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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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...why we don't have palestinian brand for clothing 'haute-cauture'in palestine

introduction:

Fashion is a popular style or practice, especially in clothing, footwear, accessories, makeup, body or furniture. Fashion is a distinctive and often habitual trend in the style in which a person dresses. It is the prevailing styles in behaviour and the newest creations of textile designers.

haute-cauture is french word that mean high dress making or high fashion which is constructed  by hand from start to finish ,made from high quality ,expensive and unusual fabrics.we should know theses things to know exactly what we looking for or to make it obvious what is the problem we aims to solve.

this study aims to discuss an important subject that is made for the first time in palestine. unless palestine have capable and talented people who have distinctive skills in all sides of art and science it dosn't have it's own clothing brand.this study will investigate the reasons for not having palestinian cloting brands in palestine.its absolutly will focus on palestinain women who are in the firs stage the cusomersof cautures product are evining dresses, red carpet dresses ,tall short parties dresses and others.

we know that palestine have allot of problems and there is many barriers for new businesses , so this research will assert if that problems are the main reason for not having haute-cauture in palestine.some of the expected causes maybe the lake of college cautures ,limitation that any  new businesses can face ,competition of other famous brands and maybe palestinian consumers dont trust local products.

key words:

haute-cauture

paletinian culture

cusomer trust

Research questions:

How not having Palestinian colleges couture affect having a Palestinian

clothing brands?

 How much Palestinians needs for Palestinian clothing brands(made by Palestinian designers)?

 Are Palestinian customers trust Palestinian designers ,and how would that reflect the desire for them to design locally?

 How Palestinian clothing brand would attract both designers to design and consumers to buy ?

Research objectives:

 Determining how the lack of college couture in Palestine maybe the main reson for not having Palestinians clothing brands.

 Discovering the Palestinians needs, ability, desire and culture so we can know if palestinians want this types of produts.

predicting and finding  the level of  Palestinian customers trust  toward Palestinians designers .

 Analyzing how much Palestinian clothing brand would  attract designers to design and consumers to buy.

letricture reviwes :

 (2012) "Sources of equity in fashion markets"

this   research was aiming  to identify sources of differentiation in the fashion  market as well as finding out sources of brand equity to distinguish the offer, enabling a better competitive position to be achieved.

the methodology was used in this study qualitative research was first carried out with 36 sector executives. Based on the results from the initial stage, 250 surveys were then carried out with potential consumers in order to analyze sources of brand equity.

the most seen findings are:In the fashion industry, the variables that show great potential for differentiation are excellence in the delivered finished product, brand image and design. In addition, loyalty and brand associations, in which image and design stand out, have been shown to be the most outstanding sources of brand equity.

this results can help in our reseach becouse it pu the main things our product maybe have to success

(2014) "Gossip, self-monitoring and fashion leadership: comparison of US and South Korean consumers"

The purpose of the study was to investigate tendency to gossip, self-monitoring and fashion  leadership among young adult consumers in two cultures: US and South Korean.

the research plan was used is a surveywhich conducted using a convenience sample of 690 (278 US; 412 Korean) university students. Data were analyzed using MANOVA, ANOVA, descriptive statistics, ''2 and Cronbach's alpha reliability.

the most obvious findings are that  when Compared US participants and Korean participants, Korean participants scored higher on tendency to gossip and lower on self-monitoring, the two subscales of self-monitoring (ability to modify self-presentation; sensitivity to the appearance of others), and fashion  innovativeness and opinion leadership. In both cultures,fashion leaders scored higher on self-monitoring and tendency to gossip than fashion followers, and high self-monitors scored higher on tendency to gossip than low self-monitors. Results of this research supported Hofstede's (1980) theory of cultural dimensions as appropriate for examining differences among fashion consumers from different countries.

this Results cannot be generalized to other population groups or cultures. Further research should include data from participants in different countries and of different ages thereby contributing to the generalizability of the results. we can take a clear picture about how cultures differ so we can predict our palestinian brand reaching ,posisioning,and awaring palestinians or others about our brand.

The findings of the study suggest that gossip, especially in collectivist cultures such as South Korea, can increase brand image and serve as a useful marketing tool. Social media is one way to initialize word-of-mouth communication about a brand.

(2012) "Fashion retailing in the new economy: the case of SMEs"

Purpose

this paper was made to identify how small to medium'sized enterprise (SME) fashion  retailers can achieve a true understanding of customer trends to close the needs to offer gap in a highly dynamic sector.

The findings of this paper highlight, first, the need for formal CRM intervention; and, second, the issues involved in the implementation of a loyalty program.

(2015) "Luxury fashion brands: Factors influencing young female consumers' luxury fashion purchasing in Taiwan"

This paper offered  insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion  brands by young female consumers in Asian countries.

the data approach that be used is ,analysis of data collected using face-to-face semi-structured interviews with 23fashion -conscious females aged 18-32 years was completed and new empirical insights are offered.

