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Journal articles on the topic 'Global fashion brand'

Author: Grafiati

Published: 5 June 2025

Last updated: 16 July 2025

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1

ELNASHAR, ELSAYED AHMED, L. LYUBOKHINETS, and N. TANASIIENKO. "ANALYTICAL STUDY OF BUSINESS MODELS IN FASHION THEORY STRATEGY FOR GLOBAL MARKETING." Herald of Khmelnytskyi National University. Economic sciences 284, no. 4 (2020): 99–107. https://doi.org/10.31891/2307-5740-2020-284-4-19.

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Analytical Study Of Business Models In Fashion Theory Strategy For Global Marketing, and there is no any study of this Megastore, and this research study investigate the international brands of Benetton as brand Lifestyle. The brand has been analyzed by the current parameters of brand analysis, overall brand perception, brand associations, and brand involvement, as well as two factors – the difference in consumer areas in Cutis’s convergence to international brands on regional brands. Snowball method to collect data, on Facebook pages also poster in their WhatSapp a device or conduit for suppl

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Su, Jin, and Aihwa Chang. "Factors affecting college students’ brand loyalty toward fast fashion." International Journal of Retail & Distribution Management 46, no. 1 (2018): 90–107. http://dx.doi.org/10.1108/ijrdm-01-2016-0015.

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Purpose The purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining US college students’ perceptions and loyalty toward fast fashion. Design/methodology/approach Using consumer-based brand equity approach, a research model which examines the factors affecting consumer’s brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer’s perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect

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Haque, Marissa Grace, and Santi Rimadias. "Driving Global Apparel Consumption: The Impact of Cause Marketing on Indonesian Fashion Purchases." JBMP (Jurnal Bisnis, Manajemen dan Perbankan) 10, no. 1 (2024): 1–15. http://dx.doi.org/10.21070/jbmp.v10i1.1815.

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This study employs a quantitative approach to investigate the role of cause-related marketing (Cr-M) in enhancing purchase intention for Chikigo, a local fashion brand in Indonesia. Utilizing Partial Least Squares (PLS) analysis via Smartpls 3.0 software, data from 64 respondents gathered through online questionnaires were analyzed. The findings reveal a positive impact of attitudes toward cause-related marketing on brand attractiveness, brand image, and purchase intention. Moreover, brand credibility significantly influences attitudes toward cause-related marketing. While brand image positive

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Zhang, Ercen. "Behind Zara’s success: An analysis of brand marketing and management in fast fashion." SHS Web of Conferences 199 (2024): 02005. http://dx.doi.org/10.1051/shsconf/202419902005.

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This paper focuses on an in-depth analysis of the fashion retail brand Zara, starting with a detailed introduction of its brand background, history, and main features. Zara, a brand of the Inditex Group, is known for its quick response to market trends and for offering high-quality and fashionable clothing products. This article explores how Zara has had a significant impact on the global fashion industry with its unique brand positioning. In addition, the thesis delves into its market positioning and its strategies to stand out in the global fashion market through its fast fashion model. It f

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Putra, Edy Yulianto, Warna Gamelia, and Hepy Hefri Ariyanto. "Analysis of Local Fashion Competition Readiness through Consumer Shopping Intention: A Media and Brand Authenticity Approach." Jurnal Manajemen dan Kewirausahaan 12, no. 2 (2025): 207–21. https://doi.org/10.26905/jmdk.v12i2.14083.

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The fashion industry in Indonesia faces competitive challenges as digital technology develops. The emergence of new local fashion brands and consumers' easy access to global brands through digital platforms have created intense competition. To compete effectively, a deep understanding of shopping intentions is crucial for local fashion brands. Therefore, this study was designed to determine the variables influencing local fashion purchase intention, specifically focusing on advertising, entertainment, e-WOM, interaction, and trendiness, while also examining the mediating roles of brand trust a

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Kim, Dong Hyun, and Jin-Hwa Lee. "A Case Study on Metaverse Fashion Marketing of Global Fashion Luxury Brand." Institute of Art & Design Research 25, no. 1 (2022): 11–24. http://dx.doi.org/10.59386/jadr.2022.25.1.11.

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This study began with the development of the 4th Industrial Revolution technology and interest in metaverses. The purpose of the study is to find out marketing through the convergence of fashion luxury brands and metaverses. In addition, the purpose is to study new types of communication about metaverse marketing by studying marketing cases by brand. Therefore, research was conducted through literature, previous studies, and press releases of domestic and foreign media. Gucci, Louis Vuitton, Burberry, and Dolce & Gabbana, who have released a number of virtual fashion products and are

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Kim, Dong Hyun, and Jin-Hwa Lee. "A Case Study on Metaverse Fashion Marketing of Global Fashion Luxury Brand." Institute of Art & Design Research 25, no. 1 (2022): 11–21. http://dx.doi.org/10.59386/jadr.2022.25.1.10.

