Premium Essay

Fashion Culture

In: Business and Management

Submitted By kei20w
Words 10487
Pages 42
The current issue and full text archive of this journal is available at www.emeraldinsight.com/1361-2026.htm

JFMM 12,1

Attitudes toward domestic and foreign luxury brand apparel
A comparison between status and non status seeking teenagers
Ian Phau and Yip Siew Leng
The School of Marketing, Curtin University of Technology, Perth, Australia
Abstract
Purpose – The purpose of the current research is to determine if status and non-status seeking Australian teenagers differ in their attitudes toward buying domestic and foreign (i.e. Italy, Japan, China) luxury brand apparel. Design/methodology/approach – A total of 365 teenagers participated in this study through a self-completed questionnaire. Fishbein’s Multi-Attribute Attitude Model was used to measure and compare attitudes toward buying domestic and foreign made apparel. Repeated measure ANOVA and t-tests were utilized to examine whether the groups differed with regards to their attitudes toward buying luxury brand apparel, using a comparison of apparels “Made in Australia” with those “Made in Italy”, “Made in Japan” and “Made in China”. Findings – The research findings indicate that status-seeking teenagers have overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non-status seeking teenagers reported that they have more positive attitude towards Australian brands than foreign brands, and consider Australian luxury brands superior to all three foreign brands with regards to ease of care and comfort. Research limitations/implications – The findings is only limited to Australian teenagers and cannot be generalized to other nationalities or age cohorts. Practical implications – The study suggests that the Australian apparel industry should concentrate its marketing strategy on enhancing the...

Similar Documents

Free Essay

What Signs of Mod Culture Illustrate a Dominance of Masculine and European Influence Seen Through the Creative Mediums of Photography, Music and Fashion?

...WHAT SIGNS OF MOD CULTURE ILLUSTRATE A DOMINANCE OF MASCULINE AND EUROPEAN INFLUENCE SEEN THROUGH THE CREATIVE MEDIUMS OF PHOTOGRAPHY, MUSIC AND FASHION? Danny Lowe A Dissertation submitted in partial fulfilment of the requirement for the award of the degree BA (Hons) Fashion Photography London College of Fashion University of the Arts London Date: 15th April 2012 i Declaration I, Danny Lowe, certify that this is an original piece of work. I have acknowledged all sources and citation. No section of this literature review has been plagiarised. Signed: ….......................................................................................................................... ii TABLE OF CONTENTS Abstract List of Illustrations Introduction Methodology Literature Review Chapter 1: Chapter 2: Chapter 3: Historical and Cultural Contexts – Defining the 'Mod' and Youth Cultures in Post WWII Britain Americanisation – Music, Motives and Movement The Signs of Style iv v vi ix xi xi xvii xxi xxii xxiv xxvi xxviii xxix xxxii Interpretative Analysis Photography: Music: Fashion Conclusion Bibliography Appendix iii Abstract The purpose of this research study is to identify the signs of masculinity and European influence that dominated aspects of 'Modernist', or Mod, culture and lifestyle. The Mod is a British subculture which developed in the 1960's. The first stage of this study involves introducing the subcultural theories attributed to the......

Words: 8441 - Pages: 34

Premium Essay

Gap vs Zara

...super giant clothing retail companies of the world in this thesis. These two giants are dominating apparel retailing market nowadays with their simple and attractive with high level quality of clothes. We will try two analyze working culture, business performance and history, competition and geographic dominance of two clothing retailer giants. Years before two small stores opened and they succeed to dominate market with their modern style and different business doing. • Zara has already changed the fashion industry. - Business Insider Zara is most #58 biggest brand in the world according to Forbes. • America's largest apparel retailer is embarking on a turnaround plan to recapture cool customers. - Business Insider Gap inc is #745 Gap biggest brand in the worlds according to Forbes Zara shops followed swiftly in New York in 1989, Paris in 1990. Now the group has nearly 3,900 stores in 70 countries around the world. Gap has 3,100 stores globally and employs about 150,000 people. A Gap spokeswoman declined to comment on the loss of the top spot to Zara. Let's check analyses of these two giants with full provided information. Firstly take brief tour to their history and about founders. Brief History of Brands Fashion giant, Zara, forms part of the retail group ‘Grupo Inditex’ which Mintel (2007) acknowledges as one of the “largest, fastest growing and successful” clothing retailers across Europe. Grupo Inditex is formulated by an......

