Young Men’s Choice of Fashion as a Career Path: “Seekers” and “Settlers”

( Elena Karpova ),( Juyoung Lee ),( Ashley Garrin ) 복식문화학회 2018 Fashion, industry and education Vol.16 No.2

This study explored men’s choice of fashion as a college major and, subsequently, a non-traditional career path. Such investigation is important to gain a better understanding of the motives and processes of selecting a non-traditional college major and subsequent career path. This research consulted several theoretical frameworks to guide the development of research questions and help interpret the findings of the study. Specifically, our study builds upon Holland’s trait theory (1982), Gottfredson’s (1981) circumscription theory, Farmer’s (1985) model of career motivation, and Simpson’s (2005) typology of men’s non-traditional career entry. A qualitative method was used to explore men’s experiences of selecting fashion as an academic major in college and deciding to pursue a career in the traditionally female-dominated field. Following the analysis of 22 individual interviews with male upperclassmen majoring in fashion, three topical areas emerged and we proposed a model of male students’ path to a non-traditional college major. The model explains male students’ dynamics of entering a non-traditional college major, the role of personal and social factors in the decision process as well as the role of future career orientation when choosing to study fashion as an academic major.

Young Men's Choice of Fashion as a Career Path: "Seekers" and "Settlers"

Karpova, Elena,Lee, Juyoung,Garrin, Ashley The Costume Culture Association 2018 Fashion, industry and education Vol.16 No.2

This study explored men's choice of fashion as a college major and, subsequently, a non-traditional career path. Such investigation is important to gain a better understanding of the motives and processes of selecting a non-traditional college major and subsequent career path. This research consulted several theoretical frameworks to guide the development of research questions and help interpret the findings of the study. Specifically, our study builds upon Holland's trait theory (1982), Gottfredson's (1981) circumscription theory, Farmer's (1985) model of career motivation, and Simpson's (2005) typology of men's non-traditional career entry. A qualitative method was used to explore men's experiences of selecting fashion as an academic major in college and deciding to pursue a career in the traditionally female-dominated field. Following the analysis of 22 individual interviews with male upperclassmen majoring in fashion, three topical areas emerged and we proposed a model of male students' path to a non-traditional college major. The model explains male students' dynamics of entering a non-traditional college major, the role of personal and social factors in the decision process as well as the role of future career orientation when choosing to study fashion as an academic major.

Developing a typology of sustainable apparel consumer: An application of grounded theory

Karpova Elena E.,Reddy-Best Kelly L.,Bayat Farimah 한국마케팅과학회 2024 Journal of Global Fashion Marketing Vol.15 No.2

The purpose of the study was to develop a data-driven typology to explain sustainable apparel consumers’ orientations towards clothing acquisition and use. Using grounded theory, we analyzed comments of New York Times readers to a sustainability-focused article and identified the two core constructs that allowed for a systematic and effective classification of sustainable apparel consumers: (1) importance of personal appearance and (2) willingness and/or ability to pay for clothing. The typology was developed based on the discourses of several hundred people’s comments to share and encourage sustainable practices for acquiring and using clothes. As a result of applying the two constructs to the data, four groups of sustainable apparel consumers were established: classy affluents, chic thrifters, functional minimalists, and austeritics. The paper outlines each group’s unique apparel needs and priorities that manifest in everyday practices.

Exploration of Knowledge and Competitiveness in the Fashion Industry Agglomeration

Lee, Juyoung,Karpova, Elena,Perry, Anna Lingling The Korea Society of Costume 2017 International journal of costume and fashion Vol.17 No.2

The purpose of this study was to explore how knowledge in a successful fashion industry is developed and used, and how this knowledge affects industry competitiveness. Based on a case study method, thematic themes explaining the relationship between knowledge and fashion industry competitiveness were identified through constant comparative analysis of the existing literature. In this study, the three knowledge characteristics (increasing returns to scale, non-rivalry and non-excludability, and tacit and codifiable nature) were systematically applied to the four major functional areas of fashion industry. Based on new growth theory, it was proposed that increasing returns to scale present in agglomerations helped increase fashion industry competitiveness through knowledge in all types of fashion industry through design, product development and supply chain management, marketing, and craftsmanship. The study provides implications for policy-makers and industry liaisons to improve the competitiveness of the fashion industry and a theoretical foundation for future fashion industry competitiveness research to further identify factors that determine fashion industry competitiveness.

The effects of information on young consumers’ attitudes and purchase intentions of fashion products made of fur, leather, and wool

Minjung Lee,Elena Karpova,Fatma Baytar 한국마케팅과학회 2019 Journal of Global Fashion Marketing Vol.10 No.2

The purpose of this study was to examine how sidedness of information affects consumer attitudes, subjective norms, and purchase intentions of fashion goods made of fur, leather, and wool. An experimental study using a randomized multi-group design with four levels of treatment was conducted. Participants (N = 1,533) were assigned to read one of four product information texts before completing an online survey. Participants’ attitude and subjective norms toward purchasing fashion products made of fur, leather, and wool were significantly different depending on whether they were exposed to: (1) one-sided information against using animalbased materials, (2) one-sided information promoting use of animalbased materials, (3) two-sided information presenting both sides; or (4) information not related to fashion productsmade of animal-based materials (control group). The findings are useful for marketing professionals, consumers who want to make informed and unbiased purchase decisions, and fashion educators for developing curriculum to prepare ethical and responsible future industry professionals and implementing effective teaching strategies.

