Progress 01/01/99 to 09/30/04
Outputs
This study focused on determining domestic market opportunities and developing promotional strategies for products made with American alligator and ratite leather and was the first known empirical research to explore market development opportunities for products made with alligator and ratite leather. National surveys provided information about perceptions held by manufacturers, retailers, and consumers of apparel, accessories, and interiors products made with the alligator or ratite leather. Product prototypes were created using donated hides. A data base was developed of physical property characteristics of alligator and ratite leather along with comparison data to many other types of leather including cowhide, sheep, pig, goat, buffalo, and deer. Findings indicate the existence of a viable, potentially lucrative domestic market for products made with American alligator and ratite leather. However, designers, manufacturers, retailers, and consumers must be educated
to correct misunderstandings about the endangerment status of the American alligator and provide accurate information about the characteristics, uses, and care of alligator and ratite leather products. Education and promotion are vital to changing potential users' perceptions of the social acceptance of purchasing alligator leather products and improving domestic marketing opportunities. Expansion of existing U.S. markets and development of new markets can result in an increase in demand for raw materials and finished products, thus, stimulating the established alligator and ratite industries. Findings were shared with industry partners, professional colleagues, the media, and are in press or have been published in refereed journals and lay publications. Undergraduate and graduate students were engaged in the research project.
Impacts
New, broad-based information about potential target markets for apparel and interior products made with American alligator and ratite leather was provided by this research as well as leather performance data. Findings can be used to increase market demand thus stimulating the American alligator and ratite industries as well as related industries.
Publications
- Xu, Y., Summers, T. Belleau, B. (2004). Who buys American alligator: Predicting purchase intention of a controversial product. Journal of Business Research, 57, 1189-1198.
- Belleau, B., Marquette, Y., Summers, T. (2004). Practical techniques for designing with exotic leather: American alligator and emu. Clothing and Textiles Research Journal, 22, 53-60.
- Belleau, B., Summers, T., Xu, Y. (2004). Small retailers fashion involvement, price auality perceptions, and media usage. International Textile and Apparel Association Annual Conference Proceedings, Online, www.itaaonline.org.
- Belleau, B. & Summers, T. (2003). Young consumers attitudes toward emu leather. International Textile and Apparel Association Annual Conference Proceedings, Online, www.itaaonline.org.
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Progress 01/01/03 to 12/31/03
Outputs
Collaboration with industry partners continued. The survey of consumer preferences for emu leather apparel products, including attitudes, perceptions, product attributes, and fashion involvement was completed. Consumers representing the young adult market, who often set trends in the fashion world, were surveyed. Their views frequently have an impact on other market segments as well. Fashion involvement theory served as the theoretical framework. A survey instrument was administered to a convenience sample of 229 college students at a major university in a southern state. The instrument consisted of the following validated scales: attitudes toward and knowledge of emu leather products, purchase intention, fashion involvement, and demographics. The sample consisted of college students (75% female and 25% male), ages 17 to 21. The mean attitude score for product attributes indicated that most of the respondents were not knowledgeable of or familiar with this product. As
a result, attitudes toward the product were slightly negative. Almost half of the sample indicated that they were not interested in purchasing an emu leather product because it would not be a wise investment or personally rewarding for them. These results may have been influenced by the low fashion involvement of most of the respondents. It is recommended that the emu leather industry develop promotional strategies to educate young consumers about the unique possibilities of emu leather products. Targeted promotion would make young consumers more aware of the personal rewards of owning an emu leather product. Although emu leather products are relatively new to the market, they could serve to attract the young trendsetter if promotion focused on the novel and unique material. Capturing the interest of the trendsetter with new products might provide enough personal reward for purchase. If young consumers view emu leather products as unique and novel, they may be more inclined to make a
purchase. In addition, if young consumers purchase trendy products made from emu leather, then older consumers in other market segments might find this product appealing as well. Results continued to be analyzed and manuscripts prepared from previously reported national surveys of affluent female consumers, retailers, and manufacturers measuring their awareness of exotic leather products, purchase intentions, and advertising involvement.
Impacts
This project is designed to stimulate the demand for apparel and interior products made with American alligator and ratite leather. Expansion of existing U.S. markets and development of new markets can result in an increase in overall demand for raw materials and finished products thus stimulating the American alligator and ratite industries as well as related industries.
Publications
- Summers, T.A., Belleau, B.D., & Marquette, Y.R. (2002). Alligators in the classroom: Blending teaching and research in product development. International Textile and Apparel Association Annual Meeting Proceedings, Online, http://www.itaaonline.org.
