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Dissertations / Theses on the topic 'Fashion communication'
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Karlsson, Annika. "Communication of sustainable fashion : To communicate sustainable fashion through the label." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-538.
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The purpose in this thesis is to analyse which information about the sustainable impacts in fashion supply chain is the most important for the consumer. To find out how the eco-label can be designed with information and messages about the sustainable producing process, and to make the consumer more safe and satisfied with the fashion industry’s communication about sustainability and their sustainable products. - How to define sustainability in fashion supply chain? - What information about eco-labeled clothes does the fashion consumers require? - What are the conditions for creating and designing sustainable messages on the clothing’s eco-labels? In the final definition of sustainability according to this study, the focus falls on four distinctive expressions, which are, good working conditions, profitability, comfort and human needs. To explain this further, the good working conditions and the human needs have to do with wellbeing and health for the consumer and workers. Profitability has to do with the economy for both companies and consumers, and comfort is something both consumers and workers strive for. So the finally definition of sustainability in this thesis is to strive for better health, economy and comfort for all people. The information about eco-labeled clothes that the consumers require, have actually nothing to do with sustainability. However, the consumers require information about price, quality, and comfort. Moreover, if the product would be eco-labeled, the consumer should wish to get reliable information about the working conditions and chemicals, which gives the consumer a chance to know what they are paying for. To be able to create a message the focus should be on significances that increases the consumers self-interests, which in this case would be long lasting quality, health and price. These significances are similar to the earlier presented definition of sustainability, which is to strive for better health, economy and comfort for all people. Here comfort can be a part of the long lasting quality or a part of the good working conditions in the supply chain. Therefore, a sustainable message with reliable information about price and quality should be the symbol that explains how it affects the health, economy, and comfort for both the consumers and the employees in the fashion supply chain.
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Sönmez, Bahar Kipöz Şölen. "Fashion and communication concept in industrial design/." [s.l.]: [s.n.], 2004. http://library.iyte.edu.tr/tezler/master/endustriurunleritasarimi/T000453.pdf.
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Antonova, Alexandra. "Reading Fashion? Exploring Fashion Media Use Among American Young Adults." Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-22520.
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Modern media environment is characterized by extreme diversification and fragmentation. Fashion news are provided not only by magazines but also in social media, various websites, blogs. This affected media practices and experiences with fashion media consumption. Therefore, understanding the role of fashion media in individuals’s everyday life in this new environment is important for the industry. This research explores consumption of fashion media, media practices and experiences with it among American young adults. This involves answering following questions: What are American young adults doing in relation to fashion media across different contexts? What experiences they have with it?Media practices and media engagement are used as main blocks of theoretical framework as they complement each other. The data was gathered by the use of semi-structured interviews, communicative ecology mapping was applied to analyze and visualize the results. It is believed that all these provided comprehensive theoretical and methodological framework to explore fashion media use among American young adults. The results suggest that fashion media is ingrained in individuals everyday life activities. Also the set of experiences that are strongly connected to fashion media use were identified. The study generated understanding of media practices of reading fashion among American young adults in various contexts and experiences with it which has both empirical and theoretical implications.
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Methanuntakul, Kanwipa. "High-street fashion brand communication amongst female adolescents." Thesis, Brunel University, 2010. http://bura.brunel.ac.uk/handle/2438/5255.
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The nature of high-street fashion brands amongst female adolescents is a combined set of fast fashion movements and early adopter demands within a compressed timeframe. This research has investigated the need for a communication plan to appropriately deliver the brand message for this sector. There are a number of information barriers for high-street fashion brands to build customer value and differentiate the core values of their brands from competitors because of 1) imbalanced strategic communication implementation particularly in the encoding process, 2) ambiguous interpretation of target audience behaviour as a key disseminator of brand messages and 3) a lack of an integrated communication approach to complement the brand building communication plan. Accordingly, there is a need for a brand building communication framework to formulate and direct the female adolescent perceived values within a limited time based on mutual understanding and shared requirements between a high-street fashion brand and its target audience. Moreover, a strategic plan using an integrated brand-building communication in the encoding process which optimises the contribution of the audience must be developed. This research has revealed that high-street fashion brands should concentrate on consumer self-construal, consumer-brand congruence and consumer-brand relationships of female adolescents in order to clearly construct brand messages which match audiences’ values and lifestyles. Due to the needs for informative cooperation amongst the target audiences, the brand-building communication strategy as a persuasive medium, which encourages audiences and prospects to initiate interactivity with the high-street fashion brand, was thoroughly examined in the empirical study. A conceptual model of a high-street fashion brand-building communication was developed and evaluated by means of design research methodology and soft systems methodology. The proposed model explains the platform of brand-building communication strategy in the encoding process for the high-street fashion market. A number of advantages are offered: Firstly, brand managers may use the model to overcome the barriers to integrate a fashion brand communication strategy. Secondly, it can enhance the recognition of fashion brand-building communication. Thirdly, the model offers an approach to leverage customer-brand relationships by means of the communication process. Fourthly, it allows the description of a holistic view of brand message construction in the encoding process. Finally, it offers a strategy to integrate online and off-line communications.
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Dunn, Gina V. "Fashion Weeks, Power and Instagram| A Content Analysis of the Big Four Fashion Weeks and Their Audiences on Instagram." Thesis, The American University of Paris (France), 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=13871604.
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Frendberg, Jessica, Karin Cademan, and Natalia Savic. "Relationship marketing regarding the fashion industry : Trust, commitment and communication." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19687.
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Title Relationship marketing regarding the Fashion industry; Trust, Commitment and Communication Authors Karin Cademan, Jessica Frendberg, Natalia Savic Examiner/ Supervisor Pejvak Oghazi Michaela Sandell Institution/ Course School of Business and Economics, Linnaeus University Bachelor thesis, Independent degree project – 2FE16E Problem to investigate This thesis acknowledge a lack of understanding when it comes to customers perception regarding the relationship with companies that exist when purchasing basic clothes online. Purpose To investigate relationship marketing online towards the fashion industry considering customers who purchase basic clothes online. Literature review The literature review act as a foundation and gives a deeper understanding in the area of relationship marketing and the key components (trust, commitment and communication) and its variables. Methodology This thesis took a deductive and quantitative research approach with a survey as the research strategy. Conclusion This thesis has provided a clarification regarding relationship marketing when it comes to purchasing basic clothes online. The research contributed to a deeper knowledge of repeat customers perception regarding which are the most important key component and variables that a company should aim for when purchasing basic clothes online. The investigation provided information that further could be spread to companies in the fashion industry who has curiosity of repeat customers.
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PELAT, Camille, and Madeleine CABOT. "Blogs as a new tool of communication and promotion of fashion brands : How do fashion companies make use of bloggers as a new tool of communication to promote their brands?" Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31668.
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Title: Blogs as a new tool of communication and promotion of fashion brands. Research question: How do fashion companies make use of bloggers as a new tool of communication to promote their brands? Purpose: The purpose of this study is to observe and explore how the fashion brands use bloggers and their blogs as a new method to advertise and communicate about them and their products to consumers. The study is conducted from an external point of view. Design/methodology/approach: This study is exploratory and descriptive and uses a qualitative method, with non-randomly method where the sample is composed of six international fashion blogs. To collect data the authors used guideline to conduct the content analysis of these selected blogs. Findings: This study shows that brands use the blogger as human being with the phenomenon of the word-of-mouth and opinion formers/leaders and they also make us of the blog content to incorporate ads to directly communicate to the online communities.
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Hellgren, Amanda, and Anastasia Partanen. "Becoming-Fashion : Begäret efter övermänniskan." Thesis, Blekinge Tekniska Högskola, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-12350.
