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The purpose of this paper is to analyze the fit and thermal and moisture comfort factors to provide some reference value for the functional design of underwear.

The body size data of 100 male youths are measured to analyze the body shape of the lower body. Based on the complete body size, the authors selected the matching underwear, and obtained the relevant data for the mathematical model of thermal and moisture using Grey correlation analysis method.

In allusion to the defect of fit comfort and thermal-moisture comfort of the crotch, this paper presented a mathematical model, and experimental results showed that breathable fabric and breathable volume are the key factors.

It was clarified that which is the key to the thermal and moisture comfort. At the same time, male lower body characteristics index is clear.

The purpose of this paper is to improve the prediction accuracy of the body shape prediction model and provide some reference value for the design of underwear.

The body size data of 250 male youths is measured to analyze the body shape of the lower body. And there is a total of 56 measurement items, which are clustered by GA-BP-K-means, K-means, optimal segmentation method for ordered samples, wavelet coefficient analysis, regression analysis and Naive Bayes Algorithm. Finally, a test male sample of an unknown body shape was clustered to verify the superiority of the GA-BP-K-means.

This paper presented the key factors for body shape clustering, and experimental results have shown that the GA-BP neural network model is higher in speed and precision than other algorithm prediction models.

It was clarified which is the key to body shape clustering. At the same time, the GA-BP-K-means algorithm can promote the popularization and application of the prediction model in body shape clustering.

The purpose of this paper is to explore factors important to the product choice stage of the decision‐making process for the men's branded underwear consumer.

A qualitative approach to data collection and interpretation was used. Individual in‐depth interviews were conducted with fifteen participants who had purchased men's branded underwear within six months prior to the study. Eight males and seven females, aged 23‐55, were given a voucher to purchase men's underwear at a designated US department store and asked to bring their purchases to the interview. A semi‐structured interview schedule was followed which posed open‐ended questions about purchasing men's branded underwear in general and specifically with regard to the use of the voucher. Interviews were audio recorded with participant's consent and lasted approximately 45‐60 min.

A thematic interpretation of the interview data led to the development of three emergent thematic areas used to explore issues that surfaced within and across responses. Factors important to participants' decision‐making are discussed relative to their product choices. A typology of consumer profiles was developed from the data based on involvement level, brand loyalty, gender, evaluative criteria and silhouette preference.

Limitations of the study include a focus on perceptions of US consumers located in a large urban area and a focus on the department store channel. Implications of participants' experiences for marketing men's branded underwear are considered.

This study provides insight into factors important to US consumers when purchasing men's branded underwear.

This paper offers an examination of consumer decision‐making relative to men's branded underwear, an understudied product category. Findings provide an in‐depth understanding of the consumer's perspective, an understanding that is essential to successful product development and brand positioning.

For comfort evaluation of underwear pressure, this paper proposes an improved GA algorithm to optimize the weight and threshold of BP neural network, namely PSO-GA-BP neural network prediction model.

The objective parameters of underwear, body shape data, skin deformation and other data are selected for simulation experiments to predict the objective pressure and subjective evaluation in dynamic and static state. Compared with the prediction results of BP neural network prediction model, GA-BP neural network prediction model and PSO-BP neural network prediction model, the performance of each prediction model is verified.

The results show that the BP neural network model optimized by PSO-GA algorithm can accelerate the convergence speed of the neural network and improve the prediction accuracy of underwear pressure.

PSO-GA-BP model provides data support for underwear design, production and processing and has guiding significance for consumers to choose underwear.

The purpose of this paper is to research lesbian fashion consumption in order to draw conclusions on the attractiveness of the lesbian target segment for the fashion industry. So far, lesbians’ fashion consumption behaviour has hardly been researched. However, an evinced lesbian stereotype exists which describes doctrinal feminists with an antipathy against consumption in general and fashion shopping in particular. In contrast, gay men have been identified quite contrary as an attractive market segment and marketers have started to particularly target this so-called “dream market”.

First, qualitative semi-structured interviews (n=18) were conducted to gain first insights into fashion consumption behaviour of lesbians. Second, a quantitative online survey (n=879) was carried out to generate more detailed findings. Due to the difficult reachability of the homosexual consumer target group, the segment’s high online media affinity was used and data collection was conducted through popular German homepages targeted to homosexuals (esp. “queer.de” and “lesarion.de”). The research investigated fashion-consciousness, willingness to pay, brand-affinity, and openness to homosexual marketing. In addition, influencing factors – such as the affinity towards the homosexual scene, career orientation, income, age, status of coming out, and number of inhabitants of the city of residence – have been researched.

Results prove that lesbians are an equally attractive and financially interesting market segment for fashion marketers as gays. Lesbians have a similarly high fashion-consciousness and willingness to pay, and an even higher brand-affinity – but a lower openness to homosexual marketing than gays. Especially scene-affine femme lesbians with a high-paid professional career are a highly attractive market segment. The study proves the attractiveness of the lesbian target segment for fashion marketing and debunks the myth of the consumption-averse lesbian stereotype.

This paper provides evidence on the attractiveness of the lesbian market segment for the fashion industry. Due to its size and financial attractiveness, the question whether to target lesbians with a specifically adopted marketing mix should be raised.

Research on lesbians’ fashion consumption behaviour in general is very scarce and on fashion consumption behaviour in particular is almost non-existent. This study is a first attempt to analyse the major areas of fashion consumption for the German market.

In order to study the static and dynamic comfort of tight sportswear in winter, the subjective comfort was aimed to be evaluated by collecting sensory data such as humidity feeling, cold feeling and other perceptions. In this paper, the experiment was divided into standing, squatting, jumping, jogging, walking and so on.

Through particle swarm optimization-cuckoo search model, the sensory factors that affect the overall comfort were optimized, and it was found that there were great differences in the overall comfort factors under different motions. Then, analytic hierarchy process was used to sort the optimized sensory indicators in each experimental stage, and the influence degree of sensory indicators was studied. Finally, by the long short-term memory (LSTM) model, taking comfort senses of standing, squatting, jumping and jogging as input parameters, and regarding comfort senses of walking, lifting legs and resting as output parameters, the prediction model was founded.

The results showed that there were certain differences between the prediction value and the real subjective evaluation value, but most of the predicted values were consistent with the real values on the sensory level, and the overall prediction level was good, which meant that the LSTM model had more accurate prediction ability for subjective evaluation and could be extended to other sports.

The research results could provide scientific methods for the design of tight-fitting sportswear in winter.

Discusses the link between AIDS and marketing for companies, and the effect this has had on conventional and unconventional products. Defines three levels of marketing “unmentionables”: taste, ethical and legal. Owing to the subject‐matter, language and images used in anti‐AIDS campaigns, marketing has new freedom and can use its power to shock the public. Concludes that, although some topics which were previously unmentionable are now acceptable, society continues to produce new taboos.

The author looks at how advertising aimed at cisgender men has shifted over the last two decades, moving from standard representations of hegemonic forms of masculinity to the adoption of the language and style of “postfeminist authenticity.” Drawing on a range of insights from across the social sciences and using the examples of three popular grooming products, Axe, Gillette, and Dollar Shave Club, the author critically examines the manner in which these new campaigns emphasize individual self-improvement and consumption choices as a means to solving the problems generated “by traditional, supposedly inauthentic, expressions of masculinity.”