Fashion Apparel Research Articles

Properties of Himalayan Nettle Fiber and Development of Nettle/Viscose Blended Apparel Textiles

ABSTRACT Nettle plants are grown naturally as forest weeds in Himalayan region without much explored economic value. The plant remains under-explored as far as extraction of fiber for textile and other industrial applications are concerned. Present study highlights a complete information, starting from fiber extraction, retting, production of blended yarns & fabrics, coloration and products development along with cost analysis. Himalayan nettle plant was considered for fiber extraction through microbial retting, yielded 1.25% dry fiber. Extracted fiber was characterized in details for physical, mechanical, chemical, thermal and morphological properties. Fiber having fineness of 2.2–2.4 tex, tenacity of 10–16 cN/tex, and elongation of 3% was blended with viscose fiber in 100/0, 75/25, 50/50, and 25/75 ratios to produce blended yarns. Those yarns and bleached & dyed yarns were utilized as weft to produce fabric in handloom, keeping cotton yarn as warp. Yarns and fabrics properties were also evaluated in detail. Apparel textile products, like female fashion wear (cost $ 13) and “shawl” (cost $ 39), were produced. The developed products are not only be fashionable apparel but also be fully biodegradable. Research findings advocate that nettle plant may be considered as an untapped potential source for fiber extraction and application in apparel textile.

Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement

Although there has been significant growth in the literature on customer brand engagement, there have been relatively few empirical investigations on its causes and effects. Companies increasingly seek customer engagement with their services and/or products to track their brand performance. The primary purpose of this research was to evaluate the relationship between consumer brand identification and customer brand engagement. This research examines the mediating influence of customer brand engagement on the connection between consumer brand identification and purchase intention. Furthermore, the impact of brand engagement on purchase intention is investigated in this article. The responses of 443 participants were collected using a convenient sampling method. A structural equation modelling (SEM) approach using partial least squares (PLS) was used to conduct the analysis of the data. This investigation's theoretical underpinning is supported by social identity theory. According to the findings of this research, consumer brand identification is the primary driver of customer brand engagement. Customer brand engagement partially mediates the link between consumer brand identification and purchase intention. Additionally, this study reveals that customer brand engagement impacts the purchase intention of fashion clothing businesses. In the context of fashion clothing brands, brand managers should analyse customer brand engagement's role, specifically in generating purchase intention. This study broadens our understanding of customer brand engagement within the context of the fashion apparel industry. This research contributes to the existing body of knowledge by expanding our understanding of the interrelationships between consumer brand identification, customer brand engagement, and purchase intention among consumers of fashion apparel brands in the emerging economy of Pakistan. Moreover, this study is exceptional since it investigates consumer brand identification in a novel context.

The Impact of COVID-19 on Online Fashion Apparel Purchase Intention

The purpose of this study is to determine the influence of Covid-19 on the intention to purchase online fashion clothing. A structured questionnaire was used to collect data from 231 customers in an online survey. The researchers utilised exploratory factor analysis to uncover the most important elements that influence customer behaviour while purchasing online fashion items. Multiple regression study revealed that situational variables, practical motive, and safety and precaution had a positive and substantial influence on customers’ online buy intention for fashion items. Hedonic incentive, on the other hand, had a minor impact, despite being beneficial on purpose. A structured questionnaire was shared with the respondents for data collection. The Questionnaire was floated between individuals who purchase fashion apparel online. The questions assessing the four predictors were first subjected to an exploratory factor analysis. Second, multiple regression was used to determine the influence of these variables on online purchase intentions among customers.

