The aim of this research was to develop a conceptual framework of the role of garment sizing in the marketing strategy of clothing manufacturing firms in Kenya. From the review of…
Abstract
The aim of this research was to develop a conceptual framework of the role of garment sizing in the marketing strategy of clothing manufacturing firms in Kenya. From the review of literature, salient components of marketing principles and practices that had been analysed by preceding authors provided the theoretical basis for this qualitative study. The procedures for the in‐depth interviews with 13 clothing manufacturers and ten retailers are explained. Based on grounded theory techniques, the data from the interviews were analysed, resulting in a conceptual framework for determining marketing strategy in this clothing market. Results showed that these firms are still market production oriented, and may face severe competition from inward‐bound competitors who are marketing oriented. This exploratory study contextualised the role of size charts in the marketing strategy of clothing firms.
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Meeting sizing needs in today's clothing is an important aspect of customer satisfaction. Based on the critical incident and grounded theory techniques, data from focus groups…
Abstract
Meeting sizing needs in today's clothing is an important aspect of customer satisfaction. Based on the critical incident and grounded theory techniques, data from focus groups with parents are analysed to establish consumer satisfaction/dissatisfaction with children's garment sizing. While results revealed that parents were dissatisfied with garment sizing, the study focuses on specific causes of dissatisfaction. The centrality of efficient sizing in creation of consumer satisfaction is underscored.
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The purpose of this paper is to present a model of researching clothing anthropometrics at the Manchester Metropolitan University in the UK (MMU model), to demonstrate steps in…
Abstract
Purpose
The purpose of this paper is to present a model of researching clothing anthropometrics at the Manchester Metropolitan University in the UK (MMU model), to demonstrate steps in devising size charts by analysing raw data, to relate key aspects of size charts to raw data, and to generate debate on such methods that impinge on the disseminated knowledge in this specialised area. Although sizing is important to consumers, retailers and manufacturers, this area has received scarce attention in the literature.
Design/methodology/approach
The MMU model presents step‐by‐step processes in generating size charts. Data from 150 women generated descriptive statistics (mean, standard deviation, percentiles); these were utilised to devise seven sizes of a body measurements table. Correlations were used to determine relationships, resulting in size charts with a defined size range and grading increments that are relatable to utilisation by consumers, retailers and manufacturers.
Findings
A step‐by ‐step model of analysing raw data is presented. A verifiable size chart, codes, grading increments and size limits relatable to data are generated. The usefulness of size charts is therefore contextualised.
Research limitations/implications
This paper discusses only one model of researching clothing anthropometrics and provides a related conceptual framework; this could be the basis for future research and debate in this area.
Practical implications
For competitiveness, efficient sizing is useful for marketing, especially in creating niches, targeting customers and facilitating consumer satisfaction.
Originality/value
The MMU model provides an initial conceptual framework at one institution, a benchmark for similar practice in academia and industry and subsequent debate in literature.
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Michelle Ann Tongue, Rose Otieno and Tracy Diane Cassidy
Since anthropometric dimensions vary during a lifetime, it is difficult to provide adequate sizing for all, especially growing, children. This paper aims to review children's…
Abstract
Purpose
Since anthropometric dimensions vary during a lifetime, it is difficult to provide adequate sizing for all, especially growing, children. This paper aims to review children's sizing provision for girls aged 4‐8 years among four UK retailers (Adams, Debenhams, Marks & Spencer and Mothercare), an area of limited research.
Design/methodology/approach
Two research strategies were utilised: observational visits to retail stores (on sizing systems and environment) and face‐to‐face interviews with ten parents and five childrenswear garment technologists (on sizing of children's garments and fit issues).
Findings
UK retailers utilised various numerical size coding systems based on height, age and weight. Next, Asda George and Adams were the favourite shopping stores for children's wear. Parents were co‐shoppers with their children. While parents' key criteria for purchase were durability, fit, quality, price and washability, children's choice was based on colour, fashion and peer influence. Variation in sizing designation caused confusion. Parents have suggested varying lengths as a solution to accommodating different sizes; preferring a common system with age as key size code. Sizing inconsistency between brands and incomprehensible size codes are major factors in the creation of customer dissatisfaction with children's clothing. Providing ambient facilities for co‐shopping is vital.