Exploration of Knowledge and Competitiveness in the Fashion Industry Agglomeration

Juyoung Lee,Elena Karpova,Anna Lingling Perry 한국복식학회 2017 International journal of costume and fashion Vol.17 No.2

“Must-have” skills and knowledge for apparel merchandising professionals in South Africa

Jacobs Bertha,Karpova Elena 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.2

Employing competent merchandisers has become a global chal- lenge for apparel companies. This study aimed to prioritize mer- chandising skills and knowledge required to function in merchandising positions. Adaptive conjoint analysis was employed to prioritize 29 identified skills and knowledge types and 116 indi- vidual dimensions describing these types. An online survey was developed and administered using Sawtooth Software Inc. A total of 172 merchandising professionals participated in the study. Sawtooth Software built-in regression analysis was used to analyze the survey responses. A priority order for the 29 skills and knowl- edge types was established, consisting of 13 “must-have”, 13 “fairly- important”, and three “nice-to-have” types. The 13 “must-have” skills and knowledge types included a mix of six soft skill types (communication, diplomacy, flexibility, administrative/managerial, positive attitude, teamwork), one hard skill type (technology), five explicit knowledge types (retail operations, manufacturing, market- place awareness, assortment management, product development), and one tacit knowledge (professional experience). Based on the prioritized 29 skills and knowledge types, an apparel merchandising competency framework was adapted for the South African retail industry. Out of the 116 individual dimensions only half (58) were determined as essential and included in the final framework. The findings indicate that a competent merchandising professional should have a well-balanced skill and knowledge set to succeed in the apparel retail industry.

Creativity of images: using digital consensual assessment to evaluate mood boards

Charles Freeman,Sara Marcketti,Elena Karpova 한국의류학회 2017 Fashion and Textiles Vol.4 No.1

Mood boards are used frequently in design and product development as well as in academic courses related to fashion design. However objectively evaluating the creativity of fashion design mood boards is often difficult. Therefore, the purpose of this investigation is to examine reliability of a digital consensual assessment instrument measuring creativity, using expert (from related domains) and non-expert raters (students). Creativity measures were compared with the mood board themes to further investigate any relationships between mood board types and the consensual assessment. Independent samples t test comparing group means indicated expert raters evaluated the mood boards significantly higher in creativity than the non-experts, t (99) = −6.71, p < .001, (95% CI −.57, −.29), while Pearson correlation results indicate a significant relationship between the two groups of raters, r (50) = .33, p < .01. ANOVA results for all raters indicated a significant difference between the five subject matter categories; F (4, 95) = 4.64, p < .005. Overall, expert and non-expert raters reported significant reliability, which further supports prior research using consensual assessment for creativity measures across domains.

Examination of Two Decades in Used Clothing Trade: The Case of the United States and Selected Developed Economies

( Youngji Lee ),( Ling Zhang ),( Elena Karpova ) 복식문화학회 2016 Fashion, industry and education Vol.14 No.2

This research examined two decades of the U.S. used clothing exports to the world. All countries (209) were classified into four groups based on the level of economic development. Between 1996 and 2012, U.S. used clothing exports shifted away from low-income economies to high-income economies. For the first time, our research demonstrated that the majority of used clothing discarded by American consumers is exported to high-income economies instead of poorest nations of the world. Next, used clothing exports and imports by volume and value in seven high-income countries were analyzed. The high-income countries not only exported but also imported significant amount of used clothing, which indicates a growing demand for worn apparel in developed nations. The demand might be at least partially attributed to the popular vintage clothing trend and increasing consumer environmentalism. Implications regarding development and implementation of a new classification system of worn clothing and recommendations for future research are presented.

Comparative Advantage of the United States and South Korean Manmade Textile Industries

( Eonyou Shin ),( Caitlyn Keenan ),( Elena Karpova ) 복식문화학회 2016 Fashion, industry and education Vol.14 No.1

This study examined the comparative advantage of manmade textile (MMT) industries in the United States (US) and South Korea (SK). The Revealed Comparative Advantage (RCA) framework was used to assess the MMT industries` performance in both countries from 2004 to 2013. With the recent ratification of the United States-South Korea Free Trade Agreement (KORUS FTA), it is important to understand the current state of these industries. Using UN Comtrade export data, the RCA index values were calculated and analyzed for 27 MMT commodities, three aggregate groups, and the whole industry. It was found that SK had a consistent comparative advantage for the whole industry. Furthermore, SK had a larger number of products with a comparative advantage. The research findings indicate that the MMT industry in SK is likely to outperform the US following the complete ratification of the KORUS FTA.