Relevant bibliographies by topics / Branding of the fashion industry

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
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Academic literature on the topic 'Branding of the fashion industry'

Author: Grafiati
Published: 28 May 2022

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Journal articles on the topic "Branding of the fashion industry"

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Kudina, Alevtyna. "Brand management system of fashion-industry enterprises." Marketing and Digital Technologies 5, no. 1 (March 14, 2021): 113–25. http://dx.doi.org/10.15276/mdt.5.1.2021.7.

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Aim of the article. The purpose of the article is to reveal the system of brand management implementation in fashion companies and to develop a plan to create a brand management department in such companies. Analyses results. The style and basic principles of brand management should be based on the company's activities and technologies that should be used in brand management and communication strategy with the target audience. Based on this information, we have a functional structure for the implementation of brand management in the company, as well as areas of responsibility of the company's employees working in this area. Brand management is a comprehensive regular management of building and improving the brand, which is carried out at all stages of its development. To effectively manage a company's brand, it is necessary to determine the core value of a particular brand and broadcast it to the target audience. If a brand is a set of values and attributes, then branding is a specific step that a company takes to express its individuality. Branding is how a company manages the perception of a brand by consumers. Brand management can be considered in three directions: a) scientific basis - a system of scientific knowledge that includes the theoretical basis and methodological practice of the world's leading companies in the field of brand management and branding; b) corporate brand management - reflects the corporate vision of the company's mission, its culture and management style. An important area of corporate brand management is the development of corporate identification programs, which achieve the company's recognition in the market, provides a high level of consumer awareness of brands and develops customer loyalty; c) the process of brand management (branding) - aimed at developing the appropriate personality. Branding includes several basic areas, namely: organizational component (formation of a team, unit and consolidation of functions under the relevant management); market research; development of the brand concept; lanning of marketing programs for brand development; organization and marketing activities management. Based on the specifics of the scope of activities of companies engaged in fashion, and the functionality needed to implement brand management in this type of enterprise, recommendations were developed for the structure of the brand management department in companies and areas of responsibility of employees, their tasks and responsibilities. The flows and sources of information, the process of its processing and the mechanisms of interaction of responsible persons within the department responsible for the brand management process are considered. Conclusions and directions for further research. Drawing conclusions, we can say the following. Creating a strong brand and implementing brand management in the company is now a necessity for any company. And in order for brand management and its promotion on the market to be successful, the company must create an appropriate organizational structure based on the specific goals of the company and the tasks set before the brand. The formation of the structure of the brand management department of the organization directly depends on the scope of the company, its scale, the characteristics of the target audience of the brand, the need for physical outlets or the company's focus on work in e-commerce. The article presents developments on the typical structuring of the brand management department at enterprises operating in the fashion industry. Depending on the factors listed above, the structure can be adapted to the needs of a company in this area. It should also be noted that with the development of technology and the emergence of new channels of communication, such a structure will be constantly changing, adapting to modern realities. Keywords: brand management, branding, enterprises, fashion industry
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Rufaidah, Popy. "Branding Strategy of West Java: Fashion Products of The Creative Industry." AFEBI Management and Business Review 2, no. 02 (February 9, 2018): 33. http://dx.doi.org/10.47312/ambr.v2i02.103.

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<p><em>In past research, </em><em>branding strategy application in </em><em>the creative industry has been left largely unexplored. This study aims to investigate the types of </em><em>branding strategy elements perceived as the distinctiveness of West Java in fashion products of the creative industry. </em><em>Th</em><em>is</em><em> study </em><em>is a cross-sectional study using</em><em> survey method, which </em><em>i</em><em>s designed to </em><em>describe the frequency of customer perceptions of branding strategy elements such as products design, marketing communicationtools and physical environment. The data used in this study is primary and secondary data. The primary data is obtained from the results of observations, interviews and survey using questionnaires. The respondents of the study are the customers of fashion products in the creative industry who have been living in West Java at lest for two years. The study concludes that there are some critial points in building West Java brand through several branding strategy elements that need more attention such as (i) the performance of blogs and websites as marketing promotional tools used by companies in the creative industry is perceived low (37%); (ii) most of the fashion products marketed by companies in the creative industry are perceived similar and not unique (57%); (iii) the logo of the fashion products sold in the market by creative industry players is perceived not attractive (37%) and; the places where the fashion products are sold are perceived not clean (46%).</em></p><strong><em>Keywords: </em></strong><em>Branding Strategy, Fashion Products, Creative Industry</em>
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Rufaidah, Popy. "Branding Strategy of West Java: Fashion Products of The Creative Industry." AFEBI Management and Business Review 2, no. 2 (December 9, 2017): 33. http://dx.doi.org/10.47312/ambr.v2i2.103.

