Dissertations / Theses: '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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Gladowska, Monica, Linda Kennethsson, and Dandan Liang. "All you need is... customer relationships : En studie om hur modebranschen kan skapa konkurrensfördelar mot e-handeln." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76612.

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Problemformulering: E-handeln har vuxit sig allt starkare på den svenska marknaden, vilket lägger ett större fokus på den fysiska detaljhandeln inom modebranschen. Vi undersöker ur ett företagsperspektiv hur den fysiska modebranschen hanterar denna förändring. Syfte: Syftet med studien är att undersöka vilka verktyg fysiska handeln inom modebranschen kan nyttja för att skapa konkurrensfördelar mot e-handeln. Forskningsfrågor: 1. Hur skapar fysiska butiker inom modebranschen kundrelationer?2. Hur kan fysiska butiker inom modebranschen skapa lojala kunder av befintliga kundrelationer?3. Hur använder fysiska butiker omnikanaler för att skapa kundrelationer inom modebranschen?4. Hur kan fysiska butiker inom modebranschen arbeta med varumärke och image för att skapa kundrelationer? Metod: Studien är baserad på en kvalitativ forskningsmetod med en induktiv ansats. Vidare vid insamling av det empiriska materialet har semistrukturerade intervjuer genomförts med elva respondenter som har en ledande befattning, av den orsak att individerna anses besitta relevant information för den här undersökningen. Slutsats: Studien resulterade i att det inte finns en tydlig mall för hur kundrelationer skapas i den fysiska handeln inom modebranschen. Vidare visade resultatet att företagen tillämpar olika tillvägagångssätt inom ramen för nyckelbegreppen för att slutligen skapa kundrelationer. Avslutningsvis framför undersökningen att kundrelationer är en viktig beståndsdel som detaljhandeln inom modebranschen anser utgöra konkurrensfördelar mot e-handeln. Nyckelord: Kundrelationer, lojala kunder, omnikanaler, varumärke och image, modebranschen, konkurrensfördelar.
Problem definition: The presence of E-commerce on the Swedish market has evolved, which sheds a larger focus on the physical retail trade within the fashion industry. We study how the fashion industry handles this shift from a business perspective. Purpose: The purpose of this study is to examine which tools physical commerce within the fashion industry can utilize in order to create competitive advantage against e-commerce. Research questions: 1. How can physical stores within the fashion industry create customer relationships?2. How can physical stores within the fashion industry create loyal customers out of existing customer relationships?3. How does physical stores utilize omnichannels as a means to create customer relationships within the fashion industry?4. How can physical stores within the fashion industry labor branding and image as a means to create customer relationships? Method: The study is based on a qualitative method with an inductive research approach. Furthermore, the gathering of empirical data consisted of eleven semi-structured interviews with respondents within a leading business position. Conclusion: The result of this study indicated that there is no clear template on how customer relationships are created in physical commerce within the fashion industry. Furthermore, the results revealed that the interviewees practice different approaches within the frame of the mentioned keywords to create customer relationships. Lastly, the study argues that customer relationships are an essential element as a means for the retail trade within the fashion industry to establish competitive advantages against e-commerce. Keywords: Customer relationship, customer loyalty, omnichannel, branding and image, fashion industry, competitive advantage.

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McColl, Julie. "The branding strategies of British fashion retailers." Thesis, Glasgow Caledonian University, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.496154.

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Fashion retailing within the British market is characterised by large scale companies operating within a dynamic and turbulent environment. An important feature of the British fashion retailing sector is the extent to which the leading fashion retailers sell products marketed under their own name. The sale of own brand products offers fashion retailers' control over retail operations, is a basis for differentiation within the market, and is the means by which the corporate brand is represented within the public domain. This study examines the branding strategies of British fashion retailers, considering the issues which are important to the creation. development and implementation of corporate and own brand strategies.

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Salti, Rafa. "Ethical Fashion Branding : Multiple Case Studies of Mission Statements and Fashion Films." Thesis, Stockholms universitet, Modevetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-151427.

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This paper is an attempt to identify new ways to improve consumer’s response to ethical fashion branding through written mission statements and fashion films. It examines material by three fashion brands: H&M, Stella McCartney and People Tree. Additionally, it reviews and summarizes findings of previous literature in the field of ethical and sustainable fashion branding and builds a list of principal factors that play in the success of ethical fashion branding. The paper concludes with providing recommendations to improve the branding of each case study.
BA Thesis

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Zirke, Irina, and Bentalhoda Atashi. "Branding strategies of Swedish 'new-luxury' fashion brands." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-17796.

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Sweden is a country that has a rising fashion significance; with Stockholm as one of the most acknowledge fashion capitals. ‘Branding strategies’ of fashion brands, especially in the multi-billion Dollar luxury industry are gaining academic significance. Brands can be divided into ‘traditional-luxury’, ‘new-luxury’ and ‘non-luxury’ categories, and experts have found that branding strategies of ‘traditional-luxury’ brands differ from ‘non-luxury’ brands. Where ‘new-luxury’ brands are positioned has not been clearly defined yet. The lack of theoretical research in the field of ‘new-luxury’ branding strategies justifies our choice of research.

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AMERKHANOVA, NATALYA, and ANASTASIA TOPALIDOU. "Online consumers' perspective on digital fashion branding magazines." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17535.

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The study is focused on investigating the effectiveness of digital fashion branding magazines through the perspective of various types of online fashion consumers. The classification of online fashion consumers is based on motives of shopping behavior. Factors of positive online shopping experience were employed in order to identify perceptions and preferences towards digital fashion branding magazines. The study is implemented by the means of digital fashion branding magazines’ analysis, focus group and individual interviews. The results of the research enable to identify various ways of presenting the branding magazines. The study demonstrates differences in perceptions of digital fashion branding magazines of various types of online fashion consumers. The types of consumers attracted by the branding magazines are considered as well. Digital fashion branding magazines are regarded to be an effective marketing tool which requires further improvement by all the identified types.
Program: Master Programme in Fashion Management

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Santos, Tânia dos. "Relatório de estágio na empresa Fashion Studio: identidade da empresa Fashion Studio." Master's thesis, Universidade da Beira Interior, 2012. http://hdl.handle.net/10400.6/1713.

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O presente relatório tem como seu principal objetivo dar a conhecer a experiência profissional da aluna Tânia dos Santos num estágio que teve lugar na agência Fashion Studio, entre o mês de Novembro de 2011 até Abril de 2012. Desde modo apresenta o percurso percorrido pela aluna, de forma a atender aos objetivos traçados por esta, pela sua orientadora na sua constituição e pela sua tutora na entidade de acolhimento, bem como todos os seus métodos e técnicas aprendidas e utilizadas durante a realização dos projetos a que foi submetida e as suas respetivas conclusões acerca de todo o estágio em geral e das suas avaliações ao longo deste percurso académico, profissional Ao longo de todo o relatório serão descritos todos os projetos onde a estagiária fez parte da equipa durante o seu plano de estágio, bem como todas as tarefas realizadas pela mesma, refletindo assim todos os conhecimentos adquiridos durante a sua formação académica e na sua primeira experiência profissional na área percebendo como foi a sua evolução ao longo destas distintas atividades. Através dos conteúdos escritos, pretende-se demonstrar quais os principais objetivos traçados inicialmente e a forma como a estagiária conseguiu cumprir esses mesmos planos e requisitos para que esta obtenha o Grau de Mestre em Branding e Design de Moda.
This report aims to describe the internship experience of the Student Tânia dos Santos at the companhy Fashion Studio’s Agency from November 2011 to April 2012. Report describes the entire internship main goal, the company and the projects that the student was involved. As well as the methods and methodologies that was used in all the projects. At the same time the present a consideration about her academic and professional experience and present several projects in which the student was involved during the internship. Through the described content is intended to demonstrate how the objectives were achieved as initially proposed in order to meet all the requirements for obtaining the Degree of Master of Branding And Fashion Design.

