Clothing Brands Research Articles

The Changes of Consumer Psychology and Price Sensitivity in Uncertainty: A Case Study of Fast Fashion Brand ZARA

In recent years, there has been a collective decline in the development of fast fashion clothing brands in the Chinese market. Taking ZARA as an example, its parent company Inditex Group has undergone large-scale store adjustments globally in the past two years, especially in the Chinese market, where the number of ZARA stores has decreased by nearly half compared to four years ago. While Inditex's global revenue has grown, there has been a significant decline in revenue in mainland China. Therefore, understanding how the fast fashion industry was accepted by the Chinese market in the past and why it is now being excluded has gradually become important. For the clothing industry, market decision-making power has shifted from clothing merchants to consumers, and consumer psychology has undergone certain changes, and in fact, they have gained some bargaining power. As a product aimed at the general public, fast fashion brands have lower customer loyalty. Customers are more sensitive to price changes. In the rapidly changing and uncertain environment, the drawbacks of the fast fashion brand model have begun to emerge: convergent styles, unstable channels, and environmentally unfriendly production models, etc., which no longer have sufficient competitiveness in the current market. Therefore, this article intends to use literature research and case analysis methods for research, and to address the above issues, some suggestions are proposed, hoping to help fast fashion brands retain and expand the Chinese market.

Distribution Personalization and Content Decentralization on Brand Recall

Structural equation modeling examines the impact of distribution personalization and content decentralization on brand recall among Gen-Z consumers to analyze the causal relationship between these factors. The research used Covariance Based–Structural Equation Modeling (CB-SEM) and Partial Least Squares–Structural Equation Modeling (PLS-SEM) based on review of related literature. The 385 samples were Gen Z (age 12 to 27 as of year 2024 randomly from Region III, Philippines, comprising the provinces of Aurora, Bataan, Bulacan, Nueva Ecija, Pampanga, and Tarlac. Questionnaires with rating scales were used as research tools. Confirmatory factor analysis was used to analyze model fit, reliability, and validity. A structural model and path analysis were used to examine the links. Causal relationships were analyzed using PLS-SEM. The findings indicated that the model had a reasonable fit with empirical data and exhibited acceptable reliability and validity. The results demonstrate that distribution personalization has a direct positive effect on Gen Z’s ability to recall a brand. In addition, content decentralization acted as a partial mediator or indirect effect on the relationship between distribution personalization and Gen Z brand recall. Based on these results, sellers of clothing brands reliant on short-form video ads may consider employing advanced data analytics technologies to acquire insights into the preferences, behavior, and demographics of the audience and personalize video content to specific audience segments like Gen Z. Furthermore, it is advisable to optimize distribution channels, incorporate user-generated content into distribution strategies, and emphasize usercentric storytelling to create favorable associations with the brand. Future research should be qualitative or mixed methods to obtain a richer qualitative interpretation, and cohort or longitudinal research should be conducted to study these effects eventually.

Marketing Communication Strategy for yeoboseyo.id: a Case Study in K-Pop Fashion Brand

The continuous growth of internet users in Indonesia since 2012 has had an impact, particularly on the use of social media. In 2023, 60.4% of the population in Indonesia was using social media. Instagram and TikTok are widely used for social networking and business marketing, including by the clothing brand Yeoboseyo.id. This study aims to examine the marketing communication strategies of Yeoboseyo.id from September 2023 to February 2024, using a quasi-qualitative method with semi-structured interviews and triangulation techniques for data validity. The results show that Yeoboseyo.id utilizes a marketing communication mix, including advertising on social media, conducting sales promotions by providing vouchers, freebies, and giveaways, and implementing public relations to maintain brand reputation. They also engage in personal selling to build consumer trust and direct marketing through one-step and two-step approaches to increase sales and maintain relationships with consumers. The conclusion of this study is that Yeoboseyo.id has effectively implemented its marketing communication strategy; however, there are still some areas that are not fully optimized, including the use of below-the-line promotion channels and the implementation of personal selling.

