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Journal articles on the topic 'Sustainable fashion brand'
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1
Kim, Yunjeong, and Kyung Wha Oh. "Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands." Sustainability 12, no. 5 (February 25, 2020): 1703. http://dx.doi.org/10.3390/su12051703.
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Since fast fashion is often considered the opposite of sustainable fashion, this study was conducted to clarify the consumer brand associations with sustainable fashion by analyzing three fast fashion brands. Our research included two studies. First, we conducted in-depth interviews with 20 female consumers in Korea who had purchase experience with the sustainable fashion of three selected brands, H&M, Zara, and Uniqlo, to identify sustainable keyword associations. We then structured the keyword data using network analysis. The keyword associations for the three brands resulted in a network of 60 nodes and 629 links with the term “eco-friendly” as the most meaningful keyword. Second, we surveyed 200 women and quantitatively confirmed the association of “eco-friendly fabric” among the keywords suggestive of “eco-friendly” as the most important factor in building a sustainable fashion brand image. In addition, keywords, such as “marketing” and “campaign”, were ranked in the top ten in H&M and Zara, which may imply the opportunistic use of greenwash. This study contributes to the literature by applying in-depth analysis of consumer associations of fast fashion brands from a sustainability perspective through network analysis. We expect our findings to help fashion companies strategically build a sustainable fashion brand image.
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Hill, Jessica, and Hyun-Hwa Lee. "Sustainable brand extensions of fast fashion retailers." Journal of Fashion Marketing and Management 19, no. 2 (May 11, 2015): 205–22. http://dx.doi.org/10.1108/jfmm-09-2012-0056.
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Purpose – The purpose of this paper is to examine consumer perceptions of a potential sustainable line extension introduced by a specific fast-fashion retailer. Following brand-extension theory, the study seeks to identify the influences of knowledge of and involvement with the cause of sustainability, as well as knowledge and affect toward brand, on the evaluation of a sustainable line extension. Design/methodology/approach – Participation was limited to those with in-store browsing experience with either Zara or H&M in the past 12 months. A self-administered online survey was developed using the written scenario approach. After several screening processes, 598 completed surveys were deemed usable for statistical analysis. Findings – Findings identified significant cause and brand effects on brand-cause fit and brand-extension fit. In turn, brand extension was significantly predicted by brand-cause fit and brand-extension fit. In addition, the results of the study indicated that consumers do view sustainable products as fitting with fast-fashion retailers, based on their previous knowledge and affect regarding the brand and the cause. Originality/value – This study sought to identify consumers’ perceptions of sustainable brand extension introduced by a fast-fashion retailer. Implications for retailers included leveraging consumers’ past knowledge and affect regarding the brand through marketing of the sustainable product.
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Amritha, B., and Kalyani Suresh. "Sustainability is the new black: Exploring website communication practices of Indian sustainable fashion brands." Fashion, Style & Popular Culture 7, no. 4 (October 1, 2020): 539–58. http://dx.doi.org/10.1386/fspc_00042_1.
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Sustainable fashion brands are increasingly facing the challenge of striking the right balance between prominence and transparency. The core theme of this article is to examine the strategic communication practices of successful Indian sustainable fashion brands ‐ specifically how they build their value profile and message mix to achieve greater transparency in their website communication. A qualitative content analysis allows for an in-depth understanding of the brand’s communication strategy through semi-structured interviews with ‘informed consumers’ of sustainable fashion along with an exploration of brand communication on the corporate website. The analysis throws light on the importance of connecting fashion vs. sustainability message content and brand value profile to ensure transparency in communicating the brand’s engagement with sustainability.
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Childs, Michelle, Hongjoo Woo, and Seeun Kim. "Sincerity or ploy? An investigation of corporate social responsibility campaigns." Journal of Product & Brand Management 28, no. 4 (July 15, 2019): 489–501. http://dx.doi.org/10.1108/jpbm-07-2018-1953.
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Purpose Corporate social responsibility (CSR) campaigns have become increasingly popular among fashion apparel brands to reduce environmental impacts of their operations and position themselves as sustainable. In light of attribution theory, this paper aims to investigate how aspects of a CSR campaign affect consumers’ perceptions of brand authenticity, brand attitudes and CSR attitudes. Design/methodology/approach This research is based on a 2 (brand image: sustainable vs disposable brand) × 2 (message source: brand website vs news article) between-subjects experimental design with random assignment to conditions and manipulation checks. Findings When exposed to messages about CSR campaigns, consumers have more favorable perceptions of brand authenticity, brand attitudes and CSR attitudes for a sustainable brand than for a disposable brand, particularly when consumers view information about a CSR campaign on the brand’s website. However, this is not true for disposable brands when CSR campaigns are promoted through a news source. Practical implications Sustainable brands can derive benefits by strategically partnering with causes through CSR campaigns, particularly when their campaigns are promoted through their brand’s website (vs news source). However, brands that offer disposable products (e.g. fast fashion brands) should exercise caution when implementing these campaigns; CSR campaigns may confuse customers as they do not align with the everyday practices of disposable brands. Originality/value As the apparel industry faces increased scrutiny for negative impacts on the environment, this study helps to understand whether customers perceive CSR campaigns as trustworthy and authentic, or as ploys aimed at creating more positive brand images.
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Hashim, Siti Fatimah, Rosita Mohd. Tajuddin, and Amer Shakir Zainol. "CONSUMER-ORIENTED APPROACH FOR SUSTAINABLE ADVANTAGE OF HOME-GROWN BRANDS IN MALAYSIA FAST FASHION INDUSTRY." Asia Proceedings of Social Sciences 6, no. 3 (April 26, 2020): 192–98. http://dx.doi.org/10.31580/apss.v6i3.1275.
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Malaysian Fashion Brands (MFBs) have faced fierce competitions in fast fashion industry coming from short production-cycle and international fashion brands which have mushroomed every major shopping malls across Malaysia. MFBs cannot position themselves as a leader in mass-production category and being perceived low in equity. This study explores on Consumer-based Model (CBM) adapted from Keller’s Consumer-based brand equity (CBBE) Model (1993) to build Strong Brand Equity through brand knowledge which cognitively built in marketing-mix over time with Independent Variables of Brand Awareness, Brand Image and Purchase Intention to predict Dependent Variable of Strong Brand Equity. Brand Loyalty are tested as a mediator and Community Engagement as moderator in the relationships of IVs and DV. Quantitative research method is employed in a non-probability convenient sampling technique. As many as 2850 questionnaires were distributed with the success rate of 29.7%. After data screening, only 798 datasets were utilized for statistical analysis using SPSS version 25 and SmartPLS version 3.2.8 on 6 constructs and 17 latent variables. The findings show that Brand Loyalty has full mediator effects meanwhile, Community Engagement has low to none moderating effects thus, weakening the relationships between IVs and DV. Overall, MFBs are perceived low in brand equity. Therefore, further efforts are needed to build Strong Brand Equity for MFBs’ sustainable advantage.
