The increasing popularity of catalog shopping has prompted many retailers to enter the market. Consequently, competition among catalog retailers has escalated. To maintain or expand their customer bases, catalog retailers must now find better ways to serve consumers. Many consumers are apprehensive to shop for apparel via catalog because they associate a higher degree of risk with purchases made through catalogs as opposed to purchases made in a store. Such risk is associated with consumers' uncertainty of purchase outcomes. While in a store, consumers may physically inspect garments before making a purchase decision. However, when shopping via catalog, consumers must rely upon pictures and written descriptions to evaluate garments' color, style, fit, and overall appearance. Therefore, the purpose of this study was to investigate ways that information within Norm Thompson catalog apparel descriptions can be presented in order to increase the perceived ability to evaluate specific garment characteristics and to decrease the amount of perceived risk associated with catalog apparel purchases by a sample of women in Oregon. The research project proceeded in two phases: focus groups and an experiment. In the first phase, focus groups were conducted in which female participants evaluated written word descriptions of four apparel items within a Norm Thompson catalog: pants, jacket, blouse, and turtleneck. The first objective of the focus group sessions was to identify what information within the catalog was important to a sample of female consumers. The second objective was to identify what important information was unclear to the sample and to investigate ways to clarify such information. Three focus groups were conducted with a total of seventeen female participants. The information most important to them when making catalog apparel purchase decisions included garment sizing and fit, color, fabric and fiber content, style and detail, country of origin, and laundering instructions. Based upon the focus group participants' suggestions, the researcher altered the garment descriptions to better communicate the information important to the participants. The pant and blouse descriptions were altered to include more specific fabric and fiber content information. The jacket and turtleneck descriptions were altered to include more specific sizing and fit information. The original and altered descriptions were used in the experiment phase. The experiment was a between subjects, repeated measures design with two independent variables: the type of description, original or altered, that subjects were exposed to and whether or not subjects were exposed to a Norm Thompson catalog cover page. Four different catalog formats resulted. Women from a sorority alumnae mailing list were randomly assigned to the four treatment groups. All four catalog formats were accompanied by a rating scale that measured subjects' perceived ability to evaluate specific garment characteristics, such as garment fabric and fiber content and garment sizing and fit, and the degree of risk subjects associated with the purchase of each of the four garments described within the simulated catalog. The third and fourth objectives of the study were addressed in the experiment phase of the study. The third objective was to determine if a sample of female consumers' perceived ability to evaluate specific characteristics of a garment, such as fabric and fiber content or sizing and fit, was a function of the type of written description to which they were exposed. As hypothesized, subjects who were exposed to the altered pant and the altered blouse descriptions perceived greater ability to evaluate the fabric and fiber content of the pants and the blouse. However, contrary to what was hypothesized, subjects exposed to the altered jacket and turtleneck descriptions did not perceive greater ability to evaluate the sizing and fit of the jacket and turtleneck. The fourth objective was to determine if a sample of female consumers' perceived risk regarding the purchase of the catalog apparel items under investigation was a function of the type of description to which they were exposed and whether or not they were exposed to a Norm Thompson catalog cover page, with perceived risk less for subjects exposed to the altered descriptions and less for subjects exposed to the Norm Thompson catalog cover page. None of the four hypotheses pertaining to the fourth objective were supported. Subjects exposed to the altered pant, jacket, blouse, and turtleneck descriptions did not perceive a lesser degree of risk than subjects exposed to the original descriptions. Furthermore, subjects exposed to the Norm Thompson catalog cover page did not perceive a lesser degree of risk than subjects not exposed to the Norm Thompson catalog cover page. Experiment results did not support data from the focus groups phase and data from past research. A focus group methodology, as opposed to an experiment, seemed to attain the most valuable data. It is advisable that in the future, focus groups be conducted to identify ways to better communicate garment information about sizing and fit, fabric and fiber content, style and detail, and color. Furthermore, catalog apparel retailers may use the information extracted in the focus groups phase of the present study to better understand the information needs of female consumers and to improve their catalog layouts. / Graduation date: 1997