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TANAKA, MICHIKO. "Sustainability in Fashion industry." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20152.

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In recent years Fair Trade’s People Tree has succeeded within the fashion industry by making ecological and ethical products fashionable, and subsequently fostering concern about ecological and ethical issues among consumers.There are two choices in our future when we buy clothes: we can buy ecological products to reduce the ecological foot print, -or we can reuse what we have now.In this thesis I take a close look at reuse of second-hand remade products.
Program: Magisterutbildning i Applied Textile Management

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Alsalam, Marisa. "Fashion Branding: Strategies for Individual and Collective Brand Engagement." Thesis, The University of Arizona, 2013. http://hdl.handle.net/10150/297491.

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In the fashion industry, brands must engage consumers based on their method of consumption. The different methods of consumption are represented by four constructs, which depend on whether the consumption is individual or collective. Individual consumption can either be based on a brand or on a relationship with a brand ambassador. Collective consumption, on the other hand, involves people consuming in a social context. In this case, the focus can either be on the brand or on an activity (the brand is secondary). This study confirmed the existence of these constructs in the fashion industry by analyzing data from interviews, observation, forums, and secondary sources. This research led to the discovery of strategies brands can use to engage consumers within each of these constructs. When targeting individual consumers who are focused on a brand, companies can use quality, consistency and brand image as ways to build brand loyalty. When engaging individual consumers who have a relationship with a brand ambassador, brands must utilize strategies based on communication, authenticity, and knowledge. Brands can engage consumers who consume collectively, based on a brand, by implementing strategies that focus on social differentiation, narratives, entry points and exclusivity. Finally, fashion brands can connect with consumers that collectively consume based on an activity through marketing itself as a resource, building social affiliations, and providing a platform for this consumption.

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JOHANSSON, ELEONOR. "Slow fashion : the answer for a sustainable fashion industry?" Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20182.

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The fashion industry is today a global industry and has huge effect on our environment as well as on people. It is dominated by fast fashion and just-in-time production that has lead to increased seasons and mini-collections in season, which generate new low price items in store every week and even every day. This in turn has lead to an escalation in fashion trends that spris our desires for new experiences and leads to overconsumption where consumers buy more than they need, which in the end results in fashion waste.
Program: Magisterutbildning i Applied Textile Management

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Mellenius, Harriet. "Market Orientation as a Branding Strategy." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8866.

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This paper studies the impact of market orientation strategy on brand awareness. Zara, a Spanish leading fashion retailer and an example of a brand using this strategy, is compared to three other multinational brands operating in Stockholm, Sweden, namely Topshop, Mango and United Colours of Benetton. The latter brands are known to use advertising to create brand awareness.

Fashion magazine attention was used as a measure of brand awareness. Data on the brand awareness was gathered by browsing three leading Swedish fashion magazines – Elle, Glamour and Damernas Värld – and the fashion section of the biggest Swedish tabloid, Aftonbladet.

It was found that market orientation can compete with advertising as a marketing strategy to create brand awareness, but only in part of the market segment. This was concluded from the fact that Zara was featured in some of the magazines, but not all of them.

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Čmielová, Zuzana. "Marketing Strategies in Fashion Industry." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162650.

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The goal of this thesis is to define the fashion industry and identify the key developments that the segment has undertaken over the last two to three decades including the drivers behind these changes. Specifically, the thesis will provide insights into the financial indicators of the industry and review some of the most recent trends such as globalisation of supply chains and internationalisation of fashion retailers. The second section of the theoretical part will try to identify what are the characteristics of fast fashion customers and what influences motivate their shopping behaviour. Specifically, some of the academic concepts will be examined and put into the context of fast fashion -- these include fashion involvement and fashion consciousness, the influence of opinion leadership and the trend of social shopping. The latest part of the theoretical section will examine the contemporary marketing strategies in the fast fashion segment some of which has been spread over the whole fashion market. Amongst the most vital ones is the change in supply chain management strategies, the shortening of the fashion life cycle and its impact on the frequency of stock replenishment. In addition, the theoretical part will examine the rising power of the internet, its effect on online shopping and the overall transformation of media towards digital communication with the growing influence of fashion bloggers. The goal of the practical part of the thesis is to conduct extensive analysis of the fashion strategies of the two selected fast fashion retailers -- Zara and H&M. These were chosen on the basis of their global success and outstanding financial performance even in the period of economic downturn which makes their strategies unique and worth analysing. Each brand has a distinct approach to its marketing strategy and in many of the elements they are fundamentally different, yet both approaches has enabled the brands to achieve international success and build highly profitable businesses. To review the complexity of different aspects of their strategies, the 7p's framework will be used.

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Caetano, Carolina Carpinelli. "O cross-branding e a cocriação no âmbito do varejo de moda." Universidade de São Paulo, 2013. http://www.teses.usp.br/teses/disponiveis/100/100133/tde-28072013-173859/.

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A presente pesquisa apresenta um estudo em torno do cross-branding, parceria entre duas ou mais marcas a fim de lançarem um produto e/ou serviço, e da cocriação de coleções no varejo de moda brasileiro. O cross-branding vem sendo bastante utilizado no mercado e é uma das ferramentas de marketing em evidência. O objetivo principal deste trabalho é identificar - a partir de uma discussão em torno do fast-fashion e da moda como resultado da expressão contemporânea - como se dá a estratégia do cross-branding, bem como suas influências no desenvolvimento de coleções. O trabalho é realizado a partir de uma revisão bibliográfica em torno da história da indústria da moda, conceitos em desenvolvimento de produtos, reflexões sobre inovação, cocriação e o varejo atual. Foi possível discutir não só como se dá o cross-branding, como também os reflexos advindos da utilização da estratégia no varejo de moda. Foram realizados estudos de casos das coleções cápsulas das lojas de departamento C&A e Riachuelo, frutos de cross-brandings com marcas e estilistas brasileiros.
This research presents a study about the cross-branding, partnership between two or more brands willing to launch a product and / or service, and the co-creation of collections in brazilian fashion retail. The cross-branding has been often used in the fashion market and is one of the marketing strategies in evidence. The goal is to identify, from a discussion about fast-fashion and fashion as a result of contemporary expression, how is the strategy of cross-branding as well as their influences on the development of fashion collections. The work is done from a literature review about the history of the fashion industry, product development concepts, reflections on innovation, co-creation and nowadays retail. It was possible to discuss how the crossbranding works, as well as the reflections arising from the use of strategy in fashion retail. Case studies of capsule collections of department stores, as Riachuelo and C&A, the result of cross-brandings with Brazilian designers and brands, have been conducted.

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Kim, Pielah. "A New Approach to Co-branding: Visual Artist and Fashion Retailer Ingredient Branding and Hedonic Brand Extension." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1436882468.

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Spencer, Millspaugh Jennifer Estella. "Global branding for fashion entrepreneurs : how womenswear SMEs design their firms to grow internationally." Thesis, University of the Arts London, 2016. http://ualresearchonline.arts.ac.uk/12006/.