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Ihzaturrahma, Nahda, and Nurrani Kusumawati. "INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TO BRAND AWARENESS AND BRAND IMAGE TOWARD PURCHASE INTENTION OF LOCAL FASHION PRODUCT." International Journal of Entrepreneurship and Management Practices 4, no. 15 (September 1, 2021): 23–41. http://dx.doi.org/10.35631/ijemp.415002.
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Many young Indonesian entrepreneurs have opened clothing brands to introduce local fashion products that are not inferior to other well-known brands. Business owners are still confused about how they can increase brand awareness and brand image through effective information dissemination methods. This really affects several things in the business they have, such as sales, followers on social media, consumers, etc. Therefore, this research aims to identify Integrated marketing communications methods can affect brand awareness and brand image toward the purchase intention of local fashion products by using smart PLS analysis. This time, the object of the questionnaire this time is using a local brand from Dama Kara. Six hypotheses are proposed based on the needs you want to analyse and a quantitative approach was adopted with 215 respondents. This study confirmed that one of the most influential factors on purchase intention towards local fashion products is sales promotion, in which people will purchase local fashion products if they get many promotions that are offered from the local fashion brand they want to buy. According to the data processing results, there are two aspects that influence brand image and brand awareness: advertising and sales promotion. Thus, this finding highlights the need to analyse many local fashion brands in Indonesia more deeply and more specifically so that they can find out the problems that occur in each local fashion brand in Indonesia and get perspectives from various consumers from various local fashion brands. These findings from this research will be used as a recommendation for the Look at Me brand to develop a sustainable marketing strategy for the more specific Indonesian target market with methods from integrated marketing communication.
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Delieva, Daniela, and Hyo Jin Eom. "Consumers’ Attitude Toward Socially Responsible Consumerism in the Sustainable Fashion Market." Business and Management Studies 5, no. 1 (March 25, 2019): 59. http://dx.doi.org/10.11114/bms.v5i1.4173.
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The fashion industry is one of the most toxic industries, which has led luxury brands to get involved in their efforts to build a more sustainable fashion future. Although the current fashion industry has put efforts into introducing ethical and sustainable consumption, customers have displayed contradictory attitudes toward green products in the luxury sector. Specifically, customers have generally shown an interest in environmentally friendly apparel while many customers are also shown to be reluctant in purchasing sustainable fashion clothing. This study was aimed at analyzing key variables in regards to attitude towards sustainable fashion advertising for luxury brands. The results showed three statistically significant regression coefficients: Interdependent-self, independent-self, and perceived personal relevancy. In light of the previous discussion, this study also sheds more light into the construal-level influence based on the notion of self-construals on attitude toward sustainable fashion advertisement. Therefore, the results of this study provides empirical evidence for luxury fashion brands seeking to influence and increase green purchase behavior and this gives more insight into the decision making for luxury brand advertisement strategy.
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Yu, Jihye, Wei Jiang, and Eunju Ko. "LUXURY FASHION BRANDS SUSTAINABLE MESSAGE APPEAL STRATEGIES AND BRAND AUTHENTICITY IN INSTAGRAM." Global Fashion Management Conference 2017 (July 6, 2017): 549. http://dx.doi.org/10.15444/gfmc2017.07.02.03.
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Woodside, Arch G., and Monica B. Fine. "Sustainable fashion themes in luxury brand storytelling: The sustainability fashion research grid." Journal of Global Fashion Marketing 10, no. 2 (March 13, 2019): 111–28. http://dx.doi.org/10.1080/20932685.2019.1573699.
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Delimarta, Florencia Devina, and Raden Aswin Rahadi. "CUSTOMER PREFERENCES ON SUSTAINABLE FASHION PURCHASES: A CONCEPTUAL MODEL." International Journal of Entrepreneurship and Management Practices 4, no. 13 (March 10, 2021): 78–88. http://dx.doi.org/10.35631/ijemp.413006.
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This research purpose is to investigate customer motivation when purchasing sustainable fashion. These research objectives are to investigate customers' perception toward sustainable fashion, to determine the preferences of customers in buying sustainable fashion, and the range of price limits of customers in purchasing sustainable fashion. Therefore, for this research, there are several papers that are being reviewed and preliminary research being conducted. The literature analysis and preliminary studies have shown that customer preferences such as Price, Quality, Design, Brand Image, and Promotion influencing sustainable fashion purchases. Based on the literature review and preliminary study, this research was able to produce a simple conceptual framework. This research’ findings will be useful for fashion brand owners in developing their business. These findings can be useful to create pricing strategies, marketing strategies, and product strategies.
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RISMANTOJO, SANDY. "ANALISIS IDENTITAS VISUAL PADA IKLAN FASHION BRAND INTERNASIONAL DKNY." Serat Rupa Journal of Design 1, no. 1 (January 19, 2018): 01. http://dx.doi.org/10.28932/srjd.v1i1.439.
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Brand Identity and brand image are important parts of the branding process that must be managed in a sustainable way in order to seek and gain attention from their target audience. Life and death of a fashion brand depends on how the brand manages its image, products and how the brand establishes an intense relationship with its target audience. DKNY is an internationally renowned fashion brand that can be said to have succeeded in managing its brand identity and brand image by developing visual characteristic that no other fashion brand has. This essay will deeply analyze the DKNY’s visual characteristic by reading the icons and index of DKNY fashion advertisings. Keywords: advertising; branding; fashion; icon; index
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Moorhouse, Debbie, and Danielle Moorhouse. "Designing a sustainable brand strategy for the fashion industry." Clothing Cultures 5, no. 1 (March 1, 2018): 7–18. http://dx.doi.org/10.1386/cc.5.1.7_2.
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Wang, Yong, Shamim Chowdhury Ahmed, Shejun Deng, and Haizhong Wang. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market." Sustainability 11, no. 13 (June 29, 2019): 3596. http://dx.doi.org/10.3390/su11133596.
