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Experienced Quality: Revealing the meanings of quality in generation Y’s wardrobes
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Sustainable development
Sustainable Development/Sustainability is used as a subject keyword for the thesis
Abstract [en]

Purpose: To identify how young women of generation Y define what apparel quality means for them based on their personal wardrobe content by further considering their knowledge in the field and values in their upbringing.

Methodology: The research was conducted through nine semi-structured face to face interviews with young women. The interviews took place in the respondents’ homes as their wardrobe content was required for the purpose of the study.

Empirical data: The data was collected through a purposive sampling of Gothenburg-based young women using a recruitment instrument with specific respondent criteria.

Conclusion: The findings of this study support various aspects of existing literature on consumers’ quality definition and assessment, however, also highlights the importance of experience with garments as a quality indicator when there is a knowledge gap about garment construction. In accordance with that, durability was the most important quality indicator of wardrobe items, while fabric blend and sensory feel were most useful when assessing quality before purchase. Respondents based their knowledge primarily on own experiences and information gained through media and their mothers as main socialization agents. The relevance of sustainability in quality assessments had previously not been investigated but was revealed in this study.

Place, publisher, year, edition, pages
2017.
Keyword [en]
apparel quality, generation Y, knowledge, meaning, sustainability
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-12724OAI: oai:DiVA.org:hb-12724DiVA: diva2:1144457
Subject / course
Textile management
Available from: 2017-10-04 Created: 2017-09-26 Last updated: 2017-10-04Bibliographically approved

Open Access in DiVA

MS_TM2017.15.06(1135 kB)66 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf