Subjects -> TEXTILE INDUSTRIES AND FABRICS (Total: 40 journals)


Showing 1 - 16 of 16 Journals sorted alphabetically
AATCC Journal of Research     Full-text available via subscription   (Followers: 13)
AATCC Review     Full-text available via subscription   (Followers: 4) - Revista Eletrônica de Moda     Open Access  
Asian Journal of Textile     Open Access   (Followers: 11)
Autex Research Journal     Open Access   (Followers: 3)
Cerâmica     Open Access   (Followers: 6)
Composites Science and Technology     Hybrid Journal   (Followers: 245)
Fashion and Textiles     Open Access   (Followers: 17)
Fashion Practice : The Journal of Design, Creative Process & the Fashion     Hybrid Journal   (Followers: 13)
Fibers     Open Access   (Followers: 7)
Fibre Chemistry     Hybrid Journal   (Followers: 4)
Focus on Pigments     Full-text available via subscription   (Followers: 4)
Geosynthetics International     Hybrid Journal   (Followers: 5)
Geotextiles and Geomembranes     Hybrid Journal   (Followers: 6)
Indian Journal of Fibre & Textile Research (IJFTR)     Open Access   (Followers: 14)
International Journal of Fashion Design, Technology and Education     Hybrid Journal   (Followers: 17)
International Journal of Textile Science     Open Access   (Followers: 15)
Journal of Engineered Fibers and Fabrics     Open Access   (Followers: 2)
Journal of Fashion Technology & Textile Engineering     Hybrid Journal   (Followers: 10)
Journal of Industrial Textiles     Hybrid Journal   (Followers: 6)
Journal of Leather Science and Engineering     Open Access   (Followers: 1)
Journal of Natural Fibers     Hybrid Journal   (Followers: 6)
Journal of Textile Design Research and Practice     Full-text available via subscription   (Followers: 6)
Journal of Textile Science & Engineering     Open Access   (Followers: 6)
Journal of The Institution of Engineers (India) : Series E     Hybrid Journal   (Followers: 2)
Journal of the Textile Institute     Hybrid Journal   (Followers: 11)
Text and Performance Quarterly     Hybrid Journal   (Followers: 5)
Textile History     Hybrid Journal   (Followers: 20)
Textile Progress     Hybrid Journal   (Followers: 5)
Textile Research Journal     Hybrid Journal   (Followers: 14)
Textiles and Clothing Sustainability     Open Access   (Followers: 3)
Textiles and Light Industrial Science and Technology     Open Access   (Followers: 5)
Third Text     Hybrid Journal   (Followers: 11)
Wearables     Open Access   (Followers: 2)
Similar Journals
Journal Cover
Fashion and Textiles
Journal Prestige (SJR): 0.185
Citation Impact (citeScore): 1
Number of Followers: 17  

  This is an Open Access Journal Open Access journal
ISSN (Online) 2198-0802
Published by SpringerOpen Homepage  [261 journals]
  • Determinants of consumer attitudes and re-purchase intentions toward
           direct-to-consumer (DTC) brands

    • Abstract: Abstract In the fashion and retail industry, a group of startups, referred to as Direct-to-Consumer (DTC) brands, are proliferating. DTC brands are defined as e-commerce brands that sell directly to consumers, without retailer ‘middlemen’ like department stores. They typically begin as a purely online business, fully leveraging digital channels for marketing and selling. Given the limited research on the topic, this paper aims to identify determinants of consumers’ attitudes and re-purchase intentions toward DTC brands. The initial qualitative phase of in-depth interviews with frequent DTC shoppers, resulted in the identification of eight determinants. The subsequent quantitative analysis with 210 US DTC shoppers confirmed that co-creation, cost-effectiveness, website attractiveness, brand uniqueness, social media engagement, and innovativeness of DTC brands significantly influence consumers’ attitudes while cost-effectiveness (indirectly), brand uniqueness, social media engagement, and brand innovativeness affect consumers re-purchase intentions. The findings offer insights for aspiring entrepreneurs and incumbent retailers on strengthening their value propositions.
      PubDate: 2021-01-25
  • Development of smart insole for cycle time measurement in sewing process