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This research examines the overall performance achievement of social media marketing (SMM) in Bangladesh by determining whether social media is successful in creating brand consciousness (i.e., brand preference, brand attachment, brand association, and brand loyalty) toward online consumers, which in turn may lead to buying commitment. In total, 564 Bangladeshi consumers were surveyed to monitor their responsiveness toward social media-aided motivations. We selected the online buying environment in Bangladesh, which is an emerging market established less than one decade ago. We specifically choose the entire local fashion industry as our target market, excluding the websites of international fashion brands operated overseas. We used the holistic concept of the five aspects of SMM, namely, interaction, entertainment, customization, electronic word of mouth (eWOM), and trendiness. Moreover, we statistically calculated the performance of social media through the consequences of five measures, namely, brand loyalty, brand preference, brand attachment, brand association, and buying commitment. We used regular linear multiple regression, correlation, and descriptive statistics to obtain statistical results. The study found strong evidence that SMM efforts (SMMEs) of the local Bangladeshi fashion industry are successful in establishing consumer attachment and preference. However, they fail to secure committed buyers when the measurement scale is below 50%. In line with the results of previous studies on consumer loyalty, our results demonstrate that SMMEs fail to create committed buyers. Lack of loyalty and association drive consumers to become uncommitted buyers.
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Evans, Susan, and Anne Peirson-Smith. "The sustainability word challenge." Journal of Fashion Marketing and Management: An International Journal 22, no. 2 (May 14, 2018): 252–69. http://dx.doi.org/10.1108/jfmm-10-2017-0103.
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Purpose The purpose of this paper is to examine user perceptions toward consumer-facing words used by fashion brands to stimulate sustainable consumption and post consumption behavior. Design/methodology/approach A self-completion, survey based matching exercise was administered to 100 active fashion-shoppers in Hong Kong aged between 18 and 35 years old. A probability sampling method was used for on-street intercepts to ensure a random selection within the defined population. This was accompanied by 20 individual ethnographic interviews. Findings A lack of understanding and comprehension of key green language terminology used frequently in user facing communications is problematic for fashion brand marketers as the impact of their messages is often unclear, distributed and more likely to lead to user frustration rather than positive engaged consumer decision making and action. Further, there is an emerging indication that this approach is highly unlikely to enhance knowledge, engagement and action or to influence brand loyalty. Research limitations/implications Data were collected in Hong Kong and is culturally bounded, so while providing a good indication of the findings in situ this can also be replicated in other locations. Practical implications Recommended outcomes from the findings suggest that brand messages should be delivered that are intended to stimulate sustainability behaviors that are core to one key brand theme so that user outcome decision making and actions fit with the core brand values. This suggested approach will have a greater likelihood of leading to brand trust, responsible business action and greater clarity about the issue of sustainability and related action to be taken on behalf of the user. Originality/value The paper raises concerns about the effectiveness and outcomes of fashion brand marketing communications and findings provide insights into the confusion of understanding and the rise in frustration among targeted fashion shoppers 18-35 years, despite the use of frequently used words in brand communications to promote sustainable fashion consumption behaviors.
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Jung, Jaesuk, Sang Jin Kim, and Kyung Hoon Kim. "Sustainable marketing activities of traditional fashion market and brand loyalty." Journal of Business Research 120 (November 2020): 294–301. http://dx.doi.org/10.1016/j.jbusres.2020.04.019.
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Kim, Yunjeong, and Kyung Wha Oh. "Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation." Sustainability 12, no. 20 (October 19, 2020): 8650. http://dx.doi.org/10.3390/su12208650.
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Fashion companies are trying to increase the efficiency of their communication with consumers by providing information on sustainable activities or product levels. This study explored the effects of the perceived sustainability level of products offered by sports brands. An online survey was conducted of consumers in their 20s and 30s, and a total of 316 questionnaires were used for the analysis. The structural equation model analysis using AMOS showed that the perceived sustainability level had a positive effect on purchase intention and a negative effect on perceived skepticism. Furthermore, perceived skepticism was confirmed to have a negative effect on purchase intention. By verifying the moderating effect of the perceived brand reputation, it was confirmed that the effect of the perceived sustainability level on purchase intention and the influence of the perceived skepticism on purchase intention differ between high and low brand reputation groups. When the perceived brand reputation is high, the perceived sustainability level has only a direct effect on purchase intention, whereas when the perceived brand reputation is low, only the indirect effect of perceived skepticism appears. This study contributes to the literature and practice by verifying that perceived skepticism plays an important role in the purchasing behavior of sustainable products in fashion.
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Nagurney, Anna, and Min Yu. "Sustainable fashion supply chain management under oligopolistic competition and brand differentiation." International Journal of Production Economics 135, no. 2 (February 2012): 532–40. http://dx.doi.org/10.1016/j.ijpe.2011.02.015.
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Sharma, Rajesh. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market." Management and Labour Studies 45, no. 3 (July 3, 2020): 337–65. http://dx.doi.org/10.1177/0258042x20922060.
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Brand equity is a key marketing concept for academia as well as practitioners due to its ability to provide competitive advantage to firms. In the recent past, fast fashion branding has drawn noticeable attention. Since brand equity elements can impact consumers’ perceptions as well as behaviours, firms in fast fashion market want to understand the role of these elements for designing and implementing sustainable brand strategy. By using Aaker’s brand equity model, research was conducted on a sample of population based in the national capital of India and north Indian cities. The survey confirmed that the creation of brand equity is dependent on four brand equity dimensions and that these dimensions are interdependent. The findings show significant, positive and direct impact of brand awareness on brand personality, brand personality on perceived quality and perceived quality on brand loyalty. In addition, brand awareness, brand personality, perceived quality and brand loyalty have significant, positive and direct impact on consumer-based brand equity (CBBE). The current study provides empirical evidence of impact of select brand equity dimensions on each other and all brand equity dimensions on brand equity. This study provides key insights for developing strategies to strengthen CBBE.
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Siali, Fadilah, Pang Jiayi, Mahani Mohammad Abdul Shakur, and Siti Aisyah Ya'kob. "RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER PURCHASE DECISION." International Journal of Service Management and Sustainability 1, no. 1 (June 24, 2019): 58. http://dx.doi.org/10.24191/ijsms.v1i1.6033.
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Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear.
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Moon, Heekang, and Hyun-Hwa Lee. "Environmentally Friendly Apparel Products: The Effects of Value Perceptions." Social Behavior and Personality: an international journal 46, no. 8 (August 11, 2018): 1373–84. http://dx.doi.org/10.2224/sbp.6392.
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The aim of the study was to investigate consumers' value perceptions of apparel companies' activities in regard to environmentally friendly apparel products. We recruited women living in USA to obtain 593 responses for statistical analysis of the data. The results suggest that the fit between environmentally friendly products and a fast fashion brand is important for fashion consumers, and a good fit of the fast fashion brand with sustainability causes increases consumers' perceptions of the fit between the parent brand and the sustainable extension line. Consumers' perceptions of cause-effectiveness value and monetary value of the extension line were each found to have an impact on both their purchase intention and their willingness to pay a premium price. These findings contribute to both academia and fast fashion retailers interested in corporate social responsibility.
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Kumagai, Ken, and Shin’ya Nagasawa. "Launch of Sustainable Plastic Apparel: Effects of Brand Luxury and Experience on Consumer Behaviour." Sustainability 12, no. 18 (September 16, 2020): 7662. http://dx.doi.org/10.3390/su12187662.