Impacts of cultural practices on consumers’ buying behavior in sales promotional activities in the settings of COVID-19

PurposeThis study aims to explore the impact of cultural practices on consumers’ buying behavior in sales promotional activities toward the fashion clothing brands based on the Theory of Black-Box Model under the conditions of COVID-19 at Pakistan.Design/methodology/approachThe study has collected data through questionnaire-based survey from 600 consumers of fashion clothing brands using convenience sampling technique in Pakistan and analyzed through PLS-SEM to find results.FindingsThe results confirmed that cultural practices and sales promotional activities have positive significant relationship with the consumers’ buying behavior during the celebration of events, also under the conditions of COVID-19. The study also found that ethnocentrism and xenocentrism are positively associated with cultural practices while social factors, physical factors, product innovation and marketing innovation with sales promotional activities.Practical implicationsThe outcomes provide interesting insights about consumers’ assessment toward the sale’s promotional activities and cultural practices of fashion clothing brands during the celebration of events and guide the marketing practitioners to develop the customers edifying and environment-oriented business strategies to boost up the buying behavior in crisis situations.Originality/valueAlthough prior research has widely investigated the cultural practices, sales promotion and consumers’ buying behavior in various settings, but to the best of the authors’ knowledge, this is the first study in these domains.

Antecedents and Consequences of Attitude Toward Social Media Advertising: An application on ad of clothing brands, households’ delivery apps, telecommunications and sports

Antecedents and Consequences of Attitude Toward Social Media Advertising: An application on ad of clothing brands, households’ delivery apps, telecommunications and sports

Brand Loyalty as a Catalyst for Growth: Leveraging Innovative Brand Experience to Enhance Market Success for a Small Clothing Brand

This research entitled “Brand Loyalty as a Catalyst for Growth: Leveraging Brand Experience to Enhance Market Success for Small Clothing Brands in Triple Two Reworks” aims to identify strategies that can increase brand loyalty and market growth for small clothing brands. This research focuses on Triple Two Reworks, a local brand that specializes in redesigning used clothing into new fashion products that are aesthetically pleasing and sustainable. This study reveals that brand loyalty plays a critical role in the long-term success of a brand, especially for small clothing brands that often face limited resources and challenges in reaching a wider audience. This research uses a qualitative approach with in-depth analysis of positive Triple Two Reworks brand experiences, as measured through indicators of customer satisfaction and their engagement with the brand. The research results show that superior brand experience can increase customer loyalty and market success. Triple Two Reworks can leverage positive brand experiences through a branding strategy that includes providing a personalized shopping experience, product customization options, and responsive customer support. Additionally, the adoption of sustainable fashion trends and limited-edition collections can attract environmentally conscious and fashionable consumers, thereby expanding market share and increasing competitiveness. This research concludes that by optimizing the brand experience, Triple Two Reworks can build strong customer loyalty and achieve sustainable market growth.

Unveiling Brand Identity A Semiotic Exploration of Logo Design in Pakistani Clothing Brands

In the competitive textile market, each brand employs a unique logo or icon to distinguish itself from competitors. A logo acts as a brand's visual identity, conveying its uniqueness and intended message to consumers. Therefore, creating an effective logo is crucial for designers, as it significantly influences consumer perception. This research uses a semiotic analysis based on Kress and van Leeuwen's (2002) multimodality framework to examine the logos of two leading Pakistani clothing brands, including Khaadi and Junaid Jamshed. The study investigates how these logos impact consumer relationships with the brands, revealing that each logo is designed to communicate the brand's distinct message. Factors such as colour schemes, logos, font, shape, words, and the inclusion of popular personalities in advertisements are essential in shaping consumer perceptions and preferences. The research involved stratified sampling to collect data, ensuring a representative analysis of consumer views. The findings indicate that well-designed logos and strategic branding elements are crucial for a strong brand-consumer connection. These elements significantly affect consumer loyalty and choice, underscoring the importance of effective logo design in building a positive brand image and influencing consumer behaviour.