    • Abstract: Abstract A smart insole system consisting of pressure sensors, wireless communication modules, and pressure monitoring software has been developed to measure plantar pressure distribution that appears in sewing process. This system calculates the cycle time of each operation by analyzing the real-time plantar pressure data. The operation cycle time was divided into the time done by machine and by manual and calculated by adding the two types of time. By analyzing the cycle time, it is possible to estimate the type of operation a worker is performing. The ability to calculate accurate cycle time and to manage a large volume of data is the advantage of this system. Establishing an accurate cycle time of all operations would be of great help in improving the production process, capacity planning, line efficiency, and labor cost calculation. The system is expected to be a good alternative to the conventional manual measurement process. It will also be able to meet the high demand from garment manufacturers for automated monitoring systems.
      PubDate: 2021-01-25
  • Charging device for wearable electromagnetic energy-harvesting textiles

    • Abstract: Abstract The study aims to develop charging devices for wearable electromagnetic energy harvesting textiles (WEHT). Electromagnetic energy through human movement can be easily and naturally generated and is not significantly affected by environmental factors, however, the electric current generated by the electromagnetic method of human movement is difficult to efficiently charge. Three charging circuits for use with wearable electromagnetic energy-harvesting textiles were developed. The three types of charging circuits developed are rectifier, voltage doubler, and voltage quadrupler circuits. The performances of the developed circuits were evaluated in comparison with a normal storage circuit, in which the generated energy is stored immediately. The results show that storage energy was generated from the WEHT in all the developed circuits, and the charging efficiency improved as the simulated walking frequency increased. Energy generated from wearable electromagnetic energy harvesting textiles has the highest storage efficiency when charged with a rectifier circuit. The rectifying circuit method showed a charging rate twice that of a normal storage circuit. The charging speed of the rectifier circuit was faster to reach 3.7 V, the nominal maximum barrier voltage of the single-cell lithium-ion batteries used in portable devices, than the normal charging circuit. In the voltage multiplier circuit, the voltage drop generated in the circuit was large, so the charging efficiency was not superior to the normal circuit or rectifier circuit. In conclusion, it is most effective to use a rectifier circuit for charging portable electronic devices using the energy harvested by wearable electromagnetic energy harvesting textiles.
      PubDate: 2021-01-15
  • Development and testing of material extrusion additive manufactured
           polymer–textile composites

    • Abstract: Abstract The adoption of Additive Manufacturing (AM) has gradually transformed the fashion industry through innovation and technology over the last decade. Novel AM systems and techniques are continuously being developed, leading to the application of AM polymers with textiles and fabrics in the fashion industry. This work investigates the development and testing of polymer–textile composites using polylactic acid (PLA) filaments on synthetic mesh fabrics using direct material extrusion (ME). An aspect of this paper highlights the appropriate combination of printing material, textile substrate, and printer settings to achieve excellent polymer–textile adhesion. Details of the printing process to create polymer–textile composites are described, as are the interfacial strength results of the T-peel tests, and the observed failure modes post-testing. The peel strengths for different ME bonded polymer–textile composites are examined and used to identify the compatibility of materials. This work visualised the potential of direct ME of polymers onto textile fabrics as a material-joining approach for new textile functionalisation, multi-material composite explorations and innovative aesthetic print techniques. This work also adds to the limited knowledge of AM polymer–textile composites, which can provide helpful information for designers and researchers to develop new applications and facilitate future research development in smart embedded and programmable textiles.
      PubDate: 2021-01-05
  • I wear, therefore I am: investigating sneakerhead culture, social
           identity, and brand preference among men