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The purpose of this research is to identify the resources and capabilities utilised for brand development and internationalisation of entrepreneurial womenswear designer fashion enterprises (DFEs). Tis thesis presents an original contribution to knowledge by using the concept of dynamic capabilities as a ‘lens’ to explore the creation of brand identity in the context of the international fashion system. In the pursuit of its aim, this research defines a dynamic capability process of DFE brand development through the codifcation of elements of brand identity, recognising the infuence of co-creation experiences. Furthermore, this thesis identifies the characteristics of DFE internationalisation behaviour, defining how the processes of brand development and internationalisation are related to each other and embedded in the capabilities of the DFE. Entrepreneurial DFEs, recognised within the fashion media as ‘emerging designers’, are increasingly identified as key sectors for economic growth. These enterprises are largely wholesale, highly internationalised operations within the SME sector, strengthened and supported by a broad network. However, signifcant focus within academic literature centres on branding or internationalisation in relation to fashion retail or established luxury firms, ignoring entrepreneurial DFEs who are sources of innovation and creativity for the fashion industry. This research fills a gap in the academic literature by examining the brand development and internationalisation processes of entrepreneurial DFEs operating in the contemporary context of the global fashion industry. Using grounded theory to examine the practice of entrepreneurial DFEs based in London and New York, this research incorporates theoretical sampling to direct data gathering from semi-structured in-depth interviews, observation at London, New York and Paris fashion weeks, and analysis of websites, social media and press. Constant comparative analysis refined emerged concepts into sub-categories, properties and dimensions surrounding the core category of the ‘collection lifecycle’. The findings of this research are organised according to aggregate dimensions of brand identity elements, and a hierarchy of operational routines, dynamic capabilities and organisational learning. This research finds that for DFEs, the development of brand identity is a dynamic capability process embedded in and emergent from operational routines and capabilities. As a resource, the brand guides internationalisation. In turn, internationalisation behaviour requires interaction within the global fashion system that operates as a source for organisational learning, further adapting the DFE’s brand to align with market opportunities. In the explanation of this process, this research presents a theoretical framework and a series of eight propositions defining the product development activities, operational resources and capabilities, dynamic brand development capabilities and process of organisational learning that impacts brand identity creation and internationalisation.

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Baykal, Jacqueline, and Marjorie Delagarde. "Differentiation strategies in the fashion industry." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13160.

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This essay looks at the various differentiation strategies for a company in the fashion industry. The chosen fashion company for this study is Zara. The reason for this is that Zara is a relatively new company which has grown quickly and today has a big market share. The aim of this thesis is to decide which differentiation strategies are the more relevant ones for Zara to attract new customers. This will be done through a discussion and analysis of all five of the differentiation strategies which are; product-, channel-, image-, service- and personnel differentiation. The theoretical framework gives an overview of the differentiation strategies; it also provides the reader with a description of branding, consumer decision process, competitive advantage, strategic customer and key competitors. These marketing factors can be describing and supporting factors to the most suitable differentiation strategy for Zara. The methodology chapter provides a description of the method choices for this thesis; this study is done by a qualitative approach. The methodology chapter also consists of a part about secondary sources, interviews, different question types used in the interviews and source criticism. The empirical findings consist of information gathered from face to face interviews. The interviews where done with three managers of Zara in France, Paris. In the analysis chapter there will be a discussion about the differentiations strategies that are mentioned in the theoretical framework, this will be combined with the empirical information gained through personal interviews with the managers at Zara. There will also be an analysis and discussion about the marketing factors mentioned above. The conclusion will conclude the analysis of the empirical and theoretical parts of this thesis and answer our research question. In the conclusion there is a description and summarize of the various differentiation strategies. In the conclusion there is a description and summarize of the various differentiation strategies discussed in the theoretical chapter. As a conclusion there is a need for improvements to the personnel-, service- and channel differentiation strategies. The needed future improvements will be discussed closely in the conclusion.

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Muslu, Deniz. "INNOVATION AND SUSTAINABILITY IN FASHION INDUSTRY." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17105.

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Abstract This research is designed to see the level of innovativeness of fashion brands in terms of being sustainable. It also aims to find out if there is a relation between business models and innovativeness within sustainability of fashion brands. Following the literature review, desk research, consumer survey and expert interviews are carried out. Desk research is made through web pages of fashion brands and some organizations. The information from the web pages revealed a lot about the current sustainability actions. In this desk research, 10 companies are examined in regard to their sustainability actions, to learn about what has been done and to see what can be considered as innovative in terms of sustainability. Following the desk research, a consumer survey is designed to explore the consumer opinion on the topics of sustainability and innovation. A consumer survey of 100 people is conducted at the Swedish School of Textiles. Due to the need for conscious knowledge about sustainability and innovation, people who studies or works in the textile school is specifically chosen as a cluster. The sample is called “Informed consumers” and is believed to have savvy about innovation and sustainability. How sustainability actions of brands are perceived, how consumers evaluate fashion brands and what they understand from “innovativeness” are some questions explored in the survey. Results are given via frequency distribution charts and maps. Following the survey, 5 interviews are made with contacts from the companies to study the issue also from the perspective of the business world. These expert interviews are verbally structured and are explained within the research. The method of interviews is qualitative research method and the result provides the reader an insight. To propose an assessment method for fashion companies, “The Innovation within Sustainability Index” is constructed. Although this index is inspired by some current environmental index models, the final model is original and includes the consumer perspective as well as author’s own evaluation on the innovative sustainability actions of the fashion companies. The companies which are evaluated in the index are: H&M, Lindex, Gina Tricot, Zara, Acne, Filippa K, Patagonia and Nike. At the end, it was not possible to point out significant relation between business models and innovativeness within sustainability. However, this result may differ when the model is applied to larger samples.
Program: Master Programme in Fashion Management

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Hägglund, Charina Montemar. "Market Orientation as a Branding Strategy." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-88950.

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Jahnstedt, Johanna, and Olivia Sylvan. "How Sustainable is the Fashion Industry? : A case study exploring the sustainable transformation of the fashion industry." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-28427.

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Research Question: How can the concept of Greening Goliaths and Emerging Davids be applied to better understand the sustainabile transformation of the fashion industry? Purpose: This paper sets out to analyze two approaches to sustainability within the fashion industry; A firm adopting CSR initiatives into their business strategy versus a sustainable brand. These approaches are explored within the framework of Greening Goliaths and Emerging Davids to recognize their contribution to the sustainable transformation of the fashion industry. Method: A qualitative approach to our case study was taken in which we analyze and measure the Swedish fast fashion company, H&M and an American eco-friendly fashion label, Reformation. A semi-formal phone interview with an expert on sustainability in the fashion industry gave us further knowledge of how the two approaches can be combined for the industry to become more sustainable. A model was developed that aided the analysis as well as the discussion of the empirical findings. Conclusion: Our conclusions found that the sustainable brand, Reformation can be categorized as an Emerging David and is in the Take-off stage. In order to gain a larger market share an contribute to the sustainable transformation of the industry Reformation will need to continue process innovation to lower their price point. H&M was initially categorized as a Greening Goliath however upon further analysis we believe they are shifting to become and Environmental David leading the sustainable transformation of the industry. In order for a sustainable transformation of the fashion industry there needs to be a co-evolution of both Greening Goliaths and Emerging Davids working together for a sustainable future.

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Bilgili, Oğuzhan, and Dilara Fulya Egesoy. "Building Brand Equity in B2B Service Industry : Examination of the Servbrand Framework in Logistics Industry." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-84540.