Exploring Santoon's Customers' Preferences That Affect Their Purchase Decision For Buying Fashion Products

There is a significant shift towards online shopping in the digital era, particularly within the fashion industry. Despite this trend, Santoon, a clothing brand in Indonesia, faces challenges with online sales being considerably lower than offline sales, even though many of its customers and target market prefer purchasing fashion products online. This study aims to identify the preferences of Santoon's customers that impact their decision-making process when buying fashion products. Adopting a qualitative approach, the research utilizes semi-structured interviews to gather in-depth insights. A non-probability purposive sampling technique focused on Santoon's past customers and target market. The study reveals that design, quality, and sizing are the primary factors influencing customers' preferences for fashion products. Additionally, detailed product descriptions and customer reviews are crucial in shaping online shopping preferences. Although customers often visit offline stores to see and sample products, the final purchase decision is frequently made online. The findings underscore the importance of enhancing online product descriptions and leveraging customer reviews to build trust. Integrating online and offline shopping experiences is essential to cater to hybrid customer behaviour. Recommendations for Santoon include improving the detail and accuracy of online product descriptions, utilizing customer reviews to foster trust, and merging online and offline shopping experiences. Furthermore, optimizing Instagram marketing by posting content related to the daily use of Santoon's products is advised, given the significant overlap between the brand's target market and Indonesian Instagram users.

Peer-Influenced Purchases: An Exploration of Consumer Trends Among Adolescents in Croatia

This research aimed at addressing questions about what consumer goods are trending among adolescents in Croatia and why they want to have the consumer goods their peers have. The research was conducted using the method of online focus groups with children. The sample consisted of 40 adolescents (20 boys, 20 girls; average age = 14). The analysis of statements suggests that the current trend are brand clothing items, followed by smartphones and other technology items. The research shows that the reasons for children wanting to buy material goods they see in their peers are: they can play and socialise; they can bond, connect, and feel a sense of unity; they can fit in, and/or because everybody has it; they are not excluded; and finally, to acquire social status. The findings of the work indicate that adolescents want material things that are like those of their peers because of the need for connection, belonging, and relationships, but educators and parents should provide different possibilities to satisfy those needs.

The Relationship between Brand Image and Consumer Purchase Intention: An Investigation of Mediating Effects

This study focuses on exploring how innovation in brand image influences consumers' purchasing intentions, and further analyzes the mediating variables-brand archetype and brand sentiment. Employing structural equation modeling, the path from brand image innovation to consumer purchasing intentions is scrutinized, while investigating how brand archetype cognition and brand sentiment experience mediate within. Data were collected through a questionnaire survey of consumers of clothing brands, empirically verifying the model's effectiveness. The results indicate that brand image innovation significantly enhances consumers' purchasing intentions through the roles of brand archetype and brand sentiment. This research not only enriches the theoretical framework of brand management but also furnishes businesses with practical strategies to augment consumer purchasing intentions through innovative brand image in fiercely competitive markets.

Factors Affecting the Clothing Purchase Intention of Young Consumers through Online

This research paper was conducted for the purpose of identifying the factors that influence the clothing purchase intention of young consumers who are used to shopping through online market. To serve the purpose of the study, a total of 100 (one hundred) respondents were selected through convenience sampling. The collected data were analyzed using Pearson correlation and multiple regression analysis. The authors found that all factors namely time & convenient, perceived past experience, perceived security; product variety, Website design and Service quality have significant impact on online clothing purchase intention of young generation. Through this study the authors suggest that social media has a beneficial effect on how customers behave while buying clothing companies. Social media experiences online are influencing study participants' decisions to purchase intention of clothing from a certain brand. The authors expect that this study will help the clothing brands to understand the purchase intention of their young consumers through online and it will help them to take necessary step to increase their online sales based on the significance level of each factor and contribute to the clothing industry.

Influencing Generation Y students’ clothing brand awareness: A gender perspective

The Covid-19 pandemic significantly affected the global fashion industry, causing several changes that intensified competition between fashion retailers and brands, making it more challenging to establish or increase clothing brand awareness. Gender plays a crucial role in consumers’ perceptions and decision-making, highlighting the importance of understanding the role of gender in effectively establishing and increasing clothing brand awareness. The objective of the study was to determine whether differences exist in the creation of clothing brand awareness of Generation Y male and female students. This study followed a descriptive research design. A self-administered questionnaire was distributed to students for voluntary completion. A total of 625 completed questionnaires were analysed by performing frequency analysis, descriptive statistics, internal consistency reliability, correlation analysis and regression analysis. After establishing the reliability of the measurement instrument, and confirming significant statistical relationships between all the constructs, multiple linear regression analysis was performed. The findings of the regression analysis revealed that for Generation Y male students, product, store image and advertising of clothing brands significantly influence their awareness of a brand; while for Generation Y female students, the price and advertising of clothing brands significantly influence their awareness of clothing brands. This study contributes to the literature relating to gender studies and brand awareness, and provides practical recommendations for clothing brands and retailers to more effectively establish or strengthen clothing brand awareness among Generation Y male and female consumers, respectively.

The influence of service value and customer retention on the green marketing mix model for local Indonesian clothing brands

The influence of service value and customer retention on the green marketing mix model for local Indonesian clothing brands

THE INFLUENCE OF DIGITAL MARKETING, BRAND AMBASSADOR, AND PRICE ON ERIGO PRODUCT PURCHASE DECISION

This research is based on the decline of the Erigo Brand as the Top Local Clothing Brand in 2021 to 2022 by 2.9 percent. So research is needed to improve purchasing decisions influenced by digital marketing, brand ambassadors, and Erigo brand prices carried out in the World's Best JKT48 Community. This research was conducted using a survey method among members of the World's Best JKT48 Community who are members of the Discord server, totaling 94 respondents. Data collection was carried out using a questionnaire, and data analysis used SPSS 21 which includes validity, reliability, classical assumption testing, multiple regression analysis, and hypothesis testing. The research results show that digital marketing, brand ambassador, and price have a positive and significant effect on purchasing decisions. Erigo needs to share digital content that better supports its product promotion to increase product purchasing decisions. Erigo needs to increase purchasing interest in product purchasing decisions through brand ambassadors who can further influence consumers. Erigo needs to consider new prices that better suit its products to improve purchasing decisions. The coefficient of determination value of 0.678 indicates that the purchasing decision variable can be explained by digital marketing, brand ambassador and price variables of 67.8% while the remainder is explained by other variables outside the research

An AI pipeline for garment price projection using computer vision

The fashion industry’s traditional price-setting methods, based on historical sales and Fashion Week trends, are inadequate in the digital era. Rapid changes in collections and consumer preferences necessitate advanced Artificial Intelligence (AI) techniques. These AI methods should analyze data from various sources, including social media and e-commerce, to predict future fashion trends and prices. In this paper, we propose, apply, and assess a data analytics approach, i.e., FashionXpert, employing several image processing and machine learning techniques in an AI pipeline for garment price prediction. It integrates various heterogeneous data sources (e.g., textual and image data from e-stores, brand websites, and social media) to obtain more consistent, accurate, and beneficial information. We evaluated its effectiveness with an industrial data set obtained by a fashion search tool from the electronic commerce sites of clothing brands. FashionXpert predicted garment prices with an average Mean Absolute Error (MAE) of 15.31 EUR on a data set that has a standard deviation of 72.99 EUR.

Evaluation of Sustainable Strategic Value of Clothing Brand Based on Maxdiff

With the increasing demand for sustainable strategic upgrades of clothing brands, this paper collects 201 consumers’ evaluation data on brand sustainable strategies through questionnaire surveys, and analyzes and compares the sustainable strategies of typical environmental brands based on the Maxdiff measurement method. Through the analysis, the sustainable strategy recognized by consumers is obtained, which can provide a reference for the sustainable strategic upgrade of Chinese clothing brands.

