Clothing Brands Research Articles

Optimizing E-Commerce Websites by Using Digital Marketing Strategies for New Clothing Brand

Optimizing E-Commerce Websites by Using Digital Marketing Strategies for New Clothing Brand

Review and Analysis of Consumer Preferences for Local and Branded Clothing

Review and Analysis of Consumer Preferences for Local and Branded Clothing

Fast fashion revolution: Unveiling the path to sustainable style in the era of fast fashion

The Fast fashion industry trend has proliferated due to its fast production and affordable prices. However, its negative impact on the climate and environment is significant. Previous research has revealed that Fast Fashion contributes to high greenhouse gas emissions, excessive water usage, water pollution, and the generation of non-biodegradable textile waste. All of these factors harm environmental sustainability. Additionally, the mass production model of Fast Fashion also encourages excessive consumption, creates non-biodegradable textile waste, and increases pressure on natural resources. This study aims to examine the relationship between fashion orientation (FO) and Fast fashion purchase intention (FFPI), as well as their impact on Fast fashion purchasing behavior (FFPB). This research also explores the influence of sustainable clothing consumption attitudes (SCCA) as a moderating factor. Data were collected from 214 respondents through the nonprobability snowball sampling method. The analysis was conducted using the PLS-SEM method. The study's results indicate that FO significantly influences FFPI and strongly correlates with FFPB. Moreover, SCCA moderates the relationship between FFPI and FFPB. These findings imply that to address the negative impact of Fast Fashion on climate change and the environment, changes in FO and FFPI and an increase in SCCA are needed. Education and consumer awareness regarding the negative impacts of Fast Fashion, promotion and support for sustainable clothing brands and products, and implementing policies that encourage more sustainable production and consumption practices are essential steps that can be taken.

The Influence Of Product Price And Quality On Consumer Satisfaction In Local Clothing Brand In Indonesian E-Commerce

This research aims to see the influence of price and product quality on consumer satisfaction with local clothing brands in Indonesian e-commerce in the city of Semarang. Partially analyzing the influence of price on consumer satisfaction, analyzing the influence of product quality on consumer satisfaction. simultaneously analyzing price and product quality on consumer satisfaction. Descriptive analysis and multiple linear analysis were also used in this research. Descriptive analysis of each variable item. Multiple linear test analysis looks at the overall impact of the independent variable and dependent variable. This research data uses a questionnaire with a sample size of 100 respondents spread across all cities in Semarang. The sampling technique is convenience sampling.The results of the partial analysis can be concluded that there is a positive and significant influence between the price variable on consumer satisfaction. There is a positive and significant influence of product quality variables on consumer satisfaction. The results of simultaneous or joint analysis show a significant influence between price and product quality variables on consumer satisfaction. Competitive prices and good product quality will provide consumer satisfaction with local clothing brands in Indonesian e-commerce in the city of Semarang.

Examining the Dynamics of Fashion Trends, Self-Brand Congruence, and Consumer Engagement, with a Mediating Lens on Brand Trust in Customer-Brand Relationships

This study examines the intricate relationship between fashion trends, self-brand congruence, brand trust, and the customer-brand relationship within the context of Pakistani consumers' interactions with clothing brands. Furthermore, the study objectives are to examine the mediating role of brand trust between observed variables. The objectives include the clarification of the collective influence of these aspects, filling a theoretical gap within the framework of Pakistan, and providing marketers with practical insights. The study used a quantitative research approach, using a convenience sampling technique to choose a sample of 300 participants. Partial Least Squares Structural Equation Modeling (PLS-SEM) is a statistical technique that is often used for the interpretation of data obtained from an online survey. The findings illustrate the interconnectedness of these dimensions by the observation of robust positive associations across fashion trends, self-brand congruency, brand trust, and customer engagement. Furthermore, the findings indicated that there is a significant mediating role of brand trust between Fashion Trends, Self-Brand Congruence, and Consumer Engagement, with a Mediating Lens on Brand Trust in Customer-Brand Relationships. This research has a distinctive quality since it specifically investigates these interactions within the Pakistani garment business, hence offering implications for consumer engagement initiatives and brand strategy. However, the use of cross-sectional data in this research imposes constraints on the capacity to establish causal relationships between the variables. This study is novel in the context of Pakistan as it is significant for customers, marketers, and policy makers for taking prudent decisions based on current research findings.

