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Purpose The purpose of this study was to explore whether a “value-action gap” exists between what members of the adolescent Generation Z (Gen Z) cohort value and how they act by investigating their actions related to sustainable and responsible fashion consumption (SRFC). Specific focus was placed on understanding these actions across the apparel consumption cycle, ranging from the acquisition, to use and disposal stages. Design/methodology/approach Forty-one members of Gen Z (20 males and 21 females) ranging in age from 15 to 18 participated in a total of seven focus groups. Findings Three emergent themes were identified and used to structure the interpretation: unintentionally sustainable, a knowledge conundrum and perceived barriers. Research limitations/implications The majority of focus group participants were Caucasian, and all were teenagers from a single geographical area in the Southeastern USA. Findings provided by this study offer insight regarding the SRFC habits of Gen Z relative to their concerns regarding sustainability and social and environmental responsibility. Practical implications Findings offer practitioners an opportunity to better understand how to address the needs of this generational cohort as they progress through adulthood. Originality/value Findings of this study investigate the value-action gap to offer insight into how adolescent members of Gen Z make consumption decisions, and specifically within a framework of the apparel consumption cycle as a whole, including acquisition, use and disposal. Findings also reveal some of their more general views on SRFC.

Research in supply chain management focused on the buyer-supplier relationship (BSR) indicates that costing practices can impact relationship quality and performance. Yet, few studies have examined how the supplier’s costing methods affect the BSR. To address this gap, this study investigates the role of open costing in the BSR within the apparel supply chain. Open costing is a popular costing practice in which a supplier compiles an itemized list of costs rather than a fixed price. To examine the extent to which open costing is practiced as part of BSRs, interviews were conducted with 30 professionals operating as suppliers in China and Bangladesh. A thematic analysis of the interview data identified several factors important to open costing and the BSR, including Mutual Trust, Fairness, Flexibility, Efficiency, and Sustainability. Findings shed light on the mechanism and practice of open costing within the BSR, and specifically from the perspective of suppliers.

Graduates of apparel programmes are entering a workforce that requires the use of emerging technologies that are relevant to performing job requirements. Among apparel companies, virtual technologi...

Purpose The purpose of this paper is to explore experiences with shopping for apparel among mothers of young girls who wear plus sizes. Design/methodology/approach A qualitative approach was employed to collect data, including in-depth interviews and online observation. Interviews were conducted with mothers because the literature indicates that they typically function as intermediaries between social forces and their children’s developing perceptions of self. Findings Three primary emergent themes were used to structure the interpretation: the style factor, a good fit and working around the label. Findings of this study reveal the extent to which the mothers face challenges in finding stylish, age appropriate and well-fitting plus-sized clothing for their young daughters, despite the increasing number of retailers offering expanded children’s sizes. Originality/value Despite the notable increase in children who wear plus sizes, there has been little research on the needs of this group, and particularly among those of early (3–5 years) and middle childhood (6–11 years). Although research on plus sizes among adolescents is on the increase, the difficulties of conducting research with younger children in general have likely resulted in a gap in knowledge about their plus-size apparel needs. However, this study offers new insight on the topic of plus sizes in apparel from the perspective of parents as household consumption decision makers.

PurposeThere are numerous design principles that can guide strategic decisions and determine good product design. One principle that has received considerable attention in the literature is the MAYA principle, which suggests that consumers seek a balance of typicality and novelty in products. The purpose of this paper is to test the MAYA principle specific to various categories of apparel. By drawing from the MAYA principle as a two-factor theory, the effects of specific aesthetic properties (i.e. typicality and novelty) of apparel products on consumer response were examined.Design/methodology/approachAn experimental design in three phases was implemented.FindingsResults revealed that typicality is the primary predictor of aesthetic preference relative to pants and jackets, while both typicality and novelty are significant predictors of aesthetic preference relative to shirts, suggesting that the MAYA principle better explains aesthetic preference relative to shirts.Research limitations/implicationsUnderstanding consumers’ reactions to product design provides potential value for academics as well as practitioners.Practical implicationsConsideration of both aesthetic properties is needed when implementing the MAYA principle in apparel design.Originality/valueAlthough studies have examined the MAYA principle relative to consumer products, few have examined how the principle operates relative to apparel products. The definition of a design principle, such as the MAYA principle, assumes that the logic proposed should apply to all types of products. Yet, this empirical study reveals that this is not the case when applied across different apparel categories.

Despite academic interest in the Centrality of Visual Product Aesthetics (CVPA) construct, studies are needed that further explore the importance that specific visual aesthetic properties of apparel holds for consumers. Based on the two-factor theory called the Most Advanced, Yet Acceptable principle (MAYA principle), this study empirically examines the influence of the CVPA on aesthetic preference relative to apparel products. As most studies exploring the MAYA principle have relied on a repeated-measures design, an experimental between-subjects design was employed. By using stimuli of apparel products with various levels of typicality and novelty, the influence of individual differences measured by the CVPA in aesthetic response was investigated. Results suggest that while the MAYA principle holds for the evaluation of the tested products, the CVPA does not moderate their evaluation. Findings also identify product attributes that further clarify the properties of typicality and novelty in the tested products.

The purpose of this paper is to improving pant fit for young Chinese consumers with Y body shape. For the study, a survey about pants purchasing preferences and fitting problems and 3D body scanning system to obtain the body data were adopted to the female college student in Hangzhou, China. A fitted pant was created in 3D design software (CLO 5.0) which is refer to the body size from 71 samples, to find the size difference by compared with the prototype produced by the basic structure method. It was found that the young female was underweight and the proportion of Y body type was higher than the Chinese National Standard Size system. It proved that the waist, hip, abdominal, and thigh were the main factors influencing their body shape and fitting. Solutions to provide good fit may include creating sizing for a subset of young Chinese female consumers and developing custom-fit methods.

Relationship building in the apparel industry is becoming more complicated than ever due to intense competition in the market. One way to compete is to build strong supply chain relationships. To this end, an in-depth understanding of the supplier perspective, and particularly supplier satisfaction with a buyer supplier relationship (BSR) is necessary. Existing studies have largely focused on satisfaction from the perspective of the buyer. The purpose of this study, therefore, was to investigate the affective and cognitive dimensions of satisfaction that impact the BSR from the supplier’s perspective, within the context of Power-Dependency Theory. In-depth interviews with 20 apparel suppliers in China revealed that both affective and cognitive dimensions of satisfaction impact the BSR. A model of supplier affective and cognitive satisfaction within the buyer-supplier relationship was developed to illustrate the connections between the two dimensions. Further study on relationship satisfaction from the supplier perspective is needed.

Hijab is mandatory for every woman in Iran. However, while some women adhere to the strict guidelines and cover their hair and body when in public, others wear hijab only to the extent that they avoid breaking the law, a practice known as bad-hijabi. Recent studies have explored Iranian women's willingness to protest hijab through their social media activities. However, few studies have examined bad-hijabi as another form of resistance. The purpose of this study was to explore the topic of bad-hijabi from the perspective of women who have worn badhijabi. In-depth interviews were conducted with twenty Iranian women and a thematic interpretation of the data revealed that they use badhijabi to compensate for the inability to freely express the self through appearance, as well as to dissociate from messages communicated by hijab. Further research is needed on how bad-hijabi impacts the complex meanings communicated by women's appearance in Iran.

Typicality has drawn considerable interest among academics and practitioners and has been employed by fashion companies seeking to increase consumer interest in ‘basic' products. However, limited research on typicality focuses on apparel products, as most studies on this property have focused on other consumer products (e.g. chairs). Based on preference-for-prototype and categorisation theories, the purpose of this study was to investigate consumer perceptions of typicality as an aesthetic property of apparel products. This mixed-methods research identified the mental images consumers have as the prototypes of the apparel categories of pants, jackets, and shirts. This study contributes to the aesthetics, clothing and textiles, and product design literatures by offering insights into the aesthetic property of typicality from the perspective of the consumer. Findings guide apparel brands seeking to further incorporate the aesthetic concept of typicality into their product designs.

The purpose of this study was to conceptually aggregate and assess resource networks available to firms looking to reshore. Three resource networks were mapped to better understand the landscape in the Southeastern United States, which had been home to much of the domestic textile products manufacturing sector. Manufacturing Extension Partners, the Economic Development Association's Cluster Mapping Project and the National Excess Manufacturing Catalog were reviewed relative to seven states in the region, Alabama, Georgia, Tennessee, Mississippi, North Carolina, South Carolina, and Virginia. The results offer insight into the potential for rebuilding domestic textile and apparel production in the region.

