Merchandising/Marketing/Retailing: Branding

InBranding American Alligator Leather with a Fashion Apparel Brand: Examining the Effects of the Ingredient Attributes

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Abstract

Ingredient Branding (InBranding) has been used strategically to make material and component offerings visible to final consumers. Such strategy enables component manufacturers to establish and maintain the competitive advantage while creating commercial success in the consumer market. The American alligator leather is unique and steadily increasing in value. However, the domestic market for alligator leather has been limited to a very narrow range of products mainly targeting male consumers. Furthermore, the inventory of slightly flawed alligator skins has accumulated to a degree that has significantly affected the model of sustainable use of wildlife and the ecologically balanced alligator economy. The purpose of this empirical study is to explore mass market potentials in the fashion apparel category for the slightly flawed American alligator leather through InBranding. A national sample was recruited to empirically test proposed research model. Analysis results supported the majority of research hypotheses. Implications were provided.

How to Cite:

Liu, C., (2018) “InBranding American Alligator Leather with a Fashion Apparel Brand: Examining the Effects of the Ingredient Attributes”, International Textile and Apparel Association Annual Conference Proceedings 75(1).