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<p><em>In past research, </em><em>branding strategy application in </em><em>the creative industry has been left largely unexplored. This study aims to investigate the types of </em><em>branding strategy elements perceived as the distinctiveness of West Java in fashion products of the creative industry. </em><em>Th</em><em>is</em><em> study </em><em>is a cross-sectional study using</em><em> survey method, which </em><em>i</em><em>s designed to </em><em>describe the frequency of customer perceptions of branding strategy elements such as products design, marketing communicationtools and physical environment. The data used in this study is primary and secondary data. The primary data is obtained from the results of observations, interviews and survey using questionnaires. The respondents of the study are the customers of fashion products in the creative industry who have been living in West Java at lest for two years. The study concludes that there are some critial points in building West Java brand through several branding strategy elements that need more attention such as (i) the performance of blogs and websites as marketing promotional tools used by companies in the creative industry is perceived low (37%); (ii) most of the fashion products marketed by companies in the creative industry are perceived similar and not unique (57%); (iii) the logo of the fashion products sold in the market by creative industry players is perceived not attractive (37%) and; the places where the fashion products are sold are perceived not clean (46%).</em></p><strong><em>Keywords: </em></strong><em>Branding Strategy, Fashion Products, Creative Industry</em>
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Minhas, Shahid. "Apparel fashion trends and Instagram: A study of Gujranwala Youth." Media and Communication Review 1, no. 1 (June 25, 2021): 67–77. http://dx.doi.org/10.32350/mcr.11.05.

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In the digital age, social media has played an important role in the fashion industry, allowing consumers and anyone interested in fashion to interact more with designers and companies of top clothing, footwear and accessories Range. Our addiction to social media has increased a lot and become more integrated into our lives. People are increasingly impressed with their online exposure in the form of presidents, especially in the fashion field. Fashion is a multi-billion dollar industry with social and economic impact on a global scale. However, the increasing use of social media inside and outside the industry can affect this traditional system. Therefore, let's try to understand the elements of fashion success in the Instagram age. The Instagram account achieves a specific taste, authenticity and brand concept. The project aims to address the state of fashion within the framework of traditional fashion and how to break the tension around veil and fashion prejudices. This research attempts to understand new trends and new technologies promoted by social networks in the fashion industry. How and how they differ from traditional and traditional branding techniques in the fashion industry. This article will conduct an in-depth analysis of selected advertising speeches on fashion industry social media in the form of fashion promotion and corporate advertising on Instagram. This investigates the work of popular social media influencers and their impact on followers. Selected social media influencer forums are specific to YouTube and Instagram. Researchers are trying to understand whether the work of influencers in endorsing or reviewing products has a positive impact on their followers. Key Words: Social Media, Fashion, Branding, Instagram, Gujranwala youth
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Minhas, Shahid. "Apparel fashion trends and Instagram: A study of Gujranwala Youth." Media and Communication Review 1, no. 1 (June 25, 2021): 67–77. http://dx.doi.org/10.32350/mcr.11.05.

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In the digital age, social media has played an important role in the fashion industry, allowing consumers and anyone interested in fashion to interact more with designers and companies of top clothing, footwear and accessories Range. Our addiction to social media has increased a lot and become more integrated into our lives. People are increasingly impressed with their online exposure in the form of presidents, especially in the fashion field. Fashion is a multi-billion dollar industry with social and economic impact on a global scale. However, the increasing use of social media inside and outside the industry can affect this traditional system. Therefore, let's try to understand the elements of fashion success in the Instagram age. The Instagram account achieves a specific taste, authenticity and brand concept. The project aims to address the state of fashion within the framework of traditional fashion and how to break the tension around veil and fashion prejudices. This research attempts to understand new trends and new technologies promoted by social networks in the fashion industry. How and how they differ from traditional and traditional branding techniques in the fashion industry. This article will conduct an in-depth analysis of selected advertising speeches on fashion industry social media in the form of fashion promotion and corporate advertising on Instagram. This investigates the work of popular social media influencers and their impact on followers. Selected social media influencer forums are specific to YouTube and Instagram. Researchers are trying to understand whether the work of influencers in endorsing or reviewing products has a positive impact on their followers. Key Words: Social Media, Fashion, Branding, Instagram, Gujranwala youth
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Wang, Zhe. "Implementation of Chinese-styled branding in global fashion: ‘Guochao’ as a rising cultural identity." Fashion, Style & Popular Culture 9, no. 1 (March 1, 2022): 149–83. http://dx.doi.org/10.1386/fspc_00111_1.