The two-fold purpose of this study was to develop an approach to teaching virtual technology that is apparel industry specific and to conduct a preliminary evaluation of the resulting outcomes to better understand the needs of apparel students as virtual technology learners. This study employed a three phased, mixed-method research design. Phase I consisted of an on site presentation of a virtual prototyping software to students in an introductory apparel studies course. Phase II consisted of two weeks of training on the software. A pretest was administered to the students prior to the start of the training and a posttest after the training was completed. Phase III consisted of in-depth interviews where students were asked to reflect more broadly on the learning experience. Findings of the study contribute to what is known about how students learn 3D technology applications.

The aesthetic property of typicality has received much attention in recent literature as well as being empirically employed by the fashion industry in order to better appeal to consumers. Yet, despite the academic and managerial interest in typicality, there is little research on the topic as it relates to apparel products. One exception is a study by DeLong et al. (1986) which found that consumer response is influenced by product property configurations in apparel that have been previously experienced. The purpose of this study was to develop an understanding of how consumers perceive the property of typicality when applied to apparel products. Based on a multilevel measure of typicality (Tyagi and Whitfield 2014), the focus of the investigation was on the silhouette, which includes the basic parts or elements of the apparel product. To this end, this research is grounded in categorization (Rosch et al. 1976) and preference-for-prototype theory (Whitfield and Slatter 1979), in order to explore and identify the prototypes that consumers have in their minds regarding three categories of apparel products: pants, jackets, and shirts.

A key to increasing a firm’s competitiveness is building long-term, collaborative buyer-supplier relationships (BSR) is collaborative costing practices. “open costing” is an increasingly popular method by which a supplier uses the best knowledge available to compile an itemized list of factors deemed necessary in the production of the product sought by the buyer, rather than a fixed price. Few studies have examined how the supplier’s costing methods in the context of the global apparel industry. In this study, the theoretical framework of social exchange theory was employed to investigate the role of open costing practice in the BSR. Interviews were conducted with 30 apparel suppliers in China and Bangladesh. The results identified several factors important to open costing and the BSR, including Mutual Trust, Fairness, Flexibility, Efficiency, and Sustainability. Findings shed light on the practice of open costing within the BSR and apparel SCM from the perspective of suppliers.

Given the high number of small-sized apparel-related businesses operating within the global economy, it is likely that graduates of apparel programmes in higher education will go on to work for a small business or to partner with such firms in the global manufacturing process. This study reports on findings derived from interviews conducted with 30 entrepreneurs and small business owners in four countries: India, South Africa, Russia, and Thailand. Companies were positioned at key points along the supply chain, including design, manufacturing, as well as small retailers. Five factors were identified as critical for successful apparel-related entrepreneurs and small businesses: relationship-building, niche identification, resourcefulness, community engagement, and global awareness. Findings suggest that entrepreneurship and small-business-related education within apparel programmes should focus on developing students’ entrepreneurial competency relative to these factors. Moreover, findings suggest ...

Parental investment in education is a common phenomenon in many countries, but in South Korea this investment could be considered exceptional. Researchers have described Koreans’ enthusiasm for education as education fever, or “the national obsession with the attainment of education” (Seth 2002, p. 9). In Korea, household expenditures on education occur primarily for private education services, marketed by private companies rather than public/private preschools, which include a variety of educational programs, such as English, art, and sports academies, as well as reading, math, and writing tutoring (Korea National Statistics Office 2012). Today about 50 % of children in Korea under the age of six participate in one or more private education program and 49 % of Korean preschool parents said that they have faced financial burdens to support such participation (Shin 2014).

This paper sheds light on issues of gender roles and gender hierarchies using Goffman’s theories on gender and performance as a starting point to explore modern-day manifestations of power structures in political marketing, particularly as related to female politicians. In-depth interviews with four female politicians, 17 aides, volunteers, PAC and media executives as well as two focus groups with registered voters reveal subordination of female politicians through hyper-ritualised displays of social relations. The findings showcase how appearance is used to facilitate the ongoing objectification of female politicians in political marketing and devalue their candidacies. This study is an important step in examining the role of gender and appearance in political marketing and its importance in building brand image for a female politician.