Investigation of English Language Needs of Trainers of Garment and Apparel Fashion Technology

In Ethiopia, English is given as a course starting from elementary school to higher education. Besides, it is the medium of instruction starting from secondary education. Even after receiving more than ten years of formal English language education in school, the students still remain inadequate in their ability to use the language and to comprehend its use in interaction both in verbal and written mode. The graduates of Ethiopian Technical University who become trainers in technical and vocational education and training (TVET) Colleges are expected to prepare teaching learning materials, provide training, conduct researches in their field of study, present project works and so on. In addition to field area knowledge, these tasks demand English language ability in order to execute their jobs successfully. Thus, this study was conducted to analyze the English occupational needs of garment and apparel fashion technology trainers. The findings reveal that the important English language macro-skills in workplace setting are writing, speaking, listening, and reading in descending order. The trainers have more gaps on speaking, and writing skills than the other two skills. The sub-skills are also identified and prioritized in relation to the four macro language skills; therefore, the most important sub-skills from each of the four macro-skills presented here. The three most important speaking sub-skills are giving lectures, giving oral presentation, and participating in pair/group discussions. From the writing skills writing operation sheet, writing project proposals, and writing information sheet are the first three most important sub-skills. Based on the findings, it is recommended to design an English course considering the relative importance and difficulty of English macro-skills and sub-skills. In addition, it is necessary to consider the trainees’ learning preferences when designing an English course in order to improve trainers’ language ability which makes them more effective on their job.

‘Seeing is experiencing’: impact of showcasing fashion merchandise on digital platforms

Purpose The principal purpose of this study is to analyze the consumer emotions on virtual merchandising in the context of social consumption ecosystem driven by value and lifestyle across the big middle consumer segment. Design/methodology/approach The qualitative information has been collected from 114 respondents selected through snowballing technique within the metropolitan area of Mexico City. A semi-structured research instrument was used to conduct the in-depth interviews online. Findings The results of the study indicate that technology-led virtual merchandising stimulates arousal and merriment among consumers, which converges the self-image congruence and appearance similarity. The subjects of the study have endorsed that visual stimulus leading to self-image and body image congruence develop consistent arousal and merriment, which lead to positive purchase intentions and buying decisions and inculcate the perception as seeing is experiencing. Research limitations/implications The samples drawn for this study may also limit the possibilities of generalization of the study results and map the consumer behavior in a predetermined pattern. Practical implications This study is founded on the theoretical maxims of theory of visual perceptions, cognitive theory of reasoning, theory of appearance and reality and Heider’s balance theory and contributes to these theories by explaining the relationship between the social self-concept and self-image congruence. Social implications Firms retailing online fashion apparel should also be engaged in developing user-generated contents through communications on social media encouraging experiential videos, slogans and reviews. Originality/value This paper significantly contributes to theoretical and practical implications on virtual shopping, emotions and beliefs and consumption culture.

Menguji Faktor–Faktor Determinasi Belanja Produk Fashion Apparel Saat Live Streaming Di Media Sosial

This study aims to analyze the influence of social influence, customer trust, shopping lifestyle, fashion involvement and impulsive buying intention variables on live streaming purchase decisions through social media in Jabodetabek. The data collection method uses a survey method with purposive sampling on a Likert scale. The object of this study were 200 respondents who were buying fashion apparel by impulse, live buying at online stores while live streaming via social media. This study used SPSS software version 24 and SEM (Structural Equation Modeling) AMOS version 24 for data analysis. The results showed: (1) social influence has a positive and significant effect on impulsive buying intention, (2) customer trust has a positive and significant effect on impulsive buying intention, (3) shopping lifestyle has a positive and significant effect on impulsive buying intention. (4) fashion involvement has a positive and significant effect on impulsive buying intention. (5) impulsive buying intention has a positive and significant effect on live streaming purchase decisions.

