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The purpose of this study was to investigate the similarities and differences in single‐ and dual‐parent family households in their selection and acquisition of children's clothing. Respondents included 247 parents of students enrolled in grades K‐12. Significant differences were found in the following items considered. Lack of money was more of a problem for single‐parent families than for dual‐parent families, p = 0.002. Single‐parent families paid for clothing more often by cheque or cash than did dual‐parent families, p=0.009; dual‐parent families used store credit cards more frequently than single‐parent families, p=0.03. No significant differences were found in sources, important purchase factors or satisfaction when selecting and acquiring children's clothing. For all parents, the four most important factors considered when selecting children's clothing were fit, what the parent likes, care required and price. Please note that in the US most children begin school at age 5 in kindergarten (K); ele‐mentary school continues through age 10 at grade 5; middle school encompasses ages 11–13 in grades 6–8; and high school includes ages 14–17 in grades 9–12.

The purpose of this study was to evaluate students' attitudes towards people of different weights by comparing and contrasting student stereotypes of thin, average, moderately obese and morbidly obese weight individuals, and identify existing prejudices toward the obese and morbidly obese with regards to fashion, style and garment selection. Respondents included 304 college students at a southern university in the USA. Eighty‐seven per cent of the students described their weight as being normal, 10 per cent identified themselves as obese or morbidly obese, and 3 per cent indicated being excessively thin. Results indicated that participants would prefer to seek fashion advice from an average‐weight, as opposed to overweight, person. Ninety‐three per cent of the sample indicated that a thin or average‐weight individual would be more likely to follow fashion as opposed to an obese or morbidly obese person. Thin or average‐weight individuals were perceived to be more flamboyant, having more fashion choices, being more confident with their apparel choices and more willing to pay a high price for their clothing, having an easier time acquiring clothing that fit well, being more able to obtain and desire high‐quality clothing, and also presenting the best overall appearance in their clothing as compared to overweight individuals. The sum or ranking means for the fashion variables of the sample were as follows: thin 24.1, normal 24.4, obese 37.7 and morbidly obese 47.6. (p <0.001).

The purpose of this study is to explain the level of involvement of Asian‐Indian consumers residing in the US when purchasing Indian ethnic apparel and contemporary American clothing at different levels of acculturation.

Data were gathered by a questionnaire administered to 254 Asian‐Indian consumers from the southeastern United States.

Low levels of acculturation among Asian‐Indians did result in a higher level of involvement in Indian ethnic apparel. Consumers who were moderately acculturated to western culture were less involved in Indian ethnic apparel but became increasingly involved as they became more acculturated to the US culture. In conclusion, Asian‐Indians, who were new to the US, may try to identify with the new culture leading to a decline in involvement with Indian ethnic apparel. As these consumers became more comfortable in their new environment they may have felt a need to connect with their original culture, and this could have led to a renewed interest in Indian ethnic apparel.

This study fulfills a need for literature on how ethnic groups residing in a foreign land view products indigenous to their original culture across the stages of acculturation. Understanding consumer interests of targeted market segments and their impact on the overall population may benefit fashion marketers.

This research investigated the foreign expansion of US‐owned retailers into the Latin American markets of Mexico, Argentina, Chile and Brazil. The purpose of this study was to determine how important the following factors were in a retailer's decision to establish a presence in Latin America: political and economic stability of the country, retail market size and growth, real estate issues, government regulations in terms of types of entry modes, customer base or target market, competition, and technical feasibility. This study also determined if there was a significant difference in these factors for US‐owned retailers who were interested in international retailing and US‐owned retailers who were not interested in international expansion.

Data were gathered via a questionnaire administered to vice‐presidents of the international development division for US retail companies.

Factors determined important for a retailer's decision to expand into an international market were political and economic stability of the country and the size of the retail market. The least important factor was the technical feasibility. Retailers interested in expansion into Latin America and retailers not interested in expansion into Latin America did not score the factors significantly different.

This study identifies factors important for expansion into the international marketplace. Success in these ventures is necessary for the economic well‐being of the retail industry.

The purpose of this research is to understand the importance of value orientation on conspicuous consumption in the youth market segment in Southeast Asia. In particular, the focus is to understand three different types of value orientation (specifically cultural values, material values and religious values) and its effects on conspicuous consumption behaviour.

An integrative theoretical model is proposed based on Hofstede's cultural dimension, the materialism value scale and religious commitments to predict the relationship for the value orientations of Generation Y's (Gen Y's) conspicuous consumption behaviour. The data was collected from undergraduate students enrolled in general education courses in three universities in Malaysia. Using cross-sectional data, 262 sets of valid questionnaires were used to perform the statistical analysis for the measurement and structural model using partial least squares equation modelling (PLS-SEM) path modelling.

We position our study by raising the pertinent question of “Seriously, Conspicuous Consumption?” to establish a clear understanding of whether Malaysian Gen Y individuals are conspicuous consumers and, if they are, which of the three values matter the most. In order to answer the question of whether Malaysian Gen Y engages in conspicuous consumption, we arrive at an understanding that, given multi-value orientations, conspicuous behaviour can be motivated and impacted by one value orientation and constrained by others. Hence, value orientation offers an insightful explanation of one specific type of consumer behaviour in the context of Asia as an emerging global market. Thus, our study provides two key theoretically significant findings. In general, our findings provide insights into how the multi-value orientations (i.e. cultural, material and religious orientations) contribute to several bodies of literature—namely, conspicuous consumption, international marketing and transcultural marketing. The results revealed that collectivism and materialism were positively and significantly related to conspicuous consumption. Uncertainty avoidance, although significant, had a negative relationship with conspicuous consumption. The other values (masculinity, power distance and religious values) were not significantly related to conspicuous consumption.

Purchasing luxury goods is becoming an emergent phenomenon in Asia, particularly among young consumers. This paper provides marketing managers, particularly brand owners, with practical and realisable examples of how to plan and execute their marketing plans. A more profound understanding of this relationship may also serve to aid marketing managers in devising more focused marketing strategies and thus allocate marketing resources more efficiently. Hence, marketers could develop an effective communication strategy so that the target consumers will be aware of their goods because the purchase of luxury goods is likely to be motivated by social, cultural and personal factors.

This article examines the impact of value orientations on conspicuous consumption behaviour in Malaysian Gen Y consumers. The model proposed in this study is useful in predicting conspicuous consumption among Gen Y. By identifying the factors influencing this emergent type of consumer behaviour, global retailers will be informed about this particular market segmentation in terms of its preferences and desires. The article discusses the research findings and concludes with managerial implications and limitations.