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This study began with the development of the 4th Industrial Revolution technology and interest in metaverses. The purpose of the study is to find out marketing through the convergence of fashion luxury brands and metaverses. In addition, the purpose is to study new types of communication about metaverse marketing by studying marketing cases by brand. Therefore, research was conducted through literature, previous studies, and press releases of domestic and foreign media. Gucci, Louis Vuitton, Burberry, and Dolce & Gabbana, who have released a number of virtual fashion products and are

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Khurana, Karan. "Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market." International Journal of Social Sciences and Management 5, no. 1 (2018): 18–30. http://dx.doi.org/10.3126/ijssm.v5i1.19005.

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This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures and for how consumer perceives global and local brands and their responses in the event of failure present or absent related to brand performance and brand familiarity, brand presence and prestige, brand equity, product country match, country ethnocentrism.This research is conducted in regards to women consumers in two cities in North India related to global and local brands with impact of perceived brand globalness to brand failures present or absent

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Tzeng, S. Y., and W. M. Wong. "Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands." South African Journal of Business Management 47, no. 4 (2016): 83–92. http://dx.doi.org/10.4102/sajbm.v47i4.77.

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This study explores consumers’ decision-making in terms of intention to switch to foreign brands from domestic brands when purchasing cell phones and sports shoes. A survey of 584 undergraduates in Guangdong, China, shows that domestic brands retain their low quality-conscious, low fashion-and-recreational-conscious and low price-conscious customers and attract low brand-conscious and high choice-confused buyers from foreign brands. Foreign brands typically retain their consumers who are highly conscious of fashion and recreation and keep and draw customers with low choice confusion. High-pric

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Kim, Hyojung, Jinju Lee, and Ki-Hwan Kwon. "Kolon FnC’s Global Expansion Strategy." Asian Case Research Journal 21, no. 02 (2017): 253–80. http://dx.doi.org/10.1142/s0218927517500092.

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Korean fashion firms face difficulties in sustaining their growth momentum because of market stagnation and the aggressive entry of global luxury and SPA brands. To find a breakthrough, local fashion firms are adopting diverse strategies, including direct entry, licensing, and acquisitions, to successfully tap into the global market. Kolon FnC, which is among the five affiliates of Kolon Industries, focuses its business in the production and sales of fashion goods and clothing lines. Focusing on its strength as a leading brand power in the sports and outdoor segment, Kolon FnC is making strate

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Lin, Jin. "Study on Brand Management of Fashion Brands." Advances in Economics, Management and Political Sciences 55, no. 1 (2023): 24–29. http://dx.doi.org/10.54254/2754-1169/55/20230955.

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Amidst the backdrop of swift economic progression and surging consumption rates, the global goods market is witnessing heightened brand competition. This evolving scenario has rendered domestic fashion brands particularly susceptible to various external adversities. Prominent among these challenges are misconceptions in brand management characterized by inadequate market positioning, diminished market share, nascent brand imagery, evolving marketing channels, and stagnation in social marketing innovation. To traverse this intricate environment, businesses must champion a forward-leaning stance

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Qian, Jiayu. "Exploring Sustainable Fashion: Market Dynamics, Future Trends, And Strategic Imperatives." Journal of Education, Humanities and Social Sciences 35 (July 4, 2024): 366–72. http://dx.doi.org/10.54097/54kgx750.

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Sustainable fashion has emerged as a pivotal trend within the global fashion industry. This research delves into the current landscape, future trajectories, and associated opportunities and challenges for brand development within the paradigm of sustainable fashion. Examining the current market scenario, it highlights the escalating consumer demand for sustainable fashion and the competitive dynamics among brands. The Future Trends section of the study anticipates the trajectory of sustainable fashion, presenting strategies for brands to adopt. It assesses both the advantages and challenges wi

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PALA, Zeynep, and Hakan ÜNAL. "A RESEARCH ON THE BUYING BEHAVIOR OF GLOBAL SPORTS CLOTHING BRAND CONSUMERS." International Refereed Journal of Humanities and Academic Sciences, no. 24 (2021): 0. http://dx.doi.org/10.17368/uhbab.2021.24.01.

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Aim: This research is a cross sectional study which is designed to examine the factors that effect on the consumers’ purchasing behaviors of global sportswear brands. Method: By applying the simple random sampling method, the sample size was determined as (n) = 550 when the number of people in the population (N)=1500 (total number of students in the Faculty of Sports Sciences). The Socio-Demographic Characteristics Form and the 5-point Likert-type Consumer Purchasing Behavior Scale consisting of 7 sub-dimensions developed by Sproles and Kendall (1986) and adapted into Turkish by Bikari (2013)

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Jung Jung, Hye, Yuri Lee, HaeJung Kim, and Heesoon Yang. "Impacts of country images on luxury fashion brand: facilitating with the brand resonance model." Journal of Fashion Marketing and Management 18, no. 2 (2014): 187–205. http://dx.doi.org/10.1108/jfmm-10-2013-0113.

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Purpose – This paper aims to identify the dimensionality of country image (CI) for luxury fashion brand and examine the multi-faceted impacts of CI on brand awareness, perceived quality, and brand loyalty in accordance with the brand resonance model. By identifying the constructs and conceptualizing and comparing the luxury fashion-brand resonance model between countries, this study demonstrates the pertinent CI impacts on luxury fashion-brand resonance in addition to exposing the cultural discrepancies between the Korean and the US samples. Design/methodology/approach – Based on three studies

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Santiworarak, Weerin, Sangpetch Srinim, Vereese Chiansirikraiwut, Charothorn Tipuppathum, and Patcha Utiswannakul. "Soft Power Strategies for Lifestyle Fashion Brands: A Case Study Comparing Fashion Brands in South Korea and Thailand." Asian Creative Architecture, Art and Design 37, no. 2 (2024): 1–23. https://doi.org/10.55003/acaad.2024.273994.

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The soft power strategies for fashion lifestyle brands are examined in this comparative case study between South Korean and Thai fashion brands, using the 5P’s framework: Product, Price, Place, Promotion, and People. The study reveals that a critical factor contributing to the success of South Korean fashion brands is the strong collaboration between the public and private sectors. The government allocates budgets and establishes central agencies to support brand image building through entertainment media, such as music, films, and TV dramas. By using well-known artists and actors to promote p

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정갑연, Kim, Min-Suk, and Yong Woon, Jang. "A Study on the Structural Model of Global Fast Fashion Brand Characteristics and Global Fast Fashion Brand Experience." Global Business Administration Review 12, no. 1 (2015): 43–76. http://dx.doi.org/10.17092/jibr.2015.12.1.43.

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Ge, Yue. "Analysis of Transcultural Communication of Eastern Brands Based on Encoding and Decoding Theory-Taking Issey Miyake for Example." Journal of Education, Humanities and Social Sciences 8 (February 7, 2023): 1008–14. http://dx.doi.org/10.54097/ehss.v8i.4394.

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With the globalization of communication nowadays, the needs of fashion brands are also increasing especially for those eastern brands, which appeared less in the global fashion stage before. This paper focuses on and explains how to conduct transcultural communication successfully for eastern brands based on the encoding and decoding theory proposed by Stuart Hall. Taking three cases of Japanese brand Issey Miyake for examples, this research analyzes how the brand encoded information in the advertisements and designs and then concludes three aspects of problems, different social contexts, orie

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Syah, Lin Yan, Dedi Rianto Rahadi, and M. Mifta Farid. "The GENERATION Z CONSUMER BEHAVIOR TOWARDS LOCAL AND IMPORTED FASHION PRODUCTS." Journal of Management and Leadership 5, no. 2 (2022): 55–65. http://dx.doi.org/10.47970/jml.v5i2.300.

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Indonesia's domestic market, which is a very broad market with a very dense total population which can be estimated at around 270 million people (BPS, 2021). Such a large domestic market can push the possibility of forming a strong competition or competition between imported products and local products. Increasing local brands is a strategic step that is useful to show or introduce Indonesian-made products to the global market. The purpose of this research is to understand the attitudes of Generation Z consumers towards local and imported fashion brands. The research methodology uses a d

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Xia, Xinyi. "An Analysis of Chanel’s Strategic Brand Management." Journal of Education, Humanities and Social Sciences 35 (July 4, 2024): 546–51. http://dx.doi.org/10.54097/cr6qmc06.

