Fashion Industry Research Articles

Corporate Social Responsibility (CSR) and consumer purchase intention in the UK fashion industry

Corporate Social Responsibility (CSR) and consumer purchase intention in the UK fashion industry

Online reviews and Gen Z consumers’ satisfaction in the apparel industry: An expectation disconfirmation theory

This research article aims to analyse how online reviews influence the satisfaction level of Generation Z (Gen Z) consumers within the apparel industry by using the expectation disconfirmation theory as the analytical framework. Five hypotheses have been developed regarding the relationships between online reviews and satisfaction through literature review and were examined using partial least squares structural equation modelling (PLS-SEM). In the research article, data were gathered from 350 Gen Z consumers engaged in online shopping across three districts of Punjab. Questionnaires were distributed to the respondents in hard copy and Google Forms. The findings from this research article suggest a positive correlation between online reviews and the satisfaction level of Gen Z consumers in the apparel industry. The analysis reveals that online reviews play a significant role in influencing the online shopping of apparel.

Threads of insight: Exploring the narrative of online reviews (2002–22) in the apparel industry through bibliometrics

Online reviews have become crucial in research and consumer decision-making, providing insights into customer perspectives on products and services. In today’s digital age, they are an essential tool for retailers to engage with their customers. This is particularly true in the apparel industry, where understanding consumer satisfaction and preferences is key to crafting effective marketing strategies. Despite the abundance of literature on the impact of online reviews on consumer evaluations of ready-made garments, there has been limited scientific analysis of this extensive body of work. This bibliometric study utilizes performance analysis and science mapping to rigorously examine the body of literature on online reviews. Performance analysis assesses the quality and quantity of various scientific contributions using a suite of bibliometric indicators, such as publication trends, leading authors and journals, and the most influential publications. To complement this, science mapping is employed to elucidate the broader intellectual, social and conceptual frameworks of the field, providing a holistic view of its fundamental dynamics that performance analysis alone cannot offer. We analysed 161 articles published between 2002 and 2022, selected via targeted keywords from the Scopus database. The data was processed using VOSviewer (1.6.20) and Biblioshiny, a web-based platform powered by the R-package Bibliometrix 4.1. This study not only delves into the historical and current states of the literature but also identifies and discusses future research agendas in online reviews within the apparel industry.

The Effect of Influencer Marketing on Consumer Behavior of Fashion Style in the Age of Social Media

This study aims to explore the effect of influencer marketing on consumer behavior regarding fashion styles in the age of social media. It employs a quantitative research approach utilizing simple linear regression analysis conducted with SPSS. The data for this study were collected through primary sources via questionnaires distributed in two countries, Indonesia and India, to ensure a comprehensive understanding of the phenomenon. A total of 55 respondents from Indonesia and 50 respondents from India participated in the study. The results indicate that influencer marketing has a significant positive effect on consumer behavior. The benefits of this study are expected to assist the fashion industry in understanding consumer behavior and the role of influencers, ultimately improving their marketing strategies. However, the findings do not lead to general conclusions due to the limited number of respondents and other factors that can influence consumer behavior. For future research, it is recommended to increase the sample size and expand the scope of the discussion by incorporating additional aspects such as pricing and the aesthetics of content

Virtual reality luxury fashion show: how imaginary space influences brand word‑of‑mouth

The proliferation of digital technologies and the development of virtual reality (VR) have enabled the fashion industry to implement virtual fashion shows, thereby improving the consumer experience. This study explores the effect of the imaginary space created by virtual fashion shows on consumers’ perceived benefit, risk, and brand word-of-mouth (WOM). A survey is conducted to investigate how consumers perceive imaginary space and its effectiveness as a marketing tool. This study identified four aspects of imaginary space: immersion, interaction, agency, and presence. Using the stimulus–organism–response model, this study finds a significant effect of imaginary space on the generation of brand WOM. Furthermore, this study found that perceived benefit and risk mediate the relationship between imaginary space and brand WOM. Empirical findings can help academics and practitioners manage VR marketing campaigns using fashion shows.

A Review on Balenciaga Market Campaign Analysis

The thesis focuses on the market campaign analysis of Balenciaga. With the brand's rapid ascent in the luxury market, it is essential to understand the reasons behind Balenciaga's success in such a short period. One significant factor contributing to this success is Balenciaga's strategic use of social media and innovative product launches. The brand frequently unveils new products on social media platforms, creating a strong and lasting impression on customers. This strategy not only enhances brand visibility but also attracts a substantial number of consumers, driving sales and market presence. However, Balenciaga has faced several ethical issues in recent years, which have drawn public scrutiny. These controversies highlight the need for the brand to address and resolve these ethical concerns to maintain its reputation and consumer trust. Despite these challenges, Balenciaga's potential to continue leading the luxury market remains strong. By appropriately handling ethical issues and maintaining its innovative marketing strategies, Balenciaga can sustain its growth and reinforce its position as a dominant player in the luxury fashion industry.