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Progress 01/01/02 to 12/31/02
Outputs
Industry support continued with donations of tanned emu hides and funding. Additional textile performance data were collected on previously donated alligator and ostrich hides. Results continue to show exotic leather is well suited for selected apparel and home furnishing products. Performance data are being compiled for distribution. Development of exotic leather prototype products continued. A study of consumer perception and intent to purchase emu leather apparel products was begun using established methodology. Results continued to be analyzed and manuscripts prepared from previously reported national surveys of affluent female consumers, retailers, and manufacturers measuring their awareness of exotic leather products, purchase intentions, and advertising involvement. Preliminary analyses of data measuring consumer involvement with advertisements for alligator leather apparel using text and imagery were conducted. Consumers responded similarly to all three
advertising formats tested and perceived high levels of risk identified with the advertisements. Further analyses are underway. The majority of consumers who responded to all national surveys conducted thus far in this project had household incomes greater than $75,000/year (affluent females were the intended respondent group); were white; BabyBoomers (37-55 years old); employed full or part-time, primarily in professional/managerial positions; were college-educated; not highly fashion involved; did not know or had inaccurate information concerning the correct endangerment status of the American alligator; had mixed feelings about the social acceptability of wearing alligator leather products; did not currently own a product made with alligator or crocodile leather; were unsure or did not intend to purchase an alligator leather product in the near future; had no preference for purchasing genuine American alligator products over other types of leather or even fake leather products;
spent less time searching for information about trendy clothes; had less influence on other individuals' fashion choices or purchases; gave less attention to promotional information about fashionable apparel; noticed clothing worn by actors on television and in movies; and considered price when making a purchase. Respondents were fairly representative of average American female consumers in upper income brackets. Changing this consumer group's attitudes and perceptions about exotic leather products may be difficult. Increased spending on advertising alone may not generate interest in alligator products because these consumers are less interested in fashion and have less free time to read fashion publications. Thus, their awareness of the existence of alligator leather products tends to be low. Also, their lack of knowledge about the American alligator and their prevailing attitudes about the risk of wearing clothing made from animal skins may make it easier for erroneous or biased
information to be more convincing than other promotions. Therefore, members of the exotic leather industry may wish to begin developing a response campaign to offset targeted criticism of the industry by animal rights groups.
Impacts
This project is designed to stimulate the demand for apparel and interior products made with American alligator and ratite leather. Expansion of existing U.S. markets and development of new markets can result in an increase in overall demand for raw materials and finished products thus stimulating the American alligator and ratite industries as well as related industries.
Publications
- Belleau, B., Summers, T. & Von Hoven, T. (2002). Marketing Exotic Leather: American alligator, ostrich, and emu. Journal of the American Leather Chemists Association, 97, 65-73.
- Von Hoven, T. (2002). Characterization of textile properties of alligator, ostrich, and emu skins and comparisons to traditional leathers. Unpublished doctoral dissertation, Louisiana State University, Baton Rouge, LA.
- Santaella, M. (2001). Advertising involvement for controversial products. Unpublished Master's thesis, Mass Communication, Louisiana State University, Baton Rouge, LA.
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Progress 01/01/01 to 12/31/01
Outputs
Support continued from the American alligator and ratite industries with donations of tanned hides and funding. Additional performance data were collected on alligator and ostrich hides. Tests were conducted based on projected product end-use as previously reported. Results continue to show alligator and ostrich leather are well suited for apparel and home furnishing products for selected end uses. Performance data continue being compiled into an easy-to-understand format for distribution. Development of prototype products using American alligator leather continued. A national survey of 1200 affluent female consumers in 8 major market centers measuring their product and advertising involvement was conducted with a response rate of 24%. Data analyses are now in progress. Analyses of data from surveys of affluent female consumers and U.S. leather products manufacturers previously reported on were completed. Consumers' attitude toward American alligator leather products
had the most influence on their purchase intention followed closely by their perception of social pressures placed on them by others regarding the purchase of these products. Consumers who were more self-confident, educated, and who indicated wearing American alligator leather products was socially acceptable and that social acceptance was important in product selection were more likely to purchase alligator. Findings from the survey of leather goods manufacturers revealed that most produced designer goods, and many produced moderate-priced products using cowhide, sheepskin, pig, and goat leather. About 20% reported using exotic leather including alligator. Manufacturers sold their products to specialty, department, and chain stores; wholesalers; and company-owned retail outlet(s). Most were aware of alligator leather physical properties and knew it was costlier than other leather. Fewer respondents had knowledge of alligator leather care or knew American alligator was no longer
endangered. Most agreed it was socially acceptable to use or wear alligator leather and indicated they would not buy skins from endangered animals. Less than half agreed manufacturing products with genuine American alligator leather would be financially rewarding, but, almost equal numbers indicated they wanted to use genuine American alligator in their products and would be willing to pay more. Manufacturers' attitudes toward American alligator leather had the most influence on their intention to use the leather in production followed by their perceptions of social pressures placed on them by others regarding the use of the leather. Manufacturers whose companies were more fashion innovative and produced small leather goods in designer price ranges had a greater intent to use American alligator leather in their products.
