Purpose – Recent liberalization of the world's textile and apparel trade policies and the consequent changes in trade patterns posited threats to smaller textile‐ and apparel‐exporting nations, including Thailand. Thus it is important to understand how the new trade environment affects the...

Purpose – The purpose of this paper is to examine Gen Y consumers' responses to American Apparel's use of two advertising message strategies – fair labour and sex appeal, using the theory of reasoned action to predict intent to patronize American Apparel and comparing the utility of the...

Purpose – The purpose of this research is to investigate the relationship that exists, if any, between employee appearance and organizational identification in the context of apparel retail stores. Design/methodology/approach – Salespeople from a variety of apparel retail stores were...