Apparel Brands Research Articles

Investigation in Understanding the Influence of Brand Preferences on Purchase Intention: Examples of Indonesian Women’s Apparel Brand

This study aims to investigate the factors influencing brand preferences in the purchase intention of Indonesian women’s apparel brands. The data were collected through a questionnaire distribution of 422 respondents from Indonesian women’s apparel brand consumers and processed with the Structural Equation Model - Partial Least Square (SEM-PLS). Brand preferences in selecting and purchasing women's apparel are influenced by satisfaction, extrinsic cues, and brand trust. On the contrary, intrinsic cues do not affect brand preferences in purchase intention because extrinsic cues can dominate more, consumers desire to save more time, and there are rapidly fast fashion trends. Moreover, brand preferences have a greater impact on purchase intention. Women's apparel brands can shape the brand preferences of their consumers based on the influencing factors to dominate the market competition. This study contributes to the literature on brand preferences in choosing women's fashion behavior. This is one of the pioneering studies to empirically examine the influence of cues and brands in the context of the desire of the Z generation to purchase women's apparel in an emerging market such as Indonesia.

THE EFFECTIVE STRATEGIES FOR PRODUCT-MARKET FIT IN APPAREL SECTOR

In this highly competitive market, ensuring that apparel products fit customers well is crucial for success. This abstract examines various strategies employed by companies to achieve optimal product market fit, taking into account factors such as garment design, size charts, and consumer feedback. Additionally, it investigates the importance of inclusive sizing and customization options in catering to diverse body types and individual preferences. The findings suggest that there is a significant relationship between value proposition for both product fit and market fit. Additionally, user experience demonstrates a substantial correlation with both product fit and market fit. Nevertheless, the feature set exhibits no statistically significant correlation with product fit and only a marginally insignificant correlation with market fit. This abstract aims to provide insights into how apparel brands can enhance their product market fit strategies to differentiate themselves, drive customer satisfaction, improve conversions, and ultimately boost revenue in todays increasingly discerning consumer market. KEYWORDS: User Experience, Feature Set, Value Proposition, Product Fit, Market Fit.

Demystifying the effect of social media usage and eWOM on purchase intention: the mediating role of brand equity

PurposeThe purpose of this study is to examine an integrated model, in which brand equity (BE) mediates the effects of social media usage (SMU) and electronic word of mouth (eWOM) on purchase intentions among Indian consumers of branded apparel.Design/methodology/approachAn online questionnaire was used to collect data from 317 Indian customers of branded apparel, and the data were analyzed using the partial least squares structural equation modeling (PLS-SEM) with the help of SmartPLS version 4.FindingsFirst, the results indicated that SMU, eWOM and BE significantly impact consumers purchase intention; at the same time, BE is influenced by SMU and eWOM. Second, results confirmed that BE partially mediates the effects of SMU and eWOM on the purchase intentions of consumers of apparel brands.Research limitations/implicationsThe study's dataset is limited in its generalizability as it is based on specific responses from Indian consumers of branded apparel via an online survey. The results of this study would help marketers and advertisers create customized advertising campaigns for the people who are most likely to buy their products. Marketers can also use social media to promote the uniqueness or point of difference (PoD) of their apparel brands.Originality/valueTo the best of the authors' knowledge, no study has been conducted on apparel brands in the Indian context that has tested an integrative model, in which BE mediates the effects of SMU and eWOM on the purchase intentions of customers of apparel brands.

Analysis of Western Apparel Brands Localization in China

With China's reform and opening up, this market with huge consumer potential has attracted the attention of thousands of capital brands from other parts of the world over the past four decades, and more and more international brands are facing the same problem when entering the Chinese market - how to make their brands take root in China. This paper examines the localization of international brands in China from the perspectives of the international apparel market and the local Chinese culture. Through questionnaire analysis, this paper concludes that in the Chinese market, the more closely Chinese traditional culture is adhered to, the more it will win the favor of local consumers and so on. This study provides a reference value for the present and future survival of apparel brands in China in terms of profit growth, as well as a reference value for the future entry of international brands into other emerging markets.