Promotional tactics of Polish fashion brands in social media on the example of Vesna and Marie Zélie

This article aims to examine the social media strategies employed by select Polish niche clothing brands, identifying which approaches are more effective and the factors influencing this effectiveness. Research methods: The study utilizes media content analysis and economic indicator analysis to explore the portrayal of these brands in media. Specifically, it compares the Facebook and Instagram profiles of two Polish fashion companies, Vesna and Marie Zélie. Additionally, the research incorporates netnography to analyze online consumer behavior. Results and conclusions: Facebook and Instagram emerge as primary online marketing platforms for the examined fashion brands, used for product showcasing and audience engagement. These companies initiate engagement through questions in posts and maintain dialogue by responding to comments. A comparative analysis of Vesna and Marie Zélie’s post nature and frequency indicates a more successful social media promotion strategy by Marie Zélie. Cognitive value: This article sheds light on contemporary strategies for social media promotion among companies. It uniquely analyzes the promotional tactics of niche fashion brands Marie Zélie and Vesna in social media, providing a comparative study of a successful and a less successful strategy. This comparison could guide other actors in formulating their social media advertising strategies.

Millennials' brand legitimacy judgements amid a global crisis: A deeply rooted affair

AbstractMany established clothing brands did not survive the global COVID‐19 pandemic, while some unexpectedly departed from countries such as South Africa which is a gateway for clothing imports in Africa. This raised questions about consumers' legitimacy perceptions of clothing brands, hence brands' worthiness of support during trying times. This study subsequently investigated Millennials' beliefs about clothing brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to support self‐worth (cognitive legitimacy), arguing that this cohort, based on considerable market size and particular interest in clothing, significantly influences brands' survival in the marketplace. Uniquely integrating the Classical Delphi Technique, a focus group discussion and Means‐End‐Chain (MEC) analysis in a 3‐phase mixed method endeavour (involving N = 53; N = 10 and N = 350 participants respectively), the study identified Millennials' preferred clothing brand attributes and the related consequences associated with brands worthy of support. Using MEC's series of hierarchical value maps, findings were translated in terms of the underlying predominant values that direct Millennials' brand choices. ‘Hedonism’ and ‘security’ subsequently emerged as the predominant personal values—per Schwartz's (1994) value continuum—that drive Millennials' brand legitimacy inferences, suggesting pertinent approaches in retail to satisfy consumers' needs. Recommendations for future research include a differentiation of gender differences, and other demographic segments to facilitate market segmentation, and a follow‐up quantitative study. Implications for retail and business strategy are presented.

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

PurposeIn the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection (SBC) and what their effect is in enduring consumer–brand relationships (i.e. future channel-mix use and word of mouth [WOM]). This paper also explores the moderating role of product involvement in these relations.Design/methodology/approachThe authors carried out a personal questionnaire with a sample of 288 consumers who were recruited after leaving one of the stores of a clothing brand that is a successful example of distribution channel management.FindingsInsofar as consumers perceive channel-mix benefits, SBC will be higher and (or as a result) their future intentions with the brand will be more intense. In addition, the results show that product involvement moderates the relationship between SBC and channel-mix use intention and WOM.Originality/valueThis work contributes to channel-mix, relationship marketing, brand and product involvement literature by analyzing how customers may be retained in the channel-mix era through brand management and by considering product category involvement. This study merges brand and product variables to explore their impact on relationship marketing within channel-mix behaviors.

