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Marketing Research Articles Related to the Apparel, Accessories, Textiles Industry

Marketing Research Articles Related to the Apparel, Accessories, Textiles Industry

Showing items 1-20 of 33.

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Surveys help settle trade dress infringement case

Published
October 1987
Author
Quirk's Staff
Abstract
Consumer surveys can be effective marketing tools, but when used in a courtroom setting, they can be effective legal tools too. Random intercept surveys can be used in trademark cases, like one between Kmart and LeSportsac Inc., to determine consumer perceptions.

A CATI system lowers Spiegel Inc.'s research costs and gives it a direct link to its customers

Published
February 1992
Author
Cheryl Ross
Abstract
This article describes Spiegel Inc.’s success using a computer-assisted telephone interviewing (CATI) system to conduct its phone surveys. Benefits included speed, the ability to develop more complex, flexible question patterns and the ability to integrate database information of past behaviors with current attitudes expressed in the survey responses.

A computer-assisted interviewing system lets the Youthwear Division of Levi Strauss hold the attention of young respondents

Published
February 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
To appeal to young respondents, the Youthwear Division of Levi Strauss & Co. incorporated an ACS-Query Solo computer-assisted interviewing program. The interview format included a segment in which children would interact with the computer. The article describes advantages of this system and specific strategies the company took to ensure that both the respondents and the mall interviewers would feel comfortable with the system.

Cotton Inc. uses tracking study to monitor consumer attitudes toward clothing, fashion

Published
February 1997
Author
Amy Campman
Abstract
Cotton Inc.'s ongoing research project, Lifestyle Monitor, tracks consumer attitudes about apparel, home furnishings and fiber selection.

Trade Talk: A look at our new look; going ethno in San Fran

Published
January 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
Background on the redesign of Quirk’s and a summary of highlights from the ethnographic research-related programming at the 2004 IIR Market Research Event.

Retailers use mystery shopping to improve - not just measure - customer service

Published
January 2005
Author
Judith Ann Hess
Abstract
Cites two examples of a swimwear store and a bridal store to illustrate how retailers can use mystery shopping.

Handbag makers should market the emotional aspects of owning their products

Published
May 2007
Author
Tanya Krim
Abstract
The author explores the relationship that women have with their purses, based on her own qualitative research, and outlines marketing opportunities that purse makers have yet to capitalize on.

What makes a brand great to today’s youth?

Published
February 2009
Authors
Chris Hubble and Bill Russo
Abstract
Marketers can earn Millennials’ loyalty by creating quality products and services that fill real needs and giving young consumers a reason to get involved with their brands. In addition, firms must comport themselves with honesty, integrity and sincerity and make sure that their image matches up with their day-to-day operations.

Trade Talk: How the strong retailers are surviving

Published
April 2009
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report by Kurt Salmon Associates details how companies such as Apple and Trader Joe's have created product and service offerings that resonate with consumers. These retailers share certain operational competencies, which the report explores.

In Case You Missed It... November 2009

Published
November 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: men's underwear and the economy; free shipping offers and holiday shopping; Tokyo marketing cafe for young, affluent women

Data Use: Telling the future from the past: predictive versus classical statistics

Published
February 2010
Author
William M. Briggs
Abstract
This article compares and contrasts predictive and classical statistics, making the case that predictive methods offer an effective way to use current data to make statements about future data.

How online observational techniques help qualitative researchers keep pace with the speed of consumers

Published
February 2010
Author
Matt Schroder
Abstract
Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.

Hollywood and Washington, D.C., influence Halloween '08

Published
October 2008
Author
Quirk's Staff

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

By the Numbers: Under the influence

Published
May 2010
Author
Stephen J. Hellebusch
Abstract
The author replicated an experiment from Predictably Irrational to better understand the impact that arbitrary coherence might have on marketing research studies.

In Case You Missed It... May 2010

Published
May 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: L.L. Bean uses students to take new line to the streets; GM launches test-driving facilities; green trends over the next decade

Telling tales: How taking the time to listen can boost brand building

Published
May 2010
Author
Bob Deutsch
Abstract
Looking at consumers as data points instead of human beings with worthwhile "stories" can cause qualitative research to miss the mark. To build a successful brand that resonates with consumers, researchers must listen to the real-life stories and tailor their products to rise above being a mere commodity.

Data Use: Arbitrary incoherence, or, a failure to replicate

Published
December 2010
Author
Stephen J. Hellebusch
Abstract
In a follow-up to his May 2010 article on the same topic, the author reports on his attempts to further investigate the impact - or lack thereof - of arbitrary coherence.

'Dry clean only' a major deterrent for women shoppers

Published
January 2011
Author
Quirk's Staff
Abstract
Women are on the hunt for easy-care items when shopping for apparel and shy away from dry-clean-only, hand-wash-separately and easy-to-wrinkle clothes.