Wearing apparel and accessories: Clothing, apparel

 

adidas Jersey Swap started life as a simple POS brief - but at a time when people are counting their pennies and interest in the game is dwindling it was recognized that something bigger needed to be

This study investigates brand loyalty and other brand performance metrics in the UK sportswear market. It utilises consumer purchase data kindly provided by Taylor Nelson Sofres. The study finds that ...

The article discusses consumer segmentation and the importance of targeting a product only to those who want it. A segmentation study for Delphine, a major women’s fashion label, is described. Women w ...

The article reports research showing that fashion fakes are increasingly acceptable, arousing little guilt. People buy these fakes knowingly, largely under peer pressure and the wish for social status

Because consumers don’t buy clothing the way they buy computers, brands need a category-specific understanding of how to best engage consumers via creative retail communication techniques. As the cons ...

A long-standing green shoe brand, Simple's success was threatened by the green consumer revolution as other brands jumped on the bandwagon and made Simple one of many. It needed to articulate why it c ...

Berlei went on a mission to 'uplift' the women of Australia by getting them in the right sized bra. The distinctive bra fitting bus, supported by its own local area marketing campaign, travelled down

This paper discusses a campaign for Nike which aimed to connect the brand with a new audience in a new way. Nike had developed a new range of kit focusing on the area of small-sided football, which ha

The history of clothing company Mudo, founded 1964. This article describes the company's growth, marketing and communications, advertising campaigns, export growth, licensing of foreign brands, expans

Van Gils was a strong formal menswear brand of the 1980s, but has since fallen into decline. In an effort to reverse this trend, a word of mouth campaign was developed based around the core theme that ...

This study examined Chinese consumers' responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western ...

Nike Bauer was being severely out-spent by Reebok, its major competitor in the hockey market. As it could not compete in financial terms, the brand aimed to make an emotional connection with consumers ...

The luxury fashion market has seen strong growth in the last few years as consumers look for an 'upmarket fashion fix' at the high-end of the market. As such, numerous brand owners - from J.C. Penney ...

Polo Ralph Lauren is an established American luxury clothing brand which has enjoyed massive success and become an aspirational label. Linking with the Wimbledon Tennis Championships provided a perfec ...

This paper tells the story of how Nike sought to win women over through the powerful insight that women dancers were frustrated that ignorant men failed to see dance as uncompromising athleticism. In ...

The Nike brand, and business, was built on 'Air' technology, but in recent times had failed to reinforce its performance benefits and was seen by consumers as a fashion rather than a sport brand. Athl ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

Every four years, the rivalry between sports brands intensifies as each attempts to leverage the holding of the FIFA World Cup™, and its audience of billions, to their advantage. With the 2006 tournam ...

Nike was seeking to become the number one player in the women's sportswear category. To do this, it needed to inspire all women to feel like athletes - and it decided to use dance as the vehicle to co ...

This short article provides an overview of the clothing industry, including a summary of recent market trends in terms of its overall media split, and the adspend of most of the major players in the m ...

This article discusses three US brands - Quaker Oats, SmartShop and Tommy Hilfiger - to illustrate how they are all seeking to improve the retail experience for shoppers. This includes adaptation for ...

To combat an all-out assault from Reebok, Nike created the new Nike Bauer brand. Bauer, a long established hockey company was the first brand to share the Nike name and logo, but initially the new bra ...

The campaign was to raise awareness for and increase sales of Jordan Brand's inaugural Jordan Lifestyle apparel collection, which hit the market in Fall of 2005. After its peak in the 1990s, the Jorda ...

This paper presents the sequential process followed to give birth to the retail formula, its strategy and its key elements, through the Filocolore case, a recent example of innovation in fashion retai ...

This article provides an insight into the foundations, history and current strategy of the Turkish fashion brand Vakko, with an emphasis on the products it offers, and its long-term advertising strate ...

This paper discusses a campaign for Skins, an athletic brand designed to improve blood circulation and reduce build-up of lactic acid (which makes muscles ache after exercise). The marketing objective ...

Despite a limited budget, the Virginia Tourism Corporation (VTC) had been a model promoter of state tourism for most of the second half of the twentieth century. In the late 1960s it began using the s ...

The Lee Apparel Company, a division of VF Corporation, piloted an image-altering advertising campaign that began in the autumn of 1995 and continued through 1997. Lee hoped to update its brand image i ...

Wrangler, Inc., a division of VF Corporation, launched a new line of clothing in 1993. The Rugged Wear line featured sturdy fabrics, camouflage patterns, and layers of warmth to appeal to those who ...

In 2003, Lee Jeans, a division of VF Corporation, was a 114-year-old company whose brand of women's jeans, Lady Lee Riders, had been a staple of closets for more than 50 years. But Lee was lo ...