Petite women: fit and body shape analysis

Only small quantities of apparel are available to the domestic petite sector, and they do not fit well due to lack of attention to proportion. In addition, other factors contributing to improper fit are a sizing system based on outdated anthropometric data gathered in the 1930s to create the voluntary product standard PS 42-70, and a rising obesity problem, resulting in an array of figure type variations ranging from apple-shaped to pear-shaped women, as opposed to the industry focused hourglass shape. The purpose of this exploratory study was to investigate fit and design with figure type variations for petite women, five feet four inches or under, and between the ages of 20-49. Using a proprietary database, patterns were developed, muslins were created, and fit of the muslins was assessed by a panel of judges on live models. An evaluation about the fit of the muslins was completed by fit models. Results of the statistical analysis showed a sample mean distribution most similar to the size 16 petite of the voluntary product standard PS 42-70, with a pear-like silhouette supported by the literature. Findings suggested that the prototypical petite pattern resulted in improved fit as compared to the pattern based on the voluntary product standard. Figure type analysis of the sample indicated that most subjects were outside the industry silhouette definitions. None had the industry standard hourglass silhouette, indicative of a lack of accommodation for the petite silhouette and figure type variations by the voluntary product standard PS 42-70

Symbolic Ingredient Branding to Promote Premier Locally Produced Material in Global Consumer Market: A Case of American Wild Alligator Leather

Co-branding is one of the most commonly used strategies to promote new brands and maximize the market potential of established brands (Keller, 1993; Rooney, 1995). Ingredient branding (InBranding) is a popular co-branding strategy involving host and ingredient brands to develop an ingredient branding offering (IBO). Such co-branding is a win-win strategy for both host and ingredient brands working together to expand markets (Norris, 1992). This exploratory conceptual study focuses on the premier fashion component, American wild alligator leather

College students’ acceptance of online mass-customized athletic shoes

Abstract This research intends to understand the acceptance of online mass-customized athletic shoes among college students through applying the theory of reasoned action with a focus on whether utilitarian value and need for uniqueness influence favorable attitude formation differently. The questionnaires were distributed to 260 college students in a major southeastern US university using extra class credit as participation incentive. SPSS 23.0 and SPSS Amos 23 were used in data analysis. Structural equation modeling with a path comparison were used to assess construct validity and test the proposed hypotheses and conceptual framework. Results showed that college students’ acceptance and purchase intention could be predicted by attitudes and subjective norm. In addition to perceived security of the online environment, utilitarian value and need for uniqueness equally facilitated formation of favorable attitude toward acceptance of online mass-customized athletic shoes among college students. Theoretical and practical implications, as well as the limitations of the study are further discussed