This project dealt with the teenage market in France and in the United States. Its aim was to provide the readers with an overview of this market and outline distribution and communication strategies that manufacturers and retailers can use to attract this market to make their business grow. Until a few years ago, the fashion industry did not pursue this market. In stores, most brands were dividing their clothing range into three catagories, women, men, and children. As a growing market with over 23 million teens in the U.S. and over 5.4 million in France, teenagers have an incredible spending power with 100 billion dollars spent in 2000 in the United States and 2.54 billion dollars spent in France. Now marketers are recognizing the teenage market as a huge potential for the future of their brands.

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The problem of this study is to review and compare the curricula of selected American, proprietary, fashion merchandising colleges and to examine what kinds of similarities and differences exist among their curricula. Using the schools' respective catalogues, the combined curricula was categorized into sixteen tables representing the different types of courses offered, with the study colleges listed in opposition to the courses; the courses were then checked off in opposition to the schools offering them. To demonstrate the similarities and differences in curricula, a short summary accompanies each table to point out trends, and a final chapter summarizes the findings. The conclusion discusses the remarkable similarity in the courses offered by the schools and recommends further parallel studies comparing other postsecondary schools' curricula.

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by Chan Kam-hung, Andy. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaf 69. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.v / ACKNOWLEDGEMENTS --- p.vi / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- RETAIL INFORMATION SYSTEM --- p.3 / Key Components of Retail Information System --- p.4 / Techonological Trend for Retail Information System --- p.11 / Chapter III. --- RESEARCH OBJECTIVES / Fashion Retailing in Hong Kong --- p.14 / Defining Research Objectives --- p.15 / Chapter IV. --- METHODOLOGY --- p.16 / The Setting of Questionnaire --- p.17 / Conducting the Survey --- p.18 / Research Limitation --- p.19 / Chapter V. --- RESULTS AND ANALYSIS / Survey Responses --- p.20 / Analysis Techniques --- p.21 / Analysis of Company Background Information --- p.22 / Review of Current Status of Computerization --- p.23 / Assessment of Key Success Factors for Computerization and Implementation Priority --- p.25 / Application of Advanced Tools in Retailing --- p.26 / Analysis of Key Factors in Selecting Advanced Tools --- p.28 / Chapter VI. --- INTERPRETATION OF RESULTS / Current Utilization of Computerized Retail Information Systems and Advanced System Tools --- p.29 / Overall Utilization --- p.30 / Hardware --- p.32 / Application Systems --- p.32 / Advanced System Tools --- p.35 / Attitude Towards Future Computerization --- p.37 / Chapter VII. --- CONCLUSION AND RECOMMENDATION --- p.40 / APPENDICES --- p.44 / BIBLIOGRAPHY --- p.69

Advertising, which is an important sales tool for brands to the masses, may produce lasting impressions of a company and its products. These impressions rely on a consistent message over time to maintain a brand's image. This study examines how Ralph Lauren's advertising images have changed from a country club lifestyle image to urban/hip. In addition, the study examines the increased use of nudity and sexual imagery in Lauren's advertising. The findings were obtained by content analyzing all Ralph Lauren advertisements appearing in Gentlemen's Quarterly magazine from 1980 to 2000 (N=283). The study finds that Ralph Lauren lifestyle images have become more urban/hip, and that Lauren's advertising is utilizing more nudity, sexual interaction, and homoerotic imagery. By examining Ralph Lauren's shifting brand image via its advertising, this study contributes to a greater understanding of the connection between advertising and a company's brand image.

Thesis (M. Tech. (Fashion, Dept. of Visual Arts and Design)--Vaal University of Technology. / Fashion information is sought during the fashion decision-making process and can be obtained from various sources such as magazines, fashion consultants, websites, store displays as well as personal communication. Various levels, methods such as internal and external search and types of information at the point of purchase, for example garment characteristics, price, brand, labels, social evaluation, impersonal communication with sales persons and perceived risks are used to assist the consumer in making informed fashion decisions. The broad research aim of this study was to determine which methods, sources and economics of fashion information are used and which types of fashion information at the point of purchase are sought by female educators in Vanderbijlpark during the fashion decision-making process, and to whlch extent, as well as to determine the frequency of use of various types of stores for fashion purchases. A self-administered, structured questionnaire was used to collect the data. Section A measured methods of information seeking, section B determined the economics of information search, section C investigated sources of fashion information and section D determined types of information sought at the point of purchase. Demographic information and the frequency with which clothing was bought at various store types were investigated in Section E. A random sample was chosen from the female educating staff of the 22 schools in Vanderbijlpark. The majority of the educators (40.18 percent) were between the ages of 41 and 50, representing baby boomers. Almost all (95.5 percent) had a tertiary qualification and most were married. Regarding the methods of information seeking, the respondents depended on internal information seeking more than on external methods and were moderately involved in the process. Shopping in stores was regarded the most important source of fashion information. Garment characteristics, namely fit and comfort, were regarded as the most important types of information at the point of purchase, while the most popular type of store was department stores, followed by specialty and discount stores. Four clusters of respondents could be distinguished, each with a specific disposition towards the methods and economics of search, sources used and types of information sought at the point of purchase during the fashion decision-making process.

Thesis (Ph. D.)--Ohio State University, 2007. / Title from first page of PDF file. Includes bibliographical references (p. 298-303).

This study is designed as an exploratory empirical attempt to audit the effectiveness with which retail buyers select fashion wearing apparel that meets needs and wants of their constituent target markets. This study presents the retail buyer of fashion wearing apparel as the "gatekeeper" who controls the flow of apparel products through various "checkpoints" as these products move from producer to consumer, thus controlling product availability. This study has a three-fold purpose. The first is to determine if significant differences exist between retail buyers' selections (ratings) and constituent market selections (ratings) when given like; alternatives on manufacturing levels. The second is to determine whether differences exist between the extents to which department store retail buyers and specialty store retail buyers meet the needs and wants of their constituent markets. The third purpose is to determine if significant differences exist between sales performances of like and unlike retail buyer/consumer choices.

This study proposes a loyalty segmentation model for the South African men's retail credit fashion industry. Retailers operate in a highly competitive market where competitors strive for share-of-wallet of the same customer. The likely victor in this battle is the retailer who best understands customer needs, purchase behaviour and utilises this information to influence customer's spending patterns. The research method comprised a postal survey to randomly selected customers. The process included the construct of the loyalty model which comprised four input models, namely the Competitiveness, Brand experience, Referral and Credit appeal models as well as a number of customer demographics. The Desert scenario, where extreme conditions exist, is used as the analogy for the Segmentation model, with four macro segments (Desert, Oasis, Sand Storm, Rain clouds) being used to categorise respondents along two criteria, namely that of value and relative risk. Segment characteristics are used to segment the retailer's database. / Business Management / MCom (Business Management)