The application of a layered system to the marketing of outdoor clothing

Abstract

Purpose

The aim of this paper is to find out if there is an optimum combination of the three layer clothing system and if so to indicate how this layered system may be applied to the development and marketing of outdoor clothing.

Design/methodology/approach

Seven fabrics typically used in outdoor clothing systems were chosen for the experiments; two fabrics for base liner, two for the mid layer and three for the outer shell. A total of 12 different clothing systems, which are all possible combinations that a consumer may create as clothing systems, were then established using the selected fabrics. To evaluate the effectiveness of the clothing systems, the water vapour permeability of each of these varying combinations was measured under both isothermal conditions and non‐isothermal conditions.

Findings

When three layers of fabrics, each developed to be base liner, middle layer and outer shell, were assembled into a simulated clothing system, it was expected that they would function together as a whole, exerting some influence over each other. In this paper, it was found that the behaviour of water vapour permeability changes if a layered system is applied within a clothing system. Furthermore, it was also found that an optimum combination of the three layer clothing system does exist although the combination may differ according to the ways in which the clothing system is evaluated.

Originality/value

These findings may be used for the development and marketing of three layer outdoor clothing systems as consumers will benefit by being offered the clothing system that will provide them with maximum comfort.

Citation

Ruckman, J.E. (2005), "The application of a layered system to the marketing of outdoor clothing", Journal of Fashion Marketing and Management, Vol. 9 No. 1, pp. 122-129. https://doi.org/10.1108/13612020510586442