Research on Marketing Strategies of Chinese Clothing Bands - Taking Peace Bird as an Example

In recent years, the rapid development of social economy has significantly improved the living standards of individuals and promoted the garment industry to enter a stage of rapid development. At present, with the continuous improvement of people's taste and fashion standards for clothing, clothing has changed from a simple function of keeping warm and covering the body to a symbol of status and has become an important medium to express aesthetic and cultural values. As a result, consumers' personalized demand for clothing continues to increase. For clothing enterprises, marketing strategy is very important, it is directly related to the current business situation and the future sustainable development of the enterprise. Although the apparel industry has accumulated relatively perfect marketing strategies in the process of development for many years, at present, with the emergence of many apparel brands and the continuous intensification of market competition, coupled with the emergence of diversified sales channels, the marketing strategies of apparel brands need to be further innovated and improved. Therefore, how to develop a set of marketing strategies that can not only fit with their own brand characteristics, but also conform to the current market trend has become the core issue that every enterprise needs to think deeply about.

Pengaruh Marketing Public Relations Terhadap Brand Awareness Cyto Apparel Melalui Media Sosial

The increasing development of the clothing business world and the digitalization of marketing provide opportunities for MSMEs to create creativity and innovation in their products. One of the things done by the sportswear brand Cyto Apparel is implementing marketing public relations through social media as a marketing effort to increase brand awareness. Therefore, this research was conducted to examine the relationship between marketing public relations and Cyto Apparel brand awareness through social media. The research method uses quantitative by collecting questionnaire data. The sample from this research was 100 sports fans within the Special Region of Yogyakarta. Data analysis used the Statistical Package for the Social Sciences (SPSS) software. The research results show that marketing public relations has a significant effect on social media and brand awareness of Cyto Apparel. Social media also acts as an intervening variable between marketing public relations and Cyto Apparel brand awareness..

Impact of Social Media Marketing on Customer Engagement in an Apparel Brand, Sri Lanka.

The fashion industry is highly competitive and ever-evolving to align with shifting customer trends, posing challenges for marketers. The widespread adoption of social media among customers has intensified this competition, offering new possibilities for marketers but also enhancing customer knowledge and influence. This study explores the impact of social media marketing on customer engagement in a Sri Lankan apparel brand. The data was obtained through an online questionnaire distributed randomly to customers of specific apparel brand following its social media sites. The statistical results indicated positive and significant correlations between Perceived Value, Percieved Quality, Service Quality, Surveillance, and Customer Engagement. The findings highlighted that social media marketing activities significantly increase customer engagement. Social media posts and activities have the potential to extend beyond immediate followers and influence sales suggesting the potential for increased sales through a broader reach. Therefore, companies should focus on maintaining the social media context and ensuring the quality of services, values, and trust of customers through social network sites. The findings of this study can be used in planning business strategies, marketing, and development plans in order of priority by following their resources, promoting customer engagement, and building and nurturing relationships with customers.

Research on clothing brand image design and communication under the SMCR communication model

Abstract This paper utilizes the SMCR communication model to explore factors influencing clothing brand communication. We develop an evaluation model that assesses the effectiveness of these brands’ image communication, providing essential insights for brand design and communication strategy selection. The model employs a fuzzy comprehensive evaluation method for setting assessment criteria and an Analytic Hierarchy Process (AHP) to calculate the weight distribution of each index, forming a fuzzy affiliation judgment matrix. An evaluation system was constructed and applied to Chinese apparel brands, revealing that interest circles, online fashion bloggers, and video and live broadcasting websites are the top channels, accounting for over 50% of total brand image communication. In terms of preference, IP co-branded models, national fashion products, and tournament models are in the top three, accounting for 10.35%, 9.73%, and 8.86%, respectively. The comprehensive evaluation value of brand image communication effect in China’s apparel industry is 5.63, with a rating of “poor,” and there is still much room for improvement in apparel brand design and communication.

Analyzing the Strategic Impact of Zara’s Branding Strategies on Consumer Engagement and Market Position

Zara is well-known in China as a leader in fast fashion brands. The brand has a large market share among apparel brands and consistently earns big profits. However, as a result of the pandemic, changes in buying patterns, and the growth of indigenous Chinese brands, the development of many overseas fashion companies in China has slowed, besides ZARA. Based on this context, this article explores the Zara fashion brand’s traditional strategy, including its profit model, competitive advantages, product functions, and marketing model. At the same time, a SWOT analysis model is established to help evaluate the brand’s strengths and weaknesses. The article proposes creative ideas, integrates the general environment, and uses social networks, media, and other technologies in order to carry forward the brand’s advantages, make the brand self-reform, and bring the brand as a whole closer to Chinese consumers, which can empower the brand. The suggestions that are provided in this article can fulfill the demands of local customers and maintain sustainable long-term brand growth.

