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published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration

Brands are an important part of consumers’ lives, and cultural aspects affect how consumers view brands. Though a great depth of research exists on branding and consumer culture, there is a lack of knowledge about Generation Y’s perceptions of clothing in Sweden, and specifically for men, across many countries. Different people purchase branded clothing for varied reasons and possess diverse needs that branded clothing may meet. Therefore, this study focuses on determining the perception of clothing and brands that Swedish men of Generation Y hold and examines the role branded clothing plays in their lives, in hopes of creating new knowledge within the chosen topic area.

14 pp. / "Jean Jems" is a simple sewing project guide for 4-H youth. All projects utilized recycled blue jeans to allow youth to learn sewing skills on inexpensive fabric. Projects advance from very simple to more involved.

This study focuses on the importance of clothing brands on the purchasing decisions of Generation Y individuals. The research concentrates specifically on university students aged between 17 to 26 years, located in the Vaal Triangle Area. This study aims to determine if this group of Generation Y members are brand conscious in their choices of clothing brands and what influences or motivates them to buy clothing brands. The findings suggest that Generation Y students are brand conscious, in that the right choice of clothing helps them create an image and identity for themselves. Peer and family influences play a crucial role in their choice of brands as it aids in their socialisation process. In addition, advertising is an important variable in communicating brand values and establishing an image for the brand. Celebrities also have an impact on branded clothing as they promote certain attributes such as image, quality and status. However, the results of this study are limited given that the study was only conducted amongst students in the Vaal Triangle area. Furthermore, the research does not follow the individuals over time to see how their brand choices might have changed. In order to maintain Generation Y students’ loyalty, it is recommended that brand managers focus on building an emotional attachment to make their brands special and bring a lasting competitive advantage. In addition, advertising should be used not only to create awareness but also to influence brand image and preference. Generation Y individuals establish their brand preferences at an early age especially during their years of study and, therefore, targeting this consumer group may be rewarding because with careful promotions, marketers can create a group of brand loyal customers for the future. / MCom (Business Management), North-West University, Vaal Triangle Campus, 2014

The primary purpose of this research was to examine the theory of divestment, or the act of discarding clothes that no longer fit the current body, by investigating the relationships between divestment practices and psychological factors (body image and self-esteem). The secondary purpose was to examine divestment practices among different demographic groups (age and gender). A combination of previously created measures was used to measure divestment practices (Bye & McKinney, 2007), self-esteem (Rosenberg, 1965), and body image (Cash & Pruzinsky, 1990). Demographic characteristics were determined using basic questions regarding those traits. The results of the study indicated that the strongest predictors of divestment were being younger (β=.129, p=.004), subjective weight (β=.171, p=.002), and body areas satisfaction (β=-173., p=.015). Gender (β=.081, p=.062), though not significant in the current model, was approaching significance, with females being more predictive of divestment than males. / Department of Family and Consumer Sciences

One of the understudied geographies of the world economy is the large-scale export of second-hand clothing form the global North to Africa. The consumption and re-use 0 clothing traces a transnational gradient of inequality between the rich and poor. This thesis examines the (re )production of second-hand clothing commodities in Britain, the international economic geographies of the used-clothing trade and the labour activities of African market traders. Coordinated and non-integrated patterns of trade are investigated through a theoretical approach which draws upon Fine's 'system of provision' analysis from heterodox economics and connects this to existing commodity studies approaches in geography. Within global second-hand clothing networks there are differential power relations between charities, companies and individuals. The socially and historically embedded roles of British charities and firms in the collection, processing and export of second-hand clothing are introduced. This is connected to the main empirical exploration of the downstream social and economic impacts of second- hand clothing imports in Africa. Linkages are made across the new and used clothing sectors and in the relationships between the decline of clothing industries across Africa, economic liberalisation and the growth of used-clothing imports. Patterns of import are investigated, with specific reference to Mozambique, where Indian merchants control distribution. Second-hand clothing markets are widespread in African urban centres and retail activities in Maputo are examined in-depth drawing upon twelve months of ethnographic research. Through specific social formations market traders have precarious livelihoods. Incomes do not provide opportunities for Mozambicans to progress out of poverty. By examining different processes at various locations in the international economy, it is demonstrated how it is not second-hand clothes which create economic relationships, but definite social relations between people.