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Culture-specific Chinese-styled branding as a rising trend in cultural and branding studies has provided new discourse for the discussion on the national identity of Chineseness or chinoiserie that has long existed, with further reflections on the Chinese fashion brand design known as ‘Guochao’, which has become an increasingly ubiquitous new conceptual identity in the past five years. Chinese fashion brands are changing their peripheral cultural status and impacting global fashion, transforming the global recognition of Chinese national identity and style in the field of fashion. This article investigates this emerging phenomenon in the global fashion system and theorizes ‘Guochao’ as a rising cultural identity that reconfigures and readdresses the national identity in Chinese fashion branding practices in terms of its connotations and industry applications. It shows that the ‘Guochao’ identity can be separated into two sub-connotations: one that addresses the connotations of ‘Guo’ that symbolize, rejuvenate and rematerialize Chinese historical and material culture, and one that emphasizes the ‘Chao’ discourse, featuring subtle Chinese symbolism that incorporates strong western street style and further blurs the boundaries in the West‐East aesthetic binary system. Through case studies on the brand designs and campaigns of two Chinese designer brands that are paradigmatic of the ‘Guo’ identity, Angel Chen and MUKZIN, and two classic Chinese sportswear brands that are representatives of the ‘Chao’ identity, Li-Ning and Warrior Shanghai, the theoretical connotations of ‘Guochao’ as a rising cultural identity in Chinese-styled branding are discussed. This article theorizes ‘Guochao’ as a recreated representative cultural identity in global fashion that challenges the world’s understanding of chinoiserie in the field of fashion and further showcases the popularization of Chinese-styled branding in Chinese fashion.
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Uhlirova, Marketa. "Excavating fashion film: a media archaeological perspective." Journal of Visual Culture 19, no. 3 (December 2020): 340–61. http://dx.doi.org/10.1177/1470412920964915.

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In the emerging ‘video-first world’ of the last decade, global fashion brands have made the moving image an integral component of their digital marketing strategies. As a result, both the industry and popular perceptions of fashion film have been increasingly colonized by the notions of branding and promotion. Recent scholarship on fashion film too has put the fashion brand at the centre of analysis. This article argues against any such premature fixing of fashion film’s identity. Instead, it proposes shifting the existing perspective by reframing fashion film as not only a product of the fashion industry and associated media but also one of the cinema industry and culture. Drawing on media archaeological models of ‘excavation’ and ‘parallax historiography’, the article examines contemporary digital fashion film in parallel with fashion film of the early 20th century – a juxtaposition that helps to recapture the phenomenon’s remarkable diversity and open possibility in both periods.
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Kayumova, R. F. "PROSPECTS FOR THE DEVELOPMENT OF COBENDING TECHNOLOGIES IN THE FASHION INDUSTRY." Bulletin USPTU Science education economy Series economy 2, no. 32 (2020): 75–81. http://dx.doi.org/10.17122/2541-8904-2020-2-32-75-81.

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The article is devoted to the analysis of modern trends in the development of brand collaboration in the fashion industry. Currently, the fashion industry is not going through the best of times because of the inability to create something revolutionary fashion. It seems that everything has already been invented, so famous brands are desperately looking for novelty. The production of products in South-East Asia reduces the cost of goods in the fashion industry, leads to the "democratization of luxury" and to the rapid obsolescence of things in the wardrobe [1; 19]. Luxury brands are losing touch with the consumer. Changing market conditions and the democratization of consumption lead to the need to look for new approaches to ensure the competitiveness of brands. When developing branding, companies primarily investigate real and hidden needs, stereotypes, and psychological attitudes. Currently, the opposition to "fast fashion" is customizing, i.e. redrawing old things that were in use. In addition, the "sustainable fashion" movement is expanding its influence, which opposes mindless consumption with a rational wardrobe and a careful attitude to the environment, as well as the production of durable clothing from renewable raw materialsA drop in the population's effective demand and a decrease in consumer brand commitment makes the situation worse. The fall in real incomes of the population in Russia is the transition from shopping middle segment the mass market and of mass in the segment and discounted used things. When developing branding, companies primarily investigate real and hidden needs, stereotypes, and psychological attitudes. Young people have always been indicators of fashion trends, and youth subcultures have always been a source of inspiration for designers. Currently, these are young people who do not part with gadgets, who possess IT technologies, active bloggers, who are always open to active use of any innovations, including in the field of fashion industry. Along with the close cooperation of famous brands with the sphere of art, quoting the works of famous artists, active involvement of famous personalities in the promotion of their fashion product, brands actively cooperate with each other. The most perspective direction for the development of co-branded technologies in the fashion industry is the FashionTech that connects the fashion industry and technology
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Kayumova, R. F. "PROSPECTS FOR THE DEVELOPMENT OF COBENDING TECHNOLOGIES IN THE FASHION INDUSTRY." Bulletin USPTU Science education economy Series economy 2, no. 32 (2020): 75–81. http://dx.doi.org/10.17122/2541-8904-2020-2-32-75-81.