Adopting Zero-waste Pattern-making Techniques for Apparel Product Development

Every year, the fashion industry churns out millions of clothing items with fresh styles, resulting in significant fabric waste during production. This fabric waste contributes to environmental pollution. Embracing zero-waste pattern-making techniques for clothing production offers a viable solution to curbing this issue. By utilising the entire fabric yardage, these techniques aim to minimise or eliminate fabric waste after garment production. Zero-waste design is a holistic approach that integrates designing, production and sourcing processes. This article aims to propose solutions for controlling fabric waste through innovative zero-waste pattern-design techniques, thereby fostering a sustainable future. Traditionally, the apparel production process utilises 85% of fabrics, leaving behind 15% as wastage. The challenge lies in reducing this 15% wastage to zero (Abernathy et al., 1999). However, it is acknowledged that not everyone can readily adopt zero-waste pattern techniques. It requires creativity to develop optimal design solutions for apparel production. Collaboration among designers, pattern makers, academics and production professionals is essential for researching and identifying the best creative practices and solutions for integrating zero-waste pattern-making techniques into the apparel production process. Developing approaches for zero-waste pattern-making involves researching basic pattern design principles, understanding associated challenges and analysing outcomes. This research and development process in zero-waste pattern-making can pave the way for better sustainable practices, ultimately contributing to the reduction of fabric waste pollution and fostering a more sustainable future.

A Review on the Influence of Deep Learning and Generative AI in the Fashion Industry

Incorporating deep learning models has marked a significant advancement in integrating trends and technology within the fashion industry. These models are extensively applied in the realm of image recognition, product recommendation, and trend prediction, employing deep learning techniques such as Convolutional Neural Networks (CNNs), Generative Adversarial Networks (GANs), Recurrent Neural Networks (RNNs), and Autoencoders. This paper aims to cover various aspects of the textile industry’s supply chain processes, highlighting these deep learning techniques' present influence and potential future directions. It includes a comprehensive analysis of some of the most recent and well-recognized studies in the industry that focus on different parts of a product’s lifecycle in the industry, such as Design and Trend Forecasting, Production and Quality Control, Marketing and Sales, and Distribution and Retail. While deep learning has significantly improved the efficiency of processes across the supply chain, our review highlights some of the existing challenges, such as dependency on large datasets, manual annotation needs, and limitations in creative design generation, encouraging future research to focus on more sophisticated models incorporating multimodal data and personalized factors like body types and aesthetic preferences. Additionally, areas like sewing pattern generation, body-aware designs, and ethical sourcing are critical areas of the fashion industry that require further exploration.

UPAYA MENINGKATKAN HALAL ADOPTION PADA TENUN SONGKET ETNIK LOKAL PANDAI SIKEK

The rapid transition of the global halal fashion industry may require a series of innovations and adaptations in the MSMEs sector. Therefore, technology adoption and organizational openness to change are the main challenges for stakeholders. This study was conducted to examine and analyze the effects of technology, organization, and an increasingly competitive environment on halal adoption in the MSME weaving sector. By using a purposive sampling technique with certain criteria, as many as 30 MSMEs owners or members were obtained to contribute and respond to the research questionnaire, and then those responses were analyzed through the Structural equation model technique with Smart-PLS software's latest version. Results stated that halal adoption in the MSMEs weaving sector is not affected by technological and organizational aspects, it is due to a lack of openness to accept the changes, then most of the actors also thought that halal adoption didn’t provide value-added. Therefore, the motivation for human resource development and technology utilization was also low. Halal adoption is significantly affected by environmental aspects. External pressures such as market demand and government regulations will force weaving MSME actors to adapt to the changes for business sustainability and maintaining national fashion cultural heritage.

The Impact of Consumer Spending Trends on The Fashion Industry

The Impact of Consumer Spending Trends on The Fashion Industry

Professional codes of morality and the professional codes of conduct of military personnel in different countries

This article presents a study on moral codes and professional codes of conduct. Various professional codes of conduct were considered, including the Samurai Code of Conduct, Code of Chivalry, Pirate Code, Hippocratic Oath and Medical Oath, Red Cross Code of Conduct, Galilean Oath, Code of Apparel Industry Partnership, Ethics in Computer Programming and Software Development, Moral hacking. Special emphasis is placed on Military Ethics and the morale of the serviceman. The article recognizes the golden rule of global ethics as the most important and simple truth for distinguishing right from wrong in human behavior.

