Gen Y's, Italians' and Americans' perception of cashmere Sustainable, somehow luxurious and comes from ... goats

Purpose - The purpose of this paper is to understand and compare Generation Y's knowledge and perceptions of cashmere as a luxurious fibre. Design/methodology/approach - Dual qualitative-quantitative approach, comprising interviews with cashmere farmers and suppliers plus a structured questionnaire completed by 334 young Italians and Americans. Data were analysed statistically for comparison and interpretation. Findings - Interviews confirmed the literature and provided insights why cashmere is "branded" as luxurious; e.g. comes from combing the undercoat of cashmere goats thus it is rare, expensive, very warm, light, and soft. Quantitative analysis showed: the majority (+ 85 per cent) of the young Italians and Americans perceive cashmere fibre as luxurious and expensive, although statistically Americans participants perceive it as more luxurious and more expensive. For example, 75 per cent Italian, 85 per cent Americans think it is expensive, (mu = 2.914/4 and mu=3.156/4, respectively). Americans do not perceive it as being as rare as the Italian group. Italians were more able to answer the question about richness of the fibre. Lastly and surprisingly both groups knew very little about the origin: 40 per cent of both groups thought it comes from sheep whereas 20 per cent from Alpaca. Practical implications - While neither sample knew the source, they both mentioned they would like to know more about the origin, attributes, etc., opening the door to marketing experts. Originality/value - This study complements and enhances the relatively limited body of knowledge in the academic and professional literature and provides useful information for producers, suppliers, retailers, and especially marketers of cashmere.