by Cheung Lam Hung, Vincent. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT / ACKNOWLEDGEMENT / TABLE OF CONTENTS / LIST OF TABLES / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Background --- p.1 / Objectives --- p.2 / METHOD --- p.4 / Literature Review --- p.4 / Interview --- p.4 / Survey --- p.5 / Chapter II. --- VERTICALLY-INTEGRATED SYSTEMS - A THEORETICAL FRAMEWORK --- p.6 / Channel System --- p.6 / Theoretical Perspective --- p.7 / Economic Perspective --- p.8 / Transaction Cost Analysis --- p.10 / Chapter III. --- THE LOCAL GARMENT MARKET --- p.12 / Market Trend --- p.12 / Market Size --- p.20 / Summary of Findings --- p.22 / Channel Strategy --- p.25 / Chapter IV. --- CASE STUDY - GIORDANO LTD --- p.29 / Background --- p.29 / History & Development --- p.29 / Analysis on Channel Strategy --- p.31 / Chapter V. --- CONCLUSION --- p.35 / APPENDIXES / Chapter 1) --- Channel Alternatives for a Manufacturer of Industrial and Consumer Goods / Chapter 2) --- Hong Kong's Imports of Articles of Apparel and Clothing Accessories (SITC84 ) / Chapter 3) --- Hong Kong's Re-exports of Articles of Apparel and Clothing Accessories (SITC84 ) / Chapter 4) --- Giordano's Retailing and Distribution Operation Chart / Chapter 5) --- Giordano's Taiwan Outlet Location Map / Chapter 6) --- Giordano's Singapore Outlet Location Map / Chapter 7) --- Giordano's Hong Kong Outlet Location Map / Chapter 8) --- Customer Survey / Chapter 9) --- Seller Survey / BIBLIOGRAPHY

Thesis (PhD (Consumer Science. Clothing and Textiles))--University of Stellenbosch, 2008. / The current apparel retail environment is marked by intense competitive activity. The key to survival is the implementation of effective differentiation strategies. Corporate and retail branding provides retailers with a powerful tool to differentiate themselves in the marketplace and store image is a vital component of this branding strategy. This exploratory study set out to investigate the underlying theoretical structure of store image. A store image scale was developed for the measurement of the perceived importance of store image. The study adopted a five phase methodology, namely (1) construct definition and domain specification, (2) generation and judging of measurement items, (3) purification of the store image scale, (4) assessing the reliability and validity of the store image scale, and (5) assessing the perceived importance of the dimensions of store image in selected discount and specialty stores through practical implementation of the store image scale. The first two phases of the study resulted in a Model of Store Image delineating the underlying structure of store image which formed the basis for a store image definition, as well as a 232-item store image scale with established content and face validity. Phase 3 comprised two pilot studies that served to purify the store image scale. The first pilot study concluded in a 214-item scale that was deemed too lengthy for practical implementation in the apparel retail environment. The second pilot study resulted in a 55-item store image scale that was deemed acceptable for practical implementation. Correlation analysis provided support for the shortened version of the store image scale. The scale was not representative of all the sub dimensions associated with store image. This was reflected in the Revised Model of Store Image. Phase 4 employed a mall-intercept research method. The sample population (n=534) consisted of apparel consumers, both male and female, between the ages of 20 and 60. They belonged to the black, coloured or white population groups who patronised specific apparel retail outlets. Trained fieldworkers gathered the data at selected discount and specialty apparel stores. Confirmatory factor analysis was performed on the data and results provided support for the reliability of the store image scale. The Atmosphere, Convenience, Institutional, and Promotion dimensions exhibited good model fit. The Facilities and Sales personnel dimensions, as well as the Revised Model of Store Image showed evidence of acceptable model fit. The Merchandise and Service dimensions demonstrated poor fit. Only the Sales personnel dimension showed convergent validity. Support was found for marginal convergent validity of the Atmosphere, Convenience, Facilities, Promotion, and Service dimensions, as well as the Revised Model of Store Image. The Institutional and Merchandise dimensions did not exhibit convergent validity. Apart from the Convenience and Service dimensions, discriminant validity for all dimensions was established. Item analysis identified seven scale items for deletion which could potentially result in better model fit of the individual dimensions as well as the Revised Model of Store Image. The deletion of these items could contribute to increased convergent and discriminant validity. For purposes of Phase 5 the data gathered during Phase 4 was submitted to statistical analysis. Results indicated that discount and specialty apparel store consumers ranked the Atmosphere, Promotion, Merchandise, Institutional, and Sales personnel dimensions similarly in perceived importance. Discount apparel store consumers ranked the Facilities and Convenience dimensions higher, whilst specialty consumers ranked the Service dimension higher. However, the differences in ranking for all dimensions remained relatively small for both store types. Statistical differences in the perceived importance of only two dimensions, namely the Institutional and Service dimensions were found. The study culminated in revised 48-item store image scale. A Final Model of Store Image and definition of store image were proposed as point of departure for future research.. The main implications for retailers were formulated as: 􀂍 The Final Model of Store Image identified the dimensions and sub dimensions of store image. Retailers should manipulate the tangible and intangible store attributes associated with these dimensions and sub dimensions to build a favourable store image. Due to the gestalt nature of store image it is imperative that all store image dimensions are presented in a cohesive and consistent manner. 􀂍 The store image scale will enable retailers to ascertain which dimensions are salient to their target consumers. These dimensions should be incorporated in the retail strategy.