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This study investigates a debatable subject of branding; building brand equity in industrial service markets, particularly within the logistics service industry. The extant literature provided many brand equity models, the brand resonance pyramid being the most predominant one. However, the literature suggests the model should be amended for the B2B service markets as the industry has numerous different characteristics to consider. Servbrand Framework is one of the undergoing efforts to provide a brand equity framework applicable within the B2B service industry as an amended version of the brand resonance pyramid. Nevertheless, the model is based on a single empirical context. This research assesses the transferability of the model to the logistics service industry and therefore provides a guideline to build a strong brand in the logistics service industry. The research took an interpretivist approach with an exploratory qualitative research design to apply the Servbrand Framework within the logistics industry. Sixteen semi-structured interviews were conducted with the decision-makers in purchasing logistics services within the automotive industry in Germany, who were subject to the non-probability sampling process. The results indicated that the Servbrand Framework is transferable to the logistics service industry with minor changes. Two new subdimensions are proposed as ‘service experience’ and ‘consideration’ to be part of the client-brand opinions block within the framework. Also, the ‘servicescape’ and ‘personableness’ subdimensions were not relevant for the context of the study. Logistics service providers can build strong brands by initially creating salience among the customers by using corporate naming strategies attached to core competencies. Service providers also need to develop good performance and people attributes connected to their brand, which will create positive brand opinions and, therefore, long-term relationships and partnerships. The people aspect was a key element to build strong brands and facilitate the brand's meaning to the customers.

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Panja, Manjusha. "Sustainability Integration in the Fashion Retail Industry." Thesis, KTH, Industriell Management, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-240293.

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Sustainability has gained prominence from past couple of decades, the fashion industry is most polluting industries in the global. This research is to explain the importance of sustainability integration in the fashion industry. The research methodology applied is first, it provides literature review examining books and articles pertaining to environmental and social responsibility in fashion industry from past decade. Secondly, the case study on H&M Group and interviewing end consumers of fashion. The results to demonstrate the importance of sustainability in the fashion industry and how fashion retailers play a key role and responsibility for enabling sustainability in the whole supply chain.

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Yezhova, Olga, Kalina Pashkevich, Olena Kolosnichenko, Olena Gerasymenko, and Maryna Kolosnichenko. "Forecasted labor functions of fashion industry specialists." Thesis, AIP Publishing LLC, 2022. https://er.knutd.edu.ua/handle/123456789/19420.

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The labor functions of the fashion industry workers during cutting of the garments in case of modern and forecasted productions for substantiation of the content of training of qualified workers have been analyzed. The labor functions have been characterized in the context of structuring the production operation as to its phases: preparatory, executive, and control and management. For the operation on cutting of the clothing, the models of the content of the workers` labor for three types of production have been prepared: for industrial, individual, and forecasted. It has been grounded that during the forecasted production the major changes in the content of the cutters` work would take place at the preparatory stage and at the executive stage. It is summarized that during the forecasted production of garments, the qualified workers will need the knowledge and skills on the use of new technologies and materials, computerized equipment, and professionally-oriented software.

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Enlund, Elin, and Jennie Nilsson. "Sustainable Decision-Making in the Fashion Industry : How to influence the fashion industry to adopt more sustainable packaging solutions." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-296518.

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Today, the fashion industry is responsible for 4 per cent of the global greenhouse gas emissions in the atmosphere and 20-35 per cent of the microplastics in the ocean. It is thereby a highly debated industry when it comes to environmental sustainability. Different actors in the sector are stressing how reducing the ecological impact of the business is a matter of staying competitive forward. Many actors in the industry are trying to change towards reducing its effects on the environment. Still, complex global supply chains and business models such as ‘fast fashion’, i.e. fashion produced under short cycles, make it difficult. For an industry that wants to reduce its impacts on the environment, including a worldwide complex supply chain, and customer demand for ecommerce is increasing every day, adopting sustainable decision packaging suctions is essential. Our research shows that the investigated companies have prioritised sustainability aspects for their garments; however, sustainability focus on packaging can sometimes fall behind, and external guidance is sometimes needed. This research will investigate how an incumbent packaging firm can influence its customers in the fashion industry to make more sustainable decisions regarding packaging. It will be done by a digital platform that performs lifecycle assessments (LCA) in the early stage of the development process. Our research will investigate how this platform can create maximum value for its customers in the fashion industry. Hence, this research includes interviews with and reviews of actors in the industry to explore what drives and institutional logics (parameters) affect how different actors in the fashion industry are approaching sustainability today. Findings show that there exist drivers and institutional logics in these company cases. The most extensive drivers are standards and regulations, consumer awareness, competitive advantage and top management. The study further suggests that larger actors seem to be more affected by external factors such as standards and regulations and public pressure. Smaller actors seem to be more affected by internal drivers, such as top management and originality. This research proposes that some influential institutional logics affect how companies are approaching sustainability. The results reveal that companies with prices in the mid-market segment, headquarter location in Europe, product type sportswear, and high revenue are working more than other actors in the industry when it comes to sustainability today. During this research, it was possible to see that some barriers exist to become more sustainable. These include uncertainty and lack of knowledge, lack of transparency, increased costs, complex supply chain, packaging being less prioritised in working with sustainability, the functionality of sustainable packaging being rarely something that could be compromised. After the data collection, conclusions regarding the platform’s ability to influence customers in the fashion industry to make more sustainable decisions regarding their packaging solutions could be made. These include that the platform should be transparent, the magnitude of data, and well incorporated in the upcoming sales- and design process. However, it is shown that using LCA in a platform like this is helpful as a guiding tool and as a first initial conversation when developing a product. Further earlier scholars agree that sustainability aspects should be included in such an early stage as possible in the development process to ensure the most sustainable product during its lifetime possible. Furthermore, those companies without any person responsible for sustainable packaging or key performance indicators (KPIs) focusing on this specific area might be more interested in such a platform. This study will contribute to research by serving as a foundation for other actors looking into the possibilities of implementing a platform to guide and influence their customers to make more sustainable decisions, indicating what functional applications should be included and whatcustomers to target in such platform. Further research should investigate this topic on a broader scale, looking into a more extensive and more diverse sample and a possible application of this study in other industries.
Modeindustrin står idag för 4 procent av de globala utsläppen av växthusgaser i atmosfären och 20–35 procent av mikroplaster i haven. Det är därför en högt debatterad bransch när det kommer till just hållbarhet. Flera aktörer i sektorn, trycker på att företag i branschen måste förändras för att kunna vara konkurrenskraftig framåt. Därför arbetar många företag just nu med att reducera sitt klimatavtryck. Trots det, har branschen ofta en global och komplex leverantörskedja med affärsmodeller som inkluderar vad som på engelska benämns ’fast fashion’, mode som produceras under korta cykler, vilket gör det svårt för företag inom branschen att verkligen bli hållbara. Modeindustrin har många gånger viljan och intentionerna att minska sin klimat påverkan, men tillsammans med en komplex leverantörskedja och ökad efterfrågan på e-handel, är det extra viktigt att kunna ta hållbara beslut när det gäller förpackningar. Denna studie visar att de undersökta företagen i modeindustrin har prioriterat arbetet med hållbarhet främst i delar som tillhör produktionen av kläder. Emellertid kan hållbarhetsfokuset gällande förpackningar falla i skymundan, då kan en extern konsultering vara till hjälp. I denna studie kommer vi att undersöka hur ett etablerat företag inom pappersförpackningsindustrin kan uppmuntra och influera sina kunder inom modeindustrin att ta mer hållbara beslut gällande förpackningar. Det kommer att göras möjligt genom en digital plattform som erbjuder livscykelanalys (LCA) i en tidig del av produktutvecklingsprocessen. Vår studie kommer vidare att undersöka hur denna plattform kan skapa maximalt värde för dess användare. Därför innehåller denna studie intervjuer med, och undersökning av, företag i modeindustrin för att kunna förstå vad som driver dem till att vara mer hållbara samt vilka institutionella parametrar som påverkar hur hållbara olika företag i branschen är. Resultatet visar att det finns drivkrafter och institutionella parametrar när det kommer tillhållbarhet hos dessa företag. De funna drivkrafterna är standarder och regelverk, konsumentmedvetenhet, konkurrenskraft, offentliga påtryckningar, företagsledning, originalitet och övriga externa intressenter, så som aktieägare och kundinflytande. Studien antyder vidare att större aktörer verkar vara mer påverkade av externa faktorer som standarder och regelverk och offentliga påtryckningar. Medan mindre aktörer verkar vara mer påverkade av interna drivkrafter, såsom företagsledning och originalitet. Denna forskning föreslår att det finns vissa inflytelserika parametrar som påverkar hur företag arbetar med hållbarhet. Resultatet visar att företag med priser i mellansegmentet, med huvudkontor i Europa, med sportkläder och med hög omsättning arbetar mer med hållbarhet än andra aktörer i branschen. Det visade sig även under denna studie att det finns vissa hinder för företag att vara mer hållbara. Dessa inkluderar osäkerhet och brist på kunskap, brist på transparens, ökade kostnader, komplex leverantörskedja, att förpackningar är mindre prioriterat i hållbarhetsarbetet samt att funktionalitet av förpackningar sällan är något som kan tummas på. Efter datainsamlingen kunde slutsatser om plattformens förmåga att influera kunder inom modebranschen att fatta mer hållbara beslut om deras förpackningslösningar göras. Dessa inkluderar att plattformen ska vara transparent, inneha stor mängd data av produktbibliotektet och vara väl införlivad i den kommande försäljnings- och designprocessen. Det visades dock att användning av LCA i en sådan plattform är främst till hjälp som ett vägledande verktyg och vid ett första inledande samtal vid produktutvecklingen. Vidare, är tidigare forskning överens om att hållbarhetsaspekter bör ingå i ett så tidigt skede som möjligt i utvecklingsprocessen för att säkerställa en så hållbar produkt som möjligt under hela dess livstid. Dessutom kan de företag som saknar en profession som är ansvarig för hållbara förpackningar eller saknar nyckeltal (KPI) som fokuserar på detta specifika område vara mer intresserade av en sådan plattform. Denna studie bidrar till forskningen genom att fungera som en god grund för andra organisationer som ser på möjligheterna med att implementera en plattform för att vägleda och uppmuntra sina kunder att fatta mer hållbara beslut, vilket visar vilka funktionella applikationer som ska inkluderas och vilka kunder att rikta in sig på en sådan plattform. Ytterligare forskning bör undersöka detta ämne i bredare skala, undersöka ett mer omfattande och mer varierande urval och en eventuell applicering av studien inom andra branscher.

