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  • Generation X
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Positioning Fashion Companies to Meet Today’s Consumer Demands

V. Ann Paulins

V. Ann Paulins is director and associate professor of retail merchandising at Ohio State Universitys School of Human and Consumer Sciences. She publishes regularly in academic journals,such as the Journal of Fashion Marketing and Management, and presents her findings on consumer behavior at industry conferences. Her research interests include internship development, ethics and customer service quality, as well as examining the social psychology of consumption decisions. The American Association of Family and Consumer Sciences (AAFCS) presented her with the New Achiever award in 1997. Author affiliation details are correct at time of print publication.

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Julie L. Hillery

Julie L. Hillery is associate professor of textiles, apparel and merchandising at Northern Illinois University. In 2003, she was awarded a professorship with Kohls, a large clothing retailer based in Wisconsin, for her work as an internship coordinator between NIU students and the company. Author affiliation details are correct at time of print publication.

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Ethics in the Fashion Industry

Fairchild Books, 2020

Book chapter

...Upon completion of this chapter you will be able to:Define the role consumers play in decisions made by fashion companiesAppraise various perspectives, related to ethics, that customers consider in their decision-making processesIdentify...

The Environment of Fashion

Elaine Stone

Elaine Stone was Professor Emerita, Fashion Institute of Technology, New York. Author affiliation details are correct at time of print publication.

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Sheryl A. Farnan

Sheryl A. Farnan is Professor at Metropolitan Community College, USA, where she teaches merchandising, business and marketing courses. Author affiliation details are correct at time of print publication.

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The Dynamics of Fashion

Fairchild Books, 2018

Book chapter

...The four major factors affecting fashionHow research is used by fashion producers and retailers to help them with market segmentationThe five basic psychological factors that motivate human behavior—and how each affects fashionThe cardinal...

Consumer Markets

Sandra Keiser

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Sandra J. Keiser, MS, is an Associate Professor at Mount Mary University, USA. She served as chair of Mount Mary’s Fashion Department for 26 years. She is a member of the International Textile and Apparel Association and the Fashion Group International. In addition to her co-authorship of two textbooks, she is a freelance fashion writer and has led numerous study tours to Paris and New York. Author affiliation details are correct at time of print publication.

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Deborah Vandermar

Deborah Vandermar was previously a instructor in Apparel Design and Merchandising at the International Academy of Design and Technology in Seattle, USA, for seven years after a career of more than 30 years in Apparel Production with companies such as JH Collectibles and Nordstrom. Author affiliation details are correct at time of print publication.

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Myrna B. Garner

Myrna B. Garner is Professor Emerita at Illinois State University. Author affiliation details are correct at time of print publication.

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Beyond Design : The Synergy of Apparel Product Development

Fairchild Books, 2017

Book chapter

...“If you want to engage consumers, you can’t just talk at them. You have to have a two-way dialogue.”To understand today’s consumer-focused marketplaceTo understand customer analysis and market segmentationTo discuss the data sources...
...Learning Objectives Upon completion of this case, students should be able to: Explore the role of the creative director within a luxury fashion brand. Examine how Gucci recovered from stagnant sales and a lack of innovative designs while...

The Rise of the Hyperconnected Consumer

Social Media For Fashion Marketing : Storytelling in a Digital World

Bloomsbury Visual Arts, 2017

Book chapter

...Consumers today are connected, literally, to their phone.Understand the new hyper-connected consumerAssess how the Internet is becoming the consumer’s external memory bankInvestigate the psychological impacts caused by social media...

Chico’s Sizing

Leslie Davis Burns

Dr. Leslie Davis Burns is President and Founder of Responsible Global Fashion LLC and Professor Emerita of Apparel Design and Merchandising at Oregon State University. A scholar and educator around topics related to the international apparel industries, consumer behaviour, and corporate social responsibility, Leslie is author of Sustainability and Social Change in Fashion (2019, Fairchild Books) and co-author of The Business of Fashion (6th edition forthcoming, 2020, Fairchild Books). She is also the Editor-in-Chief of the new online resource, Bloomsbury Fashion Business Cases. Leslie is a Fellow of the International Textile and Apparel Association (ITAA) and has received the Distinguished Scholar and the Educator of the Year Awards from ITAA in addition to teaching, research, and leadership awards from Oregon State University. Leslie holds a BA from Washington State University and a Ph.D. in Consumer Sciences and Retailing from Purdue University. Author affiliation details are correct at time of print publication.

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Kathy K. Mullet

Kathy K. Mullet is based at Oregon State University. Author affiliation details are correct at time of print publication.

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Introductory business case

...Learning Objectives Upon completion of this case, students should be able to: Describe a company’s target market/customer. Compare and contrast apparel sizing charts. Describe advantages and disadvantages of developing a unique sizing...
...Learning Objectives Upon completion of this case, students should be able to: Explain the company’s values and goals. Identify and prioritize the organization’s different stakeholder groups. Conduct an external analysis, and describe...

Generational and Cultural Differences in Perceived Values of Luxury Products

Ka Tat Nixon Chen

Ka Tat Nixon Chen is based at Mahidol University International College, Tourism and Hospitality Management Division, Thailand. Author affiliation details are correct at time of print publication.

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Intermediate business case

...Learning Objectives Upon completion of this case, students will be able to: Analyze the role of perceived value of products in marketing luxury goods. Explain the perceived values that customers use to evaluate and select luxury products...