Thesis. (M. Tech. (Dept. of Marketing, Faculty of Management Sciences)) -- Vaal University of Technology, 2011. / The underlying determinants of how and why people shop has been a topic of study for many years, when typologies of shopping styles were developed. These studies have been successful in demonstrating that some shoppers display consistent shopping orientations that can be diametrically opposed, for example, the functional shopper versus the recreational shopper. This study concentrates on purchasing patterns of consumers by examining the decision-making styles of Generation Y consumers with regard to fashion apparel. The study reports on various stages that consumers undergo when confronted with a decision situation. These stages are outlined as need recognition, information search, pre-purchase evaluation, purchase, consumption and post-consumption. The buying behaviours influencing consumers were categorised into internal and external factors. The internal factor includes perception, motivation, learning, attitudes, personalities, self-concept, lifestyle and demography. The external factors comprised the following variables, namely, cultural background, subculture, family influence, and the social factor. The general characteristics of Generation Y were briefly discussed. Various dimensions used to measure consumer decision-making styles were reviewed in the study related to perfectionism, brand consciousness, novelty-fashion consciousness, recreational consciousness, price-and-value-for-money consciousness, impulsiveness and confusion as a result of overchoice of brands. The study adopted quantitative approach. A structured questionnaire was used to survey 230 students who were selected using non-probability convenience sampling. Seven dimensions measuring consumer decision-making styles were found to be applicable within the Generation Y context. These consumers were profiled as being quality conscious, brand conscious, novelty-seeking, hedonistic, confused by overchoice, habitual, brand loyal and fashion conscious. Differences were found between consumers who are confused by overchoice and younger Generation Y consumers. Younger consumers were found to be more confused by overchoice compared to their older counterparts. It is suggested that apparel retailers should try to use communication channels which will be more understandable by Generation Y consumers, and they should provide information that assists buyers to make a rational decision in the buying process. Differences were also confirmed between habitual, brand-loyal consumers and age. It was found that younger consumers are more likely to be loyal to specific brands as compared to their older counterparts. Differences were noted between brand conscious, confused by overchoice and gender. Brand consciousness was regarded as a reflection of men‟s desire to use shopping as a demonstration of their superiority, as well as being beneficial because they reduce search costs. It was revealed that males were more brand conscious than their female counterparts. It also highlighted that males were more confused by overchoice than females. The study found that the majority of Generation Y does pursue quality, even if it means paying higher prices. It is recommended that retailers should continue to emphasise their well-known brand names and set prices at levels where consumers perceive the quality of the product by its price. Retailers should focus on diverse designs, sizes and colours in their product assortment and range. The introduction of new products through the use of fashion shows, fashion magazines and advertisements may provide added advantages in terms of brand awareness / Central Research Committee of the Vaal University of Technology

The purpose of this research was to identify the expertise of CAD graphics operators/managers in the design and marketing phases of textile/apparel product development. Additionally, the purposes were to determine the effect of CAD graphics on product development in the textile/apparel industry, and to identify future needs and uses of CAD graphics in the industry. A questionnaire was sent to 117 CAD graphics operators/managers. The results from the questionnaire were obtained through frequency and percentage distributions. The major findings of this study concluded that textile design and/or colorations and coloration of sketches were the major uses for CAD graphics systems. The shortening of response time of development of idea in design cycle was the major benefit of using a CAD graphics system. Future needs and wants were found to be mainly in the areas of better color control, matching and selection, better resolution in printing, and faster, larger printout capabilities. / Master of Science