BACKGROUND Taking into account the problems experienced by the South African clothing industry and especially in retail, it is clear that retailers have to compete in a very focused way with others sharing the same market (Njobeni, 2003). For most retailers it is a priority to provide customer satisfaction. This endeavour is a long-term customer-oriented marketing strategy to retain loyal customers (Cronje et al, 2002:181). Sieben (1991), Hawkins et al (1998:22) and Solomon and Rabolt (2004:21) hold that it is a more advisable strategy to keep present consumers and keep them satisfied, rather than continually looking for new customers or focusing on a different market. According to Schiffman and Kanuk (2000:3) the only true competitive edge is to garner consumer satisfaction. To accomplish this, knowledge is required of their marketing needs, problems, expectations and similar aspects. Hawkins et al (1998:13) and Schiffman and Kanuk (2000:3) are of the opinion that a better understanding of consumer conduct will enable the retailer to satisfy customer needs, better see to their requirements and even to predict consumer behaviour.

PurposeThe purpose of this study was to explore and describe the early‐adolescent female consumer's expectations and evaluation, as well as satisfaction relating to the fit, as a dimension of the quality of her clothes.Design/methodology/approachA quantitative research style was followed and a structured questionnaire was used as data‐collecting method. A total of 120 13‐year‐old young female consumers, also known as the early‐adolescent female, participated in the study.FindingsThe results suggest that the early‐adolescent female consumer is not only concerned about the functional aspects of the fit of her clothes, but also about the emotional effect. Results further suggest that this consumer group probably does not have the expertise, knowledge and cognitive skills that can enable them, during the evaluation phase of the decision‐making process, to realistically evaluate this very important dimension of the quality of clothes, with the main purpose of giving functional comfort and emotional pleasure during the post‐purchase experience. This then contributes to the fact that, when wearing the clothes, they are, especially as regards the emotional and cognitive dimensions, mostly dissatisfied with the fit of their clothes.Originality/valueWith the buying power of this young market in mind, the main implication of the above is that brands that are specifically aimed at these young consumers should specifically be sized according to the measurements and figure proportions of the young consumer.

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Orientation: Design thinking presented an alternative lens for entrepreneurship education.Research purpose: The purpose of this article was to illustrate (with a framework) the benefits of encouraging a design-based mindset when exploring problem placement and framing to create new opportunities for entrepreneurship students.Motivation for the study: The role of placement and framing of open-complex problems has not been fully embraced in the literature on design thinking for entrepreneurship education. The seminal work of Richard Buchannan (a great influencer in the realm of design thinking) offered a deeper insight into the placement and framing of problems that could assist educators to facilitate thinking skills relevant to deal with the unpredictable contexts that future entrepreneurs have to be prepared for.Research design, approach and method: This conceptual paper adopts a basic qualitative research approach that develops an extension of knowledge within the field of entrepreneurship education for the purpose of informing the development of practice. The principle method used is a progressive consideration of different theoretical perspectives and seminal studies concerning entrepreneurship education and design thinking in order to conceptualise the development of a framework that promotes framing and placements of problems. An interpretive paradigm is applied.Main findings: The proposed framework offered a synthesis between the placement and framing of open-complex problems and the relevant thinking skills: invention, decision, judgement and evaluation to consider meaningful solution identification. These thinking skills are imperative for future entrepreneurs who need to transform their novel ideas in innovative ways.Practical/managerial implications: The framework requires a paradigm shift from prediction and goal setting and may empower educators who apply a design thinking approach to entrepreneurship education.Contribution/value-add: An in-depth understanding of problem placement and framing can assist educators in the field to make informed decisions about their approaches to entrepreneurship education when applying a design thinking methodology.

The objective of this article is to heighten awareness of the dangerous allure of entrepreneurship as leveraged by modern capitalism. Research Design & Methods: By employing a critical dialectical approach, this work attempts to uncover the origins of the grand narrative of entrepreneurship as well as the origins of the iconic status that the entrepreneur enjoys, as it is postulated that there is a link between the grand narrative and the reverence of the entrepreneur. Findings: A theoretical synthesis between entrepreneurship and capitalism is illustrated by unpacking the assumptions of entrepreneurship and the education thereof. Implications & Recommendations: Irresponsible communication of the entrepreneurship narrative, particularly relating to the promise of deliverance, should be carefully considered and contextualised by governments and educational institutions. Contribution & Value Added: Highlighting the important pitfalls that pervade current thinking on entrepreneurship and entrepreneurship education when only the "grand" part of the narrative is shared. A reflection around the entrepreneurship discourse within a capitalist context is offered as an unbalanced picture of what entrepreneurship offers, particularly within developmental economies. In this regard, the question that is posed for reflection of scholars who are involved in entrepreneurship, relates to the ethics revolving around 'selling the dream' of entrepreneurship. A plea for a more balanced approach when communicating the value of entrepreneurship, is offered as a final thought. Article type:conceptual article