engleski

Country of Origin in Fashion Industry – A Literature Review

In order to understand more the value of the Country of Origin (COO) in the fashion industry and the effect in the brand image and also consumer perceptions and purchase intentions, recent studies have highlighted the importance of considering the label “Made in” in the clothing field. The fast fashion is mostly produced in Asia, in countries like Vietnam or Bangladesh, while the luxury brands are producing in Europe with the label “Made in Italy” or “Made in France”. The trend of local production is also growing, while the new Chinese consumers are looking for the sophistication of the Western countries. Thus, in order to provide guidance for future research related to country of origin and fashion, the present paper aims at reviewing existing research and synthesizing main approaches and findings. In particular, this review seeks to screen existing studies published in period 2009-2017 using Science Direct and Scopus database with the following keywords: Country of Origin and Fashion, with regard to their a) effect of the country of origin b) research focus, c) type of study/paper, d) the sample used, e) analyzed relationships, and f) the different types of fashion items which are covered and linked with country of origin.

Country of Origin, Fashion, Brand Image

nije evidentirano