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Since plastic waste is a serious social issue, fashion companies are attempting to develop sustainable apparel made from post-consumer plastic bottles. This social issue is relevant to every company regardless of the level of brand luxury. However, previous literature has not examined the effect of this sustainable product type on consumer behaviour, whereas comprehensive sustainable development is widely discussed in luxury branding research. Consequently, this study investigates how the launch of sustainable plastic apparel affects consumer brand attitude and purchase intention. According to the 440 samples collected via an online survey in Japan, moderated mediation analyses reveal that the launch of sustainable plastic apparel positively affects brand attitude contributing to purchase intention indirectly, while it also contributes to purchase intention directly. In addition, brand luxury and brand experience are found to weaken the effect of this sustainable product launch, whereas the influence of sustainable product experience is insignificant. To launch this type of sustainable apparel effectively, luxury companies are advised to redesign their current marketing to promote sustainable products more effectively and adjust their branding tactics to align with sustainability. Otherwise, their brand luxury may lead to a disadvantage, since plastic recycling is increasingly becoming a social requirement.
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Kan, Chi Wai, Cheby Yuen Ting Chow, Chamlong Sarikanon, and Rattanaphol Mongkholrattanasit. "A Study of Brand Green Image in Relation to Eco-Branding of Fashion Products." Applied Mechanics and Materials 866 (June 2017): 448–51. http://dx.doi.org/10.4028/www.scientific.net/amm.866.448.
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Eco-friendliness is the vital role of brand reputation in business perspective. Moreover, there is an increasing emphasis on branding and publicity to build brand image with consumer trust. It included strengthening sustainability in company, certifying claims made and presenting this to consumers by eco-branding and publicity. In this study, we examined the relationship between eco-branding and brand green image of fashion products and it was noted that they have linear relationship. This linear relationship between eco-branding and brand green image can not only demonstrate the importance of eco-branding strategy but also prove the consumers’ perception of sustainable consuming.
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Aldilax, Dandy, and Waldemar Pfoertsch. "Application of Combined SWOT and AHP for Strategy Development: A Case of Slow Fashion Brand in Bandung, Indonesia." Asian Journal of Technology Management (AJTM) 13, no. 3 (2020): 213–28. http://dx.doi.org/10.12695/ajtm.2020.13.3.3.
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Abstract. Raising global awareness in a sustainable environment intrigued many young designers and environmental activists to create environmentally friendly products. Slow fashion is a new solution to overcome issues caused by fast fashion, which promotes concern about the environment and sustainability of the products proven by materials, process, and disposal of the products. However, there is lack of empirical evidence about strategy development for Slow Fashion brand in Indonesia. This study aims to identify an appropriate strategy for slow fashion brand in Bandung, Indonesia. Bandung is one of the most creative cities in Indonesia, according to UNESCO, and be the main area of the research. Based on the result, researcher can determine several strategies for slow fashion brand in Indonesia. This research used quantitative approach through questionnaire filled during Forum Group Discussion (FGD). In developing the strategies, internal and external factors were carried out from environment scanning and discussion, then analyzed use hybrid methodology of SWOT-AHP. The result of the study concludes four strategies by considering both internal and external factors overall priority score. This study is important in understanding the most important factors to consider in developing strategies to grow a slow fashion brand in Indonesia. Keywords: Analytical Hierarchy Process , Slow Fashion, Strategic Planning , SWOT
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Kayumova, R. F. "PROSPECTS FOR THE DEVELOPMENT OF COBENDING TECHNOLOGIES IN THE FASHION INDUSTRY." Bulletin USPTU Science education economy Series economy 2, no. 32 (2020): 75–81. http://dx.doi.org/10.17122/2541-8904-2020-2-32-75-81.
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The article is devoted to the analysis of modern trends in the development of brand collaboration in the fashion industry. Currently, the fashion industry is not going through the best of times because of the inability to create something revolutionary fashion. It seems that everything has already been invented, so famous brands are desperately looking for novelty. The production of products in South-East Asia reduces the cost of goods in the fashion industry, leads to the "democratization of luxury" and to the rapid obsolescence of things in the wardrobe [1; 19]. Luxury brands are losing touch with the consumer. Changing market conditions and the democratization of consumption lead to the need to look for new approaches to ensure the competitiveness of brands. When developing branding, companies primarily investigate real and hidden needs, stereotypes, and psychological attitudes. Currently, the opposition to "fast fashion" is customizing, i.e. redrawing old things that were in use. In addition, the "sustainable fashion" movement is expanding its influence, which opposes mindless consumption with a rational wardrobe and a careful attitude to the environment, as well as the production of durable clothing from renewable raw materialsA drop in the population's effective demand and a decrease in consumer brand commitment makes the situation worse. The fall in real incomes of the population in Russia is the transition from shopping middle segment the mass market and of mass in the segment and discounted used things. When developing branding, companies primarily investigate real and hidden needs, stereotypes, and psychological attitudes. Young people have always been indicators of fashion trends, and youth subcultures have always been a source of inspiration for designers. Currently, these are young people who do not part with gadgets, who possess IT technologies, active bloggers, who are always open to active use of any innovations, including in the field of fashion industry. Along with the close cooperation of famous brands with the sphere of art, quoting the works of famous artists, active involvement of famous personalities in the promotion of their fashion product, brands actively cooperate with each other. The most perspective direction for the development of co-branded technologies in the fashion industry is the FashionTech that connects the fashion industry and technology
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Kayumova, R. F. "PROSPECTS FOR THE DEVELOPMENT OF COBENDING TECHNOLOGIES IN THE FASHION INDUSTRY." Bulletin USPTU Science education economy Series economy 2, no. 32 (2020): 75–81. http://dx.doi.org/10.17122/2541-8904-2020-2-32-75-81.
