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Linnér, Emily, Sitav Taha, and Johan Carlsson. "What Characterizes an Influential Instagram Fashion Influencer? : A Descriptive Research." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76234.
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Influencer marketing has become a central aspect within brand’s marketing activities (Kapitan & Silvera, 2016). The former marketing way of including celebrities within marketing purposes (Pringle & Binet, 2005) has in recent years been discussed as digital media influencers (Kapitan & Silvera, 2016). Digital media influencers resulted in social media influencers, where Instagram is one out of the social media which is worldwide used (Influencer Marketing Hub, 2018). Social media influencers are shown to have a significant role for brands in the process of reaching out to consumers (Lin, Bruning & Swarna, 2018) and within the fashion industry, the opinions of fashion influencers tend to weigh heavy within consumers decision making (Loureiro, Costa & Panchapakesan, 2017). However, besides the known influential characteristics of celebrity endorsement (Page Winterich, Gangwar & Grewal, 2018; Tzoumaka, Tsiotsou & Siomkos, 2014), the level of influence of Instagram influencers has mainly been discussed in terms of number of followers (De Veirman, Cauberghe & Hudders, 2017). The purpose of this study is to describe the influential characteristics of an Instagram fashion influencer and its influence on consumers purchase intention for fashion in Sweden. The research method applied for this research was primary data in the form of a survey research and was chosen as it allows to generate data which makes it possible to define correlations between the variables (Bryman & Bell, 2015). The study is based on the theory of consumer purchase intention, celebrity endorsement as well as influencer marketing, and through that, three hypotheses were created: 1) the trustworthiness of an Instagram fashion influencer has positive impact on consumers purchase intention, 2) the expertise of an Instagram fashion influencer has positive impact on consumers purchase intention, 3) the physical attraction of an Instagram fashion influencer has positive impact on consumers purchase intention. The conclusion drawn indicates that the trustworthiness of an Instagram fashion influencer is the only influential characteristic amongst the identified characteristics in this research which impacts consumer purchase intention for fashion in Sweden.
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Zietek, Nathalie. "Influencer Marketing : the characteristics and components of fashion influencer marketing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10721.
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The ad blocking hype has brought new challenges for fashion brands to be seen and heard. Therefore new marketing strategies have to be found. Since the usage of mobile devises increased and consumers spend more time on online social networks - influencer marketing had been found as a authentic marketing channel to reach the consumers. Therefore this thesis aims on providing fashion brands a guideline of the components and characteristics of influencer marketing. To accomplish this research objective the qualitative method approach of expert interviews had been chosen and four experts from the fashion influencer marketing were questioned about their daily work with influencers to elaborate their needs and the challenges they are facing. The interviews lead to four core components of influencer marketing: authenticity, long-term relations, co-creation and micro-influencers. Underneath these core components the following sub-components were found: brand fit, exclusivity, visual language, passion, trust, price, creative freedom, and frequent communication. The main conclusion of this study is that working with micro influencers is key a component of influencer marketing. These influencers tend to have high authenticity, are experts in a certain niche and are not motivated by monetary reasons.
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Haggerty, Valerie Maureen. "FASHION MINDED: EXPLORING THE INFLUENCE OF FASHION JOURNALISM ON THE SELF-CONCEPT." Thesis, The University of Arizona, 2009. http://hdl.handle.net/10150/192475.
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King, Janice E. "INTERNAL AND EXTERNAL INFLUENCES ON PROGRAM-LEVEL CURRICULUM DEVELOPMENT IN HIGHER EDUCATION FASHION MERCHANDISING PROGRAMS." OpenSIUC, 2010. https://opensiuc.lib.siu.edu/dissertations/132.
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In an ever changing global economy, higher education experiences accountability issues in educating the workforce. Graduates require the knowledge and skills necessary to succeed in the global workplace. For graduates to have the opportunity to attain this understanding and expertise, it is critical to identify what influences curriculum development to create a curriculum that meets workplace needs. The purpose of this study was to contribute to a better understanding of curriculum development in higher education fashion merchandising programs. More specifically what impacts the curriculum and if skill standard(s) and/or competency list(s), are used when developing program-level curriculum for higher education fashion merchandising programs. Descriptive research examined the internal and external influences and standard(s) and/or competency list(s) used in curriculum development. Electronically, an invitation to participate and the survey instrument were sent to faculty in apparel and textile programs across the United States. Data were collected from 96 apparel and textile faculty. Data revealed internal influences, more so than external influences, impacted curriculum development in higher education fashion merchandising programs. The largest percentage and extent of internal influence on curriculum development in higher education fashion merchandising programs was faculty background; program mission was also a major internal influence. The largest percentage and extent of external influence on curriculum development in higher education fashion merchandising programs was marketplace/employers. No statistically significant relationship was found between the participants' type of institution (undergraduate and graduate granting) and internal and external influences. However, more research is called for to examine the specific internal influence of program mission and the external influence of marketplace/employers. Current curriculum influences, skill standard(s) and/or competency list(s) used, and type of institution were examined in this research study. The study proposes that the higher education fashion merchandising curriculum is influenced, in varying degrees, by internal and external influences and that skill standard(s) and/or competency list(s) from many sources are used in curriculum development. Undergraduate or graduate institutions were not differentially influenced by internal or external factors.
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Shcherbatska, Alina. "The influence of conscious fashion on the world." Thesis, Київський національний університет технологій та дизайну, 2020. https://er.knutd.edu.ua/handle/123456789/15375.
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KHODADAD, KASHI GHAZALEH. "Fashionfever-A study on the fashion bloggers’ influence on the MeWe-generation’s fashion consumption." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20175.
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AbstractDuring the recent years the fashion business has taken huge place on the Internet as a result of the emerging social media tools. One of these tools, which is the focus of this thesis, is the fashion blogs which over the past years become more popular and are today seen as a source of information and inspiration for fashion styles and upcoming trends. The boom of fashion bloggers resulted in less control by the magazines and fashion houses. Furthermore, the shift in generation that the world has faced shows that the people of 1980’s, so called the MeWe’s, are the ones who are taking over the society, such as the labour market.“The main purpose with this thesis is to examine and analyze the implications of the blog-development for fashion consumers in the MeWe-generation.”In order to perform my research I chose the qualitative approach where I interviewed ten women within the MeWe-generation. My purpose is to analyze the respondents' views and opinions in order to afterwards put it in relation to the secondary data collected. My goal has been to, as a result of the empirical materials, gain more understanding of the respondents’ views on in what extent they are being influenced by the fashion bloggers. Furthermore, the empirical study, analysis and the conclusion have been presented on the basis of following concepts within the theoretical framework: The MeWe-generation, Social Media, Blogs, Word of Mouth, Word of Mouth Marketing, Viral Marketing, Reference Groups, and Opinion Leadership.In conclusion, one could say that this study shows evidence that the MeWe-generation is being influenced by fashion bloggers. Their overall consumption behaviour is being affected by the frequently updated blogs and they are also gaining more trust towards the fashion bloggers since they can relate to them much more than to the models in the magazines. Also, as a result of the interactivity that occurs between the readers and the bloggers, a positive word of mouth is created which also increase the trustworthiness of the bloggers. Hence, one can say that by the way these fashion blogs are taking place in the MeWe-consumer’s everyday life, it is clear that they are here to stay and will remain their power of influencing them in their fashion consumption.Program: Magisterutbildning i fashion management med inriktning modemarknadsföring
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Шапошнікова, Д. О. "The influence of the fashion industry on interior design." Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/10802.
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Rossi, Alison. "Key Elements for Sustaining and Enhancing Influence for Fashion Bloggers." Kent State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1469485657.
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Kestler, Jessica L. "Intergenerational Fashion Influences: Mother/Daughter Relationships and Fashion Involvement, Fashion Leadership, Opinion Leadership and Information Seeking from One Another." Ohio University / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1261402077.