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Vi vill med det här kandidatarbetet ifrågasätta begäret efter övermäniskan som vi menar att reklam för modeindustrin idag porträtterar. Med hjälp av Guy Debords skådespelssamhälle och Gilles Deleuze och Felix Guattaris teorier ifrågasatter vi vad det är vi begär och varför vi gör det. Vi ifrågasätter övermänniskan som modeindustrin producerar med förhoppningen att det ökar medvetenheten för personer i samhället. Ifrågasättandet av begäret har resulterat i två gestaltningar, en klänning av sönderrivna sidor ur boken Mein Kampf och en kreation av hönsnät formad som en naken kvinna. Vi känner oss fångade av modeindustrin och känner oss illa till mods över hur den mänskliga kroppen porträtteras i reklam för mode. Vi menar att det i klädreklam snarare handlar om avsaknaden av den mänskliga kroppen då bilderna retuscheras till en artefakt. Vi ser vår undersökning som en grund till en fortsatt undersökning om ett alternativ och förhoppningsvis kommer vårt begär i framtiden förflyttats från övermänniskan till något mer mänskligt.In this Bachelor thesis we question the desire for the übermensch that we mean advertising for the fashion industry portrays today. With help of Guy Debord's “Society of the Spectacle” and Gilles Deleuze and Felix Guattari's theories we question our desire and why we desire it. We question the übermensch that the the fashion industry produces with the hope that it will increase the society’s awareness. The questioning of desire has resulted in two designs, a dress of torn pages from the book Mein Kampf and the creation of chicken wire shaped like a naked woman. We feel trapped by the fashion industry and feel uneasy about how the human body is portrayed in advertisements for fashion. We believe that the advertising for clothing is more about the lack of the human body when the images are retouched into an artifact. We see our study as a basis for a continued research for an option and in the future hopefully our desire will be moved from the übermensch into something more human. In this Bachelor thesis we question the desire for the übermensch that we mean advertising for the fashion industry portrays today. With help of Guy Debord's “Society of the Spectacle” and Gilles Deleuze and Felix Guattari's theories we question our desire and why we desire it. We question the übermensch that the the fashion industry produces with the hope that it will increase the society’s awareness. The questioning of desire has resulted in two designs, a dress of torn pages from the book Mein Kampf and the creation of chicken wire shaped like a naked woman. We feel trapped by the fashion industry and feel uneasy about how the human body is portrayed in advertisements for fashion. We believe that the advertising for clothing is more about the lack of the human body when the images are retouched into an artifact. We see our study as a basis for a continued research for an option and in the future hopefully our desire will be moved from the übermensch into something more human.
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Sion, Cecilia, and Yasmine Nehmé. "The Millennial Eyes : A Study Of Consumers’ Response Towards Sustainable Fashion Collaborations’ Communication." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-26320.
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The fashion industry has faced a radical change in how the market has been operating towards a more digitized landscape, and several fashion brands have started developing greater customer experiences as well as engaging the consumers with conveyance of authentic content. Since fashion collaborations can increase awareness and have an immense impact on the consumers’ perception, the concept of creating sustainable collaborations have become an ideal way to meet the needs of the millennial consumers. The topic of sustainable fashion collaborations has started to emerge and the way it is perceived by consumers appears to be unstudied, which makes it very fascinating to analyse. The purpose of this study is to investigate consumers’ response towards sustainable fashion collaborations and how these co-branding projects are marketed to and perceived by millennials. On the basis of this purpose, the following research questions have been formulated: How are sustainable fashion collaborations communicated in the consumers’ eyes? How is the response of millennial consumers towards sustainable fashion collaborations? This study was conducted with an abductive approach, and data was obtained from literature and interviews. A qualitative method was applied, with the definition of four case studies to analyse through semi-structured interviews conducted with twelve millennial consumers. Messages and campaigns can not be superficially developed and need to be explanatory to the eyes of consumers, in order to avoid greenwashing and generating the need to fill in communication gaps. In this sense, storytelling also resulted to be a positive addition to the communication of sustainable fashion collaborations, creating an emotional connection with consumers. Since positive sustainable associations to a brand can only be developed through recognition, this aspect is also fundamental when communicating sustainable products. Moreover, millennial consumers require brands to have a balanced communication in terms of sustainability and fashion content, even when it comes to sustainable fashion collaborations. To conclude, it can be said that millennial consumers are definitely drawn to social media communication, but if brands want to reach a wider audience with their products and sustainability efforts, millennials themselves suggest the use of other communication channels. This study can, in the long-term, contribute to the knowledge and strategies of fashion companies and understanding the needs and expectations of consumers towards the communication of current matters like sustainability.
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ANDRADE, MARIA AMARAL DE. "COMMUNICATION OF LUXURY, FASHION AND CONSUMPTION: PORTRAYALS OF TRADITION AMIDST CONTEMPORARY CULTURE." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2008. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=12162@1.
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COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOREste trabalho tem por objetivo estimular o debate a respeito da comunicação e do consumo de bens de luxo. A partir da análise das configurações de uso dos discursos e narrativas de um grupo de informantes nativos - produtores e consumidoras de bens de luxo -, pretende-se investigar um conjunto de representações e relacionamentos sociais que se manifestam dentro de um imaginário contemporâneo que define padrões de bom gosto, beleza e sucesso. Entendendo que o consumo de bens de luxo é um processo que classifica e categoriza seus usuários coletivamente; é lançado um olhar quanto à produção de hierarquizações, significados e subjetividades na cultura de massa a partir das apropriações sociomidiáticas acerca do luxo. Distinção, poder e prestígio aparecem como noções centrais na construção deste paradigma que se perpetua ao contemplar a ordem social, conferindo ares de renovação estética e atualização ao sentido de tradição.
The objective of this research is to provoke new scholarly debate as it relates to the communication and the consumption of luxury goods. Parting from the analysis concerning key configurations on the uses of speeches and narratives of a group of native informers -producers and consumers of luxury goods -, it is intended to investigate a set of representations and social relationships revealed inside of a contemporary imaginary which defines the ideal standards of goodtaste, beauty and success. Understanding that the consumption of luxury goods is a process that classifies and categorizes its users collectively; it has launched a look onto the production of hierarchies, meanings and subjectivity within the realm of mass culture and the media`s appropriations pertaining to the luxury universe. Distinction, power, and prestige appear as central notions to the construction of this paradigm which perpetuates itself by contemplating social order as it confers airs of aesthetic renewal and continuous updating to the sense of tradition.
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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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Schäfer, Louisa. "Sustainable Communication: Fashion Consumers' Reception and Interaction : The Case of Nudie Jeans." Thesis, Jönköping University, Högskolan för lärande och kommunikation, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49911.
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The fast fashion industry has a large negative impact on the environment and its workers. Consumers purchasing fast fashion are reinforcing the dominant social paradigm, the assumption that humans are superior and the Earth’s resources unlimited. Even though customers are reconsidering their fashion consumer behavior, they often fall back to making unsustainable choices. Research has shown that communication strengthens ethical consumption and supports reducing the attitude-behavior gap. This study proposes that sustainable communication encourages fashion customers to reason with themselves in a way their behavior evolves to be more sustainable. The aim is to investigate customers’ reception and interaction with sustainable communication using the example of the ethical fashion brand Nudie Jeans. Based on the theories of the attitude-behavior gap and sustainable communication, semi-structured in-depth interviews with Nudie Jeans customers were conducted. The analysis of the interview responses demonstrates the initial presence of an attitude-behavior gap and low awareness of sustainable communication among customers. The research indicates that after customers have developed an awareness of sustainable concerns in the fashion industry, a fashion brand can succeed in encouraging customers to adjust predominant consumption patterns towards more ethical ones. On this basis, it is recommended that ethical fashion brands continuously use transparent sustainable communication to educate consumers about the environmental and social maladministration in the fashion industry.
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ERIKSSON, JENNY, and NATALIE KARLSSON. "Slow Fashion and how it is beeing communicated-the role of storytelling in engaging consumers in slow fashion." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18171.
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Background: The fashion industry today is one of constant and unceasing change. It is a segment of materialism, characterised by fast-paced and outsourced production, cost pressed profit structures, and never ending designs and trends. This framework together with modern day marketing communications that unremittingly stimulate new consumer wants have created a landscape of overconsumption. As a reaction to this hysteria of consumerism is the emergence of a relatively new notion, slow fashion. This ideology places emphasis on decelerating both production and consumption cycles through more conscious purchasing patterns. Previous studies confirm that although consumers are accepting of the slow fashion mind-set, their interest does not necessarily equate to engagement in terms of conscious consumption. Consequently, companies today are seeking alternative modes of communication such as storytelling. Purpose: The objective of this paper is; thus, to investigate how slow fashion is being communicated through storytelling, in better understanding how to engage consumers in more conscious and responsible fashion consumption. Method: The study uses a qualitative method of research with a deductive approach. The research design entails multiple case studies of semi-structured interviews conducted among four slow fashion companies in Sweden. Theoretical data has been collected primarily through peer reviewed literature and other written works in electronic form. The theoretical starting point of the paper begins with concepts such as slow fashion as an ideology and its values, goals and objectives. Thereafter, storytelling, engagement and meaning are each theoretically explained and empirically investigated. Conclusion: The study reveals that slow fashion retailers are using storytelling but to varying degrees in communicating the slow fashion ideology. There is a focus on engaging consumers through education, interaction and activating several human senses. It can be seen that consumers are engaged and interested in the slow fashion mind-set; however, it cannot be confirmed that they are actually behaving or acting as slow fashionists.Program: Master programme in Fashion Management
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Ådahl, Hanna, and My Brännström. "The naked truth? : En kritisk diskursanalys om fast fashion-företaget NA-KD:s externa kommunikation." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-179312.
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The purpose of this study was to increase the understanding of how the Swedish fast fashion company NA-KD expressed its profile and how it could be linked to sustainability. The fashion industry is known for having big sustainability problems, and that is why the main focus of this study was the paradox between fast fashion and sustainability due to its conflict nature. To concretise the aim of the study, we formulated two questions: “What discourses can be found in NA-KD’s external communication?” and “What profile does the company express through their website?”. To analyse the company’s website we included relevant theories about the individualised consumer society, sustainable consumption and marketing communication. The used method for this study was Fairclough’s critical discourse analysis, which was a useful method to enable a critical perspective. Fairclough’s approach made it possible to examine how, and in what way, NA-KD expressed their external communication. The material consisted of ten texts found on the company’s website that were analysed closely and resulted in a number of findings. We found three discourses: the business discourse, the consumer discourse and the sustainability discourse. Those helped us to increase the understanding of the company’s profile, since we discovered a range of different tendencies. The main ones were that NA-KD constructed truth, encouraged more consumption, built relations with the consumer and expressed values and responsibility about sustainability. With those in mind, we concluded that it is doubtful that NA-KD’s sustainability communication is completely honest. They encouraged the consumer to buy more fast fashion clothing, which affects the environment negatively, at the same time as they communicated consciousness about the fashion industry’s impact on the environment. We also found that the communication was contradictory and misleading, hence that some information about their sustainability work does not comply with what is presented. Our main conclusion is therefore that NA-KD’s profile is ambiguous and difficult to establish.
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Sullivan, Amy. "First Impressions| An Analysis of Media Coverage of First Ladies and Their Inaugural Gowns from Jackie Kennedy in 1961 to Michelle Obama in 2009." Thesis, The University of Alabama, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10824199.
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The Presidential Inaugural Ball is a special moment for every president’s wife because it is her first official public appearance as first lady of the United States. Historically, the manner in which the first lady presents herself in the way she dresses often contributes to her public image. Scrutiny from the media includes a focus on what she wears to the inauguration, as well as examination and analysis of her inaugural ball gown that evening. The gowns have a tradition of setting the tone for the first lady in the new administration as well as providing glimpses of a first lady’s personality. The gown gives the world a look at her personal style and a glimpse at her potential influence on fashion trends. Most first ladies recognize and understand the expectations of the role and what it means to the public. Some, however, have questioned why their appearance should matter so long as they are true to themselves. In positions of power, though, appearances are important because the media can use fashion as a lens to filter and interpret information to the public. Research on the news media coverage of first ladies and their inaugural gowns identified four themes: Feminism and the media’s reflection of society’s changing views of the first lady’s role; the media’s descriptions of first ladies, specifically references to their dress sizes and their physique; ethnocentrism and the fashion industry’s unbridled interest in and reliance on what the first lady wears; and the perspective of moderation in that the inaugural gown should be nice but not too expensive. Each theme has an intrinsic news value interjected into that coverage as revealed by Herbert J. Gans: Individualism, altruistic democracy, ethnocentrism, and moderatism, respectively. The media’s tendency to fixate on the first lady’s fashion style and clothing choices is best described as a fascination, almost an obsession at times, beginning with her selection of the inaugural gown. This thesis examines newspaper and magazine coverage and reaction to inaugural gowns from First Ladies Jackie Kennedy in 1961 to Michelle Obama in 2009.
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Zvadová, Zuzana. "Analýza marketingovej komunikácie spoločnosti Diesel." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74711.
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The main objective of this work is to highlight the specifics of marketing communications in the fashion industry on an example of a particular company, an Italian company Diesel. Theoretical knowledge of fashion marketing, management of fashion companies and the characteristics of the fashion market are applied to the brand Diesel. Marketing Communication is subject of analysis of individual campaigns and then summarized the common characteristics of the whole communication. Common features are compared with the communication features of premium brands in fashion and fashion brands of mass market. At the end is described Diesel brand on Czech and Slovak markets.
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Bugg, Jessica. "Interface : concept and context as strategies for innovative fashion design and communication : an analysis from the perspective of the conceptual fashion design practitioner." Thesis, University of the Arts London, 2006. http://ualresearchonline.arts.ac.uk/5663/.
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This practice-led PhD proposes alternative practices in a research and design context that explore the intersection of fashion, fine art and performance methodology and practice. The project exposes and documents the emergence and development of conceptual and experimental fashion and interdisciplinary practice at the edges of the fashion discipline. The research provides new insights into the way fashion designers can work conceptually and how their work might be perceived differently, dependent on contexts of presentation. It investigates how the concept behind the design and the context of presentation affect these readings for both the viewer and the wearer. It uncovers the emotional and experiential factors of fashion and exposes how we experience and respond to clothing/fashion in a variety of contexts. The thesis draws attention to the lack of specific identification given to conceptual thinking in fashion design as an outcome within its own right and proposes new applications and approaches to this practice. The research methodology developed within the practice extends the potential of communicating body related concepts to wearers and viewers through the medium of clothing worn on the body and can be applied in part or whole across a range disciplines. The thesis synthesises a body of knowledge to inform practitioners of conceptual fashion and reveals the complexity of communication between designer, wearer and viewer of conceptual fashion in specific contexts. The researcher has designed collections of concept-based work, which are not driven by market constraints, trends and seasons but by concepts and processes. These collections have been tested and analysed in a variety of contexts and written up as three major case studies. The process of design developed within this research focuses on the body, movement and behaviour; through experimentation and testing it reaffirms the emphasis on the creative process allowing for consideration of context as fundamental to the communication of embodied concepts. It is argued that it is necessary for fashion designers to review the way in which they design for specific contexts such as dance, exhibition and areas of fashion promotion and communication. This requires a different approach that pays attention to both concept and context at the point of inception.
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Agustin, Tasha A. "Are Tattoos Fashion? Applying the Social Change Theory." Ohio University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1313774007.
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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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Alexandersson, Elin, and Rasha Matlak. "Cultural Differences in Fashion Magazines : Targeting Vogue." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12715.
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The purpose of this study is to examine how different cultures within clothing and fashion are featured in the magazine Vogues fashion reportages. The aim is to enlighten editors with infashion media of these cultural differences in order to increase diversity. To pursue the purpose of the study a qualitative approach was chosen where photographs were used as the data that later on was studied through an image analysis. The study looks at six different editions of the fashion magazine Vogue, which indicates a chosen research design as multiple case studies. The six Vogue editions are: US, Japan, Paris, Arabia, India and Brazil, in which clothes, color and context have been analyzed in each editions reportages. The editions Vogue US, Vogue Japan, Vogue Paris, Vogue Arabia, Vogue India and Vogue Brazil reportages wa sanalyzed and compared, and distinct cultural differences was seen in terms of color, cultural clothing and fashion contexts. While Vogue US, Vogue Japan and Vogue Brazil had a widerange in diversity regarding models with different appearance, which were light-skinned anddark-skinned, Vogue Arabia, Vogue India and Vogue Paris had not. Vogue Arabia, Vogue India, Vogue US and Vogue Japan were however diverse in the cultural clothing, where clothes that was shown in the reportages was a mix of different cultural clothes. The researchers therefore found Vogue US and Vogue Japan the most diverse.
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Mirzajee, Mohammad, and Alen Rashid. "Information or Communication channel? : A qualitative study of how fast-fashion brands in Sweden use social media." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104034.
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With the constant development of marketing strategies, it has become more vital to continuously communicate online with consumers. As Generation Z is born with digital devices and increased social media channels, customers demand fashion brands being present online. The empirical findings in this study were obtained using a qualitative research method through semi-structured interviews. The interviews were conducted with five fast-fashion brands in Sweden that target Generation Z. The authors have used a deductive approach in this thesis. The conclusion of this thesis shows several factors that fashion brands use to create brand loyalty with Generation Z. Findings indicated that social media should be a communication channel. Furthermore, this research is from a retailer’s perspective. Finally, loyalty is something that is earned by creating relationships.
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Hijazi, Aya, and Pernilla Strannhage. "Fashion Joins the Digital Revolution : A study on the Impact of Digitalisation in the Swedish High-End Fashion Industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-297755.
