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Dissertations / Theses on the topic 'Fashion media'
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LIU, MINGYUAN. "Disabled: Media, Fashion and Identity." Thesis, Sydney College of the Arts, 2019. http://hdl.handle.net/2123/20106.
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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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Wylie, Shannon M. "Fashion meets journalism : mapping and evaluating Australian fashion journalism." Thesis, Queensland University of Technology, 2014. https://eprints.qut.edu.au/73088/1/Shannon_Wylie_Thesis.pdf.
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Fashion journalism can be understood as a complex, inter-dependent set of professional practices that have arisen in a variety of media at the intersection of fashion and journalism. This thesis, Fashion Meets Journalism: Mapping and Evaluating Australian Fashion Journalism, answers the question, 'What is Australian fashion journalism?' in three stages: First, it maps the extent of fashion journalism across media in Australia to locate the field and focus on the sites of fashion journalism; second, it foregrounds practices of the journalism branch, evaluating how and why the field is pitted against other types of journalism when they share an inter-dependent set of professional practices. The opinions of leading industry producers are also sought regarding the matter. Then, considering the current position of fashion journalism, implications for fashion media and journalism are explored in order to improve the visibility of fashion journalism and solidify it as a professional practice.
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Glogorovska, Kristina. "EXPLORATION OF THE GENDER MYTH VIA FASHION MEDIA : ANDROGYNY AND DANDYISM IN CONTEMPORARY FASHION MAGAZINES." Thesis, Stockholms universitet, Centrum för modevetenskap, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-62780.
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This paper attempts to analyze different representations of "androgyny‟ as fashion tendency in contemporary fashion magazines (Vogue, i-D and LOVE Magazine) for the period of 2010 and 2011. In order to show the development of "androgyny‟ as fashion tendency, this study first explores how androgyny metamorphosed from a "hidden‟ signifier of unconventional sexuality to "visible‟ postmodern teaser for sexual identities. Currently, we live in the "Age of Androgyny‟ where the modern androgynous dandy is being seen as an aphrodisiac for the fashion industry. This study also tries to provide explanation of how "androgyny‟ and "dandyism‟ evolved from concepts to parallel trends in fashion due to their frequent and simultaneous reappearance in fashion media. In order to create nuanced portrayal in the understanding of androgyny and dandyism, qualitative method was used by describing, analysing and interpreting the representation of these trends in three different fashion and art publications. The fact that this tendency for "gender fusion‟ is increasingly finding its way into mainstream culture, with emphsis on the fashion industry, raises the question of whether the society is more open towards different gender expressions or is "androgyny‟ just another exploitative form for the fashion industry.
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Ublova, Tamara. "FASHION BRANDS ON SOCIAL MEDIA : Why consumers engage with companies via social media." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-162.
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The online consumer engagement is becoming very significant for companies striving to build their relationship with their consumers. Social media gives an opportunity not only to reach consumers in a passive way, but to engage them in active communication and to upload content that is consequently updated and drawing followers´ attention. Successful online consumer engagement can improve consumers’ loyalty and trust in the brand. Therefore, it is important for a company to be aware of actions that can encourage consumer engagement on social media. The goal of this study is to help marketers achieve higher consumer engagement that will consequently lead to more loyal customers.
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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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Laurell, Christofer. "Commercialising social media : a study of fashion (blogo)spheres." Doctoral thesis, Stockholms universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-97998.
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A common characteristic of the theoretical developments within the field of social media marketing is that activities to which consumers devote themselves in social media settings shift power from firms to consumers. Extant literature has therefore analysed the practices of consumers within social media and their potential implications for marketing. The current state of social media, however, suggests that these settings are undergoing a process of transformation. Although social media were initially characterised as non-commercial in nature, firms have started to manage interactions within these digital landscapes. From initially being characterised by its social base, this development implies that social media have become increasingly commercialised. The aim of this dissertation is to expand the literature on social media by describing the process through which they evolve from their initially social character to a commercial utility. More specifically, it seeks to develop a conceptual framework that captures the role of marketing processes that lead to the commercialisation of these spheres. This is done mainly through a netnographic study of the Swedish fashion blogosphere in order to explain how and why consumers and professionals interact, organise, create and appropriate commercial values in the fashion blogosphere. Drawing on theory of spheres, this dissertation proposes a sphereological understanding of social media that expands the role of marketing. It is suggested that social media may be understood as a collection of micro-spheres that, together, comprise a densely connected foam of spatiality and place. In these spheres, consumers, together with commercial actors, take part in practices that become increasingly commercial. In that sense, marketing takes the roles of navigating social media in search of symbolic meanings of value, and of affecting, negotiating and redefining atmospheres of places in the social media landscape.At the time of the doctoral defense the following paper was unpublished and had the status as follows. Paper 2: Accepted.
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Schröder, Alex, and Per Surber. "Fashion, fashion. We love it. How can Influencer Markeitng be a hit? : En kvalitativ studie över hur modevarumärken kan öka CBBE genom Social-Media-Influencer-Marketing." Thesis, Högskolan i Gävle, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-36374.
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Zhang, Yizhong. "Analysing mobile social media communications to fashion pure-play retailers." Thesis, University of Manchester, 2016. https://www.research.manchester.ac.uk/portal/en/theses/analysing-mobile-social-media-communications-to-fashion-pureplay-retailers(c2bbbe82-7519-41d0-8245-8b838606291d).html.
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The purpose of this thesis is to empirically analyse how a mobile instant messaging (MIM) communication channel (WeChat) adopted by pure-play fashion retailers, and also seeks to analyse current industrial practice in the rapidly expanding mobile social commerce market. This research concentrates on evaluating how MIM communication variables (socialness perception, entertainment, media richness and involvement) can affect the response of emotion and positive WOM.
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LI, YANZI, and SARAH MOUSSEAUX. "Luxury fashion brands on social media : a study of young." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17375.
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The implementation of this research increases the awareness of the value for luxury fashion brands in utilizing social media as a communication channel to reach young consumers globally. It provides a general understanding of young consumers’ perception of luxury fashion brands on social media in regards to geographic cultural background, attitude towards new luxury, and preferred way of contacts.Program: Master Programme in Fashion Management
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Andersson, Victoria, and Louise Jandér. "Social Media, Insta-Culture and The Reinvention of Fashion Week." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10147.
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Background: It is clear that the fashion industry is experiencing a change as a result of the explosion of social media. Today the four key social media platforms for fashion houses are Instagram, Facebook, Twitter and Snapchat. The society has created a culture around these media platforms, which is referred to as insta-culture. Why read Vogue magazine to find out the latest trends, when social media is covering the runways in real time? A debate about what direction the fashion industry is heading towards is a hot topic of discussion. The fashion industry has gone through changes before but now consumers have become more demanding regarding quick accessibility of fashion. Consumer behavior and the way we consume fashion has changed. An obvious sign of the change within the industry is how fashion weeks around the world have become the most coveted”it” event for celebrities and fashionistas worldwide. Fashion week is a fashion industry event that lasts around one week. The goal is for the fashion industry to network and for fashion houses to share their next season collections. Fashion weeks have traditionally been a closed, trade only-event which highlights promotional and glamorous entertainment events. However, now it is the most important shows that everyone wants to be seen at. What will become of fashion weeks is truly unknown. One thing that is for sure is that the development of social media definitely plays a vital role in the change of the industry. Aims of the research: The broader aim of this research is to analyze through the lens of fashion week, what is happening in fashion week and the driver of change within the fashion industry, social media, and to unravel why we see a change in fashion week now. The second aim is also to investigate in what way the change is affecting the way fashion is displayed at fashion weeks. Methods: This thesis was completed by gathering observations and analyzing interviews, blogs, press, journal articles, social media and observations that focused on the phenomenon of fashion week especially in the New York and Stockholm context. This qualitative method is referring to as Netnography using primarily data gathering from the internet and data from the existing interviews with people from the industry. Results: Social media has affected the fashion weeks in many ways. Today fashion brands have to include social media in their marketing strategy in order to survive in the insta-culture that reflects on the society. The insta-culture has as well resulted in that fashion week has been reinvented to an entertainment event open for everyone. The democratization of the fashion week has in turn resulted in that designers have to change how and when they deliver fashion. Instead of waiting six months for the collections to hit the stores, designers now have adopted a see now buy now model. Contributions: The result of this thesis brings awareness to people within the fashion industry and fashion theories when it comes to what is happening to the industry and how to better support fashion management strategies. Social media has created an insta-culture in the society that also affects the fashion industry. This thesis also highlights the great impact that the society has on fashion even today. This study therefore further develops the sociological theory when it comes to the impact from the society and how it affects fashion.
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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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Ginsburg, Sara A. "Postfeminism Analysis of Sexualized Images in Fashion Advertisements." Scholarship @ Claremont, 2017. http://scholarship.claremont.edu/cmc_theses/1543.
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This article applies methods of semiotic analysis to representations and understandings of female sexuality in fashion advertising. Through the framework of Paolo Freire’s Action Learning model, also known as the “empowerment spiral”, it is concluded that advertisements dealing in overt sexualization's of traditional conceptions of femininity produces a one-sided discourse in femininity in which the decoding of media images is oversimplified through a binary approach. In effect, this produces conflicts detrimental to feminist progress by virtue of ostrisizing postfeminist appreciations of sexual empowerment.
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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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Rojas, Civic Maria. "Consumer Behavior on Social Media. : A study about consumer behavior towards fashion brands on social media." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-634.
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This study aims to describe and analyse consumer behaviour in social media toward fashion brands. Specifically, it is analysed consumers’ motivations to follow fashion brands on social media, activities developed on social platforms concerning to fashion brands and level of engagement regarding fashion brands on social media.
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Mannor, Susan. "The effect of media and the fashion industry on body image." Honors in the Major Thesis, University of Central Florida, 2003. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/326.
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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information.Bachelors
Arts and Sciences
Psychology
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Kontu, Hanna. "Creating a strategy for social media : perspectives from the fashion industry." Thesis, University of the Arts London, 2015. http://ualresearchonline.arts.ac.uk/13473/.
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Social media have altered the communication landscape and significantly impacted on marketing communication. Research suggests that with the rise of social media, marketing communication has been democratised, and the power has shifted from those in marketing to the individuals and communities that create and consume content on social media and redistribute it across a variety of channels. Yet the implications of social media are still largely unknown among practitioners and managers. Interest in the use of social media in marketing is growing. In particular with the recent special issues on social media published by marketing journals, the body of research is rapidly developing. But despite the growing interest, there are no specific theories that focus on social-media marketing in the fashion industry, and limited empirical research exists on the implications of social media in the fashion sector overall. Research in this area has the potential to inform both further study and practice in relation to the use of social media in fashion-marketing communications. This study explores the development, implications and impact of social media as a part of marketing communications in the fashion industry through case studies and key-informant interviews. In particular, the aim is to build an empirically grounded framework that enables the understanding, explanation and description of the process of building a social-media strategy. The findings arising from this research can help practitioners and managers to make sense of the social-media environment and better understand how to design social-media activities and effectively use social media in marketing communications. As the field is emerging, the methodologies, theories and their application are likely to evolve considerably.
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KHODADAD, KASHI GHAZALEH. "Fashionfever-A study on the fashion bloggers’ influence on the MeWe-generation’s fashion consumption." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20175.
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AbstractDuring the recent years the fashion business has taken huge place on the Internet as a result of the emerging social media tools. One of these tools, which is the focus of this thesis, is the fashion blogs which over the past years become more popular and are today seen as a source of information and inspiration for fashion styles and upcoming trends. The boom of fashion bloggers resulted in less control by the magazines and fashion houses. Furthermore, the shift in generation that the world has faced shows that the people of 1980’s, so called the MeWe’s, are the ones who are taking over the society, such as the labour market.“The main purpose with this thesis is to examine and analyze the implications of the blog-development for fashion consumers in the MeWe-generation.”In order to perform my research I chose the qualitative approach where I interviewed ten women within the MeWe-generation. My purpose is to analyze the respondents' views and opinions in order to afterwards put it in relation to the secondary data collected. My goal has been to, as a result of the empirical materials, gain more understanding of the respondents’ views on in what extent they are being influenced by the fashion bloggers. Furthermore, the empirical study, analysis and the conclusion have been presented on the basis of following concepts within the theoretical framework: The MeWe-generation, Social Media, Blogs, Word of Mouth, Word of Mouth Marketing, Viral Marketing, Reference Groups, and Opinion Leadership.In conclusion, one could say that this study shows evidence that the MeWe-generation is being influenced by fashion bloggers. Their overall consumption behaviour is being affected by the frequently updated blogs and they are also gaining more trust towards the fashion bloggers since they can relate to them much more than to the models in the magazines. Also, as a result of the interactivity that occurs between the readers and the bloggers, a positive word of mouth is created which also increase the trustworthiness of the bloggers. Hence, one can say that by the way these fashion blogs are taking place in the MeWe-consumer’s everyday life, it is clear that they are here to stay and will remain their power of influencing them in their fashion consumption.Program: Magisterutbildning i fashion management med inriktning modemarknadsföring
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Eldred, Susan A. "The social lives of UK fashion blogs." Thesis, University of St Andrews, 2013. http://hdl.handle.net/10023/4207.
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This thesis is the result of twenty-five months of ethnographic fieldwork, both online and offline, in the United Kingdom working with London-based fashion bloggers. It aims to examine the ways that bloggers negotiate between style and identity through the presentation of self in online environments, more specifically fashion blogs and corresponding social media websites, as well as offline spaces, including London Fashion Week, industry events, and regular social interactions with other bloggers and blog readers. It also address the relationships between bloggers and members of the fashion industry, as the industry struggles to define a place for them. Furthermore, this thesis hopes to contribute to growing debates regarding the potentiality of media anthropology to influence the creation and production of ethnographic texts.
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Co, Elise Dee 1976. "Computation and technology as expressive elements of fashion." Thesis, Massachusetts Institute of Technology, 2000. http://hdl.handle.net/1721.1/61112.
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Thesis (S.M.)--Massachusetts Institute of Technology, Program in Media Arts & Sciences, 2000.Includes bibliographical references (91-92).
This thesis explores technology and computation as elements of fashion. Far beyond the definition of clothing as a necessary protective covering, fashion exists as a way for people to express themselves to others, to reflect portions of their personality in their outward appearance, and to distinguish themselves as individuals. How can technology enhance these expressive aspects of what we wear? The goal of my research is to create examples of new types of clothing based on computation, which provide modes of expression unachievable with traditional garment techniques. In this thesis, I define an area of design and research which is a synthesis of technology, computation, and fashion. I explore the constituent properties (axes) of the design space through research experiments, and present basic software and hardware architectures on which to build relevant examples of computational fashion.
by Elise Dee Co.
S.M.
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Corvera, Madeleine, and Karolina Johansson. "SMEs and social media : A study about how SMEs in the fashion industry should approach social media." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16792.
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Background The rules of marketing are changing all the time and companies have to develop new types of marketing to survive in the hard competition today. Technology has taken marketing in a new direction, where online marketing is the most dynamic and fast-moving field within marketing today. Social media is a part of online marketing that has increased a lot over the past years. Companies in the apparel industry are using social media frequently today as a way to communicate with their customers and are now being able to communicate and reach to their consumers to a much lower cost than ever before.Research Question: - What should a small and medium sized enterprise in the fashion industry consider when approaching social media successfully as a marketing strategy?Method: This thesis is based on a qualitative study with mainly in-depth interviews. We have held interviews with several respondents within our research field but with knowledge in different areas. We believe that this gives an overall perspective to the problem.Purpose: The purpose of this thesis is to increase our knowledge of how social media can be used as a marketing tool by SMEs in the fashion industry.Conclusions in short: Our main conclusion to the research is that to work with social medium in a successful way as a small or medium sized fashion company you need devotion. There is no ”right” way, and the strategy takes time. Everything should be well planned according to the nature of the business and the goals. Furthermore it is important to realize that social media is not focused on creating sales, but instead on building relationships and giving you as a business owner an insight to your customers’ minds.Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing
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Manneh, Mariama. "The Influence of Social Media on E-commerce : Fast Fashion Multinational Companies." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-23842.
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Aim: The aim of this thesis is to analyse the influence of social media on fast fashion e-commerce multinational businesses and to identify the aims of Corporations using social media and why they adopt it as a marketing strategy to meet their long term objectives. Methodology Approach: This research study utilised a qualitative approach which comprises of primary and secondary data in order to conduct research and gather empirical evidence to evaluate the research aims and questions and to fill the gap that previous researches have not sufficiently covered. This thesis involved the use of a multiple case study by interviewing four international fast fashion companies based in Sweden, Stockholm. These companies are Bik Bok, River Island, Monki and Vero Moda. The researcher used a face to face interview method and telephone method. In total ten (10) interviews have been conducted. Findings: The main finding of this research study is that the four e-commerce companies employed social media as a marketing strategy. Through thorough analysis it was found that Instagram was the most dominant of all social media platform. The use of social media marketing is vital for these fast fashion e-commerce businesses as they can have direct contact with their customers, attract new customers and to get to know their target market. These four companies opened an e-commerce business to offer product datasheet and to expand market for niche products. However, social media have also influenced few of these e-commerce businesses by the use of word of mouth. Limitations: The limitation of this study is the lack of having the perspective of managers in the department of social media. The work could have been improved if the researcher was able to be in contact with those people in order to have a better validation of this research study. Moreover, there were inadequate resources or authors that have specifically covered the influenced of social media on fast fashion e-commerce firms and how they operate. This could be seen as the research gap. Suggestions For Further Research: As this research study only covers the influence of social media on fast fashion e-commerce businesses.Further study can be conducted on the perspective of fast fashion e-commerce customer’s perspective. Moreover, a bigger sampling of respondents can be collected rather than only collecting data from 2 or 3 people from each company. There might be a possibility if the chosen sampling was bigger; the researcher could have had more concrete and solid research study.
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Dai, Cuixiang. "A path to social upheaval : media and the construction of revolutionary fashion." HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1175.
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Liu, Christine M. (Christine Mae). "Urbanhermes : fashion signaling and the social mobility of images." Thesis, Massachusetts Institute of Technology, 2006. http://hdl.handle.net/1721.1/37393.
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Thesis (S.M.)--Massachusetts Institute of Technology, School of Architecture and Planning, Program in Media Arts and Sciences, 2006.Includes bibliographical references (p. 91-94).
Urbanhermes is a messenger bag designed to display and disseminate meaningful yet ephemeral images between people in the public realm. These images surface as representation of the daily zeitgeist; the image as fashion emerges and grows in popularity as knowledge diffuses over a very short period of time. A wireless communication infrastructure allows users to pass along images from bag to bag, and potential proximity sensing adds awareness of others nearby who share a similar fashion signal. Dynamically formed communities interplay and merge through the coupled system of shared images. Urbanhermes, through adding layers of highly temporal information upon an individual's public identity, attempts to enrich social interaction and understand the cultural role of electronic fashion. The thesis, combining both social theory and technology, develops a fashion system that can enable further discussion in areas of signaling in sociable media design. We hypothesize that electronic fashion signals in the physical realm will allow people to disclose and perceive expressive qualities about themselves that would not be possible by current material fashions. This project presents a design framework and a proof-of-concept study in which this hypothesis may be examined.
by Christine M. Liu.
S.M.
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Swartz, Deja Elana. "Knock-offs, fakes, replicas, and reals : a cultural supply chain of counterfeit fashion." Thesis, Massachusetts Institute of Technology, 2009. http://hdl.handle.net/1721.1/93049.
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Thesis: S.M., Massachusetts Institute of Technology, Department of Comparative Media Studies, September 2009.Cataloged from PDF version of thesis. "August 2009."
Includes bibliographical references (pages 95-99).
This thesis attempts to uncover the emotional and cultural economics of material culture. What does it mean for material good to be "fake"? What are the salient aspects that are being copied and are those aspects purely material? How does counterfeit branded fashion function as craft, as commodity, and as idea? The first chapter, Productions, looks not just at how fakes are made but what makes a fake, at how fake branded luxury goods are produced, both materially and immaterially. The second, Exchanges, examines the three most common sites of exchange, street markets, online message boards, and purse parties, and how the culture of exchange at each site produces a value specific to that site. The final chapter, Ownerships, explores how owners and observers make meaning from branded luxury goods, real and fake, and how, more specifically, how emerging legal discourses misunderstand the nature of creativity in fashion. To conclude, it considers what it might mean, more holistically, to use branded objects made, bought, and used outside of authorized channels, to constitute everyday life.
by Deja Elana Swartz.
S.M.
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Säterö, Martin, and Albert Winter. "Fashion Killa : A study on teenager’s attitudes towards luxury fashion clothing brands." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-39701.
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Title: Fashion Killa: A study on teenager’s attitudes towards luxury fashion clothing brands. Bachelor Thesis 15HP in Business Economics (Marketing) Halmstad University School of Business, Engineering and Science Supervisor: Thomas Helgesson Examiner: Venilton Reinert Purpose: The purpose of this essay is to examine the underlying factors that affect teenager’s attitudes towards luxury fashion clothing brands. Research question: What are the underlying factors that affects the attitudes of teenager ́s towards luxury fashion clothing brands? Literature review: The literature review introduces the theories and previous findings regarding the underlying factors that can be connected to our research question and explanation on the chosen generations as this study is supposed to relate to. Frame of reference: In these sections, our main investigation topic will be explained briefly what literatures explain and approach this matter. Our investigation topic “attitudes” have a meaningful role in this paper and it is defined in these sections as well is our choice of model. In the end of this chapter, we present our hypothesis which is based on our chosen model. Method: Based on the literature review and frame of reference a quantitative study was created where 408 Swedish respondents within the generation Z participated. Empirical findings: The survey consisted of 25 statements and questions as regard to our theories and could easily be connected to our chosen model. A Likert-scale from 1-5 was used so the respondents easy could fill in on what level they agreed or disagreed to. Conclusion: The conclusion on this study is that affect which are one of the three components that builds up attitudes. It is the component that positively influence teenagers the most. We can also see that social media have a great positive impact on their attitudes followed by luxury marketing and psychological benefits.
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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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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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Bryant, Susan C. "The Beautiful Corpse: Violence against Women in Fashion Photography." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/scripps_theses/158.
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My senior thesis deals with contemporary depictions of sexualized violence against women in fashion photography. Images of bloodied, bruised, and dead-looking models have proliferated in fashion magazine editorials and advertisements since the 1970s and I want to explore why sexualized violence is seen as sexy and compelling advertising, in light of the fact that domestic violence is the greatest cause of injury to women in America. I produced my own fashion photographs in locations of actual female homicides in Los Angeles County, particularly those nearest to Claremont, with the use of The Los Angeles Times online homicide database, which pinpoints every homicide reported in L.A. County since 2007. We live in a world plagued by violence and by creating my own violent, fashion photographs in actual homicide locations, I hoped to jar the viewer out of neutrality and expose violent advertisements and editorials for what they are: objectifying, exploitative, and perverse expressions of hostility against women. The images abuse and demean commercial speech privileges and glamorize and trivialize horrific, actual experiences of violence suffered by countless women.
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Callan, Ariana. "Pyramide: The Changing Power Structure of Fashion." Scholarship @ Claremont, 2017. http://scholarship.claremont.edu/scripps_theses/981.
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This project examines the changing world of fashion in an interactive digital magazine format. In the past few years, fashion has increasingly been democratizing, as new designers and forms of media increasingly gain influence. Ready-to-wear designers are working with lower-end brands through collaborations, redefining what each brand is supposed to do, while blogging is allowing those whose voices are usually unheard to openly critique and influence fashion. Overall, they are creating a more democratized space, challenging what was once normal in the fashion industry.
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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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Cant, Mercedes. "#AerieREAL: Exploring the Tactics of Using Authentic Images in Branding of Young Women’s Fashion Companies." Thesis, Université d'Ottawa / University of Ottawa, 2019. http://hdl.handle.net/10393/39625.
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This thesis explores themes of authenticity in the Aerie REAL branding campaign. In it, I explore how Aerie links notions of authenticity, expressed as a vocal denunciation of photo-editing techniques, with the ideal female body. To do this, I analyze Aerie’s branding materials (including social media posts on two different websites, as well as Aerie product photography) in context of its lack of photo-editing and other branding choices, including its choice of brand spokesperson. I consider these materials within a semiotic framework developed from the French school of semiotics, and analyze them both through this framework and a content analysis. I also consider concepts of Aerie’s brand personality. In this study I illuminate many of the tensions between Aerie’s explicit goals in its REAL campaign and what it has presented within the campaign. This has implications for future representations of women in advertising, as well as the use of authenticity as a brand position.
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Gu, Xin. "Social networks in cultural industries : fashion, new media and network development policy in Manchester." Thesis, Manchester Metropolitan University, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.492146.
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This thesis is a multi-disciplinary approach to the subject of 'cultural industries'. The term has been mostly debated within subjects of social economics, economic geography and cultural studies alongside the public interests in the term. The aim of this research is to investigating the role of social networks in the development of cultural industries and the proposition of network development policy. It is based on the review of dominant critics about the commodification or the exploitation of social relationships in cultural industries and how it is an outcome of increasing individualization. Through qualitative interviews and ethnographical case studies, this thesis attempts to draw attention to the social, cultural or aesthetic aspects of the networks. The uniqueness of this research hence comes from its focus on the sociological explanation for networking instead of relying on theories within economics, economic geography or political economy alone. Although these areas have been most fruitful in concerning the functionality of social networks, it is felt in this research that the non-instrumental roles of these social networks are under-represented. The results show the tendency of a rejuvenation of social responsibility, creative authenticity and other non-instrumental aspects in developing interpersonal relationship in the independent cultural sectors in Manchester. In particular, the increasing integration between these non-instrumental aspects and the economic functions in these industries suggests that it is a 'constitutive' progress - it is not only about making a living as an artist but also about living like one. These new affective communities in cultural industries become very attractive to the development of local creative economy despite that it imposes real challenges to local policy makers. The role and practice of CIDS in terms of forming networking infrastructures for local cultural businesses provide templates to understand both tensions and conflicts among the parties involved.
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Прокопенко, Наталiя Миколаївна, Наталья Николаевна Прокопенко, Nataliia Mykolaivna Prokopenko, and L. Vishnyak. "Communicative function of foreign professionalism in media discuss (on materials of fashion-thematic sections)." Thesis, Sumy State University, 2019. https://essuir.sumdu.edu.ua/handle/123456789/77203.
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謝浩麟 and Ho-lun Tommy Tse. "This is not an LV bag : the simulacra of fashion in and beyond the media business in Hong Kong and mainland China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2013. http://hdl.handle.net/10722/206434.
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Fashion is ubiquitous, and it plays a significant role in the contemporary global market, in the creative industries and in urban social space. In the realms of art, history, philosophy and cultural studies, however, fashion is often regarded as a subaltern, peripheral or even unorthodox topic. Hence, this study aimed at remapping the relationships among the interdisciplinary and conflicting notions of fashion, determining which and how fashion theories are applicable to the real fashion industry in a specific place at a particular time, apprehending the nuanced mechanisms involved, and seeking to create a substantial case for the social construction of fashion.
In general, the research investigated how the global fashion industry and the print media in Hong Kong appropriate, negotiate and re-create ideas of fashion. The research questioned how and why fashion media personnel represent certain luxury brands as fashionable through textual and visual signs, how they learn and improvise their ideas of fashion at the outset, and how they adapt and negotiate fashion’s meanings.
The presentation will be in three parts. First, the literature on interdisciplinary fashion theories, the fashion business and case studies will be reviewed to explain the delicate and unobserved process of fashion communication. An empirical study of fashion marketers’ and media personnel’s perceptions, and their creation and negotiation of fashion meanings will be presented. This involved participant observation and in-depth interviews in two different but highly connected fields: as a fashion reporter in the editorial team of a Hong Kong fashion magazine; and as a marketing assistant in the PR and marketing team of a British luxury accessory brand. The rapport built through the fieldwork facilitated thirty-six in-depth interviews with Hong Kong and mainland Chinese fashion media personnel, including the editors, copywriters, advertising sales managers, graphic designers and photographers of twelve publications; Asian fashion bloggers, marketing personnel from global fashion conglomerates, fashion distributors and consultants from across the Asia-Pacific region. The results demonstrate the complex construction and negotiation of fashion culture(s) in Hong Kong and mainland China (in relation to the West) on the personal, organizational, industry and national levels. Whether and how far Western fashion theories can be applied to Asia’s fashion industry and media business is discussed.
The results of this interdisciplinary study elucidate the evolution of the fashion media and fashion meanings in Hong Kong and mainland China since the 1980s, unveiling the unique and little-understood apparatus of Asia’s fashion industry in the global context. The “four myths of fashion” theorized by the researcher explain the conflicting imaginaries and hybridized patterns of fashion—It is at once mainstream and niche; is manifested officially and personally; is preset yet negotiable; is at once commercial and creative; comprises both Western and Asian elements; is communicated both top-down and bottom-up; is uprising or decaying at the same time; goes premium and mass in chorus. They also lead readers to look through the simultaneously constraining and enabling nature of fashion—the fashion simulacra—in the postmodern capitalist world in realistic social setting.published_or_final_version
Sociology
Doctoral
Doctor of Philosophy
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Zietek, Nathalie. "Influencer Marketing : the characteristics and components of fashion influencer marketing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10721.
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The ad blocking hype has brought new challenges for fashion brands to be seen and heard. Therefore new marketing strategies have to be found. Since the usage of mobile devises increased and consumers spend more time on online social networks - influencer marketing had been found as a authentic marketing channel to reach the consumers. Therefore this thesis aims on providing fashion brands a guideline of the components and characteristics of influencer marketing. To accomplish this research objective the qualitative method approach of expert interviews had been chosen and four experts from the fashion influencer marketing were questioned about their daily work with influencers to elaborate their needs and the challenges they are facing. The interviews lead to four core components of influencer marketing: authenticity, long-term relations, co-creation and micro-influencers. Underneath these core components the following sub-components were found: brand fit, exclusivity, visual language, passion, trust, price, creative freedom, and frequent communication. The main conclusion of this study is that working with micro influencers is key a component of influencer marketing. These influencers tend to have high authenticity, are experts in a certain niche and are not motivated by monetary reasons.
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Chiou, Ta-gang 1976. "Virtual fashion : tracking and analyzing cultural dispersion on the World Wide Web." Thesis, Massachusetts Institute of Technology, 2000. http://hdl.handle.net/1721.1/61114.
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Thesis (S.M.)--Massachusetts Institute of Technology, School of Architecture and Planning, Program in Media Arts and Sciences, 2000.Includes bibliographical references (leaves 82-85).
In the real world, people clothe themselves in garments whose cut and design encodes information about their social identity. This encoding changes temporally as the design spreads throughout a population: this is the basis of "fashion." A similar sense of fashion has emerged on the World Wide Web (WWW), as people embellish their homesites with links, pictures, and other objects that exhibit similar patterns of dispersion. I have developed tools and algorithms for tracking and analyzing this "virtual fashion." The initial approach is to examine a set of selected homesites each week and track the spread of links. By developing a system for collecting and analyzing the data, this research provides both macro and micro readings of the phenomenon of virtual fashion. The system shows what is popular, ways that things are related, and what is emerging online. I also use data collected by the system to think about existing social theories of fashion and see how they may help develop models of virtual fashion. This research helps people further understand how the WWW functions as a social environment.
Ta-gang Chiou.
S.M.
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Sturgill, Aaron A. "An Investigation of College Men's and Women's Fashion Adoption Influenced by Celebrities." Ohio University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1308166054.
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Ragnarsson, Julia. "WHO ARE U WEARING? : investigating iconic celebrity fashion images as dress." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10749.
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This collection is an observation of the relationship between celebrity culture, fashion and the female form. Exploring how the modern fashion image is communicated to a wider audience through mass media. At the same the work aims to explore new ways of developing clothing from a starting point in figurative prints. The work explores the body as the new context of the celebrity image in order to display different perspectives of both image and body. This has been found through an interaction between print and body, the visual perception within the relationship of these and from a social point of view. The work displays thoughts regarding perspectives on body ideals, female stereotypes, fashion, clothing, mass media and fame in today’s society. The bodies of celebrities are seen as walking billboards and advertisement for designers, the work questions this adopted culture by highlighting the phenomenon. While the work is a comment on the ridiculousness within the mass media and celebrity worship, it is also a homage to these women who have put a mark in fashion history. The final result could be seen as a series examples of possible outcomes from working with the image in relation to body. But also as a statement on how the current state of fashion, where new ideas seem less important as who is wearing what.
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Laakkonen, Viivi. "Finland's Biggest Dress Party : A Study of the Role of Women's Appearances at the Independence Day Reception." Thesis, Stockholms universitet, Modevetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-160039.
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Finland’s Biggest Dress Party – A Study of the Role of Women’s Appearances at the Independence Day Reception, aims to understand the role of dresses at Finland’s Independence Day Reception by focusing on how the reception has earned a title “Finland’s biggest dress party”, and meanings behind the dresses. The aims are studied combining fashion and media studies in three analytical chapters focusing on the media’s development and influence, how the dresses work as a communication tool and what kind of messages are sent through dresses, and Finnishness and national identity in the dresses. The chapters are linked to each other by the importance of the communication between the dresses, the media and the audience during the hype around the Independence Day Reception. The study is based on interviews, which were conducted with seven reception guests and three dress designers, archival studies, visual culture studies and (fashion) media discourse. The study draws on theories by Roland Barthes, Malcolm Barnard and Erving Goffman.
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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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Horbaniova, I. V. "How technologies will change our life and fashion industry in 2019." Thesis, Київський національний університет технологій та дизайну, 2019. https://er.knutd.edu.ua/handle/123456789/14394.
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Sun, Yanshu. "Media exposure, self and fashion clothing involvement of Chinese young people: analyses of effect models." HKBU Institutional Repository, 2013. https://repository.hkbu.edu.hk/etd_oa/15.
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This study develops a complicated analysis model to explore more understanding for fashion communication in Confucian culture background, especially for the latest Chinese fashion. The current study examines theoretical connections between media exposure, some psychological and social variables and fashion clothing involvement in Chinese society within a predictive framework. To better understand the relations between these psychological factors, social norms and fashion clothing involvement, this study also explores several effect models, such as moderation effect, mediation effect and mediated moderation effect. Two studies were conducted using both quantitative and qualitative methods. In the first study, the author collected data through a random sampling survey. To cross-validate the survey findings, a second study adopting the method of group interviews was conducted. Results indicate that fashion clothing involvement is a function of exposing to the media, achievement lifestyle, perception of success, peer influence, cognitive dissonance reduction, and comparing with others. The results also indicate the complicated relations, such as, lifestyle factor moderates the tie between media exposure and fashion clothing involvement; social comparison processes mediates the relationship between media exposure and fashion clothing involvement; self-discrepancy also influences the relationship as a moderator; notably, social comparison mediates the moderation effect from self-discrepancy. Individuals with high levels of self-discrepancy experience more negative emotion from comparing to thin-ideal image in fashion media than those with low levels. Another finding is that traditional media, particularly magazines, are as strong in explanatory power as new media (e.g. website) in the model of fashion communication. Theoretical implications of this study provide an advance in understanding the mechanisms underlying internalization and the use of social norms, furthermore, develop the knowledge of self related theories.
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Morrison, Glenda. "Fashion models and women's body image : differences in perceived media effects between black and whites." Connect to resource, 1998. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1241091726.
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Rezzano, Alessia <1995>. "Analysis of Chinese consumers behaviour and social media communication: a focus on luxury fashion brands." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13747.
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The purpose of this thesis is to discuss the communication of luxury brands through social media, by focusing on cross-cultural aspects between the Chinese society and the Western one.
The first chapter analyses the importance of culture in implementing international marketing strategies and the relevance of finding the perfect balance between standardization and adaptation. To advertise a product in a country that is different from the home market, it is essential to be deeply aware of the foreign environment, not only in social, psychological and behavioural terms but also in the choice of the best market segment. In this way, a precise and detailed analysis of the Chinese cultural context is presented, thanks to Geert Hofstede’s cultural dimensions. Finally, the chapter deals with the importance of the physical point of sale and the role of distribution.
The second chapter focuses on the specific area of interest of this thesis: the luxury fashion sector and the role of social media in Chinese society. In order to understand Chinese customers and their purchase and internet habits, a questionnaire is designed to gather information about new concrete research data: 151 answers were collected in China.
The final chapter focuses on a qualitative analysis of a total of 200 posts from the social media platforms Facebook and Weibo, to verify whether the 10 selected luxury fashion brands communicate in the same way to Western and Chinese consumers or not.
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Wara, Ummul. "A Framework for Fashion Data Gathering, Hierarchical-Annotation and Analysis for Social Media and Online Shop : TOOLKIT FOR DETAILED STYLE ANNOTATIONS FOR ENHANCED FASHION RECOMMENDATION." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-234285.
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Due to the transformation of different recommendation system from contentbased to hybrid cross-domain-based, there is an urge to prepare a socialnetwork dataset which will provide sufficient data as well as detail-level annotation from a predefined hierarchical clothing category and attribute based vocabulary by considering user interactions. However, existing fashionbased datasets lack either in hierarchical-category based representation or user interactions of social network. The thesis intends to represent two datasets- one from photo-sharing platform Instagram which gathers fashionistas images with all possible user-interactions and another from online-shop Zalando with every cloths detail. We present a design of a customized crawler that enables the user to crawl data based on category or attributes. Moreover, an efficient and collaborative web-solution is designed and implemented to facilitate large-scale hierarchical category-based detaillevel annotation of Instagram data. By considering all user-interactions, the developed solution provides a detail-level annotation facility that reflects the user’s preference. The web-solution is evaluated by the team as well as the Amazon Turk Service. The annotated output from different users proofs the usability of the web-solution in terms of availability and clarity. In addition to data crawling and annotation web-solution development, this project analyzes the Instagram and Zalando data distribution in terms of cloth category, subcategory and pattern to provide meaningful insight over data. Researcher community will benefit by using these datasets if they intend to work on a rich annotated dataset that represents social network and resembles in-detail cloth information.Med tanke på trenden inom forskning av rekommendationssystem, där allt fler rekommendationssystem blir hybrida och designade för flera domäner, så finns det ett behov att framställa en datamängd från sociala medier som innehåller detaljerad information om klädkategorier, klädattribut, samt användarinteraktioner. Nuvarande datasets med inriktning mot mode saknar antingen en hierarkisk kategoristruktur eller information om användarinteraktion från sociala nätverk. Detta projekt har syftet att ta fram två dataset, ett dataset som insamlats från fotodelningsplattformen Instagram, som innehåller foton, text och användarinteraktioner från fashionistas, samt ett dataset som insamlats från klädutbutdet som ges av onlinebutiken Zalando. Vi presenterar designen av en webbcrawler som är anpassad för att kunna hämta data från de nämnda domänerna och är optimiserad för mode och klädattribut. Vi presenterar även en effektiv webblösning som är designad och implementerad för att möjliggöra annotering av stora mängder data från Instagram med väldigt detaljerad information om kläder. Genom att vi inkluderar användarinteraktioner i applikationen så kan vår webblösning ge användaranpassad annotering av data. Webblösningen har utvärderats av utvecklarna samt genom AmazonTurk tjänsten. Den annoterade datan från olika användare demonstrerar användarvänligheten av webblösningen. Utöver insamling av data och utveckling av ett system för webb-baserad annotering av data så har datadistributionerna i två modedomäner, Instagram och Zalando, analyserats. Datadistributionerna analyserades utifrån klädkategorier och med syftet att ge datainsikter. Forskning inom detta område kan dra nytta av våra resultat och våra datasets. Specifikt så kan våra datasets användas i domäner som kräver information om detaljerad klädinformation och användarinteraktioner.
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Araújo, Ãngela Rita Franco. "Dinâmicas concorrenciais no mercado de revistas de moda / femininas em Portugal entre 2006 e 2009." Master's thesis, Faculdade de Arquitectura de Arquitectura, 2010. http://hdl.handle.net/10400.5/3310.
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Tese de Mestrado em Design de ModaEsta investigação estudou as dinâmicas concorrenciais no mercado de revistas de moda em Portugal num período de 4 anos (entre 2006 e 2009). Procurámos conhecer a diversidade deste tipo de publicações, como são constituídas, se dependem dos grupos editoriais internacionais, e no caso afirmativo, em que medida. Também averiguámos qual a importância da moda portuguesa versus a moda internacional no compito geral de cada revista, o público alvo, os compromissos publicitários, qual a relação das edições impressas com as edições on-line e como as revistas lidam com a divulgação imediata das mesmas notícias noutros suportes. Para tal o nosso estudo focou-se em três vertentes. A primeira consistiu na análise de sete revistas (Activa, Cosmopolitan, Elle, Happy Woman, Lux Woman, Máxima e Vogue) através de um levantamento de conteúdos e de orientação de cada linha editorial, do público-alvo e das linhas de diferenciação entre elas. A segunda foi a análise da evolução das revistas ao longo desses 4 anos em termos de vendas, difusão e audiências. Finalmente a realização de entrevistas a profissionais da área, ligados às várias publicações. Através do cruzamento destes dados concluímos que existe diversidade entre as revistas de moda em Portugal mas que devido à concorrência cada vez mais feroz, algumas publicações começam lentamente a assemelharem-se umas com as outras, comprometendo assim a sua identidade.
This research studies the competitive dynamics in the market of fashion magazines in Portugal in a period of 4 years (between 2006 and 2009). We were interested in knowing the diversity of this kind of publications, as they are incurred, if they depend on the international publishing groups and how much, the importance of Portuguese fashion versus international fashion in the compete overview of each magazine, the target audience, the advertisers commitments they have, what is the relationship between print editions and booming online editors, and how they deal with the immediate release of the same news in other media. To accomplish this study we focused on tree aspects. The first was the analysis of seven magazines (Activa, Cosmopolitan, Elle, Happy Woman, Lux Woman, Máxima e Vogue) trough a survey of content and orientation of each editorial, audience and differentiation between them. Secondly we have analyzed the evolution of these magazines over these 4 years in terms of sales, distribution and audiences. And finally the execution of questionnaires on professionals linked to the publications that we have studied. Through the comparison of these data, we concluded that there is diversification between fashion publications in Portugal; however regarding the great completion between them, some of those magazines are starting to become similar, and are losing their identity.
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Douib, Stephie. "Consumer Engagement on Social Media : An Explorative Study of Co-Creative Interaction and Activities on Luxury Fashion Brands’ Corporate Social media pages." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27463.
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Considering social media’s widespread marketing possibilities this study aims at investigating consumer engagement across YouTube, Facebook and Twitter and how luxury fashion brands can produce such activities on their corporate social media pages. Through applying a mixed method combining both social media data collection together with conducting a content analysis, both quantitative and qualitative measurements were attained. This to provide a deeper understanding when analyzing actual consumer engagement efforts and what role brands’ content strategies play in encouraging these activities. The results confirmed some expectations of the heterogeneous nature of social media as the level of consumer engagement showed to vary notably between both platforms and brands. More so, the results in the current study were not able to confirm any great effects of firm engagement having a direct effect on consumer engagement, instead response and interaction seems to be strictly related to content and product factors. In turn, these factors in relation to aspects such as the psychological state of mind, social, emotional and behavioral aspects showed to be encouraging added consumer engagement.
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Talarek, Piotr. "Understanding Fashion : A Qualitative Content Analysis of the audience reactions to the covers of British Vogue April 2021." Thesis, Malmö universitet, Institutionen för konst, kultur och kommunikation (K3), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-44016.
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This thesis aims to examine different independent fashion audience reactions to the covers of UK Vogue April 2021, which featured four upcoming models of color: Mona Tougaard, Janaye Furman, Achenrin Madit, and Precious Lee. The study focuses on responses gathered from two fashion sources: The Instagram account Diet Prada, and a fashion forum called The Fashion Spot. In addition, the design has been extended by The Fashion Spot fashion crowd’s reactions to the Vogue Italia July 2008 also known as “The Black Issue”. The thesis intends to associate the main research problem with the magazine industry and digital world of fashion, media producers and advertisers, the issue of power, and female models diversity on the covers of Vogue. The study employs a method of qualitative content analysis. Additionally, Stuart Hall’s encoding and decoding model has been implemented to define the message displayed on the fashion magazine covers and to examine the readers' reactions based on the collected data. The findings show that even though the UK Vogue April 2021 covers met with positive reactions and approval from independent industry voices, some concerns have appeared. While British Vogue has been praised for its decision to feature four black models on the covers, it has been mentioned that other international editions of Vogue did not decide to follow this idea. Moreover, the lack of more diverse fashion producers, such as fashion photographers or stylists has been pointed out. A comparative analysis of the reaction data studied also showed that the audiences of the two independent fashion platforms tend to differ in terms of reactions to the covers. Furthermore, an additional comparison between the Vogue Italia July 2008 and UK Vogue April 2021 has highlighted the differences between the social and cultural changes as well as the perception of a fashion magazine as a media.
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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.