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The article is devoted to the analysis of modern trends in the development of brand collaboration in the fashion industry. Currently, the fashion industry is not going through the best of times because of the inability to create something revolutionary fashion. It seems that everything has already been invented, so famous brands are desperately looking for novelty. The production of products in South-East Asia reduces the cost of goods in the fashion industry, leads to the "democratization of luxury" and to the rapid obsolescence of things in the wardrobe [1; 19]. Luxury brands are losing touch with the consumer. Changing market conditions and the democratization of consumption lead to the need to look for new approaches to ensure the competitiveness of brands. When developing branding, companies primarily investigate real and hidden needs, stereotypes, and psychological attitudes. Currently, the opposition to "fast fashion" is customizing, i.e. redrawing old things that were in use. In addition, the "sustainable fashion" movement is expanding its influence, which opposes mindless consumption with a rational wardrobe and a careful attitude to the environment, as well as the production of durable clothing from renewable raw materialsA drop in the population's effective demand and a decrease in consumer brand commitment makes the situation worse. The fall in real incomes of the population in Russia is the transition from shopping middle segment the mass market and of mass in the segment and discounted used things. When developing branding, companies primarily investigate real and hidden needs, stereotypes, and psychological attitudes. Young people have always been indicators of fashion trends, and youth subcultures have always been a source of inspiration for designers. Currently, these are young people who do not part with gadgets, who possess IT technologies, active bloggers, who are always open to active use of any innovations, including in the field of fashion industry. Along with the close cooperation of famous brands with the sphere of art, quoting the works of famous artists, active involvement of famous personalities in the promotion of their fashion product, brands actively cooperate with each other. The most perspective direction for the development of co-branded technologies in the fashion industry is the FashionTech that connects the fashion industry and technology
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Cai, Ya-Jun, Yue Chen, Tana Siqin, Tsan-Ming Choi, and Sai-Ho Chung. "Pay upfront or pay later? Fixed royal payment in sustainable fashion brand franchising." International Journal of Production Economics 214 (August 2019): 95–105. http://dx.doi.org/10.1016/j.ijpe.2019.03.025.
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Luo, Shuchan, Claudia E. Henninger, Aurelie Le Normand, and Marta Blazquez. "Sustainable what…? The role of corporate websites in communicating material innovations in the luxury fashion industry." Journal of Design, Business & Society 7, no. 1 (March 1, 2021): 83–103. http://dx.doi.org/10.1386/dbs_00021_1.
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COVID-19 has heightened consumers environmental and social consciousness in the luxury industry, which fosters luxury consumers’ appetite for sustainable luxury, thus, puts renewed interest and pressure on the industry to act upon. Past research highlights that sustainability and luxury may be paradoxical, due to a lack of information on material adoption. Yet, sustainable luxury products are positively perceived by consumers, who see luxury and sustainability as compatible. Material innovations can enhance this perception further, which requires careful communication strategies. Sustainability communication enables companies to broadcast material innovations through a manifold channel. Luxury brands predominantly communicate these innovations through official websites, as it is often the first touchpoint between consumers and the brand. This article addresses a knowledge gap on how to communicate sustainable luxury in an effective and efficient manner, by focusing on material innovations that are increasing in popularity in the sector. This article explores the role of corporate websites in communicating material innovations based on two luxury brands. Data are extracted from company websites to perform a qualitative content analysis. Data highlight that terminologies used affect information accessibility. Sustainable information can be a key selling point for consumers that are more environmentally, thus it is vital to provide this information in a straightforward manner. Data may not be generalized from only two case studies, yet it provides insights that can guide future research.
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Wijaya, Siauw Gabriella Tiffany, and Eristia Lidia Paramita. "Purchase intention toward sustainable fashion brand: analysis on the effect of customer awareness on sustainability on willingness to pay." Diponegoro International Journal of Business 4, no. 1 (June 25, 2021): 49–57. http://dx.doi.org/10.14710/dijb.4.1.2021.49-57.
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Customer awareness of sustainable products has increased very rapidly during the last few years. This phenomenon has encouraged international fast-fashion brands to develop a new line which is a more sustainable line. This paper aims to examine the effect of customer awareness on sustainability and willingness to pay on purchase intention toward sustainable fashion brands. This study obtained 211 respondents with the sampling method of purposive sampling with the criteria as follow: (1) Men and women who are Indonesians, (2) Men and women who enjoyed clothes-shopping at international fast-fashion brands stores, also (3) Men and women who aged 15 – 36 years old. Multiple regressions were used as a method to conduct hypotheses test of this study. The findings of this study stated that sustainability movement awareness and willingness to pay contributes a positive and significant effect towards the purchase intention of Indonesian customers. Furthermore, this study has found that the Indonesian market is already very aware of the sustainability movement and the concerns toward environmental health.
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Hashim, Siti Fatimah, Rosita Mohd. Tajuddin, and Amer Shakir Zainol. "THE INNOVATIVE ROLES OF COMMUNITY ENGAGEMENT AS A MODERATOR IN CONSUMER PERSPECTIVE MODEL FOR MALAYSIA-ORIGIN FASHION BRANDS’ BUSINESS SUSTAINABILITY." International Journal of Industrial Management 6 (June 3, 2020): 58–69. http://dx.doi.org/10.15282/ijim.6.0.2020.5630.
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Community Engagement (CE) is investigated in this study as a moderator on whether it can innovatively strengthen the Consumer Perspective Model (CPM) or the opposite, in order to build Strong Brand Equity (SBE) for Malaysia-Origin Fashion Brands’ (MOFBs) business sustainability. CE has been stated to have significant impacts especially through electronic Word-of-Mouth (eWOM) on sustainable advantage. CPM is a strategic brand management model adapted from Consumer-based Brand Equity (CBBE) (Keller, 1993) with Independent Variables (IVs) of Brand Awareness (BA), Brand Image (BI) and Purchase Intention (PI) to predict Dependent Variable (DV) of SBE building for MOFBs like Padini, Vinci, Polo Haus, Variante and others that have low equity to win over international rivals (IRs) such as H&M, ZARA, Mango, Uniqlo and others, due to consumers switching their brand preferences. CE provides a good eWOM platform for a consumer-brand relationship, thus, would turn commercial content moderation to financial outgrowth in its moderating effects together with Brand Loyalty (BL) as a mediating variable. The study employed a non-probability convenient sampling technique with the success response rate of 29.7% where 798 datasets were run through data screening procedures for further statistical analysis in SEM-PLS. A quantitative research method by using SPSS version 25 and SmartPLS version 3.2.8 on 6 constructs and 17 latent variables was employed too. The findings showed that Brand Loyalty has full mediating effects. CE was found to weaken the relationships between IVs and DV, thus, insignificantly affecting the innovative roles as a moderator variable. Overall, MOFBs are perceived as having low equity in the marketplace. Therefore, different consumers’ perspectives to successfully build SBE are needed. Particularly, more comprehensive and innovative roles of CE in eWOM interactivities can contribute to business sustainability.
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Chang, Hyo Jung (Julie), and Tun-Min (Catherine) Jai. "Is fast fashion sustainable? The effect of positioning strategies on consumers’ attitudes and purchase intentions." Social Responsibility Journal 11, no. 4 (October 5, 2015): 853–67. http://dx.doi.org/10.1108/srj-07-2014-0095.