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Pears, Katherine Elizabeth, and katherine pears@student rmit edu au. "Fashion Re-consumption; developing a sustainable fashion consumption practice influenced by sustainability and consumption theory." RMIT University. Architecture and Design, 2007. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080109.084214.
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This thesis explores the problem of wasteful fashion consumption in light of the current need for individuals to develop a sustainable way of living. The Agenda 21 report from the Rio Earth Summit (1992) determined that sustainable consumption is an issue to be addressed in terms of resource conservation, waste reduction and a reduction of production pollutants. To date, in Australia, there are no policies or strategies in place to reduce wasteful consumption from the consumer's perspective and it is this research and policy deficit that this thesis research addresses. According to a recent national study of wasteful consumption, Australians spent approximately 1.7 billion dollars in 2004 on fashion garments and accessories that they did not wear (Hamilton et al. 2005). However, landfill statistics revealed that only a small proportion of textile waste (of which clothing is a subsidiary category) contributes to landfill (ABS, 1998). This discrepancy between the annual expenditure and the contribution of clothing to landfill informed the research hypothesis; that the greater majority of these inactive fashion garments are hoarded in wardrobes rather than disposed of. This hypothesis was tested through an action research case study in the form of a clothing exchange event and related data collection and analysis (part 2 of the thesis). The additional objectives of the clothing exchange event were to activate
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Nilsson, Linnéa. "Textile influence : exploring the role of textiles in the product design process." Licentiate thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-3716.
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Textile materials and textile design are a part of countless products in our surroundings, as well as of diverse design fields and industries, with very different material traditions and working methods. Textile materials and industry have undergone many changes during recent decades, in terms of how and where textiles are produced, and what textiles can be and do; in much the same way, the design practices that textiles are involved in have also developed. What these diverse and evolving design contexts in which textiles are involved in have in common is that textile materials and textile design decisions somehow meet the rest of the design during a design process. The aim of this thesis is to add to our understanding of the relationship between textiles and products in the design process, and to explore the roles that textile design plays when designing textile products, the roles they can come to play when textiles become more complex and offer new means of functionality and expressiveness, for example through smart textile technology. This thesis presents two types of result: Firstly, descriptions of textile product design processes that highlight the wide range of roles that textiles can play in the textile product design processes of today, accentuate how textile materials and design decisions can influence both what can be designed and the design process, and describe some of the additional complexities that come with designing and designing with smart textiles. These examples are presented in the appended papers, and are the outcome of an observation of students who were designing textile products and collaborative, practice-based design research projects. Secondly, this thesis presents a theoretical framework which aims to offer a broad perspective on the relationship between textile design and the product design process, with the intention of opening up for reflection on how we design, and can design, with textiles. The framework focuses on how textile design decisions and textile materials participate in the process, and to what degree they influence the development of the design; this includes methods, questions, etc. that can be used to explore and define this dynamic. One of the main points of the framework is the importance of the textile influence in textile product design processes; the specific qualities of textiles as a design material - the considerations, possibilities, and challenges, which influence both the design of the product and the process of designing it. This includes not only the textiles in the final design, but also the textiles that, in other ways, feature in this process.
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MONCORES, ALINE MOREIRA. "MANGUE FASHION: THE INFLUENCE OF THE MANGUEBEAT MOVEMENT ON THE FASHION SCENE OF THE STATE OF PERNAMBUCO." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2006. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=9466@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIROO trabalho faz parte de uma pesquisa descritiva, que visa analisar as contribuições da Cena Mangue à moda pernambucana. Observando as apropriações dos elementos simbólicos e iconográficos da Cena na produção intelectual e material de moda no Estado de Pernambuco. O estudo foi desenvolvido a partir da combinação de métodos de pesquisa, com consultas aos materiais disponíveis da época até os dias atuais (pesquisa bibliográfica e iconográfica) e uso de técnicas de entrevista. E finalmente visitas à cidade de Recife para coleta de documentos e entrevistas.
That is descriptive research, which analyses the Cena Mangue´s contributions to the fashion of Pernambuco. By observing the appropriation of iconographic e symbolical elements of the Cena in both the intellectual and material productions, in the fashion of the state of Pernambuco. The study is composed through a combination of research methods, with consultation of materials available from that period until today (bibliographical and iconographic research), as well as through the use interview techniques. And finally, visits to the town Recife, in order to collect documents and interviews.
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Schröder, Alex, and Per Surber. "Fashion, fashion. We love it. How can Influencer Markeitng be a hit? : En kvalitativ studie över hur modevarumärken kan öka CBBE genom Social-Media-Influencer-Marketing." Thesis, Högskolan i Gävle, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-36374.
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Bertilsson, Ellinor, and Alphen Laura van. "From Fast to Slow: Can influencers make us shop more sustainably? : A quantitative study investigating the impact of influencers and their communities on fashion purchase intent and circular behavior." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48252.
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Research questions: How do social media influencers affect fashion purchase intent? How is slow fashion behavior affected by social media influencers? Purpose: The purpose of this paper is to investigate the possible effects that social media influencers have on slow fashion behavior, in addition to explore the effects of social media influencers on fashion purchase intent. Method: This research was conducted through a quantitative study and the data was collected using an online survey. The survey was constructed and distributed in collaboration with a research group at Mälardalen University. Conclusion: This study confirms that influencers have the possibility to influence consumers’ behavior and provides initial insight into how their communities can affect consumers. The study concludes that influencers can persuade consumers to purchase fashion products online. However, there is ambiguity into how much influencers affect consumers. The study showed that the relationship between influencers and their communities is not clear, and especially how the two concepts interact in the way they influence consumers to behave more sustainably. Despite the complex relationship, both have the capability to positively and negatively affect consumers’ slow fashion behavior. While consumers may not employ all behaviors favorable in the slow fashion movement, any positive behavior will make a difference.
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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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Steffie, Muvira Johanna. "Sustainability communication : Trend institutes’ influence on thedecision-making of a fashion designer." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-972.
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Purpose & research questions: The purpose of this paper is to investigate the roleand influence trend institutes have on the decision a designer makes in the designand development of a garment/product’s lifecycle. Theoretical approach: The theoretical framework is based on the theories ofsustainability and trends but also on previous studies and models concerning thefashion design process and the environmental aspects of a garment’s lifecycle. Research Approach: The research uses a qualitative method based on multiple casestudies as research design. Conclusion: This research reveals that trend institutes have little or no influence atall for small, independent and high-end fashion designers, especially in sustainablefashion design because trend institutes are not perceived as knowledgeable enough oradvocates, yet. However, it is important to bear in mind the need to maintain thepicture of the high-end fashion designer as the one and only fashion contributor.Furthermore, The research evidences that there is no such thing as sustainabilitycommunication at trend institutes.
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Manneh, Mariama. "The Influence of Social Media on E-commerce : Fast Fashion Multinational Companies." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-23842.
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Aim: The aim of this thesis is to analyse the influence of social media on fast fashion e-commerce multinational businesses and to identify the aims of Corporations using social media and why they adopt it as a marketing strategy to meet their long term objectives. Methodology Approach: This research study utilised a qualitative approach which comprises of primary and secondary data in order to conduct research and gather empirical evidence to evaluate the research aims and questions and to fill the gap that previous researches have not sufficiently covered. This thesis involved the use of a multiple case study by interviewing four international fast fashion companies based in Sweden, Stockholm. These companies are Bik Bok, River Island, Monki and Vero Moda. The researcher used a face to face interview method and telephone method. In total ten (10) interviews have been conducted. Findings: The main finding of this research study is that the four e-commerce companies employed social media as a marketing strategy. Through thorough analysis it was found that Instagram was the most dominant of all social media platform. The use of social media marketing is vital for these fast fashion e-commerce businesses as they can have direct contact with their customers, attract new customers and to get to know their target market. These four companies opened an e-commerce business to offer product datasheet and to expand market for niche products. However, social media have also influenced few of these e-commerce businesses by the use of word of mouth. Limitations: The limitation of this study is the lack of having the perspective of managers in the department of social media. The work could have been improved if the researcher was able to be in contact with those people in order to have a better validation of this research study. Moreover, there were inadequate resources or authors that have specifically covered the influenced of social media on fast fashion e-commerce firms and how they operate. This could be seen as the research gap. Suggestions For Further Research: As this research study only covers the influence of social media on fast fashion e-commerce businesses.Further study can be conducted on the perspective of fast fashion e-commerce customer’s perspective. Moreover, a bigger sampling of respondents can be collected rather than only collecting data from 2 or 3 people from each company. There might be a possibility if the chosen sampling was bigger; the researcher could have had more concrete and solid research study.
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Brodin, Holmstedt Nina. "The new gatekeepers of fashion week : A qualitative study of the influencers role at fashion week." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12800.
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Aim of the research: This research aims to create an understanding for the new ways in which global fashion influencers’ attending fashion week are contributing to the presentation of it as gatekeepers and distributors of information and fashion knowledge, and how this rolea dds new perspectives to how fashion week is presented. Method: The research has been limited to analysing the material of six global fashion influencers, with a total following of 28 million people, during the major fashion weeks of Spring/Summer 2017 and Autumn/Winter 2017. The material has been collected and analyzed using a qualitative content analysis, also called ethnographic content analysis, with focus on distinguishing common characteristics in the text. Findings: The results have shown that the fashion influencers have contributed to the presentation of fashion week in several new ways, with the greatest characteristic being sharing a broad picture of what is going on during fashion week. The influencers are also sharing insight to exclusive fashion shows and events that have traditionally not been shared with the public. More over, the fashion influencers are sharing their personal perspectives and experiences of fashion week as well as their personal taste and opinions regarding fashion trends and other things. They are also adding a new commercial and promotional focus while presenting an idealized image of fashion week to their followers. The findings are indicated that the fashion influencers have established an important role at fashion week, which in turnis affecting the presentation of it. Contributions: The findings presented in this research can be of relevance for those who wants to understand the fashion influencers’ role during fashion week, for instance fashion brands and designers who wishes to learn how to engage with the fashion influencers’ from a business and marketing perspective. Considering social media and the fashion influencers affecting the presentation of fashion week as societal changes, the findings can also be relevant for fashion researchers who wishes to understand how these changes are affecting the presentation of fashion week and the fashion industry.
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Dai, Cuixiang. "A path to social upheaval : media and the construction of revolutionary fashion." HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1175.
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Sturgill, Aaron A. "An Investigation of College Men's and Women's Fashion Adoption Influenced by Celebrities." Ohio University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1308166054.
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Price, Cecily, Ashlynn Breland, Tiarra Gipson, Catisha Jones, and Faith Baker. "Do Instagram "likes" Influence High Schoolers' Self-Esteem." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/secfr-conf/2020/schedule/35.
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For Research and Application our group decided to do research on the influence Instagram has through high schoolers' and their self-esteem. The reason we choose high school students is because, a lot of groups within our class were focusing on college students and self-esteem through Instagram. The way we collected our data was by sending out a survey asking question about how many likes were satisfactory to these students and did it influence their self-esteem. We also use Rosenberg's self-esteem scale to see how this influenced their self-esteem. Through this research we found that with the literature reviews Instagram does influence ones self-esteem, but through our survey we found that Instagram does not influence ones self-esteem.
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Liu, Jing. "Online shopping diffusion in China : A study of factors that influence adoption." Thesis, KTH, Samhällsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-120501.
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Sachpekidou, Melina, and Moa Bertilsson. "Influencer marketing i klädbranschen : En kvantitativ studie om hur generation Z:s attityder till mode och kläder påverkas av influencer marketing." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105783.
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Syftet med den här studien är att skapa en förståelse kring hur kvinnor inom generation Z:s attityder till mode och kläder påverkas av influencer marketing som marknadsföringsstrategi. Det grundar sig i att det har identifierats ett antal kunskapsgap som att det saknas forskning på generation Z som konsumenter och även inom fenomenet influencer marketing. Dessutom på förändrade digitala konsumentbeteenden i och med pandemin Covid-19. Vidare har en framtidsanalys presenterats för att försöka täcka upp för de kunskapsgap som identifierats. Resultaten från studien visar att kvinnorna inom generation Z:s attityder till mode och kläder i högsta grad påverkas av influencer marketing. Då de dagligen använder sig av sociala medier och det faktum att det har kommit att bli en normalitet inom generationen att söka efter inspiration till mode och kläder via influencers på sociala medier. Attityder gentemot företag och influencers inom klädbranschen och således mot mode samt kläder påverkas också av faktorer som en influencers tillit och expertis. Det vill säga, generationen följer influencers de anser som pålitliga och de med tillräckligt hög genomslagskraft ses då även som pålitliga även i andra områden. Vilket innebär att företag som samarbetar med “rätt” influencers hamnar inom konsumenternas radar och i och med det kan påverka attityderna åt sin fördel.
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Ha, Young. "The influence of online visual merchandising on consumer emotions moderating role of consumer involvement /." Columbus, Ohio : Ohio State University, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1135134346.
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Birk, Valerie J. "Using Surrealism to create screen printed textile designs for a clothing line." Virtual Press, 1999. http://liblink.bsu.edu/uhtbin/catkey/1136697.
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The purpose of this creative project was to create a functional and aesthetically pleasing line of garments. The goals of this project were to: 1) produce three textile designs (motifs), 2) screen print the textile designs on fabric, and 3) design and construct a functional/aesthetically pleasing garment line using the three original textile motifs. There were several processes involved in creating the end result. The processes involved in this project were designing a motif for fabric, screen printing the designs on to the fabric, and designing and constructing the clothing line.The work of three artists from the Surrealism movement in art history were used as a source of inspiration for designing the motifs printed on the fabric. The three artists were Joan Miro, Salvador Dali and Max Ernst.The images of the motifs were first sketched and redrawn on the MicroDesign I Cad system. The motifs were printed on 100% cotton using the stencil process in screen printing. Five alternating colors were used to print the three different images. After the fabric was printed, three garment designs were created to be constructed using the new fabric. The patterns for the garments were created using the draping method for pattern making.The results of the project were favorable. The fun spirited motifs represented the feel of the Surrealist movement. The completed garments looked like the original illustrations. Although much was achieved through this project, it far exceeded the time expectations for completion.Department of Family and Consumer Sciences
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Shrader, Melissa. "PERCEIVED INFLUENCE OF THE PORTRAYAL OF WOMEN IN BEAUTY AND FASHION MAGAZINES ON BODY IMAGE." Master's thesis, University of Central Florida, 2007. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/4156.
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This investigation examines how women perceive that magazines influence the body image of self and others. Seventeen audio-taped in-depth interviews were conducted with college women who read beauty, fashion, and grooming magazines frequently. These interviews were transcribed, coded, and analyzed and the data developed into topics of importance. The findings indicated that informants perceived other women were influenced more by images of women in the media than they themselves were influenced. However, informants did not advocate behavior changes for others or hold pro-censorship attitudes. Other findings include favorable perceptions of magazines utilizing larger sized fashion models, negative attitudes towards advertising, and a reverse third-person effect when the 'other' is male. These findings are consistent with existing research on the third-person effect.M.A.
Nicholson School of Communication
Sciences
Communication MA
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Hunt, Patricia Kay. "The influence of fashion on the dress of African American women in Georgia : 1870-1915 /." The Ohio State University, 1990. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487676847116959.
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Cordier, Astrid. "The influence of 1950s fashion photographers, Richard Avedon and Irving Penn, on photographers Matthew Rolston and Steven Meisel." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008112.
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Photography has been used to record and document periods in time, which Wells (2001:19) acknowledges by stating that, “…photographs are records and documents which pin down the changing world of appearance”. Richard Avedon and Irving Penn made a significant contribution to fashion photography during the 1950s but this has seldom been explored in a scholarly way. By defining the characteristics of Avedon and Penn’s work, a possible understanding of their influence on contemporary fashion photographers, Matthew Rolston and Steven Meisel may be determined and so expand on the understanding of the contribution of Avedon and Penn to contemporary fashion photography. Avedon, Penn, Rolston and Meisel’s fashion photographs will be visually analysed to show the similarities and the relevance of 1950s fashion photography to contemporary fashion photography. Paul Martin Lester’s (2003) method of visual analysis will be used as the basis for this analysis. The reason for choosing Lester’s methods of visual analysis is that it can be applied to all fields of visual art and design. Contemporary fashion photography draws on many different stylistic devices and periods in history for its re-invention, so it is important to understand what constitutes the defining characteristics of a stylistic period in history to be able to revisit it in contemporary photography.
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Rooth, Arosemena Alexia. "La relación entre las acciones de marketing digital y la intención de compra de carteras de lujo en mujeres de 28 a 39 años del NSE A y B+ en Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652685.
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El objetivo del presente estudio busca determinar la relación entre las acciones de marketing digital y la intención de compra de carteras de lujo en mujeres de 28 a 39 años del NSE A y B+ en Lima. Dicho tema es de importancia para el marketing de esta industria y el mercado peruano, pues el interés por la moda y las tendencias está incrementándose y el acceso a ello esta creciendo cada vez más de manera virtual.
Las acciones de marketing digital se midieron por medio de las siguientes dimensiones: la presencia en redes sociales implementadas por las marcas de carteras de lujo, el acceso al contenido digital por parte de las mismas y el contacto y seguimiento de influencers reconocidas dentro del ámbito de moda. El estudio demostró que existe una relación positiva entre la presencia en medio sociales y el acceso al contenido digital con la intención de compra de esta categoría de productos. El resultado respecto al seguimiento de influencers fue mixto.
Asimismo, se ha demostrado que la implementación de dichas acciones permite a estas marcas obtener mejor exposición y relación con las clientas. Debido a ello, el contenido –calidad, distribución e información adecuada- es muy importante para consolidar la imagen de marca y el estilo de vida que estas buscan proyectar y que las consumidoras, a su vez, buscan reflejar por medio de la compra.
Además, es importante resaltar la transversalidad del mercado peruano en cuanto al segmento de carteras de lujo; existen distintos tipos de consumidoras -en función del poder adquisitivo- que buscan comprar carteras de lujo y, por ello, es preferible plantear un enfoque aspiracional en la comunicación y las acciones de marketing de las marcas.The objective of this study seeks to determine the relationship between digital marketing actions and the intention to purchase luxury handbags in women between 28 and 39 years of age from the NSE A and B + in Lima. This topic is of importance for the marketing of this industry and the Peruvian market, since interest in fashion and trends are increasing and the access to this information is growing more and more virtually every time. Digital marketing actions were measured through the following dimensions: the presence in social media implemented by luxury handbag brands, access to digital content by them and the contact and monitoring of recognized influencers within the scope of fashion. The study showed that there is a positive relationship between the presence in social media and access to digital content with the intention of purchasing this category of products. The result regarding the following of influencers was mixed. Likewise, it has been shown that the implementation of these actions allows these brands to obtain better exposure and relationship with clients. Due to this, the content –quality, distribution and adequate information- is very important to consolidate the brand image and the lifestyle that they seek to project and that the consumers, in turn, seek to reflect through the purchase. In addition, it is important to highlight the transversality of the Peruvian market in terms of the luxury handbags segment; There are different types of consumers - depending on purchasing power - who seek to buy luxury portfolios and, therefore, it is preferable to propose an aspirational approach to communication and marketing actions for brands.
Trabajo de investigación
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Quiterio, Capeli Marilia. "Micro-influencers’ impact on engagement levels for fashion retail brands on Instagram." UNF Digital Commons, 2019. https://digitalcommons.unf.edu/etd/884.
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With the increase of social media usage and its relevance for the millennial generation, social media influencers rise as credible sources who influence their followers purchase behaviors. Micro-influencers have up to 400,00 followers and fashion brands are constantly collaborating with them to generate brand awareness. The purpose of this study is to analyze how micro-influencers impact engagement levels on fashion retail brands’ accounts on Instagram and what common visual patterns the posts with higher levels of engagement present. A sample of 817 posts from three different brands were analyzed to provide insight in what kind of posts generates higher engagement levels: motivational posts, product posts, model/catalog, micro-influencer, influencer, or none of the above. A content analysis was conducted and after all the posts were coded, the top 100 with the highest engagement levels were submitted to a frame analysis so common patterns and themes could be recognized among the top engagement posts.
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Macavei, Iunona Georgiana, and Afshana Saleh. "Do they really get influenced? : A psycho-social study examining the presence of fashion SMIs on Swedish female consumers' fashion related purchasing decisions." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-447128.
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Consumers now more than ever are concerned by a teeming pool of social and cultural powers-Social Media Influencers (SMI)-that influence their purchasing decisions. Fashion as one of the most extensive industries in the world has spurred the rise of fashion SMIs on Instagram. As such , identifying that previous literature has studied female and male consumers jointly, this thesis thus, by employing a psycho-social methodological approach and a Consumer Culture theory perspective, takes a rather explorative modus operandi in trying to understand the perception of Swedish female consumer toward fashion SMIs while identifying the factor related to fashion SMIs that contour Swedish female consumers perceptions and facilitate purchasing decisions. Some of the findings are 1) fashion SMIs that are always presenting their perfect self are considered mischievous, 2) fashion SMIs consumers to discover their true selves, 3) fashion SMIs expertise is highly valued when seen outside a collaboration, 4) fashion SMIs trustworthiness is enhanced when they also present the flaws of their lives,5)consumers are rational buyers and regardless of the great influence of fashion SMIs, they finalize their purchasing decisions based on their needs, product attributes, and opinions received from friends and family.
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JU-PING, HO, and LI FEI. "The influences of physical environment of multi-brand fashion retail store on consumer's behavior." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20326.
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The overall purpose of this research was to understand how consumers perceive physical environments from multi-brand fashion retail stores. According to Solomon and Rabolt (2008), a well-design of store environment can fulfill consumer’s shopping process with a pleasant, efficient and enjoyable experience. Since many researchers have proved that the store environment directs consumer’s shopping experience, by investigating consumer’s behavior with psychological and physical perceptions in a store is the approach for retailers to create more business opportunities in a competitive fashion industry today.Through literature review we know, the development of retail stores from eighteenth century until today, it changes by social, culture, economic factors as well as consumer behavior. From the history, it also illustrates how a multi-brand fashion retail store grows in today’s Swedish market. Customers’ interview is the important approach to know how consumers experience shopping and perceive the environment in the multi-brand fashion retail stores. Because of consumers’ demographic differences, the perceptions from the same store environment lead to either positive or negative feelings. By interviewing the store staffs, the companies’ management and store display strategies are provided and it is helpful to analyze and compare in parallel. The retailer applies appropriately store designing strategy to focus on a certain group of consumers is useful to find its target consumers as well as appealing to target consumer’s satisfaction with shopping experience. Based on the interview result, the perceptions both from consumers and retailers are discussed. According to the analysis of the results, recommendations are given for tangible and intangible improvements. In terms of visible improvements, the retailers may improve visual communication and lighting design in the store environment which enhances consumer’s attitude toward positive perception and exceptions. Sending positive knowledge is an invisible channel to influence consumer behavior, and it is sure that consumers are willing to learn what they are interested. Furthermore, improving visual merchandise management is an approach to compete increasing number of outlets in the market which could be achieved by professional employees and training processes.To design or create a better physical environment of multi-brand fashion retail store, it not only follows the retailer’s marketing strategy and company orientation, but also concerns for consumers’ needs toward positive influences. A consumer’s perception from a store environment decides his or her attitude and behavior. If consumers are satisfied with the store, they will tell an average of 5 other people, whereas disappointed consumers may talk to more people and never return to the store. (Hines and Bruce 2008) To develop a better physical environment of a multi-brand fashion retail store, it relies on interacting of influences between consumers and retailers.Program: Magisterutbildning i fashion management med inriktning modemarknadsföring
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Jonasson, Jennifer, and Carolina Levinsson. "Influencer marketing : Mode- vs. IT-branschen." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21640.