Navigating ideals: effects of curvy and thin models in Instagram fashion advertising on body type preferences and clothing purchase intentions

Purpose In light of the challenge the fashion industry faces to be more body shape-inclusive, several brands now feature curvy models (large breasts and buttocks, wide hips and a small waist) in their online advertising. Gaps exist in the understanding of the influence of these models on young consumers’ perceptions of body ideals and advertising effectiveness. This study aims to investigate how brief exposure to idealized thin and curvy models in Instagram fashion advertising affects young female consumers’ body type preferences and clothing purchase intentions. Design/methodology/approach Data were collected from 245 late-adolescent girls, aged 17–19 years, through online questionnaires. Participants were randomly assigned to view Instagram fashion advertising featuring thin or curvy models before reporting on study variables. Findings Results revealed that girls expressed a preference for the body type to which they were exposed. However, they indicated a higher intention to purchase clothes worn by thin models than those worn by curvy models despite rating both thin and curvy models as equally attractive. This effect held even when controlling for participants’ body size. Originality/value To the best of the authors’ knowledge, this is the first known study to experimentally examine the effects of curvy models featured in Instagram fashion advertising on late-adolescent girls’ body type preferences and clothing purchase intentions. The study shows that purchase intentions do not necessarily follow body type preferences. Findings also highlight the role that advertisement content has in promoting idealized, yet frequently unattainable, body types. Marketers are encouraged to weigh the ethical implications of their use of these extreme body types.

Sustainable Strategies for Responsible Fashion: Adopting the Reduce, Reuse and Recycle Practices

The fashion sector, which contributes approximately 10% to global carbon emissions, exerts a considerable influence on the environment. The rapid pace of fast fashion has intensified both waste generation and resource utilization, thereby rendering sustainable practices an essential requirement. This study examines sustainable methodologies within the fashion industry, with particular emphasis on the implementation of the Reduce, Reuse, and Recycle (RRR) framework. The article explores how global and local brands in Delhi incorporate such strategies into their operations and gauges consumer awareness and behavior towards sustainable fashion. Studies indicate that barriers faced by brands while trying to achieve sustainability include the high price tag of sustainable materials, minimal recycling facilities, and the price sensitivity of the consumer. Hypothesis testing was used to examine whether the consumer behavior was significant on their purchasing decisions and sustainability. The results reflected that, while there is indeed a growth in awareness, consumers' intentions and actual purchasing behaviors seem to be quite divergent concerning the acceptance of sustainable fashion. Furthermore, the paper makes workable recommendations to make the fashion industry more sustainable by focusing on policy measures, innovations in brands, and education for the consumer. Key Words: sustainable fashion, reduce reuse recycle, consumer behavior, competitive advantage, supply chain sustainability

Strategies Management for Mass Customization in the Apparel Industry: Case of Market Demand and Risk in China

With the development and adjustment of the industrial structure, the manufacturing industry, especially the transformation and upgrading of the apparel industry, is crucial for Chinas high-quality economic development. This paper studies the strategies of cooperation, consumer demand response, and risk identification and control in the mass customization market of the Chinese apparel industry. Firstly, it explores the co-creation strategies among enterprises in mass customization, analyzing cases of efficient resource allocation and cooperation in excellent apparel companies. Secondly, from the consumer behavior perspective, it studies how companies meet personalized needs through combined online and offline marketing models and brand positioning strategies. Finally, analyzing the supply chain, consumers, and internal aspects of enterprises, the risk factors in the mass customization market are identified, and corresponding pre-control measures are proposed. This study aims to provide management suggestions for apparel enterprises in the wave of mass customization, helping small to medium-sized enterprises (SMEs) face market challenges and improve operational efficiency and market competitiveness.

Comparative Analysis of the Investment Value of the Apparel Companies

This article focuses on the business situation and financial solution of four top performers in the apparel industry, in order to select the most valuable companies for investment. In the academic field, this paper proposes the optimal investment term by analyzing specific financial ratios, and also provides new ideas for subsequent research to solve the investment decision problem. In the application field, this paper provides a reference option for the real investment community, especially in the field of fashion and apparel. The data in this paper are all from the annual financial statements disclosed by the companies, and computer software such as excel is used to compare and analyze them. Ultimately, this paper has obtained a top apparel company to invest in, which has demonstrated significant strengths in numerous financial indicators. This shows that the development potential and market value of this enterprise is more excellent compared to its competitors.