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Digitalisation is one of the greatest transformations in modern times and has impacted organisations, industry structures and the society as a whole. It provides new opportunities for fashion firms to interact with different stakeholders and has altered the way firms operate in foreign markets. Based on in-depth interviews with managers of Swedish high-end fashion firms, the aim of the study was to explore what impact digitalisation has on managers’ perceived psychic distance in their international operations. In particular, how managers use digital technologies to obtain and interpret information about supply and demand conditions in foreign markets was examined. The empirical findings indicate that digital technologies are essential for firms today, as they have increased information availability, enhanced information usage and improved interactive communication. This, in turn, leads to a reduction of managers’ perceived psychic distance.
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Rosemeier, Sven. "Sustainability Marketing : The Implementation of Sustainability Communication in Marketing Related Activities." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-630.
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Purpose: The purpose of this thesis is to investigate how apparel and apparel brands are communicating their sustainability activities through marketing in the respective offline and online retail environments with the support of communication appeals to engage the consumer to purchase clothing items more sustainably. Method: The study implemented a qualititave research nature. Through a semi-structured interview, six department managers of three different apparel companies have been interviewed to give input concerning their sustainability marketing activities and their use of various communication appeals within the retail enviromnment. Conclusion: The communication of sustainability related marketing activities is still a major challenge for the clothing companies. It has been proven however that through the implementation of communication appeals with a focus on sustainability related marketing activities a change in the consumers’ purchasing behaviour can be achieved.
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Hussain, Wajahat. "Transparency in Sustainability Communication : Developing and Testing a new Model to assess Consumer-Facing Sustainability Transparency Communication of Fashion Brand/Retailer’s Website." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12834.
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Background. Consumer facing Transparency is a function of communication that has become essential for the fashion business ecosystem and to have the reputations of legitimacy and credibility. As a contemporary subject, it is surrounded with ambiguity and heterogeneity in definitions, different Fashion brands/fashion brands/retailers/Fashion brands/retailers try to have their own definition and approach towards transparency. The communication strategy and disclosure of information therefore varies within these companies. With the increase in ecommerce, corporate Websites are currently the largest medium of sustainability communication. Fashion brands/fashion brands/retailers/Fashion brands/retailers use a combination of visual communication, data, text, reports and design to communicate the sustainability of their supply chain. There is however, a need to be able to measure the level of transparency of such communication against a standardized model. A model that Fashionbrands/fashion brands/retailers/Fashion brands/retailers can adopt to assess the transparency in their communication. Theory. Consumer facing transparency is an interdisciplinary subject where media, social accountability, information accessibility and quality, openness and effective design interplay to create what can be called “Perceived Transparency”. Purpose. The purpose of this study is to build and test a model tool to assess transparency in website based communication. Research Question. What informational, communication design and behavioral attributes constitute the perceived transparency, create legitimacy and credibility? Method. The study is divided into two parts. Part I: Conceptual literature review for Model Development Part II: Testing the model on a real-life Fashion Brand/Retailer website using Applied Discourse Analysis Contribution: - The model provides a multifocal approach to assess web design and communication strategy to improve transparency in sustainability communication by focusing on factors such Coherence, comprehensibility, navigability, attestation, engagement and correspondence Limitations: - The model is still a prototype and therefore there is room for improvement. It needs to be tested further on a larger scale involving multiple cases. Although the applied discourse analysis method focuses on empirical evidence, the analysis can be objective depending upon the user.
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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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Anjum, Ali. "Virtual size measurement for garments and fashion industry : Selection of right size at the online fashion buyers." Thesis, Södertörn University College, School of Communication, Media and it, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3836.
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Internet is one of the major achievements of 21 century by human kind. Retailers have moved their business towards a global market through internet. Human computer interaction is getting enhanced in different contexts. Consumers can now access the global markets online for the sake of shopping. Fashion industry is getting tremendous popularity in an online environment. Fashion is transformed into digital fashion where people from all over the world have easy access to the world of fashion and can interact and get hands on every piece of art. They can simply buy any fashion product anywhere in the world. The most important part in this domain is the interaction of the consumer with the media for the sake of spending money for goods having a fashion designer at the back end. So here the interaction needs to be precise and specific, especially when it comes to the sizing phase of the activity called shopping garments online. This paper investigates the current sizing trends offered by online fashion retailers and proposes the preferred state interface in order to discover the facts that enables consumers to finalize perfect size for them. The focus is on female users. The results will lead to understanding of the cause of confusion that consumer faces in selecting right size while shopping garments online.
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Konopka, Regiane Machado. "Moda imaginada : consumo, representações e atribuições de sentido à carreira fashion." Escola Superior de Propaganda e Marketing, 2017. http://tede2.espm.br/handle/tede/252.
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This research aimed to understand the attribution of meanings to the fashion career, from the social representations and the institutional discourses of the Higher Education Institutions (HEIs), and their connection with the constitution of identities professionals of young graduates in fashion. We reflect on the social imaginary about the fashion universe, from the point of view of the idealization of the daily life of professionals area. We carried out this study in the perspective of Communication and Consumption, organizing it in four driving axes of reflection, namely: Communication, Consumption, Identity and Fashion. Our theoretical-conceptual framework is based mainly on in Mary Ap. Baccega, Marcia Tondato, Gilles Lipovetsky, Vander Casaqui, Don Slater and Simone Tuzzo, among several other authors who contributed to the construction of search. As for the empirical material, we have two databases: one documents and images of the IES websites, to institutional discourses, and another one built from the realization of three focus groups composed of fashion students from three São Paulo colleges, which enabled us to understand the universe of beliefs and the aspirations of the students. For the analysis of the speeches of young people and HEIs, we adopted the principles of French Speech Analysis, the from Eni Orlandi, through which we interviewed about the future profession and the articulations with the formation of their identity professional. Synthetically, the result is that the symbolic sphere that fashion represents, and in which it is inserted, builds an ethos of the profession structured around the glamorization and spectacularization, but not without questioning because of its ephemeral nature and historically linked to frivolity. Our findings show us, however, that a change is taking place that manifests itself in a latent desire of the young people to resemantize fashion from a social and political dimension, in the private individual and more in the collective.
Esta pesquisa teve como objetivo compreender a atribuição de sentidos à carreira fashion, a partir das representações sociais e dos discursos institucionais das Instituições de Ensino Superior (IES), e sua conexão com a constituição das identidades profissionais dos jovens graduandos em moda. Refletimos sobre o imaginário social acerca do universo da moda, do ponto de vista da idealização do cotidiano de profissionais dessa área. Realizamos este estudo na perspectiva da Comunicação e do Consumo, organizando-a em quatro eixos condutores de reflexão, a saber: Comunicação, Consumo, Identidade e Moda. Nosso quadro teórico-conceitual está fundamentado principalmente em Maria Ap. Baccega, Marcia Tondato, Gilles Lipovetsky, Vander Casaqui, Don Slater e Simone Tuzzo, dentre outros diversos autores que contribuíram para a construção da pesquisa. Quanto ao material empírico, constituímos duas bases de dados: uma documental, formada por textos e imagens dos sites das IES, para compreender os discursos institucionais, e outra construída a partir da realização de três grupos focais compostos por estudantes de moda de três faculdades paulistanas, que nos permitiram entender o universo de crenças e as aspirações dos estudantes. Para a análise dos discursos dos jovens e das IES, adotamos princípios da Análise de Discurso de linha francesa, a partir principalmente de Eni Orlandi, por meio do qual identificamos a perspectiva dos entrevistados quanto à futura profissão e as articulações com a formação de sua identidade profissional. Sinteticamente, o resultado é que a esfera simbólica que a moda representa, e na qual está inserida, constrói um ethos da profissão estruturado em torno da glamorização e da espetacularização, mas não sem causar questionamentos devido à sua natureza efêmera e atrelada historicamente à frivolidade. Nossos achados nos mostram, contudo, que está em curso uma mudança que se manifesta em um desejo latente dos jovens em ressemantizar a moda a partir de uma dimensão social e política, calcada menos no indivíduo privado e mais na coletividade.
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Ejnarsson, August. "Omnichannel Development within the Swedish Fashion Retail Industry." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-191989.