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The article is devoted to the analysis of modern trends in the development of brand collaboration in the fashion industry. Currently, the fashion industry is not going through the best of times because of the inability to create something revolutionary fashion. It seems that everything has already been invented, so famous brands are desperately looking for novelty. The production of products in South-East Asia reduces the cost of goods in the fashion industry, leads to the "democratization of luxury" and to the rapid obsolescence of things in the wardrobe [1; 19]. Luxury brands are losing touch with the consumer. Changing market conditions and the democratization of consumption lead to the need to look for new approaches to ensure the competitiveness of brands. When developing branding, companies primarily investigate real and hidden needs, stereotypes, and psychological attitudes. Currently, the opposition to "fast fashion" is customizing, i.e. redrawing old things that were in use. In addition, the "sustainable fashion" movement is expanding its influence, which opposes mindless consumption with a rational wardrobe and a careful attitude to the environment, as well as the production of durable clothing from renewable raw materialsA drop in the population's effective demand and a decrease in consumer brand commitment makes the situation worse. The fall in real incomes of the population in Russia is the transition from shopping middle segment the mass market and of mass in the segment and discounted used things. When developing branding, companies primarily investigate real and hidden needs, stereotypes, and psychological attitudes. Young people have always been indicators of fashion trends, and youth subcultures have always been a source of inspiration for designers. Currently, these are young people who do not part with gadgets, who possess IT technologies, active bloggers, who are always open to active use of any innovations, including in the field of fashion industry. Along with the close cooperation of famous brands with the sphere of art, quoting the works of famous artists, active involvement of famous personalities in the promotion of their fashion product, brands actively cooperate with each other. The most perspective direction for the development of co-branded technologies in the fashion industry is the FashionTech that connects the fashion industry and technology
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Capone, Francesco, and Luciana Lazzeretti. "FASHION INDUSTRY AND CITY BRANDING AN ANALYSIS OF VISITORS PERCEPTION OF FLORENCE." Global Fashion Management Conference 3, no. 4 (June 30, 2015): 361–65. http://dx.doi.org/10.15444/gfmc2015.03.04.04.

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Dissertations / Theses on the topic "Branding of the fashion industry"

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Levitskaya, Daria. "International Branding Strategies : In Swedish and Russian Fashion Companies." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31734.

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There are a lot of different business strategies for any company. However, in the fashion industry, the best way to become successful is to develop the brand using special branding strategies. Hence, a brand is the main weapon for fashion companies, which helps to launch international market and to create loyal customers around the world. Nowadays, due to the difficult current political situations and the collapse of oil and the dollar a lot of companies in different industries have to change their business strategies. It is especially true for fashion companies, because they depend on consumers ' income and their purchasing power. In the case of the fashion industry, branding strategy development can be more effective, than just business strategy. Hence, this thesis discusses the following problem: What branding strategy should Russian and Swedish fashion companies choose in order to build a strong brand and enter the international market.  The purpose of this thesis is to analyze various branding strategies of Russian and Swedish fashion companies during the process of entering foreign markets. At the end of this thesis, practical contribution in their process of international branding strategy creation will be discussed. In order to answer research questions more broadly and accurately, the mixed research method, using quantitive and qualitative study through interviews and survey was chosen. Semi-structured interviews were made with the CEO and brand managers of Russian and Swedish fashion companies. Moreover, the survey was made with two different questionnaires: for Russian and for Swedish customers. In the case of qualitative research, the author found that fashion companies from Russia and Sweden have got not just some features and differences, but also common aspects. The primary data from interviews allowed the author to understand the specifics of brand management in the fashion industry. It was found, that there are some useful aspects in Swedish strategies, which can be used by Russian companies to develop their brands on the international market. In the case of quantitative research, preferences of consumers from Russia and Sweden were analyzed and also some features were identified. Survey results provided the author with a common understanding about purchase habits, attitudes and perceptions to fashion brands. According to these, some hypothesizes, which are formulated in the first part of the thesis, have been proven or disproven. It was found, that preferences of Russian and Swedish people are pretty the same, however Russian customers do not like to risk with new brands and prefer well-known and trusted brands while Swedish customers are open for any brand, which can satisfy their tastes.
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Hauge, Atle. "Dedicated Followers of Fashion : An Economic Geographic Analysis of the Swedish Fashion Industry." Doctoral thesis, Uppsala : Department of Social and Economic Geography, Uppsala University, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8175.

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Yang, Huashuai, Yusi Zhang, and Zijie Zhou. "Research on Chinese Millennial Consumers’ Perception of Co-branded Fashion Collections." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-50114.

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Background: In fashion market, with the emergence of new brands and changing customer preference in style, competition is fierce nowadays. Brand is an intangible asset that fashion brands build and leverage to secure market position and customer loyalty, which leads to a competitive advantage. Among different brand building models and methods, co-branding alliance strategy is increasingly adopted between fashion brands in the past 20 years. Co-branding alliance refers to a marketing strategy that leveraging different brand names on a product or service, which suggests a strategic alliance between different brands. For fashion brands, either in fast fashion or luxury fashion, cobranding alliance with other brands is a popular trend.  Purpose: This research aims to investigate the factors that influence the perception of the Chinese millennial consumers to purchase co-branding fashion products. Method: Interpretivism philosophy and inductive approach are used in terms of methodology. Moreover, qualitative data are dominantly collected, and content analysis is conducted as analysis tool. A structured video interview is conducted through WeChat and open-end questions are asked to get empirical primary data.  Conclusion: Chinese millennial consumers prefer the co-brand between LV and Supreme, compared with H&M and Moschino. It is noticed that currently Chinese young consumers have highly preference towards collaboration which has perfect fit of two brand images and perfect connection connecting the co-branded image with consumers’ self-image.
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Tyreus, Maria, and Sofie Hagström. "Fashion Thinking : En studie om hur design kan berika varumärken inom modebranschen." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-22258.