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Influencer marketing är ett växande fenomen och blir alltmer vanligt som marknadsföringsverktyg på sociala medier. Efter att granskat tidigare forskning upptäckte vi att det tidigare inte forskats mycket kring hur influencer marketing skiljer sig åt mellan olika branscher. Syftet med studien är att ta reda på vilken roll begreppen trovärdighet och identitethar i mode- (hedonism) och IT-branschen (utilitarism/hedonism) när det gäller användandet av influencer marketing, ur ett samhällsperspektiv. Resultatet ska bidra med ökad förståelse kring upplevda skillnader mellan de olika branscherna som i sin tur kan bidra med information tillföretag som klassificeras som hedonistiska och utilitaristiska vid deras användande av influencer marketing. Frågeställningarna som ställdes var:1. På vilket sätt kan mode- och IT-branschen kopplas till hedonistiskt samt utilitaristisktvärde?2. Vilka skillnader, kopplat till begreppen trovärdighet och identitet, uppleverkonsumenterna att det finns av användningen av influencers på sociala medier inom mode- respektive IT-branschen? För att kunna besvara studiens frågeställningar inleddes studien med en så kallad förstudie. Förstudien bestod av två semistrukturerade intervjuer, en med ett IT-företag och en med ett modeföretag. Målet med förstudien var inte att genomföra en fulländad kvalitativ studie utan målet med förstudien var att få en inblick i ämnet vi valt att skriva om och hur branscherna såg på ämnet. Syftet med förstudien var också att tillsammans med svaren som erhållits frånenkätundersökningen kunna besvara studiens två forskningsfrågor. Studiens huvudfokus var enkvantitativ studie med en enkätundersökning som spreds via Facebook, e-mail och sms. Målet med enkäten var att fånga upp konsumenternas perspektiv på influencer marketing på sociala medier kopplat till upplevda skillnader mellan mode- och IT-branschen kopplat till studiens tvåhuvudbegrepp identitet och trovärdighet. Resultatet av studien indikerar att modebranschen upplevs ligga i framkant när det kommer tillanvändandet av influencer marketing. Detta kan till stor del bero på själva användandet av modeprodukter jämfört med IT-produkter. Modebranschen går främst att koppla tillhedonistiska värden medan IT-branschen är svårare att definiera. Detta kan ha haft en storpåverkan på varför IT-branschen inte använder sig av influencer marketing i lika stor grad som modebranschen gör. Studien kom dock fram till att det finns belägg till att IT-branschen, som har inslag av såväl hedonistiska värden som utilitaristiska, även kan erhålla positiva effektergenom användandet av influencer marketing. Studien tyder på att det inte existerar någon större skillnad när det kommer till trovärdighet mellan branscherna. Det upplevs vara av betydanderoll för såväl mode- som IT-branschen. När det kommer till identitet gav studien dock belägg på att det finns en skillnad mellan branscherna, då identitet upplevs vara viktigare förmodebranschen. Vilket kan bero på att identitet spelar en större roll när det kommer till merhedonistiska branscher.Influencer marketing is a growing phenomenon and is becoming more and more common as a marketing tool on social media. After reviewing previous research we discovered that there has not been much research in the past about how influencer marketing differs between different industries. The purpose of this study is to find out what role the concepts of credibility and identity have in the fashion- (hedonism) and the IT-industry (utilitarianism / hedonism) when it comes to the use of influencer marketing, from a societal perspective. The result will contribute to increased understanding of perceived differences between the various industries, which in turn can contribute information to companies classified as hedonistic and utilitarian in their use of influencer marketing. This essay will be written in Swedish and the questions this study examines are: 1. In what way can the fashion and IT industry be linked to hedonistic and utilitarian values? 2. What differences, linked to the concepts of credibility and identity, do consumers perceive that there is between the fashion- and the IT-industry when it comes to the use of influencers on social media? To be able to answer the study's questions, the study started with a so-called pree study. The pree study consisted of two semi-structured interviews, one with an IT company and one with a fashion company. The aim of the pree study was not to carry out a complete qualitative study, instead the purpose of the pree study was to gain an insight into the subject we have chosen to write about and how our representatives of the industries looked at the subject. The purpose of the pree study was also to be able to answer the two research question, together with the answers obtained from the survey. The main focus of this study was a quantitative study with a survey conducted via Facebook, e-mail and sms. The aim of the survey was to capture consumers’ perspectives on influencer marketing on social media linked to perceived differences between the fashion- and IT industry linked to the study's two main concepts of identity and credibility. The result of our study indicate that the fashion industry is perceived to use influencer marketing more often, which can depend on the use of fashion products compared to IT products. The fashion industry is mainly linked to hedonic values while the IT industry is more difficult to define. This may have had a major impact on why the IT industry does not use influencer marketing to the same extent as the fashion industry does, but the study concluded that there is evidence that the IT industry, which has elements of both hedonic and utilitarian values, can also obtain positive effects through the use of influencer marketing. The study indicates that there is no greater difference when it comes to credibility between the industries. It is perceived to be of significant role for the fashion industry as well as for the IT industry. When it comes to identity, the study showed that there is a difference between the industries. IIIIdentity is considered to be more important for the fashion industry. Which may be because identity play a larger role when it comes to more hedonistic industries.
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Rusanen, Hanna, Alena Lashkova, and Pinja Luoma-Nirva. "How Promoted Social Entrepreneurship Activities Influence Consumers' Perceptions and Purchase Decisions." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26779.
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Social entrepreneurship is a promising approach in addressing social issues, however, it is still relatively new to consumers. There is an increase in demand for products that have a positive social reputation. In order to reach consumers, social enterprises need promotion. It is crucial for social enterprises since they are competing for public awareness of the company itself and its social mission. Social enterprises are addressing social issues and striving to reach their missions through different activities. There is little research available of perceptions and purchase decisions of different consumer groups regarding social entrepreneurial activities. The purpose of the thesis was to examine how consumers perceive social entrepreneurship activities within the fashion industry and consequently, how consumers’ purchase decisions are affected by these activities. To fulfil this purpose, existing literature was reviewed and an online questionnaire was conducted. Total amount of 235 people living in Sweden participated in the questionnaire. Promoted social entrepreneurship activities were observed through the Social Entrepreneurship Map and the results showed that activities related to ‘Job creation’ and ‘Help focus’ sector were the ones represented in the fashion industry. It was discovered that the promoted social entrepreneurship activities within ‘Job creation’ sector were triggering more positive associations than ‘Help focus’ activities. Despite the positive overall perception of the activities, the majority of consumers had not purchased products from social enterprises. The results showed that overall consumers were willing to purchase products from companies engaging in social entrepreneurship activities. Additionally, a positive correlation was found between purchase decisions and willingness to buy in the future. The more consumers had purchased products before, the more willing they were also to purchase in the future.
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Moresjö, Sanna, and Yue Xin. "Does CSR really influence Millennials' purchase decisions? : A qualitative study on attitudes toward the fast fashion industry." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48960.