Bacterial cellulose grown from kombucha: Assessment of textile performance properties using fashion apparel tests

Bacterial cellulose (BC) has been suggested as a sustainable alternative textile for apparel. Previous studies have evaluated the production of BC sheets and the suitability of these to form garment shapes. The laboratory measured physical performance characteristics of BC from an apparel perspective remain relatively unexplored. The aim of this study was to produce reproducible sheets of BC, enabling the evaluation of the performance of the BC in an apparel textile testing context, and comparison to other textile materials. Grown in sterile black tea with glucose, the BC presented as a mesh of non-woven nanofibers, and thus comparison was made with three non-woven fabrics. It has also been suggested that BC could be used as ‘vegetable’ leather; therefore, performance comparisons were conducted with animal skins. Utilizing British, European and International standard test methods, the selected fabrics were evaluated for their performance in tensile, elongation, moisture vapor permeability and abrasion tests, relevant for an apparel end-use. Tensile strength testing revealed that BC is weaker than its animal counterparts but does display similar physical characteristics at the point of failure; however, it displayed a higher tensile strength than the non-woven fabrics chosen for comparison. BC was the least breathable and most moisture-retentive of all the fabrics tested, raising questions regarding its suitability and comfort for apparel applications in its untreated state. However, BC displayed superior performance when tested for resistance to abrasion, suggesting it could be best utilized in the form of encapsulated patches in items subjected to this type of damage.

Sustainable supply chain management practices, dynamic capabilities and competitive advantage: Evidence from Bangladesh ready‐made garments industry

AbstractThe ready‐made garments (RMG) production industry in Bangladesh has achieved a major presence in the global fashion apparel supply chain particularly due to the competitive advantage (CA) primarily attributed to its' large pool of low cost labor. However, the competitiveness of this industry is under threat from other emerging economies that are rapidly becoming lower cost production sources. As a result the Bangladesh RMG sector is under pressure to find alternate sources of CA by introducing sustainable supply chain management (SSCM) practices along with improving the dynamic capabilities (DC) of the RMG manufacturers. However, the extant literature indicates that there is a dearth of sufficient empirical evidence on whether SSCM practices in combination with improvements in management and technological capabilities of such enterprises leads to gains in CA. In order to address the aforesaid gap, this study draws on the integration of the SSCM practices view and the DC view, to propose a set of relationships that posit that environmental, social, and economic sustainability measures of SSCM practices along with management and technological capabilities will have a significant influence on CA. The hypotheses are tested by applying structural equation modeling on a sample of 345 export‐oriented RMG manufacturers in Bangladesh. The findings indicate that influence of social sustainability, along with management and technological capabilities, on CA is positive and significant. While the relationship between environmental and economic sustainability and CA were not significant.

Revolutionizing visual merchandising: A study on the acceptance of digital signage in Indian fashion apparel stores

Competition and evolving customers motivate fashion apparel retailers to adopt new survival strategies and provide a memorable experience. This study investigates the acceptance of digital signage among Generation Z. The researchers surveyed 254 participants on the most noticeable change from traditional signage to digital signage. Based on the significant change, the adoption of digital signage was studied using the extended UTAUT framework with additional constructs of engagement, vividness, and relative advantage. Visual merchandisers should pay attention to the vividness of videos, ads, and promotions of fashion apparel.

Impact of Fashion Trends on Visual Merchandising for Promoting Fashion Apparel Brands

Impact of Fashion Trends on Visual Merchandising for Promoting Fashion Apparel Brands

The implementation of purchasing omnichannel marketing based through the expansion of the UTAUT 2 model ,

This study studies the influence of omnichannel service benefits in customer product purchasing decisions and investigates the omnichannel adoption behavior of customers in fashion apparel retail in Bali. Data collection is completed twice in stages I and II, covering fifteen to thirty days (15-30). The population in this study is a group of Balinese customers with high adaptation to technology. The maximum sample in this study is 210 respondents. The study findings reveal that their path coefficient values supported some hypotheses while some others were not supported. The research findings indicate that the variables of service integration and perceived effectiveness cannot be proposed to expand the UTAUT 2 model. The technology familiarity variable can be the variable proposed to expand the UTAUT 2 model. This study’s findings confirm the inconsistent relationship between the effect of intention to purchase apparel products on product purchase behavior that could be overcome by studying behavioral intention to use behavior using a longitudinal method. Implications of research through the data collection method involves two stages of research by collecting the same sample group, which is declared to be able to observe changes in customer behavior.