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Omnichannel is the latest shift in retail which is driven by new technological advancements and changes in customer behaviors. In order to stay competitive retailers are required to integrate their sales and communication channels and deliver a seamless shopping experience to the customers. To create the omnichannel experience both organizational change and consolidation of several ICT components are required, which put a lot of pressure on the retailing organizations. This study examines the current omnichannel development of the Swedish fashion retail industry and explores the different attitudes and challenges towards this transformation. The market development was assessed through a field study where 54 omnichannel parameters was observed at 25 selected multi-channel retailers. In order to gain a deeper understanding of the development and the attitudes towards omnichannel retiling, a survey followed by semi-structured interviews was conducted with a selected number of retailers. The results showed that the Swedish market is still in the early stages of the omnichannel development and that most focus in the development has been on the front-end capabilities. The lack of digital maturity within the organization was seen as the largest challenge towards further development. It was also found that inherent characteristics of the fashion industry have made the retailers more reluctant when it comes to the use of data and analytics which is a key aspect of the omnichannel development. Finally more data driven business decisions and analytics about customer behaviors and buying patterns was seen as the largest improvement points for the retailers as the development progress.Detaljhandeln står inför en av det största förändringarna någonsin. I dagens digitaliserade samhälle har konsumenternas köpresa förändras från att ha varit statisk och direkt till att involvera en mängd olika kanaler och kontaktytor innan ett köp slutförs. Dessa förändringar i kundbeteenden gör att återförsäljare måste anpassa sig och erbjuda en enhetlig och sömlös upplevelse över alla tillgängliga kanaler för att hålla sig konkurrenskraftiga på marknaden. Det nya kundbemötandet kallas omnikanal och sätter stor press på återförsäljare inom en mängd olika områden från organisatoriska förändringar till integration av informations och kommunikations system. Denna studie undersöker omnikanalutvecklingen inom den svenska modebranschen samt återförsäljarnas åsikter och utmaningar med förändringen. Utvecklingen på marknaden undersöktes genom en fältstudie där 54 olika omnikanal parametrar studerades hos 25 utvalda företag. Fältstudien följdes av en enkätundersökning samt intervjuer med utvalda återförsäljare för att få en djupare insikt i återförsäljarnas inställning till omnikanalhandel och deras största problemområden inom utvecklingen. Resultatet visade att de svenska modeåterförsäljarna fortfarande är i ett tidigt skede av utvecklingen där störst fokus hittills har legat på utveckling av front-end funktionalitet samt på e-handel. Brist på intern digital mognad ansågs som den största utmaningen till förändringen på grund av utbredningen av informations och kommunikationsteknologier inom organisationen. Inneboende karaktärsdrag hos modebranschen har också påverkat utvecklingen och gjort återförsäljarna mer försiktiga när det kommer till användningen av kunddata och datadrivna beslutsunderlag vilket ses som ett nyckelområde till utvecklingen. Detta område är dock något som återförsäljarna vill förbättra och ser som en av det viktigaste punkterna i den fortsatta utvecklingen.
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Kässel, Emma, and Sara Marklund. "The Fairytale about the Great Land called Creativity : A study about how to improve creativity in the fashion industry." Thesis, University of Kalmar, School of Communication and Design, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-1774.
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The purpose of this thesis was to study how creativity can be improved within creative organizations, and the study was made both in Great Britain and in Sweden. We wanted to learn if creative employees have the possibility to use their creativity within their organization or if rules within the organization only hamper their creativity. We conducted interviews in both Sweden and in Great Britain and the focus on the study were on designers and product developers within the fashion industry. The research was a qualitative study consisting of a total of 7 semi-structured interviews. Designers and product developers feel that their creative ability sometimes gets hampered by their organization. We came to the conclusion that the manager need to be good at structure, trust, set up clear goals, conflict solving and communication and by that, let the organizations creative employees within it have the freedom to work at other places but at the office in order to get inspired by the environment.
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Ford, Jennifer. "Fashion Advertising, Men’s Magazines, and Sex in Advertising: A Critical-Interpretive Study." Scholar Commons, 2008. https://scholarcommons.usf.edu/etd/246.
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This study examines sexualized portrayals of women in fashion advertising found in metro-sexual men's magazines as visual rhetoric. Historically, studies on sexual images of women in advertising have focused on content analyses of these images and how they affect women. This study asks how sexualized imagery of women functions rhetorically as part of a branding message designed to sell products. The exemplar advertisements were chosen specifically for their sexual imagery from an earlier study by the researcher on sexual images of women in fashion advertisements found in men's magazines.
The messages interpreted within the visuals of this study reveal a current slice of history in terms of gender and sexuality. In the case of this study the constructed "ideal" heteronormative view of gender, masculinity, femininity, and sexuality are what are for sale; they are the merchandise to be purchased. Women are present in the exemplar ads as an accessory to prove and support heterosexual masculinity through sex, as if to ward off any ideas that metro-sexual men may be anything but heterosexual.
Though we cannot generalize beyond these five magazine ads, we can think of the exemplar ads as a small sample of contemporary culture. The narratives of these ads suggest that man continues to be the prevailing figure in terms of importance and power relative to woman, who is subordinate to man. This thesis supports prior research on women in advertising where men are more important than women, and the ads in this thesis continue to define masculinity and femininity in classic patriarchal and heterosexual terms. However, this thesis adds important critical-interpretative work through visual rhetorical analysis on advertising in men's metro-sexual magazines to a body of research that includes very little of such work.
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Lee, Youjung. "A study on the application of contemporary visual art into flagship stores of luxury fashion brands." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8568.
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Luxury fashion brands face a new challenge as to how to sustain brand growth while maintaining the exclusivity of brands due to the democratisation of the luxury phenomenon which is mainly driven by the emergence of ‘new luxury’ and changes of consumption style ‘trading up’. Luxury consumers are becoming disillusioned with the vulgarisation of luxury goods and prefer exclusive luxurious experiences. In order to keep pace with the changes in luxury consumer needs and promote an image with creative and luxurious connotations, luxury brands increasingly associate with contemporary visual art through diverse kinds of channels. Among the channels, great attention has been given to contemporary visual art exhibitions within a flagship store due to its benefits: geographical location, cutting investment cost and offering direct art experience to consumers. However, there is no theoretical research investigating the main points to be considered in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands. Moreover, there is a need for a systematic approach in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands as relying mainly on a designer’s intuition might pose a problem: delivering different messages from those intended. Through the research, four main propositions were identified which need to be considered when luxury fashion brands apply contemporary visual art exhibitions to their flagship stores: 1) brand communication with consumers, 2) the fit between brand identity and that of an artist, 3) consumers’ value/benefits in the way that enhance consumers’ aesthetic experience of art and 4) artists’ value/benefits. Models including a conceptual model and a design tool kit were developed and tested with experts in this field. The proposed models are decision supporting tools which provide a comprehensive overview regarding the main points to be considered as well as support finding a high fit artist to brand identity. They offer advantages as follows: 1) the conceptual framework improves understanding of the needs/values of the three main stake holders such as luxury fashion brands, consumers and artists for this practice and provides an insight into how to address them in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands 2) the tool kit assists in making a decision when selecting artists or artworks and offers benefits to all the stake holders: 1) luxury brand value by managing their touch points effectively that ultimately lead to enhancing brand communication, 2) consumer value by preventing confusion caused by disharmonious messages from all the touch points within flagship stores, and 3) artist value by finding a matched brand for synergy between brands and artists.
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Söderberg, Evelina, and Amanda Wissinger. "How a fashion company can create higher brand equity - the importance of using social media." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25907.
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Purpose - With the social media's emergence in recent times, the main purpose of this study is to generate knowledge about social media communication’s impact on consumer-based brand equity, in terms of firm-created and user-generated social media communication. In order to make this possible, knowledge about customer’s perception about a specific brand is required. Furthermore, we are interested in explaining issues concerning how fashion companies can efficiently use social media, and the study’s intention is also to present recommendations of how companies can use social media as a marketing communication tool. Theory and hypothesis – This chapter deals with theory about consumer-based brand equity, where the different components of the model are presented. Also theory about social media, different social media applications and a social media strategy are described. Finally, firm- created and user-generated social media communications impact on brand equity are discussed, which leads to the study’s hypotheses. Methodology – The study has a triangulation consisting of both a qualitative and a quantitative part and has essentially a deductive approach. The study interviewed one expert in the fashion industry and one expert in the area of social media. An interview with the analysed company’s marketing manager was also made. The quantitative study was made on 624 respondents, which were all members of the company’s customer club. 97 of these 624 respondents were investigated in order to observe the impact of firm-created and user- generated social media communication on brand equity. Empirical findings and results – The findings in the study indicate that firm-created social media communication positively impact brand equity, while user-generated did not show to be significant. In this study it was shown that the majority of the respondents use social media, especially Facebook, and the content that most valuable was access to discounts and promotions as well as information about the brand and its products. Conclusion - Our study confirms the importance for companies to use social media as a marketing tool and it should be in all managers’ interest to make use of this channel. Also the importance of having high brand equity is highlighted and how the customer’s perceptions about a brand can be used as guidelines in order to increase brand equity.
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Kunzler, Lizandra Stechman Quintana. "A singularização por meio do consumo de moda : um estudo intergeracional de mulheres com laço de parentesco." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2016. http://hdl.handle.net/10183/135524.
