Journal of Fashion Marketing and Management

Shin, Suyun; Dickerson, Kitty

doi: 10.1108/eb022544pmid: N/A

An understanding of consumer behaviour helps companies in catering more effectively to the needs and wants of their target markets. This better understanding of the consumer can lead to significant increases in a company's sales within a given market segment, and therefore can lead to increased profits Dhalla and Mahatoo 1976. Accordingly, understanding the factors which contribute to consumer purchases and consumer satisfaction are among the most important functions a market researcher may perform Vecchio 1991. Once manufacturers understand the characteristics of their particular target market segment, more effective promotion can be devised Piirto 1990.

Kim, HyeShin; Lynn Damhorst, Mary

doi: 10.1108/eb022545pmid: N/A

The study examined how consumers responded to apparel advertisements with varying environmental claims. Respondents were 274 undergraduate students at a US university. Three attitudinal perceiver variables environmental knowledge, concern and commitment were analysed in relation to perceptions of credibility of environmental messages. Although significant differences in perceptions of credibility among certain types of environmental ad claims were found, results suggest that the sample of consumers did not respond more positively to advertisements with environmental messages. Environmental advertisement claims were not effective in generating more positive consumer response to apparel advertisements.

Littrell, Mary A.; Paff Ogle, Jennifer L; Kim, Soyoung

doi: 10.1108/eb022546pmid: N/A

This research was designed to generate inductively distinguishable clusters of ethnic apparel consumers theoretical propositions describing these clusters were intended as a comparative benchmark for further research as a guidance for marketing of ethnic apparel to definable consumer segments. Data were collected from a nationwide mail survey n 348 of ethnic apparel consumers. Clothing benefits, attitudes toward alternative trading organisations, beliefs about world issues, personal values, patronage commitment, and demographic characteristics were measured. Consumer clusters were formed and analysed through principal component, cluster, MANOVA, ANOVA and chi square analysis. Two distinguishable clusters emerged with salient differences relative to creativity and individuality, culturespecific versus pancultural focus, body size and camouflage, interest in fashion, hedonic experience and design complexity. Recommendations for further research and for marketing to multiple consumer segments were offered.

Dickson, Marsha A.

doi: 10.1108/eb022547pmid: N/A

US consumers admit they are not knowledgeable about the global apparel industry however, they hold positive beliefs about US apparel industry labour practices. Consumers have much less regard for the foreign industry. There is a slightly higher level of concern for US workers versus foreign workers. Governmental regulations, labelling and store boycotts are agreed upon solutions for abolishing sweatshops. Implications of consumers' beliefs and attitudes to the global apparel industry and governmental policy are discussed.

Norum, Pamela

doi: 10.1108/eb022548pmid: N/A

The accessories, footwear and hosiery industries have always been important complements to the apparel industry. While the demand for apparel has been studied fairly extensively, the demand for accessory items has been overlooked. To gain a better understanding of the demand for accessories, footwear, and hosiery, it is the purpose of this research to estimate expenditure equations for accessories, footwear and hosiery and to profile the consumer characteristics of the purchasers and nonpurchasers of these items. An economic model of demand provides the theoretical framework. Expenditure equations are estimated using data from the 199091 Consumer Expenditure Survey. The results indicate that income, family size and education positively affect expenditures on accessories, footwear and hosiery while the results for age, occupation and region vary among the categories. The results have implications for producers and marketers of accessories, footwear and hosiery.

Beazley, Alison

doi: 10.1108/eb022549pmid: N/A

A survey of 100 young women's body measurements was undertaken during 199293. The findings are the basis of Part 3, which aims to explain how size charts are developed for garments to evaluate the measuring equipment used and to compare the size chart body measurements with those proportionally derived by traditional formulae. A size chart is the artificial dividing of a range of measurements which are concise and consistent. There are different types of size charts. Some are of body measurement for specific proportion and shape. Others are for garments including ease allowances which vary according to the garment style and type of fabric. Size charts can be developed in three stages commencing with the raw survey data, which is then rounded to the nearest 1.0 cm or 0.5 cm and finally ease allowance is added for the finished garment. During the survey some measurements were repeated using different measuring equipment so that a comparison could be made to select the most suitable for pattern construction. The use of the anthropometer is limited as it can only take linear measurements. However, it is helpful when analysing body proportion, whereas the tape measures attached to the harness and a metal tape measure can record the contour surface of the body, which is more appropriate for clothing. The adjustable square and angle were a little difficult to position correctly but were useful to check the formulae used for pattern construction. A comparison is made between the survey body measurements and traditional formula to derive body measurements which are difficult to take. The dividing of the height by eight heads is useful for length proportions. The derived neck shape and survey measurements were comparable. Head measurements suitable for hoods were similar for all bust and neck sizes. Only the height showed any progression in size. This concludes the three articles which explain the taking of body measurements, methods of analysing the data and applying it to clothing pattern construction. It is hoped that this will aid those in industry and education who wish to undertake research and to develop new technology.

Ussman, Ana Maria; Franco, Mrio; Ussman, Mahomed H.

doi: 10.1108/eb022550pmid: N/A

The garment industry is an important sector of the economy of Portugal and has been expanding since 1990 in terms of the volume of business conducted. Most companies are small and productivity is low. In the past the main basis of Portugal's competitive advantage has been low wages. This may not be sustainable in the future this represents the biggest challenge faced by the industry. Most companies are well equipped but commercial design and industrial pattern making are perceived as weak points. The domestic market is rather small and most companies focus on export markets.

doi: 10.1108/eb022551pmid: N/A

Welcome to the new section of the Journal entitled News and Views. This section will include practitioner papers, news, events, conference reports, calls for papers, trend summaries, statistics, working papers etc. Submissions are invited from both academic and industry sources.