104 research outputs found

    Creative marketing and the clothes swapping phenomenon

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    An Evidence-Based Approach to Developing Faculty-Wide Training for Graduate Teaching Assistants

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    In 2000, Sharpe proposed a framework for graduate teaching assistant (GTA) training based on three key principles: departmental training, faculty training, and accreditation. Sharpe’s paper culminated in a call for Higher Education (HE) institutes to adopt this framework. Whilst the principles of Sharpe’s work remain relevant, the shape and structure of HE and accrediting bodies has changed due to the increasingly competitive market environment. Herein we provide an updated framework for GTA training based around implementation at a large English Russell Group University. We identify seven key elements for effective GTA training based on literature. We then demonstrate how this framework and the key elements can be implemented in practice, using GTA role descriptors and input from staff in Departments and Faculty. We demonstrate how the framework is applicable on a broad subject basis and how training is now supporting the 950 GTAs annually who work across the nine Schools within the Faculty of Science and Engineering, at the University of Manchester. The developed modular training sessions are mapped out and are benchmarked against both the Vitae Researcher Development Framework and the UK Professional Standards Framework allowing postgraduate students to apply for HEA accreditation through Advance HE (after suitable practice). Finally, the report discusses the benefits of implementation as well as lessons for future action, providing a set of key principles for others who want to develop their existing GTA training provision or set up a new training programme

    Exploring the spectrum of fashion rental

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    Purpose – Currently, fashion rental is suggested as being a way to bring about sustainability in the fashion industry. Although there has been some success for brands in this space, as of yet fashion rental remains a niche form of consumption. This study aims to uncover consumer perspectives of fashion rental to identify opportunities for developing a fashion rental business that meets the needs of current consumers. Design/methodology/approach – This is a qualitative study utilising semi-structured interviews combined with brainstorming and drawing exercises. Interviews were conducted with 17 women and three men. Findings – Findings indicate that considerations around fashion rentals are utilitarian in nature focussing on functional benefits rather than more hedonistic ones. A spectrum of products that people would be most interested in renting is given. Research limitations/implications – Although the study invited male and female participants, the sample is more female-heavy, which may reflect the fact that women tend to be more open to alternative modes of consumption. Practical implications – An important implication is that asking consumers to rent clothing requires a significant change in mindset. Brands need to ensure that their services "make sense" for the consumer to consider it as a viable alternative to purchasing new clothing. Originality/value – This paper proposes a spectrum of fashion items that consumers may be interested in renting; this aims to help brands develop services that meet consumer needs

    Trash - Couture – Can textile recycling of pre - consumer waste be made circular?

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    Background: The textile and garment industry has exponentially grown, with the production of clothing alone having doubled between 2000 and 2015 (WRAP, 2020), yet, the actual use of these garments and more specifically the wear-time has dramatically declined by approximately 36% (EMF, 2017). The United Kingdom (UK) has seen the highest amount of clothing consumption, compared with its European counterparts, thereby consuming an average of 26.7kg per capita (EAC, 2019). This has various consequences, as not only approximately 57% of garments end up in landfill (Common Objective, 2018), but also “hundreds of thousands of tones of fabric are wasted at the design and production stage before clothing reaches the customer” (ibid). To reiterate this further, it is estimated that as much as 15% of fabric is wasted during the pattern cutting stage, with scraps falling onto the shop floor (ibid). These 15% are only part of one stage of the creation process and does not include fabric swatches used to showcase colour or prototypes, not only of garments that may go into production, but also those that never see the shopfloor (Pre-Loved Podcast, 2021). Although the UK imports a lot of its clothing, we have seen an increase of re-locating factories back to the UK – in 2015 this estimated an increase of 7.6% of companies producing textiles in the UK (Bearne, 2018). This increase is partially driven by superfast fashion companies, such as Boohoo or Misguided, who are headquartered in the UK and seek to produce fashion close by to be able to react quickly to market demands (Bearne, 2018; Hammer, 2020). Here is, where some of the challenges emerge – not only are there supply chain issues and a lack of transparency (Duncan, 2020), but also an increase in production implies an increase in waste, which has environmental consequences. The latter aspect is the focus of this paper. Research Gap: Increased pre-consumer textile waste, which is waste that occurs within the supply chain and thus, prior to consumers being involved, is an issue that is further enhanced with more garments being produced. Seeing as the UK has seen an increase in textile and garment manufacturing in the UK and is also one of the countries with highest per capita consumption, there is a need to explore whether there are opportunities to reduce pre-consumer waste and re-distribute in a more circular manner. A key aspect that emerges is that circular solutions cannot be addressed in isolation, but should perhaps be addressed as a stakeholder approach, as such, it is vital to understand how stakeholders, some of which may be competitors, can work together to develop a more circular economy (e.g. Henninger et al., 2016; Koszewska, 2018; Kazancoglu et al., 2020). This research seeks to address this gap, by exploring how pre-consumer waste could be reduced, thereby focusing on stakeholder engagement to develope a more circular approach to textile recycling. In the USA we have seen the emergence of FABSCRAP, a New York based company that is specialized in re-distributing pre-consumer textile waste, thereby diverting waste materials from landfilling. This research explores whether the idea of FABSCRAP would work in a more localized area and how key stakeholders can address the issue of textile recycling and more generally textile waste. In doing this, we address the following research questions: RQ1: What are the biggest sources of pre-consumer textile waste? RQ2: What are the biggest concerns when it comes to discarding pre-consumer waste? RQ3: What are potential opportunities and drawbacks to developing a more circular approach to ‘waste’ distribution? Methodology: This research uses a qualitative approach to explore the major sources of textile waste and what potential solutions could look like that address a more circular approach to textile recycling. A database of key stakeholder was created to identify key players in the textile (recycling) industry, these include fashion retailers and manufacturers, charities, recyclers, local authorities, co-operatives. This is an on-going research project, which seeks to conduct 25 semi-structured interviews with these key stakeholders, which will be analyzed using a grounded approach as suggested by Easterby-Smith et al. (2015). The approach allows for patterns and themes to emerge organically, whilst at the same time can also be guided by theory. Conclusion: As alluded to, this research project is currently on-going, yet there are various key contributions that are expected. In terms of theoretical contributions, this research seeks to foster the debate surrounding stakeholder engagement. Practically, we will explore the potential to facilitate a more circular approach to pre-consumer waste distribution

