Perceptions of branding in the clothing industry
Young Black adolescents can no longer be ignored as an important and strategic market segment in the South African clothing industry. Yet, very little research has been undertaken in the academic domain on their perceptions and attitudes on fashion in general and certain clothing items in particula...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1779 |
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| _version_ | 1832593753647349760 |
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| author | Andrissa van Eck Anské Grobler Frederick Herbst |
| author_facet | Andrissa van Eck Anské Grobler Frederick Herbst |
| author_sort | Andrissa van Eck |
| collection | DOAJ |
| description |
Young Black adolescents can no longer be ignored as an important and strategic market
segment in the South African clothing industry. Yet, very little research has been
undertaken in the academic domain on their perceptions and attitudes on fashion in
general and certain clothing items in particular. Psychological aspects influencing the
buying behaviour of young male and female Black consumers have not been explored in
great depth. The focus of this article was young Black consumers’ perceptions of branded versus
unbranded clothes. The results of this exploratory study indicated that (i) both male
and female Black adolescents share positive perceptions towards branded clothes; (ii)
although unbranded items were perceived as less favourable, their worth was not denied;
and (iii) when it comes to possible differences in the two genders’ perceptions of designer
labels versus non-designer labels, they speak with one voice: designer labels are much
preferred. The article concludes with recommendations to marketers in the South African clothing
industry as well as some comments on future research on this increasingly important
topic.
|
| format | Article |
| id | doaj-art-169bf9e90a6d4ca0a206a6ade504d3a4 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-169bf9e90a6d4ca0a206a6ade504d3a42025-01-20T08:51:24ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0123110.36615/jcsa.v23i1.1779Perceptions of branding in the clothing industryAndrissa van Eck0Anské Grobler1https://orcid.org/0000-0002-0361-7239Frederick Herbst2https://orcid.org/0000-0001-5213-0630University of PretoriaUniversity of PretoriaFLAME University Young Black adolescents can no longer be ignored as an important and strategic market segment in the South African clothing industry. Yet, very little research has been undertaken in the academic domain on their perceptions and attitudes on fashion in general and certain clothing items in particular. Psychological aspects influencing the buying behaviour of young male and female Black consumers have not been explored in great depth. The focus of this article was young Black consumers’ perceptions of branded versus unbranded clothes. The results of this exploratory study indicated that (i) both male and female Black adolescents share positive perceptions towards branded clothes; (ii) although unbranded items were perceived as less favourable, their worth was not denied; and (iii) when it comes to possible differences in the two genders’ perceptions of designer labels versus non-designer labels, they speak with one voice: designer labels are much preferred. The article concludes with recommendations to marketers in the South African clothing industry as well as some comments on future research on this increasingly important topic. https://journals.uj.ac.za/index.php/jcsa/article/view/1779Perceptions of brandingblack adolescentsSouth African clothing industrybranded versus unbranded clothesrecommendations |
| spellingShingle | Andrissa van Eck Anské Grobler Frederick Herbst Perceptions of branding in the clothing industry Communicare Perceptions of branding black adolescents South African clothing industry branded versus unbranded clothes recommendations |
| title | Perceptions of branding in the clothing industry |
| title_full | Perceptions of branding in the clothing industry |
| title_fullStr | Perceptions of branding in the clothing industry |
| title_full_unstemmed | Perceptions of branding in the clothing industry |
| title_short | Perceptions of branding in the clothing industry |
| title_sort | perceptions of branding in the clothing industry |
| topic | Perceptions of branding black adolescents South African clothing industry branded versus unbranded clothes recommendations |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1779 |
| work_keys_str_mv | AT andrissavaneck perceptionsofbrandingintheclothingindustry AT anskegrobler perceptionsofbrandingintheclothingindustry AT frederickherbst perceptionsofbrandingintheclothingindustry |