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This study is analyzing the strategic brand management of Chanel as a luxury and fashion brand. As one of the world's leading luxury brands, Chanel has successfully established a strong brand image in the global market by virtue of its unique design concept and excellent product quality. Chanel's successful brand management is revealed through an in-depth discussion of its brand positioning, target market strategy, product line and innovation, communication and promotion, and channel management. The study finds that Chanel stands out in the highly competitive luxury market by virtue of its cle

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Millspaugh, Jennifer, and Anthony Kent. "Co-creation and the development of SME designer fashion enterprises." Journal of Fashion Marketing and Management 20, no. 3 (2016): 322–38. http://dx.doi.org/10.1108/jfmm-10-2015-0085.

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Purpose – The purpose of this paper is to examine the co-creation of small and medium enterprise (SME) designer fashion brands during internationalisation. Design/methodology/approach – As an exploratory study, this research utilises grounded theory methodology and incorporates the use of 38 semi-structured in-depth interviews with designer fashion enterprises (DFEs) and their support network of sales and PR agencies. Findings – Co-creation was identified as an important element for the successful integration of the entrepreneurial DFE into the global fashion industry network. Within relations

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Hapsari, Raditha, and Annina Maulida. "THE ROLE OF FASHION INNOVATIVENESS, INVOLVEMENT, AND SELF-EXPRESSION IN ENHANCING MUSLIM FASHION BEHAVIOR INTENTION: A CONCEPTUAL PAPER." iBAF e-Proceedings 11, no. 1 (2024): 274–85. http://dx.doi.org/10.33102/mjy4k885.

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Muslim fashion contributes to global economic growth by encouraging innovation, entrepreneurship, and investment. Muslim fashion is considered as an industry and a societal phenomenon that has triggered strong reactions from various stakeholders in various fields (socio-cultural, business, law, politics). The literature has reported the role of identity, religion, digital platforms, influencers, and social norms on consumer behavior in the Muslim Fashion industry. Muslim Fashion fosters a homogenous image of the ideal pious, beautiful, and modest Muslim woman that serves to flatten the global

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Ayuningtyas, Winda Eka Pahla, and Galant Nanta Adhitya. "FASHION AND COMMODIFICATION: AN ANALYSIS ON THE GLOBAL PHENOMENON OF SUPREME." Rubikon : Journal of Transnational American Studies 8, no. 2 (2021): 153. http://dx.doi.org/10.22146/rubikon.v8i2.69692.

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Globalization is the global information spread and people interconnectivity. It is driven by technological developments in transportation and communication, removing cultural boundaries among nations. Cultural differences are increasingly less tangible and visible in all cultural products, including in fashion. Due to globalization, fashion brands that originate in a certain country can open stores across multiple continents. The invention of the Internet further widens their accessibility by consumers in any part of the world. However, globalization also brings an affordability gap between th

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Wang, Zhe. "Implementation of Chinese-styled branding in global fashion: ‘Guochao’ as a rising cultural identity." Fashion, Style & Popular Culture 9, no. 1 (2022): 149–83. http://dx.doi.org/10.1386/fspc_00111_1.

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Culture-specific Chinese-styled branding as a rising trend in cultural and branding studies has provided new discourse for the discussion on the national identity of Chineseness or chinoiserie that has long existed, with further reflections on the Chinese fashion brand design known as ‘Guochao’, which has become an increasingly ubiquitous new conceptual identity in the past five years. Chinese fashion brands are changing their peripheral cultural status and impacting global fashion, transforming the global recognition of Chinese national identity and style in the field of fashion. This article

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Guo, Wenxuan. "Challenges and Strategies in Protecting Single-Colour Trademarks within the Fashion Industry." Journal of Education, Humanities and Social Sciences 39 (November 7, 2024): 214–20. http://dx.doi.org/10.54097/tk813x98.

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This paper examines the complexities of registering and protecting single-colour trademarks within the fashion industry, with a special focus on high-profile cases such as Christian Louboutin's iconic red soles. It investigates the unique legal challenges faced by brands in establishing trademark protection for colours, which lack inherent distinctiveness but can acquire significant brand identity through secondary meaning. Through a detailed examination of various international court cases, the study reveals how judicial systems manage to uphold the integrity of distinctive brand elements whi

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Cao, Yue. "Analyzing the Rise of the GMs Brand from a Brand Development Perspective." Advances in Economics, Management and Political Sciences 136, no. 1 (2024): 51–58. https://doi.org/10.54254/2754-1169/2024.18708.

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The global eyewear industry thrives on the dynamic interplay of shifting consumer preference, technological advancements, and the emergence of new brands. This study examines the rise of the GM brand, focusing on its positioning, design and communication method to understand the factors behind its success. Employing case study and analysing second-hand industry data, the study investigates effective brand development within the fashion sector. It offers insights into how emerging brands navigate competitive landscapes through innovation, consumer engagement, and strategic positioning. By analy

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Murillo, Enrique, Teresa Sádaba, Pedro Mir-Bernal, Antonia Terán-Bustamante, and Oziel López-Sánchez. "Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors." Mercados y Negocios 25, no. 52 (2024): 3–30. http://dx.doi.org/10.32870/myn.vi52.7718.

