Thesis (M Consumer Science)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: Clothing is an important phenomenon within corporate and organisational culture and forms an
integral part of the total corporate identity. It fulfills a symbolic purpose and serves as a reference. It
is a way in which companies can change or modernise their image as it is conveyed to clients. Little
research has been done on uniform types of clothing, even though it has been an important
phenomenon in the subject area of Clothing for ages. South African companies offers unique
opportunities for research within a multi-cultural environment and Consumer Science's distinctive
multi-disciplinary approach makes it an ideal starting point for this type of study.
Three environments are concerned with the phenomenon of corporate clothing, namely the
employers and employees of organisations or companies, academia of educational establishments
and the manufacturers of corporate clothing.
The study concerned tried to investigate the phenomenon of corporate clothing within the South
African corporate environment. This was firstly done by studying the available clothing literature
and describing aspects which have direct or indirect relations to corporate clothing. Information and
advice was obtained from experts to gain insight into the South African circumstances with relation
to corporate clothing. Secondly, employees who wear corporate clothing were questioned as to their
opinions on specific aspects with regards to corporate clothing. This was done by means of a
questionnaire which was developed to determine if employees of selected South African companies
see corporate clothing as representative of company image, culture and policy. The extent to which
extent employees are involved in decision-making processes with regards to corporate clothing was
also determined. Employees' opinions with regards to consumer requirements and the extent of
satisfaction with corporate clothing was determined. The extent to which age and position within
the company playa role in employees' opinions of corporate clothing were investigated according
to the information obtained through the questionnaire.
The above mentioned information was structured to give possible guidelines to companies with in
the implimentation and development of corporate clothing within the existing organisational
culture. This study did not focus on manufacturers of corporate clothing, but it is assumed that they
can benefit from the findings of the study.
The study will contribute to the building of theory in the subject area of Clothing and consequently
also contribute to the academical field. / AFRIKAANSE OPSOMMING: Korporatiewe kleredrag is 'n belangrike fenomeen binne die korporatiewe en organisatoriese
kultuur en vorm 'n integrale deel van algehele korporatiewe identiteit. Dit vervul 'n simboliese rol
en dien as 'n verwysingsmaatstaf. Dit is 'n manier waarop maatskappye hul beeld aan kliënte kan
verander of moderniseer. Alhoewel uniforme drag reeds vir eeue 'n belangrike fenomeen in
kleredrag is, is daar steeds min aandag in navorsing aan hierdie onderwerp geskenk. Suid-
Afrikaanse maatskappye bied unieke geleenthede vir navorsing binne 'n multi-kulturele omgewing
en Verbruikerswetenskap se eiesoortige multi-dissiplinêre benadering maak dit by uitstek geskik as
vertrekpunt vir hierdie tipe studie.
Drie omgewings het belang by die fenomeen van korporatiewe drag, naamlik die werkgewers en -
nemers van organisasies of maatskappye, akademici van opvoedkundige instellings en die
vervaardigers van korporatiewe drag.
Die betrokke studie het gepoog om op 'n verkennende wyse ondersoek in te stel na die fenomeen
van korporatiewe drag binne die Suid-Afrikaanse korporatiewe omgewing. Dit is gedoen deur
eerstens beskikbare kledingliteratuur te bestudeer en sodoende aspekte te beskryf wat direk en
indirek betrekking het op korporatiewe drag. Inligting en advies is vanaf kundiges ingewin om insig
in dié verband in die Suid-Afrikaanse omstandighede te verkry. Tweedens is werknemers wat
korporatiewe drag dra, se menings oor spesifieke aspekte met betrekking tot korporatiewe drag
vasgestel. Vir hierdie doel is 'n vraelys ontwikkel om vas te stel of die werknemers van
geselekteerde Suid-Afrikaanse maatskappye korporatiewe drag sien as verteenwoordigend van
maatskappybeeld, -kultuur en -beleid. Daar is ook vasgestel in watter mate werknemers betrek
word in besluitneming oor korporatiewe drag. Werknemers se menings oor verbruikersvereistes,
die mate van tevredenheid met die korporatiewe drag is bepaal. Die mate waartoe ouderdom en
posvlak 'n rol speel in werknemers se menings van korporatiewe drag is ook vasgestel met behulp
van die inligting verkry uit die vraelyste.
Bostaande inligting is gestruktureer om moontlike riglyne aan maatskappye te bied met betrekking
tot die invoer of ontwikkeling van korporatiewe drag binne die bestaande organisatoriese kultuur.
Daar is nie in hierdie studie gefokus op vervaardigers van korporatiewe drag nie, maar dit word
aanvaar dat die groep wel sal kan baat vind by die bevindings.
Die studie sal 'n bydrae lewer tot die opbou van teorie in die vakgebied van Kleding en gevolglik
ook 'n bydrae tot die akademie lewer.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/52048 |
| Date | 03 1900 |
| Creators | Frick, Beatrice Liezel |
| Contributors | Van Der Merwe, M. E., Viljoen, L., Stellenbosch University. Faculty of Science. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | af_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 139 p. |
| Rights | Stellenbosch University |
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