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Background:  Body positivity promotion has recently received great attention, both from companies as well as from consumers. The responsibility of companies to promote a healthy body image and be inclusive of all people through their marketing activities is increasing, as the body positivity movement on social media has started to expand and change consumer demands for underwear apparel.                                    Purpose:  The purpose of this study is to examine Swedish female consumers’ online purchasing behavior toward underwear apparel. In order to find explanations as to which factors influence consumer purchase behavior, and what companies can do better, to promote body positivity and make the consumer satisfied.    Method:  The study follows a positivism approach to understand social phenomena and provide explanations through theories.  A quantitative research approach is used by conducting a survey about underwear apparel and body positivity on female consumers. The empirical data is analyzed through a statistical software, SPSS, and the interpretations are guided by the use of the Theory of Planned Behavior (TPB), the MAO framework, background studies, and a conceptual framework developed from the TPB. The conceptual framework includes five added factors to test behavior. Conclusion:  The empirical findings presented positive, statistically significant associations among the introduced factors from the conceptual framework and the purchasing behavior for underwear. The findings also suggest that companies should take a more active role in diversity inclusion in their marketing of underwear, in order to take a step further in their body positivity promotion.

Den textila industrin är en av världens största industrier, en resurskrävande industri med komplicerade och förorenande processer. Processer som innefattar flera olika steg, från råmaterial till färdig produkt. Detta gäller för alla textila produkter vare sig det handlar om klädesplagg inom fast fashion, eller teknisk textila produkter. Varje steg i processen har en inverkan på miljön och kan även ske på olika geografiska platser runt om i världen. Fast fashion-industrin karaktäriseras av korta produktlivslängder, hög instabilitet och låga priser, vilket direkt kopplas till negativ miljöpåverkan. Enligt konsumenter är kvaliteten på klädesplagg idag bristfällig och det är en stor anledning till varför många använder sina plagg endast ett fåtal gånger. Denna studie undersöker om och hur man kan identifiera livslängden på fyra olika grövre trikåkvaliteter, samt undersöka om förbättringsförslag kan ges för att öka livslängden på dessa. Undersökningen har innefattat kvantitativa metoder genom en enkätstudie där 100 personer deltagit, samt standardiserade testmetoder. I enkätundersökningen fick respondenterna redogöra kvalitetsbrister och användarbeteende. Detta har fungerat som riktlinjer till en metodplan för att simulera användning. Enkätens resultat visade att störst kvalitetsbrister och anledning till att plagg slutar användas främst berodde på grund av noppbildning, slitage genom nötning och dimensionsförändringar. Därmed har metodval för standardiserade tester valts inom dessa parametrar. Detta med 15 tvättcykler mellan testningarna för att simulera två års användning. Mätningar har även jämförts mot kvaliteternas kravspecifikation. Testernas resultat visade att samtliga kvaliteter har en bra beständighet mot nötning, i förhållande till dess kravspecifikation. Samma gällde för resultaten inom dimensionsstabilitet, dock med mycket varierande dimensionsförändringar på olika områden. Vid test av benägenhet till att bilda noppor, klarade endast hälften av kvaliteterna kravspecifikationens villkor. Dessa resultat gäller både innan och efter 15 tvättcykler. Förbättringsförslag för en förhöjd kvalitetsstandard, därmed förlängd livslängd, var svårt bestämma utifrån den information till kvaliteterna som fanns att tillgå. Resultat visade att fibertyp, fibertjocklek, spinnmetod, garnkonstruktion, bindning, masklängd samt delning på stickmaskin är alla parametrar som avgör slutproduktens kvalitet. Olika tekniker för samtliga parametrar medför olika egenskaper som bestämmer slutkvaliteten. I brist på information om värden för nämnda parametrar var förbättringsförslag ej möjliga att bestämma. / The textile industry is one of the world's largest industries, a resource-intensive industry with complicated and polluting processes. Processes that include several different steps, from raw material to final product. Which applies for all textile products, whether it is clothing in fast fashion or other textile products. Each step in the process has an impact on the environment and many of them take place indifferent geographical locations around the world. The fast-fashion industry is characterized by short product lifetimes, high instability, and lower prices, which directly links to negative environmental impacts. According to consumers, the quality of today's clothing has a major deficiency and is a major reason why many people only use their garments a few times before discarding them. This study examines how to identify the lifespan of four different coarser knitted sweaters, but also investigate if it is possible to provide improvement suggestions on how to increase the longevity. The project includes quantitative methods through a survey which has been done by 100 people, and standardized tests. Within the survey the respondents were asked to report quality deficiencies and care behavior. Which has served as guidelines for choice of methods to simulate use of clothing. The results of the survey showed that greatest quality deficiencies and reasons why garments stop being used were mainly due to pilling formation, wear due to abrasion and dimensional changes. Thus, choices of methods for standardized tests were chosen to test within these parameters. This with 15 wash cycles between tests to simulate two years of use. Results have also been compared to the garment requirement specifications. The test results showed that all garment samples had good resistance to abrasion, in relation to the requirement specifications. The same applies to the results within the dimensional stability, however, dimensional changes vary a lot in different areas. The results apply both before and after 15 wash cycles. Suggestions for improvement for an increased quality standard, for increased longevity, were difficult to determine based on the limited information provided regarding the garments. Results showed that fiber type, fiber thickness, spinning method, yarn construction, knit structure, loop size and gauge of the knitting machine are all parameters that influence the quality of the final product. Different techniques for all parameters result in different properties that determine the final quality and the longevity for the product. The lack of specific information needed for the parameters mentioned, suggestions for improvement were not possible to determine.

Purpose: This research aimed to identify and synthesize circular economy-oriented business model innovation opportunities for the textile and apparel industry of Bangladesh to position the business to its B2B customers by achieving a sustained competitive advantage.  Design/methodology/approach: In this study, we conducted a multiple case study, analyzing 3 case companies using an abductive method under the interpretive research philosophy. As a result of our research, we aim to understand the current perceptions of the circular economy in Bangladesh's garment industry and identify opportunities for business model innovation. Therefore, we designed a questionnaire to obtain valuable insights and opinions from 9 business practitioners. In order to gain an in-depth understanding of the respondents, semi-structured interviews and rating-based surveys were conducted. Results: As key results, three CE process has been identified as the most potential to bring BMI- are design (narrowing resource loop), production (slowing resource loop), and recycle (closing resource loop) based on which the T&A industry can position its business to achieve a sustained competitive advantage. Originality/value: To the best of the authors' knowledge, no previous research has been done on this topic. This paper establishes an integrated conceptual model which is first of a kind to integrate CE resource loops and resource-based view. The data presented here are all based on the respondents' perceptions. This thesis paper can help academics do further research on industries that face issues with value creation, and professionals can apply the suggested practical solutions implications in their industry. Key Words: Sustainability, Circular Economy, Business-to-Business Positioning, Business Model Innovation, Textile and Apparel Industry

This paper describes textile production in Istanbul, Turkey. From its historical background to the challenges of today. The respondents have told about how they work, talked about competition, communication, achievements, investments and much more. The purpose was basically to find out how important the textile industry, with focus on apparel, is in the economy of Turkey today. Also how this industry can develop, and what it will take to reach such development. The empirical material comes from experienced people in the field and is analyzed with the SWOT model besides other marketing and logistics related theory. Used method is a qualitative approach with semi structural interviews. Companies and associations in Istanbul have responded. These contributors are a mix of senior managers, specialists, officials, employees and entrepreneurs. An interview guide was developed after a pre-study in Sweden. Findings of the study shows that these companies are competing for international customers, but also working together for their industry and country. Some important factors to become successful is experience, research, innovation and customer care. To take a step of further development, more strategy, competence and investments might be needed. There are many other countries which can also challenge about the customers in this business. China and Bangladesh do have similarities with the early development of Turkey in the case of textile garment industry, but are now considered different as competitors. Turkey do have some national advantages, and not least its beneficial geographical position.

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The purpose of this thesis is to increase the understanding of supply network configuration (SNC) for small series production in high-cost contexts in relation to the textile/apparel industry. SNC encompasses strategic structural and infrastructural decisions at the supply chain level, motivated by capabilities/priorities. The key configuration decisions addressed concern textile/apparel production in Europe, with associated context-specific advantages and challenges. The thesis takes a particular focus on how practitioners consider these configurations and motivations. The thesis begins with identification of motivations for locating textile/apparel production in high-cost contexts, to capture the driving priorities. Thereafter, the thesis extends the focus beyond location motivations to identify the key SNC aspects and characteristics for small series production in high-cost contexts. These configuration-related aspects and capabilities are elaborated upon and modelled to understand how they are interrelated in textile/apparel industry contexts. The empirical work uses mixed-methods and seeks to bring together the relevant topics using a SNC and capabilities approach. The specific methods, Delphi study and interpretive structural modeling, are focused on sensitivity practitioner perspectives. Findings show multiple key motivations/capabilities for high-cost textile/apparel production, specifically small series production (customization); which is closely linked with several other priorities, including quality and flexibility/delivery. Expanding the view to the SNC aspects, the findings confirm and extend the literature regarding complexities, multi-level characteristics, synergies and trade-offs, and industry/location contingencies. Regarding this European textile/apparel context, several interrelated considerations create challenges with respect to balancing configuration, capabilities and location; in particular related to multiple priorities such as flexibility/delivery, quality, innovation/sustainability, and the level of product variety/customization. Several relational characteristics are also crucial, including focus on trust and information sharing, although, with a few significant exceptions, limited supplier integration levels are found. These findings indicate the need to build upon existing relationships to develop end-to-end digital connections. The thesis approaches issues at the intersection of theory and practice, regarding configuring supply networks for small series production in high-cost contexts. Practically, it develops an approach to evaluate and model decision aspects, demonstrating how this can be used with a variety of textile/apparel companies. Several extensions are required to support current and future state mapping, including developments related to the method and the addition of performance considerations. The thesis contributes to theory by broadening the focus on high-cost locations to include small series production and the SNC perspective. Thus, the research confirms multiple priorities including innovation and sustainability; additionally finding several challenges associated with small series textile/apparel production in high-cost contexts. Further research should extend the focus to understand (re)configuration processes, and implications on priorities like sustainable innovation.

Fashion apparel industry has been connected to detrimental social consequences, particularly in developing countries. In this case, tier one suppliers are in a unique position to play a critical role in addressing these concerns because they are the key in between brand and rest tiers and can apply sustainable practices that promote ethical/responsible production as tire one suppliers are conduction their production operation with the help of a huge human force. By collaborating with first/tier one suppliers to prioritize social sustainability, fashion apparel firms can strike a balance between their own ambitions, social goals and, while also reducing the dangers of exploitation and unfavorable publicity.

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