Особенности внешних вызовов российским торговым компаниям в современных условиях взаимодействия с европейскими маркетплейсами

The modern socio-economic environment surrounding organizations engaged in trade, including branded clothing, is characterized to a certain extent by new, unexplored factors, which creates conditions of high uncertainty when making decisions on the further development of this business. These factors form certain groups of external challenges for Russian trade organizations, which, in turn, are in a state of search for effective tools for strategic development in the current conditions. The purpose of the study is to identify the key factors that create external challenges for trade organizations interacting with consumers through marketplaces. Research methods include comparative analysis of sources, statistical analysis of the state of the trade industry (branded clothing trade sector), PEST analysis of the external environment to find the most significant factors that form external challenges for the industry in question, as well as SNW and SWOT analysis. The result of the study is a list of key factors that form external challenges for trade organizations that interact with consumers through marketplaces and their strategic reactions to them. The authors come to the conclusion that modern trading organizations that trade through marketplaces should take into account, when planning their further development, the state and trend of certain key factors that can have both negative and positive effects.

Ecotton: Rebranding a substantiable, sustainable ingredient brand

This case study provides an inside view regarding a highly successful B2B rebranding initiative in the clothing and textiles space. Enova — a B2B brand launched in 2008 as an eco-friendly unused-cotton reclamation process — was rebranded and relaunched in late 2022 as ‘precycled’ ‘ecotton’, with a view to greater solution descriptiveness and brand-essence clarity. Problems addressed in the present ecotton case include the following: (1) overcoming greenwashing scepticism; (2) renaming and repositioning the brand as a premier eco-friendly ingredient brand; (3) developing phase one of a celebrity-endorsement programme for the new brand; (4) identifying, connecting with and pitching consumer-facing clothing brands; and (5) simplifying the articulation of a complex technical solution. Important trends identified include the finding that greenwashing lawsuits by environmental advocacy groups as well as stricter governmental regulations are on the rise across the West, and, thus, brands must be able to authenticate eco-friendly claims, not simply be ‘certified’ as eco-friendly sans a concomitant ability to prove such claims. Notable success factors identified for ecotton — and that may also serve as takeaways for other authentically eco-friendly and social-impact-friendly B2B ingredient brands — include the following: (1) a portfolio of factory-proven interlocking patents allowing would-be waste materials to be transmuted into a high-value authentic (and authenticatable) green commodity; (2) a deep network of trusting connections at highly respected consumer-facing brands; (3) world-class branding and marketing skills; and (4) recognition that the recent emergence of greenwashing-related litigation and pending eco-regulations has created a forcing function and concomitant huge window of opportunity for authentic-and-authenticatable green inputs such as precycled ecotton.

The Influence of Green Marketing in Clothing Products on the Buying Habits of Teenage Girls

Green Marketing is a strategic marketing approach that an increasing number of companies are using to attract consumers. Consequently, it has led to the widespread dishonest use of such marketing, known as greenwashing. The goal of this study was to fill the knowledge gap on the relationship between green marketing and consumption behavior within fashion, specifically pertaining to teenage girls. Thus, the results will show the extent that the issue of greenwashing impacts female adolescent consumers. A mixed method approach was utilized consisting of a content analysis on the websites of five clothing brands and an online experimental shopping simulation. The content analysis was conducted under coding guidelines which split the green marketing into three different categories: product, brand, and renewal. The qualitative data from the content analysis was used to create the shopping simulation with the three forms of green marketing and no green marketing included. A post-test survey at the end of the experiment addressed confounding variables and provided further insights. A One-Way ANOVA Statistical Analysis was applied to the results of the shopping simulation and found no statistically significant relationship between green marketing and the buying habits of teenage girls. However, while not statistically significant, product green marketing had a notably higher influence than the other three categories, giving implications for brands and future research. Further insights from the posttest survey were notable in that only about 25% of teenage girls were aware of the term greenwashing, proving its deceptiveness among a relevant demographic in fashion.