Challenges behind creating a global apparel brand and ways to overcome it: a perspective of the RMG sector of Bangladesh

Challenges behind creating a global apparel brand and ways to overcome it: a perspective of the RMG sector of Bangladesh

Knowledge Graph Oriented Apparel Digital Design and Practice

Abstract This paper mainly utilizes a knowledge graph to construct a two-way fusion clothing design system. The article is based on the model to extract the knowledge graph relationship of clothing and apparel, and the apriori association rule algorithm is used to mine the user’s preferences, and then the clothing is designed by digital technology. In the end, it examines the interconnectedness of the knowledge graph and the effect of recognition on different fabrics. The consumer’s satisfaction and attention to the impact of digitalized clothing design were studied, and the accuracy of clothing design size was explored. The study showed that the clothing design size error was kept within ±2%, and the overall customer satisfaction with the clothing design was between (3.9 and 4.35) with high overall satisfaction. This study can improve the design quality of apparel brands, reduce production costs, and provide new ideas and directions for future apparel design in the digital era.

Challenges behind creating a global apparel brand and ways to overcome it: a perspective of the RMG sector of Bangladesh

Challenges behind creating a global apparel brand and ways to overcome it: a perspective of the RMG sector of Bangladesh

Digital Transformation of Supply Chain Management in the Fast Fashion Industry: A Case Study of Zara

With continuous innovation and evolution in the clothing industry, fast fashion brands have gained significant popularity due to their ability to quickly respond to changing fashion trends, offer affordable and stylish clothing, and cater to the preferences of fashion-conscious consumers worldwide. This research analyzes the supply chain of the renowned fast fashion brand Zara, known for its unique supply chain management model. It is one of the most valuable apparel brands globally. The study explores the impact of supply chain management and digitalization on the entire fast fashion supply chain, encompassing upstream suppliers and manufacturers, middle-channel retailers and distributors, and consumers. Through a comprehensive examination of Zara’s success story, this study serves as an inspiring example for domestic apparel enterprises, showcasing the potential benefits that can arise from adopting a unique supply chain model, and offers valuable insights for Chinese apparel companies seeking to enhance their supply chain management and adapt to the digital era.

Obsessive-Compulsive Behavior to Buy Branded Apparel -The Mediating Role of Brand Attachment-

Obsessive-Compulsive Behavior to Buy Branded Apparel -The Mediating Role of Brand Attachment-

Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers

Purpose This research investigates apparel consumers' psychological and behavioral responses to omnichannel (OC) integration. Specifically, the study applies the cognitive–affective–conative (CAC) model to reveal consumers' decision-making process under the impact of channel integration quality (CIQ), perceived fluency (PF) and cognitive and affective trust (AT).Design/methodology/approach Primary data were collected through an online survey. In total, 657 eligible responses were received. This study applied partial least square structural equation modeling for data analysis.Findings The findings demonstrate that the extrinsic cognitive factor, CIQ, substantially affects consumers' intrinsic cognition (cognitive trust [CT] and PF), which consequently fosters consumers' AT and shopping intentions. Specifically, integrated promotion and transaction information positively affects CT, while integrated product and price and information access negatively impact CT. All the dimensions of CIQ, except integrated promotion (IP), significantly affect PF. CT and AT exhibit mediation effects in the CAC model.Practical implications Apparel brands and retailers may apply the findings to effectively design their retail channels and implement channel integration to boost consumers' shopping intentions and trust.Originality/value This study is one of the pioneering studies applying the CAC model to empirically examine OC consumers' decision-making process. It is also among the first to determine that cognitive and AT have theoretical distinctions in the OC retailing setting.