Impacts
This project is designed to stimulate the demand for apparel and interior products made with American alligator and ratite leather. Expansion of existing U.S. markets and development of new markets can result in an increase in overall demand for raw materials and finished products thus stimulating the American alligator and ratite industries as well as related industries.
Publications
- Summers, T.A., Belleau, B.D., Von Hoven, T., Nowlin, K., & Xu, Y. 2001. Finding new market opportunities for Louisiana's alligator industry. LOUISIANA AGRICULTURE, 44:1, 11-13.
- Summers, T.A., Belleau, B.D., & Xu, Y. 2001. Predicting Consumers' Purchase Intention for Alligator Leather Apparel Products. Book of Abstracts, European Institute of Retailing and Services Studies 8th Recent Advances in Retailing and Services Science Conference, 106.
- Summers, T.A. & Belleau, B.D. 2001, February. Exploring New Market Opportunities for Louisiana's Alligator Industry. LA Fur & Alligator Advisory Council February Report, 2:2, 3.
- Summers, T.A. & Hebert, P.R. 2001. Shedding some light on store atmospherics: influence of illumination on consumer behavior. Journal of Business Research, 54:2, 145-150.
- Belleau, B.D., Nowlin, K., Summers, T.A., & Xu, Y. 2001. Fashion leaders and followers' attitudes toward exotic leather apparel products. Journal of Fashion Marketing & Management, 5:2, 133-144.
- Belleau, B., Summers, T. & Xu, Y. 2001. Sustaining competitive advantage: Exotic leather industry. American Society for Competitiveness Conference Proceedings.
- Torres, I.M., Summers, T.A., & Belleau, B.D. 2001. Men's shopping satisfaction and store preferences. Journal of Retailing and Consumer Services, 8:4, 205-212.
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Progress 01/01/00 to 12/31/00
Outputs
Support continued from the American alligator and ratite industries with donations of tanned hides and funding. Additional performance data were collected on alligator, ostrich, and emu hides along with comparative data from cowhide, deer skin, goat skin, lamb skin, pig skin, and buffalo. Tests were conducted based on projected product end-use and included stiffness, abrasion and tear resistance, breaking strength and elongation, wrinkle recovery, crocking, drape, image analysis, durability and colorfastness. Results continue to show alligator, ostrich, and emu leather would make fine apparel and home furnishing products for selected end uses. Scanning electron microscopy of the grain and flesh sides of the skins revealed a network of fibers whose organization varied with different sections of the skin. Data are being compiled into an easy-to-understand format for distribution. Data collection continued to determine end users' attitudes, perceptions, and knowledge of
exotic leather products as well as intent to purchase such products using methodology refined last year. Another national survey of 1200 affluent female consumers in 8 major market centers had a response rate of 36 percent. A national survey of 1900 leather manufacturers had a response rate of 20.5 percent. A pilot test of a new instrument to measure product and advertising involvement was also conducted. Additional surveys are in progress. Analyses of data collected are now underway. Preliminary findings indicate consumers had some knowledge of alligator leather, appreciated its aesthetic qualities, and were aware of its high price. However, less than one-half knew the correct endangerment status of the American alligator. Manufacturers had a good understanding of alligator leather properties, price, and appreciated its aesthetic qualities. Just over one-half of the manufacturers knew the correct endangerment status of the American alligator. Development of prototype products using
the exotic leather continued. Findings reveal the existence of a viable, potentially lucrative domestic market for apparel, accessories, and interior products made with exotic leather. Physical and performance characteristics of the leather indicate products traditionally made with leather as well as non-traditional products can effectively be produced to satisfy consumer demand. However, potential users at all levels must be educated to correct misunderstandings and provide accurate information about exotic leather as well as the uses and care of leather in products. The correct legal status of the American alligator must be promoted. With accurate information, end-users' perceived social acceptance of using the leather will likely increase. More information about the physical characteristics of ratite leather and options for products made with the leather must also be disseminated to end-users. Education and promotion are vital to improving domestic marketing opportunities for
American alligator and ratite finished leather products.
Impacts
This project is designed to stimulate the demand for apparel and interior products made with American alligator and ratite leather. Expansion of existing U.S. markets and development of new markets can result in an increase in overall demand for raw materials and finished products thus stimulating the American alligator and ratite industries as well as related industries.