Pengaruh Citra Merek, Kualitas Produk, Dan Harga Terhadap Kepuasan Konsumen Produk Pakaian Merek Erigo Di Kota Tangerang

This research was conducted with the aim of testing and analyzing the influence of brand image, quality, product and price on consumer satisfaction of Erigo brand clothing products in the city of Tangerang. The data used in this research uses a questionnaire instrument on consumers who buy and wear Erigo brand clothing in the city of Tangerang. The number of samples collected was 100 respondents. The analysis method in this research uses qualitative primary data with the test stages carried out, namely: validity, reliability, normality, heteroscedasticity, multicollinearity, multiple linear regression, coefficient of determination, F test and t test. The sampling method in this research is non-probability sampling with a purposive sampling technique. The testing tool used was SPSS 25. The research results showed that the Brand Image variable partially had no significant effect on consumer satisfaction, while the Product Quality and Price variables partially had an effect on consumer satisfaction. Simultaneously, the variables Brand Image, Product Quality, and Price have a significant effect on consumer satisfaction.

Research on the Marketing Strategy of Plus-size Women's Clothing -Based on 5C Theory

According to data, there are more than 90 million obese people and 200 million overweight people in China, many of whom are women. Therefore, the plus-size women's clothing market is increasingly demanded by the market. This article is based on the 5C theory to study the current marketing strategies of plus-size women's clothing in China and what marketing strategies should be adopted by Chinese plus-size women's clothing brands in the changing market environment. Through literature reading and analysis, it can be concluded that based on the 5C theory, the current marketing strategy of plus-size women's clothing brands is: In order to cope with the changing market environment, Chinese brands need to respond flexibly, continuously innovate and optimize marketing strategies, and keep pace with the times. Advance, maintain competitiveness, and integrate Chinese traditional culture and clothing to move towards the international stage.

Analysis of the Influence of Crossover Co-branding of Clothing Brands on Brand Image

In recent years, "cross-industry marketing" has become a relatively mature way of brand expansion, transformation and promotion in the clothing industry. Co-branded brands have also become the main research objects of scholars. Cross-industry co-branding can create new brand value on the basis of existing brands, and find more market possibilities, thus expanding consumer groups and improving brand equity performance. The research theme of this paper is the influence of cross-industry co-branding of clothing brands on the image of co-branded brands, among which the influence of the fit degree between brands on the brand image. This paper solved this problem through qualitative research and take the form of questionnaire survey in the group design. It is found that the fit degree between brands has an impact on the brand image, and the brand image with high fit degree is better than the brand image with low fit degree. Consumers have better brand cognition and more positive brand image imagination for co-branded brands with high fit degree. Therefore, clothing marketing management personnel should pay more attention to the "fit" of the brand when selecting partners, and give priority to choosing brands with high fit, such as complementary functional attributes and consistent image attributes.

Dress with finesse: why people wear clothes with logos

ABSTRACT Logos are part of a brand’s identity, responsible for its recognizability and what it stands for. Research showed that buying products easily recognizable by others is associated with status and/or conspicuous consumption. This research aimed to determine the reasons behind consumers wearing logo clothes. Building on existing literature, it investigated how status, conspicuousness, self-monitors, self-esteem, materialism, brand loyalty, opinion seekers and leaders, and gender influenced wearing visually branded clothing. A conceptual model was developed combining these constructs. An online questionnaire was conducted amongst 206 individuals, and the model was tested using PLS-SEM. Results indicated that materialism, conspicuous consumers, and brand loyalty affected the decision to wear logo clothes, whereas status consumers, self-monitors, self-esteem, and opinion seekers and leaders were not significant in explaining the dependent variable. Future research could expand the research to different countries and age groups.

Anta Sports International Acquisition Battle: From Nothing to Something and From Small to Big Metamorphosis

Under the impact of the three-year epidemic, China's total retail sales of consumer goods declined and consumers' propensity to consume continued to weaken, but sales in the sporting goods industry continued to grow steadily, with growth rates exceeding those of total retail sales of consumer goods. Chinese consumers are more resilient in their consumption of sporting goods, and after China's opening up, the proportion of Chinese people participating in outdoor sports has increased dramatically, creating greater demand in the market. In this context, the high-end outdoor sports brand beginning of the fire. However, in this the biggest winner is behind the Anta, a local Chinese brand acquired Finland's high-end sporting goods brand Amer Sports, and successfully turned a loss into profit. As matter of fact, such an opportunity Anta not only seized once, this paper focuses on the analysis of Anta's acquisition of FILA and Anta's acquisition of Amer Sports two classic cases, explored Anta through cross-border mergers and acquisitions to achieve the metamorphosis from scratch, from small to large, for other popular clothing brands to reshape the product grade, expand the share of the international market to provide experience and reference.