Research limitations/implications
The children's fashion sector is important to children, parents and retailers. Parents are co‐shoppers with their children and have key criteria for selecting to shop in a store. Marketers should be aware of core needs: sizing provision, shopping environment and the dynamics of co‐shopping. Sizing systems should be relevant to avoid dissatisfaction and confusion. More research is needed focusing on larger and other samples; target markets and psychological needs for shopping.
Originality/value
The area of children's shopping for clothing in the UK has a limited literature. Key issues revolve around garment sizing, garment fit, co‐shopping and consumer satisfaction. This study contributes to filling the gap in knowledge.
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Phoebe R. Apeagyei, Rose Otieno and David Tyler
The paper seeks to identify ethical issues arising from body cathexis research and analyse categories for attention. To also highlight methodological considerations in generating…
Abstract
Purpose
The paper seeks to identify ethical issues arising from body cathexis research and analyse categories for attention. To also highlight methodological considerations in generating body size data through measurement for fashion products.
Design/methodology/approach
This study presents instrumental activities and strategies for conducting and implementing focus groups for investigating body cathexis and related body measurements for fashion products. Five homogenous groups of 30 females aged 19‐44 years, were employed. Purposive and proportionate sampling procedures involving both qualitative and quantitative methods were applied and analysed by triangulation. Aspects of the methodology of measurement are presented in this paper but analysis of measurement data is presented in a subsequent paper. Key ethical principles by the Economic and Social Research Council (ESRC), UK have been also evaluated in relation to the integrity of such a study.
Findings
The study found that deciding on procedures regarding collating data on psychological issues related to garment fit is an obscure process that is not clearly documented in literature. It raised significant issues relating to sensitivity to respondents' concerns when conducting an investigation into body cathexis for fashion products. A framework for ethical and methodological practice in researching body cathexis and ethical deliberation in generating body measurement data has therefore been presented.
Originality/value
This study presents guidelines for ethical practice and develops an ethical framework for research and professional practice.
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Phoebe R. Apeagyei and Rose Otieno
The paper seeks to evaluate and present the usability of one pattern customising technology in the achievement and testing of garment fit.
Abstract
Purpose
The paper seeks to evaluate and present the usability of one pattern customising technology in the achievement and testing of garment fit.
Design/methodology/approach
This study focuses on the use of 3D technology in the testing of garment fit. It examines the usability of one pattern customising technology in the achievement and testing of fit and presents primary data from experiments on the provision and testing of garment fit of specified size patterns for a jacket and skirt. Findings on virtual and human fit trials and an evaluation of the 3D technology are presented.
Findings
The study found that 3D software for fit provision and testing is still in its infancy, although advancements are currently being made in this area. It establishes that while fit can be virtually tested with 3D technology, its usability is not yet fine‐tuned. It evaluates procedures and presents problematic features of the 3D software. It underscores that although some issues concerning efficient provision and testing of fit still exist, 3D technology overall provides adequate evaluation of fit.
Originality/value
This study highlights areas for fine tuning and provides a basis for further research. While discussing usability of one pattern technology, this paper presents a platform for comparative evaluation of other technology.
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Freddie Acosta and Arlene Acosta
Business ethics, entrepreneurship, ICT.
Abstract
Subject area
Business ethics, entrepreneurship, ICT.
Study level/applicability
Undergraduate, MBA, MSIT.
Case overview
The dilemma could be described something like: “I want to do an honest business in order to alleviate somewhat the financial difficulty of my family […] yet my pursuit impacts negatively on my immediate customers”. This is a case of the morality of actions with indirect effects (non-intentional effects).
Expected learning outcomes
Understand actions with double effects, formulate business policy to regulate access to services, appreciate the challenges of starting a business enterprise, understand the social impact of ICT.
Supplementary materials
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