Purpose – The purpose of this study was to explore strategies used by successful female entrepreneurs to manage the challenges of running a small apparel business. Design/methodology/approach – A qualitative research design was used. Primary and secondary data were collected on small business in three countries: Russia, South Africa and Thailand. In-depth interviews were conducted with a total of 11 female small apparel business owners. Businesses ranged from tailoring and custom clothing shops, to small-scale design and production, as well as small apparel retail stores. Findings – Three emergent themes highlight the similarities and differences that surfaced across the participants’ narratives. Key issues within the thematic areas point to the need for these women to be creative in finding resources to start and grow their small apparel businesses, and to manage the competition that they face within this industry. Research limitations/implications – It is difficult to generalize the findings of this study beyond the sample. Implications of the findings for understanding the needs of female apparel entrepreneurs and small business owners are considered. Originality/value – Despite the significance of women to the apparel industry as well as small business ownership, thus far, the role of women as apparel entrepreneurs and small business owners has been under-examined in the literature. This study offers insight into what it is like for women seeking to succeed as apparel entrepreneurs and small business owners.

The purpose of this paper is to report on outcomes of a 3-year collaborative project that addresses the need for future professionals with entrepreneurial knowledge and small business skills. The multiphase project involved partnerships developed between textile and apparel faculty at four U.S. universities and faculty in similar programs at universities in Thailand, India, Russia, and South Africa. Based on primary and secondary research conducted with small apparel businesses and entrepreneurs in the five countries during Phase I of the project, eight modules were created for integration into existing textile and apparel courses during Phase II. Phase III focused on the assessment of students’ knowledge and skills following delivery of the modules. This paper reports on the results of module assessment via a repeated measures experiment using pre- and postsurveys that included closed- and open-ended questions. Analysis of the quantitative and qualitative data indicated that modules helped to increase students’ entrepreneurial knowledge and small business skills from a global perspective.

The purpose of this study was to investigate how the loss of textile product manufacturing has impacted two rural towns in the southeastern U.S. In-depth interviews were conducted with 33 residents in the two towns. Participants represented a variety of stakeholders, including local elected officials, business leaders and government representatives along with displaced workers, former textile firm executives, local community college administrators, and small business owners. Key issues within three thematic areas point to the need for both towns to reinvent themselves after the loss of textile product manufacturing. Both communities are focusing on the future through economic development strategies that include tourism to draw on the textile industry heritage of the area. Findings point to the impact of declining manufacturing employment on rural communities and the people that live within them, while highlighting how the industry can remain an important part of a textile town's identity.

Over the past several decades, there has been a considerable shift in the form of masquerade costumes worn during Trinidad Carnival. With the growing popularity of Carnival, there are increasing concerns about whether the modern style of costume will lead to the disappearance of Carnival s traditional meanings. This study employs an ethnographic methodology to understand dress at Carnival in the context of a 21st century global society. Data collection took place in Trinidad during the Carnival season and employed the methods of participant observation, depth interviews, and photographic documentation. Data were analyzed for emergent themes, and an interpretation of the significance of changes in masquerade costume for understanding Carnival was developed. Further research on the role of the dressed body at Trinidad Carnival is needed to fully examine the power of dress to define Carnival and shed more light on its importance.

This study examined the impact that aspects of self-concept (i.e., generalized self-efficacy, public self-consciousness, state hope, self-esteem) have on clothing selection motivation and life satisfaction among disabled consumers. A total of 318 questionnaires were completed by participants, the majority of whom had either a mobility impairment or a visual impairment. Structural equation modeling was employed to test the hypotheses. Results indicated that for disabled consumers, generalized self-efficacy, public self-consciousness, and state hope were related to self-esteem, and also self-esteem positively influenced the assurance dimension of clothing selection motivation. Additionally, a significant relationship was found between life satisfaction and the individuality dimension of clothing selection motivation. Results shed light on the social/psychological factors influencing the clothing choices of disabled consumers and address a gap in the literature by considering clothing use among disabled consumers.

