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Research papers

Multinational market research as a basis for multinational marketing in the textile field (German)

The public eye nowadays is to an increased extent directed on multinational enterprises. Multi nationality, however, is rarely spontaneously associated with the sector clothing. Enterprises or even brands of absolutely world reputation are hardly to...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Heinrich Pemsel
September 1, 1974

Research papers

Fashion merchandising

This paper is based on experience and experiments over a number of years in a small chain of shoe shops, all concentrating on women's and men's fashion shoes. The paper tries to make an assessment of the factors that are influenced by fashion in the...

Catalogue: Seminar 1974: Fashion, Research And Marketing
Author: Martin D. Callender
December 4, 1974

Research papers

Polo Jeans Company

The Polo Jeans Company is a new division of Polo Ralph Lauren with a line-up of jeans and casual wear designed to attract the youth market. First launched in the United States in 1996 the Polo Jeans Company was introduced to the Canadian market at...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Melinda Head, Bénédicte Cohen, Stanley Marcovici
Company: Head Research Inc.
October 22, 1997

Research papers

The international approach of Laura Ashley

The major objective of this paper is to provide an indication as to the manner in which an internationally successful brand retailer views its approach to the expansion of its image and trading base in the international market place. The Laura Ashley...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Author: Mark L. Bunce
June 15, 1989

Research papers

The value of country of origin for consumer durables

In this paper an international research project dealing with the country-of-origin effect is presented. Using individualized conjoint analysis with dollar-metric paired comparisons the market values of middle-class cars from different countries of...

Catalogue: Conference 1991: International Marketing Research
Authors: Franz Böcker, Gerhard Hausruckinger
June 15, 1991

Research papers

The application of consumer research to marketing synthetic fibres

The 1960's have marked dramatic growth in consumption of fully-synthetic fibres. In 1960 they accounted for only of the consumption of the world's textile industries - by 1969 over 20/0 of fibre used was synthetic, consumption being concentrated in...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: S. J. Dobbie, J. l. Harrison
September 1, 1970

Research papers

The use of a panel by a large distribution company

The purpose of this paper is simply to describe a proposal for the use of a consumer panel. The techniques employed are well known and do not call for reference to a bibliography or for complicated theoretical explanation. We deal here with a first...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Marc Galliot
September 1, 1974

Research papers

Country casuals

The research described in this paper was instigated by Jaeger Limited and the Coats Eaton Group. The objective was to investigate the viability of marketing a new range of women's wear to the middle market, where it was felt there was a gap. The...

Catalogue: Seminar 1974: Fashion, Research And Marketing
Author: Mette Leaver
December 4, 1974

Research papers

The female fashion market in Toronto

The study reported here is the first in a series of reports on the market position of the major department stores and specialty chains in the women's fashion market. Unlike most previous studies, this report covers only one product class and all...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers
Author: Douglas J. Tigert
August 1, 1975