Low‐literate consumers' use of clothing labels amidst personal and product related challenges

Low‐literate consumers experience various challenges in the marketplace. This quantitative study focused on low‐literate female consumers' use of clothing labels amidst personal and product‐related challenges in the marketplace. An interviewer‐administered questionnaire was used among black African female consumers (n = 450) with literacy levels ranging from Grades 5 to 8 (on average, 11–14 years old), residing in the Emfuleni Local Municipality area, Gauteng, South Africa. Personal challenges experienced involved reading and numeracy skills, as well as concrete and pictographic thinking. Although respondents indicated that they read and understand clothing labels, results revealed problems experienced when attempting to use the information provided. Their numeracy skills were average and related abstract thinking skills were fair. Product‐related challenges were related to the format of labels, care‐label knowledge and evaluation of clothing quality. Respondents' preference for symbolic and graphic presentation of size format provided evidence of pictographic thinking. Care label understanding was poor, and clothing products were evaluated concretely. Some of the older respondents were inclined to follow the peripheral route of elaboration when reading clothing‐label information. We conclude that low‐literate consumers' use of clothing label information can improve if provided in a format that they can read and understand.     

浅析服装品牌的经营策略

品牌对消费者来说,它代表着产品的品质,象征着产品的信誉。同时,消费者可借助品牌进行同类产品的比较、鉴别,得到满意的售后服务。而对于企业来说,品牌能起到宣传企业、使企业新产品迅速进入市场和保护企业的合法经营等重要作用,因此,必须注重品牌的经营策略。     

An empirical examination of performance in the clothing retailing industry: A case study

This article estimates the efficiency of the 40 retail stores of a prestigious clothing company that operates in the Portuguese fast-fashion retailing market. The study compares the performance among the stores and provides insights into ways of improving performance in the retail clothing industry. A two-stage approach is used in this article. In a first stage, Data Envelopment Analysis (DEA) techniques are used to evaluate the performance of each store and to rank the stores. The input-oriented model was used to assess the summer and winter collections between 2010 and 2013. The results show that the total technical efficiency of the company decreases over time. Except for the year 2013, over 90% of the stores show increasing returns to scale during 88% of the period analyzed. The company faces a clear problem of productivity in its retailing operations. This deficiency seems to be intrinsic to the firm as it involves more than 60% of the stores. In a second stage, a quantile regression technique was used. This showed primarily that for the lowest quantiles of the efficiency score conditional distribution the coefficients on experience are very low, even close to zero, which suggests that the efforts taken by the stores in terms of experience are barely recognized by consumers in this fast-fashion retailing chain.     

对我国服装品牌可持续发展的思考

当今社会是品牌消费的时代，随着生活水平的不断提高，人们对品质的要求也达到了以往从未有过的高度。本文通过对中国服装品牌存在问题的分析，探求适应我国服装品牌可持续发展的有效途径。     

后配额时代我国纺织企业加速国际化的战略选择——基于资源观的研究

2005年1月配额取消后,我国作为世界上最大的纺织品生产国和出口国,应如何调整自身战略以适应新的挑战已成为当前的热点问题之一。传统的国际化战略多建立在比较优势理论的基础之上,但当前其假设和环境条件都已发生变化,本文以资源观理论为基础,通过对我国纺织企业优势资源的识别,建立在后配额时代我国纺织企业加速国际化的战略模型,从而为提升我国纺织业的国际竞争力提供有意义的建议。     

格柏服装CAD系统的打板模式及其应用分析

文中对格柏服装CAD系统的打板模式及其应用做了分析,总结了打板模式的优点与不足之处,提出打板应用的关键有两点:一是准确找点,合理画线,正确理解点、线段、样板之间的区别与联系,二是熟悉鼠标按键的用法;难点则是合理设置线段的上下关系和线段上距离端点一定长度的点的设定或找取以及线与线的交点的找取。     

Knowledge: a variable in evaluating clothing quality

This study was designed to determine the effect knowledge has on the types of information cues used to evaluate clothing quality. Students ranked the importance of 24 product attributes for evaluating clothing quality before beginning a 15‐week university course on evaluation of clothing products and again at the conclusion of the course. Most (64%) of the intrinsic cues were ranked significantly higher on the pretest than post‐test and many of the extrinsic (75%) and aesthetic (67%) cues rated significantly lower. There were no differences in the ranking of the performance cues. However, caution should be taken when interpreting the results of the study. Although all of the cues ranked significantly higher in the post‐test were intrinsic cues, when evaluating the relative ranking of the cues in the pretest and post‐test, there were few differences. The same five aesthetic cues were in the top third on both tests and the same six intrinsic cues were in the bottom third on both tests. The findings of this study suggest that knowledge does influence how consumers evaluate quality and additional research that focuses on the effect of knowledge in consumers’ evaluation of clothing quality is needed.     

我国服装出口贸易的可持续发展对策建议

自从加入世贸组织以来,我国服装出口贸易规模越来越大,在我国出口贸易中占有很重要的地位,但同时也遭遇着越多且更复杂的贸易摩擦。针对服装出口贸易这个曾一度被认为是我国少数几个具有世界竞争力的行业、但技术和管理运作方面尚显不足的特殊行业存在的问题进行了分析,并就制约服装出口的因素进行了深入探究,以利于我国服装出口贸易的升级发展。