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Women and apparel entrepreneurship: An exploration of small business challenges and strategies in three countries

Nancy Hodges (Department of Consumer, Apparel and Retail Studies, University of North Carolina at Greensboro, Greensboro, North Carolina, USA)
Kittichai Watchravesringkan (Department of Consumer, Apparel and Retail Studies, University of North Carolina at Greensboro, Greensboro, North Carolina, USA)
Jennifer Yurchisin (Department of Consumer, Apparel and Retail Studies, University of North Carolina at Greensboro, Greensboro, North Carolina, USA)
Elena Karpova (Department of Apparel, Events, and Hospitality Management, Iowa State University, Ames, Iowa, USA)
Sara Marcketti (Department of Apparel, Events, and Hospitality Management, Iowa State University, Ames, Iowa, USA)
Jane Hegland (Department of Consumer Sciences, South Dakota State University, Brookings South Dakota, USA)
Ruoh-Nan Yan (Department of Design and Merchandising, Colorado State University, Fort Collins, Colorado, USA)
Michelle Childs (Department of Consumer, Apparel and Retail Studies, University of North Carolina at Greensboro, Greensboro, North Carolina USA)

International Journal of Gender and Entrepreneurship

ISSN: 1756-6266

Article publication date: 8 June 2015

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Abstract

Purpose

The purpose of this study was to explore strategies used by successful female entrepreneurs to manage the challenges of running a small apparel business.

Design/methodology/approach

A qualitative research design was used. Primary and secondary data were collected on small business in three countries: Russia, South Africa and Thailand. In-depth interviews were conducted with a total of 11 female small apparel business owners. Businesses ranged from tailoring and custom clothing shops, to small-scale design and production, as well as small apparel retail stores.

Findings

Three emergent themes highlight the similarities and differences that surfaced across the participants’ narratives. Key issues within the thematic areas point to the need for these women to be creative in finding resources to start and grow their small apparel businesses, and to manage the competition that they face within this industry.

Research limitations/implications

It is difficult to generalize the findings of this study beyond the sample. Implications of the findings for understanding the needs of female apparel entrepreneurs and small business owners are considered.

Originality/value

Despite the significance of women to the apparel industry as well as small business ownership, thus far, the role of women as apparel entrepreneurs and small business owners has been under-examined in the literature. This study offers insight into what it is like for women seeking to succeed as apparel entrepreneurs and small business owners.

Keywords

Acknowledgements

This research was funded in its entirety by a US Department of Agriculture (USDA) Higher Education Challenge Grant (2010-21349).

Citation

Hodges, N., Watchravesringkan, K., Yurchisin, J., Karpova, E., Marcketti, S., Hegland, J., Yan, R.-N. and Childs, M. (2015), "Women and apparel entrepreneurship: An exploration of small business challenges and strategies in three countries", International Journal of Gender and Entrepreneurship, Vol. 7 No. 2, pp. 191-213. https://doi.org/10.1108/IJGE-07-2014-0021

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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