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Cant, Mercedes. "#AerieREAL: Exploring the Tactics of Using Authentic Images in Branding of Young Women’s Fashion Companies." Thesis, Université d'Ottawa / University of Ottawa, 2019. http://hdl.handle.net/10393/39625.

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This thesis explores themes of authenticity in the Aerie REAL branding campaign. In it, I explore how Aerie links notions of authenticity, expressed as a vocal denunciation of photo-editing techniques, with the ideal female body. To do this, I analyze Aerie’s branding materials (including social media posts on two different websites, as well as Aerie product photography) in context of its lack of photo-editing and other branding choices, including its choice of brand spokesperson. I consider these materials within a semiotic framework developed from the French school of semiotics, and analyze them both through this framework and a content analysis. I also consider concepts of Aerie’s brand personality. In this study I illuminate many of the tensions between Aerie’s explicit goals in its REAL campaign and what it has presented within the campaign. This has implications for future representations of women in advertising, as well as the use of authenticity as a brand position.

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Rickardsson, Henrik, Henrik Stierna, and Fredrik Stark. "Invisible Branding : Creating brand value from invisibility." Thesis, Jönköping University, JIBS, Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-312.

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Problem: Branded products can be seen everywhere around us at all time, and is a way of communication for the buyer of the product But, what if one cannot build a brand based on visibility, an example is underwear, then how is it possible to create a brand and add value to it? Is it actually feasible to create a strong brand when not leveraging upon visibility? The organization Stargate Brand Group and its brand Frank Dandy Superwear have been used in order to obtain a deeper understanding around the topic.

Purpose: The purpose of this thesis is to research how to create brand value for an invisible brand within the fashion industry.

Method: To help fulfill the purpose a qualitative approach has been used. Personal interview with the CEO of Stargate Brand Group, telephone interviews with 20 fashion retailers combined with focus groups consisting of potential underwear buyers. The authors believe this approach helped to understand customer behaviour, branding techniques and how to create a brand value from an invisible branded product.

Result: The most important elements in order to create brand value for an invisible brand are quality and perceived quality. To become a successful underwear brand, since that is the invisible brand that the authors choose to focus upon, quality must be highly emphasized, and offering a high quality product is one way of creating brand value to customers.

The overall understanding of invisible products and brands is that they are bought primarily to fulfill the customer’s need of feeling comfortable and leverage upon people’s desire of well-being. An invisible brand cannot leverage upon its user to the same extent as other products, since it is not shown to the public.

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Kleist, Sofia, and Linnéa Lindstedt. "Brand image in multi-channel fashion companies." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23786.

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Branding has become increasingly important in order to distinguish a brand from numerous competitors in the fashion industry. An effective way to differentiate the brand from others has shown to be through the brand image, which is why managers should work on sustaining a positive brand image. Managing brand image through different sales channels has become even more important due to the rise of multi-channels. The integration and effort of offline and online channels can result in both enhanced purchase intention and brand image. Previous literature has shown how purchase intention can be derived from the level of congruity between the consumer’s self-image and the brand’s image. Despite this, most previous research is conducted from a company perspective, why this research intends to provide theoretical contributions from a consumer perspective. This is particularly important for fashion brands, as for the ever-changing and highly competitive characteristics of the fashion market. Furthermore, an understanding of consumers’ perception of brand image in different sales channels has been missing in previous research. Therefore, the aim of this research is to investigate how consumers perceive brand image of multi-channel fashion companies for the purpose of providing insight into how brand image should be managed through different channels. Using a qualitative perspective, this explorative research conducts ten semi-structured interviews with women and men between the ages of 18 and 63, that are experienced within fashion consumption in online and offline channels. Analysis of the research findings indicates that there are 13 attributes that consumers consider as most prominent for brand image; six offline attributes and seven online attributes. For the offline image, it emerges that the surrounding environment, products and collections, price and value, store personnel and service, reputation are prominent attributes. For online, easy access and navigation, design and aesthetics, merchandise description, price and value, communication, services and reputation are prominent. It is also found that interviewees find it highly important that the image is consistent through different channels so that the brand conveys a holistic image.

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Godhania, Sonal Arjun. "Fast fashion : the dynamic capabilities underlying project management in the UK fashion industry SMEs." Thesis, University of Bedfordshire, 2015. http://hdl.handle.net/10547/608324.

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The UK Fashion Industry (FI) is both volatile and fast-changing. Notably, the clothing and jewellery industry contributes £16 billion annually to the UK’s revenues. However, small and medium-sized (SMEs) fashion companies are stressed to survive the harsh global competition. The companies have to manage their routine projects, thinking constantly about keeping their market position and how to develop further in their industry. Thus, the FI requires an in-depth understanding of the success factors to survive in this competitive marketplace. A detailed literature review has been conducted to discover the background of the FI and also to understand the basic requirements of daily operations and strategies used for development and growth. As there is not much empirical study available in the area of FI, a qualitative exploratory study has been chosen as the research methodology for this particular research. A multiple case studies approach was chosen to cover eight case studies located in Leicester, Luton and London. The study is interpretative and social constructionism is its philosophical approach; and hence, the context of the study has to be interpreted in its own ethnographical setting, why and how participants construct the meaning of project management (PM). This data triangulation provided the study qualitative credibility of the findings. The data analysis found four main themes, comprising fifteen sub-themes. ‘PM capabilities’ is the most important theme for completing the daily routine operations; these are also highly utilised in the UK FI SMEs. ‘Sensing new opportunities’ is the second important theme for advancing further; these are utilised by SMEs to remain up-to-date with the market environment. ‘Manufacturing capabilities’ is the third theme found helping SMEs with their routine manufacturing base in the UK: how they extended their trade through manufacturing. ‘Jewellery industry (JI) capabilities’ is the fourth theme helping the JI to outsource and deal with trust and relations in their trade. The study contributes to the UK FI SMEs by suggesting Dynamic Project Management (DPM) approaches specific to each industry, namely, the clothing, jewellery and designer industries. Research findings also suggest that new dynamic strategies need to be sensed, adopted and learned for the development and survival of these SMEs. The benchmarking tool, provided through status categories, will guide any company in the FI to compare its progress and take steps for further development. PM tools and techniques suggested for use by these FI SMEs will also help them with further improvement in project operations.

