Clothing Brands Research Articles

“Liturgies in Kaaps” as demotic discourse for generating spiritual capital among youth

There is a close relationship between language, especially a first language or mother tongue language, and identity formation. There is furthermore a connection between liturgical celebrations, faith and identity formation. Recent debates about being Khoisan or Coloured reflect contestation to the term “Coloured” as an imposed racial identifier resulting in some living in a continuous state of displacement, migration or liminality. Kaaps is the language of some “Coloured” people in South Africa, especially in the Western Cape, and there is a nascent movement amongst speakers of Kaaps to gain formal recognition for their language. This is reflected through varying literary forms, the use of media and television, clothing brands and even liturgical styles of worship in churches. Included here is an ongoing project to translate the Bible into Kaaps. This chapter explores by means of a literature study the potential of Kaaps to generate spiritual capital amongst “Coloured” youth in South Africa by means of liturgies in Kaaps that, as demotic discourses, can counter the hegemonic discourses of English and Afrikaans liturgies and as such the importance and possibilities of liturgies in Kaaps as relevant to the faith and identity formation of youth.

“Immune from a Thousand Ailments”: Advertising Immunity in Australia, 1890–1945

ABSTRACT In the late 19th century, as the Australian public was adjusting to germ theory, a narrative of immunity provided new ways to understand resistance to disease. Advertising, particularly for patent medicines, frequently adopted a hyperbolic rhetoric of immunity to sell products. In this article, we use the Trove database to present the ways immunity was presented to the public in newspaper advertising between 1890 and 1945. Our article combines a broad overview of portrayals of immunity with three focused analyses that demonstrate immunity’s discursive range, its decoupling from immunological understandings and its insertion into capitalism. First, we show how clothing brands framed their products as modes of enhanced boundary protection superior to patent medicines. Second, we look to the connections between immunity and racial identity, revealing how advertisements followed an immunological logic: White Australians, advertisements implied, could immunise themselves against the unfamiliar by incorporating small elements of difference into their diet and health regimes. Finally, we unpack the advertisements’ oscillation between immunity as an enhancement to the body and as a remedy for an inherent bodily weakness. This movement, illuminated through Jacques Derrida’s logic of the supplement, reinforced the alignment of immunity with products and brands rather than immunological functions.

The change of consumer-domestic brand attitude under the influence of multi-period public opinion events: evidence from Chinese fast-fashion clothing brands

PurposeThis study aims to conduct a dynamic analysis of consumer attitudes towards domestic brands under the influence of multiple-period opinion events, providing methodological guidance for the overall development of fast-fashion clothing brands.Design/methodology/approachThis study takes the Xinjiang cotton event and ERKE donation event in 2021 as the samples and Weibo comments on the hot topic of the fact that ANTA’s total turnover exceeded NIKE’s on the 2021 Double 11 as the first and explores the process and influencing factors of consumer domestic brand attitude change through latent Dirichlet allocation (LDA) model.FindingsUnder the influence of multiple public opinion events, consumers’ attitudes towards domestic brands experienced changes from brand awareness and brand identification to brand loyalty. First of all, patriotism and the awareness of Chinese goods lead to consumers’ brand awareness. The social responsibility and perceived quality of the later stage will stimulate consumers’ brand identification. Finally, the matching of national pride and perceived products will promote consumers’ brand loyalty.Originality/valueThis study establishes a model of the evolution of consumer attitudes towards domestic brands, revealing for the first time from a dynamic perspective the factors influencing these attitudes. This study offers a novel perspective on the processes and structures of the relationship between consumers and domestic brands.