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Det finns mycket forskning om hur design bygger starka varumärken, men den är inte branschspecifik.  Modebranschen är en komplex företagsmiljö med ständigt förändrade marknadsvillkor. Detta kräver att modeföretag arbetar med effektiva strategier för att kunna differentiera sig mot konkurrenterna, där varumärket ses som ett verktyg. Avsikten med denna uppsats är att studera tre modeföretags designprocess och hur man, med hjälp av design som verktyg, kan förmedla sin varumärkesidentitet till konsumenterna i form av en varumärkesupplevelse. Denna studie är av kvalitativ karaktär och består av tre individuella intervjuer med centrala personer från valda företag (Mayla, Minna Palmqvist och Whyred), samt individuella intervjuer och gruppintervjuer med konsumenter. Insamlad data har analyserats med hjälp av en modifierad modell av The Corporate Branding Model och The Brand Design Management Model. Med hjälp av modellen identifierades modeföretagens varumärkesidentitet och deras designprocess kartlades. Sedan studerades hur designarbetet formar varumärkesupplevelsen hos konsummeterna och skapar en varumärkesimage. Studien visade att den interna synen på varumärket och varumärkesimagen är likartad, därmed lyckas alla tre företag kommunicera sin varumärkesidentitet genom sin designprocess. Denna studie kompletterar den befintliga designforskningen, som är generell och inte branschspecifik, genom att kartlägga hur designkompetens kan nyttjas för varumärkesuppbyggnad specifikt inom modebranschen.
There is much research into how design as a strategy builds strong brands, but the existing research is not specific for any industry. The fashion industry is a complex business environment with constantly changing market conditions. This requires that fashion companies working with effective strategies, where the brand is seen as a tool, differentiate themselves from the competition. The purpose of this paper is to study three fashion companies’ design processes and how they can use design as a tool to convey their brand identity to consumers as a brand experience. This study is qualitative in nature and consists of three individual interviews with key persons from selected companies (Mayla, Minna Palmqvist and Whyred), as well as individual interviews and group interviews with consumers. Collected data was analyzed using a modified model of the Corporate Branding Model and the Brand Design Management Model. By using the model, the brand identity of each fashion company was identified, and their design processes were analyzed. Then the study explored in which way the design process forms the brand experience of consumers and creates a brand image. The result is that the internal perception of the brand and the brand image are assumed to be similar, thereby each company succeeds to communicate their brand identity through their design process. This study complements the existing general and non-industry specific design research by charting how design expertise of the fashion industry can be used for brand building.

En bilaga (bilder som har använts i uppsatsens metod) har tagits bort ur dokumentet på grund av upphovsrättsliga skäl.

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Rashid, Arooj. "The impact of country of origin on retail and wholesale brands in the UK fashion industry." Thesis, University of Manchester, 2017. https://www.research.manchester.ac.uk/portal/en/theses/the-impact-of-country-of-origin-on-retail-and-wholesale-brands-in-the-uk-fashion-industry(0186bf31-1374-4d09-bc85-13a7ba37e21d).html.

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The purpose of this study is to examine the impact of country of origin (COO) on the UK fashion industry, with specific reference to retail and wholesale brands. In this study, the fashion industry encompasses both manufacturing and branding perspectives. This qualitative study comprised 23 in-depth interviews with key informants from large-scale retailers, manufacturers and textile consultancy companies, thereby analysing the issues from an industry, rather than consumer, perspective. The key informants were chosen using a judgmental sampling approach, and the data obtained were analysed using a thematic approach. The notion of country of origin is deemed important because the existing literature suggests that COO, has been considered as an effective branding device with which consumers associate when evaluating the quality of the product and when making purchasing decisions. However, no research has examined country of origin from an industry perspective, and the findings in the UK context are limited in the existing literature. Consequently, this study contributes to the body of knowledge about the importance of COO, and its implication on retail and wholesale brands in the UK fashion industry. The findings of this research also have practical implications for manufacturers and retailers, informing the debate on the value of the 'Made in [...]' epithet, and how country of origin can be used as a branding strategy. This study demonstrates that country of origin is considered important in the UK fashion industry in terms of its strategic importance to organisations. Moreover, COO is manifested in different ways, depending on brand positioning, long-term strategic plan, expertise, brand history and values. Another finding that emerged as a key theme is the blurring of retail and wholesale brands. Thus, the study has found that retailers are becoming wholesale-oriented businesses by selling own label products through third party retailers, including online via pure-play retailers (e.g. ASOS), and concessions within department stores. This is being done to expose brands internationally, to develop a global recognition, as well as improve the brand image. Furthermore, wholesale brands are becoming retail-oriented in order to enjoy superior profit margins, to have control over the product merchandise and to increase customer loyalty. Finally, the study developed a typology of strategic action and implications of country of origin to include the blurring of differences whereby, for instance, brand name is used to promote country of brand origin by both retail and wholesale brands, however, how this manifests itself differs in the sense that retailers promote via sub-brand name, and wholesales have associations with company's name.
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Rafstedt, Josefina, and Lundgren Johanna Friberg. "Kreativitet vs Kapital : Användningen av innovativa marknadsföringsmetoder hos svenska modeföretag." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-161.

