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Abstract The term ‘re-birth’ refers to the redesign of stock items originally released through the distribution route for sale to consumers but returned to headquarters as unsold stock. As a sustainable fashion practice, products are analysed and redeveloped by designers for resale as new products. During this 4-month project, a South Korean handbag company partnered with senior apparel design students in Seoul to execute a re-birth collaboration for fashion handbags. This study addresses some of the issues that arose in the process of interpretation and application of this re-birth exercise, including the relationship between the university and company, the roles of the student designer and company design team, characteristics of the product selected, and the communication required to implement the project. The concept of re-birth was introduced to the students, followed by a collaborative design exercise. Finally, 2 of the 50 re-birth designs were selected by company designers and altered for resale.

Purpose ? To provide marketing and managerial insights to western companies selling denim jeans in China, specifically in Shanghai. Understanding consumers' perceptions of Western-branded jeans in a cultural-specific marketplace is the primary focus. Design/methodology/approach ? Combined methods included observation of shoppers wearing jeans in two malls in Shanghai and an anonymous survey. A total of 219 surveys were analyzed and consumer-perceived jeans attributes or related concepts were tabulated. Findings ? About one third of the observed shoppers were wearing jeans, which signified a relatively high popularity of jeans as casual wear in Shanghai. The design and fashion of jeans were deemed highly critical but were superseded by comfort and fit. Shanghai consumers distinguished brand origins only between the West and the East instead of by specific countries. Dissatisfaction with price and fit were identified. Research limitations/implications ? Questions were designed to screen out respondents who had not purchased and had no desire to purchase western denim jeans brands. Limiting the sample in this way offered some control for behavioral patterns, but conclusions are limited. Practical implications ? Content analysis of an open-ended question about consumers' perceptions of western-branded jeans helped discern attributes of jeans that consumers deemed most important. Marketers of western jeans can develop effective marketing strategies in tune with consumer preferences. Originality/value ? This paper researched consumers' perceptions of western denim jeans, a type of world dress, in a booming but foreign market in western eyes. The open-ended question solicited consumers' free responses, which in turn helped pin-point attributes of jeans that Chinese consumers value the most. [ABSTRACT FROM AUTHOR]

Purpose - The objective was to provide research-based insights from two groups of respondents as to their perceptions, preferences and desire to purchase Chinese - influenced Western dress. Design/methodology/approach - Ten images of models in designer clothing were selected that varied in degree of Chinese influence. College students from a US and a Chinese university, numbering 55 and 56 respectively, were asked to respond by ranking each image to discern their perceptions of ethnic influence and their preferences for and desire to purchase each of the ten images. Responses were compared and analyzed. Findings - A conclusion based upon analysis of responses was that degree of Chinese influence was less critical than the aesthetic character of the form itself. Some disagreement occurred in respondent's highest ranked preferences. Regarding preference and desire to purchase, US respondents ranked them similarly, while Chinese students ranked them differently. Research limitations/implications - The sample was confined to College students with similar majors in the two countries. Limiting the sample in this way offered control in age and interest, but also limited application of results. Practical implications - This study addressed the perceptions, preferences and purchasing desires for dress with Chinese influence in a cross cultural perspective. Respondents in this study preferred effective design of the whole image and not simply a borrowing of disparate ethnic attributes. Originality/value - Results provide a managerial guide for ethnic fashion marketers. [ABSTRACT FROM AUTHOR]

This study focuses on perceptions of registered brands sold in Shanghai. Brand identity has been studied in Western settings; this study expands understanding of brand identity from a Chinese perspective. Chinese shoppers in Shanghai shopping malls were asked to compare US and Chinese brands in a survey about their perceptions of product attributes, brand identification and store environment. In the analysis of data, US brands were evaluated more positively than Chinese on attributes of design innovation, workmanship, brand image, service, and display of products, while Chinese brands received more positive marks on fit and price satisfaction. Low brand loyalty among the Chinese shoppers meant that brand image and competition among brands are keen. To remain competitive, US companies which plan to increase their market in China need to pay attention to product quality and how brand identity is interpreted within Chinese culture. [ABSTRACT FROM AUTHOR]