Words: 5155 - Pages: 21

Free Essay

Mary Quant: a Woman Who Completed Women and the Youth Culture

...Mary Quant: A woman who completed women and the youth culture During the 1960s, although Great Britain was referred as the empire on which the sun never sets, the nation itself was too busy in replicating and imitating culture and arts of France. Even the young nation, United States had the victory of seizing hegemony right after World War 2, which hurt the Great Britain’s pride. Not only the nation itself but also the people of Great Britain desperately wanted something “British-like,” something of their own. Furthermore, the social issues for wanting individualism, having a will to express their own selves, and second wave of feminism, more liberated life styles for women, erupted across the Western countries. New definitions of youth and femininity were epitomized through fashion typically created by Mary Quant, a British fashion designer. She had not only helped translating a generation of women, but also helped the failing British fashion industry into a thriving commercialism. Mary Quant was born in London, 1934. She studied illustration at Goldsmith College of Art and met her future husband, Alexander Plunket Greene and a former solicitor, Archie Mcnair. When she failed to become an art teacher, she teamed up with her husband and Mcnair to open up a boutique called Bazaar in Kings Road, London. In the beginning, she planned to buy clothes from the private wholesalers and sell it as retail items at her boutique, but with the limited designs,......

Words: 1068 - Pages: 5

Premium Essay

Fast Fashion

...htm JFMM 8,4 ACADEMIC PAPER 362 Fashion change and fashion consumption: the chaotic perspective Ka Ming Law, Zhi-Ming Zhang and Chung-Sun Leung Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hunghom, Hong Kong Keywords Fashion, Consumers, Young adults, Social change Abstract Previous researches have considered that the impact of fashion change and fashion consumption is linear. Therefore, one reason was found as the ultimate source to explain why a fashion style/ trend was spread to the mass market. However, the existing market is complex and difficult to find out the holistic reason to explain fashion consumption. In this study, the chaotic perspective is taken into account to investigate the relationship between fashion change and fashion consumption. By using the grounded theory method, 33 in-depth interviews were conducted. A chaotic fashion consumption model is developed from the findings to explain how different fashions are consumed and rejected while fashion changes. It is found that the interaction of being fashionable, perceived fashionability and system participation affects the ultimate decision on fashion consumption. It is also found that a pattern can be traced to forecast the degree of fashion consumption even when the fashion change phenomenon is chaotic. Thus, it is similar to the principle of chaos theory that short-term prediction is possible in relation to the degree of fashion acceptance among consumers. Marketing......

Words: 5832 - Pages: 24

Premium Essay

Drawing on the Resource Based View Literature, Evaluate Whether and How Zara Generates Sustainable Competitive Advantage.

...resources are responsible for its better performance while working in a dynamic environment which academics term as resource based view of the firm (RBV). The RBV analysis assumes that both resources and capabilities are important for better performance and explains why some firms perform better than others in an industry. Using RBV as a framework this essay aims to examine how ZARA generates sustainable competitive advantage. (Opening is good, you have been able to introduce theory that would be discussed the essay). “A fast fashion system combines quick response production capabilities with enhanced product design capabilities to both design latest products that capture the latest consumer trends and exploit minimal production lead times to match supply with uncertain demand” (Cachon and Swinney, 2011). Fast fashion is widely gaining recognition as being a key enabler for success for modern fashion retailers (Barnes and Lea-Greenwood, 2006). Fashion retailers such as ZARA, H&M and Benetton have adopted this strategy in order to enhance its business system and gain competitive advantage. ZARA was established in 1975 and is the flagship of Inditex (Industria de Disen˜o Textil) of Spain. In a relatively short span of time, ZARA became the largest and most internationalized of Inditex’s chains. At the end of 2001, it was operating in 507...