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Background: The phenomenon of CSR has become an increasingly adopted strategy among companies, as a result of the frequent discussion on climate change. At the same time, consumers have attained further awareness regarding sustainability and how consumption impacts the environment. Further, the fast fashion industry has been highlighted as one of the most harmful and unethical industries that negatively impacts the environment and lives of all. Thus, it is interesting to explore which factors influence consumers’ purchase decisions, and determine whether sustainability and CSR are taken into consideration. Purpose: This thesis aims to explore millennial consumers’ attitudes toward Corporate Social Responsibility (CSR), as well as which factors consumers take into consideration when they are making purchase decisions. Method: In order to meet the research objectives, data has been collected with exploratory and qualitative methods. The research philosophy follows interpretivism, and adopts an abductive approach. Furthermore, 13 semi- structured interviews were conducted, which aim to explore and provide and understanding for consumers’ attitudes and perception. Interview participants were selected based on a purposive sampling method, with two identified criteria. Additionally, a coding system was constructed based on the literature review, which was used to analyse the data collected from the interviews. Conclusion: The results, extracted from the empirical data and analysis, suggest that there are two categories with factors influencing millennial consumers’ purchase decisions. The first category includes product related factors, whereas the other category includes a number of consumer related factors. The empirical results further conclude that the participants generally experience positive attitudes toward sustainability and CSR, while product related factors are more influential in the decision-making process.
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Nilsson, Angelstedt Amanda, and Spetz Johan Friberg. "The more the merrier? : A study of fashion followers on Instagram and their influence on purchase intention." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-33986.
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Dwyer, Angela Ellen. "Teaching girls a lesson : the fashion model as pedagogue." Thesis, Queensland University of Technology, 2006. https://eprints.qut.edu.au/16259/1/Angela_Dwyer_Thesis.pdf.
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There appears to be little doubt about the nature of the relationship between the fashion model and the young girl in contemporary Western culture. Dominant literature, emerging from medico-psychological and feminist research, situates the model as a disorderly influence, imbued with the capacity to infect and, hence, distort the healthy minds and bodies of 'suggestible' young girls. Opposing these perspectives is a smaller, more recent body of literature, emerging from post-feminist work that argues that the model-girl relationship is a delightful influence. Thus, the contemporary field of scholarship reveals an increasingly dichotomous way of thinking about fashion model influence: the model influences young girls in ways that are disorderly or delightful, never both.
This thesis argues that to assume that the model-girl encounter is 'neatly' disorderly or delightful is shifty at best. It suggests that, in their rush to judge the fashion model as either pernicious or pleasurable, existing literature fails to account for the precision with which young girls know the fashion model. Using poststructuralist theory, the thesis argues that 'influence' may be more usefully thought of as a discursive effect, which may produce a range of effects for better and worse. Following Foucault (1972), fashion model influence is interrogated as a regime of truth about the model-girl encounter, constituted discursively under specific social, cultural and historical conditions. In so doing, the thesis makes different sense of fashion model influence, and questions influence as an independently-existing 'force' that bears down on vulnerable young girls.
Drawing on a poststructural conceptual architecture, this thesis re-conceptualises the model-girl encounter as a pedagogical relationship focused on the (ideal) female body. It suggests that the fashion model, as an authoritative embodied pedagogue, transmits knowledge about 'ideal' feminine bodily conduct to the young girl, as attentive gazing apprentice. Fashion model influence is re-interrogated as the product of certain forms of disciplinary training (Foucault, 1977a), with young girls learning a discursive knowledge about how to discipline the body in ways that are properly feminine. Such a perspective departs from the notion that fashion model influence is necessarily disorderly or delightful, and makes possible a re-reading of influence in terms of learning outcomes.
A problematic arises conceptualising the fashion model in this way. To consider the model as a 'good' teacher breaches a number of discursive rules for best pedagogical practice in postmodern times: She is not a pedagogue of the mind; she is not student-centred, facilitative, asexual, interpersonally engaged, relational, or authentic. To create a space for thinking differently about the model as a teacher, then, the thesis looks to ancient historical times and places in which female-to-female and body-to-body pedagogies were practised and understood.
The first phase of the research project embedded in this thesis defamiliarises pedagogical work using historical texts from ancient Greece. It examines in particular the erotically embodied pedagogical relationships conducted between older, authoritative elite prostitutes known as hetairae, and their younger female apprentices. The discursive rules governing these pedagogical relationships are examined with a view to diagnosing the model-girl encounter in terms of these rules. These rules are then used to interrogate ethnographic data generated through observation of the model-girl encounter in situ in a modelling course, and through focus group interviews with groups of young girls.
Working through notions of corporeal embodiment, self as art, desire, discipline, stillness, spectacle, the gaze and the conduct of conduct, the study interrogates the model-girl encounter as a contemporary pedagogical encounter. To avoid reaffirming more traditional binaries, the reading of data is ironic, working within and between binaries such as disorder/delight. Three ironic categories of femininity are produced out of the analysis: unnaturally natural, stompy grace and beautifully grotesque. These categories 'speak' the fragmentation, fissure, contradiction, inconsistency and absurdity that permeate the talk of young girls and model-girl pedagogy in the modelling classroom. Thus, the thesis offers up an analysis of the model-girl encounter that refuses the neatness and uni-dimensionality that characterises existing literature.
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Dwyer, Angela Ellen. "Teaching girls a lesson : the fashion model as pedagogue." Queensland University of Technology, 2006. http://eprints.qut.edu.au/16259/.
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There appears to be little doubt about the nature of the relationship between the fashion model and the young girl in contemporary Western culture. Dominant literature, emerging from medico-psychological and feminist research, situates the model as a disorderly influence, imbued with the capacity to infect and, hence, distort the healthy minds and bodies of 'suggestible' young girls. Opposing these perspectives is a smaller, more recent body of literature, emerging from post-feminist work that argues that the model-girl relationship is a delightful influence. Thus, the contemporary field of scholarship reveals an increasingly dichotomous way of thinking about fashion model influence: the model influences young girls in ways that are disorderly or delightful, never both.
This thesis argues that to assume that the model-girl encounter is 'neatly' disorderly or delightful is shifty at best. It suggests that, in their rush to judge the fashion model as either pernicious or pleasurable, existing literature fails to account for the precision with which young girls know the fashion model. Using poststructuralist theory, the thesis argues that 'influence' may be more usefully thought of as a discursive effect, which may produce a range of effects for better and worse. Following Foucault (1972), fashion model influence is interrogated as a regime of truth about the model-girl encounter, constituted discursively under specific social, cultural and historical conditions. In so doing, the thesis makes different sense of fashion model influence, and questions influence as an independently-existing 'force' that bears down on vulnerable young girls.
Drawing on a poststructural conceptual architecture, this thesis re-conceptualises the model-girl encounter as a pedagogical relationship focused on the (ideal) female body. It suggests that the fashion model, as an authoritative embodied pedagogue, transmits knowledge about 'ideal' feminine bodily conduct to the young girl, as attentive gazing apprentice. Fashion model influence is re-interrogated as the product of certain forms of disciplinary training (Foucault, 1977a), with young girls learning a discursive knowledge about how to discipline the body in ways that are properly feminine. Such a perspective departs from the notion that fashion model influence is necessarily disorderly or delightful, and makes possible a re-reading of influence in terms of learning outcomes.
A problematic arises conceptualising the fashion model in this way. To consider the model as a 'good' teacher breaches a number of discursive rules for best pedagogical practice in postmodern times: She is not a pedagogue of the mind; she is not student-centred, facilitative, asexual, interpersonally engaged, relational, or authentic. To create a space for thinking differently about the model as a teacher, then, the thesis looks to ancient historical times and places in which female-to-female and body-to-body pedagogies were practised and understood.
The first phase of the research project embedded in this thesis defamiliarises pedagogical work using historical texts from ancient Greece. It examines in particular the erotically embodied pedagogical relationships conducted between older, authoritative elite prostitutes known as hetairae, and their younger female apprentices. The discursive rules governing these pedagogical relationships are examined with a view to diagnosing the model-girl encounter in terms of these rules. These rules are then used to interrogate ethnographic data generated through observation of the model-girl encounter in situ in a modelling course, and through focus group interviews with groups of young girls.