The ethnofuturism of Kazakhstan’s clothing brand “Global Nomads” in the Fashion Design

The ethnofuturism of Kazakhstan’s clothing brand “Global Nomads” in the Fashion Design

Investigation of a Brand: The Identity in Web-based Communication and Perceptions of Akhmadullina Dreams

In spite of the growing attention to brand research in recent years, few studies have sought to investigate a brand identity and its web-representation to better understand how it communicates its dispositional characteristics and how it is perceived by customers.The authors generate new insights and research propositions in a case study of the Russian women’s clothing brand “Akhmadullina Dreams” to provide findings on the brand identity and its contribution to the brand’s success.In this descriptive study, the Akhmadullina Dreams brand is defined through several analytical stages by using a mixed-method design.The initial stage involves multi-dimensional brand-related settings analysis [Kotler, 2006]: brand-as-person, brand-asproduct, brand-as-organization, and brand-as-symbol. Discourse and semiotic analyses uncover key brand features and the resemblances of the brand to a cultural concept. The critical discourse analysis determines the key features of web communication and its contribution to the brand identity.A psycholinguistic associative experiment shows how successful the brand is in maintaining its identity and delivering its primaries to the customers and, on the other hand, the meaning the customers perceive.The results have significant relevance for those in brand-related spheres: brand creators, content writers, fashion bloggers, linguists, and journalists.

Greenwashing Versus Green Authenticity: How Green Social Media Influences Consumer Perceptions and Green Purchase Decisions

Firms show their environmental efforts on social media in order to influence the green purchase decisions of environmentally conscious consumers. However, consumers remain suspicious of firms’ environmental claims. This study aims to assess the impact of green social media influence, greenwashing perception, and green authenticity perception on green purchase decisions. In addition, greenwashing perception and green authenticity perception mediate the relationship between green social media influence and green purchase decisions. Data on fashion clothing brands were collected from 413 respondents in Guangzhou, China. These data were analyzed through SPSS version 23 and Smartpls version 4.0.8 software. The findings of this study show that the relationship between green social media influence, greenwashing perception, and green authenticity perception remains significant. Similarly, the mediating relationship of green authenticity perception between green social media influence and green purchase decisions remains significant. However, the mediating relationship of greenwashing perception between green social media influence and green purchase decisions remains non-significant. The results of this study will be beneficial for fashion clothing brands, marketers, policymakers, and researchers. Moreover, this study provides practical guidance for stakeholders to gain maximum benefits from social media and avoid the harmful effects caused by greenwashing perception.

Environmental Awareness Toward Issues and Challenges of Sustainable Consumerism in the Indian Apparel Industry

This confirmatory study focused on studying the attitude and behavior as well as environmental awareness towards sustainable consumerism. The study also aimed to check if accountability on the part of brands and the government could enhance sustainability in the apparel industry. An empirical inquiry was conducted with 396 respondents, considering they are consumers with purchasing power. The collected data were analyzed using correlation and descriptive analysis. Based on the findings, consumers’ apparel use and brand accountability are positively associated. At the same time, it was found that the attitude and behavior of consumers are the least essential determinants for sustainable apparel consumption. This might imply that their optimistic outlook may not always translate into real purchase behavior, which is consistent with earlier studies. The results of this research provide a foundation for a better comprehension of the many factors, including the sustainability of a clothing brand or product, which may affect consumer behavior. This approach could help the fashion industry develop practical strategies and alter how people think about and utilize apparel in the future.

Study on the Consumption Behavior of Generation Z Buying China-Chic Products

The rise of the China-Chic culture has injected new vitality into Chinese clothing brands, with "New Chinese Style" clothing continuing to gain popularity. By innovatively exploring and recreating traditional Chinese culture, clothing brands have formed a unique, relatable, and resonant fashion consumption trend among the masses. Meanwhile, with the growth of Generation Z, their consumption attitudes and behaviors have influenced the development of the Chinese market. Taking China-Chic clothing as an example, this paper studies the factors influencing Generation Z's consumption behavior based on the theory of consumer value perception.

