... clothing-focused for straight-size clothing sections). Theoretical and practical implications for marketers, advertisers and retailers are discussed. Originality/value This is the first study to assess the separation of plus- and straight-sized clothing sections in online retail spaces. As brands begin...

...Ye Wang; Fei Qiao Purpose The purpose of this study is uncovering the connotative and symbolic meaning of “luxury-lite brands” [轻奢]. Design/methodology/approach Applying mixed methods, this study conducted two studies: (1) a semiotic analysis of a focus group discussion and 10 interviews...

...Ulf Aagerup Purpose The purpose of this paper is to investigate if accessible luxury fashion brands discriminate overweight and obese consumers. Design/methodology/approach The physical sizes of garments are surveyed in-store and compared to the body sizes of the population. A gap analysis...

...Helen Goworek, Patsy Perry and Anthony Kent; Mirsini Trigoni Purpose – The purpose of this paper is to explore how interior spaces can be differently represented across home magazines of different background and target audiences. And investigates how visual texts can differentiate a brand...

... but manifests in a variety of ways depending on brand positioning, long-term strategic plans, expertise, and brand values, etc. Research limitations/implications – This study contributes to the body of knowledge about the importance of COO. The findings of this research will have practical implications...

...Aron O’Cass; Vida Siahtiri Purpose – The purpose of this paper is to examine fashion clothing consumption in relation to status consumption and perceptions of fashion clothing brand status (BS) in transition economies. Design/methodology/approach – A survey was designed and administered...

... an inverse association between status consumption and religiosity, where individual's FC is contingent upon the degree to which they are status conscious or religious. The other major finding of the present study is the importance of brand status in mediating the relationship between FC and willingness...

...Ian Phau; Min Teah; Ning Li; Andrew Robson; Nigel Coates Purpose Purchases of luxury fashion brands continues to grow rapidly in metropolitan China, creating a significant global marketplace. Associated behaviour is maturing, exhibiting levels of sophistication and is risk averse, consequently...

...Victoria Magrath; Helen McCormick Purpose Literature concerning branding elements is vast yet sporadic. Whilst many academics focus on one or a number of branding design elements, none have yet designed a holistic framework to demonstrate the variety of alternatives. The purpose of this paper...

... influence. The importance of branding to eight to ten year olds supports previous research in that it is closely correlated to peer pressure and the need to be accepted. Retailers were found to influence decision making mainly by the use of merchandise and branding to attract both children and parents...