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Purpose – The purpose of this study is to examine the strategies that fast fashion retailers use to position sustainability by applying the stimulus-organism-response model. Specifically, this study investigated how sustainability positioning strategies influenced perceived corporate social responsibility (CSR) effort, price value and brand equity. Design/methodology/approach – A between-subject Web experiment was used to test the research model. Four versions of the questionnaire were developed on a commercial online survey Web site, in which the surveys were randomly distributed to participants and data were collected. Findings – The findings of this study suggest that sustainability positioning strategies can lead to the positive perceived CSR effort, thus giving support to the effectiveness of sustainability marketing for fast fashion retailers. Furthermore, purchase intentions are significantly influenced by perceived CSR effort, price value and brand equity. Originality/value – This study provides important input for practitioners by suggesting that they focus their managerial attention to sustainability and should also promote it through their positioning strategies carefully.
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Cross, Karen, Josie Steed, and Yang Jiang. "Harris Tweed: A glocal case study." Fashion, Style & Popular Culture 8, no. 4 (October 1, 2021): 475–94. http://dx.doi.org/10.1386/fspc_00102_1.
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Fast and effectively disposable fashion has seen clothing reduced to transient items, worn for a short period of time then discarded. This has pushed down prices, moving textile and clothing production to low-cost labour countries and decimating the traditional Scottish textile economy. Fast fashion drives consumer demand for newness and uses finite resources that are damaging to the environment. In 2019, the pressure to move towards a more sustainable fashion and textile industry is intense. Traditional textile manufacture using natural, renewable sources that are inherently long-lasting offers a slow fashion alternative, epitomized by the Harris Tweed handweaver community in Scotland. Fashion has embraced digital, with growing online sales and increasing focus on digital content. This presents an opportunity to redress the balance by using technology to shape a sustainable future for traditional textiles. Utilizing an interpretive paradigm and inductive approach, an Arts and Humanities Research Council (AHRC) funded networking grant is presented as a qualitative case study, investigating how immersive technologies can be used to safeguard the future of traditional textile products, to educate contemporary, global audiences on the provenance and human hand behind manufacturing processes and to encourage consumption of products with longevity. This explanatory case study finds that fashion brands are using immersive technologies for virtual changing rooms or creative customer experiences but are not exploiting the possibilities of immersive technologies in engendering a sense of place or people behind the product. Findings also reveal that the Harris Tweed Authority and Harris Tweed Hebrides brand successfully use landscape to convey a sense of place, but are under-utilizing the handwoven value and sustainable, slow fashion credentials of Harris Tweed. China is identified as a potential place for Harris Tweed to gain valuable market share, with increasingly wealthy Chinese Generation Z consumers seeking individual exclusivity and sustainability in their clothing purchases, criteria that embody Harris Tweed.
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Payne, Alice. "Spinning a sustainable yarn: Environmental sustainability and brand story in the Australian fashion industry." International Journal of Fashion Studies 1, no. 2 (October 1, 2014): 185–208. http://dx.doi.org/10.1386/infs.1.2.185_1.
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Kopot, Caroline, and Brenda J. Cude. "Channel Depth or Consistency? A Study on Establishing a Sustainable Omnichannel Strategy for Fashion Department Store Retailers." Sustainability 13, no. 13 (June 22, 2021): 6993. http://dx.doi.org/10.3390/su13136993.
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In recent years, fashion department stores have struggled to sustain their foothold in the competitive market due to changing consumer behavior as well as technological advancement. This study aimed to examine customers’ perspectives on the shopping channels of omnichannel fashion department stores. The analysis was based on data from 552 customers who shopped at U.S. omnichannel fashion department stores. Confirmatory factor analysis and structural equation modeling were utilized to analyze the hypothesized relationship. The results showed that brand attitude mediated the influence of perceived fluency of customers’ purchase intentions in the omnichannel fashion department store setting. Content consistency and process consistency also positively affected customers’ perceived fluency of the channels of those fashion department stores. Customers are more likely to purchase from a fashion department store that provides consistent content and processes across the multiple shopping channels from which they can purchase merchandise. Further, customers value consistency of the content and processes across all fashion department store channels. The results are insightful especially for industry practitioners, as it enables them to develop a sustainable omnichannel business strategy by focusing on the depth of the channels and channel consistencies (content and process) while improving customers’ purchase intention from their stores.
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Turunen, Linda Lisa Maria, and Hanna Leipämaa-Leskinen. "Pre-loved luxury: identifying the meanings of second-hand luxury possessions." Journal of Product & Brand Management 24, no. 1 (March 16, 2015): 57–65. http://dx.doi.org/10.1108/jpbm-05-2014-0603.
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Purpose – The purpose of this study is to shed light on the consumption of second-hand luxury brands, identifying the meanings attached to second-hand luxury possessions in the context of fashion and, specifically, in the case of luxury accessories. Prior discussions of luxury consumption and marketing have focused on brand-new luxury goods, thus largely neglecting the emergence of markets for used luxury products. Design/methodology/approach – The empirical data for this study were generated through interviews with ten Finnish women and through fashion blogs concerning luxury goods that are bought second-hand. Findings – The findings show that second-hand luxury possessions are characterized by five different meaning themes: Sustainable Choice, Real Deal, Pre-loved Treasure, Risk Investment and Unique Find. The study highlights how consumers are able to achieve luxury experiences even without exclusive service, as the informants attached meanings of luxury to second-hand luxury possessions, especially with regard to the symbolic value and authenticity of the product. However, the meaning of authenticity appears to be a double-edged sword in this context, as consumers may also consider that they are taking a financial as well as reputational risk when acquiring a previously owned luxury item. Originality/value – This study brings forward novel viewpoints to discussions on luxury brand marketing by connecting the issue with the topical phenomenon of second-hand and luxury consumption. The study suggests important managerial implications for luxury brand marketers.
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Cui, Yu Mei, Song Pan, and Xiang Ling Meng. "Study of Application of “Green” Design Concept to Fashion Design." Advanced Materials Research 524-527 (May 2012): 3880–83. http://dx.doi.org/10.4028/www.scientific.net/amr.524-527.3880.
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Since late 20th century, countries all over the world have gradually realized that environment friendly industry makes for sustainable development of the world. In 1980s, western countries put forward green design concept and widely advocate and apply it to modern industrial activities of mankind. Likewise, green design concept has gradually entered the field of fashion design and has been accepted and applied by Chinese designers, exactly based on which the popular low carbon concept has been developed and evolved. Environment protecting green design brings fashion design a brand new look and is increasingly advocated and accepted by consumers; study and application of environment protecting new materials also indicates new directions for fashion design; the application of green design concept to fashion becomes the latest topic for designers to study on.
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Rahman, Osmud, Benjamin C. M. Fung, and Zhimin Chen. "Young Chinese Consumers’ Choice between Product-Related and Sustainable Cues—The Effects of Gender Differences and Consumer Innovativeness." Sustainability 12, no. 9 (May 7, 2020): 3818. http://dx.doi.org/10.3390/su12093818.
