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Given an increasingly volatile and competitive fashion environment, the purpose of this paper is to qualitatively explore current consumer behaviour and psychological perspectives of luxury in women's undergarment fashion purchasing, with specific examination of whether this under‐investigated area of discrete or inconspicuous fashion appraisal is consistent with other luxury purchases.

The study employs an interesting methodological approach using multiple qualitative techniques including research interviews, group forums, and narrative capture, to investigate women's undergarment purchasing in a changing fashion environment in relation to the issues of branding, self‐image, perceived self‐image, motivational perspectives, and consumer behaviour, as identified by 119 female consumers aged between 18 and 60.

This study supports in part previous research that indicated consumer behaviour is determined by the congruency between the consumer's self‐image and the consumer's image of brands, although early research suggested this only applied to conspicuous products and social consumption. The current study confirms the self‐image link in the area of inconspicuous fashion, and strongly relates inconspicuous products consumed privately to self‐esteem and perceived sexy self.

The findings indicate that for intimate apparel marketing to be effective and credible, the marketed fashion items, and actions taken by designers, and retailers need to be consistent with the consumer's personal style, value perceptions, and self‐image.

This research examines several neglected areas in fashion and consumption research, and contributes to our understanding of key motivational elements important in the consumption of inconspicuous fashion, and the relationship of self‐image to inconspicuous consumption.

Toronto's heritage program is reporting year over year growth in both the number of listed and designated properties and the amount of money secured for heritage projects. At the same time, it is widely recognized that heritage trade skills are in decline. The purpose of this research is to examine Toronto's heritage policy in its regulatory and economic context to understand why heritage trades are struggling while the heritage program and the market for heritage professional services flourish and to suggest solutions based on existing policy tools.

This research looks at the policy documents at the federal, provincial and municipal level that determine the minimum standard for heritage conservation in Toronto. It refers to secondary research on the economic context for these regulations to understand how they are applied and why they tend to produce certain outcomes. It introduces the regulatory context set by Canada's Standards and Guidelines for the Conservation of Historic Places and the Ontario Heritage Act. It goes on to analyse Toronto's local policy in more detail including density bonusing programs, the Toronto Official Plan and Heritage Conservation District planning standards.

Toronto's heritage policy creates asymmetrical opportunities for heritage professionals and heritage specializing tradespeople. While the work that heritage professionals do is required or strongly encouraged by policy and increases reliably with the amount of funding secured for heritage projects, heritage tradespeople do not enjoy similar advantages. Their work is not required in the same way as heritage professionals' or encouraged to the same degree, and money secured for heritage projects does not necessarily go towards work that would engage the building trades necessary to maintain heritage structures.

The value of job creation in heritage trades is a mainstay of heritage economic advocacy, and there is growing interest in the value of these trades skills as a resource for sustainable building practices. There is relatively little research considering how heritage policy and theory affect career opportunities for workers with these trades skills, and none that addresses those systemic pressures in the context of municipal heritage programs in Canada.

The purpose of this paper is to investigate the online fashion sponsorship, shedding light on the content and appeal of online fashion magazine advertising. Heeding the call of researchers for cross-cultural advertising investigations, this research offers a comparison of online fashion magazine advertisements in France and the USA in terms of needs appeals, emotional appeals, and sex appeals.

Elle and Vogue were identified as prominent fashion magazines with an online presence in France and the USA After pretesting to identify appeals that appeared most frequently in online fashion advertisements, a content analysis of website advertisements was conducted with the full population of online advertisements in the US and French Elle and Vogue at the time of the study.

The research found that need appeals conform primarily to national character and that emotional advertising is more preponderant in French advertisements, whereas sexual advertising is more preponderant in US advertisements. For needs appeals, the need for affiliation was higher for US advertisements, whereas online French magazines advertisements were more likely to use guidance and safety appeals. The need for prominence, attention, and autonomy were higher for online US magazine advertisements, whereas French advertisements were more likely to use escape and aggression appeals.

As fashion magazines develop an online presence that is well coordinated with their print fashion pages, it is important to understand how advertising sponsors on the magazines’ webpages target consumers. This study is a first step in providing cross-cultural comparative insights into advertising appeals in relation to national character and preferences.

The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships.

The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software.

Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention.

This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

The identification, access, and acquisition of financial resources are critical to the growth of any entrepreneurial venture. To perform better, growth-oriented women entrepreneurs need financial resources. Unfortunately, obtaining financial resources is a greater obstacle for women entrepreneurs than for men entrepreneurs. This chapter considers three different options for growth financing: crowdfunding, angel financing, and venture capital. Suggested strategies for women entrepreneurs seeking to raise money are also offered.

The purpose of the paper is to analyse the entry mode choice of the Spanish companies in China, the factors that influence it and the barriers that they found.

A qualitative approach is used by interviewing the partners of management consulting firms (MCFs) specialised in internationalisation processes in China.

The decision on the entry mode choice depends on whether the firm has incentives for investment with a partner rather than the size or the international experience of the board and the top managers. The barriers faced by Spanish companies in China are related to legal issues, bureaucracy, culture, language, trust and human resources.

Companies must have a differential factor to succeed in China and use a legal form that lets them to protect this advantage regardless of the entry form chosen. MCFs pointed out the need to collaborate with local people and to rely on a management team capable of overcoming the barriers.

One of the major contributions of this study is the methodology, as the view of the consultants in the internationalisation process of companies had not been studied before.