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År 2013 var den globala omsättningen för modeindustrin ca 76 tusen miljarder svenska kronor (Office of Textiles and Apparel, 2014). Bara i Sverige omsattes det 229 miljarder svenska kronor år 2012 inom denna sektor, en ökning på 11 % från föregående år (Tillväxtverket, 2014). Att modebranschen är under ständig utveckling och ökar i tillväxt kan man se då dessa siffror stiger varje år. Statistik från 2014 visar att trots denna ökning så överlever endast 47 % av nystartade modeföretag de tre första åren (Statistic Brain, 2014). Så hur lyckas man som modeföretag i early stage-fasen att med begränsade resurser stärka sitt varumärke och hålla sig kvar på marknaden? I denna studie berörs olika delar så som traditionell marknadsföring, okonventionell marknadsföring, branding samt transparens, där huvudfokus ligger på företag i early stage- fasen av sin uppstart. I uppsatsen genomfördes sju intervjuer med svenska modeföretag som är eller nyligen varit i denna fas för att få ett resultat med så hög validitet som möjligt. Brist på kunskap och kapital är inte ovanligt i denna bransch och med ökad medvetenhet hos konsumenter om de olika processerna, så kan det ibland uppstå svårigheter att försvara sig som nystartat företag. Då modebranschen är i ständig rörelse med stora förändringar från säsong till säsong måste man som nytt företag vara beredd på reformation samt att alltid tänka innovativt. Det är även viktigt att vara uppmärksam på kommande och rådande trender gällande alla aktiviteter ett företag arbetar med. Eftersom olika marknadsföringsstrategier både kan hjälpa och stjälpa ett varumärkes position på marknaden är den stora utmaningen att hitta rätt metod för just sitt företag (Easy, M. 2009). Resultatet av denna studie kommer alltså att bygga på de kvalitativa intervjuer som genomförts med de utvalda företag som har valt att medverka. De beskriver hur deras uppstart sett ut när det kommer till branding samt hur de i olika kanaler väljer att marknadsföra sig. I dessa intervjuer tittar vi även närmare på hur de lyckades starta sin verksamhet och vilka kapitalmedel de använt, deras syn på okonventionell marknadsföring samt hur marknadsföring och branding hänger samman.
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Фролов, Іван, Тетяна Ременєва, Микола Яковлєв, Нуралі Шохиєн, and Марина Колосніченко. "Брендинг на українському ринку модного одягу." Thesis, Київський національний університет технологій та дизайну, 2021. https://er.knutd.edu.ua/handle/123456789/18189.

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Виявлено особливості розробки бренду в індустрії моди; визначено теоретичні засади формування дизайнерських брендів у сфері моди. Проаналізовано роль і місце брендингу у сучасному суспільстві; представлено етапи створення та концепцію комплексної ідентифікації модного бренду. Удосконалено послідовність розробки брендів модного одягу та аксесуарів в умовах української модної індустрії. Зазначено, що бренд є своєрідним двигуном моди, охарактеризована складність просування українського модного продукту. Охарактеризовано цілі бренду як можливість орієнтації в асортименті модних товарів, надання покупцям переконливості в тому, що бренд пропонує найкраще, а також економічної доцільності при створенні авторських колекцій дизайнерів та просуванні української моди на світові ринки.
The analysis and features of brand development in the fashion industry are given; the theoretical foundations of the formation of designer brands in the field of fashion are determined. The role and place of branding in modern society is analyzed; the stages of creating and the concept of comprehensive identification of a fashion brand are presented. The sequence of development of fashion clothing and accessories brands in the Ukrainian fashion industry has been improved. It is noted that the brand is a kind of fashion engine, and the complexity of promoting a Ukrainian fashion product is described. The brand's goals are described as an opportunity to navigate the range of fashion products, provide customers with confidence in what the brand offers the best, as well as economic feasibility in creating author's collections of designers and promoting Ukrainian fashion to world markets.
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Andersson, Caroline, and Johanna Adolfsson. "Fånga deras hjärtan : En studie om hur företag på ett effektivt sätt skapar långvariga kundrelationer i modebranschen." Thesis, University of Kalmar, School of Communication and Design, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-1810.

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Media society is under a constant development and in line with this change, firms must adapt to the market. We have investigated what fashion companies in fact are doing to communicate in the dynamic market. We wanted to find out how to communicate and how they can market themselves in a new and innovative way to create long-term customer relationships. We have used a theoretical frame of reference based on marketing communication, fashion marketing, branding and relationship marketing theories. We have assumed four themes throughout the survey which are: customer contact and relationships, emotion in communication, branding and relational communication. The survey has been conducted by using qualitative methodswere we have interviewed three fashion companies and three consumers as well as a professor of communications. We have also examined and critically assessed the data we collected. Furthermore we have presented the empirical result of the interviews according to the previously mentioned themes. We have discussed above mentioned areas and different tools to create long-terms relationships within the fashion industry. In conclusion, we state that the one of the most effective strategy is to add more resources to create feelings among their customers with the companies advertising. It is also important to build up a strong brand that can represent the whole company.

