@inbook{law_rothenberg_2019, title={Business Attire Fashion or Appropriateness: What Should Marketers Emphasize? An Abstract}, ISBN={9783030025670 9783030025687}, ISSN={2363-6165 2363-6173}, url={http://dx.doi.org/10.1007/978-3-030-02568-7_220}, DOI={10.1007/978-3-030-02568-7_220}, abstractNote={Work attire is often advertised as being professional, appropriate, and smart, while fashion-forwardness takes a back seat; but is this the best way to appeal to consumers? The purpose of this study was to determine what aspect of work attire matters most to working professionals, fashion-forwardness or appropriateness. There is limited fashion marketing literature available on the marketing of work or business attire. The fashion marketing literature often emphasizes that the nature of fashion is change and creativity, so the fashion-forwardness of a brand should be heavily communicated to the consumer (McCormick et al., 2014), but work attire marketing seems to be underutilizing this principle. This study focused on consumer preferences for different attributes of work attire and how those attributes make them feel, providing insight into working professionals’ minds along with how to market to them. The hypothesis was that fashion-forwardness would be the most significant attribute affecting self-perceptions of emotion and competence at work. The methodology consisted of a full profile full factorial conjoint design. There were eight outfits rated by the participants, using a seven-point Likert scale. The eight outfits were the combination of the levels of fashionableness (stylish, classic, out of style) and appropriateness (casual, leisure wear, business wear). Rating-based conjoint was used because the statistical models are linear in the parameters and statistically information efficient. The data were analyzed using a mixed model with the Kenward-Roger adjustment and Tukey’s HSD for all multiple comparison tests. The results of this study showed that for all elements of emotion and work competency, both fashionableness and appropriateness significantly influenced the participants’ self-perceptions, but fashionableness had the greatest impact. The findings of this study suggest that clothing brands should market work attire as fashion items that will make a statement in the office as opposed to current methods of marketing the appropriateness as the main feature of the garments. As the standards of office professionalism change, it is essential for work attire brands to understand the wants and needs of their consumers to keep market share. A limitation was the use of only two attributes. Future research could examine more attributes as peoples’ preferences may be more complex. References Available Upon Request}, booktitle={Developments in Marketing Science: Proceedings of the Academy of Marketing Science}, publisher={Springer International Publishing}, author={Law, Emily and Rothenberg, Lori}, year={2019}, pages={829–830} }
 @book{law_istook_2016, title={The Impact of Student Outfit Choice on Class Participation}, url={http://dx.doi.org/10.31274/itaa_proceedings-180814-1728}, DOI={10.31274/itaa_proceedings-180814-1728}, abstractNote={The psychology of clothing has been much researched, yet remains a very complex subject. Studies have shown that clothing can influence people's perceptions of others, even regarding expectations related to intelligence and academic achievement. This pilot study was performed to uncover the ways in which a student might be impacted by the clothing they chose to wear to class every day. The results of this study were consistent with the hypothesis that students' classroom participation would be impacted by their outfit choice. Students were more engaged in class when wearing more professional clothing than when attired in casual or leisure wear.}, journal={International Textile and Apparel Association Annual Conference Proceedings}, institution={Iowa State University, Digital Repository}, author={Law, Emily and Istook, Cynthia}, year={2016}, month={Nov} }