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A pesquisa se propõe a investigar o modo como mulheres acima de 20 anos e de diferentes faixas etárias constroem singularização por meio de consumo de moda. A base teórica foi constituída a partir de autores pós-‐estruturalistas como Bauman, o qual indica o conceito de individualização. Também compõem a base teórica -‐ Lipovetsky, Guattari e Rolnik, Maffesoli, Canclini, Svendsen, Miranda e outros que operam com os conceitos de moda e consumo. A perspectiva metodológica adotada foi de entrevistas em profundidade através de roteiro semiestruturado, com seis mulheres com laços de parentesco (três pares de mães e filhas), afim de entender os processos de consumo, apropriações de vestuário e uso de acessórios de moda, bem como a interferência na construção de processos de singularização. Os resultados da pesquisa apontaram para a existência desses processos em todas as mulheres entrevistadas e também para interferências geradas pelos laços de parentesco em cada par. A singularização se dá na composição entre consumo e conservação superdimencionando as possibilidades de uso numa mistura de expressão coletiva com assinatura própria. É um processo que remete à autonomia e que é constituído de avanços e retrocessos, está atrelado à mudanças que estão associadas não só ao amadurecimento, mas especialmente, diferentes formas de interpretação dos fatos nas quais se originam também o comportamento por meio do consumo de moda e suas derivações.This work aims to investigate how women of different age groups and over 20 years build singularization through fashion consumption. The theoretical basis for the singularization concept was established upon post-‐structuralist authors like Bauman, while the fashion and consumption concepts came from Lipovetsky, Guattari and Rolnik, Maffesoli, Canclini, Svendsen, Miranda and others authors. The methodological approach adopted in this research was in-‐depth semi-‐structured interviews, with six women with family ties (three pairs of mothers and daugthers), in order to understand the consumption processes, clothing appropriation and the use of fashion accessories, as well as the interference in the construction of singularization processes. The survey results point to the existence of these processes in all interviewed women and also to interference generated by parentage in each pair. The singularity occurs in the composition of consumption and conservation overestimating the possibilities of using a mix of collective expression with its own signature. It is a process that leads to autonomy and which consists of advances and setbacks, it's linked to changes that are associated with not only to the mature process, but specially to different interpretations of the events in which had also origin the behavior through fashion consumption and its derivations.
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Wu, Xiangran. "Investigating Chinese audience-consumers' responses towards TV character fashion content : a study of second screen communication context." Thesis, University of Manchester, 2018. https://www.research.manchester.ac.uk/portal/en/theses/investigating-chinese-audienceconsumers-responses-towards-tv-character-fashion-content-a-study-of-second-screen-communication-context(e814944c-ec3c-41e5-9f0f-f826b7c6fb9c).html.
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Second-screen viewing - the use of smartphones, tables and laptops while watching television program - has increased dramatically in the last few years, which multi-screen usage could be considered as a new opportunity for marketing communication. This study will investigate the social media (as second screen) communication effects of TV drama series focussing on the effectiveness of characters' fashion content in leading to consumers' impulsive buying. Narrative transportation theory, use and gratification theory, flow theory, social comparison theory and para-social theory are developed and adopted in an S-O-R framework in this study. A quantitative research approach will be used to conduct online survey focusing China second screen marketing phenomenon. Results of the study provide a guide to understand the newly emerging second screen process with theoretical and managerial perspectives.
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Sardouk, Tarek, and Shuva Sourav Sarker. "The Impact of Facebook Communication on Fashion Clothing Buying Decision: A study on University of Gävle Students." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24713.
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Aim: This research aims to discuss and analyze the different impacts and influences Facebook communication has on the buying behavior of consumers, taking the students of University of Gävle as a case study. Methodology: The adopted methodology is based on a questionnaire carried out through a quantitative research with the student of Högskolan i Gävle in Sweden. Accordingly, the data collection is based on the survey of 11 questions in total that was distributed to the university, to a sample of 150 students. The data was inserted into SPSS 17 to obtain the results that are discussed in the findings chapter. Subsequently, the gathered primary data is analyzed, discussed and compared with secondary data provided by academic journals, books, and trustworthy databases. Findings: The results confirm that Facebook Communication has an influence on consumers buying behavior (Purchase-intention or intention to purchase). Overall the results provided the influencing factors that marketers need to use those recognized influencing factors as suggested by the consumers for motivating and influencing consumers purchase intention towards fashion clothing products buying. A significant relationship is necessary to fill the gap between the marketers and consumers’ communication process. As per consumers’ expectations, the marketers would do well to create more influence on consumers buying behavior. Contribution: The study adds to the emerging theory of Facebook communication towards consumers buying behavior. The consumers’ suggestions are important for the fashion clothing products marketers for influencing consumers purchase intension. Limitations: The findings that are presented can be generalized, neither to other universities nor to countries in general. The scope of this study is limited to one specific group, providing students’ perceptions about various opinions and influence methods that Facebook communication can have on the decision buying behavior when buying fashion clothing. Therefore, the sample size is relatively small limiting the generalization of the study outcomes. Suggestions for Future Research: Studying and analyzing the consumers’ buying behavior can vary from one perspective to another; therefore, in order to perform similar studies in the future, the authors would suggest to broaden/expand the sample size than the one conducted in this study. Moreover, it would be also helpful to obtain more accurate data by specifying the fashion clothing brand in particular that consumers would react towards. Keywords: Facebook Communication, Facebook Advertising, Marketing Communication, Online consumer buying behavior, Online fashion clothing.
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Eriksson, Susanne, Emmy Fredriksson, and Therese Linde. "CSR-kommunikation ur ett konsumentperspektiv : En kvalitativ studie om kommunikation av CSR inom fast fashion - industrin, når kommunikationen fram till konsumenterna?" Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-25266.
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Hinková, Barbora. "AUTORSKÁ ODĚVNÍ TVORBA NA ČESKÉM TRHU." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193199.
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This Master's Thesis deals with the Czech fashion scene. Development of fashion is outlined in the introduction. It should help to understand the whole market. The work deals with marketing of fashion brands and focuses primarily on marketing Czech fashion brands offering fashions for women. Czech fashion scene is analyzed in detail and pointed out the weaknesses that need to be improved. In connection with the findings outlined here is a solution that should help Czech fashion scene.
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Rocha, Lara Dahas Jorge. "Ilustração de moda: uma narrativa cronológica contextualizada." Universidade de São Paulo, 2018. http://www.teses.usp.br/teses/disponiveis/100/100133/tde-20122018-140559/.
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O presente trabalho investiga aspectos históricos acerca da estética e da funcionalidade da Ilustração de Moda. A partir da hipótese norteadora de que a Ilustração de Moda possui engrenagens cujos papéis se modificam através do tempo no processo de adaptação ao mercado, este trabalho analisa tal fenômeno mediante, predominantemente, a revisão e interpretação de obras de autores que se debruçaram sobre a historiografia da moda e da ilustração de moda ocidental, associados à análise de trabalhos no segmento em questão. A pesquisa é baseada em metodologia qualitativa de coleta de dados e interpretação de conteúdo artístico, referenciada pelo trabalho de Rui de Oliveira. São referenciados, também, teóricos de áreas correlatas como João Braga, Daniela Calanca, Paula Sibila, Ernest Gombrich, Mônica Moura e Dijon de Moraes, a fim de construir, de forma mais coesa, os assuntos abordados em textos que relacionam áreas como História da Moda, Comunicação Social, História da Arte, Design e Desenho de Moda. Sob essas diretrizes, é construída uma narrativa cronológica contextualizada, que serve como instrumento para analisar e compreender os fatores que constituem o mercado de moda em diferentes épocas e que adaptam e ressignificam uma das técnicas mais antigas de comunicação de moda, mantidas até os dias atuaisThe present work investigates historical aspects of the aesthetics and functionality of the theoretical field of Fashion Illustration. Based on the guiding hypothesis that the Fashion Illustration has gears whose roles change over time in the process of adaptation to the market, this work analyzes this phenomenon, mainly by reviewing and interpreting the work of authors who have studied the historiography of fashion and Western fashion illustration, associated with the analysis of works in the segment of fashion illustration. The research is based on a qualitative methodology of data collection and interpretation of artistic content, referenced by the work of Rui de Oliveira. Theorists such as João Braga, Daniela Calanca, Paula Sibila, Ernest Gombrich, Mônica Moura, and Dijon de Moraes are referred in order to build the subjects discussed in texts of related areas as Fashion History, Social Communication, History of Art, Design and Fashion Design. Under these guidelines, a contextualized chronological narrative is constructed that serves as an instrument to analyze and understand the factors that constitute the fashion market in different times that adapt and re-signify one of the oldest techniques of fashion communication maintained until the present day
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Fancy, Temitope M. "Media, Publicity, and Fashion: The Michelle Obama Effect A Content Analysis of News Around the World." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/etd/2378.
