Apparel, Design & Hospitality Management

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Research from the Department of Apparel, Design & Hospitality Management. The department website may be found at https://www.ndsu.edu/adhm/

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JC Penney Strategic Marketing Plan 2012: Product Strategy
(North Dakota State University, 2012) Ostlund, Alisha Liane
The JCPenney Company has undergone a transition from a value retailer to a streamlined,customer-driven retailer in order to set itself apart from its biggest competitors, Macy’s and Kohl’s. Previously, JCP was focused on general, storewide promotions. Currently, JCP has retooled their image to reflect a standard set of prices and special savings. In this exploratory look at JCP’s merchandising strategy, both previous and new methods are examined and additional steps to improve the returns on merchandising investments are offered. During this study, a detailed examination of JCP’s internal and external environments has been conducted,and an analysis of their consumer trends is presented. Suggestions for improvement in product strategy include the limited expansion of current on-trend or high fashion brands, as well as the acquisition of limited partnerships with new brands. In addition, collaborations with cosmetics and electronics during key shopping dates would benefit the existing infrastructure at JCPenney.
Customer Experience Management: Does a More Focused Approach to the Customer Experience Lead to Store Performance Measure Increases?
(North Dakota State University, 2012) Conlon, Corrie Lee
This project explored the principles of experiential retailing and how the retailer Lands’ End is using these principles to increase key performance indicators in their retail locations. The types of experiential retailing are defined and of these the lifestyle retailing concepts are applied to strategies employed in Lands’ End retail stores. Specifically the development and implementation of a customer experience management program launched in Lands’ End retail stores are shared. The results of key performance indicators: average transaction, units per transaction, and conversion, are shared for a single retail location to illustrate the success or failure of the program. Suggestions for changes to the program are also shared.
Improving Diabetes Merchandising, One Shelf at a Time
(North Dakota State University, 2013) Godwin, Caroline Christine
The outcome of this study is to propose more-effective ways to merchandise diabetes products, with a cross-merchandised approach that provides education and a better in-store experience for shoppers. This research aims to help shoppers by proposing and testing—through in-store intercepts and a questionnaire—a well organized and comprehensive merchandising approach for drugstores, specifically Walgreens and Rite Aid. The results of the questionnaire indicate that the proposed merchandising solution (see Appendix B) provided welcomed improvements to the following areas: 1) organization of products and cross-merchandise product options, 2) shelf signage/navigation, and 3) education. Questionnaire respondents reported that the proposed merchandising solution offered a more effective and engaging merchandising option than do current diabetes shelves. Keywords: diabetes products, solution selling, cross merchandising, product organization, shelf signage, education and store intercepts.
Supply Chain Management and Lean Six Sigma in a Retail Environment
(North Dakota State University, 2013) Ladd, Brittain Cliff
This qualitative research evaluated the as-is supply chain management and logistics retail processes of Dell, a manufacturing company that also has retail operations globally. Dell has an online channel capable of serving millions of customers annually. This research focused on Dell’s retail operations in Canada and the United States and the challenges of managing the supply chain requirements of meeting customer demand. The goal was to identify issues with process execution leading to decreased service to customers and increased costs to the manufacturer. A literature review provided information regarding best practices in supply chain management and the leading process-improvement methodology. Results of the study revealed the factors hindering successful supply chain management and process execution: (a) velocityfocused operation, (b) organization and culture, (c) competency of staff, (d) lack of process improvement strategies, (e) departmental logistical collaboration, and (f) failure to integrate supply chain best practices specific to retail.
Retail Change: A Look at the Past, Present, and Future
(North Dakota State University, 2014) McKee, Laura
The retail industry has evolved over time and has had constant change. Retailers adjust to accommodate with the changes, and those that are able to change with the times are more likely to be successful. The history of retail has adjusted with each major development of technology, from trains, cars, internet, to tablet computers today. Consumer behavior has also adjusted to the changes in retail and technology. This paper looks at the early history of retail to where we are today. Retailers that want to remain relevant in the future must adapt with the changes in technology and consumer behavior. It is clear that the retail industry is in a period of exceptional disruption and change.
Beatrice and Francis Business Plan
(North Dakota State University, 2014) Mlekwa, Rosemary
Beatrice and Francis (B&F) is a fashion design house envisioned by fashion designer Rosemary Mlekwa (RM). This business plan serves as the framework for the development of B&F. The plan highlights how the fashion house intends to debut into the intensively competitive fashion industry and provides insight on the Designs’ product offering and overall vision and mission. Through the vision of RM, B&F aims to grow into a fashion powerhouse offering high end, quality designs to a niche market at lower prices than the competition. Each B&F creation expresses unique femininity, merged with Tanzanian culture and influenced by nature, architecture, people, culture, history and romance. B&F offers a new look based on simplicity, individuality and femininity. The business plan has been developed based on guidelines provided by the US small business Administration. (sba.gov, 2014).
Design and Selling Recycled Fashion: Acceptance of Upcycled Secondhand Clothes by Female Consumers, Age 25-65
(North Dakota State University, 2014) Myers, Gail Jeanne
