An Analysis of the Factors Affecting Women's Tendency to "Consume Foreign Clothing Brands"(Case Study: Women in Yazd)An Analysis of the Factors Affecting Women's Tendency to "Consume Foreign Clothing Brands"(Case Study: Women in Yazd)

Evidence shows that the clothing industry has not yet found its true position in Iran and one of the most important issues related to it is branding. This research aims to investigate the factors affecting women's consumption of foreign clothing brands. The current research method was correlational in nature; in terms of purpose, practical; and in terms of implementation, it was cross-sectional-descriptive and survey. The statistical population consisted of women in the city of Yazd (consumers of foreign brand clothes). Considering the dispersion and uncertainty of the statistical population, the sample size was determined to be regression sampling, so the sample size was equal to 60 people selected through convenient sampling method. The tool for data collection was a modified questionnaire, used originally by Raisi et al., (2015). The data was processed and analyzed via SPSS software. The findings showed that the factors influencing women's tendency towards foreign clothing brands can be analyzed in three categories: 1) product internal features, 2) individual features-attitude and 3) Environmental characteristics. The coefficient of determination obtained showed 59.1% of the variance of women's tendency to consume foreign clothing brands was "product internal features", 46.3% was "personal characteristics and attitude" and 8.8 23% was "environmental characteristics". A separate examination of the components showed that the following components had an effect on women's tendency to "consume foreign clothing brands": 1) Quality of foreign clothing brands (including quality, price, right time, right innovation, etc.), 2) the quality of foreign brands (including product features such as fabric, model and design), 3) the up-to-datedness of foreign clothing brands, 4) increasing the social prestige of a person by using foreign brands, 5) The fame and reputation of the foreign brand. Therefore, clothing designers and owners of clothing brands in Yazd and in Iran should put brand management and customer orientation at the forefront of their activities, and by improving quality, diversity and paying attention to the needs of customers, their competitive power in the world clothing will increase.