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This study is a content analysis of media content in a 12-month time period in the lives of Jason Wu and Thom Browne, who were the designers of Michelle Obama’s outfit to the second presidential inauguration. In order to discover the increase in awareness and media coverage of these designers due to Michelle Obama’s fashion selection during the second inauguration, which brought about publicity, the researcher compared mentions, tone of stories, and framing of stories concerning these designers 6 months before and after the inauguration. Results indeed gave support to the hypothesis that mentions of these designers increased significantly after that pivotal event, that the mentions were more likely to include Michelle Obama, and that Wu received more mentions than Browne. However, support was not obtained for an increase in positive tone of stories after the inauguration.
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Jirawongsy, Namoan. "Brand identity, the integration of sustainability and sustainability communication: The case of H&M." Thesis, Uppsala universitet, Medier och kommunikation, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-421864.
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The fashion industry is the second dirtiest industry that pollutes the planet. H&M is one of many fashion brands that strive to improve the environment by introducing sustainable products and initiatives. This research aims to study how H&M communicate sustainability in the fashion industry context during the selected period. The data is mainly collected from Instagram, the most popular communication platform in the fashion industry and supported by data from brick-and-mortar stores, the website and the semi-structured interview. To fully understand the case, this research identifies H&M brand identity and brand extension in sustainability. The fashion brand communication and sustainability communication are the main theoretical framework of the study. The methods of the study are semi-constructed interview and content analysis. The brand identity of H&M is found to be positivity, collectivity, and inclusivity and openness, trendsetter and youthful. The brand extension at H&M can be found in several levels from the establishment of the H&M Foundation to Conscious collection and Conscious Exclusive collection. H&M applies several of fashion brand communication strategic tools to communicate sustainability. The obstacles and limitations of H&M are found to be a conflict of interest between the business and sustainability, downplayed by the nature of fast fashion, an inconsistency of communication, and difficulty to access to the sustainability information. It is found that the unique characteristics of the fashion industry and the creation of brand identity can solve the normalisation paradox of sustainability communication discourse, as well as overcome five barriers from greening. At the same time, the weakness is the decreasing of potential to create reflexivity of sustainability issues which is due to the language and tone of communication. Another weakness is the decreasing potential of sustainability to be normalised in the fashion industry which is due to the number of information available from the brand.
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Zetterberg, Michelle, Viktor Granholm, and Kajsa Rutgersson. "Hållbar kommunikations finansiella påverkan på företag inom fast fashion : En kvantitativ innehållsanalys." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23986.
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Purpose: The purpose of the study is to explore from a business perspective whether it is important for fast fashion companies to communicate about environmental sustainability on social media. The purpose is thus to study how fast fashion companies, who are active in the Swedish market, communicate about environmental sustainability. Also whether it has a connection with the company's economy, based on the key figures Du Pont, profit margin and net sales change. Design/methodology: A quantitative research method was employed through a content analysis. Findings: Fast fashion companies communicate about sustainability in a varied scope, but overall to a low extent. It is possible to find a correlation between profit margin and communicated sustainability on Instagram. Research limitations: The result of the study cover the years of 2016-2018, and Instagram is the only social platform selected for the study. In addition the study is based solely on an environmental perspective of sustainability, thus the study does not cover the economic or social aspects of sustainability. Originality: By applying this type of unique method in the research area the study provides a new perspective, hence it fills a gap since it has not previously been addressed. This paper i further written in Swedish.Syfte: Studiens syfte är att utifrån ett företagsperspektiv utforska om det är betydelsefullt för modeföretag att kommunicera om miljömässig hållbarhet på sociala medier. Syftet är således att studera hur modeföretag inom fast fashion, som är aktiva på den svenska marknaden, kommunicerar om miljömässig hållbarhet. Dessutom har möjliga samband med företagets ekonomi, utifrån nyckeltalen Du Pont, vinstmarginal och nettoomsättningförändring undersökts. Design/metod: En kvantitativ forskningsmetod används genom en innehållsanalys.Resultat: Modeföretag kommunicerar om hållbarhet på Instagram i en varierad men framförallt låg utsträckning. Det går att hitta ett samband mellan vinstmarginal och hållbar kommunikation på Instagram. Studiens begränsningar: Resultatet i den här studien behandlar åren 2016-2018 och Instagram är den enda sociala plattformen som har valts för studien. Utöver det utgår studien endast från ett miljömässigt hållbarhetsperspektiv, därmed täcker studien inte de ekonomiska eller sociala aspekterna av hållbarhet. Originalitet: Genom att använda den här typen av metod i forskningsområdet bidrar studien med ett nytt perspektiv och följaktligen fyller studien ett gap eftersom det tidigare inte har behandlats.
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Hartigan, Betty Sue, and Niklas Dahlberg. "Reframing Consumption : A transdisciplinary approach for the promotion of mindful consumption in home fashion textiles." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96027.
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Textile waste is a growing problem in the world and although it is being noticed in the fast fashion category the industry providing home fashion textiles is being largely ignored. However, with companies such as H&M and Zara entering the market there is a cause for concern due to their current business models. To address such complexities modern research practices are needed. With a transdisciplinary group, an innovative solution can be discovered in the process of defining and developing solutions for such problems. Focusing on the topic of home fashion textile waste the team learned that people often took their unwanted textiles to second hand or thrift stores rather than throwing them in the trash. However, when purchasing home fashion textiles there was a conscious decision to avoid going to secondhand sources to acquire their textile items. This posed a problem as consumers felt good about donating but then expressed disdain for those same outlets as a method of acquiring their home fashion textiles. This offers an opportunity for companies, such as IKEA to act with consumers to develop new ways to tackle this problem. The team decided to address this disparity through a communication tool where multi-level co-creation would be used. The United Nations encourages developments such as the Dare to Care framework as is expressed in sustainability goal 12.8 where exposure and education in consumption is vital to create sustainable behaviour. Through workshop participation, based on the framework provided, it is possible to achieve this goal through mindful consumption exposure, development of sustainable actions that consumers can take part in, and partner consumers with industry to develop new sustainability measures that focus on consumer acceptance.
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Yuen, Yee Lin Elaine. "Exploring the Essence of Headwear in the 21st Century Fashion Outfit: Inspiration from East to West." Kent State University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=kent1627322301345522.
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Neckman, Karolina, and Elgé Petrulyté. "Historical fashion and modern action : Historical accuracy in female costumes in games." Thesis, Högskolan i Skövde, Institutionen för informationsteknologi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-18967.
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This thesis will investigate how developers can create recognizable and historically realistic female game characters while balancing historically accurate aspects and creative aesthetics.This paper is meant to give a better understanding of the importance of accurate historical female costumes in games, and investigate whether or not these are preferable to a gaming audience. The results will be reached by analysing the results collected from two online surveys where six 3D models’ turnarounds from two different eras with different levels of historical accuracy will be represented.
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Bylund, Isabelle, and Susanne Lindgren. "Customer engagement : A study of consumers interaction with fashion brands on social media." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12836.
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Social media is widely expanded worldwide with increasing number of users in social networks. Social media allows the consumers to connect directly with companies, which has led to a shift from traditional one-way communication to a two-way communication between both consumer to company and consumer to consumer. A successful two-way communication on social media engages both the consumers and the company. The rise of social media has quickly changed the marketing approach, as it creates new opportunities for the consumer to connect and communicate in a greater rich. In a two-way communication, the communication needs to create engagement from the consumers even though the consumer may not want to engage, contributing to a challenge for companies to communicate to customers in order for them to engage. It could be argued that companies should in some way get their customers to be more engaged even though the engagement can generate several outcomes in this complex communication approach. Furthermore, customer engagement could have an impact on the purchase intention for the consumer. Therefore, the aim of this thesis is to investigate motives that create customer engagement with fashion brands on social media and the relation between customer engagement motives and purchase intention with a fashion brand. According to previous research, personal interest, entertainment, rewards and information acquisition and sharing are the most encouraging motives for customer engagement. Due to that fact, these motives were in focus in the study and the motives were also put in relation to their effect on purchase intention. The research was conducted by a quantitative study through a survey, in order to gather an overviewing perspective in customer engagement on social media towards fashion brands. The sample size reached a valid number of 109 respondents. The findings of this thesis give the impression that overall customer engagement is still low even for the investigated motives. This indicates that the respondents do not usually take part of the two-way dialog. The reliability seems to lie with other consumers rather than fashion brands on social media when searching for information. In addition, information acquisition was ranked as the most encouraging motive while personal interest is the motive that most encourage to purchase intention.