    Modelling the antecedents of consumers' willingness to pay for eco‐labelled food products

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    The purpose of this paper is to model the antecedents of consumers' willingness to pay for eco‐labelled food products. This research utilizes the Theory of Planned Behaviour to model the impact of consumers' awareness of eco‐labels, environmental concerns, beliefs in the environmental ability of eco‐labels, and presence of children on their willingness to pay for eco‐labelled food products. This study uses structural equational modelling and PROCESS macros, to test the moderated mediation model on a sample of 333 online responses. Findings suggest the impact of consumers' environmental concerns and eco‐label awareness on their willingness to pay for eco‐labelled food products is partially mediated by consumers' belief in the environmental ability of these eco‐labels. The relationship is further moderated by the presence of children living in the household. This study establishes the value of consumers' beliefs in the environmental ability of eco‐labels and implies that communication strategies need to be carefully refined to provide consumers with more information about eco‐labels and to emphasize the environmental ability of eco‐labels utilized within the food industry as this can have an impact on their willingness to pay for these products, especially for consumers, who have children in the same household

    Extending the consumer style inventory to define consumer typologies for secondhand clothing consumption in Poland

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    Purpose: This paper tests the generalizability and veracity of an extended version of the original consumer styles inventory (CSI) framework for an under examined context, secondhand clothing consumption in Poland. Design/Methodology/Approach: From the extant literature on retail fashion consumption in Poland, the CSI framework is newly extended to include four additional ‘styles’ for secondhand clothing, with four respective hypotheses formulated to test. A total of 509 questionnaires were commissioned by the Brand Experience Research Agency in Poland in July 2016. The target sample comprised a mixed sample almost evenly distributed between female (52.7% - 268 responses) and male (47.3% - 241 responses) participants. A representative sample of consumers geographically, with a majority living in cities across Poland between 50.000 and 500.000 inhabitants, was accessed. Findings: The results confirm that the original CSI framework is partially accepted within the Polish market, with overall results supporting a modified version of the inventory. The reported results highlight that there are some distinct cultural differences when applying the Consumer Styles Inventory in Poland, an overall finding that is synonymous with other international CSI studies. It can be concluded that consumers in emerging markets are to some extent different to those in developed markets, due to a variety of social as well as cultural and economic factors. Practical Implications: For Polish consumers, the purchase of secondhand garments appears to be a reflection, to follow shortcuts to pursue Western European patterns, where clothing is a form of resistance to purchasing newly produced mainstream fashion. Originality/Value: This research newly extends the CSI framework to incorporate additional shopper styles for Polish consumers. Furthermore, this study contributes to the body of research within the CSI remit by adding results for an additional country, which has been examined rarely before.peer-reviewe
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