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Olausson, Emma, and Cecilia Sjöberg. "Industry Branding i IT-branschen : Industry Branding – en möjlighet för svenska IT-företag att marknadsföra och attrahera unga, kvinnliga medarbetare." Thesis, Luleå tekniska universitet, Industriell Ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79539.

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Purpose – The purpose of this study is to investigate how IT companies can apply Industry branding in their marketing strategy, with the aim to market the IT industry to influence young women to choose an IT education at a college or university. Method – The study has an explorative purpose to provide new insights on the topic of Industry branding. A deductive research approach has been applied. A literature study was first conducted to create a picture of current research. Secondly, a theoretical framework, which laid the foundation for the data collection that was used in a multiple case study in the IT industry. The study was compiled through semi-structured interviews with IT companies and young women in high school. The empirical data was then analyzed by a thematic analysis. Result – The conclusion from this study is that young women in high school do not have the same picture of the IT industry as IT companies has. The high school girls see an industry that is boring, sedentary and lacks human interactions. In contrast, IT companies describe their industry as exciting and unlimited. Thus, there is a gap between Brand identity and Brand image. Theoretical implication – The results indicated that the existing theories regarding Employer branding, Brand identity, Brand image and Employer attractiveness could be applied to the more aggregate industry level, Industry branding. Furthermore, the study has contributed with knowledge to reduce the gap between Brand identity and Brand image, for the study ́s target group; IT companies and young women in high school. Practical implication – The study's practical implication has identified the greatest development potential of all IT companies, which is to start working with Industry branding towards young women in high school. To achieve this, a collaboration across companies' own boundaries and marketing via social media is recommended to reach this study ́s target group.
Syftet – Denna studie har som syfte att undersöka hur IT-företag kan arbeta med Industry branding, med målet att marknadsföra IT-branschen för att påverka unga kvinnor att välja en IT-utbildning på en högskola eller universitet. Metod – Studien har ett explorativt syfte att ge nya insikter i ämnet Industry branding och en deduktiv forskningsansats applicerades. En litteraturstudie genomfördes först, för att skapa ett teoretiskt ramverk. Ramverket la grunden för datainsamlingen som genomfördes av en multipel fallstudie inom IT-branschen. Studiens empiri samlades in genom semistrukturerade intervjuer. Nio IT-företag och tio unga kvinnor på gymnasiet intervjuades. Empirin analyserades sedan genom en tematisk analys. Resultat – Resultatet som studien har kommit fram till är att unga kvinnor på gymnasiet inte har samma bild av IT-branschen som IT-företagen har. Gymnasietjejerna ser en bransch som är tråkig och som saknar mänskliga interaktioner. I kontrast, beskriver IT-företagen sin bransch som spännande och obegränsad, vilket tyder på ett gap mellan Brand identity och Brand image. Teoretiskt bidrag – Studiens teoretiska bidrag är hur befintliga teorier kring Employer branding, Brand identity, Brand image samt Employer attractiveness skulle kunna tillämpas på den mer aggregerade branschnivån genom Industry branding. Detta för att minska gapet mellan Brand identity och Brand image, från två perspektiv; IT-företag och unga kvinnor på gymnasiet. Praktiskt bidrag – Studiens praktiska bidrag har identifierat den största utvecklingspotentialen som samtliga IT-företag har; att börja arbeta med Industry branding mot unga kvinnor på gymnasiet. För att genomföra detta rekommenderas ett samarbete över företagens egna gränser och marknadsföring via sociala medier för att nå fram till unga kvinnor på gymnasiet.

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Morkel, Anel. "The importance of atmospherics in the fashion industry." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/85163.

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Thesis (MBA)--Stellenbosch University, 2011.
Customers expect from a store that displays expensive products to make an effort to decorate the store with atmospheric elements to create a prestige atmosphere. The four stores that the participants visited target upper-class customers and display expensive products. One of the participants mentioned that the atmosphere in Hip Hop remind her of a take-away restaurant. Hip Hop was making no effort to decorate its stores to create a hedonic experience for its customers. They were relying on their well-known brand name to sell their products. In the long run, this strategy will not be effective as the competition gets tougher and more brands enter the market. High-class fashion stores focus more on hedonic customers. Customers do not need to buy expensive clothes as there are many discount stores that could fulfil their clothing needs. In order for high-class fashion stores to attract customers they need to create a hedonic experience for their customers in the store. The customers must want to enter the store and spend time in the store. Atmospheric elements can attract customers to the store and influence the time they spend in the store. It is important that new fashion stores have the right atmospheric design in their stores. New stores cannot rely on a name as this is not well known. The atmospheric design of a store tells customers what they can expect in the store. One of our main findings is that there is a difference between the atmospheric designs in shopping centres. The fashion stores in the V&A Waterfront in Cape Town use atmospherics in their stores to create a prestige atmosphere for their upper-class customers. On the other hand, the atmospheric designs in the fashion stores in Canal Walk, which attracts middle-class customers, had a lower quality and were not regarded to be as prestige as those of the V&A Waterfront stores. The most expensive merchandise was also found in the fashion stores in the V&A Waterfront. Most of the stores in our sample use some atmospheric elements. However, the combination of the atmospheric elements in the stores did not always match. The participants viewed the atmospheric design as a whole and it was important to them that all the atmospheric elements fit together. The participants were noticeably disappointed with a store that did not make use of atmospherics to enhance its customers’ shopping experience. They found the store too plain as the storeowner did not make any effort to decorate the store. When they entered a store that did make use of atmospherics, the participants mentioned that they would like to spend more time in the store.

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RYBALOWSKI, TATIANA MESSER. "DIFFERENTIATED FASHION PRODUCT MANAGEMENT: HANDICRAFT MEETS APPAREL INDUSTRY." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2008. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=13059@1.

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Dentre as diferentes formas que a moda tem para se manifestar, uma das mais expressivas é a indústria de vestuário. A despeito de sua essência mutável que busca constantemente a novidade, o produto de moda não tem conseguido ser diferente a ponto de revelar sua identidade através de seus atributos físicos. A partir da percepção de certa homogeneização do produto de moda, este trabalho busca trazer subsídios ao desenvolvimento de produtos diferenciados de moda através da criação de atributos físicos que reforcem a identidade do produto. Dentre vários recursos que podem ser utilizados, podem-se destacar os processos que inserem o artesanal na confecção industrial, resultando em peças únicas e construindo um contraponto ao excesso de industrialização, impessoalidade e repetição de modelos produzidos em escala unicamente industrial. Como uma ferramenta estratégica para a manutenção da competitividade através da diferenciação, a Gestão de Design utiliza as competências, conhecimentos e experiências da empresa a fim de possibilitar a contínua reinvenção de produtos e processos que coloquem a empresa numa posição de destaque no mercado.
Apparel is one of fashion`s most expressive resources, and yet, in spite of its ever changing nature, the fashion product has not managed to achieve differentiation in a way that makes its physical attributes reveal its identity. Departing from a perception of a growing homogenization of fashion products, this study brings some insights for the development of differentiated fashion products through the use of physical attributes that reinforce a product`s identity. Among the several strategies to achieve this aim, we may emphasize the processes that promote the merging of handicraft production and apparel industry, thus yielding unique items and disrupting the pattern of excessively industrialized, repetitive and impersonal products. As a strategic tool to maintain competitive advantage through differentiation, Design Management exploits a company`s competence, knowledge and experience to continuously reinvent products and processes to achieve competitive positioning.