Reviving Old Tricks in New Tobacco Marketing: Presence of e-Cigarette Brand Names on Merchandise Promoted by Influencers on Social Media

Background Tobacco brand sharing or brand stretching involves the placement of tobacco brand names, logos, or other distinctive elements of tobacco brands, on nontobacco products, e.g., merchandize, such as clothing, sunglasses, or sporting goods. The Tobacco Master Settlement Agreement (MSA) imposed major restrictions on tobacco company marketing practices in 1999, including banning the sale and distribution of merchandize with combustible cigarette or smokeless tobacco brand names or logos. However, the MSA does not include restrictions on e-cigarette marketing, as these products were not yet on the market at the time of the settlement. Exposure to or use of e-cigarette branded merchandize advertised on social media could contribute to normalization of e-cigarette use by youth. Methods We estimated the prevalence of merchandize (e.g., t-shirts, caps, and key chains) with e-cigarette brand names or logos in 2000 TikTok videos (2021–2022) that featured U.S. and international micro-influencers (content creators with about 10,000–100,000 followers) who promoted e-cigarettes on behalf of e-cigarette brands. Results Of 2,000 videos, 152 (8%) had merchandise merchandise with e-cigarette brand names or logos; 125 (6%) featured micro-influencers wearing branded clothing items, i.e., t-shirts, caps, beanies, hoodies, and sweatshirts; and 27 (2%) featured influencers wearing or showing branded accessories, i.e., face masks, stickers, pins, mugs, car air fresheners, lanyards, and key chains. Conclusions Tobacco control authorities should consider adopting provisions banning the sale, distribution, and direct (e.g., by e-cigarette brands) or indirect (e.g., by influencers) advertising of merchandize bearing e-cigarette brand names or logos.

CONSUMER PREFERENCES IN THE FASHION INDUSTRY: A COMPARATIVE ANALYSIS IN DEVELOPING AND DEVELOPED COUNTRIES

This study has taken into consideration the most important factors that influence consumers’ choice of clothing by analyzing some of the most popular brands in the market. The study was completed in two countries making a comparison between the preferences of consumers in a developed and developing country. The method used is the Analytic Hierarchy Process (AHP), which, by structuring the problem, makes it easier to classify the criteria that influence consumers’ evaluation of clothing brands. Six main criteria, sixteen sub-criteria, and different fast fashion brands were considered. The results of this method revealed different priorities regarding the criteria between the two regions even though the most preferred brand was the same. These results help the companies included in the study to not only improve their products, but to have a better approach to the customer, and strengthen their competitiveness.

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.

Unlocking the omnichannel shopping myth: can service convenience, shopping value and channel congruence strengthen perceived trust and satisfaction?

PurposeThis study broadens the understanding of how omnichannel service convenience, shopping value and channel congruence affect customer perceived trust and satisfaction and, in turn, affect selection intention after an omnichannel shopping experience.Design/methodology/approachTarget participants were recruited based on previous purchases from the Japanese clothing brand Uniqlo. A questionnaire was distributed via social media. In total, 341 valid responses were collected for structural equation modelling (SEM).FindingsThe results revealed that in omnichannel shopping context, perceived trust and satisfaction are positively affected by service convenience and shopping value and are especially affected by channel congruence. Further analysis showed that perceived trust and satisfaction have a positive effect on omnichannel selection intention, with satisfaction playing a mediating role in the relationships of omnichannel service convenience, shopping value and channel congruence with omnichannel selection intention.Originality/valueThis study contributes to the literature on omnichannel customer behaviour by shedding light on the antecedents of intention to select omnichannel retailers from the customer’s perspective.

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.

Analysis of Light Asset Operation Mode and Effect

With the continuous impact of foreign clothing brands and intensified competition in the clothing industry, the light asset operation model centered on high value-added links has been adopted by more clothing enterprises. Semir clothing, as a typical representative, has significant research value. This article explores the light asset operation model of Semir Clothing and finds that the light asset operation model has a positive effect on the performance of Semir Clothing.

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.