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Ольшанська, О. В., and Ю. В. Зимбалевська. "Брендинг сучасного дизайнерського одягу." Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/11575.

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Інтерпретовано сучасні тенденції українського й глобального ринків дизайнерського одягу, що, передбачає визначення рівня інтегрованості принципів брендингу вітчизняних підприємств легкої промисловості в основні загальносвітові умови економіки.
The modern tendencies of Ukrainian and global markets for designer clothes are interpreted, which involves determining the level of integration of branding principles of domestic light industry enterprises into the main world economic conditions.
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Mölne, Hanna, and Stina Lamm. "Made in Italy." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17435.

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This paper investigates how professionals within the Italian fashion industrycollaborate and communicate to develop the nation brand Made in Italy. Theproblem of brand confusion, which occurs when the different parties within anation does not cooperate towards a distinct brand message, is analysed.Based on a theoretical review of previous studies in nation branding,interviews and observations in the area of Florence and a desk study ofscientific papers, articles and literature, the model “The Nation Brand Tree”was developed. This was applied to the case of Made in Italy. Conclusions: Thecertification “100% Made in Italy” was proven to be an ineffective solution ofsaving the Italian heritage of craftsmanship and quality. The Italian nationbrand is currently being preserved by private investors, but there is a need forincreased governmental support to create a stronger and unified nation brandfor Made in Italy.
Program: Textilekonomutbildningen
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Books on the topic "Branding of the fashion industry"

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Grigorian, Vadim. Diesel for successful living: Branding strategies for an up-market line extension in the fashion industry. Fontainebleau, France: INSEAD, 2001.

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Tan, Wegee. By references to younger purchasers a comparative evaluation of the impact of branding within the UK & the Malaysian fashion industry. London: LCP, 1999.

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Okonkwo, Uche. Luxury Fashion Branding. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1007/978-0-230-59088-5.

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Jin, Byoungho, and Elena Cedrola, eds. Fashion Branding and Communication. New York: Palgrave Macmillan US, 2017. http://dx.doi.org/10.1057/978-1-137-52343-3.

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Choi, Tsan-Ming, ed. Fashion Branding and Consumer Behaviors. New York, NY: Springer New York, 2014. http://dx.doi.org/10.1007/978-1-4939-0277-4.

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Choi, Tsan-Ming. Fashion Branding and Consumer Behaviors: Scientific Models. New York: Springer, 2014.

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Phyllis, Borcherding, and Fairchild Publications, eds. Developing and branding the fashion merchandising portfolio. New York: Fairchild Publications, 2007.

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Fashion industry. New York, NY: Rosen Central, 2010.

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Fashion brands: Branding style from Armani to Zara. Sterling, Va: Kogan Page, 2005.

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Fashion brands: Branding style from Armani to Zara. 3rd ed. London: Kogan Page, 2012.

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Book chapters on the topic "Branding of the fashion industry"

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Rosskamp, Karen. "Online Branding in the Fast Fashion and Luxury Fashion Industry." In Omnichannel Branding, 307–29. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-21450-0_14.

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Okonkwo, Uche. "A passion for fashion: The luxury fashion consumer." In Luxury Fashion Branding, 59–77. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1007/978-0-230-59088-5_4.

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Okonkwo, Uche. "What’s in a name? The history of luxury fashion branding." In Luxury Fashion Branding, 13–58. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1007/978-0-230-59088-5_3.

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Okonkwo, Uche. "A question of luxury." In Luxury Fashion Branding, 7–12. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1007/978-0-230-59088-5_2.

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Okonkwo, Uche. "Introduction: Who said fashion is not serious business?" In Luxury Fashion Branding, 1–6. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1007/978-0-230-59088-5_1.

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Okonkwo, Uche. "The luxury fashion business strategy model." In Luxury Fashion Branding, 267–77. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1007/978-0-230-59088-5_10.

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Okonkwo, Uche. "Luxury retail design and atmosphere." In Luxury Fashion Branding, 78–101. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1007/978-0-230-59088-5_5.

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Okonkwo, Uche. "Case illustrations." In Luxury Fashion Branding, 278–314. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1007/978-0-230-59088-5_11.

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Okonkwo, Uche. "Customize me!" In Luxury Fashion Branding, 246–66. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1007/978-0-230-59088-5_9.

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Okonkwo, Uche. "Digital luxury." In Luxury Fashion Branding, 178–224. London: Palgrave Macmillan UK, 2007. http://dx.doi.org/10.1007/978-0-230-59088-5_7.

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Conference papers on the topic "Branding of the fashion industry"

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Caballero-Castaneda, Maria Sandra, Maria Jose Castro-Bernardini, and Eliana Gallardo-Echenique. "Vintage and upcycling as branding strategies in sustainable fashion." In 2021 16th Iberian Conference on Information Systems and Technologies (CISTI). IEEE, 2021. http://dx.doi.org/10.23919/cisti52073.2021.9476356.

