Kavisha Jegethesan, Joanne N. Sneddon and Geoffrey N. Soutar
The purpose of this paper is to explore the importance of functional, hedonistic and ethical attributes of denim jeans attributes and the trade‐offs young adult Australian…
Abstract
Purpose
The purpose of this paper is to explore the importance of functional, hedonistic and ethical attributes of denim jeans attributes and the trade‐offs young adult Australian consumers made within these attributes when making a purchase decision.
Design/methodology/approach
A two‐stage mixed‐method approach was used to explore the importance of denim jeans attributes and the trade‐offs made within these attributes. First, focus groups were used to identify attributes that were important to young Australian adult consumers. In the second stage, conjoint analysis was used to estimate the relative importance of the product and ethical attributes that were identified in the focus groups and the trade‐offs made within this attribute set.
Findings
Focus group participants identified style, price, brand, country of origin and ethics as attributes that they used to evaluate denim jeans. In the conjoint analysis respondents identified price as having the highest relative importance, followed by brand, country of origin, style and ethical attributes. It was clear multiple attributes were valued and, although the ethical attributes that were included were not as important as garment attributes, respondents appeared to make trade‐offs between garment and ethical attributes when purchasing denim jeans.
Originality/value
The paper identifies attributes of denim jeans that are valued by young Australian adult consumers. That product attributes were more important than ethical attributes suggests a focus on ethical credentials may not be effective. Denim jeans are more likely to be purchased by young Australian adults if they are reasonably priced, made in Italy and have a designer brand.
Details
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Tamgid Ahmed Chowdhury and Tania Akter
The purpose of this paper is threefold: first, to identify a list of fashion attributes preferred by young Bangladeshi consumers while buying casual clothes; second, to test the…
Abstract
Purpose
The purpose of this paper is threefold: first, to identify a list of fashion attributes preferred by young Bangladeshi consumers while buying casual clothes; second, to test the applicability of Kano’s quality theory in the apparel industry; and, finally, to explore the differences in fashion priorities between male and female consumers.
Design/methodology/approach
This study is based on primary data collected through a survey from 1,177 young consumers of urban Bangladesh. Structural equation modeling was used to develop the attribute index. Also, convergent and discriminant validity and construct reliability of the index were tested.
Findings
The study offers a four-dimensional 19-item index representing the desirable fashion attributes. This paper also confirms the applicability of Kano’s theory in the apparel industry. Results revealed that “well-designed casual attires” and “discount offers” are top-ranking attributes as perceived by both male and female consumers. However, there are differences in the preferences. Women prioritized irritation-free, durable and soft fabric, whereas men preferred attributes such as suitability of color and functionality in the workplace.
Practical implications
The findings of the study provide clothing suppliers of Bangladesh with information that may be utilized while preparing their options. For instance, as casual clothes are frequently worn and washed, a quality fabric that looks good even after several washes is highly recommended. Dress manufacturers need to offer colorful attires to women, whereas for men, more color options should be available. Casual clothes should be made in a way that they are acceptable in the community and workplace.
Originality/value
As research on exploring desirable fashion qualities in developing markets (especially in South Asian region) is rare, this study is contributing to the literature by offering validated apparel attribute index.