A Review on Apparel Fashion Trends, Visual Merchandising and Fashion Branding

A Review on Apparel Fashion Trends, Visual Merchandising and Fashion Branding

A Qualitative Study of Mindfulness, Sustainable Consumption and Consumer Well-Being and their Interrelationships

Consumers are becoming increasingly aware of the environmental degradation, negative economic consequences and social injustices caused by the unsustainable consumption of clothing products. Overall, therefore, sustainability requires more sustainable production of fashion apparel products as well as more responsible consumption behaviours by individual consumers. To gain a clearer picture of the concepts of mindfulness, sustainable consumption and consumer well-being and their interrelationships, in-depth interviews were conducted with individual consumers. The results of this study indicate a positive relationship between these three concepts as well as an overlap between the concepts of mindfulness and well-being.

Analysis of golf apparel purchase decisions using the extended model of goal-directed behavior

We surveyed the golf fashion apparel purchase decisions of 270 golf players in Korea using the extended model of goal-directed behavior. Frequency, confirmatory factor, reliability, correlation, and path analyses were performed and structural equation modeling was used to analyze the data. Attitude, subjective norms, and perceived control were not significantly associated with golfers' desire in relation to apparel purchase decisions. However, positive and negative anticipated emotions and prior knowledge positively impacted their decisions, and prior knowledge and desire were positively associated with their purchase intention. Golf fashion apparel was purchased for users' own benefit, as a need-based emotional decision based on prior information, as opposed to being a spontaneous purchase made to attain greater social status. An increase in the demand for golf apparel purchases leads to an increase in golf participation, which will have a positive impact on the popularization and growth of the golf industry in Korea.

The Role of Consumers' Emotions in Online Impulse Buying of Fashion Apparel

This study examined emotions as predictors of subsequent buying behavior. The primary aim of this research was to investigate consumers’ experience of impulsive buying in the online shopping environment and the influence that emotions have on these experiences, focusing on fashion apparel. Hypotheses were developed around the premise that emotions play a prominent role in everyday decisions, including an individual’s impulsive decisions and buying behavior. The study used a self-administered 10-item questionnaire to test the hypotheses. One hundred and twenty-eight people (N=128; 55% men, 45% women) from various parts of the world, with persons aged between 18 and 34 (77.34%) most represented, completed the survey. The data revealed a strong correlation between negative emotions and impulse buying, and between low arousal of negative emotions and impulse buying. Other results and implications are discussed.

How Social Media Marketing Activities Influence Brand Loyalty through Brand Identity and Brand Awareness during COVID-19

Social media is great news for businesses and brands in this pandemic situation and at best it can benefit both big and small brands. Once you know the numbers, it’s easy to understand why businesses and consumer marketers unanimously believe that social media is essential to building a brand. Therefore, the purpose of this study is to identify the impact of social media marketing on brand loyalty through brand awareness and brand identity of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners while analyzing the mediate effect of brand awareness and brand identity. The study employs a quantitative research method where the sampling method is followed by a convenience sampling technique, and study data is collected from consumers in the fashion apparel industry in Sri Lanka through the online survey questionnaire with social media users. Based on the samples of 285 respondents, Structural Equation Modelling has been used for analysis. The results showed that social media marketing influenced brand awareness, brand identity, and brand loyalty, and also, brand awareness and brand identity influenced brand loyalty. The findings further prove that brand awareness and brand identity can mediate the effect of social media marketing on customer loyalty which is promoted through social media. As a result, social media marketing has enhanced the brand and consumers can easily remember the brand as the brand visibility on social media platforms increases. Research has shown how fashion apparel consumers interact with the brand through social media and how fashion apparel companies build awareness and identity about their brand when they hear their hiccups by interacting with social media.

