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Major findings of a project, Investigating The Markets Of Denim Wear In Hong Kong And China, sponsored by Institute of Textiles and Clothing, Hong Kong Polytechnic University, are discussed. The project was conducted in Hong Kong and six other major cities in China, including Beijing, Shanghai, Guangzhou, Harbin, Xi'an and Chengdu. Total sample size was 3,623. Three aspects of denim wear consumption were investigated and are discussed in the paper: dressing habit of Chinese consumers in denim wear, their consumption pattern, and brand awareness. Based on the findings, marketing implications are discussed as well. This information should be of use to manufacturers and retailers of denim wear and denim products for more effective marketing.

The main purpose of this paper is to identify, screen and prioritize customer requirements (CRs) for men’s denim jeans. Moreover, the effect of demographic factors on the primary evaluation criteria has been examined.

The study was initiated by the growing complaints about denim jeans products of a local manufacturing company. First, 24 CRs were identified from the literature and customer complaints. Then, a survey was conducted to rate the identified CRs and solicit more CRs through closed-ended and open-ended questions, respectively. From the survey, 368 usable responses were collected while the participants were shopping in 14 local retail shops. After analyzing the data using factor analysis, univariate and multivariate analysis of variance (MANOVA), and content analysis, the resulting 15 criteria were prioritized by experts’ pairwise comparisons employing the fuzzy analytic hierarchy process (AHP).

Factor analysis extracted six components (primary criteria) including design cues, pocket design, comfort, size and fit, fashionability, and extrinsic cues from the CRs included in the closed-ended questions. MANOVA showed that age and frequency of purchasing denim jeans significantly affected the primary criteria, while educational level and frequency of wearing denim jeans did not. The weights from the fuzzy AHP revealed that colour fastness, price, durability, fabric weight, workmanship, side pocket design and fit as the most important CRs. Moreover, consumers preferred regular fit, stitched round side pockets, patch back pockets and stretchable denim fabric.

The limitations of the study are discussed in the body of the paper in Section 7.

The paper presents exploratory findings on denim jeans evaluation criteria in a developing country’s context. Moreover, the application of fuzzy AHP for prioritizing denim jeans’ CRs is unique.

Purpose – To provide marketing and managerial insights to western companies selling denim jeans in China, specifically in Shanghai. Understanding consumers' perceptions of Western‐branded jeans in a cultural‐specific marketplace is the primary focus. Design/methodology/approach – Combined methods included observation of shoppers wearing jeans in two malls in Shanghai and an anonymous survey. A total of 219 surveys were analyzed and consumer‐perceived jeans attributes or related concepts were tabulated. Findings – About one third of the observed shoppers were wearing jeans, which signified a relatively high popularity of jeans as casual wear in Shanghai. The design and fashion of jeans were deemed highly critical but were superseded by comfort and fit. Shanghai consumers distinguished brand origins only between the West and the East instead of by specific countries. Dissatisfaction with price and fit were identified. Research limitations/implications – Questions were designed to screen out respondents who had not purchased and had no desire to purchase western denim jeans brands. Limiting the sample in this way offered some control for behavioral patterns, but conclusions are limited. Practical implications – Content analysis of an open‐ended question about consumers' perceptions of western‐branded jeans helped discern attributes of jeans that consumers deemed most important. Marketers of western jeans can develop effective marketing strategies in tune with consumer preferences. Originality/value – This paper researched consumers' perceptions of western denim jeans, a type of world dress, in a booming but foreign market in western eyes. The open‐ended question solicited consumers' free responses, which in turn helped pin‐point attributes of jeans that Chinese consumers value the most.

The main factors affecting consumers when selecting denim garments are aesthetic, appearance and fashion. Besides these factors, comfort and performance properties of the denim garments during usage are very important. The purpose of this paper is to determine the effects of different finishing processes on the performance properties of 100 percent cotton and 98 percent cotton+2 percent elastane denim fabrics.

The research design for this study consists of experimental study. In order to evaluate the effects of finishing on the performance properties of fabrics, eight types of fabrics were selected for evaluation. Rigid, resin, bleaching and softening type fabrics with and without elastane were analyzed statistically.

The results obtained in the study clearly showed that the types of finishing and elastane fiber in the fabric structure had a significant influence on mechanical and comfort properties of denim fabrics.

As a result of the literature review, it was seen that there were limited studies concerning mechanical, functional and comfort properties of denim fabrics together. In this study, the effects of finishing processes on the tear strength, stiffness, drape, mechanical and thermal comfort characteristics were deeply evaluated.

The purpose of this paper is to examine the effects of distribution channels on demand for apparel, home textiles, and other textiles (including shoes) in urban China.

The estimation procedure used in this study is implemented in three steps: first, the price/unit value information is estimated; second, the parameters for a set of demand systems are estimated; and third, the J‐test and likelihood ratio testing are used to determine the most suitable model for the data set.

The results indicate that households spend more on apparel than home textiles and other textile products if they purchase textile products from small stores. It also indicates that they would spend more on home textiles and other textiles if they purchase from chain stores and supermarkets.