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Live streaming has become the hottest marketing method for apparel brands nowadays. E-commerce anchors, as the core of live marketing, have an important role in influencing consumers' impulse purchase intention. However, the research on clothing brand anchor characteristics on consumers' impulse purchase intention based on live-streaming anchor characteristics has yet to be explored in related studies. The article uses consumer trust and attitude as mediating variables, and the cognitive-affective system as an analytical framework. All variables are tested by validated factor analysis, and FsQCA to analyze the grouping of anchor characteristics (attractiveness, popularity, professionalism, interactivity, and brand fit) in apparel live streaming marketing. The article discovers seven configurations that triggered consumers' high impulse purchase intention and five configurations of non-high impulse purchase intention. The findings indicate that (a) all dimensions of anchor characteristics have a significant effect on consumers' impulse purchase intention, in which the effect of popularity is most significant; (b) consumers' trust has a mediating effect between anchors' attractiveness, popularity, interactivity, brand fit, and impulse purchase intentions; (c) consumers' trust and consumers' attitude have a chain-mediated effect between popularity, brand fit, and impulse purchase intention. The results of the research will help clothing anchors to further understand consumers' information needs and perceived preferences, and provide references to improve the quality of live streaming.

Advantages, Problems and Strategies of Uniqlo Supply Chain

In this paper, Uniqlo, a well-known Japanese clothing brand, is selected as the object of case study to explore the core advantages and existing problems of the supply chain and put forward optimization suggestions. We find that SPA, ECR and suppliers complement each other in good cooperation. Based on giving full play to their advantages, a resultant force is formed and continuously radiates, which enables Uniqlo to avoid the “bullwhip effect”, improve the operation efficiency of the enterprise, and maximize profits. Among them, SPA plays an absolute advantage. However, good supply chain capability has enabled Uniqlo to win the market among similar clothing brands, but there are also limitations. One is to bear the exogenous and endogenous risks of supply chain management alone. The other is the high investment cost of direct stores, such as the high Managing overheads, which leads to the high operating cost and slow expansion. Therefore, this paper puts forward some suggestions on optimizing supplier selection and transforming and upgrading marketing mode.

It’s hard to be loved by idiots.Fred Perry’s troubled relationship with the Proud Boys

Research methodology For the design of this case study, the authors used primary sources of information from the shops visited by them in preparation of the case and website of Fred Perry and secondary sources of information from both academic and journalistic publications. Case overview/synopsis Fred Perry is a premium clothing brand, well-known for its polo shirts. It was created by Mr Fred Perry, a British tennis player. The brand’s stated values are integrity, personality and individuality. Throughout its history, the brand has been adopted by different British subcultures but recently it has faced a challenge because of the brand appropriation by the Proud Boys, a US far-right white supremacy group and other extremist groups as Antifa and hooligans. The nature and actions of the group mean that Fred Perry runs the risk of losing control over its brand equity. This brand hijack means that Fred Perry risks alienating some of its customers by openly opposing the group but also by embracing this subculture’s appropriation. Practically, the brand opposed the appropriation in a press release and by putting an end to the sale of the black and yellow polo shirts in the USA and Canada. Fred Perry has also made a lot of efforts to reposition the brand away from extremist groups while maintaining its strong historical and cultural roots. Through this case study, students will have the opportunity to discuss this topic and explore solutions for brands that face this type of dilemma. Complexity academic level This case is designed to be used in a marketing management, brand strategy or consumer behavior/culture course, especially in the subfield of market segmentation in the telecommunications sector. Specifically, this case is designed for college seniors or master students with basic strategic marketing training. This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. It provides the basis of discussions on the topics of brand management, consumer culture, consumers-brands relationships, brand architecture, brand equity, brand appropriation and repositioning strategy.

Digital Influence on Customer Perception of Branded Clothes: A Study on Changing Trends and Purchase Behavior

Digital Influence on Customer Perception of Branded Clothes: A Study on Changing Trends and Purchase Behavior