Publications
- Summers, T.A., Belleau, B.D., Von Hoven, T., Xu, Y., Hebert, P.R., & Negulescu, I.I. 2000. Analyses of market potential of exotic leather apparel and interior products. (Intersectional Paper Competition Winner.) Textile Chemist & Colorists/American Dyestuff Reporter 32(11): 2-8.
- Xu, Y., Summers, T.A., & Belleau, B.D. 2000. American alligator leather products: Who is the consumer? In J. Biberman & A. Alkhafaji (Eds.), Business Research Yearbook, Volume VII. Saline, Michigan: McNaughton & Gunn Inc. and the International Academy of Business Disciplines: 557-561.
- Xu, Y. 2000. Consumers' reasoned behavior toward American alligator leather products. Unpublished doctoral dissertation, Louisiana State University, Baton Rouge, LA.
- Belleau, B. D. & Summers, T. A. 2000. Results of LSU alligators in fashion research group, Gatortales, the American Alligator News Magazine 7(1): 4-5.
- Belleau, B. D. & Summers, T. A. 1999. LSU alligators in fashion research group update - Marketing & promotions, Gatortales, the American Alligator News Magazine 6(3): 7.
- Summers, T.A., Hebert, P.R., & Belleau, B.D. 1999. Interior designer knowledge and opinions of alligator leather products. International Textile and Apparel Association Annual Meeting Proceedings: 122.
- Belleau, B.D., Nowlin, K., & Summers, T.A. 1999. Consumer preferences for alligator, ostrich, and emu leather products. International Textile and Apparel Association Annual Meeting Proceedings: 111.
- Von Hoven, T., Belleau, B.D., & Summers, T.A. 1999. Characterization of textile properties of American alligator leather. International Textile and Apparel Association Annual Meeting Proceedings: 109.
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Progress 01/01/99 to 12/31/99
Outputs
Support continued from the American alligator industry with donations of tanned hides and funding. Ratite and alligator leather performance data are needed by professionals and consumers interested in the leather. Tests were conducted based on projected product end-use and included stiffness, abrasion and tear resistance, breaking strength and elongation, wrinkle recovery, crocking, drape, image analysis, durability and colorfastness. Results show both emu and alligator leather would make fine apparel and home furnishing products. Kawabata test results indicate belly regions on both hides have the best bending properties and would probably have better drape than the back regions. Neither leather deforms to any great extent in compression, and both have the strength to perform very well in upholstery and apparel products. Testing on other donated hides continues. Data are being compiled into an easy-to-understand format for distribution. Knowledge of attitudes and
perceptions held by designers, retailers, and consumers of exotic leather products as well as intent to purchase such products is necessary in order to develop a targeted marketing campaign. A survey instrument was developed for each intended group primarily using standardized scales to measure desired variables. All instruments were pretested. A survey of all licensed Louisiana interior designers (N=600) had a response rate of 55%. A national survey of 600 affluent female consumers in 8 cities considered fashion centers had a response rate of 35%. A second survey of 1200 affluent female consumers in the same 8 cities had a response rate of 36%. A survey of 2400 retailers in the same 8 cities had a response rate of 12.5%. Additional surveys are in progress. Analyses of data collected are now underway. Preliminary findings indicate interior designers had limited knowledge of alligator leather products, product care, and less than half knew that American alligator was no longer
endangered. Most designers believed that furniture and accessories made from alligator leather are socially acceptable, have unique qualities, and are durable, but less than half agreed that alligator leather is higher priced than other leather. A majority of designers stated that alligator leather furniture and accessories may fit their needs and that they would buy these products for their clients, but most were not likely to be first to purchase. A majority of consumers who responded were aware of the unique qualities of alligator leather accessories, but less than half agreed that wearing alligator is socially acceptable. While most agreed that alligator leather accessories require special care; believed that alligator leather accessories are fashionable, attractive, prestigious, and higher priced than other leather accessories; less than half knew the American alligator was not endangered. A majority said they would like to buy an alligator leather accessory if it fits their
clothing needs, and if given a choice, would choose leather accessories made in American over imports. However, consumers indicated no strong preference for genuine American alligator leather products over other crocodilian species.
Impacts
This project is designed to stimulate the demand for apparel and interior products made with American alligator and ratite leather. Expansion of existing U.S. markets and development of new markets can result in an increase in overall demand for raw materials and finished products thus stimulating the American alligator and ratite industries.
Publications
- Von Hoven, T.M., Belleau, B.D., Summers, T.A., & Negulescu, I.I. (1999). Determination of testing techniques to define textile properties of emu skin. Journal of the American Leather Chemists Association. 94, 368-377
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