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Kelley, Rachel Avril. "Inventory redistribution optimization in the fast fashion industry." Thesis, Massachusetts Institute of Technology, 2013. http://hdl.handle.net/1721.1/81003.

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Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management; and, (S.M.)--Massachusetts Institute of Technology, Engineering Systems Division; in conjunction with the Leaders for Global Operations Program at MIT, 2013.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 100).
Zara is the world's leader in the fast-fashion industry and introduces over 10,000 unique designs to their stores each year. Zara's parent company, Inditex, reported profits of $2.2 billion in 2012, an increase of 27% for the year. They opened 360 new stores in over 50 markets across all of their brands last year. Zara contributes approximately 60% of these profits and has around 1,720 stores in over 80 countries worldwide. Zara is committed to meeting the needs of their customer through continuous improvement of their processes and systems. Though they continually improve their already advanced forecasting and distribution methods, there is significant variability in demand that remains challenging to predict. Due to this uncertainty in demand and the short life cycle of trendy clothing articles, it is imperative that Zara is able to quickly respond to changing demand patterns. After initial distribution, inventory can be redistributed among stores in order to satisfy their customers' demand and maximize sales. This critical step in the distribution process is known as inventory transfers. The purpose of this project was to develop a demand forecast model, optimization model and operational process to optimize and standardize these inventory transfers among the complex network of thousands of Zara stores. The key performance indicator was an increase in profit of at least three percent. The research process was first to identify the key decision-making criteria and variables affecting transfer decisions; second to use that criteria to build an optimization model to propose optimal redistribution of articles among stores; and third to prepare the roll-out and integration of the new approach in the existing operational process and IT system. This project required integration with Zara stakeholders across many functions including product management, buying, distribution and information technology. Crucial to the success of the project was remaining focused on these stakeholder needs to ensure the model would be easily adopted and fully implemented while also considering demand, costs, logistics, feasibility and many other factors. The new model provides a profit increase of 21 percent for those articles transferred and is the first model of this kind applied in retail supply chain management.
by Rachel Avril Kelley.
S.M.
M.B.A.

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Yim, Bradley Richard 1976. "High-fashion, low-price logistics of apparel industry." Thesis, Massachusetts Institute of Technology, 2003. http://hdl.handle.net/1721.1/28572.

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Thesis (M. Eng. in Logistics)--Massachusetts Institute of Technology, Engineering Systems Division, 2003.
Includes bibliographical references (leaves 32-33).
by Bradley Richard Yim.
M.Eng.in Logistics

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Tallvod, Lynn. "Sadvertising : Communicating the problems of the fashion industry." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-15194.

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This work serves as a way of communicating the dark side of fashion to provoke change. Consumers is placed in the loop that consists of consumerism, fast fashion and advertising, and this work will try to expose that loop. This work aims to critique how fashion is consumed and sold through printing images from the dark side of fashion in combination with texts from advertisements to open up a conversation. The method to do this is by digital printing and transfer printing images from the dark side of the fashion industry on sustainable materials, combining the images with advertising texts. Through this the viewer is invited into conversation about the problems with subtle provocation by making the viewer emotionally involved.

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Ejnarsson, August. "Omnichannel Development within the Swedish Fashion Retail Industry." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-191989.

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Omnichannel is the latest shift in retail which is driven by new technological advancements and changes in customer behaviors. In order to stay competitive retailers are required to integrate their sales and communication channels and deliver a seamless shopping experience to the customers. To create the omnichannel experience both organizational change and consolidation of several ICT components are required, which put a lot of pressure on the retailing organizations. This study examines the current omnichannel development of the Swedish fashion retail industry and explores the different attitudes and challenges towards this transformation. The market development was assessed through a field study where 54 omnichannel parameters was observed at 25 selected multi-channel retailers. In order to gain a deeper understanding of the development and the attitudes towards omnichannel retiling, a survey followed by semi-structured interviews was conducted with a selected number of retailers. The results showed that the Swedish market is still in the early stages of the omnichannel development and that most focus in the development has been on the front-end capabilities. The lack of digital maturity within the organization was seen as the largest challenge towards further development. It was also found that inherent characteristics of the fashion industry have made the retailers more reluctant when it comes to the use of data and analytics which is a key aspect of the omnichannel development. Finally more data driven business decisions and analytics about customer behaviors and buying patterns was seen as the largest improvement points for the retailers as the development progress.
Detaljhandeln står inför en av det största förändringarna någonsin. I dagens digitaliserade samhälle har konsumenternas köpresa förändras från att ha varit statisk och direkt till att involvera en mängd olika kanaler och kontaktytor innan ett köp slutförs. Dessa förändringar i kundbeteenden gör att återförsäljare måste anpassa sig och erbjuda en enhetlig och sömlös upplevelse över alla tillgängliga kanaler för att hålla sig konkurrenskraftiga på marknaden. Det nya kundbemötandet kallas omnikanal och sätter stor press på återförsäljare inom en mängd olika områden från organisatoriska förändringar till integration av informations och kommunikations system. Denna studie undersöker omnikanalutvecklingen inom den svenska modebranschen samt återförsäljarnas åsikter och utmaningar med förändringen. Utvecklingen på marknaden undersöktes genom en fältstudie där 54 olika omnikanal parametrar studerades hos 25 utvalda företag. Fältstudien följdes av en enkätundersökning samt intervjuer med utvalda återförsäljare för att få en djupare insikt i återförsäljarnas inställning till omnikanalhandel och deras största problemområden inom utvecklingen. Resultatet visade att de svenska modeåterförsäljarna fortfarande är i ett tidigt skede av utvecklingen där störst fokus hittills har legat på utveckling av front-end funktionalitet samt på e-handel. Brist på intern digital mognad ansågs som den största utmaningen till förändringen på grund av utbredningen av informations och kommunikationsteknologier inom organisationen. Inneboende karaktärsdrag hos modebranschen har också påverkat utvecklingen och gjort återförsäljarna mer försiktiga när det kommer till användningen av kunddata och datadrivna beslutsunderlag vilket ses som ett nyckelområde till utvecklingen. Detta område är dock något som återförsäljarna vill förbättra och ser som en av det viktigaste punkterna i den fortsatta utvecklingen.

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Benetti, Maísa Regina. "The effects of globalization on the fashion industry." Master's thesis, Univerisdade de Lisboa. Faculdade de Arquitetura, 2016. http://hdl.handle.net/10400.5/13444.

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Viziteu, Diana-Roxana, and Antonela Curteza. "3D printing technology in textile and fashion industry." Thesis, Київський національний університет технологій та дизайну, 2020. https://er.knutd.edu.ua/handle/123456789/16807.

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This papers aims to explore the applicability of 3D printing materials using thermoplastic polyurethane (TPU) for the development of protective gear. In the fashion industry, three-dimensional (3D) printing has been used by designers and engineers to create everything from accessories to clothing, but only a few studies have investigated its applicability in personal protective equipment. One of the most significant technologies of the fourth industrial revolution is 3D printing. Additive manufacturing and 3D printing are the subject of intensive research and development (methods, materials, new techniques, application areas, etc.). The purpose of this study is to develop 3D printing samples and study conditions related to TPU.