PurposeThe purpose of this paper is to explore factors important to the product choice stage of the decision‐making process for the men's branded underwear consumer.Design/methodology/approachA qualitative approach to data collection and interpretation was used. Individual in‐depth interviews were conducted with fifteen participants who had purchased men's branded underwear within six months prior to the study. Eight males and seven females, aged 23‐55, were given a voucher to purchase men's underwear at a designated US department store and asked to bring their purchases to the interview. A semi‐structured interview schedule was followed which posed open‐ended questions about purchasing men's branded underwear in general and specifically with regard to the use of the voucher. Interviews were audio recorded with participant's consent and lasted approximately 45‐60 min.FindingsA thematic interpretation of the interview data led to the development of three emergent thematic areas used to explore issues that surfaced within and across responses. Factors important to participants' decision‐making are discussed relative to their product choices. A typology of consumer profiles was developed from the data based on involvement level, brand loyalty, gender, evaluative criteria and silhouette preference.Research limitations/implicationsLimitations of the study include a focus on perceptions of US consumers located in a large urban area and a focus on the department store channel. Implications of participants' experiences for marketing men's branded underwear are considered.Practical implicationsThis study provides insight into factors important to US consumers when purchasing men's branded underwear.Originality/valueThis paper offers an examination of consumer decision‐making relative to men's branded underwear, an understudied product category. Findings provide an in‐depth understanding of the consumer's perspective, an understanding that is essential to successful product development and brand positioning.

The purpose of this study was to examine the implications of industry dynamics for three small communities located in the southern United States. Coping with the economic and social ramifications of the loss of textile manufacturing remains a reality within many parts of the US southern states today, yet very little research has documented how local communities within this region have responded to industry change. Each of the three communities in this study was built around the textile industry, and together they shared a common reliance on manufacturing as an economic foundation. Using a multi-method qualitative approach, this research examines what happened once the manufacturing jobs were no longer available and the textile industry no longer provided the region with the economic support it once did. Data collection included in-depth interviews, review and analysis of public records and newspaper reports, as well as county and company archives. A total of forty-two interviews were conducted wit...

Social and economic disparities prompt the need for services provided by many non-profits as well as most corporate social responsibility (CSR) initiatives. Many firms donate resources to non-profit organizations as part of broader goals related to CSR. Non-profit organizations designed to serve individuals, and their communities must therefore use marketing efficiently to foster awareness of what they offer both to the firms looking to engage in CSR and to individuals in need of the non-profit’s services. This marketing message is often designed to communicate how the non-profit makes lives better. It is here where social marketing and public policy intersect, connecting the goals of a non-profit with those who seek to give (i.e., contributors) and its services to those who seek to receive (i.e., clients). Yet few studies exist which examine the services marketed by non-profits to potential contributors from the client’s perspective, that is, those who use these services. Thus, the purpose of this study is to understand how clients view the services they receive from a non-profit and to explore the implications of these views for developing effective social marketing and public policy.

The purpose of this study was to examine compulsive clothing buying behavior (CCB) within a socio-cultural context that encourages shopping and buying as coping strategies. In-depth interviews were conducted with a total of 20 participants in the US (16 females, 4 males) including six mental health providers, six individuals diagnosed as compulsive clothing buyers, and eight individuals at risk for the behavior. Responses were analyzed thematically by both authors. From this process, three core thematic areas emerged and were used to structure the interpretation. Findings in this study support and expand upon previous research suggesting that messages about consumption and its promotion within contemporary society hinder acceptance of the seriousness of CCB. Moreover, findings offer ways to improve identification of the disorder, and, in turn, to not only provide clarification of issues in research on the topic, but help mental health professionals better identify and treat CCB.

Purpose – The purpose of this paper is to explore perceptions of Indian consumers regarding corporate social responsibility (CSR) in the apparel industry, and to investigate its importance in the apparel decision‐making process.Design/methodology/approach – A qualitative research design was used as the methodological basis for the study. In‐depth interviews were conducted in India with a total of 26 participants (19 males and 7 females). Interviews lasted between one and two hours and were conducted until saturation in responses was achieved.Findings – Interviews were transcribed verbatim and analyzed via a thematic approach; six themes emerged that are used to organize participants’ responses regarding CSR in the apparel industry. A conceptual framework grounded in the data was developed that highlights relationships between factors that surfaced as important to CSR in the decision‐making process.Research limitations/implications – Because data were collected specifically with Indian consumers, study fin...