Working through notions of corporeal embodiment, self as art, desire, discipline, stillness, spectacle, the gaze and the conduct of conduct, the study interrogates the model-girl encounter as a contemporary pedagogical encounter. To avoid reaffirming more traditional binaries, the reading of data is ironic, working within and between binaries such as disorder/delight. Three ironic categories of femininity are produced out of the analysis: unnaturally natural, stompy grace and beautifully grotesque. These categories 'speak' the fragmentation, fissure, contradiction, inconsistency and absurdity that permeate the talk of young girls and model-girl pedagogy in the modelling classroom. Thus, the thesis offers up an analysis of the model-girl encounter that refuses the neatness and uni-dimensionality that characterises existing literature.
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Juhlin, Linus, and Miretta Soini. "How do influencer marketers affect brand associations? : a semiotic Instagram study in the sports fashion industry." Thesis, Högskolan Kristianstad, Avdelningen för Ekonomi och arbetsliv, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18290.
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Influencer marketing is an important tool to change and reinforce consumers brand associations. Influencers post content that is trying to create intended brand associations. The consumers’ reactions then decide what the realized brand associations are. The purpose of this study is to explore through semiotic and netnographic Instagram analysis how influencer marketing affects brand associations in the sports fashion industry. This research has a qualitative methodology and has used semiotic and netnographic analysis to explore the case of Gymshark. The research consists of 100 analyzed posts from Instagram influencers related to Gymshark. It was found that influencers’ personal brands affect the realized brand associations. Also, gender has an affecting role on both, intended and realized brand associations.
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Buinac, Paula, and Amanda Silén. "Marknadsföring genom influencers inom hotell : En kvalitativ studie om hur hotell använder sig av influencers i sin marknadsföring." Thesis, Örebro universitet, Restaurang- och hotellhögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-68715.
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JUNIOR, GERALDO PINTO DE GODOY. "MATURE WOMAN: A STUDY ON THE INFLUENCE OF THE COGNITIVE AGE IN THE ATTITUDE IN RELATION TO FASHION ADVERTISEMENTS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2010. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=16700@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIROOs avanços da medicina têm proporcionado aumento da longevidade e melhor qualidade de vida. Pessoas acima de 55 anos percebem-se como tendo idade inferior à sua idade cronológica, engajando-se em atividades não imaginadas há uma década. No caso das mulheres, o interesse por moda mostra-se alto nessa fase. Este estudo procurou investigar a influência da idade cognitiva da mulher madura em sua atitude em relação a anúncios de moda. Utilizando-se fotos de modelos femininos, conduziu-se um survey, com uma amostra de 164 mulheres, entre 55 e 70, anos residentes do Rio de Janeiro. Surgiram evidências de que mulheres maduras se vêem de acordo com sua idade cognitiva e que sua identificação é maior com modelos fotográficos que aparentam ter sua idade cognitiva. Ao se identificarem mais com a modelo, sua atitude positiva em relação à roupa apresentada no anúncio aumenta. Estas descobertas podem ser utilizadas para que empresas direcionem, de modo mais eficaz, não apenas suas campanhas publicitárias para esse mercado, como também o desenvolvimento de produtos e seu posicionamento de marca.
In recent years, advances in medicine have increased life expectancy and quality of life for people over 55. They feel much younger than their actual age and engage in activities that would have been unimaginable a decade ago. In the case of mature women, interest in fashion has also increased significantly. This study aims at investigating the relationship between women’s cognitive age and their emotional responses towards fashion advertising. A survey with 164 women aged 55 to 70 evidenced that mature women´s self-perception is in accordance with their cognitive age and that they identify themselves mostly with photographic models of their own age. In doing so, their positive attitude towards clothes shown by an advertisement also increases. This knowledge could be used by the marketing sector so as to direct more effective publicity campaigns to the market of mature women.
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Danka, Brigitta, Anna Grochowska, and Rijt Kim van. "Influence Towards a Sustainable Cashmere Supply Chain : A Case Study of a Medium Sized Luxury Fashion Manufacturer in Scotland." Thesis, Blekinge Tekniska Högskola, Institutionen för strategisk hållbar utveckling, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-14698.
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What other means of influence exist in business other than economic? That is the question we set out to answer in regards to the fashion industry and the specific supply chain of cashmere. The cashmere industry has been described as complex, therefore the research has taken a complex adaptive systems approach to investigate how relationships between parts give rise to the collective behaviours of a system and how the system interacts and forms relationships with its environment. This paper describes a qualitative case study research conducted to identify the potential influence that a small to medium enterprises can have on their supply chain actors to steer them towards sustainability. Looking specifically at the supply chain of one Scottish cashmere manufacturer within the luxury fashion industry we have assessed this company’s current reality to the Framework for Strategic Sustainable Development. This paper aims to present enablers and barriers towards influence, their correlations and complexity when looking at sustainability. In addition it will provide prescriptive thoughts for SMEs to support internal and external transition through sustainable development towards a sustainable cashmere supply chain.
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Jost, Auf Der Stroth Sebastian August Michael, and Aleksandr Sedov. "Citizen Influencers on Instagram : A quantitative study of persuasiveness and purchase intentions within the fashion industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85490.
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Background: With social media being ever present in today's marketing world, research guiding and aiding this phenomenon is of mount importance. With social credibility and source attractiveness being lucrative schemes on citizen influencers persuasiveness towards target followers on Instagram and ultimately the drive of online purchase intentions, a holistic approach is introduced to understand each key determinant of each phenomena. Purpose: The purpose of this study is to investigate the determinants of citizens influencers’ persuasiveness and its relationship with source credibility and source attractiveness, as well as determining a consumers’ online purchase intention on the social media platform Instagram. Method: The study was written in a quantitative manner, aiding the need for generalizable data within the field. An exploratory research design was used with web-based surveys sent out to the sample selection for completion. Main Findings: Four out of the five hypothesis regarding source credibility and attractiveness towards the persuasiveness of citizen influencers were rejected, indicating interesting results as it contradicts previous literature. Furthermore, online purchase intention hypotheses were found to have more positive alignments towards citizen influencers. Grounds for theoretical and practical implications as well as future research endeavors were found.
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SAMVAT, TARA. "The influence of authenticity and transparency- How authenticity and transparency become integral values of newly established fashion companies business models." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18139.
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Abstract Purpose: The purpose of this study is to investigate how the socio-cultural forces, authenticity and transparency, have become integral parts of newly established fashion companies’ business model in Sweden. Previous researches have focused on how to redesign conventional fashion companies´ business models. From an academic approach, the problem discussion emphasize on lacking research in how newly established fashion companies have made authenticity and transparency integral parts in their business model. The purpose has been answered by asking the following questions; How have authenticity and transparency influenced the innovators of newly established fashion companies in Sweden? Which parts of the business model have been altered in order to demonstrate the company´s authenticity and transparency? Method: This study is based on qualitative research method with an abductive approach. The empirical data collection has been performed through seven interviews, five emails and two face-to-face deep interviews. The theoretical framework and literature review have primary been based on previous researches in the research area. Conclusions: This study shows that newly established fashion companies in Sweden have made authenticity and transparency integral parts in their business model. This is strongly influenced by the companies’ founder, their characteristics and ability to understand and translate socio- cultural forces and integrate them into their business model. The design of the clothes and fabric selection, production techniques and supply chain, marketing strategies and communication tools in the business model have been altered in order to demonstrate the company´s authenticity and transparency. These changes have been implemented in order to meet consumers’ newfound desire for authenticity and transparency. Cues of craftsmanship, traceability in the production techniques and supply chain, creating storytelling in the marketing strategies have been added in order to enhance the consumers’ experience of the company´s authentic and transparent attributesProgram: Textilt management, fashion management
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Thongpila, Kamolchanok. "Fabricated Future : applying the Theory of Planned Behavior to influence purchaseintention of green fashion made from recycled plastic in Thailand." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21992.
