Merchandising/Marketing/Retailing: Management

Perceptions of Apparel Retailers’ Culture Based on Employees’ Style of Dress Featured on Corporate Recruitment Websites

Authors: Jennifer Yurchisin (University of Minnesota) , Sasikarn Cook (Catawba College) , Areti Vogel (Stetson University) , Hyo Jung (Julie) Julie Chang (Texas Tech University)

Abstract

The purpose of this exploratory study is to examine if images of employees’ dress on apparel retailers’ recruitment web pages have an impact on undergraduates’ perceptions of the companies. Students (male=13, female=25) examined the recruitment landing pages of apparel retailers. Next, using an open-ended question, students listed adjectives to describe each retail organization’s culture based on the dress styles (formal business style, business casual style, or casual style) of employees featured on the landing pages. Students’ responses were content analyzed and categorized. Formal business styles were associated with an aggressive culture, business casual styles were associated with a supportive and innovative culture, and casual styles were associated with a supportive culture. Based on their responses, undergraduates did seem to use the style of dress featured on the models in the photographs on the recruitment landing pages as a cue related to the retailers’ culture.

Keywords: Employee

How to Cite: Yurchisin, J. , Cook, S. , Vogel, A. & Chang, H. J. (2019) “Perceptions of Apparel Retailers’ Culture Based on Employees’ Style of Dress Featured on Corporate Recruitment Websites”, International Textile and Apparel Association Annual Conference Proceedings. 76(1). doi: https://doi.org/10.31274/itaa.8854