    • Abstract: Abstract While the popularity of athletic footwear or “sneakers” has been widely assessed within academic literature, few studies to date have examined the influence of a specific sneaker subculture called “Sneakerheads”. Moreover, the brand preferences and brand identities that may exist within the Sneakerhead subculture have not been extensively examined. To address this gap in the research, semi-structured interviews were conducted with 12 male, self-identified Sneakerheads. The main goal of the research was to explore the Sneakerhead culture, while gaining an understanding of brand preferences, practices, and group identity factors. The Social Identity Theory was employed as the theoretical framework for this research. Qualitative analysis of the interviews revealed the following three topical areas: (1) Back in the Day, (2) All About the Jumpman, and (3) For Members Only. Findings regarding the unique culture of Sneakerheads indicate a clear sense of group identity as it relates to motivations, behaviors, and brand identity within the Sneakerhead community. Moreover, the findings of this study further define the lifestyle of a Sneakerhead and shed light on their unique behaviors and practices within the culture.
      PubDate: 2021-01-05
  • Combined effect of facial sweating and mounting a night vision device on
           helmet stability

    • Abstract: Abstract A night vision device (NVD) equipped on a ballistic helmet violates the locational stability of a helmet, and sweating remaining inside a helmet can also reduce helmet stability. This study aimed to investigate the combined effect of sweating and mounting a NVD on helmet stability. Nine healthy males participated in the experiments which consisted of military simulated tasks and 20 min walking. Subjective evaluations containing helmet stability and comfort along with physiological measurements such as microclimate inside a helmet and sweating rate were obtained. Local sweat rate on the forehead was predicted by sweat rate on the upper back and forearm. The results showed that (1) mounting a NVD did not significantly influence on helmet stability per se before onset of sweating, however, (2) when it is combined with sweating, helmet stability reduced 50% during shooting in a prone position (P < 0.05). (3) There was a significant correlation with helmet overall comfort and helmet stability (r = 0.762, P < 0.05), and between helmet stability and helmet pressure (ρ = 0.701, P < 0.05). The present study demonstrated that mounting additional devices on the helmet violates helmet stability when accompanied by sweating, even when optimized fit provided and that just tightening bands cannot be an absolute solution. This study emphasized the importance of helmet stability as a variable for evaluating helmet comfort.
      PubDate: 2020-12-25
  • Development of hip protectors for snowboarding utilizing 3D modeling and
           3D printing

    • Abstract: Abstract The purpose of this study was to develop a highly comfortable 3D male hip protector using 3D modeling and printing technologies. The hip protector pads and patterns were devised using 3D human body shapes, and three types of pads were chosen in consideration of snowboarding motions. The three types of pads were as follows: first, the original type with no hole; second, an inner open type with an incision on the inside; and third, an outer open type, with an incision on the outside. Another variable of the protective pads was the material: 3D printed thermoplastic polyurethane (TPU) pad + ethylene–vinyl acetate (EVA) foam or only EVA foam. Six types of pad prototypes were 3D printed and evaluated for subjective wearing comfort. Subjective comfort, fit, activity comfort, and shock absorption were evaluated on an 11-point Likert scale. The study results showed that protectors printed using TPU material were not different from the results of 3D modeling. The evaluation results revealed that comfort, fit, and motion comfort were all negatively evaluated by subjects when wearing the original pad. While fit, comfort, and motion comfort were all positively evaluated by subjects when wearing the outer open-type pad, and comfort and motion comfort were positively evaluated by subjects when wearing the inner open-type pad. With respect to materials, pads made with the 3D printing (TPU) and EVA foam combination provided the best results in terms of overall comfort, buttocks comfort, and activity comfort.
      PubDate: 2020-12-20
  • Development of prediction model through linear multiple regression for the
           prediction of longitudinal stiffness of embroidered fabric

    • Abstract: Abstract Embroidery through computer aided semi-automatic machines is one of the most widely used option for the surface ornamentation of apparel fabrics at present. Since the embroidery process includes addition of certain amount of embroidery-threads depending upon the design motif, it is quite obvious that basic physical and functional properties of fabric are subject to change. It is therefore important to develop an algorithm or empirical equation for proper prediction of the properties of the embroidered fabric, relevant to its required end-use in apparel industry. In this context, an effort has been made to determine a prediction equation through linear multiple regressions for the prediction of longitudinal stiffness of embroidered fabric in terms of flexural rigidity in warp direction of the base fabric, considering the input parameters as warp-way flexural rigidity of the base fabric, breaking load and linear density of the embroidery thread, stitch density, average stitch length and average stitch angle of the embroidery design. The final Prediction model is statistically verified taking new embroidery samples of different varieties. It is found that the model can predict with a very satisfactory level of accuracy. Also, the influences of the embroidery parameters in this context have been analyzed through the corresponding regression coefficients and the three dimensional (3D) surface curves. Stitch density has been emerged as the most influential parameter, followed by the stitch length and the stitch angle.
      PubDate: 2020-12-15
  • Optimization of dyeing parameters of cotton standardized samples for
           laundry test of dye transfer inhibition program

    • Abstract: Abstract In order to prevent light-colored clothes from being stained by dyes released from dark clothes during the washing process, some new-type washing machines have developed the dye transfer inhibition washing program. However, there is no certified reference materials for the test of dye transfer inhibition function. To this end, cotton fabric and reactive dyes are used as experimental materials to prepare standardized samples to evaluate the dye transfer inhibition function of washing machines. Firstly, the single factor analysis method is used to analyze the significance of the dyeing parameters including dye dosage, dyeing temperature, sodium sulfate dosage and sodium carbonate dosage. Secondly, a 4-factor 5-level experimental design and theoretical prediction of the best dyeing parameters are successively carried out through central composite design and response surface method. Two evaluation indicators, the dye release amount of the standardized sample of dyed fabric and the color difference value of the standardized sample of white fabric after washing, are proposed as the response values for response surface analysis to search the optimal dying parameters in theory. The optimal dyeing parameters obtained through response surface analysis are that the dosage of dye is 5.63% (owf), the dyeing temperature is 60 °C, the dosage of sodium sulfate is 93.60 g/L, and the dosage of sodium carbonate is 15 g/L. Experimental results indicate that the standardized samples prepared with optimal dyeing parameters can effectively distinguish the dye transfer inhibition function of washing machines.
      PubDate: 2020-11-25
  • Body shape classification of Korean middle-aged women using 3D

    • Abstract: Abstract Most Korean apparel companies lack suitable dress forms for the different body types of middle-aged Korean women, resulting in poor clothing fit for them. As a part of an ongoing project to develop a dress form that fully reflects Korean middle-aged women’s bodies, this study classified the body shapes and examined the anthropometric characteristics of women in their 40s and 50s. The 3D anthropometric data of 302 middle-aged women of normal weight (18.5 ≤ BMI < 25) were obtained from the 6th Size Korea. Sixty-three measurements related to the construction of dress form were chosen. Based on the scores from five factors, the body shapes of Korean middle-aged women were classified into four types: Type 1 had a broader shoulder and a slightly developed upper body but a more developed lower body; Type 2 had a longer, relatively thin and flat, vertical body; Type 3 had a shorter body and smaller torso than the other types, and the lower body was more developed than the upper; Type 4 had a bulky upper body and the highest BMI, but the lower body was rather small. The nine key measurements in classifying the body shapes of Korean middle-aged women were found by discriminant analysis. The characteristics of representative body shapes obtained in this study can be useful for developing dress forms for clothing that better fits Korean middle-aged women.
      PubDate: 2020-11-15
  • Approaching fashion design trend applications using text mining and
           semantic network analysis

    • Abstract: Abstract This study aims to identify fashion trends with design features and provide a consumer-driven fashion design application in digital dynamics, by using text mining and semantic network analysis. We examined the current role and approach of fashion forecasting and developed a trend analysis process using consumer text data. This study focuses on analyzing blog posts regarding fashion collections. Specifically, we chose the jacket as our fashion item to produce practical results for our trend report, as it is an item used in multiple seasons and can be representative of fashion as a whole. We collected 29,436 blog posts from the past decade that included the keywords “jacket” and “fashion collection.” After the data collection, we established a list of fashion trend words for each design feature by classifying styles (e.g., retro), colors (e.g., black), fabrics (e.g., leather), and patterns (e.g., checkered). A time-series cluster analysis was used to categorize fashion trends into four clusters—increasing, decreasing, evergreen, and seasonal trends—and a semantic network analysis visualized the latest season’s dominant trends along with their corresponding design features. We concluded that these results are useful as they can reduce the time-consuming process of fashion trend analysis and offer consumer-driven fashion design guidelines.
      PubDate: 2020-11-05
  • Non-boundaries of style represented in fashion Instagram: a social media
           platform as a digital space–time

    • Abstract: Abstract This study qualitatively examines the “non-boundaries of style” represented in fashion on a social media platform. The term “non-boundary” refers to a nonlinear boundary or distinction based on the more flexible time and space in the digital era, rather than a space at a certain time. Based on a theoretical review of media ecology, that is, how the media environment transforms human experience and affects society and culture, the spatial and temporal aspects of digital platforms were characterized as transcendental, open social, realistic virtual, and aesthetic spaces in everyday lives. The fashion-related images from the Instagram account of global fashion influencer Susanna Lau (@susiebubble), uploaded from May 2012–June 2019, were then analyzed, including their titles, caption content, hashtags, and followers’ commentary. Analysis showed that the images represent a digital lifestyle and trace the non-boundaries of style across the binaries of work–leisure, public–private, real–virtual, and geography–culture.
      PubDate: 2020-10-15
  • Unifying yet dividing: voices of pussyhat maker–wearers who participated
           in the 2017 Women’s Marches

    • Abstract: Abstract On January 21, 2017, several million protesters took part in the “Women’s March on Washington” and its more than 400 sister Marches held in cities throughout the U.S. and across the globe. One enduring image of these Marches was the (often pink) pussyhat. In this qualitative study we examine broader issues of inclusion and exclusion within craftivism and take a closer look at the way craftivism supported, and potentially detracted from, its intended purpose as a unifying symbol of the Marches. From a dataset of 511 surveys distributed and collected online, 71 “maker–wearers” were identified and investigated for this study. While our overarching question focused on the role of craftivism related to the inaugural March and the pussyhat, we seek to understand not only the voices of craftivists, but also the voices of marchers who reported negative and/or controversial associations with the pussyhat. Building on previous findings that the majority of marchers we surveyed perceive the pussyhat as an anti-Trump symbol that represented women’s power, strength, and solidarity, a small number of our respondents and emergent voices in mainstream media have indicated concerns about potential racism and trans person exclusion represented by the pussyhat. We conclude that even as the pussyhat is recognized as a unifying symbol, it is simultaneously representative of exclusionary, potentially divisive practices within both craftivism and feminism. As awareness of the pussyhat’s problematic symbolism is spreading, new conversations have spawned about intersectionality and the implementation of more inclusive practices.
      PubDate: 2020-10-05
  • Digital atmosphere of fashion retail stores

    • Abstract: Abstract This study sheds light on a prominent issue in retailing: how the digital atmosphere can affect the consumer decision-making process in a fashion retail store. Digital devices and services such as digital screens and digital signage are widely employed in fashion retail stores, transforming the way consumers make decisions about purchasing fashion products. This research investigates how the digital atmosphere affects consumers’ purchase behavior patterns based on the attention-interest-desire-search-action-share (AIDSAS) model. The findings show that attention is a key antecedent to interest, desire, and behavioral responses (search, action, and share) triggered by the digital atmosphere. The findings further suggest that attention has significantly positive effects on consumers’ purchasing patterns of utilizing the digital atmosphere in two types of fashion retail stores: sports and luxury stores. However, we find that these positive effects are more pronounced for sports retail stores than luxury retail stores. This research contributes to understanding consumer behavior related to the digital atmosphere of fashion retail stores by applying the AIDSAS model and helps uncover the stepwise relationships between attention to the store atmosphere-interest/desire and the products-behavior response. These findings have practical implications that can be applied in the fashion industry.
      PubDate: 2020-09-25
  • Constructing cultural identity through weaving among Ri-Bhoi women
           weavers: a symbolic interactionist approach

    • Abstract: Abstract With this interpretive study, we sought to understand how weaving as an activity contributed to constructing women handloom weavers’ cultural identity in the region of Ri-Bhoi, a district in Meghalaya, India, by exploring weavers’ experiences through changing tides of modernization in the handloom industry of the region. We adopted a lens of symbolic interaction to consider the ways in which interactions within the Ri-Bhoi cultural context contributed to meanings about the women’s weaving activities and their cultural identities. An ethnographic approach was implemented using participant observation, field notes/journaling, and informal and formal interviews to collect relevant data. Analyses revealed four themes representing the value that Ri-Bhoi women weavers attached to various aspects of their weaving tradition, which in turn, supported their cultural identities: (a) maintaining the tradition of weaving through acquisition and exchange of knowledge, (b) securing social support from family and community, (c) maintaining the tradition of weaving through creation of textiles that symbolize tribe and culture, and (d) achieving a sense of fulfillment (i.e., joy, happiness, and pride). Further exploration revealed that the modernization of the Ri-Bhoi handloom industry increased engagement of women in weaving and their passion to preserve their tradition, which further strengthened their connection to weaving. Implications and future research directions are discussed.
      PubDate: 2020-09-15
  • Bio-EPDM/tungsten oxide nanocomposite foam with improved thermal storage
           and sea water resistance

    • Abstract: Abstract Bio ethylene propylene diene monomer (EPDM) produced with sugarcane-derived ethylene is an eco-friendly alternative material that can perform similarly to an oil-based synthetic rubber while reducing dependence on fossil resources. In this study, bio-EPDM/tungsten oxide nanocomposite was prepared to improve thermal insulation properties of bio-EPDM foam for application in highly functional eco-friendly diving wetsuits. The synthesized tungsten bronze nanorods (TBNRs) were doped with sodium and added to the bio-EPDM compound, then foam was generated by molding at 155 °C under a high-pressure. After foam molding, the effects of TBNRs on the sea water resistance as well as the thermal and mechanical properties of bio-EPDM foam were investigated. As a result, TBNRs remarkably improved the softness and photothermal properties of bio-EPDM foam without a significant reduction of their mechanical properties. Especially, the excellent dimensional stability of the bio-EPDM foam with TBNRs under the sea water circumstance highlights its superiority as a material for marine sports. Overall results indicate that the bio-EPDM foam material containing TBNRs at the optimum ratio can be fully utilized for the development of eco-friendly and high-performance wetsuit materials with excellent elasticity, flexibility, and thermal insulation properties.
      PubDate: 2020-09-05
  • Application of persimmon ( Diospyros kaki L.) peel extract in indigo
           dyeing as an eco-friendly alternative reductant

    • Abstract: Abstract The aim of this study is to investigate the efficacy of persimmon (Diospyros kaki L.) peel extract as a reductant for indigo dyeing. Dried persimmon peel was water extracted and its sugar contents and functionalities were determined. Its reducing power was studied in terms of redox potential of the indigo bath and color strength (K/S value) of the ramie fabrics dyed in the indigo reduction bath. Total sugar content of the extract was 74.3%. Antioxidant capacity reached up to 86.0% at 3.5 μg/mL of the extract concentration. The persimmon peel extract had an effect on indigo reduction and the maximum color strength was obtained within one or two day. At 2–3% of the extract concentration, the redox potential of the indigo bath was maintained in the range of − 550 ~ − 600 mV for 10 days. With increase in the extract concentration, reduction state lasted for longer time and higher color strength was obtained. The persimmon peel extract can be used for indigo reduction dyeing as a sustainable, nontoxic, biodegradable alternative to sodium dithionite.
      PubDate: 2020-08-25
  • Physiological and psychological neck load imposed by ballistic helmets
           during simulated military activities

    • Abstract: Abstract The wearing of ballistic helmets commonly coordinated with a night vision device (NVD) often imposes a load to the neck of a soldier. A lighter ballistic helmet promises comfort and enhanced combat performance, but technological developments have not provided a complete solution satisfying all the requirements, including cost. Moreover, the change in munition has led to increasing demand for the attachment of more accessories to the helmet, providing advanced functions but additional weight. Therefore, the current study quantified the neck muscle strain caused by the varying weight of a ballistic helmet, particularly during simulated infantry activities with moderate neck flexion and neck extension against a head-weight in the prone position. Eight healthy males participated on four separate days. On each day, different loads were placed on the head: 0 kg (no helmet, NH) to 2.07 kg (1.5 kg helmet with a 0.5 kg night vision device, HH&NVD). The results showed that prone shooting imposed substantial muscular strain on the splenius capitis (neck extensor), resulting in a 7–9% maximal voluntary contraction depending on the overall helmet loads. In addition, a gradual increase in the subjective neck load and pain in proportion to the overall weight of the helmet assembly was noted, and the heaviest loads caused severe complaints for muscular discomfort. This paper recommends strategies for designing and developing ballistic helmets as well as further methodological issues on evaluating neck muscle strain caused by the helmet weight.
      PubDate: 2020-08-15
  • A Fulbright Scholar’s report on textiles and apparel education in

    • Abstract: Abstract Myanmar, once known as Burma, has a substantial history in the textiles and apparel industry. In the past, the nation’s contribution to the industry was small compared to that of other Asian nations. However, Myanmar’s global trade in textiles and apparel products has increased dramatically after the European Union suspended its sanctions in 2013 and after the United States issued a waiver and general license in 2012 (Kent, Can manufacturing succeed in Myanmar,, 2012). This trend is expected to continue, with Myanmar’s apparel exports projected to more than double by 2020, reaching $4 billion ( Given the economic growth potential of the textiles and apparel industry, it is imperative for Myanmar to support textiles and apparel education regarding design, product development, retailing, and marketing. The author served as a U.S. Fulbright Scholar to Myanmar for the 2018–2019 term. She taught a course in the MBA program at Yangon University of Economics in Yangon, Myanmar, in addition to working in the Myanmar fashion industry to support fashion entrepreneurs using traditional Myanmar textiles and designs. In this report, the author provides her insight on the current status of Myanmar’s textiles and apparel education, along with information on the textiles and apparel industry in Myanmar.
      PubDate: 2020-08-05
  • Something seems fishy: mainstream consumer response to drag queen imagery

    • Abstract: Abstract This study investigates how drag queen imagery in advertising and mainstream consumers’ tolerance towards homosexuality (i.e., drag queens) affect their attitudes towards the advertisement and brand in the context of beauty brand advertising. Based on the social identity theory, this study posits that implicit (vs. explicit) drag queen-themed imagery and consumers holding high tolerance as an in-group of LGBTQ+ cultures (vs. out-group of lower tolerance individuals) would have greater impact on ad attitude and brand attitude independently and together. A web-based experiment reveals that while different imagery types (implicit vs. explicit) in ads do not differentiate attitudes toward ad and brand, consumers’ individual tolerance of the drag queen culture positively affects such responses. Additionally, the ad imagery and consumer tolerance toward drag queens have an interaction effect on brand attitude via ad attitude in the explicit drag queen-themed imagery condition but not in implicit imagery. The results add insight to a growing body of literature on the LGBTQ+ and social identity theory research and benefit marketers with a better understanding of how to manage drag queen-themed advertisements within mainstream media.
      PubDate: 2020-07-25
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Heriot-Watt University
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