Marjorie J. T. Norton

Potential niche markets for luxury fashion goods in China

Purpose – The purpose of this paper is to investigate market segmentation of affluent Chinese consumers and develop profiles of identified segments for potential target markets for luxury fashion goods.Design/methodology/approach – The data are from the 2006 edition of an annual survey called the “Chinas New Rich Study”. The respondents form a representative sample of affluent consumers, 18 to 45 years old, residing in Chinas 12 largest cities. A psychographic segmentation approach is employed to classify these consumers.Findings – Five distinct market segments of affluent Chinese consumers are identified and profiled. Of these segments, three seem the most promising target markets for luxury fashion goods.Practical implications – When companies understand the similarities and differences between consumer segments as well as the unique characteristics of segments, they have a meaningful basis for selecting receptive target markets and formulating and implementing effective marketing strategies. The find...

Thermal Adaptability and Hand of Wool Fabric Treated with High Molecular Weight Polyethylene Glycol and a Softener

The aim of this study is to enhance the thermal adaptability of wool fabric by a treatment with high molecular weight polyethylene glycol (PEG-8000), and to improve the PEG-finished fabrics hand by treatment with a softener. Using the pad-dry-cure method, the fabric is treated in aqueous baths with 20-45% owb concentrations of PEG and 8.0-9.0% DMDHEU, resulting in 12-38% PEG add-ons proportional to the PEG concentrations. Subsequently, using the pad-cure method, the fabric is treated in aqueous solutions with 2-6% owb softener concentrations. Thermal adaptability, measured by heat of fusion and crystallization on a DSC, improves as PEG add-on increases. The PEG-treated fabric is stiffer and less smooth, soft, and full than when untreated, according to measurements with the KES-FB system. The PEG-treated fabrics thermal storage and release are 30-60% lower after softening, but the hand improves. Optimum conditions for maximizing thermal adaptability and achieving a hand equivalent to the untreated fabric are 45% PEG-8000/9.0% DMDHEU in the finishing bath and 6% softener solution concentration.

Evaluation of Research in Home Economics: Background and New Approaches.

This paper describes ways in which home economics research has been evaluated and suggests new theoretical approaches which may be applied in quantitative empirical analyses of benefits from home economics research. It includes dis cussion of evaluations of returns to agricultural research because these have set precedents and offer insights for assessments in other fields. Home economics research has been extensively analyzed, often with an orientation to goals, needs, and strategies for future research. Several studies have focused on past research in regard to personnel, funding, administration, publication productivity, and implications of patterns in published research reports. Literature on benefits from research is largely descriptive and nonquantitative. Quantitative assessments of benefits in relation to research investments have been recommended. The eco nomic theory of the household, including both neoclassic theory and the “new household economics,” provides a general framework for analysis. Three types of information output from home economics research have been identified: household efficiency information, product quality information, and health and safety information. New approaches for evaluating the research which supplies such information are suggested.

Factors affecting consumer acquisition of secondhand clothing in the USA

Purpose The purpose of this paper is to explore factors affecting secondhand clothing acquisition among a sample of US female consumers based on an economic perspective. Design/methodology/approach This research is descriptive in nature, utilizing a survey of 500 US female consumers to explore relationships between five modes of secondhand clothing acquisition and selected consumer characteristics. Logistic regression was used to analyze the data. Findings The significant variables were income, age, number of toddlers and children ages 6-17 present in households, and sewing and repair skills. Income was found to be negatively related to purchasing secondhand clothing, suggesting that consumers view used clothing as an inferior good. Consumers in Gen Y were more likely to be involved in various means of secondhand clothing acquisition, holding income constant, than Baby Boomers. Practical implications Overcoming the stigma of inferiority associated with secondhand clothing, encouraging repair skills, and the repair of clothing, reaching out to consumers to build on their interest in DIY projects, and utilizing new technology (e.g. apps for sharing clothes) are practical implications. Originality/value The paper examined multiple modes of clothing acquisition rather than a single mode, and contributes insight regarding the economic concept of secondhand clothing as an inferior good.

Perceived Environmental Uncertainty, Market-Orientation Strategy, and Organizational Structure in South Korean Apparel Retail Stores

The research objectives were to investigate effects of perceived environmental uncertainty on South Korean apparel retailers’ market-orientation strategies (MOS) and organizational structure, along with the effects of organizational structure on MOS. These retailers were found to be implementing MOS to some extent under fairly formalized, centralized, and specialized organizational structures.