Strategic Managerial Shift at Retail Stores to Boost Positivity Among Employees in Post-Pandemic Scenario

Retail is one of the most severely impacted sectors by the COVID-19 pandemic. The end of a pandemic is no relief for managers as the recovery phase is all the more challenging. In the 'new normal,' consumers' reluctance to visit stores adds to retail store managers' global challenges. Store managers had to rethink their business plans to innovate for sustenance. The article demonstrates a novel approach to discovering the strategic shift of the managers of the retail stores for apparel to boost positivity from the employees' subjective perspective in the post-pandemic era. Dynamic, ingenious, and morally stable leadership styles help to draw insights for exploring the mechanism with which the managers of the retail stores of apparel brands induce positive organizational behavior—the links of the constructs of a theoretical model frame into hypotheses. The sample is of 300 employees in apparel retail stores. Structural equation modeling empirically validated the approaches. The findings revealed that only an ingenious leadership style could induce positivity among the current employees in apparel retail stores. The study will give valuable insights into the applications of store managers to implement novel strategic decisions in their leadership styles.

Measuring the antecedents of university students’ obsessive–compulsive buying behaviour of apparel: the mediating role of brand attachment

This research provides value to marketing researchers and professionals in regard to what triggers customers to purchase compulsively by studying the impact of materialism and self-congruence on the obsessive–compulsive buying behaviour (OCBB) of apparel by university students and the mediating role of brand attachment on these relationships. A total of 322 online questionnaires were gathered from university students who shop frequently. The PLS-SEM approach was used for data analysis using the SmartPLS V.3.3.3. software. The findings show that there is a relationship between Materialism, Brand attachment, self-congruence, and OCBB and that both self-congruence and materialism influence brand attachment. Finally, Brand attachment mediates both the relationship between Materialism and OCBB, as well as that between Self-congruence and OCBB. This is one of the first researches to study the mediating role of brand attachment on both relationships in one conceptual model and in an emerging market. The suggested implications include the launch of an awareness campaign on the negative consequences of OCBB on young adults, especially with the current economic conditions. In addition to implications for apparel brand managers on how they can utilize the established relationships to enhance their marketing plans which could increase long-term profitability.

A comparative study of consumer perceptions and purchase intentions of Sustainable and non-sustainable luxury apparel brands

A comparative study of consumer perceptions and purchase intentions of Sustainable and non-sustainable luxury apparel brands

Does cross-channel consistency always create brand loyalty in omni-channel retailing?

PurposeResearch to date has yet to reach a consensus regarding the role of cross-channel consistency in omni-channel retailing. Therefore, this study aims to clarify the impact of cross-channel consistency on brand trust and loyalty by differentiating four dimensions of consistency (i.e. product, service, price and promotion consistency) and exploring the moderating roles of showrooming and webrooming motivation in these relationships.Design/methodology/approachA survey method is used to collect data. A total of 550 valid responses were obtained from multi-channel apparel brands' customers. Hypotheses were tested by employing structural equation modeling and hierarchical multiple regression analysis.FindingsThe results indicate that product and service consistency positively influence brand loyalty via brand trust, whereas price and promotion consistency do not. Furthermore, showrooming motivation negatively moderates the effects of service, price and promotion consistency on brand trust, while webrooming motivation positively moderates the effects of product, price and promotion consistency on brand trust.Originality/valueThis study contributes to the omni-channel retailing literature by examining the effects of different dimensions of cross-channel consistency and the moderating roles of showrooming and webrooming motivation to unravel the contradictions of previous studies. It reveals both the beneficial and dark sides of cross-channel consistency. It also extends the knowledge of brand building and cross-channel behavior in omni-channel retailing.

Understanding Indian Millennials' Awareness Towards Brand Personality of Apparel Brands

The purpose of this study report is to identify the brand awareness of Indian millennials towards the brand personalities of apparel brands. The idea of brand personality has recently received a lot of attention as it is an essential component of the symbolic and emotional traits of a business. Consumers’ perceptions of a brand’s human qualities are referred to as its ‘brand personality’. The utilisation of brand personality connections by marketers and advertisers can help them create more effective strategies for showcasing products in a way that appeals to consumers on an emotional level. Brand personality is important from both the advertiser’s and the consumer’s perspectives. Because of this, it is now being used more often to change customer behaviour. The primary sources from which the data were acquired were surveyed. Non-probability sampling techniques were used by the researcher. Using a survey technique, the researcher obtained information from the millennials. A total of 450 Generation Y consumers provided data. In this study, Chi-square was used to show the significant disparities in brand personality awareness among millennials. The survey found that urban school and college students and independent earnings individuals who earn a fair living had a propensity to be more aware of brand personality.