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The purpose of this study is to investigate factors influencing the Thai millennial consumers’ intention to purchase clothing and accessories made from recycled plastic. The research relied on deductive reasoning through hypothesis testing; Statistical measurements were employed. Consequently, a descriptive quantitative research approach was utilized to conduct the study. The data were collected physically and virtually via a web-based survey. A total number of 393 responses from Thai millennial consumers who live in Bangkok and its vicinity were analyzed with the application of structural equation modeling. The result demonstrates that environmental concern, attitude, and perceived behavioral control have a significant relationship on purchase intention of green apparel, shoes, and accessories made from recycled plastic. Environmental concern also positively mediates the green attitude and has a stronger correlation toward attitude than purchase intention. The subjective norm, on the other hand, shows no significance.
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Bullen, Donald Alfred. "John Wesley : a man of one book? : a critical examination of the influences that fashioned Wesley's interpretation of the Bible." Thesis, University of Liverpool, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.722135.
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Murphy, Kelli H. "The Influence of Culture: A Comparison of White American and Hispanic American Teens Information Sources and Store Attribute Preferences." UKnowledge, 2012. http://uknowledge.uky.edu/mat_etds/7.
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The culture of America is changing now more than ever. With the Hispanic American population growing, it is important for retailers to understand how to market to these changing demographics. This study compares white Americans to Hispanic Americans in regard to store selection influences. Information sources and store attributes are analyzed as factors that influence store selection. It was found that acculturation of Hispanic American teens has created many commonalities between the two cultures. Future research could become be more in depth as to why these things occur or their effect on actual purchases.
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Espes, Frida, and Elsa Tylstedt. "Den hållbara microinfluencerns perspektiv." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14656.
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Microinfluencers är ett relativt nytt och outforskat fält inom marknadsföring och är en utveckling av den mer frekvent använda termen influencers. Microinfluencers har på senare tid väckt företagens intresse då de, till skillnad från influencers med en bredare följarskara, bedöms uppnå ett större engagemang och en högre grad av förtroende inom sin specifika nisch. I denna studie undersöks nischen hållbart mode och microinfluencers subjektiva uppfattning står i fokus. Det som studeras är microinfluencerns funktion, informationsflöden och samarbeten. För att få inblick i detta genomförs fyra semistrukturerade intervjuer. En kvalitativ innehållsanalys används för att bearbeta vårt datamaterial. När datamaterialet analyseras blir det tydligt att en microinfluencer fyller flera mångfasetterade och komplicerade funktioner. Funktioner som har kunnat urskiljas är: Att debattera och kritisera, att inspirera, att erbjuda information och vägledning, att marknadsföra, samt att agera företag och varumärke. Dessa samspelar med microinfluencerns informationsflöden där två kommunikatörer har kunnat bekräftas; följare och företag. Denna studie belyser även en till kommunikatör; andra influencers. I resultatet av denna studie relateras microinfluencerns funktion med dennes informationsflöden och utifrån detta presenteras rekommendationer och riktlinjer till företag i sina samarbeten med microinfluencers.Microinfluencers is a relatively new and unexplored field of marketing and is a development of the more commonly used term; influencers. Businesses has recently started to raise interest for microinfluencers, as they, unlike influencers with a broader range of followers, are expected to achieve greater commitment and a greater degree of trust in their specific niche. The niche explored in this study is sustainable fashion and focus lies in the subjective opinion of microinfluencers. The function of microinfluencers, their information flows and their view on collaboration is being studied. To gain insight into this, four semi structured interviews have been conducted. We have used a qualitative content analysis to process our data. When analyzing the data it becomes clear that a microinfluencer has several multifaceted and complex functions. Features that have been identified are: To debate and critizise, to inspire, to provide information and guidance, to market, and act as a company and brand. These interact with the microinfluencer’s information flows where two communicators have been confirmed; followers and companies. This study also shines a light on a third important communicator; other influencers. In the result of this study, the microinfluencers’ functions are related to their information flows, and with this as a basis recommendations and guidelines for companies in their collaborations with microinfluencers are presented. This thesis is written in Swedish.
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Stefanska, Beata, and Dena Farhadi. "The Impact of Influencer Marketing on Second hand Market : A study on how to increase the participation in the second hand market for apparel." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-171062.
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Introduction: The second hand market for apparel is a good alternative for making sustainable purchases, given that it does not contribute to textile waste to the same extent as the fast fashion industry. Consumers are aware of the current environmental issues, however they do not always act according to their knowledge. Therefore, this study is devoted to examine the possibility to increase the consumer’s participation in the second hand market for apparel, as a solution to the problem of textile waste. Purpose: The purpose of this study is to examine how influencer marketing can be used in order to increase the participation in the second hand market for apparel. Further, this paper examines the impact of the factors of price, environmental awareness and quality on sale and purchase of second hand apparel. Method: To implement this study both quantitative and qualitative methodologies have been used. For the quantitative part surveys have been constructed, to get a broader view of the consumer behavior. Furthermore, interviews with different consumers were held for the qualitative part, to get a deeper insight in the consumer behavior. The collected data has later on been a support for the analysis. Conclusion: This study shows that influencer marketing can indeed increase the participation on the second hand market for apparel, by increasing environmental awareness among the consumers. Moreover, the most influential factors are quality when purchasing, price when selling and environmental awareness both when purchasing and selling. Introduktion: Andrahandsmarknaden för kläder är ett bra alternativ om man vill fatta hållbara köpbeslut, då det inte bidrar till textilavfall i samma utsträckning som fast fashion industrin. Konsumenter är idag medvetna om befintliga miljöproblem, men det är inte alltid de handlar i enlighet med sin kunskap. Därför är denna studie egnad åt att undersöka möjligheten att öka konsumentens deltagande på andrahandsmarknaden för kläder som en lösning till textilavfallsproblemet. Syfte: Syftet med denna studie är att undersöka hur influencer marketing kan användas för att öka konsumentens deltagande på andrahandsmarknaden för kläder. Vidare, undersöker denna studie tre faktorers påverkan på köp och sälj av andrahandskläder. Dessa faktorer är pris, miljömedvetenhet och kvalitet. Metod: För att genomföra den studie har både kvantitativ och kvalitativ metod används. Till den kvantitativa delen har enkäter skapats för att få en bredare bild av konsumentens beteende. Vidare har intervjuer hållits med olika konsumenter till den kvalitativa delen. Detta har gjorts för att få en djupare insikt i konsumentens beteende. Den data som har samlats har senare varit stöd för den analys som har gjorts. Slutsats: Denna studie visar att influencer marketing kan användas för att öka kundens deltagande på andrahandsmarknaden för kläder och detta genom att öka miljömedvetenheten bland kunderna. Dessutom visar studien att kvalitet är den faktorn som har störst inflytande på köpande, samtidigt som pris har störst effekt på säljande. Slutligen har miljömedvetenhet ett relativt stort inflytande på både köp och sälj.
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Weller, Sally Anne. "Fashion's Influence on Garment Mass Production: Knowledge, Commodities and the Capture of Value." Thesis, 2004. https://vuir.vu.edu.au/340/.
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In affluent communities, it is difficult to think about clothing without considering issues of fashion. Yet, in analyses of the garment industries, fashion is rarely considered in detail, and is certainly not analysed as a structuring force over the configuration of garment production industries. Yet through fashion, garments as commodities are complexly embedded in social and cultural processes and in the specificities of place. Although the structures of the global garment production industries have been the subject of numerous studies from a variety of theoretical perspectives, none hitherto have addressed the influence of fashion on the structures and locations of garment production. This thesis begins with the idea that fashion is a complex and influential form of knowledge. It explores the effects of fashion ideas on the global garment system through a case study of the ideas and commodity flows that bring fashions and garments to the Australian market. It traces the interconnections between global knowledge flows and global commodity flows in a manner attuned to the relationships between knowledge, power, industrial organisation and the capture of surplus value from the production system. The analysis highlights how Australia's position in garment production is framed by its geographical position on the periphery of the fashion world.