, systemic, dialectical, expert, analogies and structural-functional research methods are used. Results. The study has shown that most of the world’s brands in the fashion industry determine e-commerce the main vector of their development. This is due to changes in consumer behaviour and due to the significant impact of the pandemic on the retail sector. There are highlighted adverse factors of development of Ukrainian fashion brands. It has been identified promising channels for promoting fashion brands in the online space. The use of User Journey Map and User Flow is justified to ensure the convenience of using the online store and reduce the amount of time spent on shopping. The key elements of the information architecture of the site are highlighted: cognitive load and mental models. The set of brand measures to encourage users to expand interaction with content (official advertising from the social network) (for Facebook, Instagram, YouTube, TikTok, Pinterest), advertising with well-known bloggers whose audience is similar to the brand’s audience (Facebook, Instagram, YouTube), mass following and mass liking (Instagram); mutual PR (Facebook, Instagram, YouTube, TikTok); Giveaway (Instagram)). Brand accounts must be fully consistent with the brand’s corporate identity and complement each other. There are shown the advantages of marketplaces in the promotion of goods of the fashion industry and the criteria for their selection in this market. There are determined the specifics of the use of social networks in the promotion of clothing and footwear brands. There are given characteristics of content in social networks Facebook, Instagram, YouTube, TikTok, and Pinterest. There are proposed options for the development of stages of the sales funnel for fashion brands in social networks. It is determined that the strategy of brand development should be based on the specifics of the range in social networks, the portrait of the target audience, the character and DNA of the brand. It is based on the capabilities and goals of social networks. It is stated that with the correct use of resources and opportunities of social networks it is possible to ensure the growth of brand awareness and increase loyalty to it. Practical implications. The results of the study can be used to develop strategies and tactics for promoting fashion brands of Ukrainian companies in the Internet. Value/originality. The value of the article is due to the presence of recommendations for choosing the most effective channels for promoting fashion brands in the online space. There are proposed the functionality of the online store for fashion brands, the criteria for choosing marketplaces, the relevant social networks for the promotion of brands and the direction of their coordination with the company’s website.
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Bai, Yuling, Cong Li, and Jishun Niu. "Study on Customer-Perceived Value of Online Clothing Brands." American Journal of Industrial and Business Management 06, no. 08 (2016): 914–21. http://dx.doi.org/10.4236/ajibm.2016.68088.
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