Blockchain Technology in the Fashion Industry

The concept of fashion has been coupled with technology, where technology has become the protagonist. The transparency between an organization and a customer works as a catalyst, and the customer has taken a more mainstream role. With blockchain technology, companies can reconnect with customers and customers can track the journey of a product from its raw materials to the finished goods. The primary focus of the study is on services and data collected from the following sectors, namely fashion, apparel, and online platforms. The author's main goals are (1) to illustrate an overview of how big data is transforming the service industry, especially the fashion and design sector, and (2) to present various mechanisms adopted in the service industry. The study aims to investigate a model that fits through EXT-TAM and uses additional attributes of blockchain technology with a special reference to fashion apparel. The findings of this study depict a model, where PEOU, PU, and attitude are the major constructs and present a win-win scenario for both the customer and the organization.

The fashion retailer's opportunity: effect of deal-seeking behavior on mobile shopping intention of showroomers

PurposeThis study aims to examine the positive impact of showrooming on the fashion retail business by examining the interrelationship between deal-seeking on mobile devices and digital coupon redemption intention on mobile shopping intention.Design/methodology/approachPurposive sampling was used to obtain data from 496 fashion apparel customers using the database of an online survey collection platform. Stimulus organism response (S-O-R) theory was used to examine the influence of showrooming on showroomers' mobile shopping intentions.FindingsThe findings suggest price consciousness is negatively related to showrooming and product involvement is positively related. In addition, showrooming affects the intention to redeem digital coupons and mobile deal-seeking. The intention to redeem digital coupons boosted mobile deal-seeking behavior. The impact of mobile deal-seeking on showroomers' mobile purchase intention is significant.Research limitations/implicationsThis research focused on fashion product consumers and generalization of the findings may be limited. The literature on positive effect of showrooming phenomenon on brick-and-mortar stores are scarce further extensive research may provide substantial generalization.Practical implicationsThis demonstrates how showroomers may be successfully enticed to make purchases on the Brick-and-Mortar (B&M) store's online channel.Originality/valueThis study provides insights on navigating the showroomers into online channel customers.

When is Value Chain Strategy More Powerful?: GVC Management in the Korean Fashion Apparel Industry

Our research hypothesized and empirically examined different types of GVC management strategies and the impact of those on the focal firm’s export performance. We collected data from 142 South Korean fashion apparel firms from 2006 to 2016, and conducted panel regression analysis. The two main effects of GVC management strategy – vertical integration and horizontal expansion of value chain – was found to be positively associated with the focal firm’s export performance. We found R&D investment to be negatively associated with the focal firm’s export performance. Results of the impact of two different combinations of strategies on the focal firm’s export performance demonstrated interesting contrast. On the one hand, vertical integration created a strategic trade-off, weakening the positive impact of horizontal expansion of the value chain on export performance. On the other hand, vertical integration created appropriable rents and weakened the negative impact of R&D investment on export performance.

Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts

The circular economy is one of the crucial issues in fashion because the fashion industry is a major global polluter. Many consumers are adopting a more sustainable lifestyle and it shows in their buying preferences and behaviors. This study aims to predict sustainable fashion apparel consumption using an extended version of the belief–attitude–intention framework, by investigated the moderating effect of generational cohorts. Particularly, the study emphasizes the rental apparel, second-hand apparel, and recycled apparel markets. Survey data were collected from 135 Generation X consumers, 134 Generation Y consumers, and 139 Generation Z consumers in Taiwan. Structural equation modeling and the bootstrapping method were applied to test the hypothesized relationships. The findings determined environmental consciousness, perceived value, and perceived risk as key predictors of consumers’ sustainable apparel purchase intentions. The findings also showed that the generational cohort negatively moderated the relationship between environmental consciousness and sustainable apparel purchase intentions. Therefore, fully understanding consumers’ purchase intentions regarding sustainable apparel is an indispensable topic for both academia and industry in a circular environment. Moreover, the fashion industry should concentrate more on promoting sustainability and ecologically friendly apparel products as well as developing multi-generational marketing strategies.