Designing a clothing brand identity model for women: Qualitative content analysis

Subject Areas : Quarterly Journal of Woman and Society

masoud ghorbani dolatabadi ¹ , Shahnaz nayebzadeh ² , seyyed hasan hatami nasab ³ , rahim zare ⁴

1 - PhD student in Marketing Management, Islamic Azad University, Yazd Branch, Yazd, Iran
2 - Associate Professor of Management, Islamic Azad University, Yazd Branch, Yazd, Iran
3 - Assistant Professor of Management, Islamic Azad University, Yazd Branch, Yazd, Iran
4 - Assistant Professor, Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran

Received: 2020-08-03 Accepted : 2021-10-10 Published : 2021-10-23

Keywords: Women, pattern design, brand identity, clothing brands,

Abstract :

The aim of this study was to a pattern for identifying clothing brands for women. The research method in terms of exploratory-analytical nature, from the perspective of data collection methodology, qualitative using qualitative content analysis technique of contract type and in-depth interviews between 8 participants in 4 professions related to the garment industry, has been done in the form of purposeful sampling. Atlas.ti7 software was used for data analysis. After conducting the interviews, 248 initial codes were identified and content themes were identified using the process of reviewing categories and subcategories, as well as frequent changes in the names of categories and the relationship of categories to subcategories. In this study, 7 categories with 15 related sub-categories, including reliance on internal strength and introduction of indigenous culture; Changing clothing export and import policies, government support, changing economic attitudes, paying attention to advertising and design, customer orientation and competitiveness, as well as marketing and technology development as content themes in designing a suitable model for identifying women's clothing brands. شد. The results showed that more attention was paid to the capabilities of the country and appreciation of the original Iranian indigenous traditions along with changes in economic and government supportive attitudes such as export and import of goods along with more attention to attractive and effective advertising and design; It can increase the number of domestic customers, insure some foreign markets of women's clothing to a large extent, and be useful and practical in identifying clothing brands for women.

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