Although delivering value is the key for retailers to create new competitive advantages, the literature on consumer shopping value is fragmented and findings are inconsistent. This study aimed to understand consumer shopping value in-depth by examining consumer shopping processes and experiences in two retail formats: mass merchandisers and department stores. This study conceptualizes consumer shopping value as having two components: shopping trip value and in-store shopping value. Shopping trip value is originated by fulfillment of general shopping motivations, and in-store shopping value stems from retail elements that create in-store shopping experiences that consumers have in specific retail contexts. Five shopping trip value dimensions and six in-store shopping value dimensions are identified from the in-depth interviews. The findings highlight how consumer shopping value is a complex and context specific construct.

The purpose of this article is to explore US apparel industry buyers’ perceptions of and experiences with building partnerships with their Indian suppliers. A qualitative methodology was used for data collection and interpretation. In-depth interviews were conducted with twenty-three buyers in the USA engaged in sourcing apparel products from Indian suppliers. A thematic interpretation of the interview data revealed six factors participants look for when working with their suppliers in India: Expertise, Convenience, Price, Functionality, Service, and Partnership. Participants valued the unique offerings provided by Indian suppliers, and preferred to focus on building strong partnership-based relationships with a few select suppliers rather than working with many different suppliers. Four types of partnerships were defined based on the interview data. Results of the study contribute to both U.S. apparel industry buyers’ and Indian suppliers’ knowledge of relationship-building in the global apparel ...

With the exception of a few women working as carnival sideshow attractions, historically, women have been an invisible part of the body modification industry. An industry that is typically seen as male-dominated, women's contributions have only recently begun to be taken seriously. This article provides a phenomenological exploration of women's experiences with contemporary tattooing and body piercing practices. Framed by Cixous’ notion of L'ecriture Feminine, or female writing, these experiences are interpreted as significant acts of both self-expression and consumption. Situating their experiences as both modified and modifiers and their modifications as deliberate and creative acts of dressing the body within personal, professional, and social realms of perception, tattooing and body piercing are seen as female writing and a medium through which lived experience can be interpreted.

Textile and apparel industry professionals must be capable of dealing with cultural differences and diverse perspectives on a multinational scale. To address the challenges involved in educating students for the global industry workforce, a 3-year collaborative project was conducted through partnerships between faculty at three U.S. universities and five universities in Thailand, Australia, and Russia. The project was designed to create learning modules based on real-world industry issues to foster global competence among students in textile and apparel programs. Tested in existing courses, module effectiveness was assessed using pre- and post-tests that included closed- and open-ended questions designed to measure students’ “cultural intelligence” as an indication of global competence. Results suggest that exposure to the modules helped to improve students’ global competence. However, further development and testing of the modules is needed to include students in programs and countries in addition to those represented by this study.

PurposeRecent liberalization of the world's textile and apparel trade policies and the consequent changes in trade patterns posited threats to smaller textile‐ and apparel‐exporting nations, including Thailand. Thus it is important to understand how the new trade environment affects the competitiveness of Thailand's apparel industry. This study seeks to provide insights into how Thailand's apparel industry has responded to increasingly fierce global competition by drawing on Porter's theory of The Competitive Advantage of Nations.Design/methodology/approachTo assess the competitiveness of the Thai industry, the study triangulated data from various sources, including secondary statistics, media reports, and relevant industry publications. In‐depth, semi‐structured interviews were also conducted, and participants included key executives from Thailand's apparel industry, government officials, and academics. The interviews were conducted at various locations in three Thai provinces: Bangkok, Nonthaburi, and Samutsakorn, over a two‐week period.FindingsFindings revealed the existence of four determinants supporting the Thai apparel industry: basic v. specialized factors; sophisticated and demanding consumer market; the presence of interdependent economic agents; and strategies and structure of Thai companies and domestic rivals. These four determinants are identical to the “diamonds” outlined in Porter's theory of The Competitive Advantage of Nations and a new source of competitiveness. Furthermore, the Thai government was found to play an important role, by providing support to enhance the global competitiveness of Thai companies.Originality/valueThe study is among the first to attempt to provide insights into the competitive national advantage of the Thai apparel industry. Based on the findings, the outlook is positive for the continued success of Thailand's apparel industry in the global arena.