Fast fashion offers low prices and lots of choices with the opportunity to binge on fashion. Wardrobes are overflowing, and consumers are considering the options for disposal and recycling of their clothes. Upcyling is one way for designers and manufacturers to recycle textiles wherein secondhand fashion is deconstructed and reconstructed into current fashion. Twenty women, ages 25-65, were asked how they recycle their discarded clothing and whether they would be open to buying secondhand clothes if they were upcycled into garments that reflect current trends. Women reported that style and price were more important than environmental causes in their upcycled purchases. Purchase motivators included knowing the genealogy of secondhand textiles and the artistic treatment of upcycled clothes. Barriers to upcycled fashion purchases included concerns about sanitation and an increase in price over comparable garments. Designers, manufacturers, and retailers can use the results to design, market, and sell upcycled fashion.
Visual Merchandising Strategies for Small Businesses
(North Dakota State University, 2014) Henry, Karen
The sole purpose of this research was to focus specifically on visual merchandising strategies for small apparel stores since little research had been done on these types of stores. Visual merchandising literature to-date left small apparel retailers with little guidelines in deciding which visual merchandising strategies are more appropriate for their operations. This study addressed how participants responded favorably to six visual merchandising strategies (store layout/design, color, lighting, music, fixtures, and window displays) and how applying these strategies may benefit small apparel stores. The results suggest that these six visual merchandising strategies were instrumental with increased purchase intentions, traffic, loyalty, and the overall success for small apparel businesses. The findings were consistent with previous literature which evaluated the benefits of visual merchandising strategies for large businesses. This study will be useful to small apparel businesses looking to expand their knowledge base on visual merchandising strategies.
The Value of Rewards in a Referral-Based Loyalty Program
(North Dakota State University, 2014) Adams, Lyndsie Shaliece
Loyalty and rewards programs provide incentives to customers in exchange for their membership. The presence of these programs is widespread in the marketplace and consumers are beginning to expect such programs to be available across many industries. However, the cost of operating these programs is significant. This study analyzed a rewards program in which members of a health club are rewarded for referring other new members. The purpose of this study was twofold; identify who participated in the rewards program, and determine if members value rewards. Secondary data on member participation within the program was gathered, and a survey was distributed to members. The secondary data displayed that behaviors varied by age group, gender, and stage of membership tenure. The survey found that a majority of members value this firm’s rewards program. Based on the data, suggestions for improving the program are provided.
Internationalization in Culturally Dissimilar Markets: Analysis of Traditional and Modern Retailing Formats in Egypt
(North Dakota State University, 2014) Flagg, Serena
Contrasting views on the influence of host country culture as a key determinant in foreign market selection and entry mode of U.S. retailers remains an area for discussion. This study identifies common trends in foreign retail environments to determine if culture is a significant factor in internationalization. Data were generated from observations of retail environments in Cairo, Egypt for three months. A Semantic Differential Scale and field notes were utilized to collect descriptions of traditional formats with informal retailing systems, and modern formats with formal retailing systems in Egypt compared to U.S. markets. Results show cultural differences inherent to traditional formats in Egypt, but no significant differences were found in modern formats compared to the U.S. Findings indicate host country culture is an insignificant factor in foreign market selection and entry mode in modern retailing formats, and that cultural differences can be managed with a strategic entry approach.
Aspects of Job Satisfaction in Female Millennial Generation Retail Employees
(North Dakota State University, 2016) Frank, Victoria Wrae
Since young adult female employees represent a sizeable portion of the retail workplace, particularly in clothing, shoes and jewelry, this study focused on aspects of job satisfaction of female Millennial generation (born between 1980 and 2000) retail stores employees. In-depth qualitative interviews regarding the workers’ major values, concerns, and motivations were conducted during the Spring of 2016 in a Midwestern city in the United States of America. Participants indicated that camaraderie among coworkers and the team, and flexible scheduling practices were the most important values relating to job satisfaction. Work-life balance and maintaining a 40-hour work week or steady scheduled hours were also reported as important values relating to job satisfaction. The goal of the study was to gain female Millennial generation employees’ perspectives to help employers counteract high turnover rates in the retail industry.
Counterfeit Industry and the Link to Terrorism
(North Dakota State University, 2016) Holt, Holly Barbara
The purpose of this research study is to explore whether consumers would be complicit in the purchase of counterfeit goods once becoming aware of the counterfeit industry being linked to terrorism. Counterfeit goods are defined as identical copies of authentic products and they are produced without the permission of the registered owner (Carpenter & Lear, 2011). Almost any product can be counterfeited from clothing, shoes, jewelry, handbags and even medicines. Counterfeit products are sold at a fraction of the cost of the authentic product. This study identifies the ‘why’ to consumer complicity to purchase the counterfeit items. There are legalities involved with the selling of the copied products, and this research identified the underlying connections to terrorism along with the damaging effects on the U.S. economy. This study examined the variables of consumer knowledge of counterfeits and link to terrorism and willingness to purchase counterfeit products.

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