Country of manufacture in garment marketability by Japanese and Chinese experts

Abstract

Purpose The authors compared garments made in Poland, Japan and China to investigate the effect of country of manufacture (COM) on garment marketability by Japanese and Chinese experts. The purpose of this paper is to investigate the differences between the Japanese and Chinese experts. Design/methodology/approach The authors compared ten jackets and ten skirts manufactured by four factories in Poland, Japan and China and one Japanese sample maker using five different textiles. The authors provided the same specifications and sample pattern to each of the garment makers. The garment’s marketability was evaluated by 16 Japanese and 18 Chinese experts using a questionnaire survey, considering garment shape, silhouette, face fabric, sub-materials, anticipated appeal to consumers, sewing and ironing skills, and estimated selling price. Findings There were high correlations between the Japanese experts’ estimated selling price and evaluation scores in relation to shape, silhouette and face fabric. There were high correlations between the Chinese experts’ estimated selling price and evaluation scores in relation to all items except for face fabric and buttons. However, there were no significant differences between manufacturing countries. Therefore, the garment quality was not dependent on COM because the manufacturing skills of all selected factories were adequate. Originality/value This study experimentally investigated the effect of COM on garment marketability by evaluating garments manufactured in Japan, China and Poland using the same pattern and specification sheet. Moreover, these results show differences between the Japanese and Chinese experts for the COM effect.