The study found a high level of involvement in the world of luxury fashion retailing. Asian consumers devoured media commentary, drew inspiration from female celebrities and treated information-seeking and discussion of luxuryy fashion brands with friends as a serious and enjoyable pursuit. The social status conferred by expensive fashion  wear motivated them to spend on luxury brands even if their discretionary income was limited. Potential guilt in so doing was assuaged by rationalising that the quality was good and the purchase would be long lasting. Marketers targeting this valuable segment should communicate appeals to an aspirational lifestyle in traditional and social media, effective at reaching young women.

(2010) "A synchronic understanding of involvement with fashion: A promise of freedom and happiness"

This work proposes to study the phenomenon of fashion  not as being evolutionary but as a consumption response that is mediated by consumers having a certain perception of time. This work also proposes not only that the temporal dimension seems to be essential in the process of fashion adoption but also that emotional aspects are predominant.

research methodology was by  empirical work was conducted based on structural equation modelling with a sample of 341 individuals, using path modelling with a multi'group analysis.

The empirical results show that the needs for social acceptance not only do not arouse interest in new tendencies but even entail unpleasant emotions such as anxiety. Moreover, fashion  is more emotionally positive if it has the quality of future.

Not only would it be profitable to promote involvement with fashion by transmitting the importance of others, but also the use of social needs in advertising could be unethical since it would generate unease in the consumer. Since it is clear that, in fashion  an orientation to the past is accompanied by an increase in negative emotions, it seems logical to reject designers who praise classic styles without offering anything new.

(2014) "Is Uppsala model valid to fashion retailers? An analysis from internationalisation patterns of fast fashion retailers"

Uppsala internationalisation theory is highly utilised due to its simplicity and applicability. However, there are contrasting results on its assumption that firms follow a gradual internationalisation process. Literature shows that firm strategies (e.g. targeting a niche market) and firm resources (e.g. brand image and asset specificity) may decrease barriers of entry. Global fashion  retailers possess these characteristics and may not follow a gradual internationalisation pattern. Therefore, the purpose of this paper is to examine whether fashion retailers that target a niche market, have a strong brand image and asset specificity will follow a gradual internationalisation pattern suggested by Uppsala.

methodology was used that two aspects of internationalisation (speed of internationalisation and market selection) were analysed. Market selection was measured by three aspects of distance (geographic distance, economic distance, and culture distance). Data were collected utilising secondary sources and internationalisation patterns were calculated using existing formulas.

Overall, results provided partial support for Uppsala model. After cautious expansion early in internationalisation, fashion retailers experience a period where rapid expansion exists. During initial internationalisation, geographically and economically close markets were chosen, which mirror the Uppsala model. However, no incremental patterns were observed thereafter. In addition, after initially moving to culturally close countries, firms moved to countries with close cultural proximity to each other rather than close to home market.

references :

Seung-Hee Lee , Jane E. Workman , (2014) "Gossip, self-monitoring and fashion leadership: comparison of US and South Korean consumers", Journal of Consumer Marketing, Vol. 31 Iss: 6/7, pp.452 - 463

Lynn Childs Michelle , Jin Byoungho , (2014) "Is Uppsala model valid to fashion retailers? An analysis from internationalisation patterns of fast fashion retailers", Journal of Fashion Marketing and Management, Vol. 18 Iss: 1, pp.36 - 51

Domingo Calvo Dopico, Cristina Calvo Porral, (2012) "Sources of equity in fashion markets", Journal of Product & Brand Management, Vol. 21 Iss: 6, pp.391 - 403

Lisa Donnell, Karise Hutchinson, Andrea Reid, (2012) "Fashion retailing in the new economy: the case of SMEs", International Journal of Retail & Distribution Management, Vol. 40 Iss: 12, pp.906 - 919

Meng-Shan Sharon Wu , Isabella Chaney , Cheng-Hao Steve Chen , Bang Nguyen , T.C. Melewar , (2015) "Luxury fashion brands: Factors influencing young female consumers' luxury fashion purchasing in Taiwan", Qualitative Market Research: An International Journal, Vol. 18 Iss: 3, pp.298 - 319

Gonzalo D''az Meneses, Julia Nieves Rodr''guez, (2010) "A synchronic understanding of involvement with fashion: A promise of freedom and happiness", Journal of Fashion Marketing and Management: An International Journal, Vol. 14 Iss: 1, pp.72 - 87

Arch G. Woodside, Eunju Ko (2013), Luxury Fashion Theory, Culture, and Brand Marketing Strategy, in Eunju Ko, Arch G. Woodside (ed.) Luxury Fashion and Culture (Advances in Culture, Tourism and Hospitality Research, Volume 7) Emerald Group Publishing Limited, pp.1 - 14

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