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Sustainability has received widespread attention in both academia and industry, but there is still a paucity of research investigating the relationships between gender, consumer innovativeness, and clothing, as well as how they may influence sustainable practices. The overarching objective of this study is to investigate clothing expenditure, product cues (intrinsic, extrinsic and sustainable), gender (men and women) and consumer innovativeness (fashion innovators and non-innovators) in China, in order to find out how these factors may influence consumers’ choices. To address the research objective, 10 intrinsic cues, three extrinsic cues, and seven sustainable cues were used to investigate apparel consumers’ choices and preferences. A self-administered online survey consisted of eight items on sustainable commitment and behaviour, six items of fashion innovativeness adapted from the Domain-Specific Innovativeness scale, 20 items concerning product cues, and numerous demographic and behaviour-related questions. In total, 1819 usable data were collected in China, including 614 males and 1196 females. The results revealed that four out of eleven hypotheses were supported, another four were partially supported, while the remainders were not. For example, both female consumers and fashion innovators relied more on style and colour to evaluate an apparel product than fashion non-innovators and male consumers. However, men tended to rely more on the brand name and country of origin to guide their product selection and purchases than women. In terms of the influence of sustainable cues, Chinese consumers are more concerned about the social/ethical cues than environmental cues. Interestingly, women were more concerned about “no animal skin use” in evaluating apparel products than men. All in all, the results of this study can provide valuable information and meaningful insight for fashion designers, product developers, and marketers to develop effective communication strategies to guide potential customers in understanding a plethora of apparel values, including functionality, aesthetics, finances, altruism, and sustainability.
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Townsend, Katherine, Anthony Kent, and Ania Sadkowska. "Fashioning clothing with and for mature women: a small-scale sustainable design business model." Management Decision 57, no. 1 (January 14, 2019): 3–20. http://dx.doi.org/10.1108/md-12-2016-0942.
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Purpose An ageing population in the developed world has become a significant topic in the contemporary research agenda. The purpose of this paper is to report on the development of a new small-scale business model based on facilitating in-depth understanding and responding to mature female consumers’ needs and expectations towards fashionable clothing. Design/methodology/approach Two complementary approaches are used: interpretative phenomenological analysis allows the researchers to employ the life-course perspective and to develop in-depth understanding of individuals’ present experiences in relation to their past. Action research offers the possibility to develop participatory, co-design processes based on collective creativity and mutual knowledge exchange between the stakeholders. Findings The research finds a strong interest in fashionable clothing by women, irrespective of their age. The action-based co-design process involving collaborative encounters with mature consumers creates a dynamic capability for alternative fashion design methodologies. This approach can contribute to a small-scale fashion business model for the mature women’s fashion market. Practical implications The women in the study stress the need for a more inclusive design process and expressed a willingness to buy from a brand/retailer who would offer them such a collaborative opportunity. There are practical implications for how a more flexible sizing approach to the design of fashion for older women could be implemented. Originality/value This research makes a contribution to practice-based design solutions for mature women and a new inclusive business model based on emotional durability. The innovative methodological approach contributes to the field of ethical and sustainable fashion design.
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Na, Dongkyu, Jeongwon Lee, and Youngjoo Na. "Relationship of TBL Component in Corporate Sustainable Management of Fashion Company with Company Evaluation and Brand Image." Fashion & Textile Research Journal 16, no. 2 (April 30, 2014): 293–300. http://dx.doi.org/10.5805/sfti.2014.16.2.293.
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Kim, Sookhyun, and Hyunshin Na. "SUSTAINABLITY OF SUSTAINABLE FASHION PRODUCTS AND IMPACT OF BRAND NAMES AND CAUSE-RELATED MARKETING ON PURCHASE INTENTION." Global Fashion Management Conference 4, no. 8 (June 30, 2015): 583–89. http://dx.doi.org/10.15444/gfmc2015.04.08.04.
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Kim, Sookhyun, and Hyunshin Na. "Sustainability of Sustainable Fashion Products and Impact of Brand Names and Cause-Related Marketing on Purchase Intention." AATCC Journal of Research 3, no. 4 (July 1, 2016): 24–35. http://dx.doi.org/10.14504/ajr.3.4.3.
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Bandyopadhyay, Chinmoy, and Subhasis Ray. "Finding the Sweet Spot between Ethics and Aesthetics: A Social Entrepreneurial Perspective to Sustainable Fashion Brand (Juxta)Positioning." Journal of Global Marketing 33, no. 5 (May 27, 2020): 377–95. http://dx.doi.org/10.1080/08911762.2020.1772935.
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Grębosz-Krawczyk, Magdalena, and Dagna Siuda. "Attitudes of Young European Consumers Toward Recycling Campaigns of Textile Companies." Autex Research Journal 19, no. 4 (December 1, 2019): 394–99. http://dx.doi.org/10.1515/aut-2018-0057.
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Abstract The aim of this article was to identify the attitudes of young consumers in Europe toward recycling campaigns of clothing companies. In the article, the results of own empirical research conducted among young consumers from Poland, France, and Spain in the fourth quarter of 2017 are presented. Recycling campaigns implemented by fashion brands, consisting of exchanging old cloths for discount vouchers, are an example of environmentally friendly innovations and fit into the concept of circular economy. The research results confirmed a minor engagement of young consumers in recycling campaigns of clothing companies. However, they declared the willingness to participate in such actions. According to the authors, an effective marketing communication strategy is fundamental to engage young consumers in clothing recycling and develop sustainable forms of clothing disposal. Clothing companies that are perceived as supporting the environment have a chance to reinforce the brand image.
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Linh, Le Thuy, and Hiroko Oe. "An Exploratory Discussion of a British Apparel Brand in Relation to New Markets: Developing Actionable Recommendations Based on Network, Relationship, and Collaboration Perspectives." Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences 3, no. 3 (July 29, 2020): 1660–75. http://dx.doi.org/10.33258/birci.v3i3.1098.
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Marks and Spencer (M&S) is a leading UK fashion retailer. However, the organisation is struggling to improve its domestic operation and to achieve its international objectives, most notably manifest through its withdrawal from China. Through conducting a critical analysis and an evaluation of the supply networks of M&S, the global apparel industry and the Chinese market, this discussion paper aims to propose a new set of strategies for M&S’s re-entry. Based on an analytical discussion, the following actionable recommendations are proposed for the company: (1) to seek suitable network partners in China, (2) to build sustainable relationships with relevant partners to build business strategies based on Chinese consumers’ perspectives and behaviour, and (3) to focus on a new value chain to enhance profitability and sustainability in the new market.
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Kim and Kang. "Spillover Effects of Mega-Events: The Influences of Residence, Transportation Mode, and Staying Period on Attraction Networks during Olympic Games." Sustainability 12, no. 3 (February 7, 2020): 1206. http://dx.doi.org/10.3390/su12031206.
