With fast fashion growing rapidly, insight onto consumers perception of the value for the country of origin in this sector of the retail industry is a topic that needs to be delved into deeper. While there are studies over the impact of country of origin and fast fashion separately, the correlation between these two dimensions has yet to be reviewed. The purpose of this study is to identify consumers perception of the overall value of fast fashion merchandise based on country of origin. Through a questionnaire, participants were asked open and closed-ended questions about specific factors of value based on country of origin in apparel products. These factors included perceived innovativeness, willingness to buy, perceived price, country familiarity, and quality. Through Amazon Mechanical Turk, participants were recruited to take this virtual survey. Because of the popularity of fast fashion with Millennial's and their growing purchasing power, the outcomes of this study are tailored to this generation. The implications of this study can be used throughout the retail and fashion industries. When decisions of outsourcing or in-sourcing products are being made, understanding how the country of origin impacts their perception of value will provide critical information companies and brands in all retail sectors can use.

Bachelor Thesis from the year 2020 in the subject Sociology - Consumption and Advertising, Dublin Institute of Technology, course: International Business, language: English, abstract: This research project explores the consumer awareness of fast fashion amongst Irish consumers aged between eighteen and twentyfive. The aim of this research is to explore the level of awareness consumers have regarding fast fashion. Additionally, it intends to explore what the term “Fast fashion” means to young Irish consumers. Furthermore, this research aims to provide information on consumer perceptions of fashion retailers. Moreover, the research also intends to highlight whether those perceptions play a role in the buyer decision process. The key findings suggest that consumers fail to associate the ethical and environmental concerns that are synonymous with the fast fashion industry. Moreover, the research also exposed a failure that there is a disconnect between the term fast fashion and the manufacturing methods. Fast fashion and sweatshop labour are not mutually exclusive terms yet fast fashion as a term does not seem to carry the burden of its manufacturing origin. It was found that consumers have intentions of shopping more ethically and sustainably. However, there appears to be several misconceptions in what is currently considered ethical fashion among consumers which would affect the consumers ability to make an informed purchase decision. Cognitive dissonance being the act of consumers distancing themselves from purchase decisions that contradict their morals to avoid the feeling of discomfort was evident in this study. This research also found that the practice of greenwashing was present in fast fashion retailers advertising which does not portray the true environmental and social impacts of a product to the consumer.

This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.

Designed to make research on touch understandable to those not specifically involved in tactile research, this book provides broad coverage of the field. It includes material on sensory physiology and psychophysics, thermal sensibility, pain, pattern participation, sensory aids, and tactile perception in blind people. While the volume is important for researchers in the area of touch, it should also prove valuable to a broad audience of experimental and educational psychologists, and health professionals. The book should also be of interest to scientists in perception, cognition, and cognitive science, and can be used as a supplementary reader for courses in sensation and perception.

The make-take-waste paradigm of fast fashion explains much of the producer and consumer behavior patterns towards fast fashion. The evolution from a two-season fashion calendar to fast fashion, characterized by rapid product cycles from retailers and impulse buying by consumers, presents new challenges to the environment, workplace and labour practices. This book provides a comprehensive overview of new insights into consumer behaviour mechanisms in order to shift practices toward sustainable fashion and to minimize the negative impacts of fast fashion on the environment and society. Concepts and techniques are presented that could overcome the formidable economic drivers of fast fashion and lead toward a future of sustainable fashion. While the need for change in the fashion industry post-Rana Plaza could not be more obvious, alternative and more sustainable consumption models have been under-investigated. The paucity of such research extends to highly consumptive consumer behaviours regarding fast fashion (i.e. impulse buying and throwaways) and the related impediments these behaviours pose for sustainable fashion. Written by leading researchers in the field of sustainable fashion and supported by the Textile Institute, this book evaluates fashion trends, what factors have led to new trends and how the factors supporting fast fashion differ from those of the past. It explores the economic drivers of fast fashion and what social, environmental and political factors should be maintained, and business approaches adopted, in order for fast fashion to be a sustainable model. In particular, it provides consumer behaviour concepts that can be utilized at the retail level to support sustainable fashion.