A Study of Female Body Shaming in the Fashion and Clothing Industry -Take Brandy Melville as an Example

Since ancient times, each era has had its own unique standard of beauty. The standards of beauty in modern society are very different from those in ancient times. In modern society, thin is beautiful, and women wear clothes to highlight their figures. This may not be a personal standard of beauty, but it has spread throughout society and is respected by many people. BM is an Italian clothing brand that goes by the full name Brandy Melville and is known for having only one size. BM style is a clothing style based on the clothes produced by this brand, which rose in the 1980s. Taking the BM style as an example, this paper will explore the origin, characteristics, popular reasons, and existing disputes of the BM style to demonstrate the aesthetic standards of todays society. This kind of aesthetic standard first produces certain negative effects on the body. Women who dont fit this criterion will get there in unhealthy ways. Secondly, it also has an impact on womens psychology. If woman does not meet this standard, they will be discriminated against by the society, by man, even by other woman who fits that standard. These negative effects show how ridiculous this aesthetic is.

Personality traits and its impact on continuance intention to use social networking sites to buy branded clothing

Personality traits are vital to study in the case of clothing buyers through social networking sites (SNS). In this study, an effort is made to bridge the gap by assessing the “big five” individual personality traits. These traits include neuroticism (extroversion), extraversion, openness to experience, conscientiousness, and agreeableness. In addition, customer value may moderate the link between personality traits and continuance intention. A survey of customers on Pakistani students was carried out. Structure equation modelling was applied to analyse the collected data from 450 respondents. Our research showed that extraversion, agreeableness, and neuroticism are all connected to the buying behaviour of students through SNS. Furthermore, this study confirms the moderating role of customer value between personality traits and purchase intention. The findings of this study have the potential to be beneficial for all stakeholders engaged in the buying and selling of clothing brands through SNS.

A preliminary investigation of niche clothing brand design optimization based on ADDIE model

Abstract This paper utilizes the ADDIE model and feature extraction method to analyze and study the design of niche clothing brands. Through the study of the ADDIE model, the model’s components are applied to the design of niche clothing brands. The three elements affecting the design of clothing brands are studied, and the main reasons affecting niche clothing brands are explored through the analysis of the integrity, normality and planning of clothing design. Combining color feature extraction methods to calculate moments is used to describe the color distribution of the images. The results show that the niche clothing brand design has great uniqueness compared to the mass clothing brand design, with an embodiment rate of 75%. Compared to other feature extraction methods, the detection rate for color feature extraction is 65%, corner point detection is 70%, and speckle detection is 59%.

PERILAKU MEMBELI PAKAIAN BEKAS (THRIFTING) PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS PAKUAN, KOTA BOGOR

Thrifting is an activity of shopping for used clothes with foreign brands that is currently popular, especially among young people. This consumption behavior is carried out by one of them by students, they buy foreign branded clothing (branded) but with used conditions (Thrifting) because it is considered cheaper but has good quality so that it creates a lifestyle. This study aims to provide an overview of how consumption behavior is carried out by Pakuan Bogor University students in buying used branded clothing (Thrifting). The method used in this research is qualitative with a phenomenological approach. Selection of sources using purposive sampling method. Data collection techniques were carried out by observation, interviews and documentation. The theory used in analyzing the data is the theory of consumption society by Jean Baudrillard. The results of the study show that Thrifting is a form of consumptive behavior of students of the Faculty of Economics and Business, Pakuan University, Bogor. The form of consumptive behavior is thrifting. Thrifting is a routine part of consumption for Unpak students because every time there is a new trend they will look for these clothes by thrifting either online or coming directly to the thrifting store. Thrifting is chosen because it is considered to be able to reduce prices and the quality offered is not much different from local products with new conditions. In addition, the comfort when used away.