Purpose

This paper aims to use Q methodology to investigate Millennial perceptions toward private label or national brand apparel.

Design/methodology/approach

Q methodology was chosen to identify factors, which correspond to patterns of perceptions prevalent among Millennials. Participants were supplied with 14 statements that they sorted into two Q sorts – One representing perceptions of private label and the other representing perceptions of national brands. The Q sorts were completed through Qualtrics and participants answered open-ended questions on the placement of each statement within each Q sort.

Findings

Two factors emerged on private labels, highlighting patterns in price consciousness and uniqueness (acknowledged as patterns surrounding the desire for particular apparel characteristics). Three factors arose for national brand apparel, emphasizing the need for national brands to provide consumers with product security, quality and uniqueness (as identified through the unpreferred qualities national brands typically exhibit).

Originality/value

This study illustrates the various viewpoints retailers must consider when marketing apparel to a specific target demographic. In addition, a single perception (uniqueness) was found to connect motivations, which led to the development of a model for future inquiry.

Research limitations/implications

Despite complete Q sorts and qualitative statements, participants' unfamiliarity with Q methodology and the sorting action of statements could be considered a limitation. The use of MTurk is also considered a limitation owing to the anonymity and possible deception of the workforce.

Practical implications

Private label brand personality growth has many retailers expanding their brand portfolios. Based on the findings of this study, specific opportunities are highlighted for the expansion and marketing of private labels and brand labels based on specific perceptions of a broad Millennial cohort.

中文翻译：

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千禧一代对自有品牌和民族品牌服装的看法

目的

本文旨在使用 Q 方法来调查千禧一代对自有品牌或民族品牌服装的看法。

设计/方法论/途径

选择 Q 方法来确定与千禧一代普遍看法模式相对应的因素。参与者收到了 14 条陈述，他们将这些陈述分为两种 Q 类型——一种代表对自有品牌的看法，另一种代表对民族品牌的看法。 Q 排序是通过 Qualtrics 完成的，参与者回答了有关每个 Q 排序中每个语句的位置的开放式问题。

发现

自有品牌出现了两个因素，突出了价格意识和独特性的模式（被认为是围绕对特定服装特征的渴望的模式）。民族品牌服装出现了三个因素，强调民族品牌需要为消费者提供产品安全性、质量和独特性（通过民族品牌通常表现出的不受欢迎的品质来确定）。

原创性/价值

这项研究说明了零售商在向特定目标人群营销服装时必须考虑的各种观点。此外，还发现单一的感知（独特性）可以将动机联系起来，这导致了未来探究模型的开发。

研究局限性/影响

尽管有完整的 Q 排序和定性陈述，但参与者对 Q 方法和陈述的排序操作的不熟悉可以被认为是一种限制。由于匿名性和可能欺骗员工，MTurk 的使用也被认为是一种限制。

实际影响

自有品牌个性的增长促使许多零售商扩大其品牌组合。根据这项研究的结果，根据广大千禧一代群体的具体看法，强调了自有品牌和品牌标签的扩张和营销的具体机会。