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This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of employee brand ambassadors. These hypotheses were tested by surveying 141 corporate and retail employees of a global sportswear fashion brand's regional operations in Mexico. The principal conclusion is that brand-oriented training proves a significant

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Zhao, Song, and Zhe Zhang. "Preliminary Study on Brand Internationalization Strategy of TANGY Collection." Advanced Materials Research 332-334 (September 2011): 651–54. http://dx.doi.org/10.4028/www.scientific.net/amr.332-334.651.

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In 1994，China’s export amount of textiles and garments reached 35.55 billion US dollars, which turned China to be world’s largest export country of textiles and garments. After being ‘World No. 1’ for more than ten years, Chinese fashion companies shouldn’t only restrict to OEM model. With the development of global economic integration, more and more international fashion brands are pouring into China to take hold of Chinese market. But for international market, most Chinese fashion companies appear to be nervous. However, some Chinese fashion companies have implemented internationalization st

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Arsj, Febri Rakhmawati. "THE INFLUENCE OF BRAND LOVE ON BRAND LOYALTY ON H&M GLOBAL FASHION BRANDS IN JAKARTA." Jurnal Riset Bisnis dan Manajemen 15, no. 2 (2022): 75–80. http://dx.doi.org/10.23969/jrbm.v15i2.5851.

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This study was conducted to observe and test brand love against brand loyalty at the global fashion brand H & M in Jakarta. This research is descriptive quantitative research by distributing questionnaires through the google form platform which is distributed to 115 respondents who live in the city of Jakarta and have made purchases at least twice. The results of this study were analyzed through validity test, reliability test and T test using SPSS as an analytical tool. This study reveals that the brand love variable has a significant positive effect on brand loyalty as seen by the t-coun

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Kant Hvass, Kerli, and Esben Rahbek Gjerdrum Pedersen. "Toward circular economy of fashion." Journal of Fashion Marketing and Management: An International Journal 23, no. 3 (2019): 345–65. http://dx.doi.org/10.1108/jfmm-04-2018-0059.

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Purpose The purpose of this paper is to examine the challenges and solutions emerging when fashion brands develop and test circular economy solutions within their existing business models. Design/methodology/approach The paper is based on a 34-month case study in a global fashion brand, which launched a new in-store product take-back initiative. Findings The results indicate that fashion brands need to cope with multiple challenges in the process of developing circular business models in the organization, including: diverging perspectives of value and unclear success criteria, poor alignment w

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Dieri Apriana Purba, Anggiat Parlindungan, Suriyadi Suriyadi, Rismawati Rismawati, and Nursiah Fitri. "Pengaruh Citra Merek, Kualitas Produk, dan Celebrity Endorser terhadap Keputusan Pembelian Produk Erigo di Kota Medan." JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME) 2, no. 4 (2024): 244–68. https://doi.org/10.54066/jrime-itb.v2i4.2464.

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Currently, people in buying fashion products prioritise ongoing fashion trends and generally like simple and casual fashion styles. In addition, in shopping, people prefer to buy local brand products rather than global because of the movement to love domestic products and local brand products are considered capable of rivalling the quality of international brands, this statement is a phenomenon in this study. One of these local fashion brands is Erigo. Erigo is widely known by the public and has even become the first rank of people's favourite local fashion brand. In Erigo products, there are

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Osei, Elsie Rebecca, and Francisca Emelda Seiwaa Bosro. "Digital Strategies for Sustainable Fashion: Insights from Emerging Ghanaian Fashion Designers." Fashion and Textiles Review 5 (December 30, 2024): 3–21. https://doi.org/10.35738/ftr.v5.2024.11.

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Purpose: This study explores the use of social media marketing by emerging fashion designers in Ghana, with a focus on how they leverage these platforms to promote sustainability in their designs. The research aims to understand the effectiveness of social media tools in building brand identity, fostering customer relationships, and expanding global reach for designers in Ghana’s growing fashion industry. Methodology/Design: The study employed a qualitative, phenomenology approach by conducting in-depth interviews with 52 emerging fashion designers based in Accra and Kumasi. The sample selecti

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Zhu, Jie. "Navigating the Fashion Landscape: Analyzing Acne Studios Domestic Market Strategy." Advances in Economics, Management and Political Sciences 85, no. 1 (2024): 36–40. http://dx.doi.org/10.54254/2754-1169/85/20240833.