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Mamatelashvili, O. V. "Employer Branding In The Railway Industry." In II International Conference on Economic and Social Trends for Sustainability of Modern Society. European Publisher, 2021. http://dx.doi.org/10.15405/epsbs.2021.09.02.98.

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Paramita, Eristia. "Slow Fashion: Ethics and Sustainability in the Fashion Batik Industry." In Proceedings of the 3rd International Conference on Gender Equality and Ecological Justice, GE2J 2019, 10-11 July 2019, Semarang, Indonesia. EAI, 2020. http://dx.doi.org/10.4108/eai.10-7-2019.2298853.

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Mohseninia, Iman, and Heydar Lotfi. "The Effect of National Brand in Attracting Tourists in Tourism Industry." In International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icba2015-1102.

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HuanzhangWang, Sang Jin Kim, and Kyung Hoon Kim. "SUSTAINABILITY INDEX MODEL IN FASHION INDUSTRY." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.11.06.01.

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Voynilovych, Vita, and Nataliia Ilchenko. "SOCIAL MARKETING IN THE FASHION INDUSTRY." In PUBLIC COMMUNICATION IN SCIENCE: PHILOSOPHICAL, CULTURAL, POLITICAL, ECONOMIC AND IT CONTEXT. European Scientific Platform, 2020. http://dx.doi.org/10.36074/15.05.2020.v1.11.

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Tenemaza, Maritzol, and Carlos Sarzosa. "Agile Methodologies in the Fashion Industry." In Intelligent Human Systems Integration (IHSI 2022) Integrating People and Intelligent Systems. AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001050.

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In the document, we expose the application of the agile SCRUM and Kanban methodologies in an Ecuadorian textile company to improve the control of production processes. We have considered a company that produces clothing for all its subsidiaries in Ecuador. The participating groups were previously trained, both on methodologies, as well as on the tool developed and made available to control the production process. The methodological process was adapted to the jargon recognized by the participants. Data analytics were integrated to generate order management indicators, such as production and sales through key performance indicators (KPI). This experiment is attractive for textile companies, as well as for other lines because the methodologies allow organizing management, identifying bottlenecks for timely decision-making.
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Lee, Min-Young, RayeCarol Cavender, and Scarlett Wesley. "An Exploration of Consumer Accountability for Sustainability in the Fast Fashion Industry." In Sustainability in Fashion -. Iowa State University Digital Press, 2020. http://dx.doi.org/10.31274/susfashion.11397.

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Huq Talukder, Md Nazmul. "Competitiveness Of SATv Is Measured by Certain Factors in the Bangladeshi Tv Industry." In International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icba2015-1104.

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Minh, Nhut Tran, and Ha Ngo Ngan. "Digital fashion - An optimal solution for fashion industry during Covid-19 pandemic." In 1ST VAN LANG INTERNATIONAL CONFERENCE ON HERITAGE AND TECHNOLOGY CONFERENCE PROCEEDING, 2021: VanLang-HeriTech, 2021. AIP Publishing, 2021. http://dx.doi.org/10.1063/5.0066478.

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Reports on the topic "Branding of the fashion industry"

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Jung, Sojin, and Byoungho Jin. Cross-cultural Investigation for Slow Fashion Branding Strategies: U.K., Hong Kong and Korea. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1857.

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Boorady, Lynn M. Global Engagement: The fashion industry in Vietnam. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-325.

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Adams, Melinda K. P., and Cathryn Studak. The Impact of a Formal Partnership between Industry and Fashion. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-780.

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Quesenberry, Peggy P., and Doris H. Kincade. Copying and Product Development: Definitions and Practices by Fashion Industry Personnel. Ames (Iowa): Iowa State University. Library, January 2019. http://dx.doi.org/10.31274/itaa.8782.

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Noon, Virginia M., and Vera Bruce Ashley. Industry Connections: Linking Design Professionals to Fashion Students Using Real Time Technology. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-771.

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Boorady, Lynn M., Jane Ledbury, Nicholas Hall, Karen Webster, Grant Emerson, and Bingbing Du. CONNECT Project: A global learning experience on sustainability in the fashion industry. Ames: Iowa State University, Digital Repository, November 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-1177.

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Chi, Ting, and Yini Chen. Omni-Channel Retailing in the Fashion Industry: A Literature Review of Empirical Evidences. Ames (Iowa): Iowa State University. Library, January 2019. http://dx.doi.org/10.31274/itaa.8256.

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McCluskey, Dara, and Charles Freeman. Effect of fashion industry media on consumers attitudes and values for social responsibility. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-305.

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Jean, Susan. Warwick & Warbler: Empowering Women and Challenging Beauty Standards in the Fashion Industry. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-1038.

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Christel, Deborah A. Plus Size Draping techniques: Normalizing Fat, Obese, and Plus Size Bodies in the Classroom to Enhance Fashion Design Students Versatility in the Fashion Industry". Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-786.

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