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When hosting mega-events such as the Olympic games, increased visitation to nearby local attractions is expected to boost the local economy and sustain the host city’s brand. These spillover effects, as well as the spatial interaction among touristic attractions, are critical from the long-term and sustainable-planning perspectives. This study investigates tourists’ patterns of visitation to multiple destinations during the 2018 Winter Olympics and finds that attraction networks originated from three major cores, forming a strong northern sandy beach–south downtown connection. The domestic visitors’ network had significantly more diverse cores, implying that city branding may have been limited to domestic boundaries. Transportation modes had a significant impact, as public transportation and walking networks had more cores and were significantly denser. The staying period had no significant impact on the number of cores or on connection strengths—even the long-term visitors’ network had lower core values; however, that network was significantly denser, suggesting that a longer stay may not imply more destination visits. These findings suggest that hosting the Olympics may have enhanced the city’s international profile in only a limited fashion. Our findings provide the following practical implications. When planning Olympic spots, the host city’s government can consider strategically scattering infrastructure and facilities, rather than planning for a single spot. Well-organized and designed walking routes or public transportation systems can contribute to enhanced spillover effects versus car rental system developments.
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Pero, Margherita, Elisa Arrigo, and Antoinette Fionda-Douglas. "Sustainability in Fashion Brands." Sustainability 12, no. 14 (July 21, 2020): 5843. http://dx.doi.org/10.3390/su12145843.
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This preview article introduces the Special Issue on “Sustainability in Fashion Brands” and presents a summary of the research. This editorial will highlight the contents and methodologies of selected papers, presenting diverse issues in sustainable fashion strategies and management. The authors conclude with a special thank you to the authors, reviewers, and the editor-in-chief for their roles in the preparation of the special issue.
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Lee Kyoung Jae and 김일. "A Study on Sustainable Fashion Runway of Ethical Fashion Brands." A Journal of Brand Design Association of Korea 16, no. 2 (June 2018): 5–20. http://dx.doi.org/10.18852/bdak.2018.16.2.5.
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Bertels, Heidi M. J. "Startup on a budget: winning new customers without breaking the bank." CASE Journal 15, no. 2 (March 30, 2019): 109–30. http://dx.doi.org/10.1108/tcj-08-2018-0097.
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Theoretical basis The case ties together a number of marketing concepts and theories within the context of a startup which might be addressed in an entrepreneurship or marketing course. The case focuses on niche, digital, and social media marketing and utilizes fundamental marketing concepts such as target market, value proposition, brand positioning, the marketing communications mix and the adopter categories of the diffusion of innovation theory. Research methodology The case is based on interviews from 2014 to 2017 with the founder of Lammily, Nickolay Lamm, supplemented by internet research. Case overview/synopsis Lammily is a startup company in its second year of existence which produces toys that embody realism: a fashion doll with proportions based on an average 19-year-old American woman, a sticker set of common body markings such as booboos and cellulite to make dolls look realistically, and doll outfits. After the company’s initial success in 2014, fueled by positive publicity from online media eager to share information about the average doll project, sales were flat. Nickolay Lamm, the founder of Lammily, started to feel the heat to acquire new customers in ways that did not rely solely on digital word-of mouth. In response, Lammily commissioned a direct response TV commercial in the Summer of 2015, but it failed to lead to significant new customer growth. This case describes how Nickolay struggles to move beyond the launch phase of his entrepreneurial venture and turn his startup into a business with a sustainable customer base. Facing stagnating growth and established competitors with deep pockets, Nickolay needs to figure out why the TV commercial did not work for Lammily and what his new plan to acquire new customers will be. Complexity academic level This case would be well-positioned in an undergraduate or graduate-level entrepreneurship course that exposes students to the challenges of promoting a new brand and marketing a new line of products in a competitive market with established competitors. It is also good a good fit for a general marketing or entrepreneurial marketing course. The case focuses on how a startup can optimize its advertising strategy for a niche market to stimulate growth with a limited budget by using digital marketing techniques.
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Fuentes, Christian. "Enacting Green Consumers: The Case of the Scandinavian Preppies." Culture Unbound 6, no. 5 (October 1, 2014): 963–77. http://dx.doi.org/10.3384/cu.2000.1525.146963.
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The aim of this paper is to develop and illustrate an analytic approach that brings the active making and makings of green consumer images to the fore. Efforts to “know” the green consumers have generated multiple representations. Enactments of the green consumer are not innocent but also play a role in shaping how we understand and approach sustainable consumption. Because of this it is important to examine and critically discuss how green consumers are enacted today.
This paper develops an approach that allows us to examine how green consumers are enacted and discuss the consequences these constructions might have for sustainability. Theoretically, a performativity approach drawing on theories from Science and Technology Studies (STS) and economic sociology is used to discuss the enactment of green consumers. Empirically, focus is on Boomerang – a Swedish fashion retailer, brand, and producer – and its marketing practices.
The analysis shows how the marketing work of the Boomerang Company leads to the enactment of the Green Scandinavian Preppy. This specific version of the green consumer is a combination of the knowledgeable green connoisseur – a consumer that knows quality when he/she sees it – and the green hedonist in search of the good life. The Green Scandinavian Preppy wants to enjoy nature, go sailing, and do so wearing fashionable quality clothes. This is a consumer that knows quality, appreciates design, and has the means to pay for both. While this is a version of the green consumer that might be appealing and thus have the potential to promote a version of green consumption, it is also a green consumer image that has lost much of its political power as green consumption is framed as simply another source of pleasure and identity-making.
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Noh, Mijeong, Jessica Carroll, Sierra Holt, and Kristeena Blaser. "FAST AND SLOW FASHION BRANDS IN DEVELOPING SUSTAINABLE FASHION ASPECT OF FIBER MATERIALS." Global Fashion Management Conference 2017 (July 6, 2017): 439–44. http://dx.doi.org/10.15444/gfmc2017.05.08.01.
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J.P., BERNARDES, MARQUES A., FERREIRA F., and NOGUEIRA M. "A new and sustainable service to slow fashion brands." Industria Textila 69, no. 02 (May 1, 2018): 152–57. http://dx.doi.org/10.35530/it.069.02.1528.
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This paper explores the creation of an innovative clothing rental service, that is inspired by the ‘slow fashion movement’, and that focuses on the question: “are people willing to use second-hand clothing and/or leased when travelling?”. This is a rental service for the day-to-day and also business clothing. The creation and development of this service was possible through the use of a design thinking methodology: the 9 steps framework by Kees Dorst. Regarding its validation, it was achieved with a questionnaire with 430 responses. The paper culminates with the positive response to the problem.