Nancy Hodges

Corporate social responsibility in the apparel industry

Purpose – The purpose of this paper is to explore perceptions of Indian consumers regarding corporate social responsibility (CSR) in the apparel industry, and to investigate its importance in the apparel decision‐making process.Design/methodology/approach – A qualitative research design was used as the methodological basis for the study. In‐depth interviews were conducted in India with a total of 26 participants (19 males and 7 females). Interviews lasted between one and two hours and were conducted until saturation in responses was achieved.Findings – Interviews were transcribed verbatim and analyzed via a thematic approach; six themes emerged that are used to organize participants’ responses regarding CSR in the apparel industry. A conceptual framework grounded in the data was developed that highlights relationships between factors that surfaced as important to CSR in the decision‐making process.Research limitations/implications – Because data were collected specifically with Indian consumers, study fin...

Response to activewear apparel advertisements by US baby boomers

Purpose – The purpose of this paper is to examine the importance of cognitive‐ versus chronological‐age factors in activewear apparel advertisements targeting female baby boomers in the USA.Design/methodology/approach – A total of 50 female participants aged 41‐65 were asked to view two print advertisements: one showing activewear apparel worn by a cognitive‐age model and the other by a chronological‐age model. Participants then responded to a four‐part questionnaire that included a measurement of cognitive age, physical activity, response to the advertisements, and purchase intent.Findings – The responses indicated that the participants view themselves as younger than their chronological age and were more inclined to respond favorably toward the advertisement using the cognitive age model.Research limitations/implications – Although this study focuses on only one consumer group – US baby boomers – it reveals their current attitudes toward advertisements of activewear apparel as well as their motivations ...

The Competitive Position of Thailand’s Apparel Industry: Challenges and Opportunities for Globalization

Purpose – Recent liberalization of the worlds textile and apparel trade policies and the consequent changes in trade patterns posited threats to smaller textile‐ and apparel‐exporting nations, including Thailand. Thus it is important to understand how the new trade environment affects the competitiveness of Thailands apparel industry. This study seeks to provide insights into how Thailands apparel industry has responded to increasingly fierce global competition by drawing on Porters theory of The Competitive Advantage of Nations.Design/methodology/approach – To assess the competitiveness of the Thai industry, the study triangulated data from various sources, including secondary statistics, media reports, and relevant industry publications. In‐depth, semi‐structured interviews were also conducted, and participants included key executives from Thailands apparel industry, government officials, and academics. The interviews were conducted at various locations in three Thai provinces: Bangkok, Nonthaburi,...

Employment in the US textile and apparel industries

Purpose – To examine the impact of changes in the US textile and apparel industries on employment patterns at the state level compared with the nation as a whole during the period of 1997‐2003.Design/methodology/approach – Secondary data sources were analyzed to develop an overall picture of changes happening in the North Carolina industries compared with the USA overall. A focus on North Carolina, a primary location of the industries within the USA, permits a micro‐level examination of changes in employment trends for one state in comparison with those of the industries nation‐wide. Three industries form the bulk of the data examined: Textile Mills (NAICS‐313), Textile Product Mills (NAICS‐314), and Apparel Manufacturing (NAICS‐315).Findings – An overall decrease in employment and number of units for all three industries was found. The number of establishments in the North Carolina textile complex decreased by 25 percent and employment by almost 50 percent. The state losses resembled those of the nation ...

A Tale of Two Industries: An Interpretive Analysis of Media Reports on Textiles and Apparel in North Carolina

This qualitative study explores recent textile and apparel industry dynamics from the point of view of the news media to understand how such dynamics are presented to the general public. North Carolina, having been home to many jobs in these industries, was used as a case study. Data were a total of 600 articles from two of the states primary newspapers spanning the period from 1998 to 2003. Content of these articles was analyzed via a hermeneutic, interpretative framework to develop a thematic interpretation of the image of the two industries provided by the news media. Several themes were tied together through three broad topical areas—industry changes, strategic initiatives, and the impact of loss—and provide a multidimensional view of the industries as presented to the public. Further research is needed to understand the impact this image might have on public perceptions of the future of these industries.

Marketing the female politician: an exploration of gender and appearance

Abstract This paper sheds light on issues of gender roles and gender hierarchies using Goffman’s theories on gender and performance as a starting point to explore modern-day manifestations of power structures in political marketing, particularly as related to female politicians. In-depth interviews with four female politicians, 17 aides, volunteers, PAC and media executives as well as two focus groups with registered voters reveal subordination of female politicians through hyper-ritualised displays of social relations. The findings showcase how appearance is used to facilitate the ongoing objectification of female politicians in political marketing and devalue their candidacies. This study is an important step in examining the role of gender and appearance in political marketing and its importance in building brand image for a female politician.

Constructing Knowledge for the Future: Exploring Alternative Modes of Inquiry from a Philosophical Perspective

Clothing and textiles research is examined within a futuring framework to discuss potential avenues for development of thought within the field. A philosophical perspective linking ontology, epistemology, and methodology is posited as important to exploring assumptions that guide the research process. The material culture studies perspective, the feminist social science perspective, and the critical science perspective are discussed as three potential ways of approaching the subject matter in need of mainstreaming as we look to the future of knowledge production within clothing and textiles. Based on this discussion, ideas and implications for scenario-building in the traditional futures sense are presented.

Women and apparel entrepreneurship: An exploration of small business challenges and strategies in three countries

Purpose – The purpose of this study was to explore strategies used by successful female entrepreneurs to manage the challenges of running a small apparel business. Design/methodology/approach – A qualitative research design was used. Primary and secondary data were collected on small business in three countries: Russia, South Africa and Thailand. In-depth interviews were conducted with a total of 11 female small apparel business owners. Businesses ranged from tailoring and custom clothing shops, to small-scale design and production, as well as small apparel retail stores. Findings – Three emergent themes highlight the similarities and differences that surfaced across the participants’ narratives. Key issues within the thematic areas point to the need for these women to be creative in finding resources to start and grow their small apparel businesses, and to manage the competition that they face within this industry. Research limitations/implications – It is difficult to generalize the findings of this stu...

Consumers With Disabilities: A Qualitative Exploration of Clothing Selection and Use Among Female College Students

As the presence of disabled consumers has become more prevalent in social and occupational life, attention to the clothing needs of consumers with disabilities has increased. However, research about disabled consumers and their dress behavior remains scant. This study is designed to understand disabled consumers’dress behavior, specifically clothing selection and meanings. In-depth interviews were conducted with 10 disabled consumers. Five themes emerged as important to understanding their clothing behaviors: form and function, self-expression, social identity, self-efficacy, and symbols of victory. Themes are discussed relative to the literature on apparel meaning and consumer behavior, and findings are discussed within the framework of self-efficacy theory. Potential implications of this study and directions for future research are discussed.

Men's branded underwear: an investigation of factors important to product choice

Purpose – The purpose of this paper is to explore factors important to the product choice stage of the decision‐making process for the mens branded underwear consumer.Design/methodology/approach – A qualitative approach to data collection and interpretation was used. Individual in‐depth interviews were conducted with fifteen participants who had purchased mens branded underwear within six months prior to the study. Eight males and seven females, aged 23‐55, were given a voucher to purchase mens underwear at a designated US department store and asked to bring their purchases to the interview. A semi‐structured interview schedule was followed which posed open‐ended questions about purchasing mens branded underwear in general and specifically with regard to the use of the voucher. Interviews were audio recorded with participants consent and lasted approximately 45‐60 min.Findings – A thematic interpretation of the interview data led to the development of three emergent thematic areas used to explore iss...