Words: 2205 - Pages: 9

Free Essay

Hhhhhhhhhhhhhhhhhhhhhhh

...Marketing Communications (SEC. 101) BENETTON UNHATE CAMPAIGN BENETTON UNHATE CAMPAIGN Benetton is supporting the “Unhate” foundation that contributes to the creation of a new culture of tolerance. While I am fully in support of this cause as our world definitely needs more tolerance in today’s era of hate and rivalry against each other. But still I find the ads offensive. The concept of unhate do not involve world leaders kissing each other on the lips. Maybe a kiss on the cheek would have been served the purpose more effectively than on the lips. Moreover I don’t think that the concept of unhate can happen while criticizing the beliefs of two of the world’s biggest belief systems by having the Pope kiss the Sheikh of Al-Azhar. Or maybe they want to show that tolerance starts with respecting the other person with different belief. I see the controversy in the idea. Moreover Benetton is a good quality clothing company of fashion industry. So I think this ad has been used by the company as a tool for fashion statement as company’s brand image and the cause they are supporting are not alligned to each other or compatible to each other. It's easy- it's marketing. They knew this would get people talking so they took advantage of the situation. It's not like their primary goal was to spread love and peace...well, I'll give them the benefit of the doubt. All the pictures displayed were fake and not real where world leaders were......

Words: 342 - Pages: 2

Premium Essay

Movie Review

...SYNOPSIS Overall this movie is based on fashion industry. Andrea Sachs, graduated in journalism try her luck to fill the most wanted position that been dreamt by girls which to be personal assistant to Miranda Prisley, a sophisticated executive of the runway fashion magazine. She among the luckiest person to be hired by Miranda. As Andrea does not have good sense in fashion, she always been undermine by her colleague as dressing code is a major thing in fashion magazine company. In order to be accepted by the company’s culture, Andrea starts to change her appearance. She became trendy and classy. The works had her to commit 24/7 hours per week and gradually abandon her relationship with her boyfriend, Nate and her friend, Lily. By realizing this, she resigned from her work and heal the broken relationship. With Miranda’s suggestion, Andrea later is hired by New York newspaper publication as a journalist. ISSUES AND PROBLEMS REVEALED IN THE MOVIE One of the problems faced by Andrea as revealed in the movie is pressure and stress she suffered because of her work. First of all, Andrea stressed out because of her non-conformance with the fashion magazine company’s environment. Even on the first day she was in the offices of Runaway, she received unpleasant glances towards her outfit that is not up to trend and it continues after she was hired and working in the company. Her colleague make fun of her fashion and talk about how she does not deserve the job......

Words: 2203 - Pages: 9

Premium Essay

The Teacher as a Professional

...MNE3701 - ASSIGNMENT 2 UNIQUE NO: 873203 Jasmin David (Student No. 35536500) Question 1: 1.1 ) Selecting a good Business Location. There are 5 key factors in determining a good business location; Customer Accessibility is important in determining the location of the business. The business (retail outlet/service firms) needs to be situated where there is easy access. In companies where the cost of shipping or transporting of the finished good is high, consideration should be given to produce or manufacture goods closer to the consuming market due to the excessive transportation costs. Business Environmental conditions. There are several conditions to take into consideration, such as competition, crime, legal requirements, weather or climate which may create a need for other products or product testing conditions. Eg. Air conditioners, heated pools, specific security measures, etc. Resource Availability. For any operation to be efficient and sucessful there must be adequate resources available. Resources such as raw materials are not always available in all areas, therefore a business that deals with manufacturing these raw materials should be located close by. Also labour supply and availability and access to transport should be considered. Entrepreneur’s personal preferences. It is normally the entrepreneur’s personal preference and convenience that influences the decision making when locating a business. Entrepreneurs may choose a local site or location with which they......