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In the dynamic landscape of China's fashion industry, remarkable growth and transformation have been witnessed, fueled by factors such as a rising middle class, increased urbanization, and changing consumer preferences. With a thriving e-commerce sector, rapid adoption of global fashion trends, and a growing appetite for luxury brands, China has emerged as a key player in the global fashion arena. This essay will take a comprehensive look at Acne Studios' strategic approach in the domestic market. And the study delves into the impact of the Acne Studios brand on the global fashion scene since

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Egharevba, Matthew Etinosa, Stephen Ikechukwu Ukenna, Igban Emmanuel, Isabella Ebelike Tamara-Ebiola, Ugbenu Oke, and Kasa Adamu Gayus. "Fashion Brand Involvement and Hedonic Consumption Antecedents in a Fast Expanding Market." WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 20 (September 28, 2022): 154–71. http://dx.doi.org/10.37394/23207.2023.20.16.

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The observed intense competitive fashion market and the fragmented knowledge in fashion involvement which is largely skewed towards utilitarian dimension have combined to trigger this study. Accordingly, this paper seeks to unravel hedonic antecedents of fashion involvement and consumption in a fast-expanding market of a typical developing sub-Saharan African country context; and to posit a framework to guide private brand fashion consumer research in fast-expanding markets from developing country context. Data were collected through the aid of structured questionnaire from fashion consumers i

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Ali, Fatma, and Hala M. Labib Enaba. "Lovemarks Drivers Effect on Luxury Fashion Brands Emotional Attachment." Business and Management Studies 9, no. 2 (2023): 35. http://dx.doi.org/10.11114/bms.v9i2.6673.

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This research endeavors to investigate the effect of lovemarks on luxury fashion consumer decision-making in Egypt, examining its implications on the international competitive posture of Egyptian luxury firms. It seeks to bridge a significant research gap in the understanding of luxury consumer behavior in Egypt, particularly against the backdrop of global luxury market transformations. The study's objectives encompass the analysis of critical lovemarks drivers effecting luxury purchases and the exploration of the interplay between love and respect in the emotional attachment between consumers

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Peng, Chenyue. "Research on Enterprise Development and Brand Marketing of European Denim Brands - Taking Diesel as an Example." Highlights in Business, Economics and Management 21 (December 12, 2023): 640–45. http://dx.doi.org/10.54097/hbem.v21i.14710.

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Jeans originated in the western United States in the 19th century and were overalls for farmers and workers in the western United States at that time. Jeans became popular and popular among young people in the early 20th century and became a fashion trend. The Italian denim fashion brand Diesel is best known and most iconic for its jeans. Diesel was once a denim leader, known for its bold and creative denim designs, gaining a global following. Diesel's brand positioning has been at a high level from the beginning, and it is often associated with well-known brands to enhance brand value and awa

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Sun, Henan. "The role of experiential marketing in shaping brand identity within the fashion industry: A case study of Gentle Monster." SHS Web of Conferences 199 (2024): 03003. http://dx.doi.org/10.1051/shsconf/202419903003.

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This study examines the role of experiential marketing in building and communicating brand identity, using Gentle Monster as a case study. In the highly competitive fashion industry, brands must continuously differentiate themselves to attract and retain customers. Experiential marketing offers a strategic approach by building emotional connections through immersive customer experiences. Gentle Monster, a South Korean eyewear brand, utilizes innovative retail spaces and artistic installations to create unique shopping experiences. This study explores Gentle Monster’s use of spatial storytellin

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Jestratijevic, Iva, and Urška Vrabič-Brodnjak. "Sustainable and Innovative Packaging Solutions in the Fashion Industry: Global Report." Sustainability 14, no. 20 (2022): 13476. http://dx.doi.org/10.3390/su142013476.

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The fashion industry generates packaging waste through the entire supply chain. Although brands are making efforts to improve packaging sustainability as demands for low-impact packaging are rising, there is a lack of empirical evidence of innovative packaging solutions among fashion retailers. This study represents the first global report on sustainable packaging innovation in the fashion sector. A data-mining approach was utilized to gather a sample of 400 international fashion brands that advertise sustainable packaging solutions across five continents. The sustainability of the packaging s

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Li, Jiaxun. "Hype, Identity, and Billion-Dollar Sneakers: The Rise and Risk of Street Fashion." Advances in Economics, Management and Political Sciences 184, no. 1 (2025): 150–54. https://doi.org/10.54254/2754-1169/2025.bl23301.