Configuration and multistep switching of machines in dynamic hybrid MTS/MTO production systems

This study proposes the configuration of MTS-/MTO-dedicated and hybrid (switchable) machines under a multistep switching policy where each hybrid machine can be switched stepwise and compares it to the existing model with MTS-dedicated and hybrid machines under a group switching policy that makes all hybrid machines switch together. Since companies have been required to satisfy wide varieties of customers' needs in recent years, the dynamic hybrid make-to-stock (MTS) / make-to-order (MTO) production system–one of the flexible production strategies with superior efficiency and productivity–is widely adopted in the garment industry. This system contains MTS and MTO streams in a shared facility and holds dedicated and hybrid machines that can be switched between MTS and MTO production. The machine configuration and switching policy are essential factors to increase the effectiveness of this system; hence, the features of such components must be investigated. Numerical experiments demonstrate that the cost and the number of MTO customers waiting can be reduced by appropriately setting the multistep switching policy and the machine configuration. Effective operating rules can also be achieved using our proposed search heuristics. These results contribute to the improvement of the existing dynamic hybrid system and the expansion of its possible applications.

A Review Article On The Impact And Evolution Of Sustainable Brands

The growing emphasis on sustainability has prompted significant changes in the fashion industry, particularly among brands striving to align with eco-friendly and ethical practices. This study explores the impact of sustainable brands on consumer behavior and industry standards. It examines how these brands are integrating sustainable practices into their operations, from the use of recycled materials to adopting circular economy principles. Despite consumers' increasing awareness and positive attitudes towards sustainability, there remains a noticeable gap between these attitudes and actual purchasing behaviors. This research highlights the crucial role of sustainable brands in addressing this disconnect by fostering transparency and authenticity in their practices. The study also investigates the effectiveness of various communication strategies employed by sustainable brands to enhance consumer trust and engagement. By analyzing data from consumer surveys and brand case studies, the research identifies key factors influencing the success of sustainable brands, including brand identity, sourcing practices, and marketing strategies. The findings suggest that while sustainable brands are making strides, continued innovation and consumer education are essential for driving broader adoption and achieving meaningful environmental and social impact.

Elements to Social Media Success: Analyzing Fashion Trends and Performance Factors on Instagram

Trends are the catapult to success for accounts on social media. And though many creators and businesses follow similar trends, only a select number reach their desired results. Previous research has only gone as far as explaining the significance of social media in the fashion industry, as well as the power of trends in the digital realm. This study evaluates 10 Instagram posts under the #sweatervest trend, categorizing them into successful and unsuccessful based on engagement metrics to assess which factors—relevance, interactiveness, use of familiar concepts, innovation, and entertainment—most contribute to performance. Findings conclude a generally positive relationship between each factor and the performance of the content. These elements together serve as a "formula" or "recipe" on how to make successful content when following a social media trend.

Sustainable Supply Chain Development Strategies in the Fast Fashion Industry: A Case Study of Nike

With the acceleration of globalization, companies are increasingly concerned about environmental protection and social responsibility, and sustainable development has become an important trend in industrial development. The fast fashion industry has attracted much attention due to its rapid market response, mass production, and frequent style updates. However, its supply chain faces many challenges in terms of sustainability. Based on this background, this study delves into sustainable supply chain management in the fast fashion industry using Nike as a case study. By analyzing Nikes strategies, practices and achievements, this paper provides useful suggestions and insights for achieving sustainability in the fast fashion industry. Nike has positively contributed to supply chain sustainability by promoting a circular economy, establishing a green supply chain and optimizing inventory management. This study can provide an important reference for the sustainable development of the fast fashion industry and a guide for companies to innovate and improve continuously under the global sustainability agenda.

Brand extension strategy in the presence of carbon tax regulation policy and social influence

Brand extension is a common marketing strategy used to capture a competitive advantage in the fashion industry and often causes social influence between the parent and sub-brands. On the one hand, sub-brand consumers are more willing to buy products when the parent brand sells well. On the other hand, the parent brand consumers’ purchase intention decreases when the sub-brand product sells too much. The fashion industry also contributes considerably to global carbon emissions. To reach sustainable development goals, governments impose carbon taxes. This paper analyzes how social influence and carbon tax regulations can affect a monopolistic firm’s brand extension strategy. The analytical results show that the firm extends from the parent brand to the sub-brand when the magnitude of social influence is not strong in the absence of a carbon tax, as the market expansion effect dominates the cannibalization effect. When the regulator imposes a carbon emissions tax, the range is further narrowed of the social influence that allows the firm to benefit from brand extension strategy because of the cost effect. Counterintuitively, the brand extension strategy can force the regulator to lower the tax price. Moreover, our findings reveal that social influence exerts an inverse impact on the regulator’s tax pricing decisions, contingent upon the extent of the parent brand’s brand power advantage. Carbon tax regulation hurts the firm and consumer surplus, but benefits the environment and social welfare. Additionally, we reaffirm the robustness of our findings under conditions of asymmetry in the intensity of social influence and different pollution damage functions. Intriguingly, we find that the firm can mitigate the negative cannibalization effect by selling its sub-brand products through a downstream retailer.