Ali Ghobadi; Nahid Shetab Bushehr; Amin Katibi
Volume 19, Issue 47 , June 2020, , Pages 247-265
Abstract
The study is to provide a model for the development of the Iranian clothing brand based on the data theory of the foundation. The statistical population was marketing managers, domestic apparel manufacturers and university marketing professors. For this purpose, after studying literature, semi-structured ...
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The study is to provide a model for the development of the Iranian clothing brand based on the data theory of the foundation. The statistical population was marketing managers, domestic apparel manufacturers and university marketing professors. For this purpose, after studying literature, semi-structured and in-depth qualitative interviews with Theoretical Sampling method were conducted. Interviews continued to reach the theoretical saturation stage and identifying all factors (n=12). The data were analyzed using NViVo 10 software. During the three stages (open, axial and selective coding) , 359 codes were extracted. By comparing and categorizing similar codes, 221 concepts, 60 open codes and 6 axial code categories were obtained. The results showed that variety and innovation in product production, strategic planning, target market selection, sportswear design and design in accordance with market demand for vertical development, and the use of day-to-day technology in the production of products is also influential in the horizontal development of the Iranian clothing brand. In this regard, the government can also help the development of the Iranian clothing brand by providing financial support, paying low interest rates, enforcing supportive laws, amending tax and insurance laws, and preventing the entry of sports clothing into the country.
