Search results

This research investigates the market for Western clothing in Vietnam, one of the most under‐developed countries of South East Asia. The intention is to look at factors which will assist economic development in Vietnam because economic growth generally leads to greater GDP per capita and this in turn leads to greater spending per capita on clothing. The country is making use of direct foreign investment (DFI) from the ‘Asian Tigers’ to modernise its industry. The lighter manufacturing industries, which include apparel, are expected to benefit. The population of Vietnam welcome this investment and the employment it is creating, and as the labour force changes from agrarian to urban the GDP is expected to rise. This rudimentary clothing industry is being established in Vietnam mainly to supply the markets in Asia but there are indications that there is a growth of local demand for western clothing. In this research the access to retail western clothing in Vietnam is explored from both secondary and primary data sources, and, conclusions drawn incorporating the economic prospects for the future size of the market. The results of the research show that although the country is experiencing strong growth now and there is demand for western clothing the future market will be small.

This study aims to identify the challenges of Muslim women in terms of their dress code in Western society by including their clothing needs in the strategies of the fashion industry and marketing. The study focuses on wardrobe choices that have helped overcome these challenges and facilitated Muslim women’s integration into western society.

Descriptive statistics were used in this study through a questionnaire that was distributed among 265 randomly selected Muslim women in London, UK. The results have been presented in charts showing the percentages and frequencies of the different behaviors and challenges that were faced by Muslim women in the west.

The majority of the study sample preferred to use a variety of modern fashion trends from global brands to integrate with the community. The essential criteria for the Muslim women’s clothing choices include head hair cover and conservative full-length clothes that are non-transparent that cover the neck and chest area.

A study has investigated the clothing needs and behaviors of Muslim women in the west for their community integration. It analyzed the results and linked them with the role and contributions of designers, producers and fashion marketers in accepting the western society of Muslims and their integration with its members.

The purpose of this paper is to study the influence of collective self esteem, age, income, marital status, and education of Indian women in predicting their fashion clothing involvement.

Data were collected by contacting women in their offices, colleges, and malls in five different cities of India (n=397). The self‐administered questionnaire contained items from collective self esteem and fashion clothing involvement scale.

Fashion clothing involvement of Indian women is influenced by age, importance to identity, and public esteem.

There is a large representation of the younger consumer group in the sample. This makes the study findings relevant for targeting young population groups. Distinction has not been made in the sample according to student, working women, and housewives. Further research can be undertaken to understand if women's fashion clothing involvement varies according to their working and non‐working status.

The findings can prove helpful to international and national apparel manufacturers and brands in planning branding and marketing strategies to promote fashion clothing among Indian women.

This is the first study to understand the fashion clothing involvement of Indian women with respect to collective self esteem.

Natural disasters, occurring with increasing frequency are mobilizing humanitarian agencies to provide relief response. Current protocols that rely heavily on donated clothing as clothing aid are neither effective nor efficient. The purpose of this paper is to investigate survivors’ clothing needs during the relief phase of a natural disaster in order that current protocol might be improved. The focus is on clothing use from the perspectives of survivors who will wear it, relief workers and aid agencies that will disperse it.

This qualitative study included needs analysis focus groups with survivors, interviews with relief aid workers and senior humanitarian agency administrators. All respondents were residents of and/or impacted by the 2005 earthquake in Pakistan. Questions focused on relief aid protocol, clothing needs and mandatory requirements for a design solution.

Data gathered revealed a myriad of design priorities and participants emphasized that garments be culturally and climatically appropriate and universal in design. Based on these criteria, a prototype (named Survival Plus) was created using the Functional, Expressive and Aesthetic design framework as proposed by Lamb and Kallal (1992).

Further research may be undertaken to field test proposed Survival Plus prototype to evaluate the design and subsequent findings be incorporated in its design.

Academic knowledge about this aspect of disaster management and response is scarce. This participatory study of clothing needs of survivors is of particular benefit to emergency preparedness initiatives and humanitarian aid providers in their delivery of clothing aid.

This study seeks to examine the fashion consciousness of young consumers in the Southern Province of Sri Lanka, and to explain the impact of gender and education on fashion consciousness of young fashion consumers.

A survey design was used to collect the data and 215 youngsters below 25 years of age were selected for the study. A structured questionnaire was used to examine the fashion consciousness of respondents. Three factors of fashion consciousness were suggested by exploratory factor analysis procedure, and they were established for further analysis based on the results of confirmatory factor analysis. The study tested three hypotheses to examine the degree of fashion consciousness and the impact of gender and education on fashion consciousness.

The survey results showed that respondents have a fair level of fashion consciousness and their fashion consciousness was affected by the gender and education. It was highlighted that the fashion consciousness is context‐dependent and the fashion consciousness of young consumers in Sri Lanka is mainly related to their consciousness about Western fashions.

The study stresses the inseparability of fashion consumers' mental status and his/her socioeconomic and cultural surrounding, especially in the post‐colonial context.

During the 1920s and 1930s in the colonial city of Seoul, a group of women called the New Women and the Modern Girls expressed their modern identities by wearing different clothing, hairstyles and make-up; visiting cafés; viewing Western movies; and consuming other foreign merchandise. While these women were admired by many women as being pioneers of modernity, they were severely criticized by others under the pretext that they indulged their vanity without considering the economy of their families and their colonized nation. These criticisms continue in twenty-first century Korea. Based on the striking similarity between the two eras, an understanding of the consumption and the criticisms of the Modern Girls could provide a historical context for understanding women's experiences in the consumer culture of twenty-first century Korea. The paper aims to discuss these issues.

As secondary sources, literature published in both English and Korean was included. Primary data were obtained from articles in Korean newspapers, magazines and print advertisements from the 1920s and 1930s.

The New Women and Modern Girls expressed their modern identities by consuming various fashion goods, including Western-style clothes, make-up and various accessories, adopting Western hairstyles and frequenting modern cafés, theaters and department stores. However, their behaviors escaped the boundaries of the “wise mother, good wife” ideology, and they were severely criticized by those adhering to the neo-Confucianism and Korean nationalist ideology that was deeply rooted in Korean society. Thus, the reputations of the Modern Girls were tainted and the individuals were stigmatized.

This research illuminates the negative aspects of self-expressive consumption, showing how individualistic, identity-driven consumption can be stigmatized in the collectivistic culture of Korea that is rooted in neo-Confucian nationalism.

The purpose of this paper is to demonstrate analytically how entrepreneurial action as learning relating to diversifying into technical clothing – i.e. a high-value manufacturing sector – can take place. This is particularly relevant to recent discussion and debate in academic and policy-making circles concerning the survival of the clothing manufacture industry in developed industrialised countries.

Using situated learning theory (SLT) as the major analytical lens, this case study examines an episode of entrepreneurial action relating to diversification into a high-value manufacturing sector. It is considered on instrumentality grounds, revealing wider tendencies in the management of knowledge and capabilities requisite for effective entrepreneurial action of this kind.

Boundary events, brokers, boundary objects, membership structures and inclusive participation that addresses power asymmetries are found to be crucial organisational design elements, enabling the development of inter- and intracommunal capacities. These together constitute a dynamic learning capability, which underpins entrepreneurial action, such as diversification into high-value manufacturing sectors.

Through a refinement of SLT in the context of entrepreneurial action, the paper contributes to an advancement of a substantive theory of managing technological knowledge and capabilities for effective diversification into high-value manufacturing sectors.

The purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market.

Three dimensions of brand equity are evaluated based on the respondents' shopping experience related to the selected US and local apparel brands. Data are collected from a convenience sample of college students in India.

The empirical tests show that, for a US apparel brand, there are direct and indirect effects of Indian consumers' gender, need for uniqueness (NFU), and attitudes toward American products on three dimensions of brand equity: perceived quality, brand loyalty, and brand associations with brand awareness. For local apparel brands, these effects are found for only one brand equity dimension: perceived quality.

The study uses only one US apparel brand, which may limit the generalization of the findings to all product categories and countries.

US marketers need to improve Indian consumers' attitudes toward American products through marketing and promotional campaigns. On the other hand, Indian marketers should overcome the negative relationship between Indian consumers' attitudes toward American products and their quality perception toward a local apparel brand.

Little attention has been given to individual differences in evaluating the three dimensions of brand equity. By assessing brand equity based on the individual characteristics of gender, need for uniqueness, and attitudes toward American products, results of the study can help marketers to obtain more specific knowledge of brand equity about a target consumer group and thus enable them to plan and implement well‐suited strategies for improving their brand equity.

This paper aims to describe the Prange Children's Book Reformatting Project as an example of bi‐national cooperation to provide the broadest possible access to a collection of historical significance to both nations, when most of the materials are still under copyright.

The paper examines the joint project between the University of Maryland Libraries' (UM Libraries) and the National Diet Library of Japan (NDL) to preserve and provide access to the children's books in the Gordon W. Prange Collection. It highlights the unique aspects of the project, including its international component, and describes the project's access tools and service products.

The access tools developed as part of this reformatting project – an online digital collection for the UM Libraries and color microfilm for NDL – each have their limitations. Used in combination, however, these tools can support in‐depth research.

The comprehensiveness of the project (all 8,000 titles are being scanned), the use of digital‐to‐color microfilm technology, and the use of the color microfilm as an access point make this project unique.

This study aims to develop a theoretical concept by examining the country image effects on luxury value perception, a matter past studies have overlooked. Multiple facets of country image, cognitive and affective dimensions, have been developed to evaluate perceived luxury value and purchase intention. However, no prior studies have considered all the types of perceived luxury values: utilitarian value, hedonic value, symbolic value and economic value, considered in relation to cognitive and affective country image in an emerging country’s market. Accordingly, this study has attempted to explore the ways Thai luxury consumers perceive the image of the country and the influence of the perceived value of Thai luxury brands, to learn which country attributes strengthen the luxury brand’s value and customers’ purchase intention.

A total of 407 Thai respondents, who were luxury-product consumers who knew and previously had bought either Thai luxury brands or global luxury brands, comprised the final sample examined. Structural Equation Modeling was employed in this research to test the research hypotheses. The structural model proposed a causal relationship between two endogenous constructs, cognitive and affective country images, and five exogenous constructs: utilitarian value, hedonic value, symbolic value, economic value and purchase intention.

The findings confirmed that countries are like brands in that the perceived image of each country’s aspects, cognitive and affective, influences the perceived value in each dimension differently, and so affects purchase intention. This implies that the evaluation of perceived quality or perceived value for money, as in past studies, cannot accurately demonstrate what particular benefits consumers receive when they utilize the country-image cue. Country image has both symbolic and emotional significances for consumers. The findings have provided a more precise measure of the effects of country image as well as important information on country positioning the in the world market.

There are some limitations in this study. The reliance on Thai samples from one city has limited the generalizability of the findings. Moreover, this study considered only one country of brand origin, and only one product category has been chosen as the stimulus, which together are the major limitations of this study. Future research could also consider further testing country image effects on value perception with other extrinsic attributes, rather than using a single cue, as this study did. Additionally, antecedent variables that may have an influence on country-image effects should be considered in future studies.

The relation of country image and value perception could help both governments and companies support their national brands more effectively, or to export products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value. Moreover, it would be valuable for companies producing luxury products to know which country attributes strengthen the brand’s value. Luxury-brand managers will have to take these aspects into consideration when developing their communications strategies (Krupka et al., 2014).

There is a lack of research as regards the impact of a brand name’s perceived origin on the luxury perception associated with that brand (Salciuviene et al., 2010). This research is the first to investigate the theoretical framework of luxury value perception found in relation to cognitive and affective country images. From an academic perspective, this study sought to increase the theoretical research relating to the ambiguous conceptualization of the country-image effect on consumers’ perception of value in luxury products. Additionally, the relation of country image to luxury value perception could help both governments and companies support their national luxury brands more effectively, or to export luxury products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value.