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Street fashion has evolved from hip-hop roots to a global force. This paper explores how streetwear, particularly sneakers, influences youth identity, consumer behavior, and the fashion industry. Analyzing trends, social media marketing, and exclusivity, it highlights how brands like Yeezy turned sneakers into high-fashion symbols. The Yeezy case study illustrates the successes and risks of celebrity-driven fashion, while social media and resale markets demonstrate how digital culture reshapes brand-consumer relationships. The paper concludes with future trends and challenges for street fashio

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Cha, Min-Seok. "Authentic Entrepreneurity and Global Entrepreneurship: A Case Study Research on Luxury Fashion Company, Simone." Academy of Entrepreneurship 3, no. 2 (2022): 65–86. http://dx.doi.org/10.22815/jes.2022.3.2.65.

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This study investigated a global fashion company with longitudinal two-staged in-depth case study research. Global luxury handbag stems from Aristocratic culture among European. Global luxury brand like Louis Vuitton, Buberry and others have roots in that region. Within dozens of years several global fashion brands such as DKNY, Michael Cors, Coach, and so on are launched in US. Behind the scenes, Simone Co., an entrepreneurial company takes the role of supportive partners. This company has first OEM order from a globally top-tier brand instead of European manufacturer. Since then, it has evol

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Gupta, Anupama. "Sustainability Policies for the Fashion Industry: A Comparative Study of Asian and European Brands." Indian Journal of Public Administration 65, no. 3 (2019): 733–48. http://dx.doi.org/10.1177/0019556119844581.

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Sustainability has become an increasingly important value in the business of the global fashion industry. All leading brands have been taking initiatives in promoting notions of environmental and social sustainability. This article discusses the similarities and differences in sustainability-related approaches, activities and collaborations of selected fashion brands. It does so as part of a comparative study of typical Asian and European brands. The European brands analysed here tend to take a holistic, structured and goal-oriented approach towards marketing their links to environmental susta

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Putri, Ivani Nafisa. "THE ASSESSMENT OF INSTAGRAM EFFECTIVENESS AS MARKETING TOOLS ON INDONESIA FASHION LOCAL BRAND." Advanced International Journal of Business, Entrepreneurship and SMEs 3, no. 10 (2021): 01–13. http://dx.doi.org/10.35631/aijbes.310001.

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Fashion local brands are brands of fashion clothing local to a particular country, manufactured and produced locally, including the ones in Indonesia. Fashion is always developing and creating the latest trend in which is a big potential for local fashion brands to take this opportunity because consumers are becoming more selective when it comes to selecting superior, long-lasting, and practical products. In Indonesia, the Fashion Industry is one of the subs that contribute to the creative industry, accounted for 28.29% of the whole creative industry, and ranked 9th in the Global Revenue Ranki

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Su, Jin. "Examining the relationships among the brand equity dimensions." Asia Pacific Journal of Marketing and Logistics 28, no. 3 (2016): 464–80. http://dx.doi.org/10.1108/apjml-01-2015-0004.

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Purpose – The purpose of this paper is to understand the nature of the inter-relationships among brand equity dimensions in the fast fashion context. Design/methodology/approach – Based on the empirical data collected from 419 fast fashion consumers in the USA, the study investigated the inter-relationships among the various brand equity dimensions by structural equation modeling. Findings – The findings reveal that brand awareness has a significant and positive direct impact on brand personality and perceived value; brand personality has a significant and positive direct effect on perceived q

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Mpilo, Desmond. "Role of Cultural Heritage in Luxury Fashion Branding in South Africa." International Journal of Fashion and Design 3, no. 4 (2024): 1–13. http://dx.doi.org/10.47604/ijfd.3012.

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Purpose: The aim of the study was to analyze the role of cultural heritage in luxury fashion branding in South Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The role of cultural heritage in luxury fashion branding in South A

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Agrawal, Aditi. "Foundation, Growth Evolution of the Fast Fashion Brand, Mango." International Journal of Advance Research and Innovation 3, no. 3 (2015): 18–24. http://dx.doi.org/10.51976/ijari.331504.

