Purpose Fashion and luxury brands struggle to make themselves distinguished by ever more apathetic consumers in this highly competitive market. Fashion and luxury retailers can use emotional branding as a way to get their customers involved to address the increasing trend of emotional relationships with a brand to become more competitive. Although brand technology, such as product attributes, characteristics and facts, is unforgettable, personal sensations and experiences better shape brand assessments of consumers. The purpose of this study is to illustrate the dominance of consumers’ emotions over objective analysis in selection among the brands in the field of fashion and luxury products for similar products. Design/methodology/approach A comprehensive literature study has been done to explore the various emotional associations that are identified by the advertising, marketing, psychology scholars and researchers. This study also analyses the relevance of consumers’ emotional associations with the fashion and luxury brands. Various online scholarly journal platforms have been used to find the relevant research papers, books and other publications on the basis of keywords of this study. Only recent studies and literature covering the basic concepts of branding, emotional buying and fashion consumer behaviour have been included after scrutinising carefully. Findings This study illustrates how emotional branding is crucial in a volatile market, particularly for fashion and luxury brands. This study will also be focussed on the possibility in which consumers buy the fashion and luxury products under the influence of emotional needs. The objective of this paper is to inform both consumers and brands about the emotional influence on the buying decision so that both can take better conscious decision. Originality/value Understanding the influence of emotional needs will help fashion brands in creating better customer value and satisfaction. A business or product will be successful only if it is chosen by the consumer to satisfy his needs. Understanding of emotional needs would result in enhancement of consumer’s loyalty for the brand with better satisfaction of needs. As huge part of marketing resources is involved into advertisement and celebrity endorsement, identifying the effective way of advertising and endorsement can help in efficient utilisation of resources.

This research work is an outcome of a practical problem experienced at a fi nisher draw frame machine in the spinning preparatory section. Older storage can-spring stiff ness decreases due to fatigue loading over the years. Hence, combed sliver characteristics may vary during the storage, transportation and processing on a subsequent machine. The study aims to investigate the infl uence of the can-spring stiff ness factor, sliver deposition rate and sliver coils position on the combed yarn coeffi cient of variation of mass, imperfections and hairiness. For research design, the three-factor three levels Box-Behnken experimental design was adopted. Moreover, the analysis of variance was performed to check the statistical signifi cance of all observed responses.

Purpose The present work is a systematic study to understand the cause of poor quality of sliver, roving and yarn due to defective sliver storage can-spring at finisher drawframe machine in spinning preparatory. This study aims to investigate the influence of can-spring stiffness factor, sliver deposition rate and sliver coils position on yarn unevenness and thin places considering two cases of sliver storage time. Design/methodology/approach Combed ring spun yarn samples were produced by varying finisher drawframe variables, which were can-spring stiffness, delivery speed and sliver coils position in storage can. For research design, three-factor three levels of Box-Behnken experimental design was adopted. To investigate the effect of sliver storage time on combed yarn unevenness and thin places, yarn samples were produced at 8 h sliver storage time and without allowing any storage time. Sliver storage time is the time for which combed drawn sliver kept idle in storage cans before feeding to speedframe machine. The 8 h sliver storage time was considered for present study after consulting industrial experts. Adequate numbers of the samples were tested for yarn quality parameters such as yarn unevenness and thin places 50 per cent/km on standard instruments. Finally, the test results were analyzed using statistical software to check the statistical significance of all the independent variables on observed response through analysis of variance. Findings The experimental results showed that the yarn samples produced from older can-springs and bottom position sliver coils stored at 8 h storage time were showing higher yarn unevenness and thin places compared to other yarn samples. The results also showed that the effect of delivery speed is not significant on yarn unevenness for samples produced without allowing any sliver storage time. Research limitations/implications The present study is an outcome of a practical problem experienced at the finisher drawframe machine in a spinning industry. For this purpose, only scrutinized finisher drawframe variables were considered for the evaluation. There are many equally important other factors, which were not considered due to research work feasibility. Social implications This paper investigates the effect of some imperative factors at the finisher drawframe stage on combed yarn quality. The present study will boost existing knowledge of the spinner’s community regarding the effect of can-spring stiffness, sliver coils position and storage time on resultant combed yarn quality parameters. Originality/value The work is original and only a few references are available. The study reveals that storage can-spring stiffness should be chosen carefully for better sliver handling. It is observed that finisher drawframe can-spring stiffness, sliver storage time and sliver coils position play a vital role in deciding quality characteristics of stored sliver and ultimately affect yarn quality.

The noise optimization using suitable absorbing materials is imperative due to significant impact on living beings by influencing various physiological and psychological factors. The research investigating the acoustic characteristics of woven fabrics compared to nonwoven and other fabrics are very limited. This research investigates the acoustic characteristics of woven jute fabric in relation to fabric structural variables. The research is designed to fulfil the existing gap on acoustic characteristics of woven jute fabrics. The focus was on the effect of woven jute fabric structural parameters such as weft yarn linear density, weft density and number of weft float over warp on sound absorption coefficient and noise reduction coefficient. The sound absorption coefficient was measured using impedance tube method as per ASTM E1050 standard. Noise reduction coefficient was measured from the mean value of sound absorption coefficient observed at 250 Hz, 500 Hz, 1000 Hz and 2500 Hz. A Box–Behnken experimental design was adopted for research design and woven jute sample planning. The experimental work revealed that the plain woven jute samples prepared with 40 tex weft yarn consisting of 8 weft threads/cm showed higher mean values of sound absorption coefficient and noise reduction coefficient compared to twill and satin weave. The experimental results and statistical analysis showed that the effect of number of weft yarn float over warp and weft yarn linear density is significantly influencing sound absorption coefficient and noise reduction coefficient whereas the effect of weft density is found not significant.

Air-jet spinning variables play a signifi cant role in determining MJS (Murata Jet Spinner) yarn structure and quality. This research work is an attempt to highlight the eff ect of a few imperative MJS spinning parameters on yarn quality characteristics. In order to investigate the eff ect of the MJS spinning speed, fi rst-nozzle pressure and feed ratio on resultant yarn quality parameters, a Box-Behnken experimental design for three factors and three levels was adopted for research design and sample preparation. An analysis of variance (ANOVA) was performed to test the statistical signifi cance of all eff ects.