Product and Market Analysis of the Childrenswear Industry

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dc.contributor.advisor Nancy L. Cassill, Committee Co-Chair en_US
dc.contributor.advisor Michelle R. Jones, Committee Co-Chair en_US
dc.contributor.advisor Mitzi Montoya-Weiss, Committee Member en_US
dc.contributor.advisor Mark Messura, Committee Member en_US Fratto, Genessa Marie en_US 2010-04-02T17:57:57Z 2010-04-02T17:57:57Z 2004-05-04 en_US
dc.identifier.other etd-04012004-003035 en_US
dc.description.abstract This research was a result of a retail audit completed by the author in August 2003 for Cotton Incorporated. The retail audit gathered information on gender, size, product, brand, country of origin, and price of childrenswear at major retail chain stores in three United States cities. The purpose of the study was to provide insights into the childrenswear market offerings, to aid manufacturers and retailers in their understanding of the dynamics of the childrenswear retail marketing environment. The Apparel Value Chain Model (Gereffi, 1994) provided the conceptual framework for this study. The level of specificity of the data provided an opportunity for descriptive and inferential analysis yielding comparison of marketing, product and price strategies for retailers, and brands. The research sample consisted of six national retail chains from three retail channels; discount, major chain, and specialty chain. Results provided insights into childrenswear offerings at retail channels and stores, identified if differences existed across childrenswear offerings according gender, size, product, brand and country origin, and tested for differences between price means. Finally, the research results proposed modifications to Gereffi's Apparel Value Chain Model (1994) to reflect the current product dynamics of the childrenswear market. en_US
dc.rights I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to NC State University or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. en_US
dc.subject childrenswear en_US
dc.subject retail audit en_US
dc.subject market analysis en_US
dc.title Product and Market Analysis of the Childrenswear Industry en_US MS en_US thesis en_US Textile and Apparel, Technology and Management en_US

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