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Mamedova, Lala, Elfana Gasumova, and Gulchohra Salehzadeh. "The futurist direction in fashion industry – cyberpunk style." Thesis, Київський національний університет технологій та дизайну, 2021. https://er.knutd.edu.ua/handle/123456789/17922.

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Cyberpunk – is the stylistic trend in literature, cinema, clothing, interiors and other areas of modern life, based on the aesthetics of science fiction films, games, ideas about the world of the future. This is a special picture of the world with incredible technologies, scientific achievements, robots -the versions have already been offered by dozens of creators of games, motion picture, novels. Futurism touched on clothes, shoes, make-up, hairstyles – a unique version of aesthetics with elements of minimalism, sports style, not lacking of comfort was obtained. The main goal of the designers is to embody the high technologies in everyday image, to emphasize the differences in the cyberpunk style with characteristic colors, shapes, accessories, and styles.
Киберпанк – стилистическое направление в литературе, кино, одежде, интерьере и других сферах современной жизни, основанное на эстетике фантастических фильмов, игр, представлениях о мире будущего. Это особая картина мира с невероятными технологиями, научными достижениями, роботами – варианты предлагали уже десятки создателей игр, кинолент, романов. Футуризм коснулся одежды, обуви, макияжа, прически – получился уникальный вариант эстетики с элементами минимализма, спортивного стиля, не лишенный комфорта. Основная цель дизайнеров – воплотить в повседневных образах высокие технологии, подчеркнуть отличия стиля киберпанк характерными цветами, формами, аксессуарами, фасонами.

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Melnyk, A. O., and L. V. Zinoruk. "Formation of branding at domestic light industry enterprises." Thesis, Київський національний університет технологій та дизайну, 2019. https://er.knutd.edu.ua/handle/123456789/12946.

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Granero, Arlete Eni. "A linguagem das marcas de calçados da moda: um enfoque publicitário." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/27/27134/tde-04082009-213337/.

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O objetivo geral do estudo consiste em investigar os aspectos da linguagem da propaganda, das marcas escolhidas para o estudo de casos (Sândalo; Carmen Steffens e Democrata) utilizando como referencial a propaganda comercial (anúncios da mídia impressa) dos calçados da moda. Existe a necessidade de verificar dois aspectos fundamentais no processo de comunicação: o emissor e o receptor, respectivamente o profissional da área de marketing e o grupo de clientes. Sob o ponto de vista do profissional de marketing, o objetivo da ação, o posicionamento e a estratégia de comunicação; e sob o ponto de vista do consumidor, a percepção, a imagem, em relação às propostas teóricas e práticas das empresas. Adaptarem às mudanças solicitadas pelo mercado consumidor brasileiro, constitui o desafio das organizações. A metodologia empregada utiliza a divisão da pesquisa em três partes: a primeira trata de um levantamento bibliográfico constituído do conjunto de pensamentos de vários autores sobre os assuntos relacionados ao tema em estudo; a segunda parte apresenta uma pesquisa documental (mídia impressa) que resultou na coleta de um banco de dados composto por peças publicitárias de calçados das marcas veiculados em outdoors e revistas de moda no período de 2002 a 2006; e a terceira parte aborda a pesquisa qualitativa através de discussões nos grupos de foco (ou Focus Group) que tem o propósito de descobrir o olhar e a percepção do consumidor em relação aos aspectos da linguagem da propaganda. O estudo apresenta como conclusão que não há moda sem sujeitos. Esta idéia significa que na mensagem publicitária deverá existir uma prática lingüística referente ao exercício de uma subjetividade: um conjunto de exercícios de linguagem, baseados em palavras e em imagens, que remetam para a afirmação da existência de sujeitos na mensagem ou, à personalização das entidades comerciais. Pretende-se contribuir, com esse estudo, para um melhor entendimento das estratégias de comunicação utilizadas pelas marcas em estudo, da forma de participação social e cultural, e da influência sobre o comportamento dos jovens, assim como a discussão da relação dos conceitos: moda; propaganda; gestão da marca e branding.
The general objective of the study is to investigate the aspects of the advertising language of the chosen brands for the study of cases (Sândalo; Carmen Steffens and Democrata) taking as a reference the commercial advertising (print media advertising) of the trendy shoes. It is necessary to consider two essential aspects in the communication process: the emitter and the receiver, respectively the marketing area professional and the clients group. According to the marketing professional, the action objective, the positioning and the communication strategy; and according to the customer, the perception, the image in relation to the theoretical and practical proposals of the companies. The organizations aim at adapting to changes required by the Brazilian consuming market. The methodology applied uses the research division in three parts: the first considers a bibliographic raising made of the set of thoughts coming from different authors about the subjects related to the theme under study; the second part shows a documental research (print media) which resulted in the assessment of data bank made of shoe marketing campaigns displayed in billboards and fashion magazines from 2002 to 2006; the third part considers the qualitative research through the discussions in the focus groups which intend to discover the look and perception of the customer in relation to the aspects of the advertising language. The study concludes that there is no fashion without subjects. This idea indicates that in the advertising message there should be a linguistic practice related to the exercise of subjectivity: a set of language exercises based on words and images, which remit to the assertion of the existence of subjects in the message or to the personalization of the commercial groups. It is also the objective of this study to contribute to a better understanding of the communication strategies used by the studied brands, the cultural and social participation form, and the influence upon youngsters behavior as well as the discussion of the concepts relation: fashion; advertising; brand management and branding.

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Wu, Jieying, and Lupeng Ye. "Factors of branding : a Case Study of Hennes & Mauritz AB in China." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4966.

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H&M has been in China for three years. The consumers in China are still enthusiastic with this brand when the first store in the capital city, Beijing. In this paper, we use the concept of brand identity and brand image and outline a conceptual model for understanding and studying the customer experience of H&M in China. Case study illustrates how this model works in the design and management of the branding in H&M.

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Kyaga, Ulrika. "Swedish Fashion 1930–1960 : Rethinking the Swedish Textile and Clothing Industry." Doctoral thesis, Stockholms universitet, Institutionen för mediestudier, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-145428.

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The aim of this thesis is to explore the development of Swedish fashion between 1930 and 1960 by examining the textile and clothing industry from the wider perspective of fashion production. It was during this period that Sweden was transformed into a leading industrial nation, which laid the foundation for increased prosperity in the post-war period. This historical and empirical study is predominantly based on systematic analysis of Swedish official statistics and close reading of the fashion press. The thesis applies a combination of approaches in the analytical chapters (chapter 2–4) that include three central aspects of fashion production: manufacturing, symbolic production, and the production of a national fashion. Chapter 2 gives an account of the industrial production of clothing and examines the scope, size and structure of the textile and clothing industry. The results confirm its importance to the Swedish economy in the period. One important finding shows that a shift in production from tailored outerwear to lighter garments occurred as early as the mid-1950s. Chapter 3 investigates the symbolic production of fashion by looking at the structure of the field of fashion in Sweden. The results show a French dominance where couturiers were celebrated as creative ‘artists’. A significant finding is how the idea of Swedish fashion was considered a process of creating economic value, as in clothing manufacturing. Chapter 4 deals with fashion as an expression of national culture. The result reveals a significant fashion culture associated with an everyday wear fashion that followed the Social Democratic reforms aimed at equality in society during the period. One important finding is that the wool coat was the hallmark of Swedish fashion identity in the post-war period. These results contribute to a broader understanding of fashion production and new insights into the history of its developments in Sweden between 1930 and 1960, which has gone largely unrecognised by previous fashion historians.

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

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