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Ângelo, Inês Filipa Carvalheiro. "Responsabilidade social e "fast fashion" : influência na reputação e no comportamento do consumidor." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14719.
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Mestrado em MarketingA indústria da moda, nomeadamente o segmento da fast fashion tem causado alguns impactos negativos a nível ambiental e social. Assim, o objetivo da investigação passa pelo estudo das perceções dos consumidores quanto à responsabilidade social das entidades de fast fashion e a conexão que estas têm com a reputação e a intenção de compra. Neste sentido, torna-se relevante estudar a responsabilidade social destas entidades e identificar os benefícios que esta lhes pode trazer. Para dar resposta ao objetivo proposto adota-se uma abordagem quantitativa através da aplicação de um inquérito por questionário a uma amostra de 184 indivíduos. A sua seleção teve por base um julgamento subjetivo. Os dados obtidos foram examinados de forma estatística. Os resultados alcançados apontam que a comunicação da responsabilidade social destas empresas carece de transparência, relevância pessoal, informação, consistência e factualidade. Verificou-se que o conhecimento da responsabilidade social é reduzido e que é positivamente afetado pela consistência e relevância pessoal da comunicação. Percebe-se, também, que as perceções da responsabilidade social são afetadas de forma positiva pelos fatores da comunicação. De seguida, os dados demonstram que a reputação é positivamente afetada pelas perceções das dimensões ambiental e económica da responsabilidade social. Por fim, revelou-se que a intenção de compra é afetada de forma positiva pela reputação. Os contributos da presente investigação são essencialmente direcionados para as entidades de fast fashion, que podem entender melhor como articular uma comunicação da responsabilidade social mais efetiva e melhorar a sua reputação por meio de determinadas dimensões da responsabilidade social.
The fashion industry, particularly the fast fashion segment has been causing some negative implications on the environment and society. Therefore, the goal of this research it is to study consumer's perceptions of fast fashion companies social responsibility and the connection that these have with reputation and purchase intention. In this sense, it becomes relevant to study the social responsibility of these entities and to indentify the benefits that it can bring for them. To answer the proposed goal it is adopted a quantitative approach by implementing a questionnaire to a sample of 184 individuals. The sample selection was based on a subjective judgement, by convenience and snowball. The obtained data were analyzed through statistical procedures. The reached results indicate that social responsibility communication of fast fashion companies lacks transparency, personal relevance, information, consistency and factual tone. It was found that social responsibility knowledge is low and that it is positively influenced by consistency and personal relevance of communication. It was also noticed that social responsibility perceptions are positively affected by communication factors. The data also showed that reputation is positively affected by social responsibility perceptions, in both environmental and economical dimensions. Finally, this investigation has proved that purchase intention is positively affected by reputation. The contributions of the present research are essentially addressed to fast fashion companies, that can bettter understand how to link a more effective social responsibility communication and to improve its reputation through certain social responsibility dimensions.
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Ruiz, Renata Massignan. "O fenômeno dos blogs de moda: um estudo de caso - Blog Moda Para Usar." Pontifícia Universidade Católica de São Paulo, 2014. https://tede2.pucsp.br/handle/handle/18152.
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Previous issue date: 2014-09-10Fashion blogs have fundamentally changed the way which readers accessed information. The analysis and monitoring of one of the pioneers in this blogs market is the object of this study, evaluating, in parallel, one hundred and thirty blogs analysing the way which social media behaved during the period between the years 2006 to 2012. This research begins with a case study of the blog Moda Para Usar, through categorization of fashion and beauty blogs based on their editorial guidelines
Os blogs de moda alteraram substancialmente a forma pela qual o leitor acessava a informação. A análise e o acompanhamento de um dos blogs pioneiros neste mercado é o objeto deste estudo, avaliando ainda, paralelamente, cento e trinta blogs a fim de ampliar a maneira pela qual as mídias sociais se comportaram durante o período que compreende os anos de 2006 a 2012. Esta pesquisa inicia com o estudo de caso do blog Moda Para Usar, passando pela categorização dos blogs de moda e beleza com base em suas linhas editoriais
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Rodrigues, Ana Carolina Jobim. "A moda da dança: um estudo sobre corpo, cidade e representações." Universidade do Estado do Rio de Janeiro, 2009. http://www.bdtd.uerj.br/tde_busca/arquivo.php?codArquivo=1210.
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Este trabalho se dedica ao estudo da comunicação não-verbal, a partir da observação de que dança e moda se encontram freqüentemente em ambientes que não lhes são próprios por convenção. Aparentemente distintas, desenvolvem uma linguagem que muito se completa. A dança virou tema constante na moda e a moda foi apropriada pela dança. Em comum, dança e moda têm o corpo, meio sem o qual não poderiam existir. A Dança só existe essencialmente na presença de um ou mais corpos, que funcionam como meios de comunicação e registro da dança, e a moda surge para vestir esse corpo que, por conseguinte, lhe dá movimento. As características físicas do corpo modificam a vestimenta e o formato da roupa transforma o corpo, podendo gerar significados distintos. Esta pesquisa aborda a dança cênica e o sistema da moda como fenômenos de comunicação com características urbanas e tem como objetivo estudar as representações da moda presente no ambiente da dança cênica, a partir da análise de três espetáculos da companhia de dança Deborah Colker, do Rio de Janeiro. Metodologicamente, esta companhia foi selecionada por demonstrar uma preocupação de diálogo com a moda, sempre trazendo em seus espetáculos estilistas como figurinistas. Os espetáculos 4por4 (2002), Nó (2005) e Cruel (2008) trazem diferentes parcerias entre a coreógrafa e profissionais da moda. Acostumados a criar tendências, eles têm o desafio de inventar um figurino para um número limitado de personagens. Enquanto na moda eles criam para a sociedade, no espetáculo cênico, eles vestem as características de cada personagem. Como referencial teórico, esta pesquisa se utiliza do estudo do corpo como fato social de Marcel Mauss e o corpo como mídia de Harry Pross e Helena Katz, além do estudo de corpo e comunicação de Nízia Villaça e José Carlos Rodrigues. O conceito de sistema da moda será entendido a partir dos escritos de Roland Barthes e Gilles Lipovetsky, que o descrevem como característico da época atual. Isso quer dizer que, mesmo que as sociedades selvagens tivessem o gosto pela ornamentação, não era nada parecido com o processo e a noção do sistema da moda atual. Além disso, na área da dança foi necessária uma breve contextualização histórica para melhor compreendermos os diálogos entre moda e dança. José Gil e Denise Siqueira são autores importantes, pois estudaram não somente o espetáculo da dança cênica, mas também o corpo que dança.
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Kerner, Ann-Christiin. "Slow Fashion Brand Customer Persona : The profile and buying insights of a slowfashion brand customer." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14707.
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Purpose: The purpose of this thesis is to expand knowledge of slow fashion brand customer by creating a persona that communicates the characteristics and aspects that influence purchase decisions of slow fashion consumers. Method: Since slow fashion consumer concept is still rather unexplored area, qualitative research strategy approach was chosen for this thesis, to get more deep data about the slow fashion consumer profile and buying insights. To address the research questions, single case study was used. The data was gathered through semi-structured interviews that were conducted with five female slow fashion consumers who had recently made a purchase from a Swedish slow fashion brand MASKA’s online store. To analyse the data, a coding approach was used. As a result of the coding process, themes that described the slow fashion consumer’s profile and buying insights emerged and were used later to create a narrative of the slow fashion buyer persona. Conclusion: In order to expand knowledge of slow fashion brand customer, a persona that communicates the characteristics and aspects that influence purchase decisions of slow fashion buyer was developed with this study. To answer the research questions and develop persona, five female slow fashion brand buyers were interviewed. Answering the research questions provided 8 different themes that emerged from the interview transcripts and made up slow fashion brandbuyer persona, which fulfilled the purpose. The emerged themes were describing who slow fashion brand buyer persona is: 1) creative mind; 2) globetrotter and explorer; 3) fond of nature, and themes that described what influences the slow fashion buyer: 4) consciousness; 5) quality over quantity; 6) shoppers of small boutiques; 7) trust; 8) esthetics. This study did not come to a firm conclusion, but rather aimed to provide more in-depth knowledge about slow fashion brand buyer and point out implications to further study the slow fashion consumer.
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DePalma, Julia E. "The Filter: Social Media and Their Effects on Human Interaction." Kent State University Honors College / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=ksuhonors1525694435239416.
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