Words: 1307 - Pages: 6

Free Essay

Market Research Diesel

...on how they have an edge over their competitors. I know what’s their traffic on their store, and didn’t have to went to those stores for get the information needed to do this paper, I only went once to speak with the managers and the rest I was able to do it based on some research and the knowledge and experience I have from being a customer for both stores. I hope this research paper will met all your expectations and you learn something new about these retail stores. [pic] History Diesel was founded by Renzo Rosso in 1978. He wanted it to be a leader, a new type of company that will focus on style and fashion. So he carved out a niche for itself in its field. He started surrounding with creative, talented people, innovators that matched his new ideas, by rejecting the slavish trend following typical of the fashion industry. He wanted to create the most dynamic and imaginative product available anywhere: he gave his openminded design team broad stylistic freedom,...

Words: 3873 - Pages: 16

Premium Essay

Elithabeth

...REVIEW OF EXHIBITIONIn Fine Style: The Art of Tudor and Stuart Fashion (London, The Queen’sGallery, Buckingham Palace, 10 May–6 October 2013). Catalogue In Fine Style:The Art of Tudor and Stuart Fashion, ed. Anna Reynolds. London: Royal Collec-tion Trust, 2013. 300 pp. illus., over 320 colour. £45.00. ISBN: 978-1905686445(hb).‘In Fine Style: The Art of Tudor and Stuart Fashion’, described as the Royal Collec-tion’s first exhibition of royal fashion, presented the visitor with an impressive numberof Tudor and Stuart portraits, most of which were drawn from the Queen’s Collection.Over sixty pictures, some very well known and others less so, were used to exploreclothing worn by the English monarchy and nobility between 1485 and 1714. Thevirtue of selecting paintings spanning approximately 230 years of English and thenBritish history, ranging from Henry VII to Queen Anne, made it possible to focussharply on how royal fashions changed over a significant period of time. And thesewere turbulent times that saw the rise and fall of two royal houses, queens regnant aswell as kings, a minority, a regicide, and the Restoration. Against this context, maleclothing evolved from the doublet and hose worn with a long gown (favoured by HenryVII), to being accompanied by a short, semi-circular cloak worn nonchalantly on oneshoulder (by the reign of James I), to the coat, vest and breeches. This forerunner tothe modern three-piece suit was introduced by Charles II and became really estab-lished......

Words: 2352 - Pages: 10

Premium Essay

M&S and Zara

...M&S have a strong focus on consistent quality and high standards. They have been aware of technological factors and social changes within this market and have reacted in particular to the technological evolutions effectively, helping them to achieve one of their core competencies that is, quality. Driving forces in this industry proved difficult for M&S, globalization, the development of casual trends, and accelerating fashion cycles were major evolutions that became prevalent in the textile apparel industry, M&S were not reacting to these factors well and so they were becoming quite lost in their own market. Macro Economic Factors/PEST Analysis. Technological Issues The textile apparel industry is becoming to rely on technology for faster production systems and better quality products. We have seen that M&S have had a successful technological component to their organization, close co-operation with suppliers and the use of the latest technology has been the foundation for achieving the highest quality in their products. The fashion industry is going to keep evolving with the newest technology, it is vital that brands react to this macro-economic factor as it will be what may differentiate you from your competitors. Economical Issues A recession will have an enormous effect on M&S and this industry, along with their consumers. Costs will increase and prices will go down, leaving possible profits at a low. Consumer will have less disposable......

Words: 1878 - Pages: 8

Free Essay

How Fashion Has Reflected the Changes in Society

...How Fashion Has Reflected the Changes in Society INTRODUCTION Change is a theme that is ever-present in our culture and society. Often this change is reflected in the dress of its people. From the fashionable silhouettes of the 1920’s to the colorful 60’s, hip-hop look of 90’s up to the modern twist of today, social change and change in fashion has, in theory and practice, been linked. According to ask.com, Fashion can be defined as a prevalent style by a particular group at a particular time, and, therefore, may be linked to a specific cultural and historical context in which there is general acceptance of a given style or look Change in fashion was a direct result of class struggle or that it resulted from the need for the elite to maintain their distinction from and superiority over the masses. This, then, produced a “trickle-down” effect (Kaiser, the Social Psychology of Clothing) whereby the elite were constantly adopting new styles in order to maintain their distinction once the lower classes began to imitate them. In the past, it was rare for the poor to have new clothing, making it a most valued possession if they have one. Cloth even became a product of such great value that it became its own form of currency and was used as payment for services. There was also a tendency for social classes to imitate those directly above them in order to move up the social ladder and to be accepted. Throughout history the tensions and societal relationships that exist......