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This paper traces the foundations, growth and expansion, and future scope of the fast fashion brand, Mango. First launched in 1984, Mango today is the second-largest exporter in the Spanish textiles sector behind Inditex. With their Concept, Team and Logistics System the three pillars on which they have built this successful retail brand, their history and evolution is examined. The Mango store and the Franchise system are integral to the Barcelona based retailer, and their metamorphosis into the Megastore, with almost 50 percent own stores has been studied. Mango‟s global growth and expansion

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Ferrari, Ferrari, Gatot Nazir Ahmad, and Nofriska Krissanya. "The Role of Brand Ambassador, Brand Image and Brand Awareness in Shaping Purchase Decision of Calvin Klein Brand in E-Commerce Through Brand Trust as a Mediating Variable." International Journal Of Education, Social Studies, And Management (IJESSM) 5, no. 2 (2025): 768–85. https://doi.org/10.52121/ijessm.v5i2.759.

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This research examines the role of brand ambassadors, brand image, and brand awareness in shaping purchase decisions of Calvin Klein brand in e-commerce through brand trust as mediating variable. The research aims to explain the relationship between these variables in influencing brand trust and consumer purchase decisions. Given the rapid development of e-commerce as a primary shopping platform in Indonesia, this research is conducted to provide insights into effective marketing strategies for global fashion brands. The research employed a quantitative approach by collecting primary data thro

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Puspita, Virienia. "Strategies of Local Fashion Brand to Build Prestige and Pride Through International Campaigns, Supporting SDG 8 with Innovation and Entrepreneurship." Journal of Lifestyle and SDGs Review 5, no. 1 (2025): e03447. https://doi.org/10.47172/2965-730x.sdgsreview.v5.n01.pe03447.

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Objective: This study examines how an Indonesian local fashion brand, leverages international promotional strategies to build brand pride among local consumers. Specifically, the objectives are: (1) examine how an Indoet nesian local fashion brand, utilizes international promotional strategies and a multi-platform marketing ecosystem to build brand pride among local consumers, and (2) analyze the role of social media marketing in complementing offline promotions to enhance local consumer engagement. Theoretical Framework: Drawing on Digital Ecosystem Theory, this study explores the integration

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Yu, Chunling, and Lily Dong. "How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China." International Journal of Business and Management 12, no. 11 (2017): 111. http://dx.doi.org/10.5539/ijbm.v12n11p111.

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The purpose of this study is to explore the influence of consumers’ perceived brand globalness (PBG) on their brand attitudes in the emerging market that has experienced rapid growth and transition. We also examine the moderating effect of the age difference on the relationship between PBG and brand attitude. Building from prior research in global branding, we develop a framework to illustrate how motivating factors drive consumers’ desire for global brands in the emerging market of China. A scale is developed and tested on a national sample of Chinese consumers using structural equation model

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Misra, Richa, Ekta Aggarwal, and Chhavi Taneja. "Examining the impact of the 3Cs: Content, collaboration and customisation of social media marketing on luxury fashion brand perception." Retail and Marketing Review 20, no. 2 (2024): 135–53. https://doi.org/10.5281/zenodo.14233670.

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The rise of the internet and digitalisation, interconnected global markets, increasing income levels, and heightened consumer awareness about global luxury brands have largely propelled the demand for luxury goods. Social media has emerged as the predominant channel for generating awareness, persuasion, and purchase intent for luxury brands. There exists a notable gap and dearth of empirical evidence in the existing body of literature on the impact of Social Media Marketing (SMM) on customer’s loyalty and attachment to the brand. The purpose of this study is to i

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Jiang, Jiani, Bruce A. Huhmann, and Michael R. Hyman. "Emerging masculinities in Chinese luxury social media marketing." Asia Pacific Journal of Marketing and Logistics 32, no. 3 (2019): 721–45. http://dx.doi.org/10.1108/apjml-07-2018-0256.

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Purpose The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies. Design/methodology/approach Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social media posts promoting global luxury fashion magazine brands (e.g. Vogue, Cosmopolitan, GQ and Esquire). Study 2 examines the prevalence of and Chinese consumers’ responses (reposts, comments and likes) to different masculinities depicted in luxury fashion brand-sponsored Weibo posts. Findings Male portray

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Bevan-Dye, Ayesha, and Lebohang G. Motaung. "Ascertaining the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ fashion content on Instagram and consequent fashion brand predispositions and purchase intentions." Innovative Marketing 19, no. 4 (2023): 81–94. http://dx.doi.org/10.21511/im.19(4).2023.07.

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The fashion apparel industry constitutes a significant global economic force. Generation Y consumers represent a sought after target market to this industry as they are forecasted to have a disposable income outrivaling that of previous generations. Generation Y individuals are acknowledged as being amenable to the opinions of social media influencers, particularly those expressed by celebrity influencers, who often act as aspirational referents. Despite reports highlighting the relevance of the social media influencer strategy when targeting Generation Y, there remains a paucity of research o

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