The experiences of female graduates of textile and apparel programs in the early stages of their industry careers were examined using two methods: (1) a questionnaire completed by textile and apparel companies, and (2) interviews with women employed in industry jobs for < 5 years. The questionnaire results revealed that the number of female employees was highest in wage/staff and midlevel positions and the number of male employees was highest in salaried and high-level positions. Interview data showed that participants had a high level of job satisfaction and valued the knowledge gained by acquiring a degree in textiles and apparel. About half of the participants found their first full-time job through internships. Others said that informal networking led to their first job. Participants stressed the importance of understanding “politics” in the workplace. Those in smaller companies reported assuming greater responsibilities and having more freedom to make decisions.

Choosing a college major can be a complex decision and one that has the potential to determine an individual's professional future. The purpose of this study was to develop a theoretical framework for mapping the decision-making process. Grounded in findings from a previously published study of interviews with students majoring in fashion and the existing literature on the process of major selection, an interpretation of factors influencing students' decision-making was developed. Findings provided the foundation for a theoretical framework that permits an in-depth understanding of the decision process that currently does not exist within the literature. Further empirical use and development of the framework would provide assessment of its applicability across a variety of college majors and within countries other than the USA.

PurposeThis study seeks to develop and test a model of consumers' adoption of highly technological fashion products (HTFPs) through modifying the technology acceptance model (TAM).Design/methodology/approachUsing a convenience sampling method, students between 18 to 26 years old were chosen as the sample population from a mid‐size southern university in the USA. The final sample consisted of 268 responses. Confirmatory factor analysis and path analysis were employed to answer all hypotheses using the structural equation model.FindingsEmpirical results revealed that consumers' intentions to adopt an innovation (i.e. highly technological fashion product) are driven by the multi‐dimensional nature of consumers' extrinsic (i.e. perceived ease of use and perceived usefulness) and intrinsic (i.e. perceived innovativeness and perceived fashionability) motivation. Additionally, these motivational dimensions contribute to consumers' utilitarian and hedonic attitudes toward using an innovation, which in turn affects their purchase intentions.Practical implicationsConsumers' utilitarian and hedonic consumer attitudes may enable retailers and marketers to design effective advertising campaigns by helping them to determine whether the functional or sensational components of the product need to be emphasized. Furthermore, when developing a new product, marketers need to focus on product attributes that possess both functionality and hedonic benefits.Originality/valueThis is the first known study to examine the underlying relationships between motivations, two‐dimensional consumers' attitudes (utilitarian and hedonic), and purchase intentions in the consumer‐related product context. The study has broadened the TAM by integrating extrinsic and intrinsic motivational variables into the model. It has also deepened the TAM by conceptualizing consumers' attitudes as comprising two distinct dimensions: utilitarian and hedonic.

PurposeThe purpose of this paper is to explore the experiences of displaced female textile sector workers.Design/methodology/approachA qualitative approach to data collection and interpretation forms the methodological basis of the study. In‐depth interviews were conducted with 14 female employees who were laid off from a large textile manufacturing facility in a southeastern state. Participants were selected through the local community college where they returned to school after losing their jobs.FindingsA phenomenological interpretation of the responses led to the development of three emergent thematic areas connecting similarities and differences that surfaced across the participants' narratives. Key issues within the thematic areas point to the need for each participant to come to terms with the job loss, both emotionally and financially, and to decide where she would go from there.Research limitations/implicationsThe study focuses on women employed at a single manufacturing facility and within a single state in the southeastern USA. Implications of the meanings of participants' experiences for their community and for the future of employment in the US textile sector are considered.Practical implicationsThe study provides an interpretation of the impact of textile sector dynamics on the lives of displaced workers and the local community.Originality/valueThe paper offers insight into the human side of industry dynamics and declining manufacturing employment figures. It also sheds light on the extent to which some displaced textile sector workers have pursued the educational options made available through government programs designed to provide assistance with education and retraining.

Much like deciding where to go to college, for many students, deciding what to major in is a complex, multi-dimensional process wherein several different variables may influence the final decision. Understanding the motivations behind the decision to enroll in a particular major can shed light on the factors that attract potential students to a major. To understand the key aspects of the decision to major in fashion, in-depth interviews were conducted with 41 female students currently enrolled at two large US universities. Interpretation of issues that surfaced within the interviews revealed commonalities among participants' motivations for selecting the major and thoughts on the link between the major and future professional goals. Results point to the importance of understanding student perceptions of the opportunities provided by a degree in fashion and the implications these perceptions might have for fashion programmes.