Words: 1429 - Pages: 6

Premium Essay

Fashion

...Changes of Fashion in the World Fashion is a general term for a popular style or practice, especially in clothing, footwear, accessories, makeup, body piercing, or furniture. Fashion refers to a distinctive and often habitual trend in the style with which a person dresses, as well as to prevailing styles in behavior. Fashion also refers to the newest creations of textile designers (Fashion). The more technical term, costume, has become so linked to the term "fashion" that the use of the former has been relegated to special senses like fancy dress or masquerade wear, while "fashion" means clothing more generally and the study of it. Although aspects of fashion can be feminine or masculine, some trends are androgynous (Bruzzi 2012), (Cumming 2004) The fashion industry is a product of the modern age. Prior to the mid-19th century, most clothing was custom made. It was handmade for individuals, either as home production or on order from dressmakers and tailors. By the beginning of the 20th century with the rise of new technologies such as the sewing machine, the rise of global capitalism and the development of the factory system of production, and the proliferation of retail outlets such as department stores clothing had increasingly come to be mass-produced in standard sizes and sold at fixed prices. Although the fashion industry developed first in Europe and America, today it is an international and highly globalized industry, with clothing often designed in one country,......

Words: 2088 - Pages: 9

Premium Essay

Garment Industry Analysis

...1. Introduction 1.1 Indian Textile Industry India is a traditional textile-producing country with textiles in general, and cotton in particular, being major industries for the country. India is among the world’s top producers of yarns and fabrics, and the export quality of its products is ever increasing. Textile Industry is one of the largest and oldest industries in India. Textile Industry in India is a self-reliant and independent industry and has great diversification and versatility. The textile industry can be broadly classified into two categories, the organized mill sector and the unorganized decentralized sector. The organized sector of the textile industry represents the mills. It could be a spinning mill or a composite mill. Composite mill is one where the spinning, weaving and processing facilities are carried out under one roof. The decentralized sector is engaged mainly in the weaving activity, which makes it heavily dependent on the organized sector for their yarn requirements. This decentralized sector is comprised of the three major segments viz., powerloom, handloom and hosiery. In addition to the above, there are readymade garments, khadi as well as carpet manufacturing units in the decentralized sector. The Indian Textile Industry has an overwhelming presence in the economic life of the country. It is the second largest textile industry in the world after China. Apart from providing one of the basic necessities of life i.e. cloth, the textile......

Words: 9221 - Pages: 37

Free Essay

H&M Case Study

...------------------------------------------------- Case Study on H&M Module 1, Business Organization and EnvironmentHuman, physical and financial resources to create goods and servicesH&M is a popular clothing store and it is usually cheaper than other brands. H&M carry out its goods and services through human, physical and financial resources. The resources are designer, stylist, Media (models), stakeholders, distributing channels (stores or online) and share holders. Human resources like designer, stylist, models and shopkeepers are promoted through media to attract customer to increase demands. Most importantly the clothing is up to date with the most recent fashion trend. It sets up a positive image that H&M’s clothing are fashionable and at the same time customers does not need to spend a huge amount of money to be fashionable. Promotion through media also helps gain popularity for their goods and services.H&M Physical Resources plays an important role to create goods and services. The distribution channels are the only possible direct access for customers to consume their goods and services. H&M has distribution channels world wide even on online stores. This various types of distribution channels not only increase its popularity but become similar to a convenient store where customers can easily access to H&M’s goods and services. The Financial resources come from the shareholders, customers and other stakeholders. These people are the......

Words: 4122 - Pages: 17