Type of Document	Thesis
Author	Copeland, Katherine M.
Author's Email Address	kmc5384@garnet.acns.fsu.edu
URN	etd-11102005-220358
Title	An Investigation of the Life Cycle Stage of Private Label Apparel Brands and the Use of Automatic Replenishment Programs
Degree	Master of Science
Department	Textiles and Consumer Science, Department of
Advisory Committee	Advisor Name Title Susan S. Fiorito Committee Chair
Keywords	Automatic Re Brands Apparel Private Labels
Date of Defense	2005-06-13
Availability	unrestricted
Abstract The purpose of this research was to investigate and record the current life cycle stages of the private label apparel brands in department stores utilizing Levitt’s (1965) model of the product life cycle theory. In addition, an investigation was conducted of the strategies of possible automatic replenishment programs used for private label apparel brands in the different stages of the life cycle. The research was conducted using a mailed questionnaire with questions pertaining to (1) the demographics of buyers in two department stores, (2) private label apparel brands and their sales, market share, and years on the market, an (3) the automatic replenishment system in place for the private label apparel brands in the specific areas of the department stores participating in the survey. Of the 31 questionnaires sent out, 19 were completed and returned. A relative life cycle index was developed for placing each private label apparel brand into a stage in the product life cycle. A modified version of Levitt’s product life cycle was developed for more accurate placement of the private label apparel brands with eight life cycle stages rather than Levitt’s four stages. Correlation and two-sample t-tests were used to evaluate the relationships between private label apparel brands and the use of automatic replenishment programs. The results indicated that there was no relationship between the use of an automatic replenishment program and the current life cycle stage of private label apparel brands. The analysis also indicated that there was no relationship between the use of an automatic replenishment program and stock turnover, but a relationship did exist between the relative life cycle index and stock turnover. Further research is needed to investigate other areas of private label apparel brands and automatic replenishment programs.
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