The estimation of Chinese textile consumption presents a significant challenge to both academic researchers and industry, due to China's large population, income inequality, different consumption channels, and other related issues. First, the results presented in the paper provide a clear indication for textile producers, exporters, and others to choose their distribution channels to target specific customers; second, the disaggregated textile expenditure and price elasticity estimates from this article can be used in various analytical procedures (i.e. simulation models) to evaluate the welfare effects of domestic policies and international trade policies. Quantification of the welfare impacts of domestic policies and international trade policies would be more meaningful if disaggregate textile elasticity estimates are used in simulation models.

Product Management, Marketing Strategy, Growth Strategies.

Bachelor of Business Studies, MBA, Executive MBA.

The case documents the humble beginning of Kewal Kiran Clothing Limited (KKCL) in 1981 to its current position as a leading fashion apparel brand in India. However, competition from new national players, emergence of global players in India, private labels of retailers and dawn of Internet retailing has created significant growth challenges for the firm. Mr Jain, the Managing Director of KKCL, is contemplating the growth strategies for the firm and possible changes in the business model, as he is developing the 2014-2015 strategic plan for KKCL. This is imperative to reach the ambitious sales target of INR 10 billion by 2018-2019. The students are expected to assess the performance of KKCL on multiple quantitative and qualitative data points given in the case and exhibits. It encourages them to come up with possible growth strategies for the firm.

The case is expected to guide students in comprehending the multi-thronged challenges pertaining to fashion apparel industry; in Situational Analysis of the firm, which includes assessing internal and external factors; and in recommending the best possible growth strategy after due evaluation and deliberation using Ansoff's Matrix.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Virtual communities are increasing in popularity and changing the way apparel fashion information is learned and shared by consumers. According to Agins, consumers, as opposed to élite designers, are now dictating fashion trends and pinpointing the ideal places of distribution. The purpose of this exploratory study is to examine the fashion‐related discussion which is taking place on perhaps the best known of these communities, MySpace.com. The three research questions driving this study include: “What are consumers saying about fashion within this particular virtual community?”; “What commonalities exist among the plethora of fashion‐related information available in this context?”; and “What kinds of insights can marketers draw from the categories of fashion‐related information being presented in MySpace.com?”

Content analysis was selected as the method for investigation. Within the forum Fashion and Style, the subgroup FashionLOVERS was selected for investigation because it represented a general discussion of fashion. The first 200 forum topical areas with five or more posts were selected for analysis. A total of 6,623 individual posts were examined and each of the three authors independently reviewed the posts noting the general topical categories of content. Interrater reliability for the coders was computed.

Eight recurring categories of fashion related information were identified in the study. The four most popular discussion categories were personal style, brands and designers, tips and advice, and retailers. The prevalence of these four topics suggests that consumer driven marketing is a growing and influential component of fashion marketing.

This study makes an important contribution to the study of virtual communities. Results provide insight into the complex, multi‐layered, interactive fashion‐related communication that occurs within virtual communities.

Fashion marketers and retailers are encountering an untapped resource with these virtual communities. Findings highlight the power of consumers in virtual communities and suggest a need for fashion marketers and retailers to closely monitor communication within virtual communities.

This research is particularly valuable because it provides insight into the popular virtual community, MySpace.com. Detailed investigation into types of fashion information that are shared with community members is presented and discussed.

The case study outlines the strategic, marketing, and branding challenges faced by Gap, a brand within the Gap Inc. house of brands. The case contains a summary of Gap's history, which illustrates the driving forces behind Gap's previous growth, its status as an American iconic brand, and its struggle to stay relevant. This sets the stage for Gap's rebranding exercise, which included an attempt at changing their iconic logo. This case provides students with the opportunity to learn about brand life cycles and the implications of a logo change for brand equity, brand associations, and brand positioning.

This research is based on published sources.

The case can be used in courses in strategic brand management, retailing, fashion marketing, marketing communication, or corporate communication at the graduate or advanced undergraduate level. The case will be particularly useful for those who already understand branding and consumer behavior, but who may not have learned anything about rebranding or strategic brand management. It is not suitable for undergraduates who have not studied branding at all.

The purpose of this study is to investigate Hispanic consumers' use of personal and impersonal information sources and to examine age and gender differences in the use of those information sources.

A structured questionnaire was developed to collect the data. Pillai's trace multivariate analyses of variance were used to examine the main effects of age and gender differences in the use of personal and impersonal information sources.

The degree to which personal information sources were used varied across age groups. When making a purchase decision on clothing items, the respondents' use of their mothers and friends as personal information sources differed significantly across age groups. Males and females varied in their use of their fathers, sisters, and other female family members as personal information sources. The degree to which impersonal information sources were used also varied across age groups. When gathering ideas about what clothing items to purchase, the use of fashion magazines as impersonal information sources differed significantly across age groups. In addition, males and females varied in their use of store displays and television advertisements as impersonal information sources.

The study may provide guidance in developing effective and strategic promotion direction and in selecting proper media advertising in an effort to target Hispanic consumers in the USA. Marketers can use this information to determine advertising media allocation in effectively reaching Hispanic consumers.

Considering the unprecedented growth in the population and the purchasing power of Hispanics, marketers need to analyze Hispanic consumers' use of information sources in their shopping behaviors in order to determine effective marketing and media planning. However, little is known about how Hispanic consumers' use of information influences their shopping behaviors. This study offers insights for apparel retailers in building effective promotional strategies for reaching Hispanic consumers.