Development of a conceptual framework of the role of sizing in marketing strategy within clothing firms: Indications from in‐depth interviews with manufacturers

Simple item page
dc.contributor.authorOtieno, R.
dc.date.accessioned2014-09-02T09:22:39Z
dc.date.available2014-09-02T09:22:39Z
dc.date.issued2000
dc.description.abstractThe aim of this research was to develop a conceptual framework of the role of garment sizing in the marketing strategy of clothing manufacturing firms in Kenya. From the review of literature, salient components of marketing principles and practices that had been analysed by preceding authors provided the theoretical basis for this qualitative study. The procedures for the in‐depth interviews with 13 clothing manufacturers and ten retailers are explained. Based on grounded theory techniques, the data from the interviews were analysed, resulting in a conceptual framework for determining marketing strategy in this clothing market. Results showed that these firms are still market production oriented, and may face severe competition from inward‐bound competitors who are marketing oriented. This exploratory study contextualised the role of size charts in the marketing strategy of clothing firms.en_US
dc.identifier.citationJournal of Fashion Marketing and Management: An International Journal, Vol. 4 Iss: 4, pp.337 - 350en_US
dc.identifier.issn1361-2026
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/11112
dc.language.isoenen_US
dc.publisherEmeralden_US
dc.subjectMarketing strategyen_US
dc.subjectConceptual frameworken_US
dc.subjectGarment sizingen_US
dc.subjectIn‐depth interviewsen_US
dc.titleDevelopment of a conceptual framework of the role of sizing in marketing strategy within clothing firms: Indications from in‐depth interviews with manufacturersen_US
dc.typeArticleen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Development of a conceptual framework of the role of sizing....pdf
Size:
80.45 KB
Format:
